B2B Buyer Persona Development Guide

This guide provides a detailed example of a B2B buyer persona, specifically focusing on the profile of a Chief Financial Officer (CFO) named Jane Doe. It outlines her responsibilities, motivations, challenges, and communication preferences within the buying process. The document emphasizes the importance of identifying the key characteristics of potential buyers, which can vary depending on the business context. It suggests using a template to create buyer personas, recommending a maximum of ten fields to ensure clarity and relevance. The persona of Jane Doe includes demographic information, such as age and location, along with her goals of maintaining budgetary constraints while ensuring value for money. The guide also discusses the factors that influence her purchasing decisions, including the need for data-driven justifications and the backing of her CEO. Overall, the document serves as a practical resource for businesses looking to develop effective buyer personas.