Personas
Configure and manage personas to find relevant contacts and tailor content to specific roles
Personas help you identify and engage with the right people at your target accounts by defining groups of contacts who share common job functions, responsibilities, or characteristics. Configure personas to automatically find relevant contacts and generate role-specific content.
What are Personas?
Personas are defined groups of people within organizations that share common characteristics:
- Job functions and responsibilities (DevOps teams, sales leaders, security professionals)
- Organizational levels (executives, directors, managers, individual contributors)
- Decision-making authority (budget holders, technical influencers, end users)
- Department affiliations (engineering, operations, finance, marketing)
Personas must be configured in Settings → Personas to appear in the Contacts tab. The system identifies individuals whose job titles and roles match your defined persona criteria.
Persona Components
Contact Discovery
Automatically identify relevant contacts at target companies based on role and level
Content Personalization
Generate role-specific messaging and content tailored to different stakeholders
Stakeholder Mapping
Organize contacts by influence and decision-making authority in the buying process
Outreach Strategy
Structure sales efforts and multi-threading approaches based on job function
Why Personas Matter for Sales
Multi-Threading Strategy
Personas enable you to:
- Systematically identify all relevant stakeholders in complex B2B sales cycles
- Ensure you’re engaging with both technical influencers and business decision-makers
- Map the complete buying committee rather than relying on single-threaded relationships
- Develop relationships across multiple organizational levels and departments
Personalized Engagement
Well-defined personas help you:
- Create role-specific messaging that resonates with each stakeholder’s priorities
- Generate appropriate discovery questions for different types of contacts
- Tailor value propositions to what matters most to each persona
- Adapt communication style and content depth to audience preferences
Persona Configuration
Setting Up Personas
Define Persona Name
Create descriptive names like “Technical Decision Makers” or “Security Leadership”
Select Department
Choose the primary department or functional area where this persona operates
Set Contact Limits
Define maximum number of contacts to find per account for this persona
Configure Job Levels
Select applicable organizational levels (Executive, VP, Director, Manager, Individual Contributor)
Add Keywords
Include job titles, functions, and role-specific terms for contact identification
Select Dataset
Choose which sales collateral to use when generating content for this persona
Job Level Selection
- C-Suite: CEO, CTO, CISO, CMO, CFO
- SVP/EVP: Senior Vice President, Executive Vice President
- Decision Authority: Budget approval, strategic direction
- Engagement Focus: Strategic business outcomes, competitive advantage, ROI
- C-Suite: CEO, CTO, CISO, CMO, CFO
- SVP/EVP: Senior Vice President, Executive Vice President
- Decision Authority: Budget approval, strategic direction
- Engagement Focus: Strategic business outcomes, competitive advantage, ROI
- Vice President: VP of Engineering, VP of Operations, VP of Security
- Director: Director of IT, Director of Marketing, Director of Sales
- Decision Authority: Program approval, vendor selection, implementation oversight
- Engagement Focus: Operational improvements, team productivity, departmental goals
- Department Managers: Engineering Manager, Operations Manager, Security Manager
- Team Leads: Technical Lead, Project Manager, Program Manager
- Decision Authority: Tool selection, process improvement, team resource allocation
- Engagement Focus: Team efficiency, workflow improvements, technical capabilities
- Specialists: Engineers, Analysts, Architects, Consultants
- End Users: Day-to-day system users, process operators
- Decision Authority: Technical requirements, usability feedback, implementation input
- Engagement Focus: Ease of use, technical capabilities, workflow integration
Keyword Strategy
Persona Examples and Applications
Technical Decision Maker Persona
- Name: Technical Leadership
- Department: Engineering/IT
- Job Levels: VP, Director, C-Level
- Keywords: CTO, Chief Technology Officer, VP Engineering, Director of IT, Technical Director, System Architecture
- Max Contacts: 5
- Dataset: Technical capabilities and integration benefits
- Name: Technical Leadership
- Department: Engineering/IT
- Job Levels: VP, Director, C-Level
- Keywords: CTO, Chief Technology Officer, VP Engineering, Director of IT, Technical Director, System Architecture
- Max Contacts: 5
- Dataset: Technical capabilities and integration benefits
- Discovery Focus: Technical requirements, integration complexity, security needs
- Value Proposition: Platform capabilities, scalability, technical differentiation
- Content Style: Detailed technical information, architecture diagrams, implementation guides
- Meeting Approach: Technical deep-dives, proof-of-concept discussions, integration planning
Business Decision Maker Persona
- Name: Business Leadership
- Department: Operations/Strategy
- Job Levels: VP, Director, C-Level
- Keywords: COO, VP Operations, Director Strategy, Business Development, Digital Transformation
- Max Contacts: 3
- Dataset: Business outcomes and ROI-focused content
- Name: Business Leadership
- Department: Operations/Strategy
- Job Levels: VP, Director, C-Level
- Keywords: COO, VP Operations, Director Strategy, Business Development, Digital Transformation
- Max Contacts: 3
- Dataset: Business outcomes and ROI-focused content
- Discovery Focus: Business objectives, operational challenges, budget authority
- Value Proposition: Business outcomes, ROI, competitive advantage, operational efficiency
- Content Style: Executive summaries, business cases, industry benchmarks
- Meeting Approach: Strategic discussions, business impact analysis, executive briefings
End User Persona
- Name: DevOps Engineers
- Department: Engineering
- Job Levels: Manager, Individual Contributor
- Keywords: DevOps Engineer, Site Reliability Engineer, Platform Engineer, Infrastructure Engineer
- Max Contacts: 10
- Dataset: User experience and workflow improvement content
- Name: DevOps Engineers
- Department: Engineering
- Job Levels: Manager, Individual Contributor
- Keywords: DevOps Engineer, Site Reliability Engineer, Platform Engineer, Infrastructure Engineer
- Max Contacts: 10
- Dataset: User experience and workflow improvement content
- Discovery Focus: Daily workflows, tool usage, process pain points
- Value Proposition: Ease of use, productivity gains, workflow improvements
- Content Style: Feature demonstrations, workflow examples, user testimonials
- Meeting Approach: Product demos, hands-on trials, user experience discussions
Best Practices for Persona Management
Strategic Persona Design
Create personas that align with your typical buying committee structure. Too many personas can create confusion, while too few may miss important stakeholders.
- Start with Your ICP: Base personas on your most successful customer profiles
- Map the Buying Committee: Include technical influencers, business decision-makers, and end users
- Consider Company Size: Adjust persona definitions for enterprise vs. mid-market accounts
- Regular Refinement: Update personas based on successful sales patterns
Contact Limit Strategy
Integration with Sales Process
Personas enhance your sales effectiveness by:
- Prospecting: Systematically identify all relevant stakeholders for comprehensive account coverage
- Research: Generate persona-specific insights and talking points before meetings
- Multi-Threading: Build relationships across the entire buying committee simultaneously
- Content Creation: Produce role-appropriate emails, call scripts, and presentation materials
- Deal Strategy: Navigate complex sales cycles with clear stakeholder mapping and engagement plans