What’s Included in a Buyer Persona?
Buyer personas can and should contain any information you have identified as important to understanding each customer segment in your total addressable market.
As a starting point, a B2B SaaS buyer persona usually covers the following six categories:
Demographic information generally includes variables like age, race, gender, education and income level, industry.
When understanding your buyer’s job role, it’s important to dig deeper than the job title to really understand their responsibilities and priorities.
Learning how your buyers spend their time, who they report to, and how their success is measured can tell you exactly how to position the products and services you provide.
Personality and Psychographics
The better you understand your buyer’s personality, the better you’ll be able to target them with personalized messaging that truly resonates. A useful starting point is to identify characteristic attitudes, values, beliefs, and fears for each of your buyer segments.
B2B SaaS companies can also use tools like the Myers-Briggs Personality Test and the Five-Factor Personality Model to better understand their customers.
Understanding the goals and motivations that are driving prospects into your sales funnel is a critical aspect of effectively marketing and selling your product. Understanding the outcomes that a buyer wants can tell you exactly how to position your product to maximize the perceived value.
This part of your buyer persona should identify your buyer’s most significant challenges in their job role that can be solved by your product.
Buyer personas are a great place to take note of common preferences that you identify within a particular customer segment. Consider factors like:
- How does this buyer segment prefer to communicate?
- What’s the best way to reach them? The best time?
- How do they make purchasing decisions?
- Which social media platforms do they like to use?
Once you have created a buyer persona that covers all six categories for each customer segment in your total addressable market, you’ll be able to create targeted content and messaging for each segment that appeals to their challenges, goals, and motivations.
As a result, your marketing should resonate more strongly with your target audience, leading to increased SQL generation and revenue growth.