It's important to think about the role for which you want to create a Buyer Persona. If it's your first Buyer Persona, we suggest starting with the role of Initiator. This is the person who initiates the purchase of your product or service.
Click DMU role to open the dropdown menu.
Select the right role.
Click the refresh icons to generate a name and avatar.
Click next when you're done.
Understanding the various DMU roles helps clarify the decision-making process and target your efforts effectively.
Here’s an example of what that looks like when we sell Growf to a marketing agency:
Initiator: The person who identifies a need and starts the search for a solution.
Example: In a marketing agency using Growf, this is often a marketing manager or account manager looking for better ways to streamline campaign management and improve client results.
Decision Maker: The individual who has the final say on the purchase.
Example: In smaller agencies, this is often the CEO or owner, while in larger organizations, it could be a senior marketing leader like the CMO or CCO.
End User: The person who will actively use your product or service.
Example: A growth marketer, SEO expert, or content writer. The exact roles may differ, so you might need multiple user personas.
Influencer: Someone who impacts the decision without making the final call.
Example: This could be a CFO evaluating ROI or an IT manager assessing technical compatibility.
Buyer: The person responsible for executing the purchase by handling the payment.
Example: This role is not necessarily the final decision-maker but ensures the transaction is completed. In our case, this is an often a CFO within smaller companies, or an administrative employee at bigger companies.
