FEW B2B MARKETERS ARE READY FOR PERSONA DEVELOPMENT Persona ? a composite description of a real person who represents a primary customer segment ? is a word that is making its way into the business marketer's vocabulary. As a key step in Scenario Design, Forrester recommends using personas to drive customer-centered Web site design, identify which marketing tactics apply to which segment, and model the buying process. Although leading firms like FedEx and Microsoft use in-depth customer research to guide their B2B marketing initiatives, few B2B firms are ready to tackle personas because:
