Understanding Buyer Personas and Triggers (Free Template Included)

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For any Business to create an efficient marketing strategy, it is imperative to define who that Business is marketing to. Isn't it? And by who...I mean a lot of things and not just demographics.

As 'Right Audience' is one of the key pillars of The Marketing Tripod model, defining 'Buyer Personas' becomes critical for any Business starting its Marketing Journey. 

In addition to getting a sense of who your ideal customer(s) may be, it's also worthwhile to understand what makes your prospective Buyer enter his/her Buyer's Journey. This is where 'Triggers' come into the picture.

Let's understand Buyer Personas & Triggers to draft and execute effective campaigns.

What is Buyer Persona?

Buyer Persona is a brief you put together to highlight facts & informed assumptions about your ideal Buyer.

Why do you need Buyer Personas for your Business?

Having Buyer Personas in place helps you

  • Generate quality leads
  • Create appropriate content
  • Choose the right marketing channels
  • Guide product development 
  • Put aligned sales & service processes in action ... and much more.

How to create a Buyer Persona?

It may be a good idea to consider the following broad categories when you start drafting Buyer Personas for your Business. However, try and be as descriptive and informative as possible, so that all stakeholders within your team have the best possible understanding of the Buyer when they go through these Personas.


Demographics: You may include information like age, location, marital status etc. in this.

Professional: Anything that has to do with your Buyer's professional life goes here. You may include designation, role in buying center, salary range, company, industry, motivators etc. in this.

Content Preference: Everyone is consuming content in one form or the other. Some people like reading Blogs, some enjoy magazines, some like video content and so on. Having knowledge about the type of content your Buyer indulges in can help you draft a relevant content strategy for your Business. 

Digital Presence: We all have preferences for some social channels and thus, end up spending our time accordingly. These preferences may be influenced by both our personal and professional lives.

For example, let's look at a SaaS company selling to small & medium businesses. One of the multiple Buyer Personas for such an organization could be this: 


What are Marketing/Buying Triggers?

A Marketing Trigger is anything which causes your Buyer to enter the 3-step Buying Journey (Awareness, Consideration, Decision).

For instance, triggers for a car purchase could be 'moved to a new city', 'marriage', 'new job', 'the last purchase was more than 4 years ago' and so on.

Once a Buyer is triggered, he/she enters the Buying Journey and it is a great idea for an organization to be available at that step with relevant information for its Buyer.

Imagine finding the answer to your query right when & where you are looking for it. Sounds delightful...Right? That's how your prospect feels when you understand his persona, develop answers for his possible questions and present those to him when and where he seeks.

Let's make marketing more efficient!

Request your free template here: BUYER PERSONA 

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