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The Definitive Guide to Buyer Personas

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Create ideal B2B buyer personas with specificity and customer research. The brevity of this walkthrough belies its detailed, actionable advice. From how to frame your basic interview questions to best practices for defining and developing your personas, you'll get a thorough play-by-play all the way through to the marketing strategy phase. After creating a persona report for your teams and figuring out which personas to target, you'll be ready to hit the ground running.

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about this ebook

Building a buyer's persona — B2B or otherwise — is never a single person's job. It's an effort across teams and fueled by user research. Everyone needs to be on board, collaborating and providing the insights they can. Account executives and sales teams have a great understanding of the initial target audience. The marketing team should start there while also conducting persona interviews and brainstorming based on that feedback. When everyone signs off on a finished persona report, its accuracy and success continue to impact sales as much as marketing.

Create ideal B2B buyer personas with specificity and customer research. The brevity of this walkthrough belies its detailed, actionable advice. From how to frame your basic interview questions to best practices for defining and developing your personas, you'll get a thorough play-by-play all the way through to the marketing strategy phase. After creating a persona report for your teams and figuring out which personas to target, you'll be ready to hit the ground running.

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Key insights

Building a buyer's persona — B2B or otherwise — is never a single person's job. It's an effort across teams and fueled by user research. Everyone needs to be on board, collaborating and providing the insights they can. Account executives and sales teams have a great understanding of the initial target audience. The marketing team should start there while also conducting persona interviews and brainstorming based on that feedback. When everyone signs off on a finished persona report, its accuracy and success continue to impact sales as much as marketing.

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What value does naming your personas have? What are the best buyer persona "names" you can think of?

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The Definitive Guide to Buyer Personas
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Mekkie Bansil
3.1
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Value

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Actionability

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What we loved:

The table of contents with just the right level of detail

What we didn't love:

The built-in upsells and amount of self-promotion

Summary:

This free ebook takes you from zero to 100 (or at least 20 to 70) on how to create a buyer persona. The information underlying it all is solid, especially if you’re in a position where you have difficulty convincing others in your organization that buyer personas are worth the time. 

We would have liked this free ebook much better without the constant linking that made us wonder if this is actually a blog post in PDF form. Or with a layout that makes the information easier to digest. Still, we can’t say we didn’t learn something.


17 pages
Table of Contents
Interviews from the field
ISBN
978-2285217229

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