Buyer Persona
A detailed, semi-fictional profile of a target buyer based on real customer data.
A Buyer Persona is a detailed profile of a typical buyer: their role, responsibilities, goals, challenges, success metrics, where they get information, and what objections they raise. Strong personas come from customer interviews and behavioral data — not internal brainstorming sessions.
Most B2B businesses have multiple personas in a single buying cycle: economic buyer, champion, technical evaluator, end user, blocker. Marketing content should speak to each.
A marketing automation platform develops personas for: VP Marketing (economic buyer, cares about pipeline impact), Marketing Operations Manager (champion, cares about workflows), CMO (executive sponsor, cares about strategic positioning).
Related terms
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