Create and Manage Personas for Buying Groups

When defining buying groups for your products or solutions, you need to specify which Personas to include, as they represent the individuals involved in the purchasing decision.

You can build Personas using the following criteria:

• Title Keywords: Words that appear in a buyer’s job title.
• Job Functions: The primary responsibilities or areas of work associated with the buyer’s role (e.g., Marketing, IT, Sales).
• Job Levels: The seniority or rank of the buyer within the organization (e.g., Manager, Director, Lead).

Personas can be created before or during the process of defining buying groups. Regardless of when you create Personas, they can be reused across multiple buying groups.

Personas Overview

The Personas page shows your active and archived Personas. From this page, you can create new Personas and edit or archive existing ones.

Important:

• You can have up to 10 active Personas per Buying Group.
• A person can be associated with multiple Personas.
• To learn more about the available job functions and job levels used for creating Personas, see Reference: Job Level and Job Function Categorization.

Agent-Generated Personas

The Buying Group Setup Agent generates Personas and uses them to define Buying Groups. To manage these Personas, see Understanding the Buying Group Setup Agent.

You can also manually regenerate Persona recommendations when you want updated or refined suggestions. See Regenerate Agent-Generated Personas.

Prerequisites

• You must have access to Demandbase One for Marketing.
• You must have access to Demandbase Advertising to use buying group targeting in campaigns.
• You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

Create a Persona

1. From the left navigation bar, go to Settings > Buyer Profiles > Personas and click Create New.
   Tip: You can also create Personas when creating buying groups. The process is the same as the steps listed below.
2. In the window that opens, enter a Persona Name.
3. In the Title keywords section, select or enter title keywords to include for the Persona. Optionally, you can also enter title keywords to exclude.
   Tip:
   • Title keywords are sourced from the standard Title field in your CRM, MAS, CSV, and Demandbase database.
   • Title keywords uses “contains” logic. For example, if you enter “Engineer,” it includes titles like “Engineering.”
   • Click Switch to text view to paste multiple keywords at once.
4. In the Job Function/Level section, select from the available job functions and job levels for the Persona.
5. In the Match Preferences section, select the matching option to use for determining the people to include in the Persona. You can choose whether people must match both the title keywords and job function or level, or if matching just one of those criteria is sufficient.
   Tip: This option is only available if you enter details in both the Title keywords and Job Function/Level sections.
6. (Optional) To add custom criteria to your Persona definition using Advanced Selectors, click Add advanced rules (optional). See Working with Selectors.
   Important: 
   • Advanced Selectors only apply to the first-party contact data from your CRM and MAS integrations, and not to the Demandbase third-party contact database.
   • Advanced Selectors are applied to the Persona using "and" logic.
7. Click Create Persona.

Edit and Archive a Persona

1. From the left navigation bar, go to Settings > Buyer Profiles > Personas.
2. Hover over the Persona name, click the gear icon that appears, and select one of the following options:
   • Edit Persona: Update the Persona.
   • Archive: Archive the Persona
     Important: You cannot archive Personas used in an active buying group.

Unarchive a Persona

1. From the left navigation bar, go to Settings > Buyer Profiles > Personas.
2. Go to the Archived tab.
3. Hover over the Persona name, click the gear icon that appears, and select Active.