Jul 11, 20215:39 PM - edited Aug 12, 202110:03 AM
HubSpot Employee
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?
I guess you could say I am a "buyer persona" for Seventh Generation products. Because I'm a long-time customer at this point my "Awareness Stage" is something like, "I'm out of dish soap," or "We're running low on toilet paper." The "Consideration Stage" just double-checking things like no "fragrance" in the product and that they haven't changed anything. The "Decision Stage" is usually deciding on which variation of their product I'm going to choose, and whether or not its available at my local health food store.
I'm a buyer persona for Hubspot: Dougie Down-and-Out
- Awareness: Feeling stagnant in my career, income not growing, feeling like I'm falling behind. I'm competing with so many others with my same or a similar skillset.
- Consideration: I decide to build new skills, particularly those with well-known certifications I can put on my LinkedIn, website, etc. HubSpot has a strong reputation and consistently ranks among the top recommendations for free, accessible
I'm a buyer persona for Hubspot: Dougie Down-and-Out
- Awareness: Feeling stagnant in my career, income not growing, feeling like I'm falling behind. I'm competing with so many others with my same or a similar skillset.
- Consideration: I decide to build new skills, particularly those with well-known certifications I can put on my LinkedIn, website, etc. HubSpot has a strong reputation and consistently ranks among the top recommendations for free, accessible certifications in my field.
- Decision: I ask ChatGPT about ways to make me more marketable, and they name HubSpot Inbound and Email Marketing as certifications I could get easily and on my own schedule. I take the first course (because it's accessible, free, and doesn't lock you in) and then continue with the certification.
Btw is anyone else experiencing glitches on this forum? I got an "unexpected error" the first two times I tried to post this!
My buyer journey for Hubspot matches yours! It's interesting how the Hubspot Academy is building a tribe of advocates for it's core products by offering free certifications that can be displayed on LinkedIn for profile enhancement. Many of us are job seekers or career changers looking to upskill - we are likely to take any positive experiecnce of learning from to our new orgs, potentially leading to a new client for Hubspot!
Imagine you have a VIP guest and only one chance to earn his friendship and bring him into your circle. If you fail, the opportunity is gone. To make it work, you prepare before he arrives: you research and study who he is so you can meet him where he is. You tune yourself as if you’re joining his frequency; even if you come from the opposite side, you create harmony. How? You align with his state of mind. You speak his language. You show gratitude and respect for his nature, behavior, taste, and culture. This reduces the risk of losing him and increases the chance of winning a lifelong friendship and his blessing.
Now treat every customer the same way as a once-in-a-lifetime chance to attract, engage, and delight with service so good they proudly introduce you to their circle and point to you as a benchmark of excellence in the market.
What a powerful journey to begin. Along the way, not only will you truly know each person, you’ll also discover a missing piece of your higher self in every customer you serve.
Nov 11, 20254:06 AM - last edited on Nov 11, 20254:47 AM by BérangèreL
Member
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.
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.
Brand: Notion (All-in-one workspace for notes, project management, collaboration)
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.
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.
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.
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.
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.
