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Modern Buyer Persona Example
MRI Machine Purchase
A traditional buyer persona is a 1-page fictional avatar of your ideal customer that reveals little to nothing about their mindset and behaviors as they make a buying decision.
A modern buyer persona is contextual—it reveals deep insights into a specific type of buying decision that you’re trying to influence and takes all the guesswork out of marketing and sales by revealing what to say, who to say it to, how to say it, and when.
Based on the 5 Rings of Buying InsightTM, it includes:
- Priority Initiatives – pain points that trigger a buyer to look for your solution NOW
- Success Factors – outcomes buyers need from their investment
- Perceived Barriers – concerns about making the investment, or making it with you
- Decision Criteria – questions buyers have about your solution and capabilities
- Buyer’s Journey – steps taken; resources trusted; people involved in the decision
The following is a modern buyer persona developed for an MRI Machine buying decision.
All of the insights and quotes are authentic because they’re based on interviews with buyers who recently searched, evaluated, and purchased an MRI Machine.
A buyer persona just like this can be developed for any high-consideration buying decision such as purchasing business technology or software, capital equipment, professional services, medical devices / equipment, etc.
Please contact us if you’d like to learn more or have us help you develop a buyer persona for your business.