CASE STUDY FOCUS: RESEARCH-BASED BUYER PERSONA DEVELOPMENTCASE STUDY “Building buyer personas is probably one of the most powerful ways that organizations can change and improve their strategic marketing efforts and sales enablement processes.” Abby Lutte, Integrated Marketing Leader, Third-Party Risk & Compliance at Dun & Bradstreet. To drive successful revenue marketing efforts, an organization’s marketing and sales strategy has to go beyond demographics and firmographics: it has to be grounded in the reality of how and why buyers buy. This reality is characterized not only by who your buyers are but also what they are thinking, feeling, and doing at each s

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