Know-How Exchange : E-Marketing

Yes. I've been creating personas in marketing for years. The more detailed you tom the easier it becomes to write for that person. As a practice persona-based marketing can give you a closer bond with your ideal customer, even thought the persona is an amalgam.

not everybody does it, but it can certainly help.

Example: 20 years ago, I was working for a client who sold graphic design and printing and technical writing, all under one roof. My client was a middle-aged man who was going bald. My mission was to identify marketing communications people who were also middle-aged men. He said he could not sell to young women.

Years later, my client sold the business to a larger printing and graphics company. But this company sold to two distinct markets. When they sold to a particular vertical market, they promoted themselves as having graphics design and printing under one roof. But when they sold to graphic designers, they used a different company name and didn't mention their (competing) capabilities in graphics design.

I've recently started using buyer personas myself and I do agree that it has given me a better understanding of who I'm creating content for and who I'm selling to more so then just targeting a vast demographic. My advice would be to take some time and create a few detailed buyer personas and if you don't see the advantages have a talk with your Hubspot marketing rep and tell them why you don't find buyer personas useful.

Personas are your target market taken to the next level. Creating them may seem like a waste of time at first, but they can uncover opportunities that you may not have originally thought of.