Buyer persona
Also known as: customer persona, marketing persona
In short
A buyer persona is a semi-fictional profile of a typical buyer, built from real customer research. It covers role, goals, challenges, how they evaluate vendors, and what stops them from buying.
While an ICP tells you which companies to target, personas tell you who to talk to inside them and what to say.
What to include in a buyer persona
Role and seniority
Job titles, department, level, and who they report to.
Goals and challenges
What they are measured on and what gets in the way. This is the core of your messaging.
Buying role
Whether they are the champion, economic buyer, evaluator, or blocker. B2B deals involve a buying committee, so one account usually needs several personas.
Objections and information sources
The concerns they raise and where they look for answers: peers, review sites, newsletters, or communities.
How to build buyer personas
- Interview customers: Ask why they bought, what they compared, and who else was involved.
- Review sales calls: Real objections and phrases are better than assumptions.
- Use CRM data: Look at titles and roles on closed-won deals to confirm who actually buys.
- Limit the number: Three to five personas is usually enough. More becomes unusable.
Buyer persona vs. ideal customer profile
The ICP describes the account and the persona describes the person. Use the ICP to build the account list, then use personas to decide which contacts to reach and what message each one gets.
Buyer persona FAQs
What is a buyer persona?
A buyer persona is a research-based profile of a typical person involved in buying your product. It describes their role, goals, challenges, objections, and the sources they trust, so messaging and outreach can be tailored to them.
How many buyer personas do you need?
Most B2B teams need three to five. Cover the main roles in your buying committee, such as champion, economic buyer, and technical evaluator, without creating so many that people stop using them.
What is the difference between a buyer persona and an ICP?
An ICP describes the company you want to sell to. A buyer persona describes the people at that company who influence the decision. You use the ICP to pick accounts and personas to pick contacts and messaging.
