Single Persona

[NKokot]

I was just watching this HubSpot Acadamy video that touches on HubSpots decision to focus on a single persona, and how it marked a turning point in the company’s growth.

Why are buyer personas an important part of your inbound strategy?

I’ve also found forums within the HubSpot community that mention the need for multiple personas for a company.

This has left us quite conflicted about what to do.

For context, we are financial planning company and have created a few different types of personas for different ‘categories’ of people who we’ve found are most likely to engage in our services.

We are now wondering if we should scrap our personas and start from scratch?

Would like to hear peoples opinions.

[RJHaye]

I don’t think it makes sense to start from scratch and scrap all of your personas, especially if they make sense to you. What might work better is creating a strategy to target the one or two that are most important right now, and focus on marketing to those. That’s what I were to do if someone said “we need to just focus on marketing to X and forget that Y and Z exist”. I wouldn’t get rid of Y and Z entirely, but I’d focus my efforts on bringing in X and working them thru the funnel.