Buyer Personas IFS HPC Germany

Definition and advantage of a Buyer Persona

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Buyer personas provide tremendous structure and insight for your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business. Germany works with to buyer personas for IFS HPC and could attract 80 participants to a special event for the cosmetic and household product industry.

How to develop a buyer persona

In order to develop first personas we decided to concentrate on the most important new services which we want to promote. We started with IFS HPC whis is a top selling service here in Germany. After this focus decision the first thing was to do a thorough audience research. Thanks to the excellent formsheets and workbook from Corporate Center MArketing Mrs. Aline Bredel, we were able to start the research within our department.

We learned from our existing clients and gathered all information we could via Social Media (LinkedIn and XING) and through interviews we conducted with auditors, clients and consultants. After the gathering of information Mrs. Bredel and me identified the customers pain points which means the problems they hassle with and they are trying to solve. As the flip side of paint points we also identified our customers goals and where they get their solutions and informations. This proved to be very helpful, as we learned about the channels they like to use in Germany.

Next steps and benefits

After completing two buyer persona profiles for IFS HPC, one for packaging companies and one for cosmetic producing companies together with the Corporate Center, we could do the next buyer persona on IFS Food by our own. In my experience from marketing it was very helpful to do the process although it seemed somewhat extensive in the beginning. The personas are really helpful for all decisions on content, events, marketing channels and we even could use them for innovations workshops when working with e.g. a value proposition canvas. In the end it gives you hands-on facts about what content should be placed where to attract new leads.

I am very interested in exchanging information on buyer personas and I can highly recommend doing the process. Please feel free to contact me about the topic and more information on the personas in detail.

Operative Marketing Food Germany

Iris Maaß is the Marketing Manager for Food Germany and supporting the marketing activities on an international level. She has a strong background in sales, product management and business development and is a graduated economist. Since October 2018 she is working within OBS Food and is available to your questions if you are interested in applying new marketing methods or activities within your country.

If you are interested in the IFS HPC and Food Personas, which are available in English too, you can reach me under