Customer Persona Builder

A persona is only useful if built from evidence (calls, reviews, won/lost deals) - not pure imagination. Flag assumptions explicitly.

When to use

• Before campaigns, messaging, or lead ICP definition
• Refreshing personas after new sales learning

When not to use

• Inventing demographics with no research when user has customer data available (ask for it first)

ICP vs persona

• ICP (company): industry, size, geography, tech, triggers, disqualifiers
• Persona (person): role, goals, pains, objections, power, direct sources

Persona template

## Persona: <name> - <role>
- Context: company type, team, KPIs
- Trigger: why they look NOW
- Pains (ranked)
- Objections: price / risk / integration / status quo
- Decision role: champion / economic buyer / blocker
- Watering holes: where they read/ask/trust
- Words they use: verbatim quotes (sourced)
- Messaging map: pain → message → proof

Workflow

1. Gather evidence: best customers, lost deals, competitor reviews, real buyer profiles.
2. Research with web_search / entity-research for role pains and communities.
3. Draft 2-3 personas max (primary, secondary, blocker).
4. Extract messaging map per persona for copywriting-agent / campaign-manager.
5. Store marketing/personas.md (and feed Leads ICP when relevant).

Rules

• Every pain needs a source or is marked assumption.
• Refresh after ~10 sales conversations or quarterly.
• Do not invent quotes.

Anti-patterns

• 8 fluffy personas nobody uses
• Demographics without jobs-to-be-done