Sales Glossary > Buyer Persona

Buyer Persona

Buyer persona is a research-based, semi-fictional collective image of your ideal customer.

Simply put, it’s a summarized representation of who your target audience is, based on market research and available data about your existing customers.

Also referred to as a customer persona, it includes their demographics, behavior patterns, challenges, pain points, and motivation.

Knowing your buyer personas can help you tailor your marketing and sales strategies and messaging accordingly to improve their efficiency. A business can have several buyer personas at the same time.

There also are three main types of buyer personas:

  • Decision Maker
  • Evaluator
  • Influencer

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Ideal Customer Profile and Buyer Personas Workbook (+ Templates)