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What Are Buyer Personas?
A Buyer Persona is a saved set of contact criteria that describes the type of person you typically sell to — for example, department, seniority, job title, and location. Once you've set one up, Leadfeeder automatically highlights the contacts at any company who match it, so you don't have to manually scan through a full contact list wondering who to reach out to.
This is especially useful for larger companies, where a Company Profile's Contacts tab can list hundreds or even thousands of individuals. Manually scanning that many contacts for the right decision-maker isn't realistic — and job titles vary from company to company anyway (a "VP of Sales" at one business might be called "Head of Sales" or "Chief Revenue Officer" at another).
Please note: Buyer Personas can also be selected during initial account signup, but they can be created, edited, or added to at any time from your account settings.
Creating a Buyer Persona
Navigate to Settings > Account and select Buyer Personas.
Click Create a new buyer persona.
Give your persona a clear, descriptive name — for example, Sales Leadership or Technical Buyer.
Define the criteria that make up this persona. You can combine:
Department (e.g., Sales, Marketing, IT)
Seniority (e.g., Top Management, Middle Management, Employees)
Job Title (specific titles or keywords)
Location (country or region)
Please note: You don't need to fill in every field. A persona built on just department and seniority (e.g., Sales + Top Management) can be just as effective as one with more granular criteria.
Click Save to create the persona.
You can repeat this process to build as many personas as you need — for example, separate personas for Enterprise vs. SMB buyers, or for different roles like Technical Buyer and Economic Buyer.
Using Buyer Personas in a Company Profile
Once a Buyer Persona is set up, it becomes available across the platform:
Open any Company Profile and click the Contacts tab.
Use the Buyer Persona dropdown filter to select the persona you want to match against.
Leadfeeder will highlight or filter for the contacts at that company who match your chosen persona's criteria.
Instead of reading through every contact's job title and guessing who's relevant, you can jump straight to the people who fit the profile you've already defined.
Managing Multiple Personas
You aren't limited to one Buyer Persona. Many teams create several to reflect different buying roles or segments, such as:
Economic Buyer (e.g., Top Management, Finance)
Technical Buyer (e.g., IT/Engineering, Middle Management)
Regional Persona (e.g., Sales Leadership, DACH)
All of your saved personas will appear in the same dropdown filter on the Contacts tab, so you can switch between them depending on what you're looking for in a given company.
Questions, comments, feedback? Please let us know by contacting our support team via live chat or by sending us an email at support@leadfeeder.com.