Customer acquisition cost, lifetime value, LTV to CAC, and payback period.
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Buyer persona builder
A buyer persona describes one person in a purchase: what they want, what stands in their way, and what convinces them. Fill in the guided form and download a one-page card as an image, a PDF, or Markdown.
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Buyer persona builder
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Three steps
How it works
Fill in who they are, what they want, how they buy, and where they listen.
Check the one-page card as you type, and pick an accent color.
Download a PNG or PDF to share, or Markdown for a doc or wiki.
GuideReviewed
How to build a buyer persona your team will use
Contents
What a buyer persona is for
A buyer persona describes a kind of person who takes part in a purchase: what they're responsible for, what must be true before they'll say yes, what worries them, and which evidence they trust. It's different from an ideal customer profile, which describes the kind of company where your product fits.
A useful persona changes decisions. It tells writers which objections to answer, tells sales which proof to bring, and tells everyone which channels are worth the time. Details that don't change a decision, such as hobbies or a made-up backstory, can stay out.
Base it on real buyers
The strongest personas come from conversations about real, recent purchases. Talk to a few customers who bought in the last year, and to a few people who chose something else. Ask what started the search, who else was involved, what almost stopped them, and what made them decide.
Mark which points you've heard from buyers and which you're assuming, and test the assumptions first.
- Interviews with customers about a specific, recent purchase
- Notes from sales and support calls, especially objections
- Reviews of your product and of the alternatives, in buyers' own words
- Win and loss notes from your sales team
What to put in each part
Three specific points per list beat ten vague ones. Write each point the way the buyer would say it, not the way your product page would.
- Goals: what they're measured on this year, or trying to get done.
- Challenges: what gets in the way today, described as their problem rather than your feature.
- Buying triggers: the events that turn a someday problem into a project now.
- Decision criteria: what a solution has to do or prove before they'll pick it.
- Objections: the doubts your content and sales calls need to answer.
- Where they get information: the publications, communities, events, and people they trust.
- Quote: one line in their own words, from a call or a review, so the team can hear the person.
Put the persona to work
Share the one-page card where your team writes briefs, and paste the Markdown into the doc or wiki you already use. Before each campaign, check the brief against the persona: does the message answer their objections, and does the channel match where they get information?
Revisit the persona when your product, your buyers, or the objections you hear change. A persona that matches last year's buyers will steer this year's content the wrong way.
Questions, answered
What people ask before they use the Buyer persona builder.
A buyer persona is a short, research-based description of a kind of person who takes part in buying your product: their role, goals, and challenges, what makes them start looking, what they need to see before they decide, and where they look for information.
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Related guides
- Ideal customer profile vs. buyer persona: the difference and how to use bothLearn how an ideal customer profile differs from a buyer persona, what evidence each needs, and how to use both in B2B marketing, with a worked example.
- What is a target audience? B2B examples and how to define yoursLearn what a target audience is, how it differs from a target market, ICP, and buyer persona, and how to define one for a B2B campaign or article.
- Voice-of-customer research: turn feedback into better messagingLearn how to analyze customer feedback, check themes against their sources, and develop messaging you can test. Includes a worked example and template.
- What is the B2B buyer journey? Stages, touchpoints, and examplesLearn what the B2B buyer journey is, how it differs from a funnel, and how to match content and evidence to the questions buyers ask, with examples.
From Ampere
Your persona can brief Ampere, too.
Ampere is an AI marketing agent that saves what it learns about your brand as Brand memory and uses it in the content it drafts for your review. When it sets up your Brand memory, you can add up to five documents, such as this persona, alongside your website or a short brief.
No card required