What is Buyer Persona?

Buyer Persona is a fictionalized profile that depicts a target customer. The profile is created based on market research and real data about its existing customers. It includes customer demographics, behavioral patterns, interests, preferences, motivations, and goals.

Why are Buyer Personas Important?

Buyer personas provide tremendous structure and insight for your company. A detailed Buyer Persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business. Creating buyer personas, and continually using them to guide your business, can help keep you centered on the needs of your customers.

How to define buyer persona?

First, go through your previous deals (both lost and won) that most closely reflect your ICP. Identify the key decision-makers that you engaged with. Analyze the personas of all the key contacts. Which stakeholders tended to have the most influence? Did you usually fail to engage with a certain member of the buying committee? Were there any relationships that ultimately didn't impact the decision?

With this information, you can map out the key contacts within every account and establish buyer personas. Buyer personas are profiles of your ideal buyers. Marketers traditionally use buyer personas to identify and engage with the best prospects, but personas also serve an important purpose in an account-based selling strategy.