Settings

Persona focus

4 min readSettings

Persona focus tells Kai who you are trying to reach. It defines the roles and seniority levels Kai prioritises when discovering contacts for Account-based, Always-on, and Intent-driven campaigns, and it informs how Kai angles outreach for different levels of the buying committee.

Above the line and below the line

Persona focus has two fields: above the line and below the line. These map to the two tiers of the buying committee you are targeting.

Above the line means senior stakeholders who own the budget or sign off on decisions. Director level and above. VP, CMO, Head of. The people who say yes.
Below the line means the practitioners and managers who live with the problem day to day and often champion the evaluation. They do not sign, but they influence heavily.

Account-based campaigns run one above-the-line contact in Wave 1 and two below-the-line contacts in Wave 2. The Always-on sourcing engine uses persona focus to score candidates and decide whether to queue them. In Intent-driven campaigns, persona focus guides which people at an account are worth pulling in when you cherry-pick from the account browser.

How to write a good persona focus

Persona focus is a freeform text field. Be specific about titles, departments, and responsibilities. The more precise you are, the better Kai's scoring and discovery will be.

A strong above-the-line description might be:

Director level and above in marketing, content, demand generation, product marketing, and sales enablement. This includes CMO, VP Marketing, VP Content, Director of Content Marketing, Director of Demand Generation, and VP or Director of Product Marketing. They own the content strategy and are accountable for pipeline generation from content.

A strong below-the-line description:

Content managers, demand generation managers, marketing managers, and digital marketing managers who produce, publish, and distribute content. They are the primary users of content tools and often drive tool evaluations. Typically 3 to 8 years of experience.

Where to find it

Persona focus lives in Settings, under the Outreach section. It is workspace-specific, so if you run multiple workspaces with different ICPs, each workspace has its own persona focus configuration.

Update persona focus before running Account-based or Always-on campaigns. If persona focus is blank, Kai will still discover contacts, but it will use a generic scoring heuristic rather than your specific criteria. The results will be less targeted.