2021 marked the 20th anniversary since the first-ever buyer persona was founded and created. Since originating the concept of buyer persona development, I still marvel at how the use of buyer personas has grown as a staple of best practice in go-to-market, marketing, and sales strategies. As in all best practices that rise rapidly, downsides do happen. Many are misinformed about buyer personas and perhaps confused.
This survey helps to obtain a state of how buyer personas today, how they are understood, and the work we have to do to provide helpful information. We hope that you will take the time to take this extensive survey. There are 30 questions. It should take no more than 10-15 minutes to complete. Some may appear redundant but there is a purpose. Please share with colleagues who have experience with buyer personas.
I look forward to sharing the results, along with offering my 20-year perspectives. I thank you in advance for helping us all to learn about the State of Buyer Personas in 2022.
Tony Zambito, Founder of Buyer Persona