JM

Jason Miller

Local service business owner — plumbing, HVAC, law, dental, etc.

High volume prospect

Age range

38 – 55

Monthly budget

$1,500 – $5,000

Decision style

Word-of-mouth & trust

Primary need

More local leads

Goals

Rank in Google Maps 3-packGet more phone callsProfessional websiteOutrank local competitors

Where to reach them

LinkedIn Facebook Groups Cold email Local chamber events

Pain points

Burned by a previous agency that promised rankings but disappeared after payment
Doesn't know what AIO is or how AI search affects his Google Business Profile
Wants results fast — slow 6-month SEO timelines frustrate him

Messaging angle

"We get local businesses like yours to the top of Google in your city — more calls, more booked jobs, guaranteed transparency."
SR

Sarah Reynolds

Marketing manager — mid-size B2B or retail company

Best retainer candidate

Age range

29 – 42

Monthly budget

$5,000 – $20,000

Decision style

Data, ROI & reporting

Primary need

Scalable lead generation

Goals

Lower cost per leadAI-ready content strategyClean attribution reportingAgency as team extension

Where to reach them

LinkedIn ads & outreach Marketing podcasts Industry newsletters

Pain points

Previous agency delivered vanity metrics — impressions, not pipeline
Must justify every dollar to a VP or CMO — needs clear attribution
Anxious about Google AI Overviews eating organic click-through rates

Messaging angle

"We obsess over pipeline, not pageviews. Every campaign comes with reporting your CMO can act on."
AC

Ashley Chen

E-commerce founder — DTC brand (fashion, beauty, home goods)

High ROAS focus

Age range

27 – 40

Monthly budget

$3,000 – $15,000

Decision style

Speed, ROAS & design

Primary need

More online revenue

Goals

High-converting Shopify siteGoogle Shopping & Meta adsProduct page SEOFast site speed

Where to reach them

Instagram & TikTok ads Shopify communities DTC newsletters

Pain points

Ad spend on Meta is rising but ROAS keeps dropping — no clear fix
Website looks dated compared to competitors — hurting checkout trust
Wears too many hats — needs a hands-off agency she can trust completely

Messaging angle

"Your store deserves traffic that actually converts. We fix the site, run the ads, and send you a ROAS report every week."
MP

Marcus Powell

B2B SaaS CEO — seed to Series A startup

Highest contract value

Age range

32 – 48

Monthly budget

$10,000 – $50,000

Decision style

Long-term, strategic

Primary need

Category authority & pipeline

Goals

Dominate niche keywordsAIO content authorityInvestor-ready web presencePaid acquisition at scale

Where to reach them

LinkedIn thought leadership SaaS communities (Slack, Reddit) Cold email sequences

Pain points

Needs an agency that speaks SaaS — MRR, churn, CAC — not just clicks
AI Overviews are disrupting his organic traffic — AIO strategy is urgent
Previous web build failed Core Web Vitals — hurt both SEO and investor demos

Messaging angle

"We help B2B SaaS companies own their category on Google and in AI search — from AIO-optimized content to paid channels built around your growth stage."