Jun 16, 2023

B2B Buyer Persona Framework

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byPaul Lewis

Posted on Jun 16, 2023

A buyer persona is an essential starting point for any successful sales and marketing campaign. Doing a buyer persona for your B2B marketing review places your customer at the centre and ensures you’re targeting the right consumers to maximize purchases and see a return on your investment. Without buyer personas, you’re doing business in the dark.

This template will help you dig into the Why, What, Where and How of any type of B2B persona, focusing on their:

  • Functional Attributes - such as job titles, levels of influence and seniority.
  • Emotive Attributes - including challenges, needs, requirements and lexicon
  • Decision Process Attributes - e.g. their level of responsibility and engagement
  • Behavioral Attributes - including content, interaction and "watering holes" where they engage.

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Paul Lewis

Paul is a 20+ year marketing veteran who began his career in Los Angeles with the global advertising agency BBDO. He then moved on to spend eight years at Experian, the world’s leading global information services company. Since 2013, he has been overseeing the management, creation and execution of social media marketing and sales enablement programs at global tech company Pitney Bowes.