TL;DR
Developing buyer personas can be time-consuming and challenging.
AI, like ChatGPT, offers a quick way to jump-start persona creation.
AI isn’t perfect but provides a solid foundation for further market research.
This approach saves time and ensures better-targeted marketing strategies.
Update 2 - 16 October 2024
This stuff is changing fast and I'm reminded of the need to keep updating my techniques with everyone.
The latest update is more extensive and produces better results. I discovered the wonders of asking AI to improve on my prompts and results have been nothing short of dramatic.
My new prompt is:
Variables
{industry} = technology
{job_title} = Chief Marketing Officer
Role
You are an expert in developing buyer personas, with specialized knowledge of {job title] roles within the {industry} industry.
Task
Your task is to create a comprehensive buyer persona for a {job_title} in the {industry} industry. Ensure that the persona includes the following sections:
Demographic Details: Age, gender, education level, and geographic location.
Job Responsibilities: Key duties, decision-making power, and primary goals within the company.
Challenges & Pain Points: Specific challenges and frustrations faced in the role.
Purchasing Habits: How they make purchasing decisions, the process involved, and key influencers.
Preferred Content Channels: Types of content and platforms they rely on (e.g., whitepapers, webinars, industry blogs, industry publications).
Other Insights: Any additional relevant information about their role in product evaluation and decision-making.
Examples
If a template is available, use it as the structure: [insert template link here].
If no template is provided, organize the buyer persona following the outlined sections above.
Audience
The audience for this task is product marketing managers and sales enablement professionals. They require a clear, efficient process for developing buyer personas that can guide their marketing, sales, and product strategies.
Audience Needs
The audience need a step-by-step guide or template to quickly develop a detailed and reliable information base for a buyer persona. The solution should emphasize efficiency in gathering information without sacrificing depth or accuracy.
Input Sources
If no specific sources are mentioned, use your knowledge of {job_title} in the {industry} industry, including industry trends, behaviors, and decision-making processes.
Constraints
If you encounter any unclear points, stop and ask questions.
Write the content at an 8th grade reading level using clear, straightforward U.S. English to ensure accessibility.
Purpose
The purpose of this task is to provide the audience with an actionable solution, enabling them to create buyer personas quickly and accurately, saving time while improving quality.
Tone
Use a tone the {job_title} in the {industry} industry would speak when addressing colleagues or stakeholders. Keep the language concise, focusing on practical insights.
Format
Deliver the results using Markdown, with structured headers, bullet points, and lists to ensure easy readability and organization.Copy the above and all you need to do is replace the variables with the job title and the industry in question. As you can see, it's more detailed than my original below. Try it in ChatGPT, Claude, Gemini, or the AI of your choice.
Update
Since I first published this article, a lot has changed in the world of Generative AI. It's gotten better, and we are getting better at prompt engineering. This is all good news for us since it makes our lives easier.
Recently, I started using Google's Gemini and revisited the topic of using GenAI to jumpstart buyer persona development. Below is a template you can use to get started, and I am confident it will accelerate your buyer persona development.
A special thanks to Jeff Su for his YouTube videos on using ChatGPT. They have been inspirational on my prompt engineering journey. Check out Jeff's videos if you haven't already.
Introduction: Why AI is the Future of Buyer Persona Development
Building buyer personas can feel like an overwhelming task. From gathering research to organizing insights, it’s easy to get bogged down. But what if there was a faster way? Enter AI. With tools like ChatGPT, you can accelerate buyer persona development without sacrificing depth. In this post, you’ll learn how AI can help you get a head start on building personas and why it’s not a one-size-fits-all solution.
How AI Simplifies the Persona Development Process
AI for Buyer Personas: A Time-Saving Approach
Traditionally, building buyer personas has been a labor-intensive process. Product managers, marketers, and sales teams often delay persona development because gathering customer insights takes time. That’s where AI comes in. By using ChatGPT, you can cut down on research time. AI provides the foundational information you need—like customer pain points, goals, and decision-making factors—allowing you to build out personas faster.
Why AI Isn’t a Complete Solution
While AI can speed up the process, it’s essential to remember that it’s not a perfect substitute for market research. AI can give you a strong starting point, but you’ll still need to supplement the AI-generated insights with real-world data. This combination of AI and traditional research ensures your personas are accurate and actionable.
Step-by-Step: Using AI to Jump-Start Buyer Persona Development
Here’s a simple way to use AI for your buyer personas:
1. Define the Parameters – Start by providing AI with context, like the industry, target audience, and product specifics.
2. Ask AI the Right Questions – Input questions about your ideal customers’ challenges, goals, and decision criteria.
3. Review and Adjust – Once AI generates persona drafts, refine them with additional market insights.
4. Combine with Traditional Research – Use interviews, surveys, and other methods to enhance and validate the AI-generated personas.
By following these steps, AI helps you get a framework in place, but real-world insights will give it the depth it needs.
Leveraging AI for Buyer Personas in Your Marketing Strategy
Using AI to build buyer personas doesn’t just save time; it also enables more targeted marketing strategies. By understanding your customers better and faster, you can fine-tune your messaging and product offerings to meet their needs.
For example, AI-generated personas can quickly reveal key pain points that your audience faces. From there, you can align your product messaging to directly address these issues, creating a more compelling value proposition.
The result...
My Name
Call me Sarah. I've been in the building materials game for over two decades now, working my way up to the CMO role here at [Company Name].
My Primary Responsibilities
I oversee all aspects of our marketing strategy, from brand awareness campaigns to lead generation and everything in between. Think of me as the conductor of the marketing orchestra, coordinating the team to achieve our goals.
My Top 5 Business Goals
Drive sustainable growth: I'm not just looking for a quick bump in sales; I want to see consistent, long-term growth for the company.
Build brand loyalty: We have a great product, and I want people to be die-hard fans, not just one-time customers.
Stay ahead of the curve: The industry is constantly evolving, so staying informed about new trends and technologies is crucial.
Optimize marketing ROI: Every dollar spent needs to deliver a clear return on investment.
Empower my team: I want to cultivate a team of talented and passionate marketing professionals who are constantly learning and growing.
My Spending Authority
I have a decent budget to work with, but I'm not signing off on multi-million dollar deals without board approval. However, I have the green light to make strategic marketing decisions and investments within a set spending limit.
My Personal Aspirations
Beyond the bottom line, I want to leave a positive mark on the industry. I'm passionate about sustainability and innovation, and I'd like to be part of the movement towards greener and more efficient building practices.
My Top 5 Problems
Cutting through the noise: It's a crowded marketplace, and getting our message heard can be a challenge.
Meeting evolving customer needs: Consumer preferences and buying patterns are constantly changing, so it's important to stay adaptable.
Measuring marketing effectiveness: Attributing success directly to marketing efforts can be tricky, but it's vital to demonstrate the value we're bringing to the table.
Talent acquisition and retention: Finding and keeping top marketing talent is crucial for our success.
Staying compliant with changing regulations: The marketing landscape is constantly evolving, and keeping up with the legal and ethical considerations is a necessary burden.
My Information Sources
I'm a big believer in staying informed. Here are my go-to sources for industry news:
Industry publications: Trade journals, online news platforms, and research reports keep me updated on the latest trends and innovations.
Industry events: Attending conferences, trade shows, and networking events allows me to connect with peers, learn from others, and identify potential partners.
Data and analytics: We have access to a wealth of data that helps us understand customer behavior and optimize our marketing efforts.
A Day in My Life
My days are a mix of strategic planning, team meetings, client calls, and data analysis. I might start the morning by reviewing campaign performance metrics, then jump into a brainstorming session with the team to come up with new marketing ideas. Later, I could be meeting with a potential vendor to discuss new marketing technologies, or presenting my latest strategy to the executive team.
No two days are exactly alike, but that's what keeps things interesting in this dynamic field.
It's taken me a while to tweak the prompt. Feel free to use and expand it to help you build buyer personas.
While this result doesn't have the depth I ultimately want, it does a better job of creating empathy for the consumer of the buyer persona. If I'm not familiar with the industry or role, I could easily find someone who is familiar to provide feedback.
Give it a try!
The buyer persona was produced in under 5 minutes once I had a good prompt to work from.
Here is an example of a product marketing manager buyer persona I created with Gemini using the prompt above. The only changes were to formatting. The words are copy and paste in the Buyer Persona Canvas.
Let's talk about what this means to you and the limitations of the results.
Jump-Start Buyer Persona Development
One of the most common problems with developing buyer personas is getting started. Conceptually, buyer personas are easily understood, but the practice of developing and maintaining them is an afterthought.
Using Chat GPT is a quick way to jump-start buyer persona development. I fear that it's so easy that it would be easy to get carried away and create more buyer personas than necessary.
Recognize the Limitations of Chat GPT
The quality of the result is only as good as the learning system of Chat GPT, relevant data availability, and your request's quality.
While the buyer persona creation of Sarah Lee is compelling, it lacks the depth to build empathy. Someone deeply familiar with Sarah Lee can fill the gaps between what exists in the generated buyer persona and what is reality. To that end, remember that a tool like Chat GPT can function as a research assistant but still requires further investigation and validation of the information.
To put it bluntly, don't take Chat GPT's information at face value. Apply critical thinking to be comfortable with the data before proceeding.
Crystal Knows - Another Buyer Persona Shortcut
Another buyer persona development shortcut I picked up in the last few years is using Crystal Knows. CrystalKnows delivers a surprisingly accurate personality profile from a LinkedIn profile. I don't proclaim to know how it works, and frankly, I don't care. All I know is it produces terrifyingly accurate results.
The value to buyer persona creation is Crystal Knows can give you personality trait attributes. Find 3 or 4 representative LinkedIn profiles and run Crystal Knows to learn the personality attributes. Identify the patterns in the cohort and update your buyer persona.
And now you are one step closer to a fully formed buyer persona.
Wrap Up
Leveraging AI for buyer personas offers a quick way to jump-start the process. While it doesn’t replace the need for deeper market research, it provides a valuable framework. By combining AI-generated personas with traditional insights, you’ll create more targeted, effective marketing strategies that resonate with your audience.