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What is a buyer persona?

buy - er per - so - na
noun

A buyer persona serves as a comprehensive depiction of the specific demographic the brand aims to reach. It captures the audience's composition, breaking it down into distinct roles or job functions, while also considering the surrounding circumstances, including the company's size, team dynamics, industry affiliation and individualized needs.

Creating buyer personas involve gathering in-depth insights into the pertinent information related to the target customers. This includes gaining a profound understanding of their decision-making processes and identifying how they engage with the brand throughout their customer journey.

The ultimate goal of developing buyer personas is to empower both the marketing and sales departments. Armed with these well-defined personas, commercial departments can tailor their strategies.