B2B Buyer Persona (that doesn't suck)

Most B2B buying personas suck.

So I made one that doesn't.

The problem is not B2B Buying Personas.
The problem is always the data that goes into them.

Here is the data you actually need:

1. 𝐑𝐨𝐥𝐞, 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐢𝐞𝐬 & 𝐎𝐭𝐡𝐞𝐫 𝐅𝐢𝐫𝐦𝐨𝐠𝐫𝐚𝐩𝐡𝐢𝐜𝐬
- Who are the right people and businesses to target

2. 𝐏𝐫𝐨𝐜𝐞𝐬𝐬 𝐁2𝐁 𝐁𝐮𝐲𝐞𝐫𝐬 𝐖𝐚𝐧𝐭 𝐭𝐨 𝐈𝐦𝐩𝐫𝐨𝐯𝐞
- All B2B Solutions live within a larger process.
What is the key one for your ideal buyer?

3. 𝐇𝐨𝐰 𝐏𝐫𝐨𝐛𝐥𝐞𝐦𝐬 𝐌𝐚𝐧𝐢𝐟𝐞𝐬𝐭 𝐢𝐧 𝐓𝐡𝐢𝐬 𝐏𝐫𝐨𝐜𝐞𝐬𝐬
- What’s keeping buyers from finding success in this process

4. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐓𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐟𝐨𝐫 𝐒𝐞𝐞𝐤𝐢𝐧𝐠 𝐚 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧
We might call these category entry points or buying triggers,
But these cause a B2B buyer to prioritize making a change

5. 𝐓𝐫𝐮𝐬𝐭𝐞𝐝 S𝐨𝐮𝐫𝐜𝐞𝐬 𝐨𝐟 I𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧
Not the best channel but how do they cut through marketing & sales spin

6. 𝐇𝐨𝐰 𝐁𝐮𝐲𝐞𝐫𝐬 𝐁𝐮𝐢𝐥𝐝 𝐚 𝐂𝐨𝐧𝐬𝐢𝐝𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐒𝐞𝐭
What info do they need to build this short-list

7. 𝐇𝐨𝐰 𝐁𝐮𝐲𝐞𝐫𝐬 𝐄𝐯𝐚𝐥𝐮𝐚𝐭𝐞 𝐚 𝐂𝐨𝐧𝐬𝐢𝐝𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐒𝐞𝐭
Who makes the final cut and why

8. 𝐎𝐭𝐡𝐞𝐫 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 𝐁𝐮𝐲𝐞𝐫𝐬 𝐂𝐨𝐦𝐩𝐚𝐫𝐞 𝐘𝐨𝐮 𝐀𝐠𝐚𝐢𝐧𝐬𝐭
Both direct and indirect competitors

9. 𝐌𝐞𝐦𝐛𝐞𝐫𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐁𝐮𝐲𝐢𝐧𝐠 𝐆𝐫𝐨𝐮𝐩
Who are they and how do they influence the purchase

10. 𝐖𝐡𝐲 𝐰𝐞 𝐖𝐢𝐧 𝐃𝐞𝐚𝐥𝐬
What are the unique reasons people choose you over the competition?

Without these fundamental ten things,
you will not understand how B2B Buyers think,
or build credible and relevant marketing/sales programs,
that influence purchasing decisions.