Persona mapping
Personas are a key aspect in an account-based marketing (ABM) approach because they help marketers adjust their strategies to the specific needs, preferences, and pain points of individuals within target accounts. Marketers can create detailed profiles for each persona, including their background, responsibilities, pain points, and preferred communication channels. With these definitions, administrators can configure personas according to person attributes in Journey Optimizer B2B Edition so that roles templates can use streamlined and consistent role conditions that capture these personas.
Persona definition and usage limitations:
- You can have up to 20 personas defined in the Persona mapping list.
- Each persona can include up to five attributes in its definition.
- Across all defined personas, you can use up to ten different person attributes.
Use case: job title variations
Many marketing and sales teams use job titles as a way to identify different personas within an account. But titles for contacts can be inconsistent and use numerous variations for similar roles. When building buying group roles templates, it can require that you define every possible related job title for a given role. You can simplify these definitions and bring people with similar job titles under one inferred persona, which you can then leverage across different roles templates for buying groups.
For example, you might configure a persona called Product Management and define it using the job title attribute for values of Product Manager, Sr. Product Manager, Senior Product Manager, PM, Sr. PM, Principal PM, and Principal Product Manager. Then, use this persona in a Roles template where the condition matches on Persona is Product Management. Using the configured persona, creating each roles template is streamlined and does not require a complicated condition that can match against every possible job title.
Access the configured personas
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In the left navigation, choose Administration > Configurations.
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Click Persona mapping on the intermediate panel to display the list of personas.
From this page, you can create, edit, or delete personas.
The Persona mapping list. is organized as a table and displays the most recently updated personas at the top (sorted by Last update). You can customize the displayed table by clicking the Column settings (
- To access the details for a persona, click the name.
Default personas
The Persona mapping list includes five default personas that are defined according to the job tittle attribute. You can edit any of these default personas according to the needs of your organization:
List filtering
To locate the persona that you want, use the search and filter tools:
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Enter a text string into the search bar to match personas by name,
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Click the Filter (
Create a persona
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In the left navigation, choose Administration > Configuration.
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Click Persona mapping in the intermediate panel.
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Click Create persona.
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Enter a unique Name and Description (optional) for the persona.
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Select the attributes to use for matching the persona.
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Click Select person attributes.
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In the dialog, select the checkbox for each attribute that you want to map (a maximum of five).
You can customize the displayed table by clicking the Column settings (
To filter the attribute list by name, enter a text string into the search bar. You can also click the Filter (
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Click Save.
The selected attributes are populated in the Persona attributes section.
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For each attribute, enter the comma-separated values that you want to match for the attribute.
In place of a value, you can also add a prompt that can be used to identify a match. For example, you could enter
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Click Create.
Edit a persona
Click the persona name to access and edit the details for the persona,
Delete a persona
Deleting a persona removes it from the Persona mapping list and it is no longer available for use in roles templates.
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On the Persona mapping page, locate the persona that you want to delete.
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Next to the name, click the ellipses (…) icon for and choose Delete.
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In the confirmation dialog, click Delete.