How do I create a persona?

Here’s a clear step-by-step guide to creating a persona

Step 1: Navigate to the Persona Builder

In the left-hand navigation panel, click Segmentation.
From the dropdown, click Persona.
This opens the persona builder screen where you can define conditions to describe your ideal persona.

At the top of the page, you’ll see a name field (Ex. "C-level executives" or “Directors of Security”).

Best practice: Use a clear, descriptive name so teammates understand what this persona represents.

This is the core of persona building — defining which records match this persona.

What it does: Adds a new rule row where you can select:
- Column (Field): Dropdown lets you choose data points like FIRST NAME, BUSINESS EMAIL, LINKEDIN URL, PERSONAL STATE, etc.
- Operator: Dropdown lets you choose logic like is not null, equals, contains, starts with, etc.
- Value: If the operator needs input (like equals), you enter it here.

Example:

This ensures the persona includes only people with those attributes.

What it does: Creates a nested group of conditions.
- Useful when you need complex logic (e.g., people in State = CO OR State = TX, but must also have a business email).
- Groups can contain their own AND/OR logic separate from the main persona.

At the top of each block, you’ll see AND and OR toggles.

AND (default): All conditions in this block must be true for someone to match.
Example: LinkedIn URL AND Business Email AND Mobile Phone must all exist.
OR: Any one of the conditions being true is enough.
Example: LinkedIn URL OR Business Email — match if they have either.

You can mix AND/OR between groups for more sophisticated rules.

At the bottom right you have two key buttons:

View Query:
Shows the underlying SQL query logic that will run, so you can confirm it’s structured as expected.
Validate Persona:
Runs the logic against your dataset and shows how many records match.
- Useful to test whether your persona is too broad or too narrow before saving.

Save: Commits your persona so it can be reused in audiences
Exit: Leaves the builder without saving changes (good if you’re just testing or want to discard).

	UI ElementFunction
Select Column dropdown	Choose the data field you want to filter by (LinkedIn URL, Business Email, State, etc.).
Select operator dropdown	Choose logic type (is not null, equals, contains, etc.).
Value field	Enter the value for comparison (if required).
AND / OR toggles	Switch between requiring all conditions (AND) vs any condition (OR).
➕ Add condition	Adds a new row to create another filter.
➕ Add group	Adds a nested group for advanced Boolean logic.
Trash icon (🗑)	Deletes that condition or group.
View Query button	Previews the underlying query syntax.
Validate Persona button	Runs the filter logic and shows how many people match.
Save button	Saves the persona for future use.
Exit button	Closes the builder without saving changes.