A buyer persona example can help you articulate the audience you are trying to reach. This article provides 5 immensely detailed buyer persona examples for IT service companies, or managed service providers. You can swap the IT focus for any industry, whether it be accounting, legal, coaching, professional services, or even for physical or digital products.
I’ve also included two slides for each persona:
- Summary information with stock photo depicting what the buyer would look like
- Key messaging points for your marketing and sales activities that address the elements in each buyer persona example
You will notice how each buyer persona example has unique messaging because the way they would buy your products and service is different for each type of buyer. This is the magic element in marketing: personalization.
And a customer persona enables you to create a personalized message that’s extremely on point.
Table of Contents
What is a Buyer Persona?
A buyer persona is one of the most important aspects of marketing. It is a fictional representation of a target customer and usually includes demographics, psychographics, behavior, preferences, goals, challenges, and pain points.
The goal of creating a buyer persona is to help you better understand and empathize with your customers, which allows you to create more targeted and effective marketing campaigns.
Before we get too deep into each user persona example, you might want to bookmark one my detailed posts on how to attract qualified customers who are looking for services like yours online. Free access here:
Buyer Persona vs. Ideal Client Profile
An ideal client profile is a description of the type of client or customer that a business wants to work with or sell to. It includes information about the customer’s industry, company size, budget, buying behavior, and pain points. The goal of creating an ideal client profile is to help a business identify and prioritize the most valuable or profitable customers.
The difference between the two is this: a buyer persona focuses on understanding the customer in order to create effective marketing, while an ideal client profile focuses on identifying the type of customer that a business wants to work with or sell to in order to prioritize their marketing efforts.
Buyer Persona Examples
If you try to sell your products and services to all types of markets, your messaging will not be focused and your prospects will not see the value in selecting your business.
The tighter your focus on a particular niche, the higher your chances of making a sale.
Below are 5 unique buyer persona examples that you can copy/paste and modify to fit your industry. Do a little research to nail down the details, such as publications the buyer reads, trade shows they attend (see our free guide on making sales at trade shows), and other nuances.
Download all 5 buyer persona examples in slide format for easy editing:
1. Cosmetic Surgeon Buyer Persona Example
Buyer persona examples that target doctors can have nuances. If you are in a crowded geographical market, you can gain more traction by specializing in one particular area of medical doctors. In this case, the buyer persona example I’m showing is for a managed service provider whose customers are cosmetic surgeons with a primary geographic area of Los Angeles, CA.
(See the featured image above for an buyer persona example slide that you can create and use across your organization)
Name: Dr. Jennifer Lee
Background: Dr. Jennifer Lee is a board-certified cosmetic surgeon who runs her own private practice in Los Angeles, California. She has been in practice for over a decade and has built a reputation for her expertise in cosmetic and reconstructive surgery. As a prominent plastic surgeon in the competitive Los Angeles market, she is always looking for ways to improve her practice and stay ahead of the competition.
Goals: Dr. Lee’s primary goal is to provide the highest quality patient care while growing her practice and reputation in the Los Angeles area. She is looking for an IT managed service provider that can help her streamline her practice’s technology, provide ongoing support and maintenance, and help her stay up to date with the latest industry trends specific to the Los Angeles market.
Values: Dr. Lee values expertise, reliability, and responsiveness in an IT managed service provider. She wants a provider who can help her stay ahead of the curve when it comes to technology trends and who can provide her with the support she needs to keep her practice running smoothly. She is also looking for a provider who understands the unique needs of plastic surgeons in the Los Angeles market and can help her differentiate her practice from the competition.
Challenges: Dr. Lee faces the unique challenge of competing with a large number of other plastic surgeons in the Los Angeles area. She needs to find a way to differentiate herself and her practice while still providing excellent patient care. Additionally, she needs to ensure that her practice’s technology is up to date and fully optimized to provide the best possible patient experience, while also ensuring that her patient data is secure and compliant with HIPAA regulations.
Information Sources: Dr. Lee stays up to date with the latest industry trends by attending conferences and seminars, reading industry publications and blogs, and networking with other plastic surgeons in the Los Angeles area. She is also active on social media and follows popular plastic surgery accounts on Instagram.
Pain Points: Dr. Lee is concerned about the constantly changing technology landscape and the need to keep her practice’s technology up to date. She also struggles to find the time to manage her practice’s technology on her own while still providing excellent patient care. In addition, she is concerned about the security of her patient data and wants to ensure that her practice is compliant with HIPAA regulations.
Preferred Communication Channels: Dr. Lee prefers to communicate through email and phone, as she is often in surgery or seeing patients in her office. She appreciates providers who are responsive and available to answer her questions quickly and who are able to provide remote support when needed.
Messaging: To effectively reach Dr. Lee, an IT managed service provider targeting plastic surgeons in the Los Angeles area would need to convey their expertise in the latest technology trends and how they can help practices like hers stay ahead of the competition.
They should emphasize their ability to provide reliable and responsive IT support that allows plastic surgeons to focus on providing excellent patient care. It would also be important to highlight their knowledge of the unique needs of plastic surgeons in the Los Angeles market and how they can help practices differentiate themselves and attract new patients.
Finally, messaging around the importance of data security and HIPAA compliance would be critical to gaining Dr. Lee’s trust and business.
2. Commercial Construction Company Buyer Persona Example
This buyer persona example for a commercial construction company contains additional sections that you might want to include in other personas as well. The better you profile your ideal prospect or ideal customer, the more of them you can attract because you will know the best type of messaging and marketing strategies to reach them.
Name: Emily Tanaka
Background: Emily Tanaka is the CIO of a large commercial construction company based in Boston. She has been in the construction industry for over 20 years and has a background in both project management and technology. She is responsible for overseeing the company’s technology infrastructure, including network and server management, software applications, and data security.
- Age: 39
- Gender: Female
- Education: Bachelor’s degree in Construction Management, Master’s degree in Information Technology
- Income: $225,000 per year
- Personality: Strategic, detail-oriented, and results-driven
- Values: Trust, expertise, and innovation
- Interests: Staying up to date on technology trends and attending industry conferences and events
Goals: Emily’s primary goal is to ensure that her company’s technology infrastructure is secure, efficient, and reliable. She is looking for an IT managed service provider that can help her manage and optimize her company’s technology, with a focus on data security and compliance. Additionally, she is looking for a provider who can help her leverage new technology solutions to improve productivity and collaboration across her team.
Challenges: Emily faces a number of challenges in managing her company’s technology infrastructure. She is concerned about the growing threat of cyberattacks and data breaches, and wants to ensure that her company’s sensitive data is secure and compliant with industry regulations. Additionally, she is looking for a provider who can help her streamline her company’s technology systems and processes, which are currently fragmented and inefficient.
Information sources: Emily reads industry publications and blogs such as Construction Dive and Engineering News-Record. She is a member of trade associations and organizations including the Associated General Contractors of America and the Construction Management Association of America. To find trusted vendors, she relies on referrals from colleagues in the construction industry and IT professionals in the Boston area.
Budget: As the CIO of a large construction company, Emily has a significant budget for technology services and solutions. However, she is also responsible for ensuring that her spending is strategic and cost-effective, so she will be looking for a provider who can offer competitive pricing and a good return on investment.
Decision-making process: Emily is the primary decision-maker when it comes to selecting an IT managed service provider for her company. However, she may also consult with other members of her team, such as the CFO and the CEO, before making a final decision. It’s important for the provider to understand the decision-making process and build relationships with key stakeholders in the company.
Pain points: Emily’s key pain points include managing and securing her company’s sensitive data, optimizing technology systems to improve productivity and efficiency, and staying up to date with the latest technology trends and best practices. The provider should be prepared to address these pain points and offer solutions that meet Emily’s specific needs and goals.
Competitors: Emily is likely considering a number of different IT managed service providers for her company, so it’s important for the provider to understand the competitive landscape and differentiate themselves from other players in the market. They should emphasize their unique value proposition and offer competitive pricing and flexible service packages to stand out from the competition.
Marketing channels: To reach Emily and other commercial construction companies in Boston, the provider should focus on digital marketing channels such as search engine optimization (see our SEO coaching page), social media advertising, and targeted email marketing. They may also want to attend industry events and conferences to network with potential clients and build their reputation in the market.
Messaging: To reach Emily, the IT managed service provider should emphasize their expertise in managing technology infrastructure for construction companies in the Boston area, with a focus on data security and compliance.
They should emphasize their experience working with similar companies in the industry and provide case studies and testimonials to demonstrate their success.
Additionally, they should position themselves as a strategic partner who can provide innovative solutions to help Emily and her team stay ahead of the curve in an increasingly competitive market.
3. Family-Owned Restaurant Buyer Persona Example
Here’s a detailed buyer persona example for a managed service provider who sells to family-owned restaurants. If your market includes family-run companies as your ideal customer, you can use this to create buyer personas for other family-owned businesses.
Name: Tony Rodriguez
Background: Tony Rodriguez is the owner of a family-owned restaurant in a small town in the Midwest. He has been running the restaurant for over 20 years and has built a loyal following among locals and tourists alike. While he takes pride in the quality of his food and service, he struggles with managing the restaurant’s technology, which is critical to his business’s success.
Goals: Tony’s primary goal is to ensure that his restaurant runs smoothly and efficiently, while also staying up to date with the latest technology trends. He is looking for an IT managed service provider that can help him manage his restaurant’s technology, including point of sale systems, online ordering platforms, and other software applications.
He also wants a provider who can help him with data backup and recovery, as well as cybersecurity to protect his customers’ sensitive information.
Values: Tony values reliability, responsiveness, and cost-effectiveness in an IT managed service provider. He wants a provider who can help him stay up to date with the latest technology trends while also helping him manage his expenses. He also wants a provider who can work with him on a personal level and understands the unique needs of family-owned restaurants.
Challenges: Tony faces a number of challenges in managing his restaurant’s technology. He is not particularly tech-savvy and often struggles with technical issues that arise. Additionally, he is concerned about the security of his customers’ payment information and wants to ensure that he is compliant with industry standards for data protection. Finally, he is looking for a provider who can work with him on a tight budget and help him save money on technology-related expenses.
Information Sources: Tony stays up to date with the latest industry trends through trade publications and networking with other restaurant owners in the area. He also uses social media and online review sites to stay connected with his customers and monitor his restaurant’s reputation.
Pain Points: Tony’s pain points include the need for reliable and responsive technical support, the difficulty of managing multiple technology systems, the risk of data breaches and the associated costs of remediation, and the need to balance technology expenses against other budgetary concerns.
Preferred Communication Channels: Tony prefers to communicate through email, phone, and text, as he is often busy running the restaurant. He values providers who are responsive and able to quickly address any technical issues that arise.
Messaging: To effectively reach Tony, an IT managed service provider targeting family-owned restaurants would need to convey their expertise in the latest technology trends and how they can help restaurants like his stay competitive in an increasingly digital market.
They should emphasize their ability to provide reliable and responsive IT support, as well as their experience working with small businesses on a tight budget. It would also be important to highlight their knowledge of the unique needs of family-owned restaurants and how they can help these businesses succeed in their local market.
Finally, messaging around the importance of data security and compliance with industry standards would be critical to gaining Tony’s trust and business.
4. Nonprofit Buyer Persona Example
As you can see from the previous write ups, buyer persona examples can have slightly different formats. All are designed to help you reach more of your ideal customer. In this one, I’ll showcase the buyer persona for a nonprofit buyer in the Washington, D.C. metropolitan area, which is a hotbed for nonprofits. Remember, if you are in a crowded market, focus on a submarket.
For this buyer persona example, I’m highlighting small to mid-size nonprofits rather than large ones since those have a completely different persona. The persona format is also a bit more detailed and structured as bullet points for easier reading.
Name: Sarah Johnson
Occupation: Executive Director at a small to mid-size nonprofit in Washington DC
- Age: 35
- Married with two children
- Lives in a suburban area in Northern Virginia
- Holds a Bachelor’s degree in Nonprofit Management and a Master’s degree in Public Administration
- Tech-savvy and uses a smartphone and laptop regularly
- Active on social media platforms such as Facebook and Twitter
- Passionate about social justice and making a difference in the community
- Values transparency, communication, and accountability
- Has a strong sense of responsibility and is highly organized
- Time-poor and seeks efficient and streamlined solutions for her nonprofit
- Often faces challenges with limited budgets and resources
- Seeks to work with partners who share her organization’s values and goals
- Improve the efficiency of her nonprofit’s operations
- Streamline internal communication and collaboration
- Increase productivity and save time
- Enhance the security and protection of the nonprofit’s data
- Maximize the nonprofit’s limited resources and budget
- Meet the changing needs of their clients and stakeholders
Sarah values transparency, communication, and accountability in her organization and seeks partners who share those values. She is passionate about social justice and making a positive impact in her community, and seeks partners who understand and support her organization’s mission.
- Limited budget and resources
- Security concerns and need to protect sensitive data
- Limited technical expertise and IT support staff
- Rapidly changing technology landscape and need to stay up-to-date
- Need for reliable and responsive support
- Frustration with manual and inefficient processes
- Loss of productivity due to technology issues
- Fear of data breaches or loss of critical information
- Difficulty finding reliable and affordable IT support
- Inability to keep up with changing technology trends
Sarah stays up-to-date with industry news and trends by reading publications such as Nonprofit Quarterly and attending industry conferences and events. She also looks to her peers and colleagues in the nonprofit community for advice and recommendations, and is active on social media platforms such as LinkedIn, Facebook, and Twitter.
In your marketing messages, emphasize your commitment to transparency, communication, and accountability as values that align with Sarah’s.
Showcase your experience and expertise in serving small to mid-size nonprofits and highlight how your services can help Sarah streamline operations, increase productivity, and maximize limited resources.
Emphasize your commitment to security and data protection, reassuring Sarah that her organization’s sensitive information is in good hands.
Focus on the benefits of working with a reliable and responsive IT partner, highlighting how your services can help Sarah and her team focus on their core mission of making a positive impact in their community.
5. Agriculture and Farming Buyer Persona Example
Here’s a simple buyer persona example for an IT services company that targets farmers or those in the agricultural industry.
Name: John Farmer
Background: John is a 45-year-old farmer who owns a 500-acre farm in a rural area around Decorah, Iowa. He has been farming for over 20 years and has seen significant changes in the industry, including the increasing use of technology. He is always looking for ways to increase his crop yield and efficiency, but he does not have the technical expertise to manage his farm’s technology on his own.
Goals: John’s primary goal is to increase his farm’s profitability and efficiency. He wants to leverage technology to improve his crop yield and reduce operational costs. He is looking for an IT managed service provider that can help him streamline his farm’s technology and provide ongoing support and maintenance.
Values: John values expertise, reliability, and trustworthiness in an IT managed service provider. He wants a provider who can help him solve his technology problems and provide him with the support he needs to keep his farm running smoothly.
Challenges: John struggles with managing his farm’s technology on his own. He is not familiar with the latest software and hardware solutions and does not have the time to keep up with the latest industry trends. He is also concerned about data security and wants to ensure that his farm’s sensitive information is protected from cyber threats.
Information sources: John stays up to date with the latest industry news and technology trends through online publications and industry associations. He also relies on recommendations from other farmers and industry experts when making purchasing decisions.
Pain Points: John is frustrated with the constant technological changes and struggles to keep up with the latest software and hardware solutions. He also has limited time to research and manage his farm’s technology on his own. John is also concerned about the impact of weather and climate change on his farm, which can significantly impact his crop yield and profitability.
Preferred Communication Channels: John prefers to communicate through email, phone, and text, as he spends most of his time on the farm and has limited access to the internet. He appreciates providers who are responsive and available to answer his questions quickly.
Messaging: The IT managed service provider should emphasize their expertise in managing technology for the agricultural industry. They should focus on their ability to provide customized solutions that address John’s specific needs and challenges.
They should also emphasize their commitment to data security and their ability to provide ongoing support and maintenance to ensure that John’s farm’s technology is always up to date and secure.
How to Use These Buyer Persona Examples
Buyer personas are very useful for businesses as they help them better understand the needs, preferences, and behavior patterns of their target customers. Use these buyer persona examples in the following ways:
Improve your marketing
By having a clear understanding of your target audience, you can create more targeted and effective marketing campaigns. You can use the buyer persona to craft messaging and content that resonates with the specific needs and interests of your ideal customer.
Enhance your product development
Understanding the needs, preferences, and pain points of your target audience can help you develop products that better meet their needs. By using the customer persona, you can gain insight into the specific features and benefits that your ideal customer is looking for in a product.
Improve customer service
Knowing your customer’s needs and preferences can help you deliver better customer service. By understanding their buying habits, you can develop a more personalized approach to customer support that meets their specific needs and expectations.
Guide your sales process
By understanding your target customer’s decision-making process, you can tailor your sales process to meet their needs. This could involve developing specific messaging and content for each stage of the buyer’s journey, or training your sales team to better understand and engage with your target audience.
A buyer persona example is a powerful tool that can help businesses better understand and connect with their target audience. By using this tool, businesses can improve their marketing, product development, customer service, and sales processes to better meet the needs of their ideal customers.
Attracting Your Ideal Customer
Without question, one of the most cost-effective ways to attract a regular stream of qualified clients is to highlight your expertise to that market. You can use the buyer persona examples here to create laser-focused marketing messages for your ideal customer.
The most important part of this process is to make sure your content, including articles, blogs, guides, and videos, are optimized for search, meaning you should apply SEO strategy to get discovered.
I can help you grow faster.
Author: Raj Khera is an Executive Business Coach, a former 3x CEO, and publisher of MoreBusiness.com