If Your Buying Group Has 20 People, Why Does Your Content Plan Have One Persona?
Most B2B marketers already know that enterprise technology decisions are rarely made by one person. There is the CIO. The CTO. Procurement. Finance. Security. Business-unit leaders. IT teams. And several others who may influence, validate or challenge the decision. Forrester’s research puts some numbers behind this. Its 2025 Buyers’ Journey Survey found that 73% of
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