As marketers accumulate information about customers, it is also important to identify common characteristics and patterns to help guide messaging, engagement and offers.
Behaviors that contribute to your business objectives like, sales, advocacy, sharing, referrals and repeat business might contribute to your understanding of an “ideal” customer that can be characterized as a persona:
Admin Bob – Influences the CEO on software purchases and cares about price, service and speed.
Being able to identify your “best” customers also means there’s another end to the spectrum: patterns that reflect undesirable customer behaviors and an “avoid” persona:
Gatekeeper Jane – Maintains power by filtering information to the CEO about software purchases. Cares about control, recognition and status quo.
Companies that solve different problems in different markets may determine that multiple personas best represent their target audience.