Buyer Personas Who are they anyway
In this episode of the Hubheroes podcast, Devyn, Max, and George break down their thoughts on buyer personas around marketing, sales, list segmentation, tactical and automated processes, and so much more. Listen in as they share when to create, tweak, and even blow up your personas and why.
We've already talked about the buyer's journey and creating great content – two foundational elements of what it takes to be successful with HubSpot and inbound. But you can't talk about what it takes to be successful with inbound without talking about buyer personas.
The most basic definition of a buyer persona that folks toss around is that they're fictional representations of your ideal buyers, but they are so much more than that. That's not technically wrong, but there is so much more to the buyer personas discussion that often gets totally missed:
- When you develop your buyer personas with intentionality and purpose, they are the compass that points you in the right direction of what content you create.
- Not all your buyer personas should be the decision-makers you're targeting.
- Marketers aren't the only ones at your company who should be using buyer personas.
That's why we knew we had to dedicate our HubHero superpowers fully in this episode to the topic of buyer personas. Because they're so dang essential, and yet they're so often completely misunderstood.
But all of that misunderstanding ends today. By the end of this episode, you'll have total clarity on how to create buyer personas for your teams (or refine them to make them more powerful, if you have them already!), and how to use them properly.
WE ALSO TALK ABOUT ...
- Negative buyer personas – what they are, why you need them, and why they may not always be negative buyer personas forever.
- Understanding the power of the researcher persona, because while they may not be your primary decision-maker, you absolutely need to pay attention to them and feed them great content.
- Why your sales team should also care about buyer personas, because they're not just a tool for marketers!
- If you're a B2B marketer, you'll love this one:! We also dig into the differences between ideal customer profiles and buyer personas, and how they work together.
Are you ready to dig in? Let's do this!
RESOURCES FOR THIS EPISODE
Some of these we talked about, others we're adding because they're only going to make the episode that much sweeter for you ...
- Demystifying your customer buyer's journey (HubHeroes, Ep. 3)
- What makes great content? (HubHeroes, Ep. 2)
- Join The HubHeroes Podcast community!
- Wait, what the heck is The HubHeroes Podcast?!
YOUR ONE THING FROM THIS EPISODE
Honestly, I need to mention two things from this episode: I know that's cheating, but whatever. These two things matter!
- If you've already created personas, now is the time to revisit them. Do you have negative personas? Have you overlooked researcher personas? Are you even using them to their fullest potential?
- And if you haven't created personas, your directive is simple. Make your buyer personas, and take the time to get them right. The power is in your hands!
Creators and Guests
Host
Devyn Bellamy
Devyn Bellamy works at HubSpot. He works in the partner enablement department. He helps HubSpot partners and HubSpot solutions partners grow better with HubSpot. Before that Devyn was in the partner program himself, and he's done Hubspot onboardings, Inbound strategy, and built out who knows how many HubSpot, CMS websites. A fun fact about Devyn Bellamy is that he used to teach Kung Fu.
Host
George B. Thomas
George B. Thomas is the HubSpot Helper and owner at George B. Thomas, LLC and has been doing inbound and HubSpot since 2012. He's been training, doing onboarding, and implementing HubSpot, for over 10 years. George's office, mic, and on any given day, his clothing is orange. George is also a certified HubSpot trainer, Onboarding specialist, and student of business strategies. To say that George loves HubSpot and the people that use HubSpot is probably a massive understatement. A fun fact about George B. Thomas is that he loves peanut butter and pickle sandwiches.
Host
Max Cohen
Max Cohen is currently a Senior Solutions Engineer at HubSpot. Max has been working at HubSpot for around six and a half-ish years. While working at HubSpot Max has done customer onboarding, learning, and development as a product trainer, and now he's on the HubSpot sales team. Max loves having awesome conversations with customers and reps about HubSpot and all its possibilities to enable company growth. Max also creates a lot of content around inbound, marketing, sales, HubSpot, and other nerdy topics on TikTok. A fun fact about Max Cohen is that outside of HubSpot and inbound and beyond being a dad of two wonderful daughters he has played and coached competitive paintball since he was 15 years old.
