Your B2B Tech Buyer Persona is Probably Outdated

If you’re anything like many of the software and tech companies we work with, your buyer persona probably goes something like this...

  • Manager or Director-level
  • Age 40-50
  • Has buying power
  • Wants to streamline business operations
  • Important to demonstrate ROI of any new software purchase

Buyer personas are the core of any good marketing organization. They give us valuable insights into what our target audience is thinking, what their pain points are and what would appeal.

Don’t have your personas clearly documented? We 💚HubSpot’s buyer persona generator:

HubSpot’s “Make My Persona” tool


But being the smart tech marketer you are, you probably already have your personas in place.

So, when’s the last time you gave your personas a good once-over?

In 2018, MLB sped up the pace of play, Google AdWords dropped the “Words”, and Congress now looks different than it used to. So maybe your buyer persona is due for an update, too.

Think about your last big sales opportunity that successfully closed. Was it a little different?

Maybe you had a prospect come in who already had a few vendors picked out, and they moved thru your sales cycle quicker than you expected.

Maybe the person who championed your product and shepherded it thru their organization was a little different than the type of person you’re used to working with; maybe a different role, maybe a different gender, maybe a little younger.

Instead of quickly writing those off as exceptions, use those exceptions as a reason to dig deeper.

Crafting your buyer personas is not a once-and-done effort. Just like how the business landscape evolves over time, your target audience is always evolving, as well.

If you don’t have millennials anywhere on your buyer personas, your B2B software and tech buyer personas are probably outdated.

Especially in B2B software and tech, millennials often aren’t represented within a buyer persona. It’s easy to default to the perception that because B2B purchases are often large or complicated, that it must be a middle-to-upper aged director making the purchase decision.

Think millennials are just entering the workplace? Think again.

In fact, millennials are now the largest generation in the U.S. Labor Force.


And millennials aren’t just part of the workplace—they are making decisions and filling manager roles.

That manager role on your persona that has 10 years experience? That could very well be a millennial. According to the Pew Research Center, anyone born between 1981 and 1996 (ages 22 to 37 in 2018) is considered a millennial.

And even if millennials aren’t your primary persona, keep in mind that “influencers” can also be considered an important buyer persona. For example, someone who first discovers your company or service offering, the raises it to their boss for approval could be considered an influencer or brand champion.

If you’re not already considering millennials on your buyer persona, then bump that up to the front of your 2019 to-do list.