• Emily Malone

How to begin creating your buyer personas

Updated: Jul 6, 2020

The most important part of successful content creation is knowing who you’re speaking to. It’s not enough to simply attract people to your site. If we want to get better quality sales leads, we need to attract the right people.

Creating content our ideal customers will love and share is the most important thing we do as inbound marketers. This means it’s crucial for us to define who we want to reach, and what exactly it is we need to do to engage and inspire them. 

What are buyer personas?

Buyer personas are fictional, generalised characters that comprise of the various needs, goals, and observed behaviour patterns among both your current and desired customers. They can help you to further understand what your customers want, so you can create an experience they’ll love at every step of the buyer journey.

Have a look at the following guide to learn how to start creating the right personas for your company.

Define your company’s marketing personas

First of all, you need to define your company’s customer personas. To do this, put yourself in the shoes of your ideal or typical customers, and answer some questions associated with their role, goals, challenges, and company.

You need to think about your customers’ common behaviour patterns, shared pain points,  goals, wishes and dreams, then combine that with general demographic and biographic information you’ve gathered. The following checklist from HubSpot should help you with this. Try to answer all the questions, and don’t be afraid to come up with some of your own! This way, you’ll have loads of information to work with, giving you an even clearer idea of the people you’re trying to reach out to.

Questions you might want to cover


What is your job role? Your job title?

How is your job measured?

What is a typical day?

What skills are required?

What knowledge and tools do you use?

Who do you report to? Who reports to you?


What are you responsible for?

What does it mean to be successful in your role?


What are your biggest challenges?

How do you overcome these challenges?


What industry or industries does your company work in?

What is the size of your company (revenue, employees?)

Watering Holes:

How do you learn about new information for your job?

What publications or blogs do you read?

What associations and social networks do you belong to?

Personal Background:


Family (single, married, children)


Shopping Preferences:

How do you prefer to interact with vendors (email, phone, in person?)

Do you use the internet to research vendors or products? If yes, how do you search for information?

What types of websites do you use?

5 ways to research your buyer personas

  1. When creating forms for your website, you should use form fields that acquire important information about your personas.  For example, you could gather information on what forms of social media your leads use by asking a question or two about their social media accounts.

  2. If you want to gain better insight into the struggles they face as customers, you could also include fields that ask about what their biggest challenges are. That way, you can make sure you’re really addressing their struggles and working towards a tailored solution.

  3. You could also research your personas by using trusty ol’ Google search, or interview customers to discover what they like about your product or service.

  4. Another good way to gain insight is to have a look at data to uncover trends about how certain leads or customers find and consume your content.

  5. Remember to also take into consideration your sales team’s feedback on the leads they’re interacting with most. Ask yourself: what types of sales cycles does your sales team work with? What generalisations can they make about the different types of customers you help?

In HubSpot’s CRM, creating personas in Contacts allows you to segment your contacts, assign them to workflows, and import contacts with a persona. Then, four smart lists will automatically be generated for that specific persona. These lists are for all contacts, marketing qualified leads (MQLs), leads, and customers in that persona. This means you can tailor-make your content to people who are at different stages in the buyer’s journey.