B2B marketers tend to agree that most employees in their organization cannot name the company's buyer personas and don't know the key attributes of those personas, according to a recent report from Cintell, MarketingProfs, and five other partners.
The report was based on data from a survey conducted in November 2015 of 137 North American business and marketing executives. Organizations were grouped into self-reported groups: those exceeding annual revenue goals, meeting revenue goals, and missing revenue goals.
Only 29% of survey respondents say at least half their organization can describe the buyer personas that have been developed; just 8% think at least three-quarters of their organization can do so.
Below, additional key findings from the report.
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