Persona Mapping - Framework

How to identify, segment, and target personas within ABM accounts. Mapping personas to their jobs-to-be-done (JTBDs), pain points, and messaging.

The Persona Mapping Principle

ABM targets accounts, but people buy - not companies. Persona mapping answers:

1. Who at the target account should see your ads?
2. What do they care about? (JTBDs, pain points)
3. How should messaging differ by persona?
4. When should BDRs reach out to which persona?

Identifying Personas

Step 1: Analyze Your Closed-Won Deals