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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.

Product Marketing Alliance

Using a fictitious campaign management software company, here’s what a polished-off user persona should look like.

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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

Name: Jane Doe

Attribute

Description

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.

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.

Background

Job:

Campaign Manager

Industry:

Computer Software

Reports to:

Digital Marketing Director

Demographics

Age:

25-35-years-olds

Location:

UK, Ireland, France

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.

Responsibilities

Planning, executing and reporting on digital campaigns

Delivering leads to internal sales teams

Campaign optimisation

Meeting the marketing department’s deliverables

Motivators

Price

Familiarity

Speed

Reviews

User-friendly

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

Challenges

Ability to have a holistic view of all active campaigns

Keeping up with the business’ campaign demand

Providing sales with enough qualified leads

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.”

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.”

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.

There are no rows in this table

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