All too often, technology companies define their markets in meaningless terms that fail to connect marketing and sales with the real buyer at the point of revenue. The problem with vague target audience definitions and flimsy buyer personas is that they don’t describe real people.

Here is a persona checklist for senior marketers that will give you a clear picture of your buyer and what guides their buying decisions. Use it as discussion guide to steer customer interviews and ask the important questions.The answers will help you create marketing content that engages your buyers in a way that gets their attention, addresses top-of-mind concerns, and creates an urgent reason to do business with your company. ...