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B2B Marketing

Buyer Persona

B2B persona, marketing persona
Definition
A buyer persona is a semi-fictional profile of a person in the buying committee, describing their role, goals, challenges and how they evaluate suppliers.

What does a B2B buyer persona include?

A useful persona covers job title and seniority, responsibilities and KPIs, the problems that keep them up at night, the information sources they trust and the objections they typically raise.

Buyer persona vs. Ideal Customer Profile

The Ideal Customer Profile describes the company you want to win. Buyer personas describe the people inside that company. In B2B you usually need several personas per account – for example the economic buyer, the end user and the technical evaluator.

How to build buyer personas

  • Interview existing customers and lost prospects.
  • Ask your sales team which questions and objections come up most.
  • Validate with CRM data on who actually signs and who influences.

How VAEKST can help

We use buyer personas to aim every message, channel and campaign in our B2B marketing. Book a meeting to talk it through with one of our growth experts.

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Related terms

Ideal Customer Profile

An Ideal Customer Profile (ICP) describes the type of company that gets the most value from your solution and is most valuable to you, based on firmographics, needs and buying signals.

Firmographics

Firmographics are descriptive data about companies – such as industry, size, revenue, location and growth stage – used to segment and target B2B accounts.

Marketing Qualified Lead

A Marketing Qualified Lead (MQL) is a lead that has shown enough interest through marketing activities to be worth nurturing, but is not yet ready for a sales conversation.
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