The B2B Buyer Persona Framework

July 5th, 2024

With contributors:

Amy Hayes , Kaitlyn Coalson , Shannon Colford , Drew Zalucky

Summary

B2C personas are often built on demographics and personal preferences, but marketers should focus B2B personas on business needs and environments. By building personas using the attributes outlined in this report, marketing can focus on clear business needs and value propositions to ensure that messaging is targeted and compelling. They can also use these attributes to build persona profiles that can be activated across the buyer’s journey, rather than an interesting but vague picture of the organization’s buyers. In this report, we describe the types of information required to build B2B buyer personas.

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