B2B Buyer Persona Template

We’ve created a sample template for each of the following roles that are common in the B2B decision making process:

Executive/Leadership Team Persona

Company Type

Tooling solutions and products for aerospace industry

• Increase profitability...
• Improve customer retention...
• Enhance marketing efforts through...

Profile

Name: Gabriel Smith

Age: 55-65

Family: Married, empty nester. Helped form the company under a different name over 25 years ago. Company was acquired, rebranded, and Gabriel is now a Board Member who signs off on all large spending decisions. .

Occupation + Role in company: Board Member

Gabriel’s typical day consists of: Part-time involvement with the company, attends quarterly planning and budget meetings. Spends remaining time traveling or at the golf course.

What Gabriel is focused on: Making sure the company is operating at full potential while protecting the company’s assets and identifying emerging opportunities to expand market share, cut costs, and reporting profits to key stakeholders. 

How Gabriel stays informed: Annual and quarterly meetings. Gabriel has access to the company CRM to monitor sales and checks in regularly with the CFO.

What a Board of Director Wants

• To keep the organization running smoothly while maintaining or improving profitability
• Make decisions in accordance with bylaws
• Raise capital to expand and grow the company

Board of Director Problems/Challenges

• “We are spending way too much money in ___________ area, but I can’t get the operations team to work on a solution to reduce the expenses.”
• “___________ is making it really hard for us to reach our sales goals.”

Board of Directors Frustrations/Pain points

• “I don’t think we need a committee for that initiative. We need to make an informed decision as a board and move forward.”
• “I hate it when executives make decisions that don’t support our overall mission and vision.”

Board of Directors Hesitations

• “What does the management team need to reach those goals, and how much will it cost?”
• “We already have a similar tool.”
• “Is this just another gimmick?”

Board of Directors Messaging + Success

• How would X likely hear about your company?
  Networking events, trade shows, LinkedIn
• How does your product/service alleviate their pains/fears/problems?...
• How does your product/service make their life better? ...

Board of Directors Path to Purchase

1. Identify problem (awareness of an issue).
2. Research solutions (education).
3. Decision (put it up for a vote or make a recommendation)