Persona Development
UNDERSTAND THE PEOPLE BEHIND THE BUYING DECISION
Persona Development builds on ICP Development & Segmentation in the Fluvio GTM Model's Inbound motion. Where ICP defines the right company, personas define the right people, and feed directly into messaging, enablement, and go-to-market planning.
WHERE COMPANIES GET STUCK
Personas at enterprise companies tend to have a shelf-life problem. They were created during a prior product cycle, built from limited interviews, and haven't been revisited as the product and buyer landscape evolved. When personas are too generic or too stale to be actionable, sales ends up improvising how they speak to different roles and messaging loses its specificity.
HOW WE APPROACH THIS
Fluvio develops personas grounded in direct research with your customers and prospects, structured around what each role actually cares about, how they evaluate solutions, and what internal pressures shape their decisions. Every persona is built to be immediately useful for your sales, marketing, and product teams rather than becoming an output that never sees the light of day after delivery.
WHEN TO INVEST
If your personas don't reflect your current buyer landscape, if sales is improvising how they speak to different roles, or if you're entering a new segment where the buying committee looks different.
FREQUENTLY ASKED QUESTIONS
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Enough to cover the key roles in your buying process without creating so many that your team can't keep them straight. For most B2B SaaS companies, three to five is a practical range.
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Not necessarily. We start by auditing what exists and validating it against current research. Sometimes the structure holds and the content needs updating. Sometimes the buyer landscape has shifted enough that a rebuild is warranted.
Questions?