persona-mapping

Business

Map buying committee personas within target accounts for ABM and outbound campaigns. Use when the user asks about persona mapping, buying committee identification, persona-based messaging, JTBD mapping, champion vs economic buyer targeting, persona prioritization, or campaign naming for persona tracking. Triggers on "persona mapping", "buying committee", "champion", "economic buyer", "technical evaluator", "persona", "JTBD", "jobs to be done", "who to target at account", "persona messaging", "persona budget allocation", "campaign naming convention". Do NOT use for general ICP definition (use define-icp) or cold email writing (use cold-email skill).

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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 {SKILL_BASE}/resources/abm/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:

Different JTBDs highlighted
Different pain points addressed
Stage-appropriate content (awareness vs consideration)
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.