Today’s application of the Blueprint
Targeting the Right Buyer Personas for 2027 Event Success
To maximize ROI from 2027 events, commercial and sales teams must focus on accurately defining buyer personas and buying committees, leveraging competitive intelligence and case studies to tailor their approach.
The canonical practice
Describe the people who buy, influence and use the offer in terms of their decisions and risks.
What the current news changes
By understanding the specific decision-makers and risks associated with each persona, teams can allocate event budgets more effectively, ensuring higher engagement and conversion rates.
What to do now
- Conduct thorough research to identify and profile key buyer personas for your target market, focusing on their decision-making criteria and potential risks.
- Analyze competitive intelligence to understand how similar companies are leveraging events to engage their buyer personas and identify gaps in your strategy.
- Develop targeted case studies that highlight successful event outcomes for similar buyer personas, using these as proof points in your sales narrative to build credibility and trust.
Sources
- Planning Your 2027 Event Calendar? Our Top 9 Sponsors Averaged 957 Leads at SaaStr AI Annual. And Next Year Will Be Even BiggerSaaStr · saastr.com
- GRC Customers Have Spoken: Four Market Realities Vendors Can’t IgnoreForrester · forrester.com
- What’s New in Service Cloud: 10 Launches That Help Resolve Customer Service Cases FasterSalesforce Blog · salesforce.com
- Multiplayer AI — Your Impending (And Accidental) StandardForrester · forrester.com
- Capgemini SPARK 2026: AI Makes The Task Cheap — Redesign The Enterprise For Outsized ValueForrester · forrester.com
- Publicis calls AI marketing opportunity a ‘2-speed boat’ as agentic boomsMarketing Dive · marketingdive.com
- The #1 Sign Your New CRO, CMO, CCO, CTO Will Fail: They Aren’t Doing It ThemselvesSaaStr · saastr.com
- How Lowe’s is building — and measuring — a full-funnel media networkMarketing Dive · marketingdive.com
- Private Equity Fundraising Is Down for the Fourth Year in a Row. Selling Your B2B Company to PE Got Harder Again in 2026SaaStr · saastr.com
- Brand new bag: Chipotle, Unreal Snacks reach for fashion relevancyMarketing Dive · marketingdive.com
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