With an average of 7 stakeholders involved in a B2B tech purchasing decision and 65% of IT staff's decision-making responsibilities extended beyond their titled scope, B2B marketers need to change their “persona thinking” at multiple levels so they can effectively engage decision-makers and target real opportunities.

In this e-book, “Evolving Persona Thinking to Win More Business,” we discuss how to use prospect-level intent data to engage buying groups in target accounts so you can identify and capture real demand, real opportunities, and real buyers by eliminating gaps in your tactical execution. You'll learn how to:

Connect the dots between personas and real buying groups.
Avoid the three major ways that traditional personas fail in implementation.
Leverage the four forcing factors to drive organizational change

When you use intent data to identify real demand and leverage persona thinking at multiple levels, you can focus your resources to target real buyers and real opportunities.

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