Buyer Persona

A buyer persona is a research-based profile that depicts a target customer. Buyer personas describe who your ideal customers are, what their days are like, the challenges they face, and how they make decisions.

In B2B SaaS, you often have multiple personas within a single account (e.g., the User, the Manager, the Decision Maker/CFO). Understanding each persona allows for tailored messaging that addresses specific pain points and motivations, improving marketing effectiveness and sales conversion.