{"id":710,"date":"2020-05-08T15:52:43","date_gmt":"2020-05-08T12:52:43","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=710"},"modified":"2021-03-18T11:53:50","modified_gmt":"2021-03-18T08:53:50","slug":"how-to-create-a-buyer-persona-with-the-hubspot-persona-tool","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/how-to-create-a-buyer-persona-with-the-hubspot-persona-tool\/","title":{"rendered":"How to Create a Buyer Persona with the HubSpot Persona Tool"},"content":{"rendered":"

This post is co-authored with Noor-ul-Anam Ruqayya<\/a>, a Software engineering graduate from the University of Karachi. Noor is currently working as a content writer and digital marketer.<\/em>
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What Are Buyer Personas?<\/span><\/h2>\n

Buyer personas, also known as marketing personas, can be defined as a general profile of your typical (or ideal) consumer.\u00a0<\/span><\/p>\n

Buyer personas are based on real data collected through market research or extracted from a customer database, for example, CRM (Customer Relationship\u00a0 Management) or <\/span>Google Analytics<\/span><\/a>.<\/span><\/p>\n

In simple words, personas combine research-based data and educated guesses about your clients.\u00a0<\/b><\/p>\n

Among the three major types of business personas (user persona, buyer persona, and website persona), a buyer persona is the most popular. Its popularity stems from the fact that it helps marketers empathize with the customer and see them as more than cold data.\u00a0\u00a0<\/span><\/p>\n

In this article, we will explain the step-by-step process to create buyer personas using HubSpot\u2019s \u2018Make my Persona\u2019 tool. We\u2019ll also discuss buyer personas in more detail and why they\u2019re important in devising an <\/span>inbound strategy<\/span><\/a>.\u00a0<\/span>
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What is HubSpot’s \u2018Make My Persona\u2019 Tool?<\/span><\/h2>\n

Hubspot\u2019s <\/span>Make My Persona tool<\/span><\/a> creates a profile of your potential or current buyer personas with the data you provide. To collect the data, the tool asks simple questions like names, age, education, etc, and generates a buyer persona, which is kind of a \u201cCV\u201d that represents your ideal customer segment.\u00a0<\/span><\/p>\n

Creating a persona manually, i.e., on paper or using graphics tools like Adobe Photoshop can be a long and tedious process. With the HubSpot persona tool, <\/span>you can create your buyer personas within minutes.\u00a0<\/b><\/p>\n

How Does Creating a Buyer Persona Help My Business?<\/span><\/h2>\n

Buyer personas help you understand your existing customers and prospective customers. It\u2019s more than acquiring new customers or devising a marketing strategy. Creating a buyer persona is about targeting your customer segment and taking a peek into their mind to understand their background, problems, goals, interests, and behavior patterns.\u00a0<\/span><\/p>\n

According to the HubSpot\u2019s buyer persona <\/span>infographics<\/span><\/a>, <\/span>the effects of behaviorally-targeted ads are double as compared to the un-targeted ads.\u00a0<\/b><\/p>\n

A few industries that particularly benefit from personas include marketing, sales, and website UX design. A buyer persona also helps with content strategy, product development, inbound sales, and marketing.\u00a0<\/span><\/p>\n

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How to use HubSpot Persona Tools, Step by Step<\/span><\/h2>\n

The \u2018Make my Persona\u2019 tool on <\/span>HubSpot<\/span><\/a> is quite easy to use. The questionnaire is ready-made and includes almost everything you need to create your buyer persona.<\/span><\/p>\n

To demonstrate the process of creating buyer personas with the HubSpot persona tool, I\u2019ll create a buyer persona for the purpose of marketing a new project management software. The software is designed to help software companies organize the day-to-day activities of their employees and keep track of their day-to-day tasks.<\/span><\/p>\n

Before Creating The Buyer Persona<\/span><\/h3>\n

Creating a persona is easy but you need data to do that. Without authentic data, your buyer persona will not match the ideal buyer. Remember, <\/span>your persona is only as good as your data.<\/b><\/p>\n

For my buyer persona, Arya<\/strong>, I used multiple sources to collect data:<\/span><\/p>\n

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  1. Social media platforms<\/span><\/li>\n
  2. Forums like Quora\u00a0<\/span><\/li>\n
  3. YouTube videos<\/span><\/li>\n
  4. Interviews and discussions\u00a0<\/span><\/li>\n<\/ol>\n

    The interview and discussions basically helped me separate facts from theory. I strongly recommend interacting with current or potential clients. Even if you can\u2019t conduct interviews or don’t have time for discussions, at least discuss the persona with your team. Getting a second opinion can be truly insightful for your buyer persona.<\/span><\/p>\n

    How To Collect Information About Your Buyers<\/span><\/h3>\n

    Establishing a basic picture of your buyer is a necessary step for persona creation. You won\u2019t have to go through tons of data for this, but some efforts are needed. Once you know the target audience, further information can be collected through means such as:<\/span><\/p>\n