You should have at least 3 buyer personas
Most successful B2B companies develop at least 3 buyer personas to account for the different roles involved in purchasing decisions. A single persona rarely captures the complexity of B2B buying committees.
Why Multiple Personas
Different stakeholders care about different things. A technical buyer evaluates features and integration. An economic buyer focuses on ROI and pricing. An end user cares about ease of use. Your messaging needs to address each perspective.
Common B2B Persona Types
- End User: Day-to-day users who need the tool to work well
- Technical Buyer: IT/Security who evaluate feasibility and risk
- Economic Buyer: Executives who control budget and approve purchases
More personas aren't always better—focus on the 3-5 roles that most commonly influence deals in your sales cycle.
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