Buyer persona

Where the ICP describes the company, a buyer persona describes a person in it. Most B2B purchases involve several: the person who feels the problem every day, the one who owns the budget, and the ones who can stop the deal, such as security, legal or IT. Each needs a different message. The user wants to know the work gets easier; the budget owner wants to know what it costs and what it returns; the reviewer wants to know nothing breaks.

A persona worth writing down is based on conversations and won deals, not on a stock photo and a made-up name. It lists the job titles that usually hold the role, the goals they are measured on, the triggers that make them look for a solution now, and the objections they raise. In outbound, the persona decides who gets the first email and what that email talks about.