Would you entertain your adult friends at an alcohol-free children’s theme restaurant? Would you serve cocktails to a toddler or cheese to those who are lactose intolerant? Probably not. 

Would you send the same emails to everyone on your list? Do you have landing page content that you recycle for every single campaign and social media platform? Or, is your marketing ROI disappointing, to say the least? 

If you answered yes to any of the last three questions, perhaps you should take cues from your social life and take a more personal approach by learning who your customers are, what they think about, what they are concerned about, what they need, and why they buy — to narrow your marketing efforts, reach the right audience, and dramatically improve your marketing ROI. 

What is a buyer persona?

Think of a buyer persona as an avatar. It doesn’t describe customers individually, nor is it just about demographics. Instead, it is a representation. A typical persona will include demographics, but also job titles, pain points, motivations and goals, the buyer journey, decision criteria, expectations, barriers, etc. 

Without a buyer persona, you run the risk of a throw-spaghetti-at-the-wall approach, only instead wasting flour and water to see what sticks, you’d waste valuable opportunities.

Why buyer personas are important

Buyer personas (yes, you might have more than one) are indispensable to your marketing strategy for a number of reasons. 

• They help you target the audience that’s most likely to purchase your products or services
• You can create content that specifically addresses persona needs
• You will have a higher conversion rate by targeting the right audience
• You will build stronger connections with your audience by demonstrating that you understand them
• You will increase your marketing ROI

Success by the numbers

• 96% of marketers say that personalization increases the likelihood of repeat customers — Hubspot
• Persona marketing led NetProspex to increase website visit engagement time by 900% and increased marketing-generated revenue by 171%
• Only about 44% of organizations use buyer personas — Buyer Persona Institute
• 79% of consumers say that they only want to engage if offers reflect previous brand interactions — Instapage
• 77% of customers will choose, recommend, or pay more for a brand that personalizes the buying experience — Instapage
• Companies that utilize buyer personas experience 14% higher retention and 19% higher revenue growth — International Brand Equity

Key elements of a buyer persona

Your buyer personas should reveal customers’

• Demographics — Age, gender, income level, education, etc.
• Behavioral Traits — Buying habits, brand loyalty, preferred communication methods.
• Goals and Challenges — What do they want to achieve? What are their pain points?
• Decision-Making Process — How do they decide to purchase? Who influences them?

The problem with just demographics

All too often, people mistake demographics for buyer personas. Demographics, of course, include statistical facts, including age, gender, household income or company size, religion, zip code, political affiliation, education level, job title, etc. 

B2B sellers use individual decision-maker demographics, but also equally surface-level firmographics, which include data points such as company size, industry, and annual revenue. 

Demographics are important, but they paint an incomplete picture — one that can be very misleading. I will give you an example.

A family member lives in a suburban neighborhood with a homeowners association (HOA). Each of the neighborhood homes is relatively similar, thanks to builder plans and the HOA. 

Home values are all similar, implying that most of the owners likely fall into the same income range and are at similar places in their careers. Most adults fall within a 20 year age range and have attended at least some college.

While the neighborhood has some diversity, its racial and religious makeup is also rather uniform, as are its political leanings.

You might think that neighbors’ purchasing patterns would be similar. However, a glance at people’s front yards would tell you otherwise. Dozens of automotive makes, models, and years occupy the driveways. Some yards are littered with children’s toys and others have beautifully cultivated landscapes. 

That’s just what you can see from the outside,

What about the differences that aren’t so evident, like food preferences, medical conditions, entertainment choices, budgets, etc.? 

Sure, you could create identical marketing campaigns for the neighborhood based on demographics, and there might even be enough similarities to warrant a decent conversion rate, but does it answer the single most important question, which is which of this (or any) audience has a specific need or challenge that you can solve?

Fortunately, there are ways you can peek behind the curtains to learn about prospects’ pain points, priorities, buying patterns, and more.

Buyer persona examples

If you’re curious about what a buyer persona might look like, I have generated three fictional examples with names. Naming your personas makes them more relatable for your teams.

Example #1 — A B2C skincare line

Buyer Persona: Stacy, The Budget-Conscious Mom

Demographics

• Name: Stacy
• Age: 34
• Marital Status: Married
• Children: Two (ages 3 and 7)
• Location: Suburban area in the Midwest
• Education: Bachelor’s Degree in Education
• Occupation: Part-time elementary school teacher

Lifestyle and Values

• Priorities: Balancing family responsibilities with self-care.
• Shopping Habits: Prefers quick, convenient shopping experiences (e.g., online or big-box retailers).
• Values: Health-conscious and environmentally aware; prioritizes natural products for her family.
• Budget: Moderate but actively seeks cost-effective solutions to maintain a healthy lifestyle.
• Social media consumption: Approximately 75 hours per day on TikTok or Instagram, weekly Facebook check ins for friends and family, and a predominantly dormant LinkedIn profile.

Challenges

• Limited time to research and try new products.
• Frustration with expensive skincare options marketed as “organic.”
• Skepticism about whether budget-friendly organic products deliver quality results.

Needs and Pain Points

• Affordable organic options that won’t compromise quality.
• Products that are safe for sensitive skin and free from harmful chemicals.
• Easy-to-understand product labels with clear benefits and ingredients.
• A streamlined shopping experience that saves time and effort.

Buying Process

• Research Sources: Reads quick online reviews, relies on word-of-mouth from other moms, and checks social media for recommendations.
• Key Decision Factors: Price, ease of purchase, family-friendly appeal, and visible product results.
• Preferred Channels: Amazon, Target, and online store subscriptions.

Preferred Messaging

• Highlight affordability without sacrificing quality: “Organic skincare that fits your busy and budget.”
• Emphasize time-saving benefits: “Simple, effective solutions for moms on the go.”
• Build trust with transparency: “Safe, natural ingredients you can feel good about.”
• Appeal to family-friendly values: “Nurturing care for you and your family because moms deserve the best, too.”

Example Quote from Stacy

“I want skincare that works but doesn’t break the bank. With two kids, I don’t have time to hunt for deals or wonder if it’s safe for my skin. I just need something I can trust.”

Example #2 — B2B project management software

Buyer Persona: Operations Olivia

Demographics

• Job Title: Director of Operations
• Age: 38
• Gender: Female
• Education: Bachelor’s Degree in Business Administration
• Experience: 10+ years in operations management, 5 years in current company
• Location: Mid-sized city in the United States

Company Data (firmographics)

• Industry: Technology Services
• Company Size: 200-500 employees
• Annual Revenue: $50M – $100M
• Growth Stage: Scaling (rapid team expansion and increasing project complexity)
• Technology Stack: Currently using CRM, basic time-tracking tools, and collaboration software (e.g., Slack, Google Workspace). Lacks an integrated project management solution.

Responsibilities and Goals

• Overseeing company-wide operational efficiency and team productivity.
• Managing the delivery of multiple client projects on time and within budget.
• Ensuring alignment between departmental workflows and company goals.
• Driving adoption of scalable tools and processes to accommodate rapid growth.

Challenges

• Struggles with inefficiencies caused by siloed tools and data.
• Difficulty in gaining visibility into project statuses and team workloads.
• Increasing pressure to meet delivery timelines while controlling operational costs.
• Frustration with current software that lacks customization and scalability.

Needs and Pain Points

• A centralized project management platform to improve visibility and coordination across teams.
• Simple integration with existing tools (e.g., CRM, time tracking).
• A solution that provides robust reporting and analytics for data-driven decision-making.
• User-friendly interface to ensure adoption across non-technical team members.

Buying Process

• Research Sources: Online reviews (G2, Capterra), industry peers, LinkedIn discussions, and vendor webinars.
• Key Decision Factors: Cost-effectiveness, scalability, ease of implementation, and ongoing support.
• Stakeholders Involved: CEO, IT Manager, and Heads of Departments (e.g., Sales, Marketing).

Preferred Messaging

• Highlight cost savings and ROI through improved efficiency and reduced project delays.
• Emphasize scalability to support company growth.
• Showcase real-life success stories and case studies from similar-sized companies.
• Provide a demo or free trial to demonstrate ease of use and compatibility with existing systems.

Example #3 — Web hosting company that sells to both consumers and businesses

Buyer Persona: Tech-Savvy Tony

Demographics

• Name: Tony
• Age: 42
• Gender: Male
• Education: Bachelor’s Degree in Computer Science
• Occupation: Founder and CTO of a small IT consultancy firm
• Location: Urban area in the United States

Company Data

• Industry: IT Services and Consulting
• Company Size: 15 employees
• Annual Revenue: $2M – $5M
• Business Stage: Established, looking to expand client services.
• Existing Hosting Solution: Currently using shared hosting but exploring scalable options for growing client projects.

Responsibilities and Goals

• Managing IT infrastructure for internal projects and clients.
• Seeking reliable, cost-effective hosting solutions for websites and applications.
• Prioritizing scalability and uptime to support client satisfaction and retention.

Challenges

• Limited time to explore and test new hosting providers.
• Frustration with unpredictable downtime and poor customer support from current providers.
• Balancing affordability with performance for both internal needs and client demands.

Needs and Pain Points

• Reliability: Hosting with guaranteed uptime and strong customer support.
• Performance: Fast load times and robust server capabilities.
• Scalability: Flexible hosting plans to accommodate growing project demands.
• Ease of Use: Intuitive interfaces for managing hosting accounts.

Buying Process

• Research Sources: Reads online reviews, checks hosting provider comparison blogs, and seeks recommendations from professional peers.
• Key Decision Factors: Cost, uptime guarantees, customer support quality, and features like automated backups and security.
• Preferred Channels: Direct online purchase, with clear trial or money-back guarantees to reduce risk.

Preferred Messaging

• For B2C Needs: “Fast, reliable hosting for your personal or side projects without breaking the bank.”
• For B2B Needs: “Scalable hosting solutions to power your business and your clients’ success.”
• Emphasize uptime and performance: “Guaranteed 99.99% uptime so you can focus on growth, not downtime.”
• Showcase ease of use: “Manage your hosting with a dashboard designed for simplicity and speed.”

Example Quote from Tony

“I need a hosting provider I can trust for both for my business and for my clients. It has to be fast, reliable, and flexible enough to grow with us.”

How to create a buyer persona

The best way to create a buyer persona is to get to know your existing customers, and if your company is like most, your sales department already has much of the data you need. 

Gather existing data

A Gartner survey found that 91% of all companies with at least 11 employees use CRM software to follow customers and prospects through the customer journey. The CRM should be the first stop when creating a buyer persona. 

Tap into your CRM data to learn about:

• Demographics — Compile data points such as ages, genders, locations, and job titles or buyers. Don’t forget company sizes if you sell B2B.
• Lead sources — What prompted buyers to interact with your company? 
• Lifecycle stages — How many prospects are getting stuck in the sales funnel? How many buy? What does post-purchase engagement look like?
• Purchase history — What do customers buy? How much do they spend? How much repeat business are you getting? How is your churn rate?
• Engagement data — Track email open and click-through rates, website visits, and content downloads.
• Post-sale feedback — Gather reports on customer satisfaction, questions asked, product/service issues, and continuing pain points.  

Issue surveys

Your CRM is a wealth of information, but it’s limited. Survey existing customers and contacts with a mix of multiple choice and open-ended questions. 

Tailor your survey based on your goals. For example, ask about pain points and product frustrations before releasing an update. Query about continued needs to help build your product roadmap. Note: If your survey is all negative, it could leave a subconscious bad taste. 

Questions could include basic demographics, but also:

• How they research before buying
• If applicable, what they like about your product, company, personnel
• Which social media platforms they use
• Preferred reading formats
• Favorite websites, podcasts, publications, etc.
• How often they use your product or similar
• How they like to purchase (online, in-person)
• Whether they’re likely to recommend your product or service to others

Pro tip I: Giving incentive gifts prior to recipients completing surveys is significantly more effective than offering a post-completion reward. 

Pro tip II: The gift should fill a specific need for your customers. For example, a website building company might offer a free theme.

Read customer reviews

Online reviews might often seem like nuisances, but they are a perfect opportunity to get inside customers’ heads. Review sites and website product reviews enable customers to candidly reveal their pain points and needs. 

Segmenting personas for small organizations

Unfortunately, there’s no single template for segmenting your personas. Questions and methods should vary according to product and service offerings, company size, buyer types (consumers or businesses), and datasource access. 

Small organizations are often at a disadvantage for lack of resources. While there are obstacles to overcome, small organizations can still generate accurate customer personas. 

Small B2B Organizations

Instead of collecting user data, focus on decision-makers. You can leverage LinkedIn and other professional networks for contacts and research. For example, small B2B decision-makers might be budget-conscious, concerned about ROI, and too busy for lengthy demos or pitches. 

Small B2C organizations without a CRM

Many small B2C organizations don’t have CRMs, which limits access to consolidated customer data. However, there are alternative ways to collect the data needed to generate a buyer persona.

Alternatives to CRM Data

• Customer surveys or feedback forms
• Social media analytics (comments, likes, shares) help you tap into buyer priorities
• Your customer-facing staff are an invaluable source of organic customer feedback
• Website data (via tools like Google Analytics)

To keep things manageable, you can use free tools like Google Forms or Typeform for surveys, and organize your findings in a simple spreadsheet. This will allow you to track customer insights manually without the need for expensive software.

When creating personas without a CRM, focus on patterns you’ve observed or anecdotal evidence from your interactions. It’s okay to base your initial personas on small sample sizes — just refine them as you gather more data.

Small B2C customers often share certain characteristics: they tend to be cost-sensitive, heavily influenced by peer reviews, and drawn to products or services that offer convenience. Keeping these traits in mind will help you craft a message that resonates with them.

Practical steps for persona creation

Once you’ve gathered your data, follow these steps to create actionable buyer personas:

• Consolidate the data into categories (demographics, behaviors, motivations, etc.)
• Assign a name and “story” to each persona for personalization
• Use visual aids like charts or templates to make personas actionable

Applying buyer personas to business goals

Buyer personas aren’t just research; they’re tools for achieving your business objectives. Here’s how to use them:

• Align marketing strategies by tailoring efforts to each persona (e.g., personalized email campaigns or targeted social media ads).
• Improve customer service by addressing the specific needs and preferences of each persona.
• Guide product development by focusing on the challenges and goals your personas face.

Iteration and updating

Your buyer personas should evolve with product, service, or company changes. Periodically update data even if there haven’t been significant changes. 

When applying customer personas goes too far

Several years ago, the big box store Target became a cautionary tale of the dangers of too much personalization. The story is as follows:

In 2012, a man allegedly walked into a Minneapolis Target complaining that his high-school-aged daughter received a sale booklet for baby items, including clothes, cribs, diapers, etc. 

Much to the father’s surprise, his daughter was pregnant and Target figured it out before the parents. 

While there is debate over whether the story is true, Target could teach a masterclass in creating customer personas, although their methods are proprietary. 

Overall, their customer persona is a millennial suburban mom with a household income of $80,000, but they could (and probably do) create customer personas for each department and even each product. 

Some final thoughts

Buyer personas are a foundational tool for understanding your audience and driving business success. By starting small and refining as you go, you’ll create personas that inform better decision-making across marketing, customer service, and product development.

Remember that few companies have just one buyer persona. You may need to create one for each product. You will also need to update your personas as the competitive landscape changes or when sales and marketing initiatives begin to fall flat. 

Hubspot has a free persona building tool. All you need is the data, and the tool will help turn it into actionable insights.