Using Personas

Last update: July 21, 2023

Personas are a great way to segment your ABM audience and market to a specific subset of people.

Add a Persona

  1. In My Marketo, click Admin.

  2. In the tree, select Target Account Management.

  3. Click Edit.

    NOTE
    The Job Title persona is included by default. It cannot be modified or deleted.

  4. To add additional personas, click +Add.

  5. Give your persona a name, and select the corresponding field in the drop-down. You can add up to two additional personas. Click Save when done.

    NOTE
    Only Salesforce custom fields of type “picklist” that have been synced to your Marketo instance are available in the persona field drop-down when creating a persona.

View Your Personas

View your personas by visiting a specific Named Account.

  1. Select the desired Named Account.

  2. Click the Personas tab.

  3. All of your personas are listed. Click on a number to see the list of people.

    NOTE
    The X in the Title Persona acts as a wild card character. For example, “CXO” will include CEOs, CFOs, etc.