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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