Before you can start any effective lead generation campaign, it helps to know who you are targeting.

1. QUESTIONS TO ASK
WHEN BUILDING YOUR
BUYER PERSONA

2. Before you can start any effective lead
generation campaign, it helps to know
who you are targeting.

3. You need to develop a prototype of
your target customer, called your
Buyer Persona.

4. Your buyer persona is a semi-
fictional representation of your
ideal customer based on real data
and some educated assumptions on
demographics, behaviors,
challenges, motivations and
ultimate goals.

5. Successful inbound
marketing campaigns serve
up the right content at the
right time to the right
audience--your Buyer
Persona.

6. If you don’t
already have a
Buyer Persona in
mind, you need to
build one out to
guide your future
marketing efforts.

7. BUT WHERE DO I START?

8. To develop your Buyer Personas,
start by identifying your target
customer. Then interview 3-5
existing clients, prospects or
contacts who fit that
description.

9. An Interview?
That makes me nervous!

10. Building your Buyer Personas
doesn’t have to be scary. We
have put together a list of 9
questions to ask to get you
started.

11. QUESTIONS TO ASK WHEN DEVELOPING YOUR
BUYER PERSONA'S

12. What is your demographic
information?
• Age
• Gender
• Location,
• Education,
• Salary Range
1.

13. What is your job title and role?
- Describe what you do for a living
2.

14. What does a typical day in your life
(both personal and professional)
look like?
- Try to gain an understanding of
how this person works.
3

15. What are your pain points?
What problem are you looking to solve?
What solution can my product or service
offer?
4.

16. What do you value most?
• Is it extra time?
• More money?
• Vacation?
• A relaxing bubble bath?
5.

17. What are your goals?
(personal and professional)
What do you hope to achieve
in life and work?
6.

18. Where do you turn for information?
• News outlets
• Radio
• Television
• Facebook
7.

19. What experience are you looking for
when seeking out my products or
services?
- Tell us how we can best help you.
8.

20. What are your most common
objections to my product or service?
- Tell me how I can do my job better to
win your business.
9.

21. Now you’re ready to start building your
Buyer Personas. Add any questions
specific to your audience as needed. But
remember that a Buyer Persona is
supposed to be a prototype of your ideal
customer, not an exact description of
Jane Smith, your favorite client.

22. What’s next?
Compile all of the responses you
receive and craft the story of your
Buyer Persona. Give him or her a
name, find a picture online to
represent him, and--most
importantly--share these with
your team.

23. Download this collaborative prospect and
persona worksheet to guide your team in the
development of your Buyer Personas.
Click Here: bitly.com/ima-personas
Ready to get started?

24. Brought to you by
Inbound Marketing Agents
www.inboundmarketingagents.com