/dm:audience-profile

Purpose

Build a rich, actionable buyer persona that goes beyond basic demographics. Captures psychographic drivers, behavioral patterns, jobs-to-be-done, objections, and content consumption preferences to inform all marketing activities.

Input Required

The user must provide (or will be prompted for):

• Product/service: What the brand offers
• Customer type: B2B buyer, B2C consumer, or both
• Existing data: Any customer research, survey data, analytics demographics, CRM data, or interview insights
• Number of personas: How many distinct personas to create (recommend 2-4)
• Hypothesis: Who the user thinks their ideal customer is (starting point)

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Gather inputs through structured questions if data is limited
3. Build demographic profile: age range, role/title, company size (B2B), income range, geography, education
4. Develop psychographic profile: values, motivations, fears, aspirations, identity markers
5. Map behavioral patterns: where they spend time online, content formats preferred, purchase behavior, decision-making process
6. Define jobs-to-be-done: functional, emotional, and social jobs the product helps accomplish
7. Identify objections and barriers to purchase with counter-messaging
8. Document the buyer journey: trigger events, research process, evaluation criteria, decision influencers
9. Specify content preferences: platforms, formats, tone, topics they engage with
10. Give the persona a name and narrative summary for team alignment

Output

A structured buyer persona document containing:

• Persona name and one-paragraph narrative
• Demographic snapshot
• Psychographic profile with motivations and values
• Jobs-to-be-done framework (functional, emotional, social)
• Day-in-the-life scenario
• Buyer journey map with touchpoints and decision criteria
• Objections and counter-messaging guide
• Content and channel preferences
• Messaging do's and don'ts for this persona

Agents Used

• marketing-strategist — Persona development, JTBD framework, buyer journey mapping, audience segmentation