Glossary
What is a buyer persona?
A buyer persona is a short description of the person you sell to: their role, what they are measured on, the problems they face, how they buy and what makes them trust a seller. It differs from an ideal customer profile, which describes the company. Outreach needs both: the right company and the right person inside it.
Published by Sellinger AI. Numbers and settings checked on 24 October 2026 against the fact register. Report an error.
How is a persona different from an ICP?
| Ideal customer profile | Buyer persona | |
|---|---|---|
| Describes | The company | The person |
| Typical fields | Industry, size, region, technology, growth | Role, goals, problems, objections, channels |
| Used for | Choosing accounts | Writing the message |
What does a useful B2B persona contain?
An illustrative example: Operations director at a mid size logistics firm. Measured on on time delivery and cost per shipment. Struggles with carriers that miss pick ups and with manual tracking. Buys after a pilot, needs finance to sign. Trusts peers and specific numbers, distrusts big promises. Reads LinkedIn, answers email from known names.
Each line should change what you write. If a line would not change the message, cut it.
How do you build one honestly?
- Start from real customers: read your won deals and the replies that led to them.
- Talk to five customers in the role and ask what made them buy.
- Write the objections you actually hear, in their words.
- Revisit it every quarter as replies teach you more.
How Sellinger handles it
In Sellinger, the persona is also the agent's side: who it writes as, in what tone and about what product. The personas and tone of voice help article covers that setup. Your buyer persona goes into the campaign's targeting and rules, so the agent knows who it is writing to and what they care about.
The agent researches each prospect, writes the first message and every follow up, answers the replies and books the meeting on your calendar.
Common questions
How many personas should a B2B company have?
Is a persona the same as an ICP?
Can personas be wrong?
Sources and method
General B2B marketing practice; the example is illustrative. Sellinger behaviour from the fact register, checked 24 October 2026.
Related: Ideal customer profile, Decision maker, ICP template, Personas and tone of voice.
