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. 

[EastWestPest]

As a homeowner dealing with recurring pest issues, I’d fit the “Concerned Homeowner” buyer persona for East West Pest.

Awareness Stage: I started noticing signs of termites and realised the problem could get serious if ignored.

Consideration Stage: I researched pest control options, focusing on companies that offered safe, reliable, and environmentally friendly solutions. That’s when I came across East West Pest’s services and read about their professional, long-term approach to pest management.

Decision Stage: After comparing reviews, transparency, and service guarantees, I chose East West Pest because they seemed genuinely focused on prevention and customer care, not just quick fixes.

Now I recommend them to anyone looking for trustworthy pest control and peace of mind.

[BOkafor14]

Hmm interesting 

[HBisht6]

Buyer Persona

• Age :22

• Location: Mumbai
• Profession: Aspiring Digital Marketer 
• Goals : To master email marketing ,build confidence and eventually run  campaigns that connect with real people.
• Challenges : New to the field , Needs guidance and clear example to understand

Buyer's Journey 

Awareness: She wanted to learn email marketing but didn’t know where to start.

Consideration: She explored different platforms- Coursera, Udemy, etc.—and compared their content and community.

Decision: She chose HubSpot because of its structured learning, certification, and professional network.

[yuvaraj07]

Buyer Persona: Remote Working Professional Rachel

• Age: 34

• Job Title: Freelance Graphic Designer

• Goals: Stay productive, maintain a healthy work-life balance, and use tools that streamline her workflow.

• Challenges: Distractions at home, time management, and staying connected with clients and collaborators.

• Preferred Channels: Instagram, YouTube, blogs, and email newsletters.

• Values: Efficiency, aesthetics, flexibility, and affordability.

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Brand: Notion (All-in-one workspace for notes, project management, collaboration)

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Rachel’s Buyer’s Journey with Notion

Awareness Stage:

Rachel feels overwhelmed juggling multiple tools: Google Docs for notes, Trello for task management, Slack for communication, etc. She's frustrated with switching between apps and notices her productivity suffering.

• Trigger: Watches a YouTube video on “Top Productivity Tools for Freelancers.”

• Content consumed: Blog posts about productivity hacks, Instagram reels from digital nomads showing clean, all-in-one dashboards.

• Realization: “Maybe my current setup is what’s slowing me down.”

---

Consideration Stage:

Rachel now actively searches for all-in-one productivity tools. She’s comparing features, user experience, and cost.

• Searches: “Best productivity tools for freelancers,” “Notion vs Trello vs Asana.”

• Engagement: Watches Notion tutorials on YouTube, reads reviews on Reddit and tech blogs, signs up for a free trial.

• Questions she asks:

  • Can I manage both client projects and personal tasks in one tool?

  • Will it be easy to learn?

  • Can I customize it to match my visual style?

---

Decision Stage:

Rachel is impressed by Notion’s flexibility and aesthetic appeal. She tests it out for a week, joins a Notion productivity newsletter, and sees how easily she can consolidate her workflows.

• Final push: A fellow freelancer shares a beautiful Notion template for client project tracking.

• Action: Rachel subscribes to a paid Notion Personal Pro plan and starts building her dashboard.

• Outcome: Rachel is now a loyal Notion user and shares her setup on social media, becoming part of their organic marketing loop.

[Zac1]

A brand I am a buyer persona for would be the running app, Runna. A problem I have when it comes to running is a structured plan, motivation and goal setting in running. They have identified me as someone who already uses Strava and their service allows me to link the two platforms, sharing my progress with fellow runners and maintaining a level consistency, and ultimately achieving my goal.

[HNeal]

Brand: Brita

Awareness Stage: I needed a way to clean faucet water for drinking

Consideration Stage: I did not want to install a new water filter system, I prefered to have a product that was affordable and portable 

Decision Stage: I have found the Brita Pitcher filter that allows me to clean and store clean water.

[DianaKurzka]

Brand: INSIGNIA

Awareness Stage: I needed a better camera to use with QuickTime for recording my YouTube talks, as the resolution on my old Mac Book Pro camera is not high enough quality.

Consideration Stage: I did not want to buy a new computer. I thought I might need to buy a new camera. I researched online and learned that I could use my iPhone 15 for recording by synching it with QuickTime, however my iPhone's C USB isn't compatible with my Mac's A USB. I then did research on what was the best cable for my needs. 

• Decision Stage: Once I understood what specific type of cable I needed, I used ChatGPT to narrow down the highest quality brand for my recording needs. I then searched for that particular cable and ordered it online from a brand I had never heard of before. My decision was made based on the cable meeting my specifications and also on the store that could ship it to me the fastest.

[vrtheresa]

Brand: Lush Handmade Cosmetics

Awareness Stage: I need a mask to help with my skin. 

Consideration Stage: I want a product that is natural, ethical, and handmade. 

Decision Stage: Lush has products that fit the values I care about. Being able to get their products online saves me time driving more than half a mile away to the physical store.

[Z234]

Acquisition.com

[Daniel-1O]

My mobile data subscription it just shows how inbound works 

[Sittie]

Hi

[Click4cart]

Awareness Stage: I want to offer a specific products with 2 or 3 brands with thier benifts for him/her, Also tell market research about that products is useful.  

Decision Stage: stage -1 Update all information about the products to make sure for his/her desion making to purchase the products. finally my information will correct and he/she will compare my information with friens or internet. only thinks deoponts upon your information build the trust with customer. Once a costomer trust on you and your information . that time is final desion i n your products . finally his/her desion to purchase your Products.  

[Swala2025]

Buyer Persona: Comfort Mwila, 28–45, middle-income, small business owner/professional.

• Awareness: Realizes she needs a reliable supplier.

• Consideration: Researches and compares options.

• Decision: Chooses Dream Shift General Dealers Limited for quality, price, and reliability.

[MParker1]

awareness stage- buyer for young living essential oils researching what best help with my anxiety 

consideration stage-i look into the different types that will help and also research other types or brands 

decision stage- realizing young living is the best brand for me and picking out lavender because it is calming 

[SSharpe]

• Awareness Stage: I am trying to sell my cuurent home and I am researching strategies to help it sell faster.
• Consideration Stage: I learn that one option is offering a home warranty to the buyer.
• Decision Stage: I research warranties onlne and compare different options and pricing.

[RWhitely]

A brand that I'm a buyer for is Samsung.  I'm dedicated to their products but even though I hold them in high regard I always do my research and comparisons prior to making a decision to buy.

[chighsmith]

Hi @RWhitely,

That’s a great example! Your approach highlights how even loyal customers go through the research and comparison stages before making a purchase, showing the importance for brands like Samsung to provide helpful information and competitive comparisons throughout the buyer’s journey.

We're looking forward to seeing more of your contributions!

Cassie, Community Manager

[Camkrist]

Brand: Orangetheory

Awareness Stage: I hit a plateau at my local gym. I didn’t feel motivated to create my own workouts after work and started skipping altogether. The gym was always crowded, and I couldn’t get a solid workout in. Orangetheory was in the same parking lot, and I constantly saw the bright orange lights, heard the music, and watched people walking out sweaty after just 50–60 minutes.

Consideration Stage: I started looking into other gyms in the area, online coaching, follow-along programs, and structured classes. I needed something that was already built out, so I could just show up and get it done without me overthinking it.

Decision Stage: Orangetheory stood out because it’s class-based, community-driven, and goal-oriented. Everyone’s there to get a great workout, no matter their fitness level. The energy is high, the music is great, and they run monthly challenges and benchmark workouts so you can track your progress. That mix of accountability, structure, and motivation sealed the deal for me. Plus, no matter where you are in the country, benchmark days are the same! I have a friend in Florida, and we always compare results!

[RParrent]

Brand: Juice Plus+

Awareness: Realizing my issues with energy, focus, overall health, wellness, sleep, weight, etc.

Consideration: Complete overhaul of my diet and behaviors, looking for supplementation to support me as I modify behaviors, or magic pills. 🙂

Decision: Supplementation and simple changes (one at a time). Evaluating products and exploring first-party research that demonstrates the effectiveness of their products (not borrowed research on base ingredients). Juice Plus+ is the best option to bridge the gap between what I should eat and what I do eat. They have the research and longevity I can rely on, and they encourage small steps to help me get on track for a healthier lifestyle.

[Derrickleo]

Brand: Moko Home + Living (a Kenyan furniture and home decor brand)

Buyer Persona: Derrick, the Comfort-Seeking Urban Professional

As a young professional living in Nairobi, I prioritize comfort, durability, and style when it comes to home furniture — especially at a reasonable price. I'm always on the lookout for brands that understand modern tastes and offer convenience in delivery and customer support.

Awareness Stage:

While browsing Instagram for ideas to improve my living space, I started noticing several ads and user-generated posts featuring cozy, stylish sofas with positive reviews. I wasn’t actively looking to buy a couch at the time, but I realized my current one was uncomfortable and outdated — that’s when I became aware I had a problem.

Consideration Stage:

I began researching affordable, high-quality sofas in Nairobi. I compared local brands, checked out online catalogs, read customer reviews, and watched video testimonials. Moko stood out because of their transparency in pricing, strong social proof, and unique "Moko style" — both playful and practical.

Decision Stage:

I reached out to their team via WhatsApp to ask about delivery timelines and payment plans. Their quick, friendly responses made me feel confident in their service. After comparing a few models and seeing more customer feedback online, I placed my order. The seamless purchase experience and timely delivery confirmed I had made the right decision.