How do you tailor B2B buyer personas when your product spans multiple industry verticals?

The best way to do this is to create buyer persona categories that remain consistent no matter what vertical you’re speaking to, and then tailor those per vertical.

For instance, Quickbase is similar in that we GTM across multiple verticals but we’ve developed 3 core buyer personas: IT buyer, OPs leader, and LOB buyer. We’ve developed personas at that core level, but then we create shorter, tailored documentation per vertical to identify things like specific titles or pain points per industry.

In your case, I’d recommend the same. Go a level higher, categorize your core personas, do most of your work at that level, and then add additional insights per vertical (but don’t recreate personas for each vertical) to make this manageable and easy to scale!