by Chris Pinkerton
http://www.mediative.ca

Mar­ket­ing­Sh­erpa recently released research indi­cat­ing that 41% of B2B firms have estab­lished buyer per­sonas, while 47% of orga­ni­za­tions do not.  This is not a shock.  I have found that in the dig­i­tal space most mar­keters are so con­cerned with mov­ing fast, just to keep up, that they lose sight of whom they are actu­ally try­ing to engage.