How to Build Great B2B Buyer Personas

Boost demand generation with these 4 B2B buyer personas.

Many B2B marketers have developed buyer personas, also known as customer personas, for key individuals or roles in the buying journey. However, most still segment companies on the basics of basic firmographic facts. This segmentation approach misses a core insight about the nature of B2B buying and change.

Gartner identified four meaningful B2B enterprise buyer personas, spanning across purchase categories and industries, that are highly likely to shape multiple buying decisions at the same company.

Download the B2B Buyer Personas research to:

Identify which of Gartner’s four enterprise change readiness profiles best fits each of your target accounts
Enhance your understanding of target customers and accounts
Tailor your segmentation, demand generation and account growth for each B2B buyer persona

Download the B2B Buyer Personas Research

Improve B2B demand generation with impactful enterprise personas.

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FAQs on B2B buyer personas

What are buyer personas?

Buyer personas are archetypal representations of existing subsets of your customer base who share similar goals, needs, expectations, behaviors and motivation factors. Personas are powerful tools that aid in marketing and customer experience planning, as they offer insight into what customers want and how they will engage.

How do I create a B2B buyer persona?

The creation of buyer personas is fundamentally a journey to a deep and empathetic understanding of your ideal customer. It is about helping your organization see through the eyes of this buyer. To develop meaningful personas, you must:

Identify your ideal customer. Ultimately, your ideal customer is a certain type of organization, but you also need to investigate the roles and key participants in the buying process
Know your customers’ wants and needs. You should understand what individual members of the buying group are trying to achieve in their organization, and how your product can impact their business and personal goals
Understand how customers want to engage (and buy). You want to learn about their roles in the decision process for your product/service and what their needs are during this process

Why do Marketing Leaders use Buyer Personas?

Marketing leaders typically use buyer personas for four main reasons:

To design more focused demand generation and account-based marketing (ABM) programs, with stronger product value propositions and associated messaging.
To inform the brand and product/service communications that constitute “air cover” for sales reps and sales development reps (SDRs).
To assist in creating targeted customer loyalty programs.
To support sellers in understanding what will help customers make decisions and drive purchases.