ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing

  • Author(s) Julie Schwartz
  • Published May 7, 2014
  • 70 Pages
  • Category
  • Type Benchmarking
  • 70 Pages
  • .PDF Format

To the B2B buyer, relevance means answering the question: How can you solve my particular problem? Buyers want to work with solution providers who do their homework and know them well. If you want to increase the likelihood that your marketing will grab attention, be read or viewed, and generate opportunities that lead to closed deals, you need to increase your relevance. ITSMA conducted a survey on how B2B marketers are using buyer personas and B2I marketing to increase relevance through personalization. We sought to answer the questions: Are B2B services and solutions companies using Personas? What is the success rate? And, what are the challenges and obstacles marketers face?

We surveyed 194 marketing, sales, and sales operations professionals and conducted fifteen interviews with senior marketers, sales people, and sales operations and industry experts.

Survey and interview participants came from both services firms and products and services companies.

Some of the survey results:

  • Only 15% were very effective at Persona marketing in that they based their personas on research with buyers, especially qualitative research.
  • With B2I, technology makes personalization at scale possible, but you must include human judgment and context to ensure success.
  • More marketers today capture and use offline activity to personalize the experience.

Special Offer

This report is available for no additional fee to current ITSMA members that responded to this survey.
Member Participants: request a copy of the report (no additional fee). Orders will be processed the next business day.

Select participant companies below:

  • Agilent Technologies
  • Alcatel-Lucent
  • Amdocs
  • AMRT
  • Arqiva
  • AT&T
  • Avanade
  • Avaya
  • Basware
  • Birch
  • Black & Veatch
  • Bluewolf
  • CA
  • Capgemini
  • CDW
  • CGI
  • Check Point Software
  • Ciena
  • Cisco Systems
  • Cognizant
  • Collaborative Consulting
  • Colt
  • CompuCom
  • CSC
  • Dassault Systemes
  • Dell
  • Deloitte
  • Dimension Data
  • DocuSign
  • DST
  • DWA
  • EMC
  • Everest Group
  • Extreme Networks
  • EY
  • FEI
  • FIS Global
  • Fortna
  • Fujitsu
  • GE Healthcare
  • Genpact
  • Geomatic
  • Green Hat
  • HCL Infosystems, Limited
  • HCL Technologies
  • HDS
  • HP
  • IBM
  • iGATE
  • Ikonomou
  • Infor
  • Infosys
  • Infotech
  • ITC Infotech
  • KPIT
  • Kronos, Inc.
  • Lumension
  • Microsoft
  • Minacs
  • Mphasis
  • Neudesic
  • NICE
  • NxTech, Inc.
  • Optus Business
  • Orange Business Services
  • PDS
  • Philips Healthcare
  • Pivotal Labs
  • Polycom Asia Pacific, Pte Ltd.
  • PTC
  • PwC
  • Qlik
  • Salesforce
  • SAP
  • SC&H Group
  • SITA
  • Softtek
  • SunGard
  • Swisscom IT Services
  • Symantec
  • Tech Mahindra
  • Unify
  • Unisys
  • Ventyx
  • Verisign
  • Verizon
  • Wipro
  • Wood Mackenzie
  • Xerox

  • This report is available for sale at member and nonmember prices.
  • See if your company is an ITSMA member
  • Email ITSMA for more information
This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
Add to cart
Become a member and gain access to all our tools and resources!

Want to gain free access to all our tools and resources?

Become a member and get access to the latest insight from ITSMA.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership