True or false? When creating buyer personas, consider creating a different persona based on job function. Grouping buyer personas together by the goal or challenge they’re trying to overcome won’t be detailed enough to know who you’re talking to.

Buyer personas are based on patterns found through research, customer data, and real customer insights. Job function can be useful, but it should not be the only way to define a persona. HubSpot’s Persona property supports categorizing contacts by meaningful customer profiles for segmentation and personalization. Goals, challenges, motivations, and decision criteria provide the context needed to understand who the contact is and how to communicate with them.