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

The product in question is related to energy management and caters to diverse verticals such as agriculture, paper production, and crypto mining. While typically a PMM would craft distinct buyer personas for the purchase journey, handling multiple verticals might result in around 15 personas, which is too much. How do you approach buyer personas in this case? Are personas still essential in this case?

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Sarah Din

Former SVP of Product Marketing at Quickbase • 2y

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. I ...Read More

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