Build a detailed buyer persona in minutes. Answer a few questions about your ideal customer and get a shareable persona card you can distribute across your team — no account required.
Free downloadable persona card. Ready to share.
Step 1 of 6
Give your buyer persona a memorable name and choose an avatar to represent them.
Generic messaging gets generic results. Personas give your copywriters the language, pain points, and motivations to write content that feels like a direct conversation with your best customers.
Personas answer the most important content question: "who is this for?" Without them, content calendars become arbitrary. With them, every piece of content serves a specific person at a specific stage.
When marketing and sales share the same persona definitions, lead quality improves and handoff friction disappears. Sales stops complaining about "bad leads" because marketing stops targeting the wrong people.
Persona-informed campaigns consistently outperform broad targeting. When you know exactly who you're reaching, you can craft offers, imagery, and messaging that convert — not just impressions that bounce.
Personas surface the gap between what you build and what your market needs. Product teams that design for a specific person build features that get used. Teams that design for "everyone" build features that don't.
Understanding your customer doesn't end at acquisition. Personas inform onboarding flows, support responses, and expansion strategies. The better you understand who your customer is, the longer they stay.
Personas aren't an exercise — they're infrastructure. Every decision gets better when you know who you're building for.
The persona process fails more often than it succeeds. Not because personas aren't valuable — but because most organizations build them wrong and then never operationalize them. A persona that lives in a slide deck nobody opens is worse than no persona at all, because it creates the illusion of customer understanding.
Effective personas are living documents — referenced daily, updated quarterly, and embedded into every campaign brief, content plan, and sales playbook.
A demographic profile tells you someone is a 38-year-old VP of Marketing in SaaS. A persona tells you she is frustrated with agencies that overpromise, needs to report ROI to a skeptical board, and prefers to evaluate solutions independently before engaging sales.
Demographics alone do not capture:
This tool guides you through the questions that surface real persona insights — the kind that actually change how you write, sell, and build.
This tool walks you through a structured persona framework designed for B2B marketing and sales alignment:
A buyer persona is a research-based representation of the people who buy from you. It goes beyond demographics to capture motivations, objections, information sources, and decision-making patterns. In B2B contexts, personas represent specific roles within a buying committee — each with different priorities and evaluation criteria.
Personas matter because every marketing and sales decision depends on understanding your audience. Without personas, teams default to assumptions. With them, messaging becomes more precise, content becomes more relevant, and conversion rates improve because you're speaking to a real person — not a category.
The most valuable personas are specific enough to guide daily decisions but flexible enough to evolve with your market. They should answer the question: "If this person landed on our website today, what would make them stay, trust us, and take action?"
Marketing teams use personas to guide content strategy, campaign targeting, and messaging hierarchy. Every blog post, landing page, and ad creative should be written for a specific persona at a specific stage of the buyer's journey. This specificity is what separates content that converts from content that merely exists.
Sales teams use personas to prepare for conversations, anticipate objections, and tailor their approach based on the buyer's role and priorities. A CFO persona cares about financial impact. A VP of Operations persona cares about implementation complexity. Same product, fundamentally different conversations.
Product teams use personas to prioritize features and design user experiences that match how real people work. Customer success teams use them to structure onboarding and identify expansion opportunities. When every department operates from the same customer understanding, alignment becomes structural rather than aspirational.
An ideal customer profile (ICP) describes the type of company that benefits most from your product or service — defined by industry, company size, revenue, technology stack, and organizational maturity. A buyer persona describes the individual human within that company who champions, evaluates, or decides on purchases.
Both are necessary. Your ICP tells you which accounts to target. Your personas tell you how to reach and persuade the people inside those accounts. An ABM campaign without an ICP is unfocused. An ABM campaign without personas is impersonal. You need both to convert.
The relationship is hierarchical: your ICP filters the market down to your best-fit companies, and your personas identify the specific people within those companies who matter most to your sales and marketing efforts. Build your ICP first, then develop personas for the key roles within your ICP companies.
A buyer persona is a research-based, semi-fictional representation of your ideal customer. It captures their demographics, professional role, goals, challenges, buying behaviors, and communication preferences. Effective personas are built from actual customer data and interviews — not assumptions. They serve as a shared reference point for marketing, sales, product, and leadership teams.
Most B2B organizations benefit from 3 to 5 personas that represent their primary buying segments. Fewer than three often means you're over-generalizing your audience. More than five typically means you're splitting segments that share more in common than they differ. Start with your highest-value segment and expand from there. Quality and depth matter more than quantity.
An ideal customer profile describes the type of company you serve best — industry, revenue size, team structure, technology stack. A buyer persona describes the individual person within that company who makes or influences the buying decision. ICPs define your target accounts. Personas define your target humans. Both are essential for effective B2B marketing and sales.
Review and update personas at least annually, or whenever you experience significant market shifts, enter new segments, launch new products, or notice that your messaging is underperforming. Customer needs, competitive landscapes, and buying behaviors evolve continuously. Stale personas lead to stale messaging and declining conversion rates.
The strongest personas combine quantitative data (CRM analytics, website behavior, demographic data) with qualitative research (customer interviews, sales team insights, support ticket analysis). Survey data provides scale. One-on-one interviews provide depth. Start with what you have, and fill gaps systematically over time. Avoid building personas entirely from assumptions.
This tool is optimized for B2B personas but many of the fields apply equally to B2C contexts. B2C personas may place more emphasis on lifestyle factors, emotional drivers, and purchase frequency rather than organizational role and buying committee dynamics. Adapt the fields to your context — the underlying framework of understanding your customer deeply is universal.
Test your persona against reality by sharing it with your sales team, customer success team, and actual customers. If sales says "that sounds exactly like our best customers," you're on track. If they say "not really," dig deeper. You can also validate by running targeted campaigns to your persona definition and measuring whether engagement and conversion rates outperform broader targeting.
The downloadable persona card includes all the information you provided: demographic details, professional role and responsibilities, goals and KPIs, pain points and challenges, buying triggers, common objections, content and communication preferences, and decision-making process. It's formatted as a shareable reference document that you can distribute across your team.
Our brand strategists help B2B companies turn persona insights into messaging frameworks, content strategies, and campaigns that convert the right audience.