What is Buyer Persona?

A buyer persona is like a made-up customer that shows who you want to sell to. It's based on real facts about your current customers. These personas help teams understand the people they're trying to reach. In business-to-business (B2B) marketing, a buyer persona might include things like job title, company size, industry, goals, challenges, and how they like to communicate. It goes beyond basic facts to show what drives typical buyers and how they act.

To create buyer personas, you need to look at customer data, talk to customers, and get insights from sales and customer service teams. Many companies make several personas to show different groups they want to reach. Personas guide many parts of marketing and sales. They help shape how you talk to customers, what content you create, how you develop products, and sales strategies. For example, you can make content that addresses the specific problems of each persona.

In account-based marketing (ABM), buyer personas for key decision-makers in target companies are very important. They help teams tailor their approach to each person. While useful, remember that personas are general ideas. Use them as a guide, not a strict rule. Update them often based on new information.