Using Buyer Personas

in HubSpot
Why should you
create buyer
personas?
Always ask yourself:
who is this for?

Inbound marketing starts

with defining your buyer
personas.
What is a buyer persona?
A semi-fictional representation of your ideal customer based on real
data and some select educated speculation about customer
demographics, behavior patterns, motivations, and goals.
What makes a
good persona?

The best buyer personas are

based on market research,
discussions with customer-
facing team members, and
insights that you gather from
your actual customer base
through interviews and surveys.
Psychographic data is information about your audience’s thoughts,
opinions, and aspirations.
Demographic data is more fact-
based, like your audience’s age
range, annual income, where
they live, their level of
education, etc.
Naming your
buyer persona

Buyer persona names often use

alliteration, like “Skeptical Suzy”
or “Management Margaret.”

This makes it easier for your

team to remember them and
keep them in the front of their
minds.
Do not confuse buyer
personas with job
functions.
How do you define
your organization’s
buyer personas?
What do your personas
want to accomplish?

The most important

information to uncover is
the goal or challenge your
core audience faces.
 What psychographic questions should you ask?

Business-to-business (B2B) Business-to-customer (B2C)

What does it mean to be successful in What are your goals?

your role?
What are your
goals?

All great inbound marketers

have a profound understanding
of their audience’s aspirations
and work tirelessly to find ways
to help.
What are your
biggest challenges?
Similar to goals, understanding your
audience’s daily challenges is critical.

Those are the pain points and

frustrations— big and small — that
prevent customers from reaching their
goals.

The more you can empathize with

them, the more likely your marketing
will have a genuine impact.
What is your job
role or title?

This is especially important in B2B

marketing where someone’s title
often indicates their position at the
company and how much purchasing
power they have.

Make sure to get a sense of their

role, what they do, and who they
report to as opposed to just title, as
those can often be misleading.
Demographic
questions

In terms of demographics,
try to find out your
audience’s:
• Age range
• Income range
• Level of education
• Geographical location
Which publications
do you read?

This question works for both

B2B and B2C and it can be a
tremendous source of
insights.