Once you know the persona you have to recognize that your specific persona is at different stages of the buying journey. 

Jose shares an example of a HubSpot buyer who can be a founder who’s interested in understanding if they need a CRM platform for their business. Not everyone who would interact with HubSpot’s content or go to their website is a founder who already knows they need marketing tools and they need automation because they need to do email marketing. That’s an example of an advanced buyer. Some people might be coming to HubSpot to compare it to another CRM tool before they decide. Those are decision-stage buyers that are at the end of their buying process - about 5% of buyers are at this stage. About 15% of buyers are people in the consideration stage deciding what solution they need. That’s why HubSpot’s content helps customers understand whether they need a CRM platform or whether they should use Google sheets or just a normal notebook. Jose shares that the rest of the people are in the awareness stage. They're experiencing a problem and trying to better understand it. 

The idea is to have content for your buyer persona at every stage of the buyer's journey. So when you’re thinking of your marketing strategy, keep that in mind. The most common mistake companies make is only creating content for the decision-stage buyers and not addressing awareness and consideration-stage buyers. E.g. Buy now, book now - which is great for the 5% of people on your website who are ready to buy, but not that great for the other 95%. Jose highlights the importance of ensuring that you consider all three stages of the buyer's journey when developing your website, your content, and other assets.

Learn more about Jose Martins, leading Hubspot for Startups Growth & Partnerships in USA & Canada:
https://www.linkedin.com/in/growbetter/

Learn more about HubSpot for Startups:
https://www.hubspot.com

Learn more about BonBillo’s Social Entrepreneurship Programs:
http://bonbillo.com/