This guide shows you how to create detailed Buyer Personas that identify your ideal contacts within target accounts. You'll learn to define specific job titles, keywords, seniority levels, and geographic targeting to find the right decision-makers and influencers. With this guide, you'll be able to confidently target the specific individuals most likely to engage with your offering and drive purchasing decisions.
When to Use This
When to Use This
When you need to identify specific buyer roles within target accounts
When you want to personalize outreach and messaging for different contact types
When setting up contact-level targeting and segmentation
When you need to estimate your addressable audience size for specific roles
Prerequisites:
Admin or manager access to your account
Understanding of your typical buyer roles and decision-making process
Knowledge of the job titles, seniority levels, and locations of your best customers
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Access the Persona Tab
Step 1: Access the Persona Tab
From the Scoring page, click the Persona tab
You'll see the heading "Build your Persona" with an info icon (ⓘ)
Click the info icon for guidance on defining contact-level attributes
Step 2: Define Job Titles
Step 2: Define Job Titles
Under Job Titles, add specific positions you typically sell to
Example titles: digital marketing director, digital marketing manager, director of digital marketing
Add multiple titles to create a comprehensive profile
Note: You can add multiple job titles that identify your target buyer
Step 3: Add Relevant Keywords
Step 3: Add Relevant Keywords
Under Keywords, enter terms that align with your offering
These should resonate with your target market's needs and challenges
Step 4: Specify Seniority Levels
Step 4: Specify Seniority Levels
Under Seniorities, select the decision-maker levels you target
Add multiple seniority levels that match your targeted buyers
Press Enter/Tab to commit each entry
Step 5: Set Geographic Targeting
Step 5: Set Geographic Targeting
Under Person Locations, add cities, states, or countries where your buyers reside
This helps target contacts in specific geographic markets
Step 6: Define Organization Locations
Step 6: Define Organization Locations
Under Organization Locations, add locations where target companies are based
This may differ from individual contact locations
Step 7: Generate Audience Size Estimate
Step 7: Generate Audience Size Estimate
Click Generate Estimates to see the potential audience size
This gives you an idea of how many contacts might match your criteria
Step 8: Save Your Persona Configuration
Step 8: Save Your Persona Configuration
Click the Save button at the bottom of the page
Your persona settings are now ready to help identify ideal contacts
Key Concepts / Best Practices
Key Concepts / Best Practices
Understanding Persona vs. ICP
Personas focus on individuals: Target specific roles, seniority levels, and personal characteristics
Separate from ICP scoring: Persona matches don't automatically affect ICP Fit Scores unless you add the same attributes to both systems
Complementary targeting: Use personas to find the right people within your ICP-qualified accounts
Effective Persona Development
Be comprehensive with job titles: Include variations and synonyms for the same role (e.g., "VP Marketing", "Vice President of Marketing", "Marketing VP")
Consider the buying committee: Include both decision-makers and key influencers who impact purchasing decisions
Balance specificity: Narrow enough to be relevant, broad enough to capture your addressable market