B2B personas and customer journeys

B2B personas and customer journeys: understand your buyers, anticipate their decisions

At ExoB2B, we help companies build accurate and actionable buyer personas, certified by the Buyer Persona Institute. These personas are the backbone of a customer-centric B2B marketing strategy, essential for aligning your sales and marketing, and guiding your content actions.

Today, we are going one step further with augmented B2B personas: a new generation of living profiles, powered by your CRM data, intent signals, and AI. Inseparable from the buyer journey, these personas allow you to talk to the right person at the right time and stay ahead of your niche markets.

Traditional B2B personas: a proven foundation

A traditional B2B persona is a semi-fictional portrait of your ideal customer. Built from qualitative interviews, quantitative analyses, and market research, it helps you understand who is involved in the purchasing decision and how it is made.

Traditional personas provide a solid and lasting foundation. But in a world where decision-makers are changing roles, priorities, and information channels, a new generation of personas is needed.

Augmented personas in B2B: the new generation

Augmented personas in B2B are an evolution of traditional personas. They are living profiles, enriched with dynamic data and continuously updated.

What they include:

• Dynamic data: purchase signals, LinkedIn interactions, visits to key pages, content downloads
• CRM data: purchase history, order frequency, products viewed
• Broader insights: synthetic population data and AI-powered industry monitoring
• Continuous updates: your personas evolve with your customers and markets

In other words, augmented personas in B2B are to traditional personas what real-time GPS is to a paper map.

We have already integrated this methodology into several client projects. ExoB2B is one of Quebec’s pioneers in offering augmented personas in B2B, an innovation that evolves with you and puts you ahead of your competitors.

B2B buyer journey: the essential complement

A persona describes who makes the decision and how. The buyer journey describes when and under what conditions the decision is made.

ExoB2B maps out for you:

• The stages of the buying cycle (awareness, consideration, evaluation, decision)
• Critical touchpoints (marketing, sales, service)
• The barriers and triggers that influence your potential customers

ExoB2B has helped leading B2B companies define and optimize their customer journeys.

The result: better-aligned teams, more relevant messages, and faster purchasing decisions.

The benefits of B2B personas for you and your teams

With ExoB2B, you get:

• A methodology certified by the Buyer Persona Institute (Boston)
• Expertise recognized by major brands such as Nespresso Canada
• Tools to align your sales and marketing, fuel your content strategies, and accelerate your Account Based Marketing (ABM) initiatives

Benefits for your teams:

• Talk to the right person at the right time, thanks to trigger signals
• Align marketing and sales around living, shared profiles
• Optimize your efforts by targeting truly active prospects

Give your marketing and sales teams strategic tools that really make a difference.

ExoB2B: experts in B2B personas and customer journeys

For nearly 25 years, ExoB2B has been helping companies better understand their buyers and turn that knowledge into a competitive advantage. We evolve your traditional personas into augmented profiles, fueled by your data, intent signals, and artificial intelligence. We also map your customer journeys to identify the critical moments when your prospects make their decisions.

Our expertise combines qualitative research, dynamic data, and digital technologies to create dynamic strategic tools that are directly connected to your markets. The result: aligned teams, relevant messages, and accelerated purchasing decisions.

Ready to transform your personas and customer journey into real growth drivers?

I want to talk to your specialist