Jul 11, 20215:26 PM - edited Aug 12, 202110:01 AM
HubSpot Employee
Who is your business's buyer persona?
If you want your company to grow better, you need to have a deep understanding of your ideal customer. What does your business's primary buyer persona look like?
In the comments below, share the following:
Name (of persona)
Demographics
Motivations
Challenges
Etc.
*To learn more about this, check out the Creating Buyer Personas lesson via HubSpot Academy.
Demographics: Typically aged 30-60, homeowners or small business owners who take pride in maintaining their property and ensuring a safe, healthy environment for family, staff, or tenants.
Motivations: They value long-term solutions over quick fixes. They’re motivated by the desire to protect their property investment, avoid costly damage, and maintain peace of mind knowing pests are handled professionally.
Challenges: They often struggle with finding a pest control provider they can truly trust - someone who’s transparent, reliable, and doesn’t rely on harsh chemicals.
At East West Pest, we’ve built our services around understanding these exact needs - providing effective, eco-conscious pest management that puts safety and trust first.
1. Hands-full Hannah: a small business owner with a team of about 1–5 people, she's in her 40s, who’s either just getting started or in a growth phase. She usually needs a pro marketer to step in (virtually or remotely) and take marketing off their plate so they can focus on running the business.
2. Expert Ellie: an experienced working professional, mid to late 30s, who wants to build their personal brand and grow their online presence as a thought leader. Helping them plan, create, and publish calendarized marketing content at scale.
Demographics: • Female, 22–34 years old • Urban professional or student who travels frequently (for work, leisure, or fitness) • Middle to upper-middle income • Lives in major cities like Boston, New York, or Los Angeles
Motivations: • Wants to maintain her skincare routine while traveling or on the go • Values aesthetics, organization, and premium-quality products • Seeks brands that align with sustainability and wellness values • Loves products that simplify daily routines without compromising results
Challenges: • Struggles with skincare products overheating or leaking while traveling • Finds it difficult to stay organized with multiple skincare bottles • Worries about TSA restrictions and packaging convenience
Personality & Behavior: • Social media–savvy, follows beauty influencers and dermatologists on Instagram/TikTok • Makes purchasing decisions based on peer reviews, design, and functionality • Prefers modern, minimalist brands that combine luxury with purpose
Goals: • To protect her skincare products and keep them cool anywhere she goes • To look and feel confident even when traveling
Name: Creative Cathy Demographic: Woman, 25-34, United States Motivations: Finding something to read while grabbing a cup of coffee on the weekends. Challenges: Economic standing, location to book stores, time.
Values: A fair price, community, emotional expression, literature/arts/poetry.
Her name is nothando she is a mother leaving in Zimbabwe running a small business selling second hand clothing im her community... she uses our services to send her kids care packages to boarding school, to find affordable grocery items and clothes for her and her kids in south african and to transport her second hand stock to Zimbabwe
Demographics: 28–45 years old, based in the U.S. (urban areas like Dallas, Austin, New York), running a small-to-mid sized business or startup.
Role/Industry: Founders, CTOs, or Marketing Directors in SaaS, eCommerce, or service-based businesses.
Motivations: Wants to scale the business quickly, improve customer experience, and stay ahead of competitors through technology.
Challenges: Limited in-house development resources, difficulty choosing the right tech stack, and needs a reliable partner to deliver scalable, secure digital solutions.
Goals: Launch user-friendly apps/web platforms, reduce time-to-market, and increase ROI from digital investments.
This persona values trust, transparency, and measurable results, which makes inbound strategies a perfect fit to connect with and serve them.
Hello, I work in Insurance brokerage. A main buyer persona for a modern insurance brokerage might include:
“Annabelle Jones”
Age: 32
Gender: Female
Small business owner: occupation in a consulting firm.
This is the marital status with respect to being married with one child.
Location inside United States: Urban or suburban area.
Annual income: $85,000
Education: Such a higher degree like that of a Bachelor's.
Wants protection that is reliable for assets family and business.
Needs skilled help on tough choices yet favors online means to gain speed.
Insurance providers value transparent communication and trust.
Values online quotes and information, as time is constrained.
Worries come about because of gaps that are in coverage; finds that insurance terms are confusing.
Price matters though offers that seem “too good to be true” make it wary.
Investigators study online prior to contacting agents.
Values social proof also reads reviews and seeks referrals from friends or from colleagues.
Prefers to have clear communication without jargon also flexible products. Life or business evolves, so products must adapt accordingly.
Goal-oriented and organized.
Brand reputation is something that it cares about, in addition to ethical business practices.
Industry trends on social media are followed; business and personal finance media are consumed regularly.
This persona acts as a representation of a savvy busy professional. The persona values convenience, clarity, and trustworthiness in insurance services.
Name-Motorcycle Mandy Geez why are you doing this stop it
Demographic- A 45-year-old woman who works long hours, loves to ride motorcycles, and collect shot glasses and refrigerator magnets of places she wishes to visit.
Motivation-Her primary goal is to carve out personal time for relaxation, hobbies, and self-care amidst a demanding work schedule.
Challenges- Being overwhelmed. The idea of planning a trip or a large self-care activity feels overwhelming, as it's just another task on her already-full plate.
Demographics: Typically younger couples, early 20's to mid-30's. But also retired couples and individuals.
Motivations: Vivians appreciate features and benefits but cannot afford premium products, so they are seeking the sweet spot between price and benefits--in other words good value. They also do not want the cheapest product either.
Challenges: Older Vivians will look at resources such as Consumer Reports or recommendations from family or friends. Younger Vivians will seek out reviews online.
Etc.: The key is to identify key needs such as durability or safety and highlight those features of teh product
Demographics: Millennial dog parent(s), typically 25-40, live in a pet-friendly home or apartment and consider their dog a family member
Motivations: Wants to give their dogs clean, organic treats with no additives or preservatives
Cares about quality, transparency, and sourcing
Seeks out brands with personality and values (e.g. sustainable or small business)
Challenges: Hard-to-chew or oddly textured treats for picky or older dogs
limited options for dogs with food allergies
finding trustworthy brands without the laundry list of ingredients
Where they shop/ Where you can attract them:
Farmers markets, boutique pet stores, Social media (Instagram, TikTok), Festival/ pop-up events within community, Dog socials, Dog parks, and small e-commerce sites
Demographics: Female, 30–45 years old, based in urban or suburban Nairobi. Middle to upper-middle class. Often a homeowner, interior designer, property manager, or a parent.
Profession: Employed professionals, business owners, or decision-makers in schools, real estate, and hospitality sectors.
Motivations: Sarah values clean, modern aesthetics, low-maintenance living, and environmentally friendly solutions. She wants to enhance her outdoor or indoor spaces with lasting beauty while saving on water, gardening costs, and time.
Challenges: She’s frustrated by constant lawn maintenance, muddy compounds, or poor-quality landscaping. She struggles to find reliable suppliers who offer quality artificial grass and expert installation without hidden costs or delays.
Goals: To invest in durable, safe, child- and pet-friendly surfaces that improve her property's look and value. She wants solutions that are fast, professional, and visually appealing.
Behavior: Active on Instagram, Facebook, and Pinterest. She researches visually, compares vendors, and is influenced by testimonials, before/after photos, and customer reviews.
