A guide for go-to-market teams on developing buyer personas within an account-based strategy framework.
Accounts First, People Second
Account-level firmographics establish GTM priorities in account-based strategies. Once account clarity is achieved, understanding the people involved in purchasing decisions becomes essential.
Identifying the Buying Committee
Four key roles exist within buying committees:
- Economic Buyer: Decision-maker responsible for final purchase approval
- Technical Buyer: Evaluates technical fit
- User: Day-to-day product user
- Champion: Internal advocate for purchase
Teams should conduct retrospectives on completed deals, gathering sales feedback, analysing opportunity data, and interviewing customers to uncover actual decision-makers.
Research Through the "Rabbit Hole"
Rather than creating generic personas, encourage deep exploration using multiple research methods: LinkedIn analysis, social engagement tracking, job postings, thought leader identification, competitor research, customer interviews, and AI tools like ChatGPT.
Converting Unstructured Learning to Structure
Thorough persona research — moving beyond checkbox exercises — produces higher-quality downstream outputs including buyer journeys, positioning strategies, messaging, and target account lists.
