What Is a B2B Buyer Persona? A B2B Buyer Persona is a semi-fictional profile of a company’s ideal business customer, built using real data, research, and insights. It describes the type of person (or group of people) inside an organization who is involved in evaluating, influencing, and making purchase decisions for B2B products or services. Unlike simple demographics, a B2B persona goes beyond who the buyer is and explains why, how, and under what conditions they buy.