Buyer versus User

Buyer person are focused on prospects looking to solve a problem or meet an objective that your products, solutions or services help them to achieve. Buyer person encompass all of the differing roles or stakeholders involved in the purchase decision and are usually represented by decision maker, influencer, champion, and gatekeeper roles. Distinctions can also be made as to economic buyer and functional buyer.

User person are designed to address the perspectives of those who work with your products, solutions or services on a daily basis. The goal is to help these “end users” achieve more complete use of the product, gain more value than they initially anticipated, as well as to help them become champions for continued use new additions, extensions or feature upgrades. They got what they needed to solve the original problem from your product, now how do they gain more value, or use more features? This persona is often the influencer in an account-based-marketing retention sale.