Build and refine ideal customer profiles (ICPs) and buyer personas with pain points, motivations, and messaging guidance. Use this skill whenever someone needs to define their target buyer, create buyer personas, refine their ICP, understand a specific buyer type, says "who should we be selling to", "build a buyer persona for [role]", "define our ICP", "what does a [title] care about", or when developing messaging for a specific audience. Also trigger when someone mentions ideal customer profile, buyer journey, persona development, customer segmentation, or target market definition.
Builds buyer personas and ideal customer profiles using CRM data, sales intelligence, and real customer insights.
/plugin marketplace add https://www.claudepluginhub.com/api/plugins/jbalbu01-sales-enablement-2/marketplace.json/plugin install jbalbu01-sales-enablement-2@cpd-jbalbu01-sales-enablement-2This skill inherits all available tools. When active, it can use any tool Claude has access to.
Build detailed, actionable buyer personas that help reps understand who they're selling to and what those people actually care about. Good personas aren't demographic profiles — they're empathy tools that help your team see the world through your buyer's eyes.
┌─────────────────────────────────────────────────────────────────┐
│ BUYER PERSONA │
├─────────────────────────────────────────────────────────────────┤
│ MODES │
│ 1. Build Persona — Create a detailed buyer persona from scratch │
│ 2. ICP Definition — Define ideal company + buyer characteristics│
│ 3. Buying Committee — Map all stakeholders in a typical deal │
│ 4. Persona Messaging — Create tailored messaging per persona │
│ 5. Journey Mapping — Map the buyer's journey and touchpoints │
├─────────────────────────────────────────────────────────────────┤
│ ALWAYS (works standalone) │
│ • Web research on the role, industry, and common challenges │
│ • Your input on what you've observed from real customers │
│ • Industry benchmarks and trends │
├─────────────────────────────────────────────────────────────────┤
│ SUPERCHARGED (when you connect your tools) │
│ + ~~CRM: Real deal data — who buys, company profiles, patterns │
│ + ~~data enrichment (ZoomInfo): Firmographic, technographic data│
│ + ~~data enrichment (ZoomInfo): Contact search by title/dept │
│ + ~~data enrichment (Clay): Person & company enrichment │
│ + ~~data enrichment (LinkedIn): Lead profiles, seniority data │
│ + ~~chat: Team observations about this buyer type │
└─────────────────────────────────────────────────────────────────┘
CRITICAL: Before asking the user to describe their buyer, check what MCP tools are available and ground the persona in real data. Personas built from data beat personas built from assumptions.
Check if you have access to CRM tools (look for tools containing search_crm_objects, get_crm_objects, or similar).
If CRM tools ARE available:
Pull won deals to profile real buyers. Search deals with dealstage = Closed Won stages, last 180 days.
dealname, amount, dealstage, closedate, pipeline, hubspot_owner_id, dealtype, createdatecontacts for these deals — their titles, roles, and seniority ARE your persona datacompanies — industry, size, revenue = your ICP dataAnalyze contact titles. From won deal contacts:
jobtitle to find the most common buyer titlesBuild ICP from company data. From won deal companies:
industry, numberofemployees ranges, annualrevenue rangesCheck if you have access to sales intelligence tools (look for tools prefixed with zoominfo_, clay_, linkedin_).
ZoomInfo (if available):
zoominfo_search_contact with the target persona title, filtered by relevant industries.
zoominfo_search_company to validate ICP criteria.
Clay (if available):
clay_enrich_person on 2-3 real contacts from won deals.
LinkedIn (if available):
linkedin_search_leads with the target persona title.
linkedin_get_profile on 1-2 real contacts from won deals.
Check if you have access to Gong tools (look for tools prefixed with gong_).
If Gong tools ARE available:
gong_search_calls to find calls where contacts with this title participated.gong_get_call_details on 3-5 calls:
If chat tools are available (slack_search_public, slack_search_public_and_private):
"I analyzed [N] won deals from your CRM and found the most common buyer title is [Title] (appeared in [X]% of wins). Your best customers are [Industry] companies with [N]-[N] employees. I enriched [N] real contact profiles via ZoomInfo/Clay and found [N] Gong calls with this persona type. Building the persona from this data..."
After the auto-pull, ask ONLY for what the data doesn't tell you:
When tools ARE connected, skip questions about company size, industry, and buyer titles — you already have that from CRM data.
Combine ALL evidence: CRM deal patterns, enrichment profiles, Gong call insights, Slack observations, web research, and user input. Cite sources: "Per CRM (N=47 won deals):", "Per ZoomInfo:", "Per Gong:", "User reported:"
memory/icp.md with validated ICP attributes from CRM datamemory/deal-patterns.md with persona-to-outcome correlationsmemory/content-registry.md# Buyer Persona: [Persona Name]
**Title:** [Typical titles for this persona]
**Reports to:** [Who they report to]
**Team:** [Who reports to them]
**Company Type:** [Size, industry, stage]
---
## A Day in Their Life
[2-3 paragraphs describing what this person's work life actually looks like. What do they spend their time on? What meetings dominate their calendar? What metrics keep them up at night? What does success look like for them?]
---
## Professional Profile
| Attribute | Detail |
|-----------|--------|
| **Experience** | [Typical career path] |
| **Key Responsibilities** | [Top 3-5 responsibilities] |
| **Measured On** | [KPIs and metrics they're judged by] |
| **Reports To** | [Their boss and what the boss cares about] |
| **Budget Authority** | [What they can approve, what needs escalation] |
| **Tech Savviness** | [How comfortable with technology] |
---
## Pain Points
### Top Professional Pains
1. **[Pain 1]** — [How it manifests in their daily work]
2. **[Pain 2]** — [How it affects their goals]
3. **[Pain 3]** — [Why it's hard to solve]
### Underlying Fears
- [What they're afraid will happen if problems aren't solved]
- [Career risk or political risk they worry about]
### What They've Tried
- [Previous solutions or approaches they've taken]
- [Why those didn't fully work]
---
## Motivations and Goals
### Professional Goals
1. [What they're trying to achieve in their role]
2. [What success looks like for them this year]
3. [What would earn them a promotion]
### Personal Motivations
- [What drives them beyond the job description]
- [How they want to be perceived by peers and leadership]
### Buying Triggers
- [Events or situations that make them start looking for a solution]
- [Signals that indicate they're in buying mode]
---
## How They Buy
### Information Sources
- [Where they learn about new solutions: peers, analysts, events, social]
- [Who they trust for recommendations]
### Decision-Making Style
- [Analytical vs. intuitive, consensus vs. unilateral]
- [How they evaluate vendors — formal RFP, informal eval, committee]
### Common Objections
1. "[Typical objection]" — [What they really mean]
2. "[Objection]" — [Real concern]
3. "[Objection]" — [Real concern]
### What Wins Their Trust
- [Evidence types: case studies, ROI data, peer references, demos]
- [Communication style they prefer]
- [Red flags that make them disengage]
---
## Messaging That Resonates
### Opening Hook
> "[A first line that would get their attention because it speaks to their world]"
### Value Proposition (For This Persona)
> "[Your product value framed in terms of what they care about]"
### Proof Points They Want
1. [Type of evidence they find compelling]
2. [Specific metric or outcome that matters]
3. [Social proof format they trust]
### Language to Use
- [Terms and phrases that resonate with this buyer]
- [Industry-specific language they use]
### Language to Avoid
- [Terms that feel salesy, generic, or off-putting to this buyer]
- [Jargon from the wrong domain]
---
## Discovery Questions for This Persona
1. "[Question tailored to their specific situation]"
2. "[Question about their pain points]"
3. "[Question about their decision process]"
4. "[Question about their success metrics]"
5. "[Question about their timeline and urgency]"
---
## Relationship to Other Personas
| Persona | Relationship | Their Influence |
|---------|-------------|----------------|
| [Their Boss] | Approver | [How they influence the deal] |
| [Their Peer] | Influencer | [Role in the decision] |
| [End User] | User | [How they factor in] |
---
## Sources
- [Research sources]
- [Industry reports]
- [Customer interview insights if shared]
When defining the ideal company profile:
# Ideal Customer Profile
## Company Characteristics
| Attribute | Ideal | Acceptable | Disqualify |
|-----------|-------|------------|------------|
| Size (employees) | [Range] | [Range] | [Range] |
| Revenue | [Range] | [Range] | [Range] |
| Industry | [List] | [List] | [List] |
| Growth Stage | [Stage] | [Stage] | [Stage] |
| Tech Stack | [Requirements] | [Nice to have] | [Blockers] |
## Trigger Events
[Events that indicate a company is ready to buy]
## Disqualification Criteria
[Hard no-go signals]
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