Intro to Personas

Intro to Personas

Personas in Unify allow you to define your ideal customer profiles (ICPs) by job title, making it easy to segment and target the right individuals across your entire outbound workflow. Once created, personas can be reused throughout the platform to power precise routing, filtering, and personalization in your plays, sequences, and audiences. In this module, you’ll learn how to build personas using included and excluded titles, and how to apply them effectively across your Unify instance.

To get started, log into Unify and click on the Personas tab in the left-hand sidebar. If you’re in a new account, the tab may be empty, but in an active instance, you’ll see a list of previously defined personas. Click New Persona in the upper right to create your first one. Each persona consists of two key components: titles you want to target, and titles you want to exclude. For example, if you’re creating a persona for customer support leadership, you might start by typing “Head of Customer Support” into the Include Titles field. Unify will automatically suggest additional relevant titles, like VP of Support or Director of Customer Experience. You can select the appropriate ones and add them with a single click.

Unify uses contains-based logic for matching job titles, meaning you don’t need to worry about exact formatting—“VP Support” and “Support VP” are interpreted the same. To improve the quality of your audience, you’ll also want to define excluded titles. For instance, you might add “Analyst,” “Technician,” or “Intern” to avoid reaching out to junior or non-relevant roles. This balance of inclusions and exclusions helps you zero in on the right decision-makers or influencers.

Once you’re satisfied with your persona setup, click Create Persona to save it. Your new persona is now ready to be used in a variety of ways throughout Unify—whether that’s as a filter in audience creation, a condition for play routing, or a targeting layer in outbound sequences. Because personas are reusable and editable, they also help standardize segmentation logic across your team and maintain alignment in your GTM strategy.

With your first personas now defined, you have the foundation for consistent, scalable targeting in Unify. Whether you’re filtering inbound leads, launching outbound campaigns, or uploading new contacts for enrichment, personas keep your messaging focused and relevant—ensuring that every touchpoint hits the right audience.