Overview
What are Persona Cards?
Persona Cards is where you define your Ideal Buyer Personas (IBP). Each Persona represents what you want to target, organized by their function or department (not just job title).
Personas have in-depth AI-generated information about responsibilities, KPIs, frustrations, value propositions, and typical objections of your Personas. Personas are assigned to verticals.
Persona cards are used by AI agents & also can serve as a sales training tool.
When should I use it?
When setting up or updating your Ideal Customer Profile (ICP) and target personas.
When you need to align sales, marketing, and enablement teams on who to target.
When experimenting with new personas or refining your GTM strategy.
Before You Start
You must have Admin access to create Persona Cards.
Learn more on what’s inside Persona Cards & how Salespeople will see them.
Gather information about the roles, departments, and typical responsibilities of your target personas.
Step-by-Step Guides
Creating and Managing Persona Cards
Navigate to Agent Training Center >> Persona Cards.
Click “Add new” to create a Persona Card
Set Persona Type, Status & Priority
Assign the persona a Type:
Decision-maker: Has budget control.
Influencer: Reports to the decision-maker and needs their approval.
Champion: Typically a junior employee or end-user with little influence.
Choose the Status:
Ongoing: Actively targeting this persona.
Paused: Temporarily not targeting (e.g., during experimentation).
Crashed: No longer targeting, concluded that this persona is bad fit.
Set the Priority.
This affects how the Contact Finder agent searches for contacts (higher priority personas are searched first):
High - agents will look for these first.
Medium.
Low.
Define Persona:
Specify Expertise:
Think of it as a department/function: primary area of work, e.g., sales, marketing, finance.
Define the persona by department or function (not just job title). For example, use "Finance" instead of "CFO" or “VP of Finance”.
Set Job Seniority: e.g., Chief, VP, Director.
Set Job Experience (e.g., minimum years in the field).
Provide Job Title examples to help AI agents identify relevant contacts.
(Optional) Manual input (advanced setting): if you want to guide AI when generating persona cards, you can give it manual input like: “Strictly do not mention compliance” or “Strictly do not mention integrations under Objections and Objection handling”.
Assign Persona to Verticals and/or Key Accounts:
Click “+” button next to specific Persona
Assign each Persona to:
Verticals (industry categories)
and Key accounts as needed.
Review Persona Mapping
Click “Show all” next to specific Persona.
Click “Open” next to a specific Vertical.
Note: you can also access specific Persona from the Ecosystem view:
Review AI-generated descriptions of Persona:
Responsibilities
KPIs
Frustrations
Value propositions
Objections and objection handling
Buyer journey information
Use cases
Information sources for decision-making
Mainly focus on Frustrations and Value propositions.
If you need to make any changes, see section “Fine-tune persona” below.
Fine-tune Persona
You can fine-tune Persona by changing their “Tasks” and/or adding specific instructions in “Fine tune pain”.
Open the specific Persona page.
Click “Edit” icon.
In the Persona page, adjust the "Tasks" section (jobs to be done). You can use “Generate with AI” to generate a new set of Persona tasks that are biased towards your value proposition.
Ensure tasks are aligned with your value proposition and the persona’s daily responsibilities and are biased towards your value proposition (solution).
The goal is to write here the tasks/jobs-to-be-done that your solution can solve/improve. No need to write ALL of the tasks they do.
If needed, use “Fine tune pain” to instruct the AI to avoid certain topics (e.g., "Strictly do not mention compliance").
Assign Persona to Vertical(s)
Go to Agent Training Center >> Persona Cards
Click “+” next to the specific Persona
Select Verticals to which you want to assign the Persona
Click “Assign”
Unassign Persona from Vertical(s)
Show all >> click delete next to a specific vertical.
Go to Agent Training Center >> Persona Cards
Click “Show all” next to specific Persona
Click “Delete” icon next to specific vertical
Pause Persona Card
Click “Edit” next to specific Persona.
Set Status to “Paused” and click “Update”.
Delete a Persona Card
Click the Delete button next to the specific Persona.
Other tabs on Persona Card
Sales coach
Shows Calibrated Questions for this persona.
A calibrated question is an open-ended question salespeople use to engage prospects in a way that:
Shows deep understanding of their responsibilities, KPIs, pain points, and frustrations
Assumes they already have a plan in place (so they don’t feel cornered or judged)
Positions you as an industry peer, not “just another salesperson”
Lowers the prospect’s zone of resistance and encourages open dialogue
You can change the number of questions here or fine-tune them. This is how it shows up for salespeople:
Plays
Shows Plays in which this persona is assigned.
You can edit Plays from here directly or through usual route (Playbooks >> Plays)
FAQ
What is a Persona Card in Evergrowth?
A Persona Card is a structured profile in Evergrowth that defines a target buyer type by department, role, and influence level. It includes details like responsibilities, KPIs, frustrations, value propositions, and more, helping teams and AI agents personalize outreach and automate contact discovery.
How do I use Persona Cards for contact discovery?
Persona Cards guide the Contact Finder agent to search for and prioritize contacts matching your defined personas. The agent uses the priority and criteria set in the persona card to find the most relevant contacts first.
Can I edit AI-generated persona details?
Yes, you can manually edit or regenerate any AI-generated details in a persona card, including tasks, responsibilities, KPIs, and more. This ensures the persona stays aligned with your GTM strategy.
What is the difference between decision-maker, influencer, and champion in Persona Cards?
Decision-maker: Has budget control and final say.
Influencer: Reports to the decision-maker and influences the buying decision.
Champion: Usually a junior or end-user with little buying influence but may advocate for your solution.
How do I assign personas to ecosystems and verticals?
From the persona card, use the assignment options to assign the persona to specific ecosystems (customer segments), verticals (industry categories), and key accounts. This helps organize your outreach and research efforts.
Additional Notes & Tips
Personas are defined by department or function, not just job title, to ensure broader and more accurate targeting.
Status and priority settings help you experiment with new personas and optimize your targeting strategy.
AI-generated persona mapping includes buyer journey insights, objections, and value propositions, but always review and adjust for accuracy.
You can instruct the AI to avoid certain topics in persona tasks (e.g., "Do not mention compliance").
Persona Cards are accessible to sales reps under the Playbook for training and preparation.
Regularly review and update persona cards as your GTM strategy evolves or as you gather new insights from campaigns.