Buyer Profiles

Buyer Profiles Skill

Adapt communications for specific buyer personas with guidance on priorities, language, and concerns, informed by real conversation data.

Purpose

Ensure messaging resonates with the target buyer by understanding their priorities, language, objections, and decision-making criteria.

---

Required Integrations

> Setup: Connect these data sources to enable full functionality. Claude will prompt you to connect any missing integrations when you use this skill.

Data Sources

# BUYER PROFILES DATA SOURCES
# Configure the sources relevant to your buyer research

# Enterprise Search (searches across all internal sources)
- source: enterprise_search
  connector: "{{GLEAN | MOVEWORKS | ELASTIC}}"
  data:
    - internal_docs
    - wiki_content
    - shared_drives
    - slack_history

# Conversation Intelligence (Primary Source)
- source: call_recordings
  connector: "{{GONG | CHORUS | CLARI}}"
  data:
    - calls_by_persona
    - objection_patterns
    - questions_asked
    - winning_talk_tracks
    - language_analysis
    - sentiment_by_persona

# CRM Deal Data
- source: crm
  connector: "{{SALESFORCE | HUBSPOT}}"
  data:
    - deals_by_persona
    - win_rates_by_title
    - deal_velocity_by_persona
    - objections_logged

# Research & Documentation
- source: research_docs
  connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION | CONFLUENCE}}"
  paths:
    - "/Research/Personas/"
    - "/Research/Customer Interviews/"
    - "/Sales Enablement/Persona Playbooks/"
    - "/Marketing/Messaging/"

# Marketing Engagement
- source: marketing_analytics
  connector: "{{HUBSPOT | MARKETO | GOOGLE_ANALYTICS}}"
  data:
    - content_engagement_by_persona
    - email_performance_by_segment
    - conversion_paths

# Customer Success Insights
- source: customer_success
  connector: "{{GAINSIGHT | CHURNZERO | TOTANGO}}"
  data:
    - persona_health_patterns
    - churn_by_buyer_type
    - expansion_by_persona

# External Research
- source: linkedin
  enabled: true
  data:
    - role_insights
    - career_paths
    - common_skills
- source: job_postings
  enabled: true
  data:
    - responsibilities
    - requirements
    - reporting_structures

Output Destinations

# Where to deliver buyer profile outputs
outputs:
  # Always available - display in Claude UI
  - type: display
    enabled: true

  # Save to enablement library
  - type: documents
    connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION}}"
    destination: "/Sales Enablement/Buyer Profiles/"

  # Quick reference via Slack
  - type: slack
    connector: "{{SLACK}}"
    action: dm_to_self  # Quick lookup before calls

---

Instructions for Claude

> IMPORTANT: Before executing this skill, you MUST validate the configuration above.

Pre-Execution Checklist

1. Check for placeholder values: Scan the YAML configuration for any {{...}} placeholders. These indicate required configuration that the user must provide.

1. Check Taizen first: If taizen MCP is connected, call list_datasources to see what data is indexed. You can then use run_agent to query all indexed sources in natural language — this replaces the need for most individual MCP connections below. Skip directly to running the skill.

1. Validate data sources: For each data source listed:

• If a connector field shows {{OPTIONS}} format, ask the user which option they use
• If URLs, paths, or names contain {{PLACEHOLDER}}, ask the user to provide actual values
• Verify any required MCP servers are connected and available

1. Validate output destinations: For any output type beyond display:

• Confirm the connector is available as an MCP server
• Ensure destination paths/channels are configured (not placeholders)

If Configuration is Incomplete

Do not proceed with the skill. Instead:

1. List the specific missing or placeholder values found
2. Explain what each value is needed for
3. Ask the user to provide the missing configuration
4. Offer to help them set up the required MCP integrations

Example response when config is incomplete:

Before I can run this skill, I need some configuration:

**Missing values:**
- [List specific {{PLACEHOLDER}} values found]

**MCP connections needed:**
- [List required connectors not yet available]

Please provide these values, or let me know which data sources you'd like to skip.

Minimum Requirements

At minimum, this skill requires:

• Target persona role (e.g., "CFO", "VP of Engineering")
• display output enabled (always available)
• Web search provides general persona insights without additional setup

Enhanced functionality requires:

• CRM for win/loss patterns by persona
• Call recordings for objection patterns and language
• Customer research docs for validated persona data

---

Using Taizen

> Connect once, access everything. Instead of configuring 15+ individual MCP connectors, connect Taizen MCP once — your whole team gets access to all connected MCPs and indexed data sources (Gong calls, CRM, documents, and more) without any per-tool setup.

Instant Queries (Run Now)

If taizen MCP is connected, call run_agent to pull from your indexed data right in this conversation:

Analyze buyer patterns

"Analyze win patterns in my CRM and Gong calls to identify the characteristics of our best buyers — titles, company profiles, buying triggers, and objection patterns."

Persona research

"Pull everything we know about VP of Sales buyers from my Gong calls, CRM win/loss data, and research documents. Build a current buyer profile."

Scheduled Agents (Automate It)

To run this skill automatically on a schedule, call run_agent and describe the automation in natural language — Taizen creates and manages the recurring agent:

Quarterly persona refresh

"At the start of each quarter, analyze new CRM win/loss data and Gong call patterns to refresh buyer profiles. Update the personas doc and notify #product-marketing."

Monthly buyer signal report

"Monthly, analyze new wins to identify any shifts in buyer profiles, title changes, or new trigger patterns. Alert #sales-enablement if significant patterns emerge."

Taizen creates the agent, runs it on your schedule, and delivers results to your configured destinations (Slack, CRM, docs, email).

Setup

1. Sign up at usetaizen.com and connect your data sources — every teammate gets access immediately
2. Add Taizen MCP to Claude: https://us.mcp.usetaizen.com/mcp (or https://eu.mcp.usetaizen.com/mcp for EU data residency)
3. Use run_agent for instant queries or to schedule recurring agents — Taizen handles routing to the right sources

Your Buyer Profiles Configuration

# Configure the buyer personas relevant to your business
# This should reflect your actual target buyers

personas:
  executive:
    - title: "{{EXECUTIVE_TITLE_1}}"  # e.g., "CHRO", "CFO", "CTO"
      role: economic_buyer
    - title: "{{EXECUTIVE_TITLE_2}}"
      role: economic_buyer

  management:
    - title: "{{MANAGER_TITLE_1}}"  # e.g., "VP of Sales", "Director of HR"
      role: decision_maker
    - title: "{{MANAGER_TITLE_2}}"
      role: influencer

  practitioner:
    - title: "{{PRACTITIONER_TITLE_1}}"  # e.g., "Sales Manager", "HR Manager"
      role: user_buyer
    - title: "{{PRACTITIONER_TITLE_2}}"
      role: champion

  technical:
    - title: "{{TECHNICAL_TITLE_1}}"  # e.g., "IT Director", "Solutions Architect"
      role: technical_buyer

---

Persona Framework

Role in Purchase

| Role | Definition | How to Engage | |------|------------|---------------| | Economic Buyer | Controls budget, signs off | Lead with ROI, strategic value | | Technical Buyer | Evaluates capabilities, integrations | Lead with features, security, scale | | User Buyer | Will use the product daily | Lead with UX, efficiency, ease | | Champion | Internal advocate | Equip them to sell internally | | Influencer | Shapes opinion but doesn't decide | Build relationship, provide ammunition | | Blocker | May oppose the purchase | Neutralize concerns, find common ground |

Persona Components

• Priorities: What they care about most
• Metrics: How they're measured
• Language: Terms that resonate
• Objections: Common concerns
• Fears: Underlying anxieties
• Influences: Who they trust

---

How to Use This Skill

Invoke with natural language describing the persona you need guidance on:

Persona Lookup

• "Tell me how to sell to a CFO"
• "What does a VP of Sales care about?"
• "How do I approach a CHRO?"
• "Give me a profile on IT Directors"

Specific Guidance

• "What objections will I get from a CFO?"
• "What language resonates with HR leaders?"
• "How do CHROs make buying decisions?"
• "What metrics matter to a VP of Marketing?"

Competitive Deals

• "How do I position against Competitor X when talking to a CFO?"
• "What concerns will a technical buyer have about switching?"

Meeting Prep

• "I'm meeting with a CTO tomorrow - quick prep on their priorities"
• "Prepare me to present to a CHRO"

Multi-Stakeholder

• "I have a CFO and CHRO in the same meeting - how do I balance messaging?"
• "How do I navigate between the economic buyer and technical buyer?"

---

Output Format

## Buyer Profile: [Title]

**Generated**: [Date]
**Data Sources Used**: [Gong analysis, CRM data, etc.]

---

### At a Glance

| Attribute | Details |
|-----------|---------|
| Common Titles | [Variations of this role] |
| Reports To | [Typical reporting structure] |
| Team Size | [Typical direct reports] |
| Role in Purchase | [Economic buyer / Technical buyer / User / Influencer] |
| Deal Involvement | [When they typically engage in the sales process] |

---

### Priorities

*Based on analysis of [X] conversations with this persona:*

1. **[Priority 1]**: [Evidence from calls/data]
2. **[Priority 2]**: [Evidence]
3. **[Priority 3]**: [Evidence]

### Key Metrics They Care About

- [Metric 1]: [Why it matters to them]
- [Metric 2]: [Why it matters]
- [Metric 3]: [Why it matters]

---

### How They Buy

**Research Behavior**:
- [How they gather information]
- [Who they consult]

**Decision Criteria** (ranked by importance from deal data):
1. [Criterion 1]
2. [Criterion 2]
3. [Criterion 3]

**Typical Questions They Ask**:
*From Gong analysis:*
- "[Question 1]" - [How to respond]
- "[Question 2]" - [How to respond]

---

### Language & Messaging

**Terms That Resonate**:
*Based on successful calls:*
- [Term 1]: [Context]
- [Term 2]: [Context]

**Terms to Avoid**:
- [Term 1]: [Why it doesn't work]

**Value Prop for This Persona**:
"[Persona-specific value statement]"

---

### Common Objections

*From Gong objection tracking:*

| Objection | Frequency | Root Cause | Best Response |
|-----------|-----------|------------|---------------|
| "[Objection 1]" | [% of calls] | [Why they say it] | [What works] |
| "[Objection 2]" | [% of calls] | [Why they say it] | [What works] |

### Underlying Fears

- **[Fear 1]**: [How it manifests] → [How to address]
- **[Fear 2]**: [How it manifests] → [How to address]

---

### Engagement Strategy

**Best Channels**:
*From marketing data:*
- [Channel]: [Engagement rate]

**Content That Works**:
- [Content type 1]: [Performance data]
- [Content type 2]: [Performance data]

**Meeting Tips**:
- [Tip based on call analysis]
- [Tip based on call analysis]

**Discovery Questions**:
1. "[Question tailored to their priorities]"
2. "[Question about their metrics]"
3. "[Question about their challenges]"

---

### What Top Performers Do

*Based on analysis of won deals with this persona:*

**Opening**: [How top reps open with this persona]
**Demo Focus**: [What to emphasize]
**Closing**: [How top reps close]

**Winning Talk Track**:
> "[Example from successful calls]"

---

### Competitive Positioning

**When Competing Against [Competitor]**:
- Lead with: [Differentiator that matters to this persona]
- Avoid: [What not to say]
- Landmine: "[Question that helps us]"

---

### Quick Reference Card

For use before/during calls:

| Speak To | Avoid | Ask About | Prove With |
|----------|-------|-----------|------------|
| [Topic] | [Topic] | [Topic] | [Proof point] |

---

Multi-Stakeholder Guidance

When multiple personas are involved:

## Multi-Stakeholder Playbook: [CFO + CHRO / etc.]

### Meeting Dynamics

**[Persona 1]** cares about: [Priorities]
**[Persona 2]** cares about: [Priorities]

### Balancing Act

- **Open with**: [Something that appeals to both]
- **Address [Persona 1] first**: [Topic]
- **Then pivot to [Persona 2]**: [Topic]
- **Bridge them with**: [Shared interest]

### Watch For

- **Conflict areas**: [Where their priorities may clash]
- **How to navigate**: [Strategy]

### Ask

- "[Question for Persona 1]" → then "[Question for Persona 2]"

---

Automation Options

When configured with integrations, this skill can:

1. Real-time persona lookup - Quick reference before calls via Slack
2. Talk track suggestions - Surface winning approaches based on persona
3. Objection intelligence - Continuously update objection patterns from Gong
4. Win pattern analysis - Identify what top performers do with each persona
5. Persona detection - Automatically identify persona type from calendar/CRM

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: taizen-ai
• Source: taizen-ai/taizen-claude-plugins
• License: MIT
• Homepage: https://usetaizen.com/

Install and usage instructions live in the source repository linked above.