“Having good buyer persona benefits your

entire organization even beyond inbound

marketing. Honest buyer personas improve
your sales pitch, your customer service,
and even your product development.”
 A buyer persona is a semi-fictional representation of your ideal
customer based on market research and real data about your
existing customers.

creating your buyer persona(s):

customer demographics,
behavior patterns,
motivations,
goals.

The more detailed you are, the better.

Basically, your buyer personas are your target audience, but rather than
just existing as an amorphous conglomeration of ideas and demographics
that sort of describe the kind of person you’re trying to market to, a buyer
persona defines that person according to demographic information and–
most importantly–what information they are looking for.
 Professional details
Demographics Work/Industry
Age Job title
Gender The size of the Company
Income What are his/her goals in terms of work?
Location
Home situation (family)
Annual income (approximate) Challenges
Education (MBA, high school, etc?)
Psychographics What are his/her biggest fears?
Personality What are his/her pain points?
Values What challenges is he/she facing?
Interests
Subconscious and conscious beliefs
Goals Motivations
What are his/her believes? Priorities
What are the characteristics of his/her personality?

Influence
Favorite blogs/websites
Buying process Favorite magazines/books
What is his/her role in the purchase Favorite thought leaders
process?
How does he/she regularly buy?
What are his/her objections to purchasing?
 TYPES OF BUYER PERSONA
• WITHIN B2B, THE BUSINESS MODEL TARGETS
OTHER COMPANIES, BUT THE BUYER
PERSONAS ARE NOT COMPANIES THEMSELVES • A B2C BUYER PERSONA IS A DIRECT
BUT PEOPLE RESPONSIBLE FOR PURCHASING CONSUMER WHO WANTS TO PURCHASE
PRODUCTS TO SATISFY THEIR OWN NEEDS,
DECISIONS. THE FINAL GOAL OF THE BUYER
FULFILL THEIR WISHES AND SOLVE THEIR
PERSONAS IS SATISFYING THE NEEDS OF
PROBLEMS.
YOUR COMPANY IN THE BEST POSSIBLE WAY,
WHICH DOES NOT MEAN THEY LACK THE
TASTES AND LIKES OF INDIVIDUALS.
 Financial behavior:
Buyer persona for a small cafeteria chain: Carolina – Student Willing to start a business
Preferred payment method: credit card
Good control of personal expenses
Personal background:
Age: 20 years old Behavior in social media:
Geographic location: Luzern, Switzerland Spends at least one hour a day on Facebook
Income: Depending on her parents / Gets 1000 franc weekly Uploads pics of their meals to Instagram
Academic degree: Student at a private college Uses Pinterest
Marital status: Single/Casual dating Reads fashion blogs
Interests:
Brand affinity: A quiet place to get relaxed after class
Buys clothes at American Eagle and Old Navy A place to study out of her home
Prefers “organic food” Gourmet experiences
Likes Apple products Discovering exotic flavors
Concerns and fears: Travelling to national destinations
Failing her classes
Losing status Services used:
Life goals: Undermining her image in the social networks Mobile telephone and internet
Graduating Not having internet access Fixed telephone and internet
Getting a full-time job Music streaming
Becoming independent Video streaming
Travelling to international destinations Private transportation (Uber)
Buyer persona for a construction materials company: Alejandra – Contractor

• Demographic sector: Women aged 35 to 45

• Type of company: Construction/remodeling works of a house, less than 30 workers.
• Events and seminars attended: Expo Lighting America, Expo CIHAC
• Professional membership: Associated to CMIC

• Client profile: Partners of local medium-size enterprises, yearly revenues above 3 million pesos,
average two properties in the city and three in the interior of the country.
• Work areas: Administrative and high-end in the city center.
• Academic degree: Diploma in Architecture. Workshops at BIM
• Position in the company: Direct head
• Mostly used software: AutoCad, Sketchup, Photoshop, Illustrator, NeoData, Excel.

• Responsibilities: Purchasing materials and tools. Outsourcing and managing third parties such
as builders and specialists.
• Reports to: Final client
• Subordinates: Assistant resident officers, master builder, work officers, builders.
• Professional background: Architecture degree, 5 years of experience as resident officer, 5
years at quantification of executed works, 10 years at remodeling and developing executive
projects.
• Working at areas: Urban
• Annual revenue: $1,000,000 annual after taxes
• Current objectives: Keeping updated and enlarging her client database.

• Problems being faced: The flow of information related to quantification, budget and
orders is slow and needs to be elaborated manually. Following client requests, she has
to search through catalogues from many different providers in order to find what she
needs. Demands from unions are increasingly less sensible.
• Consumption patterns: She tries to make the most of personal use tools before
purchasing new tools. She prefers loaning semi heavy equipment –groundbreakers,
compactors, grinders) to purchasing them. She prefers renting scaffolds, cranes and
hoists to purchasing them. She buys new tools for every work site and dismisses or
distributes the waste.
• Preferred means of communication: Whatsapp, email, phone
• Preferred sources of information: Empiricism of her employees, experience of
colleagues.