strategy
strategy
Sales
Buyer persona
You don’t need a new campaign. You need a clearer buyer persona.
Jelica Agger Sørensen
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When sales isn’t converting, the first instinct is usually: ‘Let’s launch a new campaign'. New angle. New creative. New landing page. But here’s the problem: If you’re unclear on who you’re targeting, none of that will land — no matter how polished it looks.
Because content that speaks to everyone rarely connects with anyone.
Buyer personas aren’t just a branding exercise. They’re the foundation — the very base upon which everything else is built:
- your brand identity
- your go-to-market strategy
- your website
- your content
- your campaigns
- and even your sales motions.
A good persona isn’t a name and a stock photo. It’s real clarity around who your buyers are, what they care about, how they make decisions, and what keeps them stuck.
And yet, this step is often skipped — or done once, never revisited, and forgotten in a folder.
But how do you know who your buyer personas are?
This isn’t something marketing should define alone.
Your buyer personas should be part of your core growth strategy — shaped by insights from sales, leadership, customer success, actual client conversations, and sometimes your best guess.
Everyone — from your CEO to your business developers — should be able to name your top 3–5 personas.
Not just their job titles, but their challenges, goals, objections, and what actually motivates them to act.
If your company can’t do that today, you don’t need more content.
You need to start at the foundation.
Want help getting started?
HubSpot’s free Buyer Persona Builder is a great tool to structure your thinking. It won’t give you all the answers — but it’ll help you ask the right questions.
Because when you truly know your buyer, everything else — your messaging, your content, your follow-up — becomes sharper. More focused. More relevant. And a lot more likely to convert.
