Develop a Buyer Persona

  • Updated
We recommend developing a buyer persona to help you understand your typical customer. While this won't directly be used in your Act-On marketing automation, it's a great way to visualize who will be the intended target for the content and campaigns that you create. A customer-first strategy is always best!

What's in a Persona?

Your buyer persona should use any data you have on your existing customer base and market research such as surveys. Use this to create a short bio of a fictional person with criteria such as:

  • Buyer's Background
  • Daily Activities/Behavior
  • Current Problem and Solutions
  • What's Important to Them

Example

Facility/Operations Manager - Dave

Personal Background
  • Age: 45-55
  • Personal: Married with 1 child in High School
  • Education: Undergraduate

Role:
Facilities or Operations Manager
  • Job measured: Space & operations efficiency, employee productivity
  • Skills required: People management, analysis, industry knowledge
  • Reports to: CEO or General Manager

Company Information
  • Industry: Distribution
  • Revenue: $20M
  • Employees: 100

Goals and Challenges
  • Success means: A raise & promotion
  • Values: Job security, family, recognition
  • Challenges: New systems, managing people

Shopping and Industry News Preferences
  • Preferred communication: Email, phone
  • Industry news: Specific industry publication - a trade magazine
Keep in mind:
  • You may want to create several of these based on industry, product line, etc.
  • For best results, work closely with your Sales team to get their perspectives!
  • It's a great idea to continually validate this persona against your real-world customers over time
With one or more personas in hand, you're well-equipped to provide a more personalized and engaging marketing experience.

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