What is a Persona?

A Persona is a user profile used to define the key buyers and influencers of your product and services. You can think about a Persona as a sketch of the people's profiles that commonly make the evaluation and purchasing decision for your product and services.

Personas can be defined by the user job function and the user seniority, as well as the user-level intent signals they exhibit while consuming content on the Internet.

The most effective way to determine your target Persona is to look at the titles and departments of the people who have historically been the purchaser of your product and services. If you are unsure where to start to define your Persona, we recommend that you sync your Salesforce or Hubspot CRM to RollWorks, and use our ICP Insights feature to take a closer look at the titles of the contacts in your Closed Won Opportunities. You can use their titles and seniority as a baseline to define your Persona.

In the RollWorks platform you can use Personas to define your target audience in your:

When you use Personas to define your target audiences in your Playbooks you can personalize your outreach based on the attributes that define your key buyers and influencers.

 

What types of Persona attributes are available in RollWorks?

The Persona attributes available in RollWorks are:

Persona Attribute

Definition

Account Targeting Playbooks

Intent Targeting Playbooks

Job Function

A person's role within an organization. 

✅ 

✅ 

Seniority

A person's rank within an organization.

✅ 

✅ 

User-level Intent Topics

Topics that a person has expressed interest in by browsing content in related topics across the internet.

✅ 

Click here to download a CSV file including all the available Persona attributes including Seniority attributes (tab 1), Job Function attributes (tab 2), and user-level Intent Topics (tab 3).

 

Who is eligible to access?

Playbooks are available to customers on any of our paid subscription packages: Starter, Standard, Professional, or Ultimate. 

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

How do I create a Persona in RollWorks?

You will define a Persona in the RollWorks platform while you are creating either an Account Targeting Playbook or an Intent Targeting Playbook, navigating to ‘Advertising’ > Playbooks & Campaigns’ > ‘Create’

While you are completing the steps to create your Playbook you will be prompted to create your Audience and define Buyer Personas as shown below:

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Step 1. Add the Job Function(s) that applies to your Buyer Persona. 

  • Browse and select the available Job Function Categories and subcategories so that you can be more specific when defining your Persona. For example under the HR category there are 5 subcategories as follows:

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  • Add multiple Job Function values and you will target users under either of these categories. In the example below you will target user under the Job function "HR - Benefits" OR "Finance - Accounting".

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  • Select the Job Function subcategory “Other” when applicable. If you have available budget, we recommend selecting the sub-category "Other" to ensure that you are targeting people that we may not be able to precisely identify as belonging to the subcategory but are still in the overall Functional Area. In the example below, we will be targeting any users that belong to the Job Functions “HR- Benefits” or “HR - Generalists”. We are also selecting “HR - Other” to include any users that may not be accurately identified as belonging to Benefits or Generalists but that belong to the HR function. We are excluding “HR - Diversity” and “HR-Recruiting” because we are certain that these job functions do not play a key role as our Buyer Persona.

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Step 2. Add the Seniority(s) that apply to your Buyer Persona.

If you add multiple values you will target users in either of these job functions. In the example below you will target users either under “Chief Human Resources Officer (CHO)” OR “Management”.

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The platform combines both Job Function AND Seniority attributes to define your Buyer Persona. In the example below we will target people in the “HR Benefits” OR “Finance Accounting” job functions, but they must also be at “Management” OR “CHRO” seniority level.

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Step 3. Add the user-Intent Topics that apply to your buyer persona

This step is only available when creating an Account Targeting Playbook and is not available when creating an Intent Targeting Playbook.

  • Select the Intent Topics that your Buyer Persona must be researching in order to be targeted with Web Ads. Adding this additional Persona attribute is recommended if you have a very large audience and your budget cannot reach everyone in your Account List. Layering user-Level Intent Topics when defining your Audience will reduce the size of your target audience.

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What are the most commonly used Personas?

To help you determine what to select when dealing with common personas, we have created a list of the most common examples. The attributes used to build these personas are just a general recommendation, feel free to adjust the exact attributes being targeted in order to make sure your audience size is aligned to your available budget!

 

Persona: Product Management decision-makers

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Persona: IT and Engineering decision-makers

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Persona: Risk, Compliance and Legal Decision Makers

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Persona: Data Science and Data Analytics decision-makers

Select the "Data Management" subcategory under "Intent Topics" for the best fit for Data Science/Analytics personas:

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Persona: VP of Finance or Finance decision-makers

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Persona: Project Management decision-makers

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Persona: CyberSecurity and Security Ops decision-makers

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Persona: RevOps and Sales Operations decision-makers

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