Marketing
Definition
A buyer persona is a detailed profile of the type of person who buys your product — their role, goals, pain points, decision criteria, and content preferences. Multiple personas typically exist (economic buyer, technical buyer, end user) each with different needs addressed differently.
Key points
- Person-level, not company-level (ICP is company-level)
- Most B2B products have 3-5 active personas
- Built from actual customer interviews, not guesses
- Guides content, messaging, and qualification questions
Example
Persona: 'VP of Sales Maria' — age 35-50, directs 10-50-person sales team, measured on quarterly revenue attainment, pain points are pipeline visibility and rep productivity, prefers analyst reports and peer testimonials.
Related terms
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