In B2B, there are at least 2 personas on slightly different journeys. The buyer is usually on a purchase journey, and the user is usually on a productivity journey. A B2B product needs to reduce friction on both journeys.
In B2B, there are at least 2 personas on slightly different journeys. The buyer is usually on a purchase journey, and the user is usually on a productivity journey. A B2B product needs to reduce friction on both journeys.