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
I build buyer personas from real data, not assumptions. I analyze how your best customers found you, what convinced them, and what their initial objections were. This informs every outreach message I craft.