Concept

Personas

A Persona is a reusable buyer profile that tells agents how to communicate — tone, objections, demos, and CTAs. Each lead gets assigned a persona so every message feels tailored.

Anatomy of a Persona

nameDisplay name — e.g. "Planner Senior"

roleJob title or function — e.g. "Wedding Planner"

marketSegmentTarget market — e.g. "Luxury weddings"

painPointsProblems this persona faces — drives empathy in messaging

preferredToneCommunication style — professional, warm, direct, etc.

commonObjectionsFrequent pushbacks — agents prepare counter-arguments

demoPreferencesWhich demo assets resonate with this persona

ctaPreferencesPreferred calls-to-action — book a call, start trial, etc.

ICP vs Persona

The Ideal Customer Profile (ICP) lives inside a Playbook and answers "should we pursue this lead?". The Persona answers "how do we talk to them?". They work in sequence: ICP filters first, Persona personalizes after.

Dimension	Playbook ICP	Persona
Question it answers	Does this lead match our target?	How should we talk to this lead?
Used by agents	LeadFinder, Research (scoring & qualification)	Personalization, Sequence, Reply (tone & content)
Lives in	Playbook (icpDefinition + qualificationRules)	Persona entity (standalone, reusable)
Granularity	One per playbook	Multiple per playbook (e.g. junior vs senior)
Nature	Filter — binary (qualified / not qualified)	Profile — shapes communication strategy
When in flow	Early — before first outreach	After qualification — during outreach & follow-up

In the processing chain

ICP filtering happens early (qualification). Persona assignment happens right before the first outreach and shapes every subsequent interaction.

Lead created

lead.created

ICP checkLeadFinder

Enrichment + scoring against ICP

ResearchResearch

Qualification + playbook selection

Persona assigned

lead.personaId set

OutreachPersonalization

Tone & content shaped by Persona

SequenceSequence

Follow-ups adapted to Persona

ReplyReply

Objection handling per Persona

ICP phase (qualification)

Persona phase (communication)

Example — Anatole.wedding

A wedding planning SaaS targeting professional planners. Here is how ICP and Personas work together in practice.

Playbook ICP

"Should we pursue this lead?"

•Wedding planner based in France
•3+ years of experience
•20+ weddings per year
•Average budget > 30k€

PersonaPlanner Senior

Tone: direct, peer-to-peer
Pain: coordination multi-prestataires
CTA: demo personnalisée

PersonaPlanner Junior

Tone: warm, educational
Pain: manque d'outils professionnels
CTA: essai gratuit

Related concepts

ICP definition and qualification rules are configured in the Playbook. Personas are assigned to leads via playbooks, which define the sales strategy and target personas together. Each Lead carries a personaId that agents reference throughout the sales cycle.