Tools to build your customer personas

Make your products simpler and smarter with welcomes you all to another edition of the weekly Newsletter. This week we have curated a list of 10 tools to build your customer personas. We hope this will help you to become a successful Product Manager and also help you in gaining some knowledge and upgrading your skills. If you enjoy reading this newsletter then don’t forget to share it with your friends.

Also if you are new to our channel, here are the links to the last 3 newsletters for you.

  1. 10 Memes Product Manager can relate to

  2. Top 10 Product People to follow on Social Media

  3. Cognitive biases in product management

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It is important to have a clear picture of who your buyer personas are. A smart marketer creates user personas that represent ideal buyers of their products or services. Create a user persona to help you focus your conversion and marketing efforts. But there are already a lot of tools out there providing you this service. So which one to choose? Don’t worry brings the list of top 10 tools to create your customer personas. Let’s begin

  1. Make my persona by Hubspot

Hubspot has a tool that helps you to build personas by asking 19 simple questions to map in and out behavior of your customer. This helps in capturing customer snapshots that will help you target different segments of the audience. 

This helps the HubSpot customers more as they can use their user personas in conjunction with other HubSpot software to track their buying habits. It can also help them to keep a close eye on the sales funnel. 

This makes your work easier by providing you the free templates in case you don’t wish to answer all the 19 questions. These templates break personas down into four sections (Who, What, Why, and How) and include space for you to start brainstorming solutions that overcome their common objections.

You can also use templates like this to create “negative personas” (i.e. representations of the audience you don’t want as customers).

2. Up Close and Persona

This is an easy-to-use tool that helps you to make your user persona. It helps you to build a detailed persona of your user which makes it different from all other tools. 

Another catching point of this tool is that it helps in positioning your business within your industry along with creating segmented user personas. 

This tool also asks different questions which are segmented into 3 sections: Company Definition, Problem/solution, and Buyer Definition. 

3. Akoonu

This is a paid software but it proves to be a good investment. This software provides the best functionality in the market as it helps you to create amazing user personas. The best part of this software is that it can be integrated with the CRM software. This also has a CRM Journey Map data which helps you to do messaging and branding style guides. This also has automated content inventors and more features around it. 

This application has better full-featured options to integrate your system to closely audit the audience, brand, and planning management. It says they deliver value across all of the marketing and sales channels which they justify completely. 

4. Xtensio

It is a free tool that helps you to build user personas. Not just that it helps you to create a lot of other shareable documents and presentations across the business. It is a great application that caters to creating, strategizing, and designing content under one roof on one application. 

It is a tool built for business development, marketing, strategizing, developing, and operational activity of a business. It is an easy-to-use and free tool for creating multiple personas, collaborating, editing, downloading, and sharing with anyone across your team. 

You can compare user persona by using a comparison template for creating a better understanding of your users. This will help you segment your customers and illustrate the differences with more clarity. 

5. Smaply

This tool helps you to create user persona, stakeholder maps, and journey maps. They provide you a smooth experience while creating the personas and they are easily shareable with your colleagues.  

You can easily illustrate the purchasing behavior of your customers before and after making a purchase or using a service. This can include various factors like the influencing factor for making a purchase or not making a purchase. Basically by looking at these factors and their actions you can easily get an idea about your user’s needs. 

6. User Forge

The User Forge tool is different from all others in the market. This tool enables you to build your user persona according to your requirement. You can have your own criteria to build a user persona. They believe that each business is different and user persona can’t be generalized for each industry. So they give their users the freedom to create their user persona. 

You can create blocks of text, add quotes, list to the user persona and that helps your colleagues to have a better understanding of your user. 


This tool is an AI-powered persona creator which helps you to have an easy understanding of your users. This helps you to generate segmented user persona by taking data from google analytics on your website. 

This tool also helps you to create different personas based on different scenarios across B2B and B2C businesses. Unlike other tools, this provides you to create competitor personas. Since AI is getting used in the process, it keeps on updating the pre-created user personas based on their present activities on the website. That feature helps you to keep an eye on the changes in the customer buying behavior. 

8. SEMrush

This tool helps you to create a defined user persona by asking for a variety of data. This tool gathers information like primary research using online tools, existing customer profiles, data from secondary research, analytical dashboards, etc. which further have various demographics under it. They also ask for data that includes the job profile of the user, the company they work in, the kind of responsibilities they handle, the burden level they have, the industry they work in, and a lot more. 

This template seeks information from various other data sources like market research, competitor research, and decision-making flowchart. This helps you to get a full-fledged knowledge of your customer buying behavior. You can easily segment your customers based on their buying behavior and target them accordingly. 


This tool not just helps you to create user personas but also helps you to create customer journey maps and impact maps along with that for a better understanding of your customers. This tool is paid after a certain time and in the free trial version, it helps you to create a user persona by answering various questions about your users. 

They give you templates for four different personas with some advanced settings with them. It helps you to collaborate with your stakeholders in a real-time scenario. They make your work easier by color-coding the characteristics which can be later clubbed at the time of targeting. With the help of comparator you can also compare various user personas. Not just that it helps you to track changing behavior in your users. 

10. Socialbakers

It is also an AI-based tool that helps you to build a user persona by fetching details from your website. This is a famous social media marketing tool that helps in boosting your marketing game. This tool not only helps you to create the user persona but also helps you with creating content with advanced technology and intelligence. 

They help you to segment your users based on their interests, motivations, behaviors. You can target your customer based on these traits. To make it more defined they even ask you a few questions to make more refined user personas. 

So these were a few tools used to make customer personas for your business. Use them and see which one works best for your business category. We hope we added some value to your knowledge through this Newsletter. 

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