B2B Buyer Persona: How to Create an Ideal Customer Profile

Publication : 06.12.23 • Reading :

When you are making a marketing strategy for your business, the one thing that you need to know is your target audience. Who are your customers, and what do they like? Companies that take the time to really understand who their customers are and what motivates them are way more likely to see success with their campaigns.  

It makes sense when you think about it. If you know exactly what your audience cares about and where their pain points are, you can create content that speaks right to them.  No more wasting time and money putting stuff out there that your customers don't even want. 

The proof is in the numbers, too. 73% of companies that use buyer personas have winning marketing campaigns. Meanwhile, 63% of marketers are already making content specifically for these personas.  

So, for any business looking to improve their marketing, the first step is getting crystal clear on who you're selling to. Once you've built out that ideal customer profile, you will be ready to connect with them in a better way.

What is a B2B Buyer Persona?

Creating advertisements and marketing campaigns is expensive and can be a waste of time if we're not targeting the right people. That's where B2B buyer personas come into play.

Basically, a buyer persona is like your ideal pretend customer.  You dream up what your perfect buyer is like, their hopes, dreams, and even fears. It's all about getting inside their head and feeling their pain.


Buyer Persona Example

You have to figure out what makes them tick and why they'd wanna buy what you're selling.  This helps you come up with products, services, and marketing campaigns that'll really resonate with them. The results? A better understanding of what your customers want and need.  A clearer picture of who they are and how to reach them. And most importantly, a better chance of closing deals and making sales.

For example, maybe your target persona is a middle manager at a big corporation. Let's call him Bob.  Now Bob hates going to board meetings unprepared.  That keeps him up at night. So if your tool helps Bob come off like a genius in front of the board, why wouldn't he buy that? He will because it helps him do his job better.  It makes him feel more confident in his role as a middle manager.

See how personas help you appeal directly to your target audience.

Why B2B Buyer Personas Are Important for Your Business

Buyer Personas are indeed an amazing tool to help understand your customers. By using b2b buyer personas, you'll have a huge advantage in knowing what your customers want and how to make them happy. It's like having a secret weapon for your business!

The stats are here to prove that using buyer personas in your B2B marketing strategy can help generate more leads and double your return on investment (ROI). 

Just take a look at the raw numbers cuz numbers don’t lie: 

  • As per the stats, marketing based on buyer personas can lead to a 171% increase in revenue.
  • 82% of businesses have refined their value proposition with the help of buyer personas.
  • Top performing companies are 2.4 times more likely to use Buyer Personas in their lead generation efforts.
  • Hubspot found that, on average, user-friendly websites are 2 to 5 times easier to navigate than those without buyer personas. In turn, this leads to improved website usability and higher customer satisfaction rates.

Beyond these impressive numbers, buyer personas bring a wealth of benefits to your business:

  • Targeted Marketing: They enable the creation of more relevant and effective marketing campaigns, tailored to the specific needs of your target audience.
  • Enhanced Customer Experience: Buyer personas assist in crafting customer experiences that exceed expectations, fostering loyalty and satisfaction.
  • Sales Alignment: They help align sales strategies with customer profiles for more effective communication and conversion.
  • Long-term Customer Relationships: Buyer personas facilitate the building of deeper, lasting relationships with customers by continuously addressing their evolving needs.

How to Create a B2B Buyer Persona

Creating a template for B2B buyer personas requires a systematic approach that combines research, analysis, and creativity. Your business may cater to individuals from different backgrounds. So you need different personas for every category of customer, which simply means that you need atleast 5-10 customer personas for your business.  


Create Your Own Persona

But the thing is, it’s not always possible to create a different persona for each customer. So, it's better to group similar customers together into segments. Statistics also show that over 90% of company sales can be attributed to just 3-4 key buyer personas. It means, there's no need to make things complicated! 

Step-by-Step Guide to Create B2B Buyer Persona for Your Business 

Here’s the step-by-step guide that you can follow to create B2B buyer persona for your marketing campaigns: 

1. Do In-depth Audience Research

First, you need to identify key information of your target audience. Depending on the sector, the information can vary greatly, from demographic and firmographic information to technographics and intent data. These include industry, job title, company size, and location. It is essential to focus on your existing customers, potential customers, and individuals who possess similar characteristics as your target audience.

Here’s how you can do this: 

  • Dig into their motivations, pain points, and goals through surveys, interviews, and market research.
  • Gather data from social media, from their buying or searching history, or even from Google Analytics.
  • Ask your sales teams about the nature of leads that they are dealing with on daily bases. Find out more about their conversations with potential customers. This will tell you a lot about your target audience.
  • Analyze your existing customer data and identify patterns and commonalities among your best customers.
  • Organize the gathered information into a cohesive and detailed buyer persona profile.

2. Figure Out the Customer’s Pain Points.

  • What are the problems your target audience is facing?
  • What’s the reason behind these problems?
  • Do your product or service have enough potential to solve their problem or make their life easy?

These are the questions that you need to answer. Take a look at your customer's needs. Figure out what you can do to simplify their lives and find ways to enhance your products or services to better serve them.

You can get great insights into what customers want and need by talking with your customer support teams. Talking with your customer support teams will give you a window into how customers experience your products, and help identify ways to improve that experience.

People often like to go on social media to express their frustration with brands and services. By looking at the online places where your target customers hang out most, you can gain a lot of insights on their pain points, likings, and dislikings.

3. Identify the Goals of Your Customers

Once you know about the pain points of your potential customers, the next thing that you need to determine is the solution they are looking for. What your ideal customer is looking to achieve by using your products? 

What are their goals, and what motivates them? It’s important to know what your target clients value the most so that you can focus your marketing efforts on emphasizing those areas.

4. What Can You do to Help them?

So at this point, you know the problems of your target audience and also their goals. It’s time to determine how your product or service will help solve their problem and reach their goals. 

Figure out the strategies that will benefit your customers. Understand where your customers are currently in their buying journey. This will help you offer products or services that they simply cannot resist!

Then put yourselves in your customer's shoes and understand what you could do to make your products or services more valuable. How can you make your website more user-friendly? What improvements and training your customer support need? In fact, you need to evaluate how you can make your overall brand perception more appealing to your potential customers!

5. Finally, Create Your Persona  

Now, analyze the data you've collected so far, and start categorizing common qualities, demographics, and other traits that will help you flesh out unique buyer personas.

Make your personas relatable by identifying their qualities. Give them a name, a hobby, or a career, and make them appear to be actual people.   

B2B Buyer Persona Example

Here’s an example of a B2B buyer persona profile that represents a top-level executive who make final purchase decisions. 

B2B Buyer Persona Example



Create Your Own Buyer Persona

Now it’s time to create Buyer Personas for your own B2B business. But when you’re developing a buyer persona, keep in mind that you might have to make multiple personas to cater to the needs of your target audience. 

Business-to-business decision-making normally involves more than one decision-maker. So you need to make sure that your marketing resonates with all your target audience. And this can only possible when you involve more than one persona. 

Main Differences Between B2C and B2B Buyer Persona Profiles

In B2B, the decision-making process often involves multiple stakeholders, each with their unique needs and pain points. This complexity demands a deeper understanding and a tailored approach. In contrast, B2C marketing typically focuses on individual consumer preferences and immediate needs, with strategies aimed at appealing to personal desires and emotions.

The motivations driving B2B buyers are primarily centered around ROI, efficiency, and long-term value. These are the benchmarks against which they measure potential purchases. B2C consumers, however, tend to be influenced more by personal desire, brand reputation, and emotional triggers. Furthermore, the sales cycle in B2B contexts is generally longer and more intricate, calling for a thorough understanding of the buyer's business needs and challenges, while B2C transactions are usually more straightforward and quicker.

How Buyer Personas are Evolving

Buyer personas are rapidly evolving, influenced by digital integration, changing values, and consumer expectations. The rise of digital platforms has made online engagement a key characteristic of modern buyer personas. This trend underscores the importance of digital marketing strategies in reaching and engaging with today’s consumers.

Personalization is now a cornerstone of effective marketing. Buyers expect tailored experiences that resonate with their unique needs and preferences. This shift reflects a broader move towards customer-centric marketing strategies.

Additionally, there’s an increasing focus on sustainability and ethical business practices. Today's consumers, both individuals and businesses, are more mindful of the environmental and social impact of their purchases. Adapting to these values is crucial for businesses looking to connect with contemporary buyers.

Next Steps After Creating Your Personas

Creating your B2B buyer personas is a significant milestone. These detailed profiles provide a critical foundation for your marketing and sales strategies, offering a clear understanding of your ideal customers' needs, challenges, and preferences. With this valuable insight, you're well-prepared to create content and campaigns that effectively resonate with your target audience.

For practical application, especially in prospecting, our Infobel Pro GET service is a direct solution. It allows you to extract lists of companies that align with your buyer personas. You can select companies based on criteria such as company size, turnover, sector of activity, location and more. This enables a focused approach in connecting with businesses that match the specific characteristics of your ideal customer profile, streamlining your marketing and sales efforts.

FAQs on B2B Buyer Persona

Why should every B2B company create buyer personas? 

Creating buyer personas helps you understand your customers and what they need. By using this information, you can create marketing campaigns that better target the needs of your potential customers. This will result in more satisfied customers and increased sales.

How can buyer personas influence B2B marketing campaigns?

Buyer personas can give you a better understanding of your customers’ needs and you can create marketing messages that really speak to them. When customers feel like you understand their needs, they are more likely to engage with your brand and become loyal customers.

What are the key components of an ideal customer profile template?

Demographics, psychographics, company demographics, pain areas, and customer goals are the essential elements of a perfect customer profile.

Marc Wahba
Author Marc Wahba

Meet Marc, the co-founder and CTO of Infobel. He is in charge of software development. In 1991, he obtained a degree in civil electromechanical engineering from the Polytechnic Faculty and later earned a master's degree in management from the Solvay School of Brussels. Along with his brother, he founded Infobel in 1995, which was the first online directory to offer an online white pages directory. Marc's innovative mindset has led to the launch of new data products and services that have become a global success, serving clients all over the world.