Buyer Persona
Also: PersonaMarketing Persona
A profile of an individual buyer type, their role, goals, pains, and how they make decisions, within a target account.
Why it matters
Where the ICP defines the right company, the persona defines the right person inside it. B2B purchases involve several people with different priorities, and personas keep messaging relevant to each. They help marketing and sales speak to what a given role actually cares about rather than a generic average.
What good looks like
Useful personas are grounded in real conversations with buyers and focus on goals, pains, and decision criteria, not demographic trivia. A persona you cannot act on, that does not change what you say or where you reach them, is decoration.
Related terms
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