A buyer persona represents a detailed, semi-fictional profile of an ideal target customer based on data-driven insights about a company's best existing customers. Developing accurate buyer personas helps align sales and marketing activities tightly to the needs, behaviors, challenges, and motivations of the highest potential customer segments.

Buyer personas typically include demographics like job role, industry, and location as well as psychographics such as priorities, pain points, and preferences. They represent a composite sketch rather than a single individual. Personas enable far more relevant, personalized outreach. Ongoing persona refinement based on customer analytics and feedback improves results.

Back to Glossary