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Whether you’re a marketer, a salesperson, a product manager, or even a developer, your work comes back to one thing: the customer.

When you understand who they are, what they want, how they talk, and how they get things done, you can make better products and promote them in the right way to the right people.

One of the most powerful ways to understand your customer better is to create buyer personas. That’s why we’ve put together a comprehensive guide that includes everything you need to know to create, refine, and use your buyer personas.

What are buyer personas?

Buyer personas lay out the typical characteristics of someone who is likely to buy your products - usually on a single page.

Personas aren’t profiles of real people. You shouldn’t use real names, photos, or personal information on your buyer personas. But they should reflect the general behavior and goals of your real customers

You might create a buyer persona for your ideal customer, or several types of ideal customers that regularly buy your product or service. For example, at Easy Agile, we have personas for the most common roles/titles of our ideal customers, like:

• Release Train Engineer
• Product Manager
• Product Owner
• Scrum Master
• Developer

You might also create anti-personas for the types of customers you don’t want to attract.

What are some other names for buyer personas?

You might know “buyer personas” by a different name, depending on your industry, department, or how you plan to use the persona. For example:

• User persona (if your product is software and your user is also the buyer)
• Audience persona
• Customer persona
• Buyer avatar
• Customer avatar
• Ideal audience avatar
• Buyer profile

While there are some slight differences between some of these names and how they're used in marketing or product management, they are often used interchangeably with "buyer persona".

What are buyer personas used for?

Buyer personas can be used in just about any role or department.

The main purpose of buyer personas is to gain a deeper understanding of your customers. This will help you:

• Improve targeting and reach
• Increase conversions
• Increase ROI and profitability
• Communicate more effectively
• Identify pain points
• Create products that solve problems
• Improve the user experience
• Improve customer loyalty
• Offer the best value to your best customers
• Help the customers who need your product or service the most

Why create buyer personas?

It’s clear that buyer personas are useful for a lot of different things. But let’s take a closer look at the top 6 benefits.

1. Increase revenue

One case study found ROI increased by 124% by using personas as part of a marketing strategy. Another case study found that personas have the potential to significantly increase time spent on a website and could boost marketing revenue by 171%. This makes sense when you consider that the insights from personas can allow you to use your marketing budget to better target and convert customers.

2. Make good decisions fast

Whether you’re a marketer, salesperson, or product manager, you won’t always have time to run a proper analysis, get consensus from your team, or survey your audience before you make a decision. Fortunately, with a clear picture of your audience always at your fingertips, you can make snap decisions with confidence. Buyer personas allow you to anticipate how a feature or change will impact the buyer (and therefore your conversions, retention, and bottomline) by seeing things from their perspective (goals, objectives, fears, and motivations).

3. Understand how people buy

Buyer personas can help you map out the customer journey, showing how your audience goes from the first point of contact with your brand to purchasing your product. Personas can reveal what issues matter to them, what content they’d like to consume, what platforms they prefer to consume it on, and what products they’re most likely to invest in first. When you understand how people prefer to buy from you, you can make this more streamlined by:

• Creating different funnels for different personas
• Showing people the right thing at the right time
• Tackling objections with your content
• Focusing on the most effective channels for your audience

4. Talk directly to your ideal audience

With clearly defined buyer personas, your team will have the data needed to target ads directly to your ideal audience. Not only that, but they’ll be able to use ad creative that talks to your audience pain points and uses language that they can understand. In turn, this should lead to more clicks, more conversions, and more customers that are the ideal fit for your product.

5. Be more consistent

Buyer personas can help your whole team get on the same page about who your customers are and how to target them. This can help you deliver more consistent messaging and support for customers, which will help build customers’ trust, confidence, and loyalty.

6. Stay focused on the customer

One of the top benefits of using buyer personas is that they help keep your team focused on what’s important: the customer. With so much data available these days, it can be easy to get lost in the numbers. And it’s just as easy to go down rabbit holes, chasing features you want to work on without fully considering what’s best for the customer. With customer personas, it’s much easier to remember that real people buy your product - and that your job is to deliver value to them above all else.

How to research your buyer personas

Don’t assume you know everything there is to know about your audience - real data should inform your buyer personas. Here are some ways you can research your buyer personas:

Survey customers

Customer surveys are one of the most powerful ways to gather data. You can create online surveys through tools like SurveyMonkey or Google Forms, then send these to your existing customers or prospects. Use these surveys to ask questions about audience demographics, habits, goals, challenges, fears, objections, platforms, technology, and preferences. This data will directly inform each section of your buyer persona, so make sure you ask questions that are most relevant to understanding your buyer and how they might find, purchase, or use your product.

Interview key customers

One-on-one customer interviews or focus groups are another powerful way to learn about your audience. Unlike an online survey, this format is more flexible. You could start with some questions to help start a discussion, and then dig further based on the answers that come up. It does, however, require more of a time commitment from you and your customers, so be sure to offer a fair incentive.

Review your database

If you already have a list of current or previous customers stored in your database, they can be a really valuable source of information. Look through the list and see what trends and categories emerge. For example, you might find buyers from small, medium, and large companies. Or you might find that most of your customers fit into one of 3-4 departments or roles, like marketing, sales, and project management. Once you can categorize your customer list, you’ll be able to see how different customer types use your product, consume your content, and other useful insights.

Check your analytics

Analytics can be a goldmine for researching your customers. You likely have access to analytics from your product, any social media pages, and your Google analytics. This data can reveal demographic information, typical usage patterns, preferred devices, preferred social media channels for different audience groups, what they search for, and more.

Do social listening

Social listening means monitoring your social media channels to see what your audience is saying. You might uncover valuable feedback, pain points, objections, and topics that your audience is interested in. You could also find this information by looking at competitors’ channels, searching for industry keywords, and even looking at online forums. Sometimes the best way to get to know your audience is when they’re asking for help or recommendations from their peers.

Talk to your team

Finally, ask your team members to share their audience insights. Especially those that regularly talk to customers, like salespeople and customer support. They’re probably familiar with the types of people who buy your product, their biggest challenges, and the questions they need answers to.

A simple buyer persona template

You don’t have to start your buyer personas from scratch. Most buyer personas follow roughly the same format, so find a buyer persona template that fits your needs and goals and start with that. Use the data you’ve collected from your research to fill out a profile for each of your ideal customers.

Let’s go through the above sections on your buyer persona template.

Title and name

The persona title helps you identify the buyer group you’re referring to. Depending on your product, this might be their industry, demographic, job title, aspiration, or something else that helps differentiate them from your other buyer groups.

But sometimes a title isn’t enough. Naming your buyer persona and giving them a photo helps to humanize your buyers. It can help you remember that while the profile is fictional, real people buy and use your products.

Bio

A short bio can help to tell your buyer’s story, summarizing their personality, fears, challenges, and their main goals. While you’ll have all these details listed elsewhere on the buyer persona, putting it in story form can also help to humanize your buyer and make this information more meaningful and memorable.

Personality

The personality section is usually based on one of the popular personality tests, like Myer Briggs, DISC, or Enneagram. This can be helpful to understand tendencies like introversion vs extraversion, decision making styles, and how much information your buyer is likely to need when choosing or using your product.

Motivations and goals

Under motivations, list the things that help move your buyers onto the next step in the buying process. You might include things like fears and goals, but also external triggers like ideas and anything that might help them trust your brand or product.

Your buyers’ goals or objectives might include their bigger vision for their career or life, but also the smaller goals that they want to accomplish by interacting with your brand or buying your product.

Challenges

Challenges should summarize any problems your buyer is experiencing that relate to your product - or the reason they might buy your product. You could also touch on fears and pain points, or create a separate section for these.

Tools and technology

Tools and technology are especially useful if your buyer needs specific skills or integrations to effectively use your product. Or it might just reveal how they prefer to communicate - whether via social media, email, or phone.

You can, of course, add other sections to your buyer persona. It all depends on how much information you need to get a clear understanding of your customer, target them, and have meaningful conversations with them. At the same time, keeping your persona short (a single page is ideal) and straight to the point will make it easier for your team to use.

How many buyer personas should you create?

Most organizations will need around 3-4 personas to cover most of their audience groups. But the right number of buyer personas will depend on how diverse your audience is.

The main point here is that your buyer personas shouldn’t cover every possible buyer - only your ideal prospects. Consider the 80/20 rule - it’s likely that 20% of your customers are responsible for 80% of your sales, so don’t be afraid to prioritize the 20%. Including personas that aren’t ideal customers will take the focus away from those that are.

Tip: If you’re struggling to categorize your audience into groups and narrow down your buyer personas, try a card sorting exercise. Create mini profiles for all your audience types on separate cards and then eliminate the audiences that aren’t profitable or ideal customers. Then group the remaining profiles together based on similar demographics, challenges, and goals. When you can’t easily combine any more cards to make groups, stop the exercise. These are your buyer personas.

Start using your buyer personas

Buyer personas are incredibly versatile - any part of your business that interacts with customers or impacts them can benefit from using buyer personas. So, don’t leave them sitting in a folder somewhere… start incorporating them into your teams’ processes right away.

Now that you know just about everything there is to know about buyer personas… now’s the time to create yours and (most importantly) incorporate them into your processes so that you can reach more of your best customers and build a better product for them.

Get a headstart with Easy Agile Personas for Jira

If you use Jira, you can add your buyer personas inside the platform by following this step-by-step guide. Sign up with Easy Agile Personas for Jira and link your personas to issues in your backlog and story map.

In the meantime, we’ve got more articles you might want to check out, like:

And tag us on Twitter @EasyAgile if you’d like to share how your teams create buyer personas and build them into your processes!

This guide looks at the four ceremonies that bring one of Agile’s most popular frameworks, Scrum, to life.

Learn how each agile ritual helps empower teams and drive performance while highlighting some tips to help your organization get the most from your ceremonies.

At a glance:

• The four agile ceremonies are Sprint Planning, Daily Stand-Up, Sprint Review and Sprint Retrospective
• Ceremonies in agile facilitate visibility, transparency, and collaboration.
• Each ceremony has a clear structure and objective.
• Clear communication, flexibility, and cultural alignment are the keys to successful ceremonies.

What are the main agile ceremonies?

Agile ceremonies refer to the four events that occur during a Scrum sprint. Other forms of agile development, such as Kanban and Lean, also have similar practices.

The agile ceremonies list includes:

1. Sprint Planning
2. Daily Stand-Up
3. Sprint Review
4. Sprint Retrospective

While each ceremony is different, they facilitate the same overall purpose. The ceremonies bring teams together with a common goal under a regular rhythm, and they help teams get things done.

"With today's enterprises under increased pressure to respond quickly to the needs of their customers and stakeholders, they must bring new products to market faster and accelerate improvements to existing solutions and services." - State of Agile Report

Why are agile ceremonies important?

Agile ceremonies help organizations adapt to change and succeed. With work planned in smaller portions and over shorter timeframes, they help teams quickly shift direction and course-correct when needed. They form a key part of the broader agile approach that’s now widely adopted in organizations worldwide.

With agile ceremonies, teams in your organization can benefit from:

• Enhanced ability to manage changing priorities
• Acceleration of software development
• Increase in team productivity
• Improved business and IT alignment

It’s important to remember that while ceremonies are an essential part of Scrum, they’re just one of many rituals that help create agile teams and workplaces. To realize the true benefits of agile, you’ll need to do more than include one or more of the ceremonies into your waterfall project.

1. Sprint Planning

The Sprint Planning ceremony sets teams up for success by ensuring everyone understands the sprint goals and how to achieve them.

• Structure - The Product Owner brings the product backlog to discuss with the Development Team. The Scrum Master facilitates. Together, the Scrum Team does effort or story point estimations. The product backlog must contain all the details necessary for estimation. The Product Owner should be able to clarify any doubts regarding the product backlog.

• Attendees - The entire Scrum Team (the Development Team, Scrum Master, and Product Owner).‍

• Timing - At the beginning of each sprint.‍

• Duration - One to two hours per week of iteration. So, if you're planning a two-week sprint, your Sprint Planning should last two to four hours. ‍

• Agile Framework - Scrum. Although Kanban teams also plan, they do it less formally and per milestone, not iteration.

Outcomes

After some team negotiation and discussion, you should have a clear decision on the work that the Development Team can complete during the sprint by the end of Sprint Planning. This is known as the sprint goal.

The sprint goal is an increment of complete work, and everyone should feel confident about the commitment.

The product backlog defines priorities that affect the order of work. Then, the Scrum Master transforms that decision into the sprint backlog.

Top tips

• Focus on collaboration rather than competition.
• Break user stories into tasks to get things more operational for the Development Team. If there's time, assign those tasks during the event.
• Factor in public holidays and any team member’s time off or vacations.
• Keep your team’s pace in mind – a track record of the time it took to implement similar user stories would be helpful.
• Focus on the product backlog and nothing else in terms of work for the sprint.

2. Daily Stand-Up

The daily stand-up brings the team together and sets everyone up for the day. The team uses this time to identify blockers and share plans for the day.

• Structure - This is an informal, standing meeting. All members of the Development Team inform everyone about what they did the day before and what they’re doing today. Members discuss any blockages they have and ask for help from the team if required. Due to time restrictions, the updates should be brief.

• Attendees - Development Team, Scrum Master, Product Owner (optional).

• Timing - Daily, usually in the morning.

• Duration - Short and sharp. No longer than 15 minutes.

• Agile framework - Scrum and Kanban.

Outcomes

The Scrum Master should clear all the blockages that slow down or prevent the Development Team from delivering. As a result, the development process might need to change.

This daily pulse check keeps the team in sync and helps build trust. Together, the group finds ways to support and help each other.

Top tips

• Use a timer to keep this meeting to 15 minutes.
• Hold your stand-up at the same time every day.
• Only discuss the work for the day ahead.
• If the team is distributed, use video conferencing with cameras on.
• Long discussions should happen after the event.
• As the stand-up encourages progress, everyone should provide an update, and everyone should feel accountable.

3. Sprint Review

The Sprint Review is the time to showcase the team’s completed work and gather feedback from stakeholders. A variety of attendees from outside the team offer valuable insights from different viewpoints. This event also helps build trust with both external and internal stakeholders.

• Structure - The Scrum Master takes on the logistics of event preparation. The Product Owner should ask stakeholders questions to gather as much feedback as possible. They should also answer any of their stakeholder’s questions.

• Attendees - Development Team, Scrum Master, Product Owner. Optionally, management, customers, developers, and other stakeholders.

• Timing - At the end of the sprint.

• Duration - In a one-week sprint, the Sprint Review lasts one hour.

• Agile framework - Scrum and Kanban. Kanban teams do these reviews after the team milestones, not sprints.

Outcomes

After this ceremony, the Product Owner might need to adjust or add to the product backlog. They might also release product functionality if it's already complete.

Top tips

• Schedule in time to rehearse before the meeting to help your team present with confidence, especially if external stakeholders are coming along.
• Don’t showcase incomplete work. Review your Sprint Planning and the original criteria if you’re not sure whether the work is complete.
• Besides product functionality, focus on user experience, customer value, and the delivered business value.
• Consider ways you can introduce a celebratory feel to acknowledge the team’s effort.

4. Sprint Retrospective

In this final scrum ceremony in the sequence, you look back on the work you’ve just done and identify ways to do things better next time. The Sprint Retrospective is a tool for risk mitigation in future sprints.

• Structure - The teams discuss what went well throughout the sprint and what went wrong. The Scrum Master should encourage the Development Team to speak up and share not only facts but also their feelings. The goal is to gather rapid feedback for continuous improvement in terms of process. It’s also an opportunity to emphasize good practices that the team adopted and should repeat.

• Attendees - Development Team, Scrum Master, Product Owner (optional).

• Timing - At the end of the sprint.

• Duration - 45 minutes per sprint week.

• Agile framework - Scrum and Kanban (occasionally).

Outcomes

After this session, the team should clearly understand the problems and the wins that happened throughout the iteration. Together, the group comes up with solutions and an action plan to prevent and identify process problems in the next sprint.

Top tips

• Focus on both facts and feelings
• Gather information that helps you focus on continuous improvement – this might include tools and relationships
• Be honest and encourage ideas that solve process-related problems
• Even if everything went well, have this meeting – retrospectives provide ongoing guidance for the next sprint.

"With the speed of change expected to continue, the need has never been greater for an operating model that keep up." - McKinsey

Agile lessons to live by

As a team of experienced agile practitioners, we’ve picked up some key learnings about what it takes to get the most out of your agile ceremonies and create the foundations of a truly agile organization.

Here are our top tips to make your ceremonies a success:

• Be deliberately present - During the ceremonies, remember to take moments to pause and remind yourself of why you’re there. Show others that you’re present by giving them full attention and using your body language. In a remote setting, angle your camera as though you’re sitting across from them, look into the lens regularly, and use a distraction-free background.
• Practice active listening - Think about what the person is saying, who they are, and what they need from you. Are they looking for a soundboard, do they need your help or opinion, or are they looking for an emotional connection?
• Understand motives - Understand the motivations of your teammates before speaking. Consider why they should care about what you’re saying by connecting your message with their own motivations. Provide context where possible to let them know why your message matters.
• Be flexible - It's important to remember that there is not a one size fits all approach to agile ways of working. What works for one team may not work for another, so you need to experiment to find out what works then tailor processes to suit your team's needs.
• Create cultural alignment - The best processes in the world won’t deliver what you need if you don’t have the culture to support their delivery. Agile ceremonies need to be supported by a culture where people are actively engaged, confident to raise issues, and value continuous improvement.

Agile ceremonies lead to better results

While it can take time for teams new to agile to adjust to agile ceremonies, they are worth the effort. By providing a clear structure and achievable outcomes, they help align everyone on the product, communication, and priorities.

The result? Agile teams that provide better quality products faster – and deliver real business outcomes.

Wherever your organization is on your agile journey, it’s worth keeping in mind that each team and each suite of products are different, so there’s no standard recipe for success. The good news is that by working within the continuous improvement mindset the agile framework promotes; you too can iterate and improve your agile ceremonies over time.

Ready to get started?

Easy Agile TeamRhythm supports your team's agile practices in Jira. Supporting your team from planning right through to retrospective, TeamRhythm helps you and your team work better together to deliver value to your customers.

Features include:

• Agile sprint and version planning tool - Planning is quick and easy when you create and estimate issues on the story map. View your work under initiatives and epics, and see swimlane stats at a glance, ensuring team capacity is filled but not overcommitted
• Agile story mapping - Map the customer journey using initiatives, epics, and stories alongside your agile Jira boards. Quickly and easily add new or existing stories inside the story map. Drag and drop to prioritize by value to the customer.
• Product backlog refinement - Escape your flat backlog and view your work on the story map matrix. Drag and drop issues to prioritize or schedule. Quickly update story summaries and story point estimates with inline editing for a better backlog.
• Team retrospectives - Celebrate success, gain insights, and share learnings with team retrospective boards for scrum and kanban, encouraging collaboration and transparency, so you and your team are continuously improving.

If you want to better understand the characteristics of SAFe agile teams, and what leads to the successes and failures. Register now for our upcoming webinar.

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Large organizations use SAFe Agile to improve their operations. When you use this framework, you scale Agile to create a Lean enterprise.

This approach helps meet the challenge of delivering constant value. It also helps to support continuous improvement.

Another benefit of using SAFe® is that you get to plan and apply a predictable workflow schedule. When leaders link strategy with implementation, they increase their performance and productivity.

SAFe stands for scaled agile framework enterprise. You can use this framework to apply agile methodologies, such as Scrum or Kanban, to larger teams. SAFe training and certification courses help leaders plan and implement the philosophy.

In this article, you’ll learn about the benefits SAFe can offer your enterprise and how effective organizers lead and implement SAFe. You’ll also hear about training courses that can help.

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Major benefits of implementing SAFe

SAFe values alignment, transparency, quality, and execution. It inspires enterprises to adopt lean-agile thinking across multiple departments or teams. Lean methodology means higher productivity, reduced costs, and improved work quality. By identifying value streams and streamlining work processes as you implement SAFe, you can start to create a Lean enterprise.

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By implementing SAFe, you gain the tools to support lean thinking. You create Scrum teams who understand what the user wants, how to deliver those changes with minimal time waste, and create efficient processes. SAFe will also clarify roles and processes so teams can quickly react to problems.

Many large companies have applied SAFe and report major benefits. One of these benefits is increasing employee satisfaction and productivity by as much as 50%. Then, there’s up to a 75% increase in product quality and time to market.

SAFe methodology teaches you to apply a systems approach to pain points, workflow management, and value streams. A healthy amount of cross-team collaboration can begin. The end goal is enhanced value flow.

The transition to using SAFe can take time and trial and error. Being brave enough to engage on a meaningful level and produce better quality outcomes is part of this new norm.

Beginning to use SAFe: The big picture

Using SAFe in your organization can be a major transition. You’ll need to consider how effective leadership and implementation will help make this transition.

1. Leading SAFe

Leading SAFe means building cross-functional teams and developing workflows that help your team get the most value out of planning. That way, software development teams can quickly respond to customer’s needs.

A solid SAFe leader improves productivity, product quality, and time-to-market.

Other identifiers of quality SAFe leadership include better team member engagement, which helps work better and feel part of a supported and supportive team. The value that individuals bring to the organization then increases.

Leading SAFe course

The Leading SAFe® training course is foundational. You’ll mainly learn about SAFe principles and their practices.With SAFe certification, you learn how to apply and scale the scaled agile framework for Lean and agile development. You’ll also learn how to plan and implement Program Increments (PI).

Once you have this information, you can guide transformation across your organization.

2. Implementing SAFe

To properly implement SAFe, you need to know how to coach agile teams through the SAFe framework and Lean-Agile mindset.

Before you can do this, you need to know how to identify and maximize value streams in work processes. In doing so, you’ll increase team collaboration. By increasing collaboration, you’re better positioned to produce value for product owners.

As you implement SAFe, you’ll constantly develop solutions to organizational problems and understand each person’s role in this framework.

Essentially, you start and sustain long-term change that increases value and profits. You then coach others on how to capture the value and apply SAFe principles in practice to achieve long-lasting change.

Implementing SAFe course

Implementing SAFe® is another foundational course. This training course offers an in-depth look at the SAFe Agile framework. It also teaches you how to apply your learning.

In this course, you’ll learn how to design a SAFe implementation plan, plan for enterprise transformation, introduce and launch Agile Release Trains (ARTs), and encourage the organization to be a lean enterprise. You’ll become a large-scale agile coach who teaches others to see and apply large solutions.

Implementing SAFe is ideal for anyone who wants to know how to lead transformation. It focuses on leading SAFe with remote teams. You get to find out how to create Agile Release Trains (ARTs) and show others how to design ARTs.

More SAFe roles and processes

As you learn how to incorporate SAFe, you’ll need to focus on empowering key team members and focusing on some crucial areas. SAFe training is available for some of these roles and processes.

• The SAFe Advanced Scrum Master coaches Scrum teams as they adopt the agile mindset.
• Lean Portfolio Management helps with cross-team collaboration as you adapt to customer needs.
• The SAFe Release Train Engineer is key for Agile Release Trains. This person works on PI Planning, among other events. This, along with the product manager, is a core position for leading SAFe to get the most out of value streams
• A Certified SAFe Program Consultant (SPC) leads change across the enterprise at all levels by coaching and training team members as they adopt the lean-agile mindset. The SPC also organizes and mentors employees to encourage ongoing engagement.
• You’ll need to empower teams to learn how to be a skilled member of an Agile Release Train.

Are you a Release Train Engineer or Program Manager struggling to effectively manage an agile release train or program?

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More Agilist certification courses include training as a release train engineer and a SAFe Scrum Master. You can also take these two-day to four-day certified SAFe training courses to improve your competencies.

For advice on which certified SAFe courses are best for you, go through these FAQs to boost ongoing improvements in your organization.

SAFe training for better enterprise agility

Adopt SAFe to create a Lean enterprise with large-scale change. It encourages cross-team collaboration, systems thinking, and a lean mindset.

While SAFe can take time to implement, there are resources to help, including SAFe training courses. Choose to focus on team members and processes that can most benefit from extra guidance.

You can also follow the Easy Agile blog, podcast, and learning hub for extensive guidance on agile principles, roles, and tools.

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