Getting Through to Your Buyer Personas

Frankly, asking ourselves as inbound marketers whether we should “know” our customer or client base, seems like a silly question. Of course we should, right?

As someone who has been marketing in various capacities across private, non-profit and public sectors for several years now, I can tell you that what might seem common sense and second nature to some, is surprisingly challenging for others.

Getting Through to Your Buyer Personas image people watching launch of Apollo 11 631Getting Through to Your Buyer Personas

Some may not be familiar with a certain demographic, others might feel ill-prepared to execute a sales plan, junior marketers could feel out of their element promoting something they’re new to. We all come from different backgrounds in the marketing industry, and we all have our own specific skill-sets.

What I am hoping to underscore for all of you today is the necessity to foster a deep and professional understanding of your buyer personas before trying to reach them on any level. HubSpot #inbound marketing software reinforces that determining our buyer personas is imperative in determining your customer base, and ultimately succeeding in selling your product or service.

Most importantly, what exactly is a “buyer persona?”

HubSpot defines them as semi-fictional representations of your ideal customer, based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals - or, semi-fictional characters that represent your dream customers. In HubSpot Academy’s buyer personas class, they provide a nifty exemplary buyer persona named “Mary:”

Mary is 42 years old and has a Bachelor of Communications from Syracuse and an MBA from Babson. She is married, has 2 kids, and runs the marketing department at her company. She is an expert at outbound and traditional marketing, with 5-15 years of experience. She worries about her “brand presence” and hired a firm to redesign her website. She outsources a fair amount of activity because she has an easier time getting budget than headcount. Mary craves education; she wants to know the latest in what works in marketing and why she should invest in one area over another. A lot of Mary’s job is “keeping things running” – supporting sales, updating the website, generating “more” leads (rarely with a concrete goal in mind). Mary needs a simple, integrated tool that will help her do her job more effectively and also make it easier. If she screws that up, she risks getting yelled at by the sales team and her boss, the CEO. Mary dresses “business casual” and does most of her shopping at Ann Taylor. She uses the web for sharing photos with friends, email communication, and is starting to play around with social media accounts for her company. She uses LinkedIn, Facebook (for family photos), and Twitter (recently got a company account with

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