6 B2B and B2C Buyer Persona Examples You Can Use In Your Business

B2B and B2C Buyer Persona Examples You Can Use In Your Business

When developing any kind of strategy, you must know precisely the people you are targeting.

Working with buyer persona examples is the best way to go about it. With this valuable resource, you are able to visualize exactly who your audience is and how to satisfy their specific needs.

Your strategic efforts may differ vastly, depending on the audience you are trying to reach. Using a buyer persona model will help you adapt your approach to the correct people and increase your success.

You must also consider the various differences between markets and how that has an impact on the reached audience.

B2C and B2B businesses tend to have radically different marketing and sales initiatives and that also applies to the buyer persona.

With that in mind, you must create the appropriate buyer personas for your business strategies. By doing that, you will be able to enjoy several advantages and improvements to your results. 

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    What is a Buyer Persona?

    A buyer persona is a semi-fictional character that represents a slice of your target audience.

    It’s somebody with all the traits of a real client of your business, with all the relevant information for your strategy.

    So, instead of focusing on “men and women, ages between 25 and 30, middle class”, we would target Bradley, who is a 27-year-old aspiring marketer in a medium-sized firm. You can further discuss Bradley’s traits, such as his need for a way to fit more studies into his schedule and desire to become head of marketing.

    Check out this animated infographic to understand better the difference between customer persona and target audience:

    Working with a buyer persona is different from using traditional target audiences.

    After all, it’s a more specific look into a portion of this public. In addition, it has valuable data about their motivations, needs, desires and others, which help you come up with the right approaches.

    Depending on your business’ field, you might need to add specific pieces of information to your customer persona.

    It’s also important to differentiate B2B buyer personas from B2C. You’ll learn more about it further below.

    Why is it Important to Work with Buyer Personas?

    Developing buyer personas for your strategy is critical for your results.

    This is the best way to make sure every element in your campaigns work. It’s things like tone of voice, visual elements, type of content, best media channels, and others.

    Such usefulness is due to how specific the information is on a buyer persona.

    By knowing exactly what their motivations and needs are, you can create the best marketing and sales approach to convince them about your product. If you choose a vaguer target audience, this job becomes harder.

    Working with buyer personas also helps you deepen your knowledge about your product’s value.

    After all, you are able to see the positive effect it has on the people you try to reach. By seeing how these people interact with your business, you might acquire valuable insights about your services.

    Lastly, having buyer personas is a great way to empathize with your target audience. By understanding their fears and needs, you are able to strengthen your relationship with them.

    What is a B2B Buyer Persona?

    When working towards reaching a B2B market, you must work with a B2B buyer persona.

    It will generally represent the business professional who makes the decision to hire a solution such as the one you are selling.

    A B2B product or service has a different sales process than regular items bought from a store — the B2C market. This is a longer buyer journey that is reflected on several aspects of your strategy, including your buyer persona.

    Additionally, a B2B purchase commonly involves multiple people within an organization.

    You might have to create multiple buyer personas to appeal to multiple levels of employees. Depending on your approach, you might be able to reach the top quickly or go through several layers of staff first.

    3 B2B Buyer Persona Examples

    Here are 3 examples of B2B personas you can use:

    1. Buyer persona for a marketing automation platform

    Name: Hugo Klein

    Age: 36

    Location: San Francisco, CA

    Position: CMO at medium-sized e-commerce

    Background: Hugo is married and has two kids in preschool. He is originally from Sacramento, having moved to San Francisco to work at his current company. He has two MBAs and reached the position of CMO after seven years in aspiring positions.

    Goals: Hugo wishes to add value to the company as CMO. Among his responsibilities is the purchasing of digital solutions that might improve marketing and sales strategies.

    Frustrations: Hugo has little time in his busy day to test every single solution available in the market, which contributes to the company being behind technology-wise.

    How we can solve his frustrations: our sales team has identified that Hugo’s efforts as CMO will be greatly benefited from our marketing automation platform. We have prepared a quick presentation to highlight its features and will offer a free trial once he demonstrates interest.

    2. Buyer persona for a Big Data solution

    Name: Amanda Miller

    Age: 28

    Location: New York City, NY

    Position: sales analyst at a stockbroker firm

    Background: Amanda was never a numbers person, but she found herself working as an analyst for one of the biggest stockbroker firms in the US. She is engaged to a freelance photographer who works mostly from home and has enough free time to exercise at the park and go out for drinks.

    Goals: Amanda wishes she could bring something valuable to her business to be noticed. Despite being comfortable at her job, she wishes to climb the corporate ladder.

    Frustrations: Amanda understands the value of data, but feels the higher-ups at her company are too skeptical of her reports. She has no idea what kind of solution could help her.

    How we can solve her frustrations: our Big Data platform will offer Amanda exactly what she needs, which is a way to deliver valuable information to her leaderships. Since she is willing to learn, we can attract her as a visitor and convert when she understands the solutions to her problems.

    3. Buyer persona for an accounting software

    Name: Mark Houston

    Age: 32

    Location: Miami, FL

    Position: Small business entrepreneur

    Background: Mark has never had a knack for numbers, but his coding skills are on point. He is a single father with two kids in elementary school. He started his own web design and development business so he could be at home with his kids more.

    Goals: Mark wants to streamline his accounting process and hire a team to work under him. His business is growing, but he is uncomfortable hiring too many employees when he struggles to figure out his finances. Mark is looking to maximize the use of his time.

    Frustrations: Mark is struggling to find the time to manage company expenses and earnings. Since Mark is not good with numbers, he wastes a significant amount of time trying to deal with financials. Unfortunately, this takes him away from more important business responsibilities.

    How we can solve his frustrations: Our accounting software is ideal for Matt, as it is designed specifically for small business owners who are struggling and on a limited budget. The software is easy to use for beginners, which will attract Mark to look more into our offerings.

    What is a B2C Buyer Persona?

    A B2C strategy revolves reaching regular consumers directly, such as people at a store.

    While this is a more traditional approach to marketing, it can also enjoy the benefits of working with a buyer persona. After all, it’s a great way to stay ahead of the competition and strengthen your brand.

    As such, unlike the B2B market, the purchasing decision usually is individual. In addition, it might be more emotional than rational, even impulsive.

    Because of these traits, the B2C market allows your approaches to appeal to people’s perceptions and desires.

    However, you should not think of your B2C audience as a faceless group of people.

    By working with B2C buyer persona examples, you will be able to consider the right motivations and needs in your strategy. This will contribute to better results in your campaigns.

    3 B2C Buyer Persona Examples

    Here are 3 examples of B2C personas you can use:

    1. Persona for a cosmetics brand

    Name: Rosa Rodriguez

    Age: 42

    Location: Chicago, IL

    Position: manager at a mall clothing store

    Background: Rosa has always loved going out with her friends since she was younger. After getting married and having 2 teenage boys, she started working as a manager at a clothing store. Her husband is away a lot on business, so Rosa is always busy around the house.

    Goals: Rosa wishes to have more time for herself and even feel like her younger self.

    Frustrations: Rosa has to manage being a mother and a manager at her job, which adds up to full-time dedication. This makes it harder for her to dress up and meet up with her friends, who have more free time than she does.

    How we can solve her frustrations: our line of cosmetics is geared towards those without a lot of time to try multiple colors and flavors. Rosa will identify with our message, as other cosmetics are usually targeted to younger women. She will feel seen and, therefore, will consider trying out our product.

    2. Persona for a digital movie rental service

    Name: Will Davis

    Age: 19

    Location: Dallas, TX

    Position: college student

    Background: Will is majoring in Computer Science despite not being a fan of technology. He chose to keep living at home instead of joining a dorm, but still hangs out with his friends at campus between classes. When he’s free, he joins freelancing sites to earn some money.

    Goals: Will could use extra leisure options while staying at home and not working.

    Frustrations: Will likes watching movies and TV shows, but can’t keep up with all the streaming services that are available. He just wants to sit down and watch his favorite shows without fearing they may leave the catalog.

    How we can solve his frustrations: our digital movie rental service is not like the big streaming sites. Our catalog can be rented and purchased — and belong to the customer no matter what. We will let Will know about these benefits through targeted ads that offer a free trial for the service.

    3. Buyer persona for a coffee shop and bakery

    Name: Melanie Brown

    Age: 22

    Location: Seattle, WA

    Position: Full-Time Psychology Major, Part-Time Secretary for a Doctor’s Office

    Background: Melanie lives on coffee because she gets up early and stays up late. When Melanie isn’t in class, at work, or studying, she is scrolling through social media, especially on Facebook and Instagram. She is always looking for coupons that will allow her to experience new things, especially food and drinks, at a discount.

    Goals: Melanie’s goal is to become one of Seattle’s top-rated psychologists. One day, she hopes to travel the world. For now, she just wants to enjoy good coffee and pastries and make it through school with a 4.0 GPA.

    Frustrations: Melanie struggles to find a coffee shop near her that offers online and app ordering. It takes too much of her time on most days to stand in line for a much-needed cup of coffee.

    How we can solve her frustrations: Our newly opened coffee shop offers ordering through an app, which will appeal directly to Melanie since she is looking for ways to save time and make her life easier. Since Melanie uses Facebook and Instagram primarily, we can use targeted ads to reach her on social media and provide a discount on her first order.

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    How to Create Your Buyer Personas

    Ready to start creating some fantastic buyer persona examples of your own? Here are a few pointers to get you started in the right direction.

    1. Start with one persona per customer group

    Although some companies do work with many different buyer personas, creating too many too soon can overcomplicate your process. Instead, start with one persona per customer group.

    Between three and five customer personas is a common starting point for most companies. But you can always add more when and if they’re needed, as well as flesh out existing personas further.

    2. Decide which information to include

    The buyer persona examples you’ll see one company swearing by may differ significantly from the ones another company will use, and with good reason. 

    Every marketing team finds different details valuable when working to understand their ideal customer.

    However, there are several key categories everyone should consider when putting together personas. They include:

    Demographics

    Which broad groups do your customers fit into as far as age, income, location, education level, family status, and similar details?

    Professional Info

    Which industry does the customer work in, and what is their job title? (Knowing this information is especially important for B2B companies when identifying decision-makers.)

    Personal Info

    Who are your customers as people? What are their goals, values, beliefs, and interests?

    Pain Points

    What struggles are your customers facing? What are they afraid of or looking to overcome?

    Information Sources

    Where do your customers do their research when seeking information or looking into a potential purchase? Who do they listen to, respect, and trust as authority sources?

    Purchase Behavior

    How do your customers come to decisions about what they buy and where they spend their money? What obstacles might stop them from completing a purchase or making repeat purchases in the future?

    3. Gather your data

    Great buyer persona examples are never based on guesses or assumptions, no matter how educated. 

    They’re data-based, so start filling yours in by consulting the data you already have on your existing customers.

    Then supplement that by gathering even more information via methods like feedback surveys and interviews, both with your actual customers and key members of any target audiences you’re looking to reach. 

    Your sales reps and customer care teams can likely tell you a lot about your customers, as well.

    4. Leverage the right tools

    The process of creating new buyer personas and keeping existing personas up to date can be a lot easier and more efficient when you have the right tools in your corner. 

    For example, a tool like the Ultimate Buyer Persona Generator can help guide you through the process and ensure you cover all the essential details.

    Such tools can also help raise your chances of closing important sales, getting into the minds of your existing customers, and successfully reaching new demographics with your marketing.

    Wrap Up

    Working with buyer personas is a great way to make your message more personal.

    You will know exactly whom you are speaking to, which will improve your marketing and sales efforts.

    Consider the buyer persona examples in this article and start creating your own right away to see the benefits sooner. Lastly, always make sure to keep them updated as you learn more about them.

    Would you like some extra help to create your own effective buyer persona for your marketing and sales strategies? Then, download our free ebook now!

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