State Of Buyer Personas 2022

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.

Sincerely,

Tony Zambito, Founder of Buyer Persona

Question Title

* 1. Let us first start with just a quick question to help us understand the audience of respondents for this survey. We seek responses only from those who use and receive the services of buyer personas. Please check the button best describing your job title or level.

CEO/COO

Vice President/Senior Vice President/CMO, Marketing

Vice President/Senior Vice President/CSO, Sales

Director/Senior Director, Marketing

Director/Senior Director, Sales

Manager/Senior Manager, Marketing

Manager/Senior Manager, Sales

Manager/Director Level, Marketing Operations

Manager/Director Level, Sales Operations

Manager/Director Level, Sales Enablement

Individual Contributor in Marketing

Individual Contributor in Sales

I am a consultant or agency providing buyer persona services