Description

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!