Buyer personas are a crucial component of successful inbound marketing (as a refresher, they’re “semi-fictional representations of your ideal customer based on market research and data about your existing customers.” [via HubSpot])

Here are 3 things to consider when interviewing current customers to help build your buyer personas.

Demographic information – How old are they? Are they married? Do they have kids?

Education information – Where did they go to school? What level of education did they complete? What did they study?

Career information – What’s their job title? What skills are necessary to do their job well? What challenges do they face at work?

Highly specific answers (don’t be afraid to ask for more information!) equal better buyer personas, which equal better marketing.