Business Pitch Dictionary by pitch.dog
Marketing strategy & planning · Core

Buyer persona

Also called: marketing persona, purchasing persona

ELI5

A representation of a typical buyer role, needs, concerns and behaviour.

Used in conversation

“Define buyer persona before we compare campaign performance.”

Pitch context

You will see “Buyer persona” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches marketing strategy & planning.

Why it matters: It helps a reader interpret marketing strategy & planning without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • Ideal customer profileA buyer persona describes a human archetype; an ideal customer profile describes the type of organisation or account that best fits.
  • PersonaThe search label “Buyer persona” can route to both entries.
Sources & evidence · 11

Direct term-level sources and supporting source families.