In both B2B and B2C, buyer personas always represent the same thing. However, there are significant differences between B2B and B2C purchasing processes, which will necessarily influence the way you build your personas.
Indeed, in B2C, the purchase is based on an individual decision in the sense that it does not involve the stakeholders of a company. Purchases are in fact more emotional, less logical and can sometimes be impulsive (e.g. the pack of chewing gum bought when checking out at the supermarket).
In B2B, the purchasing decision is de facto collective . Several stakeholders act on the pros and cons of each of the solutions that meet their problem (e.g. engineers, marketers, salespeople and the CEO).
So, we assume that there is no such thing as an impulse purchase. Decisions are less based on malaysia phone number library emotion. Reason prevails because the purchase implies that it is profitable for the company (aka the famous return on investment).
Therefore, B2B buyers will be more likely to rely on relevant content ( content marketing ) to help them make their decision. Since purchasing cycles are often longer, it is necessary to build a relationship of trust upstream.
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