Create a customer persona by using Asana as a case study for building a B2B marketing profile. This article outlines how to gather and structure both qualitative and quantitative data to define your target audience.
Key Insights
- Customer personas are semi-fictional profiles built from both demographic (age, income, job title) and psychographic (goals, pain points, interests) data to represent a brand’s ideal target audience.
- Asana, a B2B work management platform, serves as the example brand for building a persona using HubSpot's persona creation tool, which is tailored for business-to-business applications.
- Customer personas help unify an organization’s understanding of its target market, improving alignment across marketing, product, and sales teams.
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We're going to do one exercise before we move on to the next section. And this exercise is about building a customer persona as a way to represent your targeted audience. But before we discuss more details about what a customer persona is, let's first just introduce our focus brand for this exercise.
Asana is an American software company based out of San Francisco whose flagship brand, Asana, is a web and mobile work management platform, similar to Microsoft Teams, Monday.com, a work team management platform. Incidentally, it was founded by Dustin Moskowitz, who was one of the initial founders of Facebook, now Meta. But we're picking this as a business-to-business brand.
It targets business professionals with this software platform. So, what we're going to do for Asana is develop a targeted audience for Asana using a buyer persona tool. This particular tool comes from HubSpot.
So first, what is a persona? A persona is a detailed, semi-fictional representation of your targeted customer who is informed by both qualitative information, what they feel, what they want, their challenges, that type of information, and quantitative data, the demographics, their age, income, gender, that type of stuff. And it comes from the sources that we were discussing before, your internal data or market research, or other market data that might exist. And what the goal is to build a one-page representation of the key traits of your ideal consumer, age, gender, education, their jobs, life, interests, and as I was mentioning, you know, objectives, goals, aspirations, pain points, challenges, right? It's all going to be on one sheet, both demographic and psychographic aspects of your consumers.
So all members of your organization, marketing organization, will know a lot about the customers you are targeting, right? And will get into the type of data that will exist in this persona. Now, the particular one that we're going to use is the HubSpot one, which is best for B2B clients, you know, business-to-business clients. The other link I shared here from an interactive rockcontentblog.com is a blog that is more directed towards consumers, right? If you want to do C2C, you know, type of marketing.
If you want to do a persona that's more oriented towards C2C, you can use that link, but the one I'm going to do an exercise on with Asana is the HubSpot one.