Nothing is more expensive for a B2B company than sales and marketing efforts that aren’t effective. 

Ineffective sales and marketing looks like spending tons of time crafting messaging and plenty of money building campaigns that speak to just about everybody. 

The secret? 

Don’t focus on everybody, focus on somebody

But who is that somebody? 

That’s what we’re here to figure out today. 

In this tactical guide for sales and marketing teams, we’ll cover: 

  • What a B2B buyer persona is
  • Why your team should prioritize buyer personas
  • How to create an effective B2B customer profile
  • B2B buyer persona templates and examples to get you started

What’s a B2B Buyer Persona? 

A buyer persona is a fictional figure that you instill with a personality and traits that mimic actual buyers. Personas help distill and represent the roles, goals, motivators, fears, experiences, preferences, and other features that individuals in your ideal customer profiles (ICPs) share. 

Creating this character gives you a more clear idea of who you’re communicating with when putting together sales and marketing messaging and campaigns. It also helps product teams understand exactly for whom they’re building each feature and piece of functionality. 

In the B2B space specifically, sales and marketing should focus mostly on personas that describe their target decision-makers, business influencers, and buyers. 

Why Should I Bother With B2B Buyer Personas?

Building a persona can help marketing and sales pros and business leaders in several ways. 

Clean Up The Lead Pipeline 

When you know which of the leads in your pipeline are a great fit thanks to accurate personas, you can keep your lead list clean and avoid wasting your time on folks who are unlikely to convert.

That way, whenever you’re using a tool like Datanyze’s Google Chrome Extension to quickly dig up tons of data on potential leads on LinkedIn and other websites, you have the knowledge to keep that contact list laser-focused and useful whether you’re sharing it with sales, your CRM, or any other business platform.

datanyze contact information card

Prioritize Targets to Shorten the Cycle

The B2B purchasing process tends to be more involved than the B2C one. 

There are often more people involved in the B2B sales cycle, they’re all going to be on different buyer journeys, and each of them will need to be tackled in exactly the right order to pull off a flawless sale.

B2B buyer personas help sales and marketing folks get to know each of these people deeply, get to the bottom of what motivates them, and figure out their role in the purchasing process. 

This information can help prioritize and hone in on sales targets in a way that shortens the sales cycle and gets you to revenue faster. 

Improve Company Offerings 

When you know exactly the types of buyers you’re selling to — and keep that information documented and up to date — you can rest assured that the services and/or products you’re selling are squarely in line with what they want.

It’s important to create a feedback loop that ensures this information gets back to your product team, so they can continually improve your company’s offerings and create new ones that will be compelling to your target buyers. 

Create the Most Impactful Sales Messaging

Who doesn’t want to generate messaging full of powerful product value propositions? 

Well, that’s only possible when you’ve pinpointed who you’re talking to and what their struggles and inspirations are using personas.

For even more tips on personalizing messaging, Datanyze’s B2B lead generation tool has an icebreaker feature that summarizes what’s going on in a lead’s world from social media, local news, and more so you can always start relevant and meaningful conversations.

automatically personalizing messaging with datanyze

Sign up for Datanyze to gain access to B2B contact information — email addresses, direct dial phone numbers, company details, and more — and bring it all together to create unique messaging that speaks directly to your ideal personas.  

Information to Create an Effective B2B Customer Profile

Do the benefits of building a B2B buyer persona speak to you? 

Then let’s start creating by gathering all the factors to consider when spinning up a B2B buyer profile: 

Personal Demographics

Personal demographics describe the characteristics of a person. 

Understanding general demographics can make messaging more relevant and impactful. That said, you don’t have to spend terribly long getting these super precise. Focus on high-level factors like: 

  • Name 
  • Age 
  • Location 
  • Income range

Company, Title, and Role in Buying Process 

Time spent marketing or trying to sell to someone within a company who can’t make a purchasing decision is time wasted.

In order for a persona to work, you need to know who in every department influences the purchasing process. When you know this, you can begin to outline the general features that define each core B2B persona.

To make each persona you build as specific as possible so the resulting outreach is relevant, be sure to include information like: 

  • Firmographic data (company name, industry, size, and location) 
  • Job title
  • Responsibilities related to their title 
  • Their role in or influence on the buying process 

Pain Points They Want to Solve

What business issues — or even personal issues, depending on your offering — does your ideal persona want to solve? 

To craft messaging that speaks precisely to the pain points a persona is dealing with and helps them solve problems, ask yourself questions like: 

  • What is their biggest stressor right now?
  • What are they worried about in their company or industry (competitors, regulations, etc.)?
  • How can I make their job easier?
  • What challenges will my offering help them overcome?

Purchasing Motivators 

Honing in on pain points isn’t always enough to spur buyers or buying influencers into action. So, we recommend also diving into what motivates them to give you extra fuel when driving the purchasing conversation forward. 

Identify motivating factors by asking yourself these kinds of questions about each persona: 

  • Where is the company or person trying to go next? 
  • How can my offering help them get there — and get there faster?
  • How will what I’m selling help this person look better or move up in their company?

Tools They Already Work With

It’s valuable to think about the competitors and complementary tools your target customers are already working with. 

When you know this, you can craft more specific messaging that positions your option as either a good fit within their existing flow — or a more robust alternative to an existing tool. 

Ask these kinds of questions to identify what they’re working with and where you can inject your offering to improve their work and life: 

  • What systems do they have in place right now? 
  • How are they looking to expand the functionality of their systems? 
  • Are any of their existing systems holding them back?

Preferred Content Channels 

Finally, let’s consider the channels that key members of your target audience will use to consume your sales and marketing campaigns and outreach. 

The goal of knowing this is mostly to guide how you package and deliver your messaging.

If it turns out your most profitable buyer type has never watched a YouTube video, spending money developing and serving YouTube ads wouldn’t be the best B2B marketing strategy, now would it? 

This step could be time-consuming as there are hundreds of channels — digital and physical — to consider. Remember that done is better than perfect and don’t get too bogged down in the details. Just come up with your best approximation.

Popular consumer channels:  

  • Social media (Facebook, LinkedIn, etc.)
  • Physical ads (magazines, mailers, etc.)
  • TV and radio ads
  • Email marketing
  • Your blog 
  • Webinars 
  • Google ads 
  • Etc. 

Getting Started With B2B Buyer Personas

Wondering where you’re going to get all the information needed to flesh out accurate buyer personas?

Ideally, from data you already have around your existing customer base.

However, we get that you may not have this data sitting around, already organized and ready to use. So, here are some ways to either access the information you do have or source some fresh data to inform buyer profiles: 

  • Tap into your teams: Anyone who works with your customers, such as customer support, should have data on and/or insight into the demographics, roles, motivators, struggles, and other details that define your buyers.
  • Survey existing customers: Customers who are actively using your products and services are an amazing resource. Conduct interviews or surveys to learn more about what makes them tick and what messaging, interactions, and features made them convert. Get more feedback when you reward helpful participants with discounts, etc.
  • Ask your internal B2B buyers: Your business probably buys products and services from time to time, right? Talk to internal buyers in various departments to learn what kind of information they evaluate when making purchasing decisions, what channels they use, and so on. 

B2B Buyer Persona Template + Examples

Just as important as gathering all that customer data is finding a way to lay it out so that it’s actually usable by the people who are going to look at it before connecting with leads. 

That’s why we put together this clean yet detailed B2B buyer persona template (feel free to copy!):

B2B Buyer Persona Template + Examples

Looking for even more inspo for crafting your own B2B buyer persona? 

Here are some more resources from around the internet (no affiliation) that provide a wide variety of B2B buyer persona examples that you can shape to fit your needs: 

Build a B2B Buyer Persona to Hone Your Datanyze Lead Lists

Get the hottest 🔥 data no matter how cold 🧊 the prospect with Datanyze’s intuitive Google Chrome Extension that always serves up the most accurate B2B prospect info. 

Then, lean on all the tips we outlined above to shape up your lead list and create marketing and sales team outreach that’s always efficient and effective.

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