Instructions

This template helps you build useful, actionable personas — the kind that actually inform messaging, channel strategies, and product decisions.

How to Use:

  1. Complete this for each key segment or buyer group.
  2. Use real data: customer interviews, support chats, CRM insights, etc.
  3. Focus on needs, context, and behaviours — not clichés.

Persona Overview

Persona Name (Give them a short, descriptive label – e.g. “Scaling SaaS Marketer”)
Job Title / Role
Company Type (e.g. startup, enterprise, agency, freelance)
Seniority (e.g. IC, Manager, VP, Founder)
Location

Goals & KPIs

• • •

Challenges and Pain Points

• • •

Triggers and Buying Motivation

• • •

Job to Be Done (JTBD)

“When [situation], I want to [job], so I can [outcome].”

JTBD Statement:

Voice of Customer (Quotes or Phrases)

Real or representative quotes