Buyer personas are fictional characters representing your ideal customer profiles.
They help all teams involved with customer acquisition and retention. They also shape your entire marketing strategy.
Creating generalised buyer personas helps businesses serve their prospects and customers with valuable and relevant content. Buyer personas allow you to meet prospects and customers on their terms which, in addition, humanises automated interactions.
The best buyer personas are formed from market research, insight from existing customers, educated assumptions, and input from all customer-facing teams. Try to keep the number of personas to a minimum too, we suggest starting with 3 or 4.