A buyer persona is a semi-fictional representation of an ideal customer based on data, research, and real interactions. Personas capture demographics, job roles, goals, challenges, and motivations, providing context for how buyers make decisions.
For B2B marketers, personas are essential to audience segmentation and content personalisation. They enable teams to align messaging with specific business needs and emotional drivers, increasing relevance across channels.
Personas evolve as markets and technologies change. When integrated with intent data and CRM insights, they become dynamic tools for continuous optimisation of targeting, messaging, and campaign planning.