What's an example of a buyer persona with corresponding buyer's journey?

[Champion]

Buyer personas are key to creating a successful inbound business. Each buyer persona has his or her own journey to making a well-informed decision (i.e. buyer's journey).

The buyer's journey is comprised of three stages:

• Awareness Stage: The buyer becomes aware that they have a problem.
• Consideration Stage: The buyer defines their problem and considers options to solve it.
• Decision Stage: The buyer evaluates and decides on the right provider to administer the solution.

Name a brand that you're a buyer persona for. What does your journey look like to doing business with them?

*To learn more about this, check out the Developing the Buyer's Journey for Your Business lesson via HubSpot Academy. 

[DANNYCLARA]

Example of a buyer persona and their buyer’s journey

Buyer Persona:

María, 25 years old, a digital entrepreneur who works from home. She is looking for tools to help her organize her business and increase productivity. She has intermediate tech skills and values efficiency and good customer support.

Buyer’s Journey:

• Awareness Stage: María realizes she is wasting time using paper and multiple apps that don’t sync.

• Consideration Stage: She researches task and project management tools. She compares options like Trello, Asana, and Notion. She reads blogs, watches videos, and tries free trials.

• Decision Stage: She chooses Notion because it integrates tasks, notes, calendars, and documents all in one place. The interface is intuitive, and the active community helps her get the most out of it.

A brand I’m a buyer persona for:

I’m a buyer persona for Spotify.

My experience as a buyer:

When I first tried the free version, I liked how I could discover new music based on my taste. Then, after hearing too many ads, I considered going Premium. I evaluated the price and benefits, and it was a good deal—it gives me ad-free music, downloads, and personalized playlists. The platform is easy to use and constantly improving, so I’m a happy and loyal customer

[PSharma18]

My journey as a Staples buyer persona usually starts with the Awareness Stage as I recognize that I need new tools to keep productive or that I'm running out on necessary office supplies. I begin examining my alternatives during the consideration stage, comparing goods, costs, and internet reviews to see what best suits my requirements and pricing range. By the time I reach the decision stage, I've reduced my selections and decided on Staples due to their dependable stock, affordable prices, and quick delivery possibilities. They are my first choice for office supplies because of their business-oriented solutions and simple online buying experience.

[HBee54]

Awareness; buyer wishes for a more quick effective way to find a 'hotel spot to stay' Consideration; the place to stay at doesn't have to be a hotel perhaps a house someone can rent out Decision: uses AirB&B

[APina3]

Awareness Stage

We’re getting traffic, but no conversions.

Sales says the leads are low quality.

Consideration Stage

Do we need a new strategy or a partner

Who can help us fix our funnel?

Decision Stage

Who understands our business best?

Can they help us grow, not just deliver?

Delight Stage

Leudine helped us grow.

I recommend them to others.

[ASawyer0]

Let's say you've launched a website to help experienced professionals network and improve their career. Your business's ideal customer is someone who could use peer advice and wants to hone their already great skills.

[TLebowitZ]

Persona: Caring Claire
25–45 years old

Education: Bachelor’s or Master’s degree in psychology, education, or related fields

Location: Southern CA

Motivations:

Passion for improving the lives of children and families affected by autism and developmental disabilities and esire for professional growth through certifications and mentorship

Challenges:

Limited resources to address complex behavioral needs

Caring Claire's Buyer Journey:

Awareness Stage: Claire realizes her current job lacks the resources and support she needs to make a meaningful impact. She begins researching organizations that align with her values and provide better tools for her work.

Consideration Stage: Claire identifies Easterseals Southern California as a potential employer. She explores their website, reads employee testimonials, and reviews their professional development programs to see if they meet her needs.

Decision Stage: After comparing Easterseals with other organizations, Claire decides to apply based on their comprehensive support services. She feels confident this is the right fit for her career goals.

[jm_gerardo]

TOBY TECH (from a content marketing POV)

• Awareness Stage: Troubleshooting problems (create a listicle or a short reel on how this will decrease work efficiency)
• Consideration Stage: Software, online tools, online support (design a carousel post with this content + how it can solve his troubleshooting needs)
• Decision Stage: XXX Product Features (post company product linking back to company website, showcasing user testimonials and product viewing)

[Martin247]

Look's good Len

• Awareness Stage: Len wants to make his bike look nicer and more "blingy"
• Consideration Stage: He could respray it or upgrade equipment, but thats expensive. So he looks at what the Pro's are doing and a color change is an option for him
• Decision Stage: Who can provide the solution, considering: professionalism/ knowledgeable, price point, quality, colour options and delivery time.

[Mia_Amakor]

Brand Name: Dulux Paints (the buyer)

• Awareness Stage: The buyer becomes aware that there is a gap in their marketing strategy as they do not implement digital advertising. FutureTech reaches out to them after seeing this gap and presents a rough content on our digital solutions.
• Consideration Stage: The buyer defines their problem to FutureTech, after which we make a pitch of our solutions and how each can help with brand positioning in the marketplace. Dulux Paints then considers our options to solve it.
• Decision Stage: Dulux Paints evaluates and decides what solution to purchase and for how long the advertising campaign would run. They then request for a PO and make necessary moves.

[AAckerman4]

Brand Name: Apple iPod 

Awareness Stage: I don't know what type of iPod nor how much they want to spend.

Consideration Stage: I have a budget and not sure how to succeed it and I look at an iPod classic gen 7 or a itouch gen 4. And ask the store employee what the differences are between the two products and which one has a better deal. 

Decision Stage: After talking to the store employee and hearing his recommendation to the itouch gen 4 as it is more compatible and has more capabilities compared to the classic version. I see the price and it fits both my budget and what I was looking for device wise. I was pleased with the service and will recommend their services to others. 

[RVenkataraman]

Buyer Persona Example: The Modern Professional Shopper for Marks & Spencer
Buyer Persona: "Sarah"
Age: 30-45
Occupation: Mid-to-senior-level professional, balancing a busy work-life schedule.
Challenges: She Needs high-quality, stylish, and versatile clothing for work and casual wear. It also values convenience in grocery shopping with premium food options.
Goals: Seeks a one-stop shop for fashion and food, balancing quality, affordability, and sustainability.
Preferred Content Channels: Instagram, online fashion magazines, email newsletters, M&S website, in-store experience.
Decision-Making Factors: Quality, fit, sustainability, convenience, and brand reputation.
Buyer’s Journey for "Sarah"
1. Awareness Stage:
Sarah realises that her wardrobe needs an update—her work outfits feel outdated, and she needs smart, comfortable clothing.
She also wants to start buying healthier, high-quality meals for her family but doesn’t want the hassle of multiple supermarket visits.
She comes across M&S ads on Instagram featuring stylish workwear and sees an influencer post about M&S's fresh food selection and dine-in meal deals.
2. Consideration Stage:
She explores the M&S website and reads about their Autograph and Per Una clothing lines for premium, timeless styles.
She checks customer reviews to see how the clothes fit and whether they’re worth the price.
For food, she watches YouTube vlogs and TikTok reviews about M&S’s Plant Kitchen, Dine-In for Two, and luxury food ranges.
She compares M&S to competitors like John Lewis, Tesco, and Zara for quality and value.
3. Decision Stage:
Sarah visits an M&S store during the weekend and tries on a few pieces from the Autograph collection. She loves the fit and comfort.
While shopping, she picks up an M&S Dine-In Meal Deal to try out the quality of their food range.
She signs up for the M&S Sparks loyalty card after learning about the personalised discounts and exclusive offers.
After a positive experience, she decides to become a regular shopper for both clothing and premium food items.
Why This Works for Marks & Spencer?
M&S aligns with Sarah’s needs by:
✅ Offering a mix of elegant, high-quality clothing that suits professional and casual settings.
✅ Providing premium grocery options that cater to health-conscious professionals.
✅ Using loyalty programmes and personalised offers to keep her engaged and coming back.

[Ali52]

Awareness: My vehicle is close to needing a an oil change, and I do not wish to have to bounce from shop to shop and then spend all day looking for one. 

Consideration: Search for companies willing to take appointments, call them, and ask them if they have the specifc oil I request for my vehicle. 

Decision: I ask for an appropriate appointment time, and for an agreed price on the oil change. 

[JKaur163]

Lets say there is a buyer like me who is very emotional and has in past experienced driving a car on a video game.and is also ambitious as well as want to avoid people by having status symbol objects.

so buyer's journey from a company's perspective is understanding the buyer's personna. so lets say the buyer wants to buy Volkswagen Beetle knowing that would also involve a company's understanding of the buyer's personna that maybe the girl in that age group likes to have small luxury cars. and creating only one buyer's personna would happen when one single account is huge. so the buyer's journey will involve creating content to navigate the customer to become the consumer of the company{in this case volkswagen 's marketing,sales,customer service and finance department will create the buyer's personna(say there are many girls like that} and content will be created to navigate the buyer. 

[Diva1]

I am a buyer persona for Fire Boltt Smartwatches.

Awareness Stage: Firstly I recognised the need of having a smartwatch to track my daily health and exercise records.

Consideration Stage: Then I considered various smartwatch brands like Noise, Boult, Fire Boltt etc.

Decision Stage: Finally I decided to buy my smartwatch from Fire Boltt brand.

[JoshuaP1]

I'm a buyer of a athleisure and fitness apparel. My buyer's journey looks something like this:

• Awareness: I recognize my current clothes are no longer suitable due to breakdown, fashion trends, etc.
• Consideration: I begin researching current trends, and shopping around for styles that I like.
• Decision: I research the clothing's materials and production quality, and I compare reviews for the options I'm deciding between.

[Tadidigital]

e.g custumer need promote buisnuss on social media but not enoug time 

[RGipson8]

Awareness Stage: An indipendent jazz artist has been viewing our posts on social media for a while 

Consideration Stage: The artist has been comparing our platoform and services to others they've seen

Decision Stage: The artist decides to choose our platform and services

[lmald037]

Brand: Lululemon (Athletic Apparel)

Buyer Persona Name: Fit Fiona

Demographics:

• Age: 30-40
• Gender: Female
• Location: Urban area
• Lifestyle: Health-conscious, values fitness and wellness, works in a professional environment

Buyer's Journey:

Awareness Stage:
Fit Fiona realizes her current workout clothes aren’t comfortable or supportive enough for her active lifestyle. She often feels limited in her range of motion during yoga or high-intensity workouts and becomes aware that this impacts her performance and motivation.

Consideration Stage:
She starts researching high-quality, comfortable, and durable athletic wear that supports her activities, from yoga to running. She looks into different brands, reading reviews and comparing options, focusing on materials, fit, and style. She frequently hears positive things about Lululemon from friends and fitness influencers.

Decision Stage:
After trying out a few options in stores and reading more about Lululemon’s products, Fit Fiona decides to purchase a pair of Lululemon leggings. She’s impressed by their reputation for quality and durability, and she appreciates the brand’s focus on performance and comfort, which matches her active lifestyle.

Through this journey, Fit Fiona goes from being aware of her discomfort to choosing Lululemon as a reliable solution, influenced by research, peer recommendations, and personal experience with the brand.

[Graciouslygrace]

What's an example of a buyer persona with corresponding buyer's journey?

Awareness stage:

Example 

Gracious realises that she has not had anything to eat and is already feeling weak. Knowing how weak she is, she can't afford to prepare anything herself. 

Consideration stage:

Example 

Gracious starts to look in to restaurants online that has the meal she wants and does home delivery around where she stays within a short frame of time

Decision stage:

Example

Gracious eventually settles for a particular restaurant because they meet all her specifications and the reviews are positive.

[CynthiaWanjiru4]

Awareness Stage:
Example:
Maria realizes that her skin doesn’t look as vibrant as she wants, and she notices unevenness in her complexion, making her feel less confident. This prompts her to look into solutions for improving her skin tone and achieving a flawless look.

Consideration Stage:
Example:
Maria begins researching products that could help improve her skin’s appearance. She reads articles, watches tutorials, and sees product reviews on social media. She considers different makeup solutions, such as foundations, BB creams, and concealers, and learns about Maybelline's Fit Me foundation, which promises a natural, breathable finish. She becomes intrigued by its variety in shades and benefits for all skin types.

Decision Stage:
Example:
After comparing brands, Maria narrows her options and decides that Maybelline’s Fit Me foundation offers the coverage and color match she’s seeking. She reads final customer reviews and even checks if there are any deals. Convinced by the quality and price, Maria decides to purchase the Maybelline Fit Me foundation.