B2B Buyer Persona Template

How to Use This Template

  1. Fill in each section using real customer research and interview data
  2. Include actual quotes from customers (marked with italics)
  3. Be as specific as possible - avoid generic statements
  4. Update regularly as you learn more about your buyers

Basic Profile

Category What to Include Example
Role Profile • Common job titles
• Team structure
• Reporting line
• Budget authority • Title: VP of Marketing
• Manages team of 5-7
• Reports to CMO
• Budget: Up to $100K
Key Metrics • 3-5 main KPIs they're measured on
• Include specific numbers if possible • Lead conversion rate
• Customer acquisition cost
• Marketing qualified leads/month
Current Tools • List key tools/software they use
• Focus on ones relevant to your solution • Marketing automation
• Analytics tools
• CRM system

Jobs-to-be-Done & Challenges

Instructions: For each job/challenge, include:

  1. The specific task or goal
  2. Why it's important to them
  3. Direct quotes describing the problem
  4. Current workarounds they use
Job Customer Voice Impact
[Primary job they need done] [Include actual quote describing this need] [Business impact of not solving this]
[Secondary job] [Quote] [Impact]
[Tertiary job] [Quote] [Impact]

Buying Process & Decision Journey

Instructions: Document each stage of their buying process using real customer language. Include:

  1. What triggers them to start looking?
  2. Where they go for information?
  3. How they evaluate options?