Marketing Foundations: Integrated Marketing Strategies

with Mark Burgess

B2B Buyer Persona: Worksheet

Persona name: _________________________________________

Job title: ______________________________________________

Role in the buying process*: _____________________________

Place for a
_______________________________________________________
representative photo
Responsibilities: ________________________________________
of a typical B2B buyer
_______________________________________________________

Buying Stage: __________________________________________

_______________________________________________________

Needs (choice, value, deals): ____________________________________________________________________

______________________________________________________________________________________________

What problems do they have to solve? ____________________________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

What do we want the prospect to believe about our firm? ___________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

Media habits (traditional + digital + social): _______________________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

Goals: ________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

*Personas in the decision-making process may include roles such as initiator, influencer, decision-maker,
buyer, user, gatekeeper, etc.

Marketing Foundations: Integrated Marketing Strategies with Mark Burgess

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B2C Buyer Persona: Worksheet
Name: ________________________________________________

Occupation: ___________________________________________

Interests: ______________________________________________
Place for a
_______________________________________________________
representative photo
Buying Stage: __________________________________________
of a typical B2C buyer
_______________________________________________________

Needs: ________________________________________________
_______________________________________________________

What problems do they have to solve? ____________________________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

What do we want them to believe about our firm? _________________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

Media habits (traditional + digital + social): _______________________________________________________

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

Goals: ________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

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