The Definitive B2B Buyer Persona

A buyer persona marketing & sales teams can actually use. For real

Buyer personas are divisive in B2B.

Many marketing and sales teams use them. Others think personas are just useless.

Personas aren’t the problem.

The problem is B2B teams aren’t building the personas they need to make informed decisions. So they don’t build marketing or sales programs that are effective in growing the business.

To understand why this is happening we need to understand where personas came from. And personas for B2B need to be different from what is being done today.

  1. Intro

  2. A (brief) history of segmentation & personas

  3. Where B2B personas go wrong

  4. The difference between B2B and B2C buyers

  5. How a B2B buyer makes purchasing decisions

  6. The DNA of a solid B2B buyer persona

  7. Gathering data for a B2B buyer persona

  8. Download a B2B buyer persona template