Targeting
B2B Buyer Persona
A research-based profile of the individual decision-maker you are targeting within your ICP companies.
What is a B2B Buyer Persona?
A buyer persona is a detailed profile of the individual you are targeting within your ideal customer companies. While your ICP defines the company, the buyer persona defines the person: their role, their priorities, their pain points, and how they evaluate solutions.
ICP vs. Buyer Persona
| Dimension | ICP (Company) | Buyer Persona (Person) |
|---|---|---|
| Focus | Organization attributes | Individual characteristics |
| Example | Series B SaaS, 100-500 employees | CTO, 8+ years experience, manages 20+ engineers |
| Data sources | Crunchbase, LinkedIn, job boards | LinkedIn profiles, content engagement, interviews |
| Purpose | Account selection | Message personalization |
Building Buyer Personas for B2B SaaS & Dev Agencies
For B2B SaaS and dev agencies, your primary buyer personas typically include:
The Technical Evaluator (CTO / VP Engineering)
- Cares about: Architecture decisions, team productivity, technical debt
- Fears: Vendor lock-in, integration complexity, scaling failures
- Responds to: Technical specificity, peer case studies, architecture insights
The Business Buyer (CEO / COO / VP Product)
- Cares about: Revenue impact, competitive advantage, time-to-value
- Fears: Budget waste, implementation delays, wrong strategic bet
- Responds to: ROI data, competitive intelligence, customer success stories
// PERSONA APPLICATION IN OUTBOUND
message_to_cto: reference their tech stack and a specific architecture challenge
message_to_ceo: reference their growth trajectory and a revenue bottleneck
same_company, same_product, completely_different_messaging
We build buyer personas from real data, not assumptions. We analyze how your best customers found you, what convinced them, and what their initial objections were. This informs every outreach message we craft.