Personas and Contacts
Last updated
Last updated
Every company in the segment can be enriched with relevant contacts, including their contact details such as email and phone number.
At GoodFit, we think of contacts at a persona level — each persona represents a set of possible titles that identify a distinct stakeholder. Creating multiple personas allows you to map the entire buying committee.
For example, you might be selling to sales leaders but also have marketing and financial personas as key stakeholders. Ideally, you’d want to identify at least one person for each persona at every company you’re targeting to increase your chances of engagement, allowing you to tailor your messaging not only at the account level, but also at the contact level.
In order to enrich companies with contacts, navigate to the Contacts tab and click “+ Add Persona”.
Title keywords - list of keywords that the title of the relevant person should contain (e.g., “sales”, “marketing”, “revenue operations”).
Exclusion title keywords - list of keywords that should not be present in the title (e.g., “interim”, “assistant”)
Seniority - dropdown of different seniority levels. . Used to filter only the most senior people for a specific set of title keywords (e.g., VP, Head) of “sales”.
Location - filtering for people that are only in a specific location - can specify countries or regions here (e.g., VP of Sales based in United States or Europe).
You can create multiple criteria using the filters:
What happens in practice is that during the contact enrichment process, the system identifies all the matching people at the company and ranks them based on the order of the criteria's priority.
You can control how many contacts are returned per persona for each company using the “Find N Contacts” setting. Depending on the number, it returns top N of contacts based on their rank for each company.
Understanding if we have the right set of title filters might require some iteration. Persona Preview allows you to see the actual contacts matched by your configuration.
It also contains an "Unmatched Companies" tab that lists all the companies that currently don't have any contacts matching your definition. You can preview all available contacts at the company to see how you can improve your persona criteria (see our guide on Maximising Contact Coverage).
At times, you may want to understand why there are no matching contacts across all the personas at a company level. To do so, head back to the Companies tab and click on the "Matched Personas" column.
As part of the persona config, you can choose to enrich contacts with emails.
If "Find Emails" is enabled, we will only return contacts for whom we’ve found a valid email. Any contact without an available email will be skipped (you can still see those contacts if you click View → “Skipped”).
As part of email enrichment, we will also verify the returned emails. There are three following email verification statuses:
verified (🟢) - this email existence has been confirmed directly with the company’s email provider. You should see deliverability over 99% for those emails.
risky (🟡) - where it isn’t possible to directly verify the email because of the company’s email provider settings however we’re confident that this is the correct email based on other sources. You should see deliverability over 90%.
invalid (🔴) - this email is invalid. We will never return any email that is invalid during the initial search. However, we continuously reverify emails we’ve provided to ensure high quality, so if we spot that the email is no longer valid, we will update it in your dataset automatically.
Email deliverability - we have seen an average deliverability rate across the contacts we’ve supplied of over 95%.
Email coverage - on average, we’re seeing over 85% of the profiles enriched successfully with the email addresses.
It is quite common to reuse persona definitions across different segments. You can do so by clicking “Import persona from another segment”.
