A Step-by-Step Guide to Creating SaaS Buyer Personas - SmartKarrot

A Step-by-Step Guide to Creating SaaS Buyer Personas

In this write-up, we discuss the step-by-step process of creating SaaS buyer personas that have become essential in the B2B world.

Guide to Creating SaaS Buyer Personas
Guide to Creating SaaS Buyer Personas

Buyer personas are important for organization success. These audience personas will help sell correctly. You can create the right content that matters to the audience and connect with them. SaaS buyer personas will help identify the right customer type and satisfy their needs. The SaaS company will be able to keep customer requirements and ideas and develop content that meets customer needs.

Why Should a SaaS company form a Buyer Persona?

SaaS buyer personas will help meet the audience’s needs and keep them at the center of all strategies. Companies run a lot of marketing campaigns. It is necessary to understand who these campaigns are targeted to. SaaS companies need to speak directly with target customers. This is possible with targeted social advertisements and posts that meet audience needs.

You can develop an actual connection with customers and establish trust. Your messaging needs to resonate with buyers and give them a compelling reason to choose the brand.

Find the Ideal Customer Type

Launching a SaaS product requires one to find the ideal customer type. SaaS buyer personas will help us be at an advantage when we fit an ideal customer profile. You need to make an educated guess about what customer profiles best fit your business.

How to Build a SaaS Buyer Persona?

The SaaS buyer persona needs to be a real representation of an ideal client. Here are the steps to build a SaaS buyer persona.

Research the audience thoroughly

You must know what kind of customers make up your base. Are they the ones who use social media or not? What is their age bracket like? What makes your regular customers stick around? What are the target customers that the rivals are looking out for?

Understand audience insights from online tools like Google Analytics, Facebook Audience Insights, and customer information. Information such as-

  • Location
  • Age
  • Spending patterns
  • Language
  • Stage of life
  • Interests
  • Challenges
  • General purchasing decisions

It is also possible to understand customers in a better manner.

Track Customer Pain points and Goals

What makes customers choose your product? What aspects drive customers? Does anything repel customers? What is the ultimate goal of customers? You can know customers’ objectives by identifying their goals and pain points. You can find out customer motivations and what drives them. You must also note their weak areas, challenges, and what they can do to be more successful in the long run.

A great way to know customer motivation and pain points is by knowing the social sentiment and social listening environment. Tracking customer pain points will help you understand how the product fits in to be a solution.

Find out how your product can help

Since you know the problems and pain points of the customer, you need to match how the product can help. This will help you understand if you can be useful to the customer. The features of the product need to be actual problem-solvers. You need to show how each product feature is a solution that customers want.

For example- If the problem faced is understanding if the customer is in good health or not, a customer success software with a health score mapping feature would be great. You must take customer considerations into count. You need to be helpful in a true sense.

Create Buyer Personas

You must collate all this research and find relevant patterns to create buyer personas. You can organize various qualities into segments and assign them to a type. You can personalize buyer personas and find the right type. You can chalk buyer personas with the working profession, qualities, and other aspects.

For example- You have a SaaS product that focuses on restaurant management. You need to know what kind of people might visit. A good fit would be someone who is –

  • Between the ages of 25-40
  • She likes good eateries
  • She is digitally active
  • She takes at least two holidays per year
  • She frequently cooks at home

You need to get an idea of the main features or attributes of the customer. This will let you see the customer as a human, not a machine. You can know what makes the buyers a certain type and then fit the bill accordingly.

Top ways you can utilize buyer personas

  • SaaS pricing strategy to understand how the product can be linked to features and buyer needs
  • Paid ads to create targeted content for Twitter, LinkedIn, Facebook, and Instagram.
  • Optimize copy for a landing page to enhance targeting
  • Create the right content for the buyer journey and attract customers

SaaS Buyer Persona Examples

User 1

Possible Job Titles

Marketing Manager

Marketing analyst

Marketing specialist


  • Duties of managing marketing campaigns
  • Ensuring content is targeted to customers
  • Reaching lead targets and goals
  • Prioritizing marketing qualified leads

Aspects that would make them buy-in

  • Ease of operations
  • Custom demo
  • Easy integrations
  • Case studies
  • ROI calculator

Purchasing power

  • High autonomy over marketing purchases
  • High involvement in marketing space


  • Lack of product fit
  • Redundancy in the product
  • Skillset fit might reduce
  • Producing unsuccessful campaigns


  • What is the career path?
  • Can they build a better strategy?
  • Is it possible to ensure a better lead-gen process?

Bottom Line

Adapting to buyer personas will give you better insights into how you can structure your marketing plans. You can keep these personas at the core of any interaction to increase revenue and results.

By building a buyer persona, you are ensuring your customers are known to you. This way, you can assist them better and collaborate accordingly.

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