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. 

[CMcCown]

My Buyers Journey 

1. Awareness: “I have a problem.” Boat cover is ripped, moldy, or missing, Cushions are cracked, faded, or uncomfortable. 

2. Consideration: “Who can I trust to fix this?” What's the Quality of materials,Turnaround time, Cost vs valueReviews and trust

3. Decision: “I’m ready—let’s go.Confidence in your professionalism, Clear timeline & expectations, A smooth, personal onboarding

[XueGao]

Buyer Persona for NOTION

Buyer Persona: Alex – Freelance Content Creator
Age: 30

Motivation: Wants to organize ideas and create content more efficiently

Challenge: Tools are too scattered; low efficiency; ideas get lost easily

Buyer’s Journey
Awareness: Alex realizes he often loses track of his creative notes.

Consideration: He searches for “content creation tools” and finds options like Notion and Obsidian.

Decision: After trying Notion and finding it flexible and easy to use, he subscribes and adopts it long-term.

[MRodabaugh]

well said! I love this practical application of a buyer's journey. Thank you for sharing for those of us who don't have a clear business to base our own buyer's journey on. 

[CrystalZhou]

As a target user of Grammarly, my buyer's journey began when I knew that I made a lot of grammar mistakes and my writing was not clear in my papers. During the process of consideration, I researched various writing tools, such as Microsoft Word Editor and Hemingway App. In the decision stage, I selected Grammarly Premium for its in-the-moment suggestions, ease of use, and for being capable of boosting my academic writing and improving my self-esteem.

[MGauvin1]

Brand: Walmart Grocery Store

Buyer Persona Name: Working Professional Bill

Awareness Stage:

Bill realizes at times he gets so busy with tight deadlines at work that he has no time to do groceries and other tasks that come with living in a rental space. Moreover, if he could get some help with tasks like groceries life could be better and free up some time to accomplish other tasks.

Consideration Stage:

While browsing online Bill notices that Walmart has a delivery service for groceries and the prices are reasonable. Moreover, Bill seems excited to use Walmart when needed as it will free up some time for other tasks to be completed.

Decision Stage:

Bill decides to go with Walmart grocery since the prices are reasonable, the e-commerce is intuitive and user-friendly and it’s convenient to be able to pick a time and day for the delivery that fits his schedule.

[ASattar]

Brand: Apple

Buyer Persona Name: Tech-Savvy Tina

Awareness Stage:

Tina realizes her current laptop is slowing her down, causing frustration and lost productivity. She becomes aware that a new, more powerful laptop would help her manage her work and personal tasks better.

Consideration Stage:

Tina starts researching different brands, reading reviews, and looking into various features like performance, design, and ease of use. She’s considering both MacBooks and high-end Windows laptops, comparing specifications like battery life, processing power, and build quality.

Decision Stage:

Tina decides to go with Apple after comparing prices and reviews. The sleek design, user-friendly interface, and strong ecosystem of Apple products (like iPhone and iPad) are the deciding factors. She purchases the MacBook online, choosing the model that best suits her needs.

[EBrowne]

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

Adobe

Awareness stage: As a photographer, I need software to process my images.

Consideration stage: I have a choice of using either Photoshop and/or Lightroom

Decision stage: I have decided to use both as contingency purposes

[MBailey74]

I agree with this. It is important for inbound marketers to follow all of these steps to impress customers.

[rayyti29]

I'm a buyer person for Youtube premium. 

Buyer's journey

Awareness Stage: I wanted to listen to music anywhere and have access to all kinds of music videos. 

Consideration Stage: I checked out Spotify and Youtube and Apple Music.

All three apps allow you to listen  offline . All three apps allow you to download saved playlists.

Spotify and Apple Music were cheaper at the time. But neither had live videos. I wanted to be able to listen to live music videos of popular songs, and I also wanted to be able to listen to my favorite philosophical Youtubers. 

Decision Stage: I chose Youtube Premium because they satisfied that need.

[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.