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PMA's B2B user persona example

User personas are essential in ensuring you're building products and features in-line with customer needs, and creating messaging and campaigns that resonate.
PA
Product Marketing Alliance
Using a fictitious campaign management software company, here’s what a polished-off user persona should look like.
💡 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
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Description
1
Bio
Jane is a driven Campaign Manager at the center of her team’s activities and she’s looking for an automated solution to deliver more campaigns and leads at less cost. Price and reviews are focal points during decisions and external support is something she yearns for.
2
Role in the buying process
Jane is an influencer. She does not have the final say but she drives the business case to get internal buy-in.
3
Background
Job: Campaign Manager
Industry: Computer Software
Reports to: Digital Marketing Director
4
Demographics
Age: 25-35-years-olds
Location: UK, Ireland, France
5
Personality
Jane is ambitious, driven and loves being at the centre of her department and getting deep into the numbers. However, she can get flustered when colleagues are leaning on her for results and would describe herself as reliant on external support.
6
Responsibilities
Planning, executing and reporting on digital campaigns
Delivering leads to internal sales teams
Campaign optimisation
Meeting the marketing department’s deliverables
7
Motivators
Price
Familiarity
Speed
Reviews
User-friendly
8
Goals
Bring more automation into day-to-day activities
Get various campaign apps to talk to each other
Find cost-effective, user-friendly, and one-stop-shop-type tools to help deliver more at less cost
Prove ROI to leadership
9
Challenges
Ability to have a holistic view of all active campaigns
Keeping up with the business’ campaign demand
Providing sales with enough qualified leads
10
Real-life quotes
“I’ve tried campaign solutions in the past but they didn’t seem to actually make my job much easier.”
“The business has ambitious goals but limited budget and at the moment, it’s hard to meet those targets with limited resources and so much manual intervention needed.”
11
Messaging
When we talk to Jane we should emphasise our product’s ability to read and interpret data from multiple campaign sources, as well as the time-saving features embedded throughout. Jane relies on external support and so we should be comforting and authoritative in our delivery. Let her know she’ll find a reliable partner in us.
For example:
“Managing campaigns and reading data just got easier and quicker. Whatever the campaign, whatever the KPI, we’re here for you.”
12
Communication preferences
Jane is active on social media but prefers to be contacted via email. She doesn't like cold calls.
When researching topics or solutions, she usually relies on industry publications or peer reviews. She prefers articles or guides but is not adverse to other mediums.
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