When it comes to developing a strategic marketing plan or sales process, one of the first things we recommend any company to do is to get a clear and accurate understanding of their customers and prospects. What’s key here is that this profile (commonly called a Target or Buyer Persona) is based on research, not assumptions. Which means you’ll need to conduct some actual research (or hire a company like LeadG2 to do it for you). The most effective way of doing this is with a mix of online surveys and live interviews. The surveys allow for a large sampling size, while the interviews allow for a deeper dive and further understanding. You can dive a little deeper into what that target persona survey process might look like here, but for the sake of this article we’ll be focusing on what it is exactly that your Target Persona should tell you about your B2B prospects so that you can have better and smarter marketing, content, and sales conversations.