Buyer Persona Example
Clara is a CEO and founder with over 25 years of experience within the textile manufacturing industry. While based mostly in the UK, Clara oversees global operations across Southeast Asia, the United States, and Europe.
Her empathetic, intelligent and untiringly curious manner makes her a well-respected and admired leader in both her organisation and field of work.
Note: It can be tricky to strike the balance between being too general and too specific with your personas. To achieve the best of both worlds, build a persona that represents a wider audience, but add a human example (like Clara) to make it feel more real.
Bachelor's to PhD
YEARS IN ROLE
YEARS OF EXPERIENCE
COUNTRY OF RESIDENCE
Typically WEIRD (western, educated, industrialized, rich, democratic) countries
Grow revenue and manage P&L
Define and continually improve strategy
Position the org. as a market leader
Constantly explore new market opportunities
Ensure teams are productive and motivated
BIGGEST PAIN POINTS
PREFERRED DIGITAL SPACES
The Economist, Financial Times, New York Times, Bloomberg, LinkedIn
Myself, my board.
I make key decisions and have sign-off on major purchases, but I'm also influenced by board members and fellow executives.
I consult with the CFO and consider overall business strategy to define budgets.
OTHER INFLUENCING STAKEHOLDERS
Advisors, board members, execs, employees, unions, press and public opinion, competitors.
When making large purchases, it is usually because a trusted advisor, board member, or executive has already justified it to me.
For vendors, I consider cost, credibility, ROI and other financial projections, PR impact, cultural fit, and long-term value.