Today’s buyers are in control — and they’re doing their research long before they talk to sales. With only 32% of the B2B buyer journey involving a salesperson, the rest is driven by online content, peer recommendations, and self-guided discovery. That’s why successful marketing doesn’t start with demographics, it starts with understanding your buyer’s mindset, challenges, and decision-making process.

This practical guide and workbook will help you define buyer personas that go beyond job titles and get to the heart of how your customers buy. Learn how to map content to each stage of the journey, earn trust faster, and turn curiosity into qualified leads.