We have three personas:
The New Sheriff in Town: A new VP of internet marketing at a company with at least $6 million/year in revenue. Wants to hire a great internet marketing company, is concerned about search engine optimization, PPC, etc.. Feels previous folks at their company were clueless. But wants to know they're making the right choice. We want this persona to pick up the phone and call us, or at least contact us via the web.
The Cool Entrepreneur: Individual in charge of a company of almost any size. Understands internet marketing is important. Wants to learn more about it, get some consulting help, maybe hire an agency, but isn't sure. We want this person to contact us via the web or purchase one of our pre-made packages.
The Mechanic: Thinks they know enough about each internet marketing discipline (SEO, PPC, etc.) that they don't need an agency. Just wants help with particular things, like link building or design. We want this person to purchase a pre-made package, or sign up for our newsletter, or buy one of our information products.
All of these folks are very sophisticated.