Was ist Buyer Persona?
A buyer persona is a detailed, semi-fictional representation of a company's ideal customer. It is created based on market research, customer interviews, and real data. A persona includes: demographic data (age, profession, income), goals and challenges, buying behavior, preferred communication channels, and typical objections. Good personas have a name and often a photo to make them tangible. B2B companies often have 3-5 different personas for different decision-makers in the buying center. Personas help create targeted marketing messages, content planning, and product development.
Wichtige Punkte
- Based on real data and interviews
- Name and photo make persona tangible
- Demographic + psychographic characteristics
- Document goals, challenges, objections
- Different personas for different segments
- Regularly update with new insights
Praxisbeispiel
“For the persona "Marketing Maria" (35, marketing director, 80K+ revenue responsibility), we create ROI-focused case studies.”