B2B Buyer Personas Getting More Complex

Buyer personas are unique to each company, but they all tend to focus on one thing; the role each buyer has in making purchasing decisions. As the role of the B2B buyer broadens, buyer personas are become more intricate.

The contemporary B2B buyer persona has surpassed basic attributes such as job title, industry and company size. They can now be tailored to an individual buyer all the way up to a large enterprise. Today’s buyer personas are designed to assess how, when and why buyers come to their decisions in regard to making purchases. Grouping buyers based on beliefs, priorities, goals, preferred channels and previous purchases allows marketers to more accurately read on how they can help solve a certain problem.

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