Concept
Buyer Persona
Also known as: customer persona
A detailed profile of an individual buyer within your ICP — role, motivations, pain points, and behavior patterns.
A buyer persona is a fictional profile representing a specific type of buyer within your target market. Where ICP describes the company, persona describes the human: role, age, background, daily responsibilities, KPIs, frustrations, and how they make buying decisions.
In B2B with large buying committees you typically have 3-5 personas per ICP: the user, the decision-maker, the economic buyer, the blocker, the champion. Good personas drive messaging, content, and sales scripts.