Buyer Personas are a composite picture of the people who buy solutions or products, like those the company is marketing. Instead of guessing about what matters to buyers, marketers know exactly what their buyers want and how they make decisions. Crafted by interviews with people who have recently made the decision a marketer wants to influence, customers become three-dimensional to the point that a marketer can see the buyers decision through his or her eyes. A recent survey by ITSMA reports that 52% of their marketers have buyer personas and another 28% expect to add within the next two years. That same study reveals that only 14.6% know how to use them. Buyer Personas is a comprehensive marketing guide to understanding your buyers persona and providing a radically more relevant way to segment your audiences and select messages, content, and channels that earn your buyers trust.