How to Define Personas

Intro to Defining Personas

Defining Personas in Unify allows you to clearly identify and organize your ideal customer profiles (ICPs) by job title, so you can build targeted, reusable segments that fuel your outbound strategy. Instead of manually entering job titles for every sequence or play, Personas let you standardize your targeting across workflows, ensuring that the right people receive the right message—every time. This not only saves time, but also drives higher consistency and performance across your outreach.

To create a new Persona, navigate to the Personas tab in the left-hand sidebar of your Unify instance and click on “New Persona.” Give your Persona a clear, descriptive name, such as “Heads of Engineering” or “Revenue Operations Leaders.” Then, begin entering job titles that represent this group—starting with something like “VP of Engineering.” As you type, Unify will generate intelligent suggestions for similar or adjacent titles like “CTO,” “Director of Engineering,” or “Chief Engineering Officer.” You can select the titles that best match your ICP and click “Add Selected” to include them in your Persona definition. This process is designed to be fast and flexible, so you can easily expand your title coverage while maintaining precision.

To keep your Persona tight and focused on decision-makers, Unify allows you to exclude titles that might look similar but are not a good fit. For instance, if your outreach is not intended for individual contributors, you might exclude titles like “Software Engineer” or “QA Engineer.” These exclusions help ensure that your prospecting logic avoids low-relevance contacts, keeping your messaging aligned with the audience that matters most.

Unify’s title-matching logic is built to handle the real-world complexity of job titles. The platform uses a smart “contains” system, meaning that it doesn’t rely on exact matches or formatting quirks. It treats “VP of Engineering” and “Engineering VP” the same way, and it ignores capitalization, punctuation, or minor wording differences. This makes it easy to define personas once and trust that they’ll consistently match the right people, no matter how a title appears in your CRM or enrichment data.

Once your includes and excludes are finalized, simply click “Create Persona” to save. From there, your Persona is ready to be used in sequences, Plays, prospecting filters, and routing logic. Every time you run a workflow in Unify, you can pull in the Persona to segment your outreach without having to rebuild your targeting criteria from scratch.

With Personas, your team operates from a shared understanding of who you’re trying to reach—making automation smarter, messaging sharper, and go-to-market operations more cohesive. Whether you’re just getting started or scaling outbound across teams and territories, Personas are a foundational building block for precision at scale.