Create and Manage Personas for Buying Groups

When defining buying groups for your products or solutions, you need to specify the personas to include. These personas, typically defined by title keywords, job functions, and job levels, represent individuals involved in the purchasing decision. For information about the job functions and job levels available for creating personas, see Reference: Job Level and Job Function Categorization.

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.

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 active 10 personas.

Prerequisites/Preparation

You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

You must have access to Demandbase ABX to create buying groups and Demandbase Advertising to use buying group targeting in campaigns.

Steps: 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 and options available are the same as those provided 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: 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 to only include people with the title keywords and job functions or levels entered or people that meet either requirement.
   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). For more information, 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.
7. Click Create Persona.

Steps: 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: Select to update the persona.
   • Archive: Select to archive the persona.
     Important: You cannot archive personas used in an active buying group.
     
     Tip: To make an archived persona active, go to the Archived tab, hover over the name, click the gear icon that appears, and select Active.