What is a Buyer Persona?

A semi-fictional representation of your ideal customer based on market research and accurate data about your existing customers. While it helps marketers like you define their target audience, it can also help sales reps qualify leads. (Learn more about developing buyer personas here.)


For example, let’s consider a company that sells outdoor adventure gear. They might create a buyer persona named “Outdoor Enthusiast Emily.” Their research determined that Emily is an avid 30-year-old hiker and camper who values sustainability and durability in her gear choices. She enjoys exploring national parks, participating in outdoor events, and following outdoor adventure influencers on social media. The company uses this persona to guide its marketing strategies, content creation, and product development to better resonate with customers like Emily.

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