---
tags: Week 2, H3, M5
---
# How to build your IBP
Once you have defined your ICP, it's time to develop your Ideal Buyer Personas or IBPs!

When making a sale, you will likely chat to many different people within the organisation you're targeting. The larger the company, the more personas you will have to go through.

Each of these people will have very different pain points, interests, and motivations. It's therefore very important you know exactly who you're talking to at each stage of the journey and how to adapt your sales strategy and tactics accordingly.

You will likely encounter three main types of buyer persona's within a company:

- **End-user:** The person who will be using your product
- **Budget holder:** The person who can approve the purchase
- **Decision maker:** The person who makes the decision to buy

Unfortunately, in the B2B environment, there is rarely one person who embodies all three roles. The larger the company, the more personas and specific roles there will be.

Let's have a look at how to develop persona's and align them with the buyer's journey! 👇

{%youtube iu8flBD4hsQ %}

<style>

body > .ui-infobar, body > .ui-toc, body > .ui-affix-toc, body > .ui-community, body > .document-footer {
display: none !important;
}
</style>