Bret Wardle

Empathy maps and buyer personas only create value when they influence real decisions across marketing, sales, and digital experiences. This workshop focuses on how B2B organizations can move beyond static personas to build empathy-driven insights that guide content, UX, and go-to-market strategies.

• Define the core components of effective B2B empathy maps and buyer personas
• Translate buyer insights into actionable guidance for marketing, sales, and eCommerce teams
• Uncover buyer motivations, pain points, and decision drivers across the buying journey
• Validate personas using real customer data and behavioral signals
• Align cross-functional teams around a shared understanding of the buyer
• Apply empathy-driven insights to improve messaging, experiences, and conversion