> Building a Persona — Copilot first, then manual

TL;DR: Pick the ICP this Persona belongs to. Define title patterns, seniority, function, tenure, person-level signals. Save as Live to start scoring.

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The Copilot path

From any page:

> for the Mid-market SaaS ICP, build a Persona for CROs and VPs of Revenue,
5+ years in role, exclude IC roles

Copilot drafts:

• Title patterns — exact list ("CRO", "VP of Revenue"), wildcard ("Chief Revenue *"), and semantic (any senior revenue leader)
• Seniority filter — VP+
• Tenure filter — 5+ years in current role
• Exclude rule — title contains "Intern" or "Associate"

Confirm to save. Refine in conversation: > add a +2 for anyone with "RevOps" in their title.

You can also build from outcome data:

> what Persona patterns convert best inside Mid-market SaaS?

Copilot pulls historical reply rate, meeting rate, signup rate, and purchase rate by title patterns, then proposes a Persona overweighting the highest-converting attributes.

The manual path

Open Qualification → switch the toggle from By ICP to By Persona if you want a Persona-first view. Click + Add → Persona. The drawer opens.

Top section

• Parent ICP — required. A Persona always belongs to exactly one ICP. Pick from the dropdown of your Live ICPs.
• Name — short, plain-English (e.g. "Founder", "VP Sales", "CRO", "Security Lead"). Becomes the persona_code.
• Status — Draft / Live / Paused.

Parameter list

Grouped categories in the drawer:

Category | Examples
**Title & seniority** | Title patterns (3 modes), seniority floor / ceiling, decision-making authority
**Function** | Engineering, Sales, Marketing, Security, RevOps, Finance, HR, etc.
**Geography (person-level)** | Country, region — useful for time-zone-restricted motions
**Tenure** | Years total, years in current role, years at current company
**Custom questions** | Free-text question answered per record by enrichment LLM ("What are they trying to solve?")
**Person-level signals** | Has signal X in last N days, signal count threshold
**Exclusions** | Title contains X, function is X, level is below X

Title pattern modes

Three input types for title matching:

• Exact match list — "Chief Revenue Officer", "CRO". Case-insensitive, no fuzzy matching.
• Pattern match — "VP * Revenue", "Head of *". The * is a wildcard.
• Semantic match — Copilot-classified roles. E.g. "any senior revenue leader" captures CRO, VP Revenue, Head of Sales, SVP Sales, GTM Lead.

Semantic is the most permissive and the easiest to get wrong. Use Score mode (not Filter) when in doubt so a semantic miss doesn't exclude obvious matches.

Custom questions

A persona-specific question answered per record by the enrichment LLM. Useful when title alone doesn't capture intent. Examples:

• "What are they trying to solve right now?"
• "What stage of buying cycle are they in?"
• "What's their current vendor for X?"

The LLM answers by reading public profile data, recent posts, and any captured signals. The answer surfaces on the lead detail page under Persona custom question and is searchable.

Save

Click Save and run. If Live, the Persona runs against all records inside the parent ICP within a few seconds.

Promotion: Draft → Live

Same flow as ICPs: Draft for editing, Live to start scoring. A Persona only scores records that already qualified for its parent ICP — Persona scoring is scoped, not workspace-wide.

Sanity checks after save

• Filter Leads by the new persona_code, sort by persona_score descending. Spot-check the top 20. If names and titles look right, the Persona is dialed in.
• Check No persona fit for the parent ICP. A high count there means your Persona is too narrow — there are records that qualified for the ICP but no Persona inside it.
• The Reachable % on audiences using this Persona should be >40%. Low Reachable % usually means the Persona qualifies records the enrichment waterfall can't find a contactable email for.

Common patterns

• One ICP, three Personas — covers most B2B motions. The buying committee usually has 3 roles: economic buyer, technical evaluator, end user.
• Persona-specific custom question — when the same title means different things at different ICPs. Custom question disambiguates.
• Tenure floor of 1+ year — eliminates people in role for <1 year; they're often still learning their job and harder to convert.

Related

• ICP vs Persona — the difference
• Building an ICP — Copilot first, then manual
• Parameter modes — Filter, Score, Exclude
• Reading ICP and Persona scores