Whether your Marketing and Sales teams have already defined a very detailed Persona analysis of who are your buyers, influencers, users, or whether you are just starting, it is easy to automatically label your Leads and Contacts directly in your CRM with MadKudu. 

With MadKudu 

• It's easy to create Persona in the Data Studio by yourself 
• You can use enrichment from multiple sources (your CRM/MAP + MadKudu’s)
• You can sync the Persona directly to your CRM or other systems  

Here is how!

 

Pre-requisites 

• You have the permissions of the Admin or Architect role
• You are able to create or request to create fields in your CRM
• You know what a Computation is

Supported integration to sync computations to 

• Salesforce
• HubSpot
• Segment 
• Eloqua 
• S3 

Summary

1. Define the list of personas and their definitions
   • e.g Buyer, Influencer, Admin, Legal ..., SMB Buyer, Enterprise Buyer ... etc 
2. Define the enrichment fields to use: the title/role/seniority from your CRM, the enrichment from MadKudu...? 
3. Create the Persona computation(s) in the Data Studio (see below)
4. Create fields in your CRM
5. Start syncing values to your CRM
6. Add the persona field to your Lead, Contact and Account layout 

 

Step by Step

1. Define the list of personas and their definitions

Here is a template you can start with or use the Persona analysis your team already established. 

You can define as many Persona as you need and with any demographic, firmographic and technographic data points or keywords. 

	Buyer	Influencer	User
Definition	Final decision maker in the sales cycle, with signing authority	Looking for a solution to their need for their team	End-user of the product
Role/Seniority	Marketing Executive	Marketing Manager	Marketing Manager or IC Sales manager or IC
Titles or Keywords	VP of Marketing  CMO Director of Demand Gen Director of Marketing	Marketing Ops Manager Demand Gen Manager	Marketing Operations Sales Operations

 

2. Define the enrichment to use 

With MadKudu's Data Studio, you can combine data from multiple sources to create computations. 

• If you would like to use enrichment from your CRM, create the corresponding computations to make this enrichment available in the Data Studio.
  • Make sure your CRM fields are pulled 
  • Map them in the Attribute mapping 
  • Create Computations (example a computation that contains the data from the field "title" in your CRM)
• MadKudu provides out-of-the-box computations on the person's role, title, seniority, if they have a GitHub account, Twitter followers .. etc and much more. 
• You can combine both enrichment sources to improve coverage. We recommend building a computation like "title_combined" defined as "COALESCE (title_crm, pers_title)" which combines both the data from your CRM and the data from MadKudu's partners (Clearbit) 

3. Create the Persona Computations

• In the Data Studio
• Go to Computations on the left side navigation bar
• Click New Computation
• Select type String
• Computation Name: Persona
• You can use the conditional mode to create conditions or the advanced mode to use SQL statements. 
• Define the conditions
  Example:
  Tip: 
  • You can use Pers Title which is Clearbit enrichment, or a field from your Salesforce you've pulled and mapped in the Attribute mapping, or a combination of both like Title Combined which you need to create first. Learn more 
  • Important:
    • the order of the IF statements is important, a Lead would only get the value of the first rule it verifies. 
      • Example: John is VP Marketing. 

        • IF pers_title  contains Marketing then Influencer 

        • IF pers_title contains VP and pers_title contains Marketing then Buyer 

        • -> John would be flagged Influencer and not Buyer 
    • If you have a lot of definitions, you may want to use 1 computation per persona (see option 2), and create a final one regrouping them all which would be

      "IF is_buyer = 1 THEN Buyer
       IF is_influencer = 1 THEN Influencer 
      ... 
        ELSE NULL" 

• Click Save 
• Click Deploy 

Visualize the Persona Computations 

• Go to the Customer Fit Model you are working on. 
• Reload the computations in the Overview tab of the model in the Studio.
• Create a Signal "IF mk_persona is known THEN  Lead persona is [persona] "
• Save 
• Go to Review > Sample tab and look at a sample

Iterate on the configuration of the persona computation to increase the coverage by updating the computation and reloading the computations. 

 

4. Create field in your CRM at the Lead/Contact object

In Salesforce, go to the gear icon Setup, then Object manager then Lead object

Create new field with the following configuration:

• Type: Text (255)
• Label: MK Persona
• Name: mk_persona
• Description: Classification of persona based on title, role or seniority, populated by MadKudu product and configured in MadKudu Data Studio.

Repeat at the Contact object. 

5. Start syncing the persona values to your CRM

• Go to your MadKudu account in Settings > Push
• if you see a message “A custom configuration has been set up for you...” please submit a support ticket to push the persona computation to the field.
• otherwise, click on “Edit configuration” and add the computation “Persona” to the configuration. Follow the different steps all the way to the end.

 

6. Add the field MK Persona to your Lead and Contact Layout 

• In your Salesforce, head to Setup > Object Manager > Lead > Page Layout > Lead Admin layout
• Drag and drop your new field(s)
  
• Save

Et voilà! 

(Optional) Add the field to your Account layout 

• In your Salesforce, head to Setup > Object Manager > Account > Page Layout > Account Admin layout
• Create a contact and/or lead window
• Click on the little wrench on the Contact list and add your new field(s)
  
• Save
• Show the new toy to your Sales team!

 

 

Frequently Asked Questions

How often are the persona computation refreshed? 

If the Persona computation is defined using enrichment from your CRM, whenever you change this enrichment, the Persona will update accordingly with the next analysis then sync process. 

MadKudu relies on Clearbit data which refresh data about every month and therefore would update accordingly if the Persona computation uses MadKudu enrichment.