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How do I create and edit buyer personas in HubSpot?

Buyer personas are fictional profiles that represent your ideal customers: their goals, challenges and behaviors. In HubSpot, personas are stored in the Persona contact property. This lets you group contacts by persona and tailor your marketing to each one. Personas are available on all HubSpot plans.

Tip: if you haven't defined your personas yet, HubSpot's free Make My Persona tool can help you draft them.

Create a persona

  1. In HubSpot, click the settings icon in the top navigation bar.
  2. In the left sidebar, click Properties.
  3. In the search bar, type Persona, then click the Persona property.
  4. In the property editor, click the Field type tab.
  5. Click Add another persona.
  6. In the right panel, enter details about the persona, such as its name, goals and demographics, then click Save.
  7. In the upper right of the property editor, click Save again to keep your changes.

Edit a persona

  1. Go to Settings > Properties, search for Persona, and click the Persona property.
  2. On the Field type tab, hover over the persona and click Edit.
  3. Make your changes in the right panel and click Save.
  4. In the upper right, click Save again.

Delete a persona

Before you delete: check whether any contacts are assigned to the persona. Filter your contacts by the Persona property, then bulk edit them to a different persona so they aren't left uncategorized.

  1. Go to Settings > Properties, search for Persona, and click the Persona property.
  2. On the Field type tab, hover over the persona and click Edit.
  3. In the right panel, click Delete, then click Delete persona in the dialog box.
  4. In the upper right, click Save.

Use your personas

Once your personas are set up, you can:

  • Assign personas to contacts by editing the Persona property on a contact record, or bulk edit several contacts at once from the contacts list.
  • Filter contacts by persona in saved views and segments.
  • Add the Persona field to forms so visitors can choose the description that fits them best.
  • Report on personas to see how each group engages and converts.

Please note: when you add the Persona property to a form, visitors see each persona's description, not its name. Write descriptions that make sense to visitors, for example "I manage marketing for a small business."

Need help defining or setting up personas? Contact the Gate 39 team through the Customer portal.

 References
[1] HubSpot – Create and edit personas (updated Nov 4, 2025)