One Buyer Persona to rule them all (CX)
Have you ever wondered how do I win customers over my competitors in addition to incorporating good marketing practices?
By Role
By Industry
By Target Customer
What We Offer
We drive business growth by improving operational efficiency through process optimization, smart automation, and cost control. Our approach boosts productivity, reduces expenses, and increases profitability with scalable, sustainable solutions
Customer Experience
We design memorable, customer-centered experiences that drive loyalty, enhance support, and optimize every stage of the journey. From maturity frameworks and experience maps to loyalty programs, service design, and feedback analysis, we help brands deeply connect with users and grow sustainably.
Marketing & Sales
We drive marketing and sales strategies that combine technology, creativity, and analytics to accelerate growth. From value proposition design and AI-driven automation to inbound, ABM, and sales enablement strategies, we help businesses attract, convert, and retain customers effectively and profitably.
Pricing & Revenue
We optimize pricing and revenue through data-driven strategies and integrated planning. From profitability modeling and margin analysis to demand management and sales forecasting, we help maximize financial performance and business competitiveness.
Digital Transformation
We accelerate digital transformation by aligning strategy, processes and technology. From operating model definition and intelligent automation to CRM implementation, artificial intelligence and digital channels, we help organizations adapt, scale and lead in changing and competitive environments.
Operational Efficiency
We enhance operational efficiency through process optimization, intelligent automation, and cost control. From cost reduction strategies and process redesign to RPA and value analysis, we help businesses boost productivity, agility, and sustainable profitability.
Customer Experience
Marketing & Sales
Pricing & Revenue
Digital Transformation
Operational Efficiency
Do you think all people buy the same way? Let's see, will a teenager with a summer job have the exact needs of a 30-year-old adult? Will the content a 15-year-old girl sees be the same as a 40-year-old woman? Would a person who has little knowledge of technology shop online? And would a tech native?
Buyer Personas are semi-fictional characters created to represent ideal buyers of a business and generate personalized commercial strategies. This tool is vital for departments such as marketing, sales, and customer service as it allows us to understand customers better, focusing on the needs and desires of specific groups of people, avoiding falling into a generalization of the market.
Index
Define your target audience.
Most companies do not sell to "everyone." There are usually segments of the market that are more likely to purchase the product or service offered; this is because not all products and services respond to people's needs or are affordable for specific populations.
Analyzing the target audience is a crucial marketing task; it is about choosing a strategic segment and understanding the people who share those characteristics to satisfy the specific needs best. It is essential to clarify that a Buyer Persona is not just about demographics but about understanding what motivates people to make buying decisions.
The following data can be considered to start building the Buyer Persona:
Having Buyer Personas facilitates the segmentation of campaigns, delivering quality content that speaks directly to the customers' needs. According to DMA, 77% of email marketing ROI comes from segmented campaigns targeted to ideal customers.
Determine their needs and wants.
Once you have identified the market segment, you must determine its needs and wants; this means asking yourself questions such as:
Understand which are the best channels.
It is not enough to have content for a commercial strategy; defining where to deliver that key message is necessary. Part of understanding who the company's Buyer Personas are, is to identify the best communication channels correctly - do they prefer email, social media, phone calls, or text messages? You will also need to understand how your buyers behave online.
The idea is to identify where they spend most of their time and reach them with a message that captivates them.
Develop personas based on research.
The first step is to define the target audience. To ensure that this segment is the right one, it is necessary to subject it to analysis, that is, to gather data to support the hypotheses; this can be done using surveys or, for example, Google Analytics. Look at where the people who visit your site come from, how often they return, and which pages they spend the most time on. Then ask yourself who these visitors are: are they male or female, teenagers, young adults or older people, people living in different countries?
To create a successful Buyer Persona, you should answer these questions: Who are my ideal customers? What interests them? What motivates them? What frustrates them? And How do they buy? Having correctly defined ideal customer profiles is key to an efficient, effective, sustainable business strategy.
Already have yours? You can download the available template or read more about it at the following link: Buyer Persona Imagineer.
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