How do you create buyer and customer personas at a B2B early-stage startup if there aren't any customers yet?
What do you recommend just creating a few hypothetical personas initially and adjust/update as you learn of new information, or something else?
1 Answer
For an early-stage startup, I recommend you build your segments based on your top use cases, by identifying your hypothetical ICP and testing it in your GTM efforts. Track key metrics over time and narrow down your top segments based on where you see the most success. The most important thing here is to be clear on the problems you solve (your use cases) and figure out who has that problem, and who is in the market looking for solutions to solve that problem.
741 Views
Top Product Marketing Mentors
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Stephanie Kelman
Shopify Senior Product Marketing Lead
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Klaviyo Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
Related Questions
What tools do you use to drive market research and competition research ?What is your take about PMM's role on Pricing Page strategies?How have you historically sourced people to interview while developing personas?How do you get competitive pricing and packaging information from B2B complex sales companies i.e not saas, and with components on hardware, software, business servicesWe don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?How do you get to creative, consistent and differentiated messaging?