Crafting the Perfect Customer Persona: Template, Tips, Tricks, Best Practices
Understanding your customer base and how they are consistently evolving is a key component to help with marketing strategy as well as product development. Customer personas offer insights into the motivations and struggles of your customers to help better meet the needs of your desired target audience. They utilize real feedback and data points from your customers base to help drive conversions for either B2B or B2C.
Steps to Build a Customer Persona
- Collect data from your existing business platforms
- Website analytics tracking
- Platforms like Google Analytics can provide information about where people are coming from, what products/pages they are interested in, what pages customers are leaving from and more.
- Surveys
- Asking your customers directly via a survey can help provide insights into their motivations and purchasing patterns and can be collected via an email campaign or with in-person/virtual interviews.
- Sales and Customer Service Representatives
- Gain insights from individuals at your company that are regularly engaging with customers from site visits, phone, and email support.
- Website analytics tracking
- Define the key elements that you want to collect about each of the persona types
- Demographic information
- Defining key points about your customer’s background may include age, income, job title, education and location.
- Behavioral informationAsking about their challenges will help to gain insights into what motivates them to take action.
- Channels and technology
- Reviewing the different platforms that they utilize to take action or that influence them like social media, television, mobile phones, etc.
- Brand recognition
- Inquiring about the different brands that they recognize and already use/are familiar with and your brand can help with understanding positioning.
- Summary of the person with imageryDeveloping a paragraph about the person with a short description to describe them and include an image.
- Demographic information
- Collect data and build personas
- Define a type of persona you want to build
- B2B examples: Purchasing Agent, Marketing Managers, CEO
- B2C examples: parents, teenagers, millennial
- Define a type of persona you want to build
- Conduct interviews with different customers
- Utilize the data points collected earlier and set up time to speak with actual customers to get feedback.
- Share information in your organization
- Communicating the different personas across teams will help with marketing and product development to drive revenue and value for your business.
- Refine and redevelop
- As technology changes and customer purchasing trends/habits develop over time, you will continually need to evaluate the various personas and update them
Example B2B and B2C Customer Personas
B2B Customer Persona Examples
Summary:
Mary is responsible for overseeing her company’s marketing strategy, executing campaigns, and tracking results to ensure ROI. She has a passion for understanding customer behavior and is always on the lookout for new ways to engage them.
Demographic:
Female, age 35-45, holds a bachelor’s degree in marketing or a related field, works for a mid-sized B2B company with 50-100 employees
Personality traits:
Detail-oriented, strategic thinker, creative, self-motivated, team player
Channels and technology used:
LinkedIn, email marketing tools, project management software, data analytics platforms, CRM systems
Goals:
Increase lead generation and customer acquisition, improve brand recognition and awareness, optimize marketing spend
Challenges:
Balancing competing priorities, staying on top of the latest marketing trends and technology, proving ROI to upper management
Brands that they recognize:
Hubspot, Marketo, Hootsuite, Mailchimp, Salesforce
Summary:
Sam leads a team of sales representatives and is responsible for meeting and exceeding sales targets. He has a strong track record of closing deals and is always looking for ways to improve his team’s performance.
Demographic:
Male, age 40-50, holds a bachelor’s degree in business or a related field, works for a large B2B company with over 500 employees
Personality traits:
Results-driven, confident, persuasive, analytical, competitive
Channels and technology used:
LinkedIn, CRM systems, sales automation software, data analytics platforms, video conferencing tools
Goals:
Increase sales revenue, build relationships with key customers, improve sales team performance
Challenges:
Navigating complex buying processes, managing a large team with diverse personalities and skill sets, keeping up with customer needs and market trends
Brands that they recognize:
Salesforce, Hubspot, ZoomInfo, LinkedIn Sales Navigator
Summary:
Hannah is responsible for managing the company’s HR functions, including recruitment, employee relations, and performance management. She is passionate about creating a positive work environment and fostering a culture of continuous learning and development.
Demographic:
Female, age 30-40, holds a bachelor’s degree in human resources or a related field, works for a small B2B company with 10-50 employees
Personality traits:
Empathetic, organized, detail-oriented, proactive, approachable
Channels and technology used:
LinkedIn, HR management software, video conferencing tools, social media, email marketing
Goals:
Attract and retain top talent, ensure compliance with employment regulations, improve employee engagement and retention
Challenges:
Competing with larger companies for talent, managing HR functions with limited resources, keeping up with changing regulations and compliance requirements
Brands that they recognize:
ADP, BambooHR, LinkedIn Talent Solutions, Glassdoor, Indeed
B2C Customer Persona Examples
Summary:
Annie is a 32-year-old fitness enthusiast who is passionate about leading an active lifestyle. She loves to stay fit and healthy and is always on the lookout for new ways to challenge herself physically.
Demographic:
Female, 32 years old, urban, income: $60,000-$80,000.
Personality traits:
Competitive, driven, outgoing, adventurous, health-conscious.
Channels and technology used:
Instagram, Facebook, YouTube, fitness apps, fitness trackers, gym equipment, health blogs.
Goals:
To maintain an active and healthy lifestyle, challenge herself physically, and stay up-to-date on the latest fitness trends.
Challenges:
Finding the time and motivation to exercise regularly, avoiding injuries, and managing a healthy diet.
Brands that they recognize:
Nike, Adidas, Under Armour, Reebok, Lululemon.
Summary:
Tim is a 25-year-old recent college graduate who is just starting his career. He is focused on saving money and finding the best deals to stretch his budget as far as possible.
Demographic Information:
Male, 25 years old, suburban, income: $30,000-$40,000.
Personality traits:
Frugal, practical, analytical, resourceful, detail-oriented.
Channels and technology used:
Coupon sites, budgeting apps, deal blogs, social media, email newsletters.
Goals:
To save money, find the best deals, and stretch his budget as far as possible.
Challenges:
Sticking to a budget, avoiding impulse purchases, finding quality products at affordable prices.
Brands That They Recognize:
Walmart, Target, Amazon, Costco, Dollar Tree.
Summary:
Felicia is a 28-year-old fashionista who loves to keep up with the latest fashion trends. She enjoys shopping for new clothes and accessories and is always on the lookout for unique and stylish pieces.
Demographic Information:
Female, 28 years old, urban, income: $50,000-$70,000.
Personality traits:
Creative, stylish, trendsetting, outgoing, social.
Channels and Technology Used:
Instagram, Pinterest, fashion blogs, fashion magazines, shopping apps, online stores.
Goals:
To stay up-to-date on the latest fashion trends, discover new and unique pieces, and express her personal style.
Challenges:
Finding high-quality and affordable fashion items, keeping up with the latest trends, avoiding fashion faux-pas.
Brands that they recognize:
Zara, H&M, Forever 21, ASOS, Urban Outfitters.
Free Template – Copy to Build Your Customer Personas
Download your free copy here that you can easily copy and paste into an existing Powerpoint or Google Slide deck.
What is in the template for customer personas
- This template provides examples for information that can be collected to build out a customer persona.
- No need for you to recreate the slides, you will just need to copy and paste into your own deck!
How to use the template for building customer personas
- Copy the template
- Rebrand with your company colors, fonts, logos to your specific needs
- Create the various slides for each of the personas and refine over time
Download Free Customer Persona Template
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