When marketers talk about buyer persona, they usually mean the ideal client to target. However, it is equally important to understand which clients are not suitable for your business. This is exactly why a negative buyer persona is created - a portrait of an undesirable audience, interaction with which does not bring value and can even harm the business.
Our team notes that attracting unsuitable clients leads to high advertising costs, overloaded sales and support departments, low conversion and high churn. At the same time, companies that actively work with a negative buyer persona and do not ignore the fact that the proposed solutions are not universal can reduce the cost of attracting a client and increase the profitability of marketing campaigns by excluding irrelevant users from the funnel.
Understanding who you should not attract is as important as knowing your target audience. In this article, we will analyze what a negative buyer persona is, why it is important, how to create it and how to use it in marketing and sales to optimize resources and increase business efficiency.
What Is a Negative Buyer Persona?
A negative buyer persona is a collective image of customers that a business does not want to attract or who do not bring the desired value. Unlike the standard buyer persona, which describes the ideal client, a negative buyer persona helps to exclude irrelevant audiences from marketing and sales strategies.
Which customers can fall into the category of a negative buyer persona?
Low lifetime value users
They make one-time purchases, rarely return, and do not bring repeat value to the business.
People with excessively high support requirements
Such customers require a lot of resources from the customer success department but do not generate sufficient profit.
Overly price-sensitive buyers
They are always looking for discounts and are not ready to pay the full price of the product, which reduces the business's marginality.
Companies or users that do not match your ICP
For example, if your product is designed for medium and large businesses, but attracts small companies that cannot afford your service or do not use it to its full extent.
Customers with incorrect expectations
These are users who initially misunderstand the product's capabilities and ultimately remain dissatisfied, creating negative reviews and increasing the percentage of returns.
Creating and using a negative buyer persona helps marketers avoid ineffective segments, reduce advertising costs, and focus on attracting truly valuable customers. In the following sections, we will discuss why this strategy is important and how to implement it correctly.
How to Create a Negative Buyer Persona
Creating a negative buyer persona requires analyzing real data and simple feedback from your marketing, sales, and customer support teams. This process helps identify audience segments that don’t add value and can negatively impact your business. Our team has prepared a simple yet precise 5-step guide that will help you remember how to create a negative buyer persona.
Step 1: Analyze Existing Customers
Start by studying your customer base. Identify users who make one-time purchases and don’t return, frequently cancel or request refunds, overwhelm your support with complaints and requests, and constantly haggle or choose only free solutions. These customers have already interacted with your business, and their behavior can help you identify the characteristics of a negative buyer persona.
Step 2: Collect data from sales and support
Teams that work directly with customers have valuable insights into inappropriate audience segments. It’s important to find out which customers are most likely to fail to complete a transaction, create too many problems and require more attention than the average user, as well as which segments are most likely to become frustrated with the product and churn. This data will help you better identify groups of users to avoid.
Step 3: Identify the key characteristics of a negative buyer persona
Organize the data you’ve collected and identify common traits of negative customers. Consider demographics such as age, location, and income level, professional characteristics such as job title, industry, and company size, and psychographics such as values, preferences, and expectations. It’s also important to consider behavioral cues such as purchasing habits, price sensitivity, and engagement levels.
Step 4: Categorize Negative Customers
Categorize your negative audience into a few groups. These might include customers with poor financial fitness who can’t afford the product, customers who require a disproportionate amount of resources to serve, low-converters who are interested in the product but never make a purchase, and customers who may negatively impact reputation by leaving bad reviews or spreading misinformation about the product.
Step 5: Validate and Update
Once you’ve created your negative buyer persona, it’s important to test how effective it is in real-world marketing campaigns. Incorporate it into your targeting process, track which audiences are delivering less value, and adjust the characteristics as needed. Using a negative buyer persona in marketing and sales helps save budget, increase conversion and minimize negative experiences for both business and customers.
Common Traits of a Negative Buyer Persona
Our team decided to analyze the audiences of hundreds of our B2B and B2C clients and identified the main features that are inherent in each group of negative buyer personas within their audiences. Below you can see the listed key characteristics of a negative buyer persona.
Low business value. Such clients do not bring significant profit and do not demonstrate loyalty to the brand. They make one-time purchases or use free versions of the product without the intention of switching to paid solutions.
High support requirements. These users require too much attention from the support team, ask endless questions, often complain and take up a disproportionate amount of the company's resources. Their support requires more costs than the average client.
Price sensitivity. Such buyers are always looking for discounts, promotions or free alternatives. They rarely make a purchase at full price, which reduces the marginality of the business. At the same time, they can often go to competitors if they find a more advantageous offer.
Inappropriate segment. Some clients simply do not match your ICP. For example, if your product is aimed at large companies, but attracts small businesses or freelancers, this leads to a mismatch of expectations and the inability to meet their needs.
Mismatch of expectations. These customers misunderstand the value of the product, expecting features or capabilities that it does not offer. They often remain dissatisfied, which leads to returns, negative reviews and a decrease in brand reputation.
Low level of engagement. Such users do not interact with the company's content, do not open email newsletters, do not read materials and are not involved in communication with the brand. Their low activity indicates weak interest and minimal likelihood of purchase.
Identifying and excluding such buyers from the target audience helps businesses optimize marketing and sales strategies, reduce costs and focus resources on attracting higher-quality customers. The main thing to remember is that although working with a negative buyer persona is important, it is even more important to maintain conversion on the main solvent audience. I segment the audience and use marketing tricks for the segment of negative buyer personas, the main thing is not to harm the main users
How to Use Negative Buyer Personas in Marketing & Sales
Each team in the organization can and will apply the knowledge and insights of the negative buyer persona in their own way. Marketing professionals use this information to fine-tune advertising campaigns and content strategies, while sales teams use it to qualify leads and shorten the deal cycle. Additionally, customer success and product teams can adapt their work to minimize interactions with unsuitable customers and direct resources to more promising segments.
Marketing Uses
Marketing teams can use the negative buyer persona to filter audiences and more accurately target advertising campaigns. This helps to avoid irrelevant clicks and reduces the cost of lead acquisition. For example, in Google Ads and Meta Ads, you can use exclusion audiences to avoid showing ads to users who have not previously converted or have shown signs of being an unsuitable customer.
Content marketing also becomes more effective when using negative buyer personas. Knowing which customers should not be acquired can help you avoid creating content that is not relevant to your target audience. For example, if a business is focused on medium and large companies, but articles and case studies attract mainly small businesses, you should review the content strategy and adapt the tone of voice and publication topics.
Email marketing and marketing automation can be configured to exclude unwanted audience segments from mailings, reducing the number of irrelevant leads and reducing the likelihood of emails ending up in spam. This also helps maintain a high level of engagement among real potential customers.
Use in Sales
The sales department can significantly reduce the time spent on working with leads if you take into account the negative buyer persona in advance. One of the key tools is the automation of lead scoring, where unsuitable segments are given low priority or excluded from work altogether. This helps managers focus on customers who really match the ICP and have high potential for purchase.
Sales scripts can also be adapted to quickly identify unsuitable customers. If at the early stages of communication the manager understands that the client corresponds to the negative buyer persona, it is better to correctly end the conversation than to waste time on sales attempts that will obviously lead to a refusal or a high probability of churn.
Customer success and support can use this information to optimize work with clients. For example, if there are groups of users that overload support and require a disproportionate amount of resources, you can warn them in advance about the limits or offer paid support options.
How not to use a negative buyer persona
Incorrect use of a negative buyer persona can lead to missed opportunities and the loss of potential clients. One of the common mistakes is to exclude segments too strictly, without taking into account possible exceptions. For example, small companies may seem like an inappropriate segment, but some of them may be fast-growing startups that will later become valuable clients.
Another mistake is to use a negative buyer persona to form stereotypes within the company. It is important to remember that the negative buyer persona is not a black and white category, but a benchmark that should be constantly updated based on data.
Ignoring feedback from sales and support teams can also lead to incorrectly defining negative segments. If marketing excludes certain audiences, but the sales department finds converting deals among them, the strategy should be revised.
Proper use of the negative buyer persona helps the company focus resources on truly promising clients, reduce costs and improve the efficiency of all business processes.
Conclusion
Creating and using a negative buyer persona helps businesses manage marketing, sales, and customer service more effectively. Companies that understand which clients they shouldn’t work with save advertising budgets, reduce the workload on teams, and increase conversion among truly valuable clients.
A well-written negative buyer persona allows marketing teams to avoid irrelevant audiences, fine-tune advertising campaigns, and create content that attracts users with a high purchase probability. Sales departments receive clear criteria for filtering leads and can focus on promising clients. The support service reduces the workload by excluding those who consume too many resources but do not bring benefits to the business.
A negative buyer persona remains a flexible tool that requires regular updating and adjustment based on data. This approach helps companies improve the efficiency of business processes and create a sustainable growth strategy focused on attracting and retaining clients with the highest value.
.svg)
