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What is a B2B buyer persona in a buying committee

Bret Starr
Bret StarrLast updated:

What is a B2B buyer persona?

A B2B buyer persona is a research-backed profile of a specific committee role, not a composite "target customer." A common starting set is four: economic buyer (often the CFO), technical evaluator (IT or security), end user, and internal champion. At The Starr Conspiracy, we build personas as decision tools, not posters. If sales can't pressure-test it in a live deal review, it's not a persona.

Operationalize it with our buying committee personas guide.

b2b buyer personasbuying committeegtm strategysales and marketing alignment

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About The Starr Conspiracy

Bret Starr
Bret StarrFounder & CEO

25+ years in B2B marketing. Built and led agencies, launched products, and helped hundreds of companies find their market position.

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Racheal Bates
Racheal BatesChief Experience Officer

Leads client delivery and experience design. Ensures every engagement delivers measurable strategic outcomes.

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JJ La Pata
JJ La PataChief Strategy Officer

Drives go-to-market strategy and demand generation for TSC clients. Expert in building B2B growth engines.

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