B2B Buyer Persona Template

Driving demand for a B2B SaaS product is really hard, even when you have defined your B2B buyer personas. It's impossible if you haven't.

When I took over marketing for our SaaS company, our product team was building for "Solopreneurs", our marketing team was marketing to "no one", and our sales team was selling to "Sales Teams".

It was a total mess. It should have been no mystery to anyone why we were losing market share.

That all changed when our executive team committed to defining our ideal customer profile and buyer personas. The transformation was remarkable. We went from declining growth to steady expansion.

I mean, imagine shifting all of your product, marketing and sales resources to solve the problems of the same buyer personas. What do you think would happen?

This buyer persona template was crucial to that transformation, and it can do the same for you.

Get your strategy back on track by creating personas that align your product, marketing and sales teams.

When you add this AI-powered template to your cart and complete the checkout, you will get immediate access to download the template. Here is what's included:

• Buyer Persona Template Tab: A customizable template to inpur key details about your personas, including job titles, pain points, and goals.
• Example Buyer Persona Template Tab: A sample profile for a B2B SaaS company, showing how to define a buyer person based on real-world scenarios.
• Buyer Persona Template (AI-Powered) Tab: This AI-powered tab allows you to automatically generate persona details based on the buying role and job title you define. ChatGPT will instantly populate the job responsibilities, blockers, goals and many more persona criteria, based on the titles you define. It’s designed to save you time and provide data-driven insights. All you need to do is input the titles, and the AI will populate the fields.

This template helps me as a VP of Marketing to create detailed, data-driven buyer personas that drive results across all of our marketing and sales channels.

Understanding your audience is the cornerstone of any successful marketing strategy. A well-crafted buyer persona helps you tailor your messaging, campaigns, and product development to match the needs and priorities of your ideal customers.

Here's how to use this template effectively:

1. Review the Example Persona: Start by reviewing the pre-built example to get inspiration from other high-growth B2B SaaS companies.
2. Fill in the Template: Go line by line to map out the different personas involved in purchasing your product. Include job titles, challenges, and buying motivations.
   The template covers critical aspects such as:
   • Buying Role: User, Manager, Executive, Finance, IT.
   • Influence: Ranging from Coach, Champion, to Economic Buyer.
   • Common Titles: Software Engineer, Engineering Manager, VP of Engineering, etc.
   • Job Responsibilities: Each role has detailed responsibilities, from developing software to managing financial forecasting.
   • Goals: Specific objectives like improving system performance or enhancing team productivity.
   • Blockers: Challenges such as insufficient collaboration or unclear communication.
   • Fears and Pains: Concerns ranging from cybersecurity threats to project delays.
3. Team Collaboration: Share the template with your teams—especially marketing, sales, and product—so everyone is aligned on who you're targeting.
4. Refine and Align: Gain consensus across departments to ensure your entire company, from Customer Success to Engineering, is building for and selling to the same personas.
5. Training and Execution: Once finalized, train your marketing and sales teams to understand and communicate effectively with each persona.

Avoid the common pitfall of having your product team build for a different audience than your sales and marketing teams target. This misalignment can seriously hinder your growth. This template ensures everyone is on the same page, leading to consistent, focused messaging.

Immediately download the B2B Buyer Persona Template and customize it for your business.

Click “Add to Cart” on the right and checkout. You will receive a link to a Google Sheet to copy and customize for your business.

Also, check out our entire VP of Marketing Playbook below to grow your brand and demand.