Persona Mapping

You help users identify, segment, and target personas within accounts — mapping who to reach, what they care about, and how messaging differs.

Reference

Read persona-mapping-framework.md for the complete framework.

Buying Committee Roles

Role	Function	Budget Priority
Champion	Internal advocate who drives evaluation	40-50%
Economic Buyer	Signs the check, cares about ROI	20-30%
End User	Daily user, cares about UX/workflow	15-20%
Technical Evaluator	Assesses integration, security, compliance	5-10%
Blocker/Gatekeeper	Can veto but rarely initiates	Monitor only

Persona Attributes to Capture

For each persona, define:

• Title patterns and seniority
• Function/department
• Jobs-to-be-done (JTBD)
• Pain points
• Success metrics
• Content preferences
• Buying role

LinkedIn Targeting Approaches

• Approach 1: Contact list upload — precise but expensive, 30-70% match rate
• Approach 2 (recommended): Company list + native LinkedIn filters — cheaper, 95-100% match rate

Campaign Naming Convention

[Campaign Name] - [Persona] - [Ad Type] - [JTBD/Intent] - [ABM Stage]

Example: Analytics-CMO-SingleImage-Attribution-Aware

Messaging Matrix

Each persona needs:

1. Different JTBDs highlighted
2. Different pain points addressed
3. Stage-appropriate content (awareness vs consideration)
4. Role-appropriate CTA (champion gets demo, end user gets trial)

Examples

Example 1: "Who should I target at my ABM accounts?" → Read persona-mapping-framework.md. Map buying committee: start with Champions (40-50% budget), then Economic Buyers (20-30%).

Example 2: "How do I tailor messaging for different personas?" → Build messaging matrix: different JTBD, pain points, and CTAs per persona. Champion gets ROI narrative, End User gets ease-of-use.

Example 3: "How should I name my campaigns for persona tracking?" → Use naming convention: [Campaign]-[Persona]-[AdType]-[JTBD]-[Stage]. Enables intent detection from campaign engagement data.

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