Buyer Persona & Segmentation

Know Buyers
Win Markets

Generic Marketing Falls Short in B2B Tech

You serve CTOs, CISOs, and CFOs, but your message remains the same.

You target DevOps and IT leaders, but use the same value prop.

Result? Everyone hears you, but no one feels understood.

We build buyer personas that convert by speaking their language, solving real problems, and aligning with their journey.

"When you know your customers better than they know themselves, selling becomes serving."
— Quartzlane

The Quartzlane Persona Framework

Past the Who. Into the Why

Traditional Personas: Titles, size, industry
Quartzlane Personas: Pain, triggers, criteria, style, depth, authority, metrics

One Deal. Many Decision Makers

Technical Evaluators: Engineers validating capabilities
Business Champions: Leaders driving adoption
Economic Buyers: Execs owning the budget
End Users: Teams using the product daily

Our Battle-Tested Segmentation Methodology

1. Primary Research & Discovery

Customer Interviews: Insights from top customers

Prospect Surveys: Voice of the market

Sales Interviews: Front-line deal insights

Win/Loss Analysis: Why deals are won or lost

2. Behavioral Segmentation

Buying Journey: How each persona researches and decides

Content Patterns: What they read and where

Channel Preferences: Email, LinkedIn, events, outreach

Decision Process: Solo vs. group, fast vs. slow

3. Needs-Based Clustering

Jobs to Be Done: What each persona wants to achieve

Pain Points: What problems matter most

Success Metrics: How value is measured

Trigger Events: What sparks the search for solutions

4. Persona Activation Framework

Messaging: Tailored value props by persona

Content Strategy: Thought leadership that resonates

Channel Strategy: Right touchpoints for each segment

Sales Enablement: Tailored pitches & responses

Methodologies That Drive Precision

Clayton Christensen's Jobs-to-be-Done
We use the JTBD framework to uncover what each persona truly needs—not just what they say they want.

Tony Ulwick's Outcome-Driven Innovation
Our segmentation reveals what each persona values most—so you can position with precision.

The Challenger Sale Persona Framework
We build personas that help sales teams teach, tailor, and win complex B2B deals.

Account-Based Segmentation
We map enterprise buying groups—roles, dynamics, and decision power.

WHAT YOU GET

360° Persona Intelligence

Deep Persona Profiles

Demographic Data: Role, company size, industry, experience

Psychographic Insights: Goals, fears, success metrics, comms style

Behavioral Patterns: Research habits, content picks, decision flow

Pain Point Analysis: Key challenges, business impact, urgency

Persona-Specific Assets

Messaging Frameworks: Persona-based value propositions

Content Strategies: Targeted thought leadership & education

Sales Playbooks: Talk tracks & objections by persona

Marketing Campaigns: Channel plans by segment

Activation Toolkit

Persona Training: Equip sales & marketing teams

Content Calendar: Schedule for persona-driven content

Lead Scoring: Qualify leads by persona fit

Campaign Measurement: Track success by persona

The Transformation Journey

Month 1:
Research & Discovery

Customer & prospect interviews

Sales insights & win/loss analysis

Behavioral data & market research

Month 2:
Segmentation & Profiling

Persona development & validation

Buying journey & decision criteria

Pain points & success metrics

Month 3:
Activation & Implementation

Messaging framework creation

Content strategy & sales enablement

Campaign optimization & measurement

Month 4+:
Optimization & Refinement

Monitor performance & validate personas

Refine continuously with market feedback

Scale to new markets & segments

Know Them well
Win More

Free Persona Gap Analysis

We assess what you know—and reveal what you’re missing.

What You'll Get:

Current persona audit & gap analysis
Buying journey review for key segments
Message-market fit assessment
90-day persona development roadmap