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Creating Personas

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Alex Flinchum
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Personas are fictional representations of your customer audiences, designed to produce higher conversions by making personalized messaging simple.

This article provides information on creating personas.

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Understanding Personas

Personas in Lead Gen & CRM have many uses. Personas can be used for dynamic content in emails and landing pages, and they can be used as list rules for targeted email sends.

Personas can be used by salespeople to shape the way you communicate with your leads during the sales cycle by segmenting your customers and leads based on interests and behavior.

Personas are a combination of information and attributes unique to a specific audience. Every persona is made of a persona card, usage graph, and widgets.


Click to enlarge.


Persona Cards 

Persona cards contain basic information and represent the persona in an at-a-glance manner. Persona cards contain the following information:

Information   Description
Persona Name  

The friendly name given to a persona. This name will appear on
the Marketing Profile for a lead.
Persona Title  

The title for the persona.
Persona Question  

If you are using personas in your forms, this is the question your users will be answering. Updating this question changes it for all personas.
Persona Answer  

When using personas in forms, this is the value that appears in
the field drop-down menu.
Avatar  

A profile picture that represents the persona. Comes from a
pre-populated library of images.
Bio  

A brief summary of the type of individuals that the persona is 
attempting to identify.

 


Usage Graphs

Persona usage graphs show the following information: 

Information   Description
Totals  

The total number of leads and contacts added to the persona in the
last 30 days.
Inner Perimeter  

The inner perimeter has a section for each active persona.
Hovering over each section will specify the persona and the
percentage of leads/contacts assigned.
Outer Perimeter  

The outer perimeter shows the distribution of leads and contacts
as a percentage for the specified persona. These specified personas
are all of your saved personas.

 


Custom Widgets

Widgets are pre-built blocks of text, graphs, and images. Widgets allow you to customize all information within a persona. There are many types of persona widgets:

Information   Description
Demographics  

Supplemental information for the persona. Text entry fields only.
Sections  

Intended to capture information unique to your business. Choose
from horizontal bars, data range set, or sliders to display widget
information.
Custom Stories  

Text area fields used to capture any additional information. 
Examples include Fears and Aspirations, Pain Points, and Unique
Selling Proposition.

 


Persona Assignments

Leads or contacts can be assigned a persona in three ways:

Information   Description
Form Self-
Identification		  

Every Lead Gen & CRM Form has the option to add the persona field.
When leads submit the form, they will be prompted to self-identify
to a persona by completing this field.
Workflow Action
Assignment		  

The Lead Edit Event of change lead persona can be used as a
workflow action.
Manual
Assignment		  

Every lead record has a Marketing Profile section which displays
lead status, persona, and lead score. Users can manually assign
or update the persona for a lead at any time by clicking the
persona button under the lead's Marketing Profile.

 


Persona Templates

Personas need to be attributed to a persona template. Templates are comprised of widgets, which determine metadata, as well as the overall appearance of the template. Templates need to be set with widgets before personas can be created.

To set or edit a template, do the following:

  1. Click Automation > Personas in the left toolbar.
  2. Click  cog.png  Options > Edit Template.
  3. Hover over a section widget.
  4. Click  pencil.png  Edit.
  5. Modify section widget content as needed.
  6. Click Save Changes.
  7. Optionally, click Add Section to add widgets.
  8. Optionally, click  trash.png  Delete to delete widgets.


Click to enlarge.

Important: Any field changes made to the template will make the change across all personas. New fields and widgets will be added with default values.


Widget Breakdown

Widgets are pre-built blocks of text, graphs, and images. Widgets allow you to customize all information within a persona.

Persona templates have many widgets available. Templates allow you to configure the following persona information:


Click to enlarge.

Widget Type   Description
Avatar Widget



This widget handles the image associated with the persona. The
available avatar images come preloaded. This widget cannot be
accessed from the Edit Template menu and is accessed on the
template itself.
Demographics
Widget



This widget handles all supplementary information for the
persona. This supplementary information is saved as metadata.
Supplementary information is entered in the text box.
Persona Question
Widget



This widget lists a question for the persona that best associates
with a desired set of users.
Bio Widget



This widget provides a general biography for the persona that
best associates with a desired set of users.
Custom Stories
Widget



This widget provides a way to add a series of additional questions,
biographies, or other relevant content to better associate with a
desired set of users.
Slider Widget



This widget adds a slider with multiple available values. The
values are represented by percentage. 
 Range Widget



This widget adds a customizable data range slider to the template. 
Horizontal Bar
Widget



This widget adds a horizontal bar to the template. The bars are
akin to bars in bar charts.

 


Creating Personas

Once a persona template is set, you can start creating personas.

To create a persona, do the following:

  1. Click Automation > Personas in the left toolbar.
  2. Click  cog.png  Options > New Persona from Template.
  3. Enter information in the following fields:

    • Persona Name

    • Persona Title

    • Persona Question

    • Persona Answer

  4. Click Create Persona.
  5. Click  pencil.png  Edit above section widgets to modify information.
  6. Enter the applicable information or set the necessary parameters in the widget.
  7. Click Save Changes.
  8. Repeat as necessary to fill out information in every widget.

Click to enlarge.

Note: You can edit the Persona Question here. However, changes made to this field will change the field value for all personas.

Refer to the following articles for more information on using created personas:


Setting Personas

You can set personas to contacts through their individual records.

To set personas through the Contact Record, do the following:

  1. Click Contacts in the left toolbar.
  2. Click the name of the desired contact.
  3. In the Overview tab click the Marketing Profile drop-down menu.
  4. Select the desired persona.
  5. Click OK.


Click to enlarge.


Deleting Personas

You can delete personas you no longer need.

To delete a persona, do the following:

  1. Click Automation > Personas in the left toolbar.
  2. Locate the desired persona.
  3. Click the  trash.png  Delete icon above the persona.
  4. Type CONFIRM in the text box.
  5. Click Remove.

Click to enlarge.

When deleting all personas, the persona functionality will be hidden within the application. This means that you will not see personas in dynamic content, automation, and the like.


Frequently Asked Questions

Q: How many personas can I create?
A: There are no limits to the number of personas that can be created.

Q: Can I build a dynamic list based on personas?
A: Yes. Persona assignment is available as both a trigger and filter in automation.

Q: What does a lead see on a Lead Gen & CRM  form if the persona selection has already been assigned?
A: The Persona Answer for the assigned persona will autofill into the field.

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