5 ways to create B2B buyer personas

5 ways to create B2B buyer personas

B2B buyer personas serve as a roadmap to better understand your consumers' behaviors, preferences, and needs. Here's how to create better buyer personas for your business.
Jell Digital Staff
September 7, 2023
Request a free marketing plan

Want to know how we can help you accelerate your revenue growth?

Free marketing plan

What is a buyer persona for B2B?

Understanding your target audience is not just beneficial – it's essential. Buyer personas serve as a roadmap to better understand your consumers' behaviors, preferences, and needs. This guide breaks down the steps to create well-researched, detailed buyer personas to elevate your marketing strategies.

A B2B buyer persona is a semi-fictional representation of your ideal customer. Personas are crafted from market research, real data from your current customers, and projections. It's not just about demographics, it's about understanding your prospects' motivations, challenges, buying habits, and more.

How to get started with B2B buyer personas

1. Data collection

Start by mining data you already possess. Use strategies like:

  • Customer surveys: Use open-ended questions to gain insights into customer preferences and pain points.
  • Feedback forms: Encourage customers to provide feedback after purchases.
  • Website & social media analytics: Monitor user behavior and engagement patterns.

2. Conduct personal interviews

Engage with both prospective customers and those who chose a competitor over you. This provides a balanced view of the marketplace and your product's positioning.

3. Segment your B2B buyer personas

While demographics (age, location, job title) give a general overview, psychographics dive deeper. Understand:

  • Habits: What does their day-to-day life look like?
  • Motivations: Why do they seek out products/services like yours?
  • Challenges: What problems can your product solve for them?

4. Understand the B2B buyer's journey (important!)

Every buyer persona has a unique journey they undertake before making a purchase. This typically involves three stages:

  • Awareness: The customer recognizes they have a problem.
  • Consideration: They seek out solutions to their problem.
  • Decision: They choose a product/service to solve their issue.

5. Use buyer persona tools

Several online platforms offer templates and tools to help structure and design your buyer personas. These visual representations can be particularly useful for team-wide understanding.

Here are just a couple to get started with:

HubSpot's Make My Persona Tool

HubSpot's tool is an interactive guide that helps users craft detailed buyer personas by answering a series of questions. The tool then generates a professionally designed persona.


Xtensio facilitates a collaborative workspace for teams, and their buyer persona template is both user-friendly and comprehensive. Users can customize different sections to suit their research and findings.


PersonaBold offers a streamlined approach to persona creation. By answering a set of guided questions, users can have a detailed buyer persona ready for download in various formats.

Don't forget to update your B2B buyer personas

Markets evolve, and so do customers. Regularly revisit and refine your buyer personas to keep them relevant. You'll also want to ensure that not just the marketing team, but sales, product development, and customer service are all aligned with these personas. This ensures a cohesive customer experience. Also, consider the use A/B testing to see how different strategies align with each persona. Refine your strategies based on results to ensure maximum ROI.

Creating accurate buyer personas isn't a one-time task – it's an ongoing process of understanding, refinement, and implementation. The better you know your customers, the more effectively you can serve them, ensuring business growth and sustained success.

Get updates to your inbox

Subscribe for digital marketing insights.
We never share your data.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.