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Video 10 - Online B2B Buyer Personas. George Szanto IBMS Semester 6b Fall 2013. Topics Discussed. Introduction to online B2B and B2C personas Using personas to generate a Buyer Synopsis Example of using an online tool to generate an online persona . Learning Objectives.

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video 10 online b2b buyer personas

Video 10 - Online B2B Buyer Personas

George Szanto

IBMS Semester 6b Fall 2013

topics discussed
Topics Discussed
  • Introduction to online B2B and B2C personas
  • Using personas to generate a Buyer Synopsis
  • Example of using an online tool to generate an online persona
learning objectives
Learning Objectives
  • Understand online personas, especially B2B prospects
  • Abilitytocreatean online persona for a typical business customer for a given online service or online product offering, or online valueproposition
persona definition
Persona Definition
  • Def: is a representation of the goals and behavior of a set of hypothesized users and/or buyers of a product
  • Archtype – thus not a real person; not a customer profile.
  • Describes observed behavior patterns
For each persona define preferences for:

Platforms (web, email, mobile)

Platform usage (hours)

Content consumption:

General site types &


Social media - content

creation & participation

Search behaviour

Trusted brands

typical b2b personal factors
Typical B2B Personal Factors
  • Ambition - high, medium, low
  • Personality – humorous; aggressive, moody
  • Experience - new to job; veteran; technophile
  • Attitudes - toward own company and you: like, dislike; indifferent
  • Self-image – confident; at ease; insecure; need to impress
  • Risk Tolerance - high, medium, low
  • Decision-making style - consistent; conservative; slow; quick
  • Cognitive style - quick thinker; slow; interactive
  • Job Responsibility - high, medium, low decision making responsibility
now let s practice creating a b2b persona
Now Let’s Practice Creating a B2B Persona
  • Here is useful online tool for exploring and creating a typical buyer persona from the company:

MLT Creative in Georgia USA

MLT Persona Tool

  • For this “demonstration”, I assumed that I worked for Atlas Copcoselling air compressors for the food production industries.
personas in a typical sale marketing funnel
Personas in a Typical Sale/Marketing Funnel
  • The buying team (personas)
      • Grader / Operator
      • Field Engineer
      • Maintenance Mechanic
      • Field Operations Manager
      • Excavator Fleet Manager
      • Construction/Civil Engineer
      • Purchasing Manager
      • Financial Director

We will look at this construction team in more detail in video lecture # 14 of this series

create buyer synopsis
Create Buyer Synopsis
  • Step 1: Determine what that persona needs to know to buy
  • Step 2: Define what content (online media) different personas need for each step in the buying cycle
  • Step 3: Select a Problem-to-solution scenario for specific personas
  • Step 4: Assign what prospective personas need to know during various buying steps.
thank you
Thank You
  • Afterthis video, please take the online quiz toseeifyou master the concept of a B2B persona
  • Next, pleaseuse the MLT Persona tool togenerate a persona foryourassigned case