Buyer personas are one of the essential building blocks of personalized marketing. These data-backed representations of your buyers should deliver an archetype of who they are. In other words, they tell you what your users are trying to do, why they're doing it, how they think, where and when they buy, and whom they buy from. You can use this to tailor your process for each persona, improving both your lead quality and your leads' marketing experience.
https://www.business.com/articles/data-driven-buyer-personas/
