Business to business marketers also seek to develop buyer personal just as customer targeted ones do. Some methods have been listed which help in the process. Marketing research needs to be conducted on customers. Even past surveys conducted can be added to the pool on knowledge. One can go further back, retrieve lost customer data to enhance market knowledge. Sales managers must be interviewed before developing these personas as they are on the frontline of dealing with companies. Interviews must also incorporate top customers who have bought the maximum bulk as such buyers become advocates for the firm in the long run. A sort of loyalty loop develops for the best and most productive of customers. Similarly, the top management needs to be interviewed to understand the flaws, gaps and existing capabilities of the respective businesses. Social media and CRM data can be mined for accurate business analysis using sophisticated software to get better idea.

Source: http://www.business2community.com/b2b-marketing/9-resources-create-better-b2b-buyer-personas-01590066#I0e7PlEWKydXEJI8.97