ResearchSegmentation

Customer Persona

A semi-fictional representation of a specific buyer type — their role, goals, pains, and decision-making context.

A customer persona describes an individual buyer — their title, goals, day-to-day pains, how they discover solutions, and what they need to feel confident making a purchase. Unlike an ICP (which describes companies), a persona describes people. For B2B SaaS, you typically need 2–4 personas per ICP: a champion (who drives the deal), an economic buyer (who approves budget), and often a technical evaluator or end user. Personas are used to personalise messaging, tailor demos, and build sales enablement content.

Related terms

Ideal Customer Profile (ICP)

A detailed description of the type of company most likely to buy, succeed with, and expand your product.

Jobs to Be Done (JTBD)

A framework for understanding why customers buy — focused on the 'job' they're trying to accomplish, not their demographic attributes.

Messaging Framework

A structured document that translates positioning into segment-specific headlines, value props, and objection responses.

Put this into practice

AI Marketing Workbench gives you the modules to apply every concept in this glossary — positioning, ICP, messaging, battlecards, and GTM planning in one connected workspace.

Start free Browse glossary