21 Questions You Always Need to Ask While Developing Buyer Personas

1. Buyer Persona Development Template
Buyer Persona
Development Template

2. Buyer Persona Development Template
Developing detailed buyer personas is a crucial step towards creating a successful
inbound marketing strategy. After all, the marketing team needs to know exactly whom
they are marketing to, and the sales team needs to know exactly whom they are selling to.
These 34 questions will help you create detailed buyer personas that will serve as your
go-to reference point for your entire inbound marketing strategy.
A few things to keep in mind:
• Most organizations have at least 3-5 primary buyer personas
• Buyer personas are never completely finished – your buyer personas documents
should be update frequently as your understanding of your personas evolves
• The more points of view that you can include in your buyer persona research the
better – try and get input and feedback from at least one person in each customer
facing department of your organization

3. Buyer Persona Development Template
Demographics

4. Buyer Persona Development Template
1. Do they skew male or female?

5. Buyer Persona Development Template
2. How old are they?

6. Buyer Persona Development Template
3. How much money do they make?

7. Buyer Persona Development Template
4. Where do they live? (Urban vs.
suburban)

8. Buyer Persona Development Template
5. What do they do in their personal time?

9. Buyer Persona Development Template
Personal
Background

10. Buyer Persona Development Template
6. What has their career path looked like
up until this point?

11. Buyer Persona Development Template
7. What is their level of education?

12. Buyer Persona Development Template
8. What are their favourite hobbies and
pastimes?

13. Buyer Persona Development Template
Role &
Responsibilities

14. Buyer Persona Development Template
9. What is their job title?

15. Buyer Persona Development Template
10. What are their personal
responsibilities?

16. Buyer Persona Development Template
11. Who do they report to? Who reports to
them?

17. Buyer Persona Development Template
12. How is their job measured?

18. Buyer Persona Development Template
13. What does a typical work day look
like?

19. Buyer Persona Development Template
14. What types of skills are required to be
successful in this role?

20. Buyer Persona Development Template
15. What tools do they use most
frequently?

21. Buyer Persona Development Template
Company Profile

22. Buyer Persona Development Template
16. Which industry or industries do they
work with?

23. Buyer Persona Development Template
17. How many employees do they have?

24. Buyer Persona Development Template
18. How much annual revenue do they
generate?

25. Buyer Persona Development Template
19. Where in the world are they located?

26. Buyer Persona Development Template
Challenges

27. Buyer Persona Development Template
20. What challenges are they facing in
their job?

28. Buyer Persona Development Template
Goals

29. Buyer Persona Development Template
21. What are their career goals?

30. Buyer Persona Development Template
Marketing Triggers

31. Buyer Persona Development Template
23. What types of events or situations
cause this persona to realize the need
for a product/service like yours?

32. Buyer Persona Development Template
Common Objections
& Questions

33. Buyer Persona Development Template
24. What are their most common
questions about your product/service?

34. Buyer Persona Development Template
25. What are the most common
objections they have about your
product/service?

35. Buyer Persona Development Template
Identifiers

36. Buyer Persona Development Template
26. How do they prefer to receive
information?

37. Buyer Persona Development Template
27. What is their personality like?

38. Buyer Persona Development Template
28. What common traits do they have?

39. Buyer Persona Development Template
29. Which industry terms or buzzwords
do they use?

40. Buyer Persona Development Template
Segmentation
Question

41. Buyer Persona Development Template
30. How would they describe themselves?
The answer to this question will be used as a drop down for self segmentation on landing pages - ex. “I’m a small business
owner. I want to learn about how to get started with inbound marketing”

42. Buyer Persona Development Template
How You Help

43. Buyer Persona Development Template
31. How does your company help them
overcome their challenges?

44. Buyer Persona Development Template
32. How does your company help them
reach their goals?

45. Buyer Persona Development Template
33. What makes your offering different
and better than other alternatives?

46. Buyer Persona Development Template
34. How do you address their most
common questions and objections?