#Unpacked EP 19: Buyer Personas

 

George Thomas:
All right. Remington Begg, guess what? That was the fastest ever.

Remington Begg:
It is time.

George Thomas:
It is time. That was the fastest ever of us going from like hitting a button to being live. And are you back?

Remington Begg:
I'm back.

George Thomas:
All right. There we go. My goodness. So we are here for an episode of Sprocket Talk Unpacked, and Remington, it's funny because we started kind of talking about this topic last week and then you're like, "Wait, wait."

Remington Begg:
Someone got a soapbox.

George Thomas:
We will not name who that someone was, but we definitely need to ... Hey, what are you doing there? We definitely need to unpack this a little bit more. So we're going to talk about personas today and we're going to see what we can kind of get into. So Remington, where do you want to start when it comes to thinking about personas and kind of the way HubSpot has sold or taught or positioned them inside the tool, where does your mind go first?

Remington Begg:
So it automatically goes to what the heck is a persona? I mean that's the easy way of kind of unpacking that. But even further so, maybe you should answer this George. Like what is the reason for a persona in the first place?

George Thomas:
I love that you asked me that. So it's funny because there's kind of two things that come to my mind, Remington. The first one is that it's very important, I mean vitally important that you know who you're actually speaking to when you're taking the time to create all this content. Now, first of all, let me just back up a second and say, creating all this content. And creating all this content isn't cheap. And so if you start out and you're just trying to talk to everybody, which by the way, if you're talking to everybody, you're talking to nobody, then you're wasting money. You're literally flushing cash down the toilet for your business because you don't have specified people who you want to talk to.

George Thomas:
So part of this is conversation related and having a voice and an understanding of the problems that they're facing. Or let's even go like this with the roles, goals, and challenges of their life. Okay.

Remington Begg:
Roles, goals, and challenges of their life.

George Thomas:
Yes, roles, goals and challenges of their life and then being able to create all this content to those things. Okay. Now the second part of this that is fundamentally important is for less segmentation. HubSpot is a big database. That's false

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