Internationalizing Buyer Personas Case Study: Going Faster in France

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Presented by

Christopher Englund and Marco Chieppe, HubSpot

About this talk

We all know the importance of a well-defined buyer persona. It tells everyone at a company who we sell to and what makes that person tick. A buyer persona is a fictional representation of your ideal customer. But, when a company grows globally, does that ideal customer change? Last year, HubSpot decided to "Go Fast in France." There was a lot of fanfare, hiring of French staff and several references to a famous cycling circuit. But, there wasn't a whole lot of thought given to exactly who were marketing, selling and servicing. Join me, Scott Abel, The Content Wrangler for a discussion with Christopher Englund and Marco Chieppe of HubSpot about the importance of building market-relevant buyer personas. You’ll discover how following a roadmap—and doing your research ahead of time—can help you develop international buyer personas that work.
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