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Personas are defined groupings of target roles and titles that represent the buying committees or decision-makers you want to engage. They answer the question: “WHO should we talk to at each account?”

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What Are Personas?

Personas help you identify and target the right individuals within accounts by defining:
  • Job titles - Specific roles you want to reach (e.g., “VP of Sales”, “Director of Marketing”)
  • Seniority levels - Minimum level required (e.g., Director+, VP and above)
  • Keywords - Terms that appear in LinkedIn profiles for further refinement
  • Exclusions - Titles or keywords to avoid (e.g., exclude “Content Marketing” when targeting “Marketing”)
Example: A “Revenue Operations” persona might include titles like “VP of RevOps”, “Director of Sales Operations”, and “Head of Revenue Enablement” while excluding “Marketing Operations” and “IT Operations”.

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How Personas Fit Into Seam

Personas work with other intelligence features to complete the targeting picture: 
Fit Scoring → Which ACCOUNTS to target?
     ↓
Intent/Signals → WHEN to engage?
     ↓
Personas → WHO to engage?
     ↓
Plays → HOW to engage?
Example Flow:
  1. Fit Score identifies Company X as an A-fit account
  2. Intent Signal detects they visited pricing page 5 times
  3. Personas define which roles to target (CMO, VP Demand Gen, Director Growth)
  4. Play automatically finds those people, enriches their data, and adds to sequence

Build Plays with Personas

Learn how personas power automated workflows

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Configuring Personas

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Title-Based Targeting

Define personas using specific job titles: Example: Data Engineering Persona
  • Include: “VP of Data”, “Head of Data Engineering”, “Director of Analytics”, “Chief Data Officer”
  • Exclude: “Data Analyst”, “Junior Data Engineer”
  • Seniority: Director and above
Example: Growth Marketing Persona
  • Include: “VP of Growth”, “Director of Demand Generation”, “Head of Growth Marketing”
  • Exclude: “Product Marketing”, “Content Marketing”, “Brand Marketing”
  • Seniority: Manager and above

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Keyword Matching

Add keywords that appear in LinkedIn profiles to refine targeting: Example: RevOps Persona
  • Titles: “VP RevOps”, “Director Revenue Operations”
  • Keywords: “Salesforce admin”, “revenue architecture”, “sales operations”
  • Exclude Keywords: “customer success operations”, “support operations”
This catches people with non-standard titles who still match your target profile.

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Priority Ordering

Order personas by importance to your business:
  1. Priority 1: VP of Sales (highest value, hardest to reach)
  2. Priority 2: Director of Sales Operations (strong influence)
  3. Priority 3: Sales Development Manager (user/champion)
When Seam prospects, it fills contacts in priority order until reaching your specified limit per account.

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Contact Limits

Set how many people to find per account:
  • High-value accounts (Tier 1): 5-7 contacts across all personas
  • Mid-tier accounts (Tier 2): 3-5 contacts
  • Programmatic accounts (Tier 3): 1-2 contacts
More contacts = better buying committee coverage but higher costs (credits per contact).
Start with 3 contacts per account. This ensures you’re not single-threaded but keeps costs manageable.

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Automated Prospecting

When triggers fire, Seam automatically prospects for contacts matching your personas:
1

Trigger Occurs

Account visits website, shows intent, or signal fires
2

Persona Matching

Seam searches for people matching persona criteria at that account
3

Multi-Provider Enrichment

Uses 20+ data providers in waterfall approach to find best contact info
4

Data Validation

Validates emails and phone numbers for deliverability
5

Deployment

Pushes contacts to CRM, sales sequences, and ad platforms
This happens automatically—no manual list building or contact searching required.

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Use Cases

Scenario: High-fit company visits your pricing pagePersonas Triggered: CMO, VP Marketing, Director Demand GenActions:
  • Seam identifies the company
  • Automatically finds 3-5 people matching personas
  • Enriches with emails and phone numbers
  • Adds to targeted outreach sequence
  • Pushes to LinkedIn matched audience
Result: Engage buying committee within hours of website visit
Scenario: Account shows high Bombora intent on relevant topicsPersonas Triggered: Multiple personas across buying committeeActions:
  • Find executive sponsor (CRO, VP Sales)
  • Find economic buyer (CFO, VP Finance)
  • Find champion (Director RevOps, Sales Manager)
  • Find technical evaluator (Sales Ops Analyst)
Result: Multi-threaded engagement across decision-makers
Scenario: Target persona gets promoted or changes companiesPersonas Matched: Based on their new titleActions:
  • Detect job change signal
  • Verify new company is A/B fit
  • Automatically initiate congratulatory outreach
  • Add to new executive sequence
Result: Leverage warm relationship at new company
Scenario: B/C-fit accounts showing intent but not worth AE timePersonas Triggered: Primary decision-maker only (1-2 contacts)Actions:
  • Find highest-priority persona only
  • Add to automated nurture sequence
  • No manual sales follow-up required
Result: Coverage on hundreds of accounts without SDR time
Scenario: Conference attendee list needs follow-upPersonas Triggered: Based on attendee titlesActions:
  • Match attendees to defined personas
  • Enrich with additional buying committee members
  • Route high-priority personas to sales
  • Route others to nurture
Result: Systematic, persona-based event follow-up
Scenario: Customer showing usage patterns indicating upsell potentialPersonas Triggered: Different personas than original saleActions:
  • Find new stakeholders (e.g., CFO for enterprise deal)
  • Find additional departments (e.g., Marketing after selling to Sales)
  • Route to account manager for expansion conversation
Result: Systematic account expansion motion

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Integration Points

Personas integrate throughout the Seam platform:
IntegrationHow Personas Are Used
OnboardingConfigured during initial setup with CSM guidance
AI ProspectingAutomatically finds contacts matching criteria
PlaysTriggers target specific personas when conditions met
EnrichmentSources emails and phone numbers for matched personas
CRM SyncPushes persona-matched contacts to Salesforce/HubSpot
Ad PlatformsDeploys personas into LinkedIn matched audiences
Sales EngagementRoutes to SalesLoft, Outreach, or other tools

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Multi-Provider Enrichment

Seam uses a waterfall approach with 20+ data providers to ensure the best contact data:
1

Primary Provider

Try highest-accuracy source first (e.g., ZoomInfo)
2

Secondary Providers

If no data found, try next provider (e.g., Apollo)
3

Tertiary Sources

Continue through provider list (Lucia, Cognism, etc.)
4

Best Result

Return highest-confidence email and phone number
This ensures comprehensive coverage across:
  • Geographic regions (US, EMEA, APAC, LatAm)
  • Company sizes (SMB to Enterprise)
  • Industries and verticals
  • Public vs. private companies

View Data Providers

See all available enrichment sources

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Best Practices

Don’t try to define every possible role. Focus on the 3-5 most important personas for your sales cycle. You can always add more later.
Be specific about what to exclude. “Marketing” is too broad if you only want demand gen—exclude “Product Marketing”, “Content Marketing”, “Brand Marketing”, etc.
Ask sales: “Who do you want to talk to?” Base personas on roles that actually convert, not theoretical buying committees.
  • A-tier accounts: All personas (5-7 contacts)
  • B-tier accounts: Primary personas (3-4 contacts)
  • C-tier accounts: Single persona (1-2 contacts)
For enterprise sales, Director+ makes sense. For SMB sales, Manager+ may be appropriate. Match seniority to your deal size.
Check which personas are converting. If “VP Marketing” never responds but “Director Demand Gen” does, adjust priorities.
If you sell to a specific niche (e.g., “revenue operations”), keywords help find people with non-standard titles who still fit the role.

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Configuration Tips

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Similar to LinkedIn Sales Navigator

Persona configuration works like LinkedIn Sales Navigator search:
Enter specific titles you want to target, just like in Sales Navigator’s title field
If you’re comfortable with Sales Navigator, you’ll find persona configuration intuitive.

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Common Persona Examples

Include: VP RevOps, Director Revenue Operations, Head of Sales Operations, Revenue Enablement ManagerExclude: Marketing Operations, Customer Success OperationsKeywords: Salesforce, revenue architecture, GTM operationsSeniority: Manager and above
Include: VP Demand Gen, Director Demand Generation, Head of Growth Marketing, Lead Gen ManagerExclude: Product Marketing, Content Marketing, Brand MarketingKeywords: ABM, pipeline generation, MQL, SQLSeniority: Manager and above
Include: VP Data, Head of Data Engineering, Director Analytics, Chief Data OfficerExclude: Data Analyst, BI Analyst, Junior Data EngineerKeywords: data infrastructure, data platform, ETL, data pipelinesSeniority: Director and above
Include: CRO, VP Sales, SVP Revenue, Head of Sales, Director SalesExclude: Sales Engineer, Sales OperationsKeywords: quota, sales team, revenue growthSeniority: Director and above

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Common Questions

Start with 3-5 core personas that represent your typical buying committee. Most customers maintain 5-10 personas total across different segments.
Yes. You can define different persona sets for enterprise vs. SMB, different industries, or different product lines. Each play can target specific persona combinations.
Seam will find the closest match based on your criteria. At a 20-person company, you might get “Head of Marketing” instead of “VP Marketing” if that’s the most senior marketing role.
Yes. Each contact found and enriched consumes credits. Setting appropriate contact limits per account helps manage costs.
Absolutely. Personas should be refined over time based on which roles actually convert. Update them in your settings and new plays will use the updated definitions.
Keywords help catch non-standard titles. For example, “Growth Hacker” might not include “Marketing” in the title, but keywords like “demand gen” and “pipeline” help identify them.