User or UX personas represent your end users' needs and help designers develop empathy for users. In contrast, marketing or buyer personas represent your target customers and their needs. Using buyer personas, your marketing team can plan offers and content that meet your customers' preferences.^[1]

Isn't an end-user also a buyer? Users can be buyers, but not always. For example, you decide to gift your friend a yoga app subscription. You're a buyer, but your friend is the one who is going to use this app. It means a buyer persona's needs will likely differ from a user persona's needs.

Moreover, a buyer persona can include decision-makers with different goals and expectations. For example, a buyer persona can be represented by supervisors, managers, and team leads who are in charge of deciding whether to buy a software license for a design team or not.

Your team should consider both buyers' and users' needs when designing products/services and creating marketing content.^[2]