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Overview

Personas are collections of job titles that you want to target. Each persona consists of a list of titles that you want to include and exclude. Personas can be used throughout Unify, such as when prospecting or routing people to different sequences.

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Create a persona

Navigate to the Personas tab in the sidebar and select New persona. Here you can add job titles that you wish to include or exclude when matching people against this persona.

Add titles to be included or excluded.

You can also take advantage of AI-powered persona generation to automatically find and add similar job titles to your persona. This lets you quickly define comprehensive personas that match different variations of a job title.

You can add suggested titles individually or all at once.

Once you’ve added all the titles you want to include or exclude, click Create persona to save your changes. This persona will now be available for use throughout Unify.

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Title matching behavior

When evaluating whether a person’s job title matches a persona, Unify adheres to the following rules and heuristics:
  • Ignore capitalization: For example, “RevOps Lead” and “Revops lead” are considered equivalent.
  • Ignore punctuation: For example, “Enterprise Sales, Lead” and “Enterprise Sales Lead” are considered equivalent.
  • Ignore word order: For example, “Lead Sales Engineer” and “Sales Engineer, Lead” are considered equivalent.
  • Ignore extraneous words: For example, “CEO” and “CEO and Founder” are considered equivalent.
That means that you don’t need to exhaustively list every possible variation of a job title in your persona. Instead, you can focus on the most common keywords and let Unify handle the details.