The Complete Buyer Persona Kit for Your SaaS Company

A buyer persona is a semi-fictional representation of a customer based on market research and real data about customer demographics, behavior patterns, motivations, and goals. Buyer personas help companies understand their target audience, enabling them to create more effective marketing strategies, product development, customer service, and sales processes.

Buyer personas play a key role in the development of any successful marketing and sales program. Finding out your target audience’s goals and pain points will help you develop content that highlights how you solve for those pain points, which will attract them to your product or solution. 

Ultimately, your buyer personas will help you:

• Focus the efforts of your sales, support, and marketing teams
• Reach your target customers
• Tailor marketing messages to each persona
• Attract your ideal customer
• Increase conversion rates

Your product will constantly be evolving, and so will your buyer persona. Therefore, you have to go back to the drawing board every time your product changes. Chances are good that you will uncover new things about your target audience during this process.

A few important things to think about when updating your buyer personas:

1. Was there a merger or an acquisition?
2. Did they face a recent strategy change in their company?
3. Did they switch products?
4. Have they attended any new trade show or event?

We recommend you keep to industry best practice, which is 3-5 buyer personas. Creating too many personas can be overwhelming and counterintuitive. Your product and the different profiles it's built for will ultimately dictate how many personas you create.

1. Demographic questions
   Example: What is your marital status?
2. Career questions
   Example: What is your current role/job level?
3. Daily life questions
   Example: Who are the people in your life who are most important?
4. Consumer habit questions
   Example: How important is it to get a good deal?
5. Pain point questions
   Example: What purchase under X dollars do you most regret?
6. Industry-specific questions
   Example: What are the top questions prospects ask?
   Note that for SaaS companies, identifying each persona’s industry is extremely important. In some cases, your solution is built to accommodate needs and fill gaps within one particular vertical, such as healthcare or finance. Keep in mind that how one industry speaks to your value proposition may differ from another, even though the underlying message is the same. 

Here is a resource with 55 questions you can use when developing your buyer persona.

Our buyer persona template includes a slide deck that will help you develop each persona’s synthesized profile, which will include such things as:

• Company size
• Buying power
• Schedule availability
• Key identifiers
• Job role
• Background
• Goals and challenges

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