B2B and B2C buyer persona development · Marketing
Write your marketing for the actual person who buys, not a guess about them.
Most businesses sell to more than one kind of buyer without saying so out loud. A clinic has the anxious first-time patient and the returning one who just wants an appointment slot. A manufacturer has the engineer who checks specifications and the owner who checks price. Marketing written for an average of both misses everyone.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Buyer persona development for business-to-business (B2B) and business-to-consumer (B2C) markets sets out who your different buyers are, in specific terms. It covers what they worry about and what makes them choose one supplier over another. GullySales builds these from real conversations with your customers and sales team, not from a template.
We build two or three named personas from interviews with your recent customers and your sales or reception team. These cover what they searched before contacting you, what almost stopped them, and the words they used to describe the problem.
The output is short and specific enough to use, not a long document nobody reopens. Every page, ad and script we later write points back to one of these personas by name.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Your website copy could describe any competitor”
Pages talk about quality and experience in general terms because nobody has written down what this buyer specifically worries about.
“Sales and marketing describe the customer differently”
Marketing imagines a price-sensitive shopper while sales is actually closing considered, relationship-led buyers, so campaigns bring in the wrong kind of enquiry.
“One persona is built for a market you no longer sell to”
An old persona document describes the customer from years ago, and nobody has checked whether today's buyer still matches it.
“The buyer, the user and the approver are treated as one person”
In B2B sales, the person who will use the product, the person who compares suppliers and the person who signs off often disagree, and one persona cannot represent all three.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Customer and team interviews
Short conversations with recent customers across your different segments, and with sales or reception staff who hear objections daily.
Persona documents
Two to four named personas covering role, goals, objections, and the words each one uses to describe the problem.
Buying trigger and objection list
What prompts each persona to start looking, and what nearly stops them from choosing you.
Channel and message notes
Where each persona actually looks for information, so content and ads are placed where they will be seen.
Persona-to-page mapping
A note on which website pages, ads or scripts should speak to which persona, so the work does not sit unused.
How the result is measured
- Personas built and validated against real customers
- Pages or ads rewritten against a named persona
- Enquiry quality by the persona a page targets
- Sales team agreement on persona accuracy
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses that serve more than one type of customer through the same channels
- Owners who suspect their marketing speaks to nobody in particular
- Teams about to write new website pages, ads or sales scripts and want them grounded in reality
- B2B sellers where the buyer, the user and the approver are different people
- Businesses expanding into a new customer segment they have not sold to before
Not for
It is not the right fit if.
- Very small, single-product businesses with one obvious buyer already well understood
- Anyone wanting a demographic slide deck rather than something used to write actual pages and scripts
- Businesses unwilling to make a small number of real customers available for a short conversation
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Understand the current view
We start with how your team currently describes the customer, since the gap between belief and reality is often the finding itself.
- 2
Audit past enquiries and sales
We look at recent enquiries and closed deals to see who actually bought, not who was assumed to buy.
- 3
Interview customers and staff
Short, structured conversations surface the real language, worries and triggers behind a purchase.
- 4
Build the personas
Findings are written into short, usable persona documents rather than a long report.
- 5
Apply to your marketing
We show exactly where each persona should change a page, an ad or a script you already have.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How many personas do we need?
How is this different from buyer journey mapping?
Do you need access to our customers?
Will this take long?
Who at GullySales runs these interviews?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What if we are not happy with the work?
By industry
B2B and B2C buyer persona development, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to identify your advertising audienceStart with your own last fifty orders, not a workshop. Then translate the description into something a platform or a media owner can actually sell you.
- How to advertise to women entrepreneursNothing useful here comes from gender. It comes from how these businesses are financed, where they sell from and which hours of the day the founder is actually free.
- How to advertise to business ownersThe owner is the user, the budget and the signature in one person. That removes the committee and it also removes the nurture sequence, because the decision happens in one sitting or not at all.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.