Buyer Persona

Buyer Persona is a detailed portrait of a typical ICP representative. Unlike ICP (hard criteria), a buyer persona is a person with a biography who helps the marketing team “see” their audience.

Contents of a full buyer persona: - Name, age, position, industry - Biography: education, career, what he reads, where he lives - Goals and motivations: what one wants to achieve professionally and personally - Pains and blockers: what prevents you from achieving your goals - Sources of information: where to look for answers (podcasts, blogs, conferences) - Purchase triggers: what will make him pay for the product now

In my projects I collect buyer persona based on custdev, not from my head. 5-7 interviews with top-segment clients provide enough to write an honest persona. Without custdev, the result is a marketer’s fantasy that does not reflect reality.

The main test of a buyer persona is that it should help make decisions in marketing. If, while reading it, you don’t know which creative to choose or which channel, it’s useless, rewrite it.

One project can have 3–5 buyer personas (for example, in EdTech: “student 22”, “worker 30”, “parent of a student”, “corporate buyer”). Each has its own communication.