Knowing a Partner’s audience is necessary when you want to help Channel Partners prospect. It’s also valuable during demand generation activities. In B2C, segmenting buyers by demographic like gender, age, and geography is simple. Not so in B2B where we must consider multiple personas like the individual and influencers, their job roles and the organization as a whole plus how they fit into targeted industries. While some factors may overlap it’s not always the case and with a little online research, Partners can learn to understand what to look for, why this information is important and how to apply it to their sales processes.