--- title: Buyer Persona Lesson Plan description: test --- - - [English](https://137828.hs-sites.com/epp-lesson-plans/buyer-persona-lesson-plan) # [![Hubspot](https://137828.hs-sites.com/hs-fs/hubfs/resources/img/HubSpot_Logo_2x.png?width=125&height=46&name=HubSpot_Logo_2x.png "Hubspot") Academy](https://academy.hubspot.com/) # Buyer Persona Lesson Plan Sorry, there doesn't seem to be any trainers who have this set of skills.. ### 1. Concept Introduction ### 2. Lesson Objectives ### 3. Learning Outcomes ### 4. Required Reading ### 5. Required Viewing ### 6. Examples ### 7. Projects ![](https://137828.hs-sites.com/hubfs/resources/svg/inbound-cert-orange-web-1.svg) # Buyer Persona Lesson Plan Creating a Buyer Persona is more than an exercise - it is one of the most critical activities any business does. A keen understanding of your ideal customer, gained through market research, internal consensus and customer interviews, will be the foundation of your marketing, sales and services efforts.  # Concept Introduction There are currently [3.2 billion](http://www.kpcb.com/blog/2016-internet-trends-report) internet users, but only a select few will become customers of any one business. How can an entire company align around attracting, converting, closing and delighting the right group of people? The answer is Buyer Personas. Buyer personas are semi-fictional, generalized representations of your ideal customers. Personas help everyone at a business -- in marketing, sales, product, and services -- internalize the ideal customer they’re trying to attract, and relate to their customers as real humans. Bill Aulet, Director of Entrepreneurship at MIT, argues in his book [Disciplined Entrepreneurship ](https://www.amazon.com/Disciplined-Entrepreneurship-Steps-Successful-Startup/dp/1118692284/ref=asap_bc?ie=UTF8)that a well-defined persona will help a company answer critical questions like: - What should your company messaging be? - What features should you prioritize? - Which products should you build? - Who should you hire to sell the product? - Who should you partner with? Creating a buyer persona is more than an exercise. It represents the user, your potential customer, your evangelist. Having a deep understanding of your buyer persona(s) is critical to everything related to customer acquisition and retention: from driving content creation to sales execution to new product development. Peter Drucker said “the purpose of business is to create and keep a customer.” Buyer personas ensure that every person at a company is focused on creating and keeping *the right customers*. # Lesson Objectives After completing this lesson plan, you should be able to: 1. Create a buyer persona for a chosen company 2. Conduct the marketing research needed to refine your buyer persona.  3. Use that persona to inform and improve the marketing strategy for a chosen company 4. Create a buyer persona in HubSpot # Learning Outcomes 1. Students will be able to define what a buyer persona is and the process for creating an effective persona. 2. Students will be able to explain how buyer personas can align the entire company around attracting, converting, closing and delighting the right types of customers. 3. Students will be able to create an effective buyer persona 4. Students will be able to suggest appropriate content and promotion channels to attract, convert, close and delight a specific buyer persona. # Required Reading **Reading 1:** In-depth article: [How to Create Detailed Buyer Personas for Your Business](http://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx) **Synopsis:** This article covers all of the basics of creating great buyer personas: - A working definition of buyer personas - Why personas are important - A brief introduction to the concept of exclusionary personas (more detail in Reading 2) - How to create personas - How to find people to interview when creating personas and tips for recruiting them to participate - 20 questions to ask your interviewees. In short, it’s the perfect, actionable guide to creating a great buyer persona.   **Reading 2:** Blog Post: [Everything Marketers Need to Know about Creating Exclusionary Personas](http://blog.hubspot.com/blog/tabid/6307/bid/33573/Everything-Marketers-Need-to-Know-About-Creating-Exclusionary-Personas) **Synopsis:** To explain what an exclusionary persona is -- sometimes also called a "negative" persona -- let's first briefly revisit the definition of a buyer persona. A buyer persona is an archetype of who your ideal customer is. It helps you identify who they are and what matters to them so you can market and sell to them more effectively. You create an exclusionary persona to do, essentially, the exact opposite; that is to say that exclusionary personas are archetypes of who you don't want as a customer that will help you identify who you should not spend time marketing and selling to. # Required Viewing The two lecture series below are a great introduction to buyer personas. The first series, presented by HubSpot Academy provides the business case and an in-depth walkthrough of creating an effective Buyer Persona.   The second video series is presented by Bill Aulet, the managing director of the Martin Trust Center for MIT Entrepreneurship at MIT and also a senior lecturer at the MIT Sloan School of Management. These bite-sized videos are a great, actionable pieces of advice on creating personas. **Video Series: MIT Bootcamp videos on Personas** Bill Aulet - [What is a Persona and How Do You Find It?](https://www.youtube.com/watch?v=tYlMmZNTuFM) - [How to Make a Detailed Persona Profile](https://www.youtube.com/watch?v=YDonCSaAcGs) - [How do You Find Find Your Persona](https://www.youtube.com/watch?v=HVR8M-fnujc) # Examples Check out these examples for inspiration on creating a great persona. Each persona example provides context on the company, the reason they created the persona, and what makes the example effective.  [Buyer Persona Example: Visual Creatives](https://137828.hs-sites.com/examples/buyer-persona-visual-creatives) [Buyer Persona Example: Fourdiaz Vargas](https://academy.hubspot.com/examples/buyer-persona-fourdiaz-vargas) # Projects Powerpoint Workbook: [How to Create Buyer Personas For Your Business](https://www.dropbox.com/s/3c6dherg9g6uu8l/Buyer%20Persona%20Template.ppt?dl=0) **How to use it** - This resource is an editable powerpoint workbook that students can use to create a buyer persona. Use it either as an in-class exercise or homework assignment.   **In HubSpot:** If you are using HubSpot, you can log in to your portal and complete the Buyer Persona project by [clicking here](https://app.hubspot.com/l/projects/templates/38375).  - ### Increase Your Traffic - [Ad Software](https://www.hubspot.com/products/ads) - [Blog Software](https://www.hubspot.com/products/blog) - [SEO Software](https://www.hubspot.com/products/seo) - [Social Media Software](https://www.hubspot.com/products/social-inbox) - [Content Optimization System](https://www.hubspot.com/products/content-optimization-system) - ### Connect With Leads - [Find New Prospects](https://www.hubspot.com/products/sales/sales-leads) - [Email Tracking](https://www.hubspot.com/products/sales/email-tracking) - [Sales Email Templates](https://www.hubspot.com/products/sales/email-templates-sales) - [Click to Call Your Leads](https://www.hubspot.com/products/sales/click-to-call) - [Email Scheduling](https://www.hubspot.com/products/sales/email-scheduling) - ### Close and Manage Leads - [Document Tracking Tool](https://www.hubspot.com/products/sales/document-tracking) - [Meeting Schedule Tool](https://www.hubspot.com/products/sales/schedule-meeting) - [Sales Automation Tool](https://www.hubspot.com/products/sales/sales-automation) - [Lead Management Tool](https://www.hubspot.com/products/crm/lead-management) - [Pipeline Management Tool](https://www.hubspot.com/products/crm/pipeline-management) - ### Support and Tools - [HubSpot Partners and Templates](https://marketplace.hubspot.com/products) - [Join a Local User Group](https://academy.hubspot.com/hubspot-user-groups) - [Get a Free Website Report](https://website.grader.com/?__hstc=20629287.9b90df7c031ad64040244c295c3ec618.1488319404768.1493665545637.1493668590597.89&__hssc=20629287.2.1493668590597&__hsfp=1920775576) - [Free Email Signature Generator](https://www.hubspot.com/email-signature-generator) - [Contact HubSpot Support](https://help.hubspot.com/) - - - - - - - - - - [English](https://www.hubspot.com) - [Deutsch](https://www.hubspot.de/?__hstc=20629287.9b90df7c031ad64040244c295c3ec618.1488319404768.1493665545637.1493668590597.89&__hssc=20629287.2.1493668590597&__hsfp=1920775576) - [日本語](https://www.hubspot.jp/?__hstc=20629287.9b90df7c031ad64040244c295c3ec618.1488319404768.1493665545637.1493668590597.89&__hssc=20629287.2.1493668590597&__hsfp=1920775576) - [Español](https://www.hubspot.es/?__hstc=20629287.9b90df7c031ad64040244c295c3ec618.1488319404768.1493665545637.1493668590597.89&__hssc=20629287.2.1493668590597&__hsfp=1920775576) - [Português](https://br.hubspot.com) - [Français](https://www.hubspot.fr/?__hstc=20629287.9b90df7c031ad64040244c295c3ec618.1488319404768.1493665545637.1493668590597.89&__hssc=20629287.2.1493668590597&__hsfp=1920775576) [![HubSpot Logo](https://www.hubspot.com/hubfs/HubSpot_Logos/HSLogo_gray.svg)](https://www.hubspot.com) Copyright © 2017 HubSpot, Inc. - [Legal Stuff](https://legal.hubspot.com/legal-stuff) - [Privacy Policy](https://legal.hubspot.com/privacy-policy) - [Site Map](https://www.hubspot.com/sitemap)