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Treat Me Like a Person, Not a Persona [The Customer Code Series]

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20.11.2018

Editor’s note: This is the third post in an 11-part series on the HubSpot Customer Code. You can subscribe to the full series here.

Businesses need customer personas.

Personas are a powerful tool to help align vectors. When everyone understands who your customer is, what their problems are, and how your business can help them you find that making decisions about hiring, budgeting, and even specific tactics becomes much easier. We’re big fans of personas at HubSpot, and even built a tool to help people make personas.

But while a business sells to a persona, people sell to other people.

A person has fears, hopes, and dreams.

A person is unique.

Not only is treating your prospects and customers like people the right thing to do, it’s also the smart thing to do. Here’s one story that demonstrates this pretty well:

Our email marketing team is always tweaking our email process to improve engagement. By early 2017, they had tried some clever ways to segment and promote content to our list:

Segmenting by the topic of the first offer downloaded (i.e., social media, email marketing) — showed some positive results.

Segmenting by business goals of the first........

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