TL;DR: ICPs target companies, Personas target people inside those companies. Tell Copilot who you want to reach (> CROs and VPs of Revenue, 5+ years in the role) and it builds the Persona — seniority, function, title patterns, and the same Required match / Score points / Disqualify modes you already know from ICPs.
What a Persona is
A Persona lives inside an ICP. The ICP says "we sell to this kind of company"; the Persona says "and these are the people at that company we want to talk to." Every record gets a Persona code (which Persona they match) and a Persona score (how well). Records that match an ICP but no Persona land in a No persona fit bucket — useful to surface, but not actionable for outbound until a Persona is defined.
Personas share the same parameter system as ICPs. Each parameter operates in one of three modes:
- Required match — hard gate (e.g. "must be Director+")
- Score points — weighted contribution (e.g. "+5 for 'CRO', +3 for 'VP Revenue', +1 for 'Head of Sales'")
- Disqualify — hard removal (e.g. "exclude anyone with 'Intern' or 'Associate' in title")
Persona parameters sit in three categories: Professional Identity (job title, past titles, seniority, function, location, tenure, languages, education), Behavioral (LinkedIn premium, content creator, follower and connection counts), and Custom AI Research (one free-text question). Signal conditions are not Persona parameters — you filter on signals when you build an audience.
The Copilot path
From any page, ask Copilot:
> for the Mid-market SaaS ICP, build a Persona for CROs and VPs of Revenue —
5+ years in role, primarily NA and EMEA, exclude anyone in IC roles
Copilot will:
- Identify the ICP you mentioned (it knows your current ICP list)
- Draft a Persona with title patterns, seniority filter, geo scoring, tenure filter, and IC exclude rule
- Show how many existing records would qualify for this Persona inside that ICP
- Wait for your confirmation before saving
If you have closed-won data, Copilot can ground recommendations: > what Personas have the highest reply rate in my Mid-market SaaS ICP?. Copilot pulls from the workspace's outcome history — every reply, meeting booked, signed-up, purchased, LTV — and proposes a Persona definition that overweights the patterns that have actually worked.
Refine in conversation:
> add a +2 boost for anyone tagged with the "RevOps" signal> tighten the seniority filter to VP+ only> exclude anyone whose title contains "Account Executive"
The manual path
Open Qualification, switch to the By Persona toggle at the top of the table, and click + Add → Persona. You'll be asked which ICP this Persona belongs to (a Persona always belongs to exactly one ICP). The drawer opens on the right with the parameters grouped into three categories: Professional Identity, Behavioral, and Custom AI Research.
Job Title is one free-text list — type as many titles as you want. There is no wildcard syntax and no separate "semantic" mode. Close variants match automatically, so VP Sales also catches Vice President, Sales. Past Titles is a second, separate list for roles the person used to hold, which is how you find ex-founders and former operators.
Because matching is broad by default, a title list set to Filter mode can exclude more than you expect. Start it on Score points and watch what scores before you make it a hard requirement.
When to use which path
Use Copilot when... | Use the manual page when...
Drafting a new Persona inside an existing ICP | Tweaking title patterns one at a time
Tuning Persona weights based on reply-rate data | Reviewing why a specific lead landed in the wrong Persona
Bulk-building 3–5 Personas inside a new ICP | Editing the custom-question prompt for a Persona
Both paths write to the same Persona definition. Live Personas re-score the workspace within a few seconds of save.
Reading the result
In the Qualification table (By Persona view), each Persona shows: Status, Type (Persona), Params count, Qualified count (people currently matching this Persona inside its ICP), L30D sparkline, Enriched %, Synced %, Last qualified, Last modified. Personas inherit the section color of their parent ICP in the UI; a Persona never appears outside the context of its ICP.
A useful sanity check after Persona save: visit Leads, filter by the new Persona's code, and scan the top 20 results. If the names and titles all look right, the Persona is dialed in. If you see drift — wrong functions, off-by-one seniority — refine via Copilot rather than reopening the drawer.