A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect's buying cycle and buying decisions are situated within a larger context that must be understood in order to motivate his/her buyer behavior.

There may be multiple types of customers and companies that your business targets, and this persona tool will help create a picture of the most important customer types. Up Close & Persona™ is a buyer persona tool developed with B2B marketing strategist Ardath Albee - an industry leader, speaker and consultant on the effective use of buyer personas in B2B marketing.