At a time when user journeys are becoming more complex and decision-makers harder to reach, buyer personas are a crucial tool. Not as a replacement for traditional segmentation—but as a strategic supplement that brings nuance and human insight into your marketing and sales activities.
Buyer personas are fictional, yet data-driven representations of your ideal customers. They combine quantitative data and qualitative insights from sources such as CRM, customer interviews, and behavioral data to create a more nuanced understanding of who you’re speaking to – and how you should communicate with them.
Where traditional segmentation might say:
“Female, 45+, purchasing manager in manufacturing”
A B2B persona would say:
“Lene, Procurement Manager in the manufacturing industry. Focused on efficiency and ESG requirements, frustrated with inefficient suppliers, and looking for partners who understand her strategic goals.”
When you know your personas, you can:
Inbound marketing requires deep insight into what your potential customers need – not just what you want to sell them. Without relevant personas, you’re at risk of shooting in the dark and creating content that doesn’t engage.
With buyer personas, you gain clarity on:
The best personas are built on a combination of:
Avoid basing your personas on assumptions alone. Use data – and listen actively to the market.
AI tools like ChatGPT, Perplexity, DeepSeek, etc., can significantly accelerate and enhance the development of buyer personas – not by replacing human insight, but by supplementing it. By analyzing large volumes of data – such as CRM notes, customer support logs, interviews, or web behavior – AI can identify patterns and trends that might otherwise go unnoticed.
You can use AI to:
Understanding the persona is step one. The next step is placing them in context: their user journey.
Consider the following questions:
Once you have the answers, you can plan content and distribution to match the three phases of the user journey:
Distribute content through the right channels and touchpoints at each stage—email, LinkedIn, events, webinars, or search.
An effective method is to create a narrative profile that describes the persona’s situation, priorities, and behavior:
“Lene commutes by train and spends her travel time on LinkedIn and reading industry media. She’s recently taken on new responsibilities and is looking for vendors who can support digitalization and sustainability.”
This approach makes it easier to:
Feel free to write or call us and let us help you with a persona workshop.
Share on Social Media
Are you interested in seeing how we can help your business grow digitally? Send us your information, and we’ll contact you for a non-committal conversation.
How can we be of assistance
A professional digital marketing agency that provides services in optimizing digital marketing channels.
Iternum ApS
Nitivej 10
2000 Frederiksberg

CVR: 36 99 01 47
