Buyer Persona
A buyer persona is a semi-fictional profile of an individual decision-maker or influencer in your buying process — built from research on their role, goals, pain points, and behaviour.
A buyer persona is the person-level counterpart to an ICP. Where an ICP describes the company, a buyer persona describes the individual inside that company who researches, evaluates, and influences the purchase. In B2B, the buying committee often includes multiple personas — the end user, the economic buyer, and the IT or security stakeholder — each with different concerns and different content needs.
A useful buyer persona includes the job title and seniority, the day-to-day responsibilities, the metrics they are held accountable for, the challenges that keep them up at night, the way they research solutions (Google, LinkedIn, peer recommendations), and the objections they typically raise before buying.
For content, buyer personas determine the tone, depth, and format of each piece. A VP of Marketing reading a strategic overview needs different content than a content manager looking for a tactical how-to guide. Confusing the two — writing tactical content for strategic buyers or vice versa — kills engagement before you ever get to the conversion.
The most common mistake with buyer personas is building them from assumptions rather than research. The best persona data comes from interviews with real customers, sales call recordings, and CRM notes. What your sales team hears in objection every week is worth more than any persona template.
Content tone, depth, and format should differ by persona — the same topic written for a VP versus a manager requires completely different framing
Knowing how each persona researches helps you choose the right channels and content formats to reach them at the right moment
Persona-specific content reduces the sales team's workload — when prospects arrive pre-educated on their specific pain point, qualification conversations are faster
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Full glossaryICP (Ideal Customer Profile)
An Ideal Customer Profile (ICP) is a detailed description of the company that gets the most value from your product — defined by industry, size, revenue, tech stack, and buying behaviour.
SEOKeyword Intent
Keyword intent (also called search intent) is the underlying goal a searcher has when they type a query — informational, navigational, commercial, or transactional.
Content MarketingBottom-of-Funnel Content
Bottom-of-funnel (BOFU) content targets buyers who are close to making a purchase decision — comparison pages, case studies, pricing guides, and alternatives content.
B2B SaaSMQL (Marketing Qualified Lead)
A Marketing Qualified Lead (MQL) is a prospect who has shown enough interest in your product to be considered ready for sales outreach, based on defined behavioural criteria set by the marketing team.