The art of creating an imaginary customer   What is a B2B buyer persona?  A buyer persona is one of the many concepts in the discipline of market segmentation. This concept can also be called customer segmentation, ideal customer profile, profiling or similar terms used to address the creation of an imaginary person matching the description of the desired buyer for a certain product or a service. B2B buyer personas are similar to B2C profiles, but a bit more detailed and attached within an industry, just as the sales process in B2B is......

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