Buyer PersonaBuyer Persona

Buyer Persona Template

Define and target your ideal customers.

About the Buyer Persona Template

The most useful buyer personas reflect market research and insights gathered from user research (for instance from surveys, interviews, diary studies, A/B testing, and more). They can help your team empathize with customers, and better meet your customer needs.

Keep reading to learn more about buyer personas.

What is a buyer persona

A buyer persona represents the ideal customer for your product or service. Personas are different from your target audience. Target audience profiles analyze a large group of people, while personas are semi-fictional representations of your current and potential customers. 

Personas don’t have to focus only on ideal customer profiles. Sometimes it’s also valuable to identify negative profiles. These profiles can identify the “bad apples” or anyone who contributes to lowering cost-per-lead or cost-per-customer value. 

Depending on your business and team size, you can have multiple personas or a single one. If personas are a new undertaking for your team, it’s okay to focus on crafting one detailed persona as a starting point.

When to use a buyer persona

Buyer personas can help your team reach cross-functional alignment. Ideally, everyone should share your vision for who the ideal customer might be. 

Personas guide the decision-making process of many teams, including:

  • Product developers who need buyer personas when building product roadmaps. 

  • Find and prioritize changes to products and services based on customer needs.

  • Marketers who need buyer personas to build useful strategies. 

  • Focus keyword research efforts and use personas as a reference when drafting copy. Personas also help narrow down and prioritize promotional initiatives.

  • Sales representatives who need buyer personas to build rapport with customers. 

  • Better prepare and empathize with customer challenges during sales-related interactions.

  • Customer support specialists who need buyer personas to better serve customers. 

  • Identify patterns in customer and product pain points, to proactively problem-solve and empathize when a customer is frustrated or the product doesn’t work as expected.

Create your own buyer persona

Making your own buyer personas is easy. Miro’s whiteboard tool is the perfect canvas to create and share them. Get started by selecting the Buyer Persona Template, then take the following steps to make one of your own.

  1. Start filling in demographic information about your customer persona.

  2. What do you know about the background, demographics, and identifiers of your customers? Ideally, you will base this data on information you and your team have collected through a combination of interviews, surveys, and phone conversations. 

  3. Share what you learned about your customer motivations.

  4.  Identifying a customer’s goals and challenges can help your team articulate your product and service, and help customers successfully meet their needs.

  5. Source and include real quotes from your customers.

  6. Your sales team will appreciate having genuine insight into who customers really are and what they actually want, in their own words. When talking to customers in real time, these insights can help sales reps relate to and anticipate customer concerns.

  7. Craft relevant messages for your persona.

  8. Your team needs guidance on talking to customers about company products and services, from specific details about products or service-related language to a broader elevator pitch, which positions your offering as the solution to customer pain points. 

  9. Share the personas with your team. 

  10. They may be semi-fictional representations, but to see a cultural shift in your company, start viewing personas as real people affected by your decisions. Begin bringing them up in meetings, emails, and on calls as a point of reference for customer motivations and pain points.

  11. Put your personas to work, adding new context and detail as needed. 

  12. Personas can be used to individualize, to nurture customer leads and campaigns, and to create content that directs them toward purchases.

Buyer Persona Template

Get started with this template right now. It’s free

Related Templates
Example Mapping ThumbnailExample Mapping Thumbnail
PreviewMore info

Example Mapping

To update your product in valuable ways—to recognize problem areas, add features, and make needed improvements—you have to walk in your users’ shoes. Example mapping (or user story mapping) can give you that perspective by helping cross-functional teams identify how users behave in different situations. These user stories are ideal for helping organizations form a development plan for Sprint planning or define the minimum amount of features needed to be valuable to customers.

Example Mapping
startup-canvas-thumb-web (1)startup-canvas-thumb-web (1)
PreviewMore info

Startup Canvas

A Startup Canvas helps founders express and map out a new business idea in a less formal format than a traditional business plan. Startup Canvases are a useful visual map for founders who want to judge their new business idea’s strengths and weaknesses. This Canvas can be used as a framework to quickly articulate your business idea’s value proposition, problem, solution, market, team, marketing channels, customer segment, external risks, and Key Performance Indicators. By articulating factors like success, viability, vision, and value to the customer, founders can make a concise case for why a new product or service should exist and get funded.

Startup Canvas
Conversion Funnel Backlog-thumb-webConversion Funnel Backlog-thumb-web
PreviewMore info

Conversion Funnel Backlog

If you’re working on a product that has clear conversions, then it can help to structure your backlog around the conversion funnel to make sure you’re reaching your audience. Creating a conversion funnel backlog brings together information around potential pain-points in your funnel and opportunities for growth. Once you’ve identified that information, it becomes easier to prioritize. You and your team can use the conversion funnel backlog to focus on conversion, retention, and referral, or to tweak your workflow in more mature products.

Conversion Funnel Backlog
Status Report ThumbnailStatus Report Thumbnail
PreviewMore info

Status Report

A status report provides a snapshot of how something is going at a given time. You can provide a status report for a project, a team, or a situation, as long as it emphasizes and maps out a project’s chain of events. If you’re a project manager, you can use this report to keep historical records of project timelines. Ideally, any project stakeholder should be able to look at a status report and answer the question, “Where are we, and how did we get here?” Use this template as a starting point to summarize how something is progressing against a projected plan or outcome.

Status Report
PreviewMore info

DevOps Roadmap

DevOps teams are constantly creating code, iterating, and pushing it live. Against this backdrop of continuous development, it can be hard to stay abreast of your projects. Use this DevOps Roadmap template to get a granular view of the product development process and how it fits into your organization's product strategy. The DevOps Roadmap lays out the development and operations initiatives you have planned in the short term, including milestones and dependencies. This easy-to-use format is easily digestible for audiences such as product, development, and IT ops.

DevOps Roadmap
PreviewMore info

Executive Summary

Pique their curiosity. Get them excited. Inspire them to keep reading, diving further into your proposal details. That’s what a good executive summary has the power to do—and why it’s a crucial opening statement for business plans, project plans, investment proposals, and more. Use this template to create an executive summary that starts building belief, by answering high-level questions that include: What is your project? What are the goals? How will you bring your skills and resources to the project? And who can expect to benefit?

Executive Summary