B2B Buyer Persona Template
Clearly define your buyer personas and convert them into customers.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download.
- Premium design
- Customizable files
Lifetime access from any device
Why use the template?
The biggest mistake I see as a the VP of Sales is not having a clearly defined ICP and buyer personas.
When I took over sales for our SaaS company, our product team was building for "solopreneurs", our marketing team was marketing to "everyone", and our sales team was selling to "Sales Teams".
It was a total mess. No focus and no alignment. 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.
This is the buyer persona template I use to get specific on who our various b2b buyer personas are and what they care about.
After we implemented this strategy, 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? Laser focus!
What’s inside the template
Inside the Google Sheet template, you get a complete sales-ready system to copy and paste. The following tabs are included:
- Read Me: a quick start guide on what's inside and how to use it.
- Template (blank): customizable template to input key details about your personas, including job titles, pain points, and goals.
- Example: sample buyer persona profile for a B2B SaaS company to give you inspiration on "what great looks like."
- AI Prompt: a pre-built prompt to generate draft personas tailored to your company in second.
How to use the template
Next, here's how I use this template to drive focus and win deals:
- Make a copy - open the Google Sheet and click "use template" to save your personal copy.
- Skim the example - check out the finished example for quick inspiration.
- Build your first persona - take the AI prompt to generate your persona and then paste the output into the template tab.
- Enable your team - modify your discovery questions, talk tracks, and proof points into your sales playbook and sequences.
- Validate and refresh - hold customer calls, capture win / loss notes, and update personas based on market feedback.
This buyer persona template ensures our exec team and our sales reps remain 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 the entire VP of Sales Playbook below to get all of the sales templates I use to run our team.
FAQs
Q: What's the difference between ICP and a B2B buyer persona?
A: An ideal customer profile in a business to business context defines the type of company you sell to. Personas describe the specific people in that company.
Q: How many personas should we start with?
A: There is no perfect number. I recommend you start with two or three: your champion, economic buyer and one approver (typically a Finance or Security persona).
Q: How often should we update personas?
A: Review quarterly. Look for shifts in titles, KPI priorities, procurement steps and objections.
VP of Sales Playbook
Get all 70+ go-to-market templates in one ultimate toolkit bundle
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download.
- Premium design
- Customizable files
- Lifetime access from any device
Top Reviews from Sales Executives
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
Our Resources
AI-powered templates that help you build sales playbooks 10x faster. From ICPs to forecasts, each template comes with built-in AI prompts so you can create custom content in minutes and execute with confidence.
A complete, ready-to-use playbook of 70+ sales resources designed to give your team a repeatable system. With scripts, sequences, and battlecards built in, reps ramp faster, close more deals, and drive consistent revenue.
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