B2B GTM & Lead Generation 2,500+ Clients, 250+ Industries

Does it talk about what the brand does, or what the customers achieve? Many business buyers don’t care about the feature list until they understand what problem the brand solves. The podcast focuses on inspirational stories from entrepreneurs and offers practical tips for starting an online business on Shopify. When prospects see actual results from real people, the value proposition becomes obvious without feeling like a sales pitch. Both consumers and businesses can see a clear connection between using Adobe’s products and success on TikTok, making this a great example of B2B marketing. The brand does a good job highlighting its products in a fun, non-promotional way.

But they’re a sure way to keep your buyers at the heart of your business and to stay at the forefront of market trends. If two roles share similar motivations and objections, a single persona with role-specific notes may be sufficient. A persona with real objections, specific decision criteria, and buying committee context changes how your entire team operates. AI tools accelerate persona creation by synthesizing publicly available data, analytics, and behavioral patterns.

Sales, marketing, and customer success teams often provide valuable perspective on the people they interact with throughout the buying journey. Building a buyer persona starts with gathering insights from both internal teams and customer research. An Ideal Customer Profile (ICP) describes the type of company that is the best fit for your product or service, while a buyer persona describes the individual decision-makers within those companies. Marketing and sales teams use buyer personas to create more relevant messaging, targeted content, and personalized sales conversations.

Various factors, from content and events to data and coaching, influence B2B sales achievement on an individual and organizational level. Testing different approaches allows for determining optimal sales strategies. Specifically, personas and lifecycle stage messaging lead to more relevant communications. With unreachable prospects, significant revenue is left on the table.

B2B versus B2C buying processes

As a result, these sponsorships risk becoming costly exercises in brand exposure without delivering meaningful returns. While this tactic aligns with the visibility-driven approach common in B2C marketing, it often falls short in a business-to-business context. For example, many B2B marketers are emulating consumer-focused strategies by investing in high-profile sponsorships such as Formula 1 racing. Too often, B2B organizations underinvest in brand initiatives, relegating them to mere awareness-building or treating brand programs as nice to have vs must have initiatives. Buyers use YouTube to understand categories, compare approaches, evaluate vendors, watch product… And yet, a lot of B2B sites still act like they’re trying to win a design award instead of a deal.

Keep personas updated

Layer 3 connects your solution to their definition of success. In my work as a Fractional CMO with B2B and B2B SaaS companies, most buyer personas fail not because of bad intent, but because they’re built on too few layers of information. ” It operates at the individual and committee level, covering job titles, responsibilities, goals, pain points, decision-making authority, and information habits.

• Update immediately after a major product pivot, a market shift, or a significant change in win/loss patterns.
• A b2b buyer persona describes the different people within those companies who influence or make the buying decision.
• As B2B solutions grow more complex—and the risks of getting them wrong grow more visible—stakeholders from across the business now take part in purchase decisions.
• Start by defining the brand’s values, then create content that reflects them.

There’s a high chance prospects could flag the messages as spam, which b2b buyer persona is dangerous. Using dedicated customer service software can elevate the customers’ experience, as it includes all the features necessary to improve the customer’s satisfaction. Another way to explore this is through partnerships with influencers that align well with brands and objectives.

The 5-Layer B2B Persona Stack: A Fractional CMO Framework

B2B marketing campaigns can also uncover the concerns or pain points that your prospects may have – pain points that only your product or service can solve. Prospects who have heard of your brand will be more willing to engage with you. You can measure conversion rates, average call length, lead quality, and more, helping you refine your approach over time.

The Risks: Why “Synthetic Personas” Need Human Guardrails

Knowing your target audience’s ‘non-professional’ information will help you create a marketing strategy that resonates with them. It also includes a section to jot down any concerns that should be considered when dealing with this persona. This template, shown in the third example below, covers the same demographic and work identifiers as the traditional template, but includes additional fields on how your company can directly serve the persona. This buyer persona template used in the first two examples below includes all of the standard information fields of a traditional template.