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 Filter / Score / Exclude 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:
- Filter — hard gate (e.g. "must be Director+")
- Score — weighted contribution (e.g. "+5 for 'CRO', +3 for 'VP Revenue', +1 for 'Head of Sales'")
- Exclude — hard removal (e.g. "exclude anyone with 'Intern' or 'Associate' in title")
Common parameter categories: title patterns, seniority, function, geo, years of experience, years in current role, persona-specific custom questions, and signals tied to the person (not the account).
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 parameter list grouped: Title & seniority, Function, Geo, Tenure, Custom questions, Signals, Exclusions.
For title patterns specifically, the drawer supports three input types:
- Exact match list —
"Chief Revenue Officer", "CRO" - Pattern match —
"VP * Revenue"(the*is a wildcard) - Semantic match — Copilot-classified roles (e.g. "any senior revenue leader")
Semantic match is the most permissive and the easiest to get wrong; if you use it, set the parameter to Score mode rather than Filter so you don't accidentally exclude obvious matches.
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.