Targeting Buyer Personas —Dana

There are exceptions, but I would say to you that the following two groups represent the major print buyer personas: experienced buyers and novices.

Experienced corporate print buyers have chosen print buying as a career. They have moved up through the ranks year after year, building skills by working directly with printers. I consider the "elite" buyers to have at least 10 years' experience. They are, for the most part, every bit as passionate about printing as printers are. They love the teamwork, enjoy the lifelong learning that print buying requires, and are the most likely group to attend industry and print buyer events. They identify with the printing industry as much as if not more than their own industry.