Create and edit personas

Personas are fictional, generalized characters that encompass the needs, goals, and behavior patterns of your customers. The Persona contact property in HubSpot helps you target certain groups and categorize your contacts.

Learn more about generating personas with the Make My Persona tool, or refer to a video lesson about using buyer personas.

Create personas

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Properties.
3. In the search bar, enter Persona.
4. Click the Persona property.
5. On the pop-up property editor screen, click the Field type tab.
   • Click add Add another persona.
   • In the right panel, enter information into the fields about your persona such as name, goals, and demographics, then click Save.
   • In the upper right, click Save.

Edit personas

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Properties.
3. In the search bar, enter Persona.
4. Click the Persona property.
   1. Hover on a persona and click Edit.
   2. In the right panel, make changes, then click Save.
   3. In the upper right, click Save.

Delete personas

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Properties.
3. In the search bar, enter Persona.
4. Click the Persona property.
   • Hover on a persona and click Edit.
   • In the right panel, click Delete.
   • In the dialog box, click Delete persona.
   • In the upper right, click Save.

When you've created personas, you can filter your contacts by the Persona property in saved views or segments, and use the property in forms or reports.

Please note: when you use the Persona property as a field in your form, the options will display the description of the persona rather than the name.