How to create detailed buyer personas for your business + free persona template

Combining quantitative, qualitative and observational techniques provides cross-validated insights for critical enterprise decisions, such as global product launches, M&A evaluations, or entering new markets. Adobe Market research for B2B marketing used targeted surveys and in-depth interviews with digital marketing leaders and enterprise decision-makers to explore perceptions and uncover gaps in its positioning as an enterprise solution provider. Primary B2B market research directly collects original data from your target audience, typically buyers, partners, or key influencers. Insights to action with our unique End-to-End Marketing approach, and AI-led research solutions. Big Village is a research and analytics business that helps brands and agencies to better understand customer behavior, intentions, and attitudes.

On the other hand, if you’re an agency, this feature will give you a better comprehension of where your agency stands compared to your competitors. If you’re a client-side marketer, we hope this feature gives you some insight into the market you might be delving in. It’s worth noting at this point that this is the case with every year’s iteration of this report, so the year-on-year comparisons still provide a reliable way of seeing trends over time. Before we jump in, it’s important to note that we asked agencies to provide us with financial data from their most recently closed financial year. With a strong foundation in data analysis, he focuses on transforming complex statistics into actionable insights for readers across diverse industries. If you’re planning campaigns this year, these statistics offer real direction, not just data.

We help businesses measure performance, test ideas, and make confident decisions. Vision One delivers qualitative research across the UK and internationally, helping businesses uncover the motivations, behaviours, and emotions that drive customer decisions. Explore unmet needs and emerging trends to develop products, services, and ideas people genuinely want.

• The analytics market was crowded with tools built for marketers to measure traffic, funnels, and acquisition….
• GrackerAI's unified approach, combining real-time visibility tracking across 6 AI platforms with automated content generation and programmatic SEO, represents the integrated solution the market demands.
• Knowing market trends and competitive movements and launching GTM strategies at the most opportune time (this depends on what your data and market research tell you) with coordinated marketing campaigns are also key to staying ahead of the competition.

How to Use Google Keyword Planner

At B2B International, we've carried out more B2B market research studies, in more languages, and in more markets, than anyone. We help the world's best B2B brands make smarter decisions driven by insights, empowering them to grow. This feature eliminates writer’s block and improves how you communicate with prospects and customers, increasing your chances of getting a positive response.

What type of business needs to create buyer personas?

The image below is a B2B buyer persona for someone who works in HR. Test persona-based approaches against your current strategy. Tools like Marketing Hub make it easy to segment your audience and deliver personalized messaging at scale. Explain that you're researching and want to learn from them, not sell to them.

It doesn’t help you focus on your audience or choose a helpful methodology and questions. For example, saying, “We want to learn about B2B buyers’ attitudes to buying new tech” is too vague. This’ll shape the questions you ask, the methods you use and the people you contact. You don’t need endless amounts of time and money to conduct impactful research, just a clear roadmap and the right tools.

Are there new areas that could increase your market share, or should you focus on a more niche audience with less competition? Build loyal customer relationships – Customer satisfaction is important for any business, but for B2B businesses, it’s essential for retaining customers. Like traditional audience analysis, you must define their pain points, preferences, and online behavior.

Featured Experts in Top Construction & Building Industry Market Research Firms

89% of buyers research online, 75% use social media in buying decisions, and 60% rely on digital content to finalize purchases. In 2026, B2B marketing is more digital, data-driven, and buyer-focused than ever. However, one in 5 B2B marketing leaders has an ‘extremely good’ understanding of it. In addition, some marketers also use advanced search solutions and artificial intelligence to re-rank the results based on consumers’ preferences.