Buyer Persona
A fictional representative of one type of buyer in your ICP.
A buyer persona is a fictional but specific composite of one type of buyer within your ICP. Where the ICP defines the company-level fit, the persona describes the individual: their role, pains, goals, channels, voice cues, and decision criteria.
Good personas have names ("Skeptical CTO", "Growth-stage CMO"), specific contexts ("evaluating tools at 50-200 person SaaS"), and concrete behaviors ("clicks footnotes", "skips bulleted lists"). Bad personas are generic ("she likes good UX").
Modern marketing platforms use persona definitions to pre-score content — every draft gets evaluated by each persona before publish, with a numeric score and a concrete edit suggestion to raise the score.
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