Sales insists price is what matters. Marketing writes copy aimed at a corporate CEO. The contract ends up signed by a procurement manager whose priorities differ from both — because nobody ever sat down and wrote out who that person really is. The result: proposals address the wrong concerns, campaigns talk to someone without budget authority, and support keeps explaining promises nobody should have made. This isn't an execution problem — it's the absence of one shared picture of the customer.
Sales insists price is what matters. Marketing writes copy aimed at a corporate CEO. The contract ends up signed by a procurement manager whose priorities differ from both — because nobody ever sat down and wrote out who that person really is.
The result: proposals address the wrong concerns, campaigns talk to someone without budget authority, and support keeps explaining promises nobody should have made. This isn't an execution problem — it's the absence of one shared picture of the customer.
In B2B companies, a purchase decision is rarely made by one person. There's the one who starts the conversation, the one who checks the budget, and the one who signs. Without distinguishing these roles, communication speaks to everyone at once — which means, in practice, it speaks to no one, and knowledge of who buys stays locked in a handful of heads, disappearing the moment one leaves.
We build written buyer persona profiles — the decision-maker types your sales process runs into. Each profile covers goals, concerns, how the decision gets made, and where that person looks for information, based on customer data and team interviews.
We treat a persona as a decision-making tool, not a stock photo with a made-up name. We build it on what the company already knows about its customers, plus interviews with the people who talk to them daily, and — where agreed — direct customer conversations.
We distinguish a persona from target audience definition: target audience is a segment and demographics, a persona goes deeper, as a qualitative portrait of one role in the buying process. What we don't do: write personas from internal guesswork alone, with no grounding in data.
We don't publish case studies, out of respect for client data confidentiality. Instead, we share a sample structure of a finished persona profile — its sections and research scope — so you can see what the document looks like before deciding to work with us.
You receive written buyer persona profiles, usually several, for different roles in the B2B process, ready to use in marketing and sales communication.
Price depends on the number of personas, source data availability, and interview scope. You learn the exact amount once the scope is set, before deciding to order.
If we can't help, we say so directly. If the initial call shows we lack relevant industry expertise, we tell you right away.
A named lead assigned in the contract. You know who is accountable for the project from start to delivery.
Cost deducted from the first implementation. The fee reduces the cost of what you build on it next.
A full document set ready for procurement. The materials are ready for your internal purchasing approval process.
A milestone schedule. We set concrete stages and dates, with a penalty clause for delays on our part.
Delivery time depends on the number of personas and interview scope — internal sessions schedule quickly, while customer conversations need coordinating on their side.
Book an initial call to establish how many buyer personas you need and which roles they should cover. That's the only step to get started — we plan the rest together, before any figure is set.
Every month without a written persona means communication built on guesswork — campaigns landing on a random share of recipients, and customer knowledge stuck in a few heads.
Written buyer persona profiles · Grounded in data and interviews · Customer talks where agreed · Ready for procurement · Named lead in the contract · Cost deducted from first implementation · Price set after scope
Target audience is a segment and demographic data — a broader, quantitative view. A persona is a deeper, qualitative portrait of one decision-making role within that group.
It depends on how many decision-making roles are involved in your customers' buying process — we often build several profiles per company.
No. We gather it through interviews with your team and, where agreed, conversations with customers.
No — it's a different tool. Market research looks at the whole market; a persona focuses on the person making the decision.
Yes, if you want a persona of your ideal target customer, not just your current base — we settle that at the start.
Until the company's offer or its market changes significantly — at that point it's worth updating, not rebuilding from scratch.