Playbook Settings: Use Buyer Persona Attributes to define your audience

What are Buyer Personas

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

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

The most effective way to determine your Buyer Persona is to look at the titles and departments of the people who have historically been the main decision makers to purchase your product. If you are unsure where to start to define your Buyer 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 Buyer Persona.

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

When you use Buyer 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.


Buyer Persona attributes available

  Download a CSV of buyer persona attributes available

Click here to download a CSV file including all the available Buyer Persona values available in RollWorks:

  • Tab 1: Seniority
  • Tab 2: Job Function
  • Tab 3: User-level Bombora Intent Topics

The table below displays the three Buyer Persona attributes available to layer as audiences in your RollWorks Playbooks. Keep in mind these buyer persona attributes cannot be used in all Playbook types. The source of these Buyer Persona attributes is Bombora's Audience Solutions®.

Buyer Persona Attribute Definition Account Targeting Playbooks Bombora Intent Targeting Playbooks Website Retargeting Playbooks

Job Function

A person's role within an organization. 

Sample values: Finance Accounting, Finance Banking, etc.




A person's rank within an organization.

Sample values: C-Suite, Management, etc.



User-level Bombora Intent Topics

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

Sample values: Health Tech Patient Portals, etc.



Who can access

Playbooks including Buyer Persona attributes 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 to use Buyer Persona to define my audience

You will define a Buyer 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:



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 Buyer Persona. For example under the HR category there are 5 subcategories as follows:


  • 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".


  • 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.

Screenshot 2023-04-26 at 5.57.47 PM.png


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”.

Screenshot 2023-04-26 at 5.56.28 PM.png

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.

Screenshot 2023-04-26 at 5.56.32 PM.png

Step 3. Add the user-Ievel Bombora 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 a Bombora Intent Targeting Playbook.

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

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Commonly used Buyer Personas by Industry

To help you determine what to select when dealing with common Buyer Personas, we have created a list of the most common examples. The attributes used to build these Buyer 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!


Product Management decision-makers

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IT and Engineering decision-makers

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Risk, Compliance, and Legal Decision Makers

Screenshot 2023-04-26 at 5.48.08 PM.png


Data Science and Data Analytics decision-makers

Select the Data Management subcategory under Technology for the best fit for Data Science/Analytics buyer personas. This will automatically add multiple topics associated with data management.

Screenshot 2023-04-26 at 5.41.36 PM.png


Finance decision-makers

Screenshot 2023-04-26 at 5.44.39 PM.png


Project Management decision-makers

Screenshot 2023-04-26 at 5.45.31 PM.png


CyberSecurity and Security Ops decision-makers

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Revenue Ops and Sales Operations decision-makers

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