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ICP & targeting · C1 Fundamentals & definitions

Buyer Persona

Definition. A profile of an individual buyer (role, goals, pains, objections) within a target account, used to guide messaging. ICP describes the company; persona describes the person.
Established Last updated 2026-06-18

Related terms

ICPBuying CommitteeEconomic BuyerChampion

Where this sits

Part of the ICP & targeting set within the GTM World Model — cluster C1, Fundamentals & definitions.

How to cite this

@misc{shalvi_gtm_buyer_persona,
  author = {Singh, Shalvi},
  title  = {Buyer Persona — GTM World Model Glossary},
  year   = {2026},
  url     = {https://shalvisingh.com/gtm/glossary/buyer-persona}
}

Singh, Shalvi. "Buyer Persona — GTM World Model Glossary." shalvisingh.com, 2026. https://shalvisingh.com/gtm/glossary/buyer-persona