How to Create and Edit Personas in Hubspot

Using Hubspot personas correctly helps you segment your database, personalize marketing, and align sales and service around shared customer profiles. This guide walks you through every step to create, edit, and manage personas inside your Hubspot account.

What a Hubspot Persona Is and Why It Matters

A persona in your CRM is a semi-fictional representation of your ideal customer based on real data, behavior, and goals. In Hubspot, personas are stored as a special property and can be applied to contacts, companies, and deals for powerful segmentation.

Personas allow you to:

Target email campaigns more precisely
Customize website content and CTAs
Align sales messaging with marketing
Report on performance by persona type

Because personas are a core CRM property, they are also available in lists, workflows, and custom reports.

Before You Build Personas in Hubspot

Before you start creating personas in the software, first define who your ideal contacts are in the real world. Talk to sales, service, and marketing teams, and review existing customer data.

Consider documenting:

Job titles and seniority
Industry and company size
Typical goals and challenges
Decision-making style
Preferred communication channels

Once you have these details ready, you can translate them into structured persona records inside your CRM.

How to Create a New Hubspot Persona

You manage personas from the settings area. Follow these steps to create your first persona profile.

Step 1: Open Hubspot Settings

Log in to your Hubspot account with a user that has access to property settings.
In the main navigation bar, click the settings gear icon to open the settings area.

Step 2: Go to Properties and Find the Persona Property

In the left sidebar, select Properties under the Data Management or similar section, depending on your version of Hubspot.
Use the search bar to look for the default property named Persona.
Click the property name to open its configuration screen.

The Persona property is created by default in Hubspot and is typically a dropdown select field that lists all defined personas.

Step 3: Add a New Persona Option

Within the Persona property editor, go to the section that lists existing options.
Click to Add an option or similar button provided by Hubspot.
Enter a clear persona label, such as “Marketing Manager” or “IT Decision Maker”.
Optionally, set an internal value if available, keeping it simple and descriptive.
Save your changes to update the property.

After you save, the new persona appears as a selectable value anywhere the Persona property is used in your CRM.

How to Configure Detailed Persona Records in Hubspot

Beyond adding options to the Persona property, you can configure full persona records in Hubspot for richer descriptions and better alignment across teams.

Step 1: Open the Dedicated Personas Tool

In your main navigation, go to the Marketing section (or the equivalent menu, depending on your portal).
Select the entry that opens the personas management tool. This is where you can create in-depth persona profiles with more content than a simple property option.

Step 2: Create a Persona Profile

Click the button to create a new persona.
Add basic persona details, which can include:
- Persona name
- Representative job title
- Demographic information
- Goals and primary challenges
- Typical buying triggers
Fill in narrative sections to explain what motivates this persona and how your product or service helps.
Save to create the persona record.

These richer persona records support content planning, onboarding for new team members, and sales enablement activities.

Assigning Personas to Records in Hubspot

Once personas are configured, you can assign them to contacts, companies, and other records so they become useful in day-to-day work.

Manual Persona Assignment

To manually assign a persona:

Open a contact or company record in Hubspot.
Find the Persona field in the left sidebar or property section.
Click the field and choose the correct persona from the dropdown list.
Save or confirm your change.

This approach is best when editing a small number of records or when the correct persona can only be known after a direct conversation.

Bulk Persona Assignment with Hubspot Tools

For larger databases, use automation and bulk editing features:

Bulk edit from a contacts or companies table: select multiple records, click Edit, then set the Persona property for all selected objects.
Workflows: build enrollment criteria (for example, job title contains “Director”) and then set the Persona property automatically.
Imports: include a Persona column in CSV files to update personas when importing records.

Always test workflows and imports with a small subset of data before updating your entire Hubspot database.

Editing and Managing Existing Hubspot Personas

Over time, you may need to update or retire certain persona options as your business evolves.

How to Edit Persona Property Options

Return to Settings > Properties in Hubspot.
Search for the Persona property and open it.
Locate the option you want to change.
Edit the label or internal value as needed, being careful to keep naming consistent and clear.
Save the property.

Edits to existing options will automatically apply wherever that persona is in use. Review your active lists and workflows after updating names to ensure documentation and automation rules are still accurate.

How to Deactivate or Remove Personas

In some cases, you may want to limit use of a persona without breaking historic data.

Deactivation: If supported in your version of Hubspot, deactivate an option so it is no longer available for new records but remains on existing records for reporting.
Replacement: Create a new persona and use workflows or bulk edits to move records from the old persona to the new one before deactivating or removing the old option.

Always export a backup of key reports before removing options that have been heavily used in lists or dashboards.

Using Hubspot Personas in Segmentation and Reporting

After setup, personas become one of the most powerful segmentation tools inside your CRM.

Common Ways to Use Personas

Smart lists: Build active lists that pull in all contacts with a specific persona. Use these lists for email campaigns or nurture tracks.
Personalized content: Use persona-based smart content on landing pages, emails, and CTAs to speak directly to each persona’s goals.
Sales views: Create saved views in Hubspot for sales reps to focus on high-priority personas.
Reports and dashboards: Filter performance reports by persona to see which groups convert fastest or deliver the highest lifetime value.

Because personas behave like any other property, they integrate with lists, workflows, sequences, and dashboards throughout Hubspot.

Best Practices for Maintaining Personas in Hubspot

Personas are not static. As your market changes, your persona definitions and usage in Hubspot should evolve.

Review persona options at least twice a year.
Align with sales and service leaders before adding or retiring personas.
Document persona definitions in a shared internal playbook.
Use consistent naming for persona labels so they are easy to understand in reports.
Train new team members on how to select the correct persona when creating or qualifying records.

Keeping your persona framework clean and current ensures that segmentation, automation, and reporting stay accurate.

Where to Learn More About Hubspot Personas

To see the official product documentation and the latest interface details, review the Hubspot Knowledge Base article on personas at this page. For broader CRM, automation, and inbound strategy support, you can also explore expert resources at Consultevo.

By setting up clear personas and applying them consistently across your CRM, you unlock more accurate segmentation, better personalization, and more meaningful reporting throughout Hubspot.

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