How to assign personas to your contacts

Last updated: July 26, 2018

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic

If you already have contacts in your database that haven't yet been assigned a persona, you can easily associate a contact with a persona using the contacts tool. Before you get started, make sure that you have created personas in the contacts tool. To learn how to create personas, read this article.

Once you've created your personas, you can follow the instructions below to learn the different ways you can assign contacts. There are a couple different ways you can assign personas to your contacts:

  1. You can assign personas to your contacts manually. This involves going into an individual contact record and setting a property value to the persona field. This can be helpful if you only need to assign a persona to a small handful of contacts that already exist in your HubSpot contact database.
  2. You can assign personas using the imports tool. This is particularly useful if you have a list of contacts that you want to add to your HubSpot contacts database whose personas you already know.
  3. You can assign personas via HubSpot Workflows (HubSpot Marketing Professional and Enterprise accounts only). Workflows make it easy to mark contacts as a specific persona and to keep track of personas in your Contacts database.  Using workflows to set personas allows you not only to categorize your existing database, but also gives you the ability to create more complex list criteria that is responsible for designating a persona.

How to manually assign personas in contacts

1. Navigate to your contacts

In your HubSpot account, navigate to Contacts > Contacts.

2. View a contact's properties

Choose which contact record you'd like to edit and click on their name. This will take you to their individual contact record.

Once in the contact record, locate the About card and choose View all properties.

3. Edit and save persona

From here, you'll want to locate the persona property. You can do this quickly by searching for persona in the top search bar. When you locate the property, click within the field to select a persona, then click Save.

How to add personas through imports

Before you begin, create a spreadsheet of your contacts with a column marked "Persona." Save this spreadsheet as a CSV (comma separated value) file.  In order to be imported into HubSpot, each contact requires an email address.

This persona column should be populated with the field values that a visitor would self-select on a form, not the internal names that you have given your personas.  In the example below, the CSV has the values that a student visitor would self-select, not the internal names you have given those personas.

HubSpot Help article screenshot

1. Navigate to Imports

In your HubSpot account, navigate to Contacts > Contacts.

From the Contacts Dashboard, click the Import at the top.

2. Import contacts

From the Import Status Dashboard, click Start an import.

3. Import file

Choose your import type, upload your file, and set the details of your import. On the Map properties screen, be sure that your persona column is mapped properly to the Persona property in HubSpot. When you are done mapping your properties and editing your import details, click Finish import.

To avoid issues while importing CSV files into HubSpot, please ensure that your CSV file is saved in Unicode (UTF-8) encoding and all members of your list have an email address, as this is a requirement for all contacts in HubSpot.

How to add personas using workflows and lists

1. Navigate to Lists

First, you'll create a list of contacts who meet a particular requirement for a persona. To create a list, navigate to Contacts > Lists and select New list. For full instructions on building a list, please click here. An example of a smart list that you could make is a list of contacts whose company is bigger than 200 employees, or whose company has a revenue greater than $100,000.

HubSpot Help article screenshot

2. Build your list

From here, give your list a name and then you can click the Show more info button to ensure your list is a smart list. Then begin adding your criteria. I chose Contact Property > Employees > is greater than 200. Make sure, once you've decided on your criteria, you click save list

HubSpot Help article screenshot

3. Create new workflow

In your HubSpot account, navigate to Automation > WorkflowsOnce there, click Create workflow.

In the window that appears, name your workflow, set the workflow type to Standard, then click Create workflow.

4. Set persona using the workflow

First, click Set enrollment criteria and set the workflow to enroll contacts who joined the list you created (in this example, the newly created "Contacts whose company has 200+ employees" list is used). If you would like to enroll all existing contacts that meet this criteria, be sure to check Enroll contacts who already meet these criteria, then click Save

Click the plus (+) icon to add an action to your workflow. From the Action window, select Set contact property value. Next, select the Persona property from the Contact property drop down and select a persona from the Enter new property value dropdown. Click Save. Add additional actions as needed. 

5. Activate workflow

Once you've added any additional actions if needed, click Review in the top right corner. Review your workflow settings and click Activate to turn on your workflow.

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