The B2B landscape is undergoing rapid transformation, marked by increasingly complex customer journeys, shorter sales cycles, and fierce competition. In this environment, a deep understanding of the customer is crucial for successful B2B marketing. Recognizing this, HubSpot asked Glimpse to help redefine their buyer persona, aiming to create a more nuanced, comprehensive, and human-centered profile of their ideal customer.

Our collaboration focused on moving beyond surface level data to explore the intricacies of customer behavior, motivations, and decision making processes. Leveraging the power of Glimpse AI, we are helping craft a dynamic and actionable customer persona that aligns with the vision of HubSpot's CEO.
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The Challenge
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HubSpot sought a deeper, more insightful understanding of their ideal customer, moving beyond the limitations of traditional buyer personas that are too static, one-dimensional, and defined by functional role. Their goal was to create a persona that was not only actionable but also agile, iterative, and interactive.

The Solution: Glimpse Virtual Persona
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To gain deeper insights, we leveraged Glimpse AI to engage with carefully selected audience segments. We then created digital twins of these audiences to explore their thoughts and behaviors in even greater detail.
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Creating The Ideal Hubspot Persona
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We conducted an initial series of studies: “ideal” & “anti” persona respondents, and focused on natural language responses as well as close-ended questions. Some topics covered were:

• Business Approaches: We explored how different attitudes toward risk, growth, disruption, and change influence customer decision-making. Understanding these perspectives provided us with a clearer view of how our target audience navigates business challenges and opportunities.
• Platform & Tool Decisions: We examined customer attitudes toward innovation, efficiency, and complexity in adopting new platforms and tools. This helped us identify what drives their choices and where they see the most value, allowing us to better align our offerings with their needs.
• Shopping & Hobbies: By delving into the activities and brands that resonate with our audience, we brought B2B buyers to life. Understanding their personal interests gave us a richer perspective on their values and preferences, enabling us to craft more engaging and relatable messaging.
• Media & Tech Habits: We analyzed the trusted sites, channels, influencers, and devices our customers rely on. This insight into their media and tech habits allowed us to fine-tune our marketing efforts to effectively reach and influence our target audience.
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Digital Twins

We leveraged Glimpse AI to simulate the responses of real people, providing rich and diverse insights into customer thinking and behavior. This approach enabled us to uncover hidden patterns and preferences that would have been difficult to identify using traditional methods.

Digital twins are the virtual representations of real world customers or customer segments, created by combining data from demographics, behaviors, and preferences. We generate these digital twins by analyzing vast amounts of data to simulate how real customers would think, behave, and make decisions. In the context of our collaboration with HubSpot, digital twins will help us predict customer behavior, allowing us to refine buyer personas and aligning marketing strategies with real world needs.

Example real-time conversation with a virtual customer who strongly “embraces change and innovation” ..

By interacting with these three-dimensional virtual personas, Hubspot gained further insights into their customers’ behaviors, motivations, and decision-making processes, providing a more accurate and actionable understanding into their different target segments and customers.

Example “follow-up” questions asked of virtual extensions of real respondents..

Chatting With Audience Segments
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Glimpse AI also empowers businesses to engage with entire audience segments, providing a broader understanding of customer dynamics across various groups. By facilitating interactions with these diverse segments, companies can uncover collective trends, preferences, and behaviors that inform more effective marketing strategies and product development. This holistic approach ensures that businesses are not only meeting individual customer needs but also aligning their brand and offerings with the broader market, leading to more comprehensive and impactful results.

Example AI chat with precisely - defined audience segments..

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Final Thoughts
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The partnership between Glimpse and HubSpot exemplifies the transformative potential of generative AI in reshaping how B2B companies understand and engage with their customers. By moving beyond traditional, static buyer personas, we are moving toward the co-creation (in collaboration with Hubspot) of dynamic, nuanced, and human-centered profile that reflects the complex realities of today’s business environment. This deeper understanding will help empower HubSpot to think differently about product innovation, craft more targeted marketing campaigns, enhance sales effectiveness, and build stronger, more meaningful connections with their audience.

The success of this collaboration underscores the critical importance of refining buyer personas to align with real world customer behavior and preferences. In an era where customer journeys are increasingly intricate and competitive pressures are mounting, the ability to accurately predict and respond to customer needs is a game-changer. Glimpse’s innovative approach is offering a powerful tool for businesses seeking to stay ahead of the curve. Ready to transform your buyer personas and drive better business outcomes? Contact us today to learn more.

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