What is Persona? How to create your Persona in 6 powerful Steps?

In this blog post, we will answer the question of what is Persona and also, show a few steps of how it’s created for your project.

Persona is a fictional character who shows common behaviors such as purchasing decisions, product use, customer contact points preference, lifestyle, and tastes in product/service use, etc. These kinds of specific behavior help to make your marketing process. You need to create your Persone before determine your marketing process. Because making Persona after determine the marketing process can be a difficult situation. Your brand name, corporate identity work, company’s marketing mottoes, etc. are designed according to your company’s Persona.

Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas helps the designer to understand users’ needs, experiences, behaviors, and goals.

How to Create a Buyer Persona?

Companies in every sector are asking the same question: “What do my customers want?” When one of your teammates encounters a problem, they can review the persona cards you’ve created, or refer to your project’s persona when they need help making a decision based on client interests. User personas will assist you in setting your customer preferences and goals.

You should ask yourself when determining your customer preferences;

  • Can Emily afford this price?
  • What would Jayden think after this feature update?
  • What software and applications does your persona use on a regular basis?

Having a handy user personality by asking questions like this gives you a focal point for such questions. Therefore you can focus on your target customers and create a product that meets their needs with the right price policy and correct product development.

A persona should include the following 6 steps:

Name: Could be realistic or it could be descriptive.

Photo: It always helps to put a face to a name. Avoid familiar faces, the idea should be to create a new, original identity.

Demographics: Age, gender, job title, education, marital status etc. The job title is important, as it gives a clue of financial status.

Goals: The goals in this Persona is related with your needs. You can create product value with user persona goals.

Wants and needs: When your sales team talks with your potential customers, try to define what they want or need. Identifying the needs of your potential customers will help you develop the product.

Pain and fear: The most important title is their pain points and fears. When you create your marketing message or product value, you will design the product according to their pain points. If you know what they fear about changing the system or use the different applications you can post your messages on your website that will provide solutions to their pain points.

What is Persona

Example of Sumasa Persona

  • Name: Emily Callies
  • Gender: Female
  • Age: 30-40
  • Job Title: Co-founder
  • Education: Economy, Yale University
  • Marital status: Married
  • Short Bio:

Wants and Needs:

  • She wants to see or predict monthly/annual recurring revenue from the sales funnel.
  • She wants to create custom roles for her teams.
  • She wants to manage people with different roles and apply actions to these kinds of roles.
  • She wants to have less contact with users because users take the time of C-level people.
  • She wants to use CRM that is integrated with Zapier.
  • She wants the CRM integrated with existing software.
  • She wants to integrate CRM with their phone system.
  • She wants to get multi-channel customer support. She wants the CRM provider to have an excellent customer service program and provider that offers phone, email, and live chat support.
  • She wants to view the activities of her teammates.
  • She wants to do a Round-Robin Lead Assignment on the team.
  • She wants to view all data on one platform.
  • She wants to analyze the sales made through different sales channels in 2 pipelines.
  • She wants to use CRM with MobileApp.

Pain and Fear:

  • She wants to find a CRM software that is easy-to-use and one that can be applied easily to the system.
  • She encounters higher costs and lower returns than expected.
  • Users (at all levels) find another alternative way that cannot be reported when they’re not satisfied with the existing CRM.
  • Sales automation, sales reporting, easy communication, etc. they can’t find CRM to help small and medium businesses with features to grow.
  • She doesn’t want manual work. She wants to create an automated workflow. Lead and task assignment, follow up emails, update records, update teammates etc.
  • She needs a CRM for customizable sales reports.
  • She wants to see new messages, deals, and contacts in real-time and remote.

Where they work: at Madead Inc. / IT sector

Goals: To achieve high performance while ensuring the development of employees. Make the managed business achieve the goals.

Marketing Matrix

After creating your buyer personas, our next step is to create the marketing matrix. The marketing matrix is ​​the messages that include the problems faced by your buyer/user personas and your product values, that is, your solutions to these pain points.

Pain Points

Write below the pain points that users face daily in the current system. If your product solves or facilitates these problems, add them below your product value.

Product Value

What pain points does your product solve for your potential customers? and what are the features that make you different from the current system they use? List them below.


It’s time to share the messages that solved pain points as a result of your product values. On social media platforms where your potential customers are located, for example; reach and test your prospects on pages like community pages, Facebook groups, Twitter, or LinkedIn.

What is Persona
What is Persona? – Marketing Matrix

Example of Sumasa Marketing Matrix

Pain Points

  • When users can’t create reports on CRM, they find an alternative way to do that.
  • Higher cost/low return.
  • Wasting time and effort to understand the complex CRM system.
  • Not being able to assign different roles and apply actions to our teammates who use the CRM system
  • Wants to be able to integrate the CRM system with Zapier, Phone system, and other software.
  • C-levels want to see the activities of teammates.
  • When c-level people can’t track prospects they don’t understand which lead makes a profit.
  • C-levels want to view all data on one platform.
  • C-levels don’t want manual work. They want to create automated workflow. Lead and task assignment, follow up emails, update records, update teammates, etc.

Product Value

  • C-level can create reports on support tickets, contacts, companies, call activity, and their teammate’s tasks.
  • A simple based CRM system, easily understandable.
  • Assign different roles for different users in your team.
  • Integrate CRM system with the phone system that you are in use and easily integrate with other software and Zapier.
  • C-level can track user activities on CRM.
  • Managers can understand the profits of the lead by segmenting your contacts.
  • C-levels can see contacts/companies/calls/tasks all in one platform.
  • You can assign to your teammates any task, support tickets, contacts, or any companies. We also have a user page you can add or suspend users on it.


  • Sumasa is easily understandable to users and C-levels at ideal prices and you can get a report at every stage of your business.
  • Developing companies can easily create custom roles for their different teams with Sumasa CRM.
  • Quick responds can turn leads into paying customers. Follow and manage your team to the very top. Increase your deals with your strong follow-up.
  • Manage the tracking of your users on a single page.
  • Segment your leads according to the customer lifecycle stages and easily predict your approximate revenue with your reports.
  • Grow your company with Sumasa CRM, keep your sales report up-to-date on a simple based system.
  • Assign tasks and support tickets to your teammates, only focus on your leads, you don’t have to track all prospects.
  • You don’t need to think about how to manage users. What user you want you can invite or can suspend on your CRM system. On the user page, you can filter users according to their status as active/all/suspended.

You can also read more about personas on the article What is Persona(user experience).

You can review our other blog posts from the link. If you have any thoughts, Please, share it with us by leaving a comment.

Here, we tried to answer your questions about what persona is.

Create your Persona and Marketing Matrix!

Examples: Persona and Marketing Matrix

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