B2B Buyer Personas

Personas Are People First.

Buyer personas represent the fascinating individuals whose needs, pain points and ambitions inspire innovation in B2B. Buyer personas must go beyond demographics and key characteristics to reveal the people behind your ideal customers. The more you understand their struggles and successes, the more likely you are to be resonant – and drive revenue.

Our Process:

A Proven Model

The Buyer Persona Institute’s 5 Rings of Buying Insight approach highlights buyers’ challenges, roadblocks and reasons they ultimately choose one solution over another.

Comprehensive Research and Analysis

Buyer personas are born from data. We use multiple data sources and customer surveys to gain deeper insights and create accurate personas true to your company’s customer base. Research varies based on whether you are personifying buyers in markets you serve or markets you wish to enter. But all are centered on a mix of qualitative and quantitative audience data to find the most actionable insights.

Buyer Persona Development and Integration

What we uncover in the exploration process is translated into a detailed profile of your key personas we can integrate into creative briefs, sales tools and education, content plans and more. Each buyer persona we develop is more than a profile; it's a window into your ideal customer’s needs, wants and journey that adds fuel to your marketing campaigns and strategies.

B2B Like It Oughta Be:

For Better B2B Buyer Personas, Focus on People

The real David Datascientist and Emily Executive wouldn’t be particularly keen on having all their quirks, foibles and traits reduced to some bullet points in a document.

Read the blog

How Personas Can Be Better:

Avoiding Buyer Persona Stereotypes

Stereotypes are bound to lead us down the wrong path, toward ineffective strategies and inauthentic creative. For a persona to be effective, it needs to understand the person behind the job title. This nuanced approach shifts marketing from generic messages to tailored solutions that resonate deeply with decision-makers.

Focus on What Matters To Decision-makers

Buyer personas that play to stereotypes of functional roles are doomed to fail. What marketers must understand to support their buyers is what makes them tick — their priority initiatives, their perceived barriers, their success factors, how they like to buy, where they go for information and what pain point they need eased. This moves marketers from talking at people to guiding people toward their solutions.

Practitioners’ Perspective

We ensure our targeted buyer personas aren’t just theoretical, but instead actionable. While audience research can provide interesting takeaways, it can be difficult to put those insights into practice in your marketing programs. As an agency responsible not just for the research itself, but also for the marketing programs that follow, we know which insights matter most to best inform your strategies, your content and your targeting.

Measurable Impact and Insights

We can help guide your team on how to implement buyer personas into your marketing strategies and measure their impact on your programs. By building targeting profiles, custom content, and tailored experiences against your generic program baseline – and establishing key performance indicators – we can see the impact of personalization on your business results.

Enhancing Sales and Marketing Efforts

Our buyer personas are crafted to effectively support both sales and marketing efforts. By understanding the buying process and tailoring marketing messages to address specific pain points, we help improve the effectiveness of not only your marketing team, but sales as well. And most importantly, this shared understanding of buyers needs results in a more cohesive buyer experience and more wins.

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