The phrase “buyer persona” gets tossed around within pretty much any marketing course, articles, and other educational materials. Many businesses might assume that everyone already has one, knows about it and has put it to use.

Why is the Buyer Persona Important for Business?

After making an initial market assessment, determining buyer personas is the next logical step in defining marketing, product, and the overall business strategy. After all, business and product development, as well as marketing activities, all come from knowledge about the target audience. It is the buyer personas that help businesses decide:

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