Buyer Persona vs User Persona: The Difference | Userforge

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1. The buyer persona captures that decision. The evaluation criteria — price, integrations, security review, vendor reputation. The authority — can they sign, or do they need three approvals? The fear — wasted money for one buyer, a security breach for another, looking foolish in front of leadership for a third. And the objections: “we already have something that sort of works,” “the switching cost is too high,” “I don’t trust a company this small with our data.” Every objection is a page your marketing team should write. “You don’t need ten personas — you need the champion who drives the deal and a clear-eyed list of who can veto it.” The buyer persona answers a different question: what does this person need to feel confident enough to choose us?

   In Buying committee and personas

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