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PMA's B2B buyer persona example

Build out your B2B buyer persona to find the key attributes of your buyers and customers.
Product Marketing Alliance
Buyers could be anyone. In some businesses, it’s the CEO others, Marketing Directors and others again, Chief Financial Offers. It’s on you to first find who that person is and then you can build out your buyer persona.
💡 Remember: The characteristics are interchangeable. Depending on what’s most relevant for your business, you may want to remove or add additional fields. We’d recommend a maximum of 10 fields per persona and this template is designed to provide inspiration for what those fields might be/look like.

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Clear sample descriptions
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Name: Jane Doe
0
Attribute
Description
1
Bio
Responsible for keeping the company’s spending down, Jane’s all about balancing price and value. Her head’s always in the numbers and she has a lot of pressure from above to keep the business’ budgets in order.
2
Role in the buying process
Jane has the final say on all large, recurring purchases. She does not do the initial research, but she must approve the expense before a transaction’s made.
3
Background
Job: Chief Finance Officer (CFO)
Reports to: CEO
No. of employees: 6
4
Demographics
Age: 45-55-years-old
Gender: female
Location: Asia and Australasia
5
Company info
Industry: E-learning
Size: 500-1,000 employees
Revenue: $35-50M
6
Personality
Jane relates to numbers and loves a challenge. She takes pride in saving the business money and is not one to miss a detail. Although generally optimistic, she can be somewhat introverted when she’s not in her comfort zone.
7
Responsibilities
Getting every cent out of every dollar
Ensuring departments stay within their budgets and spend wisely
Reporting on the business’ financial status to the board
Approving or rejecting expense claims
8
Goals
Keep the company’s spending as low as possible while ensuring everyone has what they need to deliver results
Make more informed decisions on the potential return of expenses
Spend less time researching and fact-checking expense forms
9
Challenges
Everybody always wants more budget than they’ve got
A lot of the time, it can be hard to quantify the monetary return of purchases
The business is always pressing her to further reduce departmental spending
10
Motivators
Price
Value for money
Data
Recognition
Influence
11
Validators
Backing from the CEO
Colleague case studies
Gartner or Forrester recommendations
12
Why won’t they buy?
Because she’s not convinced of the ROI. If a claim doesn’t meet the company’s expense requirements, nine times out of 10, it’ll get turned down.
13
What closes the deal?
Value for money every time. If we can prove our product will save or make the company more than it costs, we have our foot in the door.
14
Communication preferences
Jane isn’t involved in the research phase. Individuals or departments approach her once they have made a decision and she then ensures feasibility. Often, colleagues don’t come to her with all the detail needed, she prefers a simple one-pager packed with all the pricing, data and recommendations she needs in one place. We should provide users with this information to forward on to Jane.
15
Most valued features
Real-time dashboard
Unlimited users
16
Least valued features
Chrome extension
LinkedIn integration
17
Price point
Willing to pay: $69/month
Customer acquisition cost: $45
Lifetime value: $556
There are no rows in this table
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