What is a Buyer Persona
Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves. Much more than a one-dimensional profile of the people you need to influence, or a map of their journey, actionable buyer personas reveal insights about your buyers’ decisions — the specific attitudes, concerns and criteria that drive prospective customers to choose you, your competitor or the status quo.
A buyer persona is not merely a description of your buyer. As hundreds of our partners and customers can tell you, simply profiling your buyer results in too many personas and not nearly enough marketing guidance.
But when you have insights into what your buyers think about doing business with you, including verbatim quotes from people who have recently made the decision to solve a similar problem, you have the knowledge you need to align your marketing decisions — from positioning and messaging through content marketing and sales enablement – with your buyer’s expectations.
The ROI is this simple: When you know how to help buyers evaluate your approach on their own terms, you build a bond of trust that competitors can’t match.