When you create an enterprise persona, you’re in effect turning a part of your customer base or target audience into a “person.” Thinking of your audience in this personified way helps you create content that connects with them and that they find useful.
Creating an enterprise persona involves digging in to your target audience and examining their goals, their values, and their motivations. Once you’ve created an enterprise persona, you understand where she shops, what she cares about, and what obstacles stand in the way of her making purchases.