Tracking buyer personas per target accounts

[BalintSipos]

We have a set of ICP accounts (as you probably have too). And we have 5-6 identified buyer personas (there is a Persona field on contacts that tells with persona that contact is).

I'd like to track on the company level if a certain persona exists (so there is a minimum of 1 contact in a persona) or not on the account. Simply to see where the gaps are. Which persona we are missing in each account.How would you go about this?

How would you aggregate this contact level data up to the company level?

Ideally it would be a single field listing the available personas in the account or 1 field per persona (true/false) that shows if that persona exists on the account or not.

I don't know if a calculated field would even be capable to do this. I'm assuming not. But then I am unsure how this could be done.
Any ideas?

[KPoth]

Hi @BalintSipos  - what is the ultimate thing you're looking to solve with this? 

Is it just to get visibility on persona coverage per account? 

Or do you ultimately want to ensure any gaps are filled—for example, identifying and adding buying personas that aren’t currently in your system or being targeted?

If it's the latter, we've helped solve this with Kavo.ai.

You can choose which accounts to automate this for and define your key buying personas. We’ll continuously monitor for contacts that match your criteria, automatically add them to HubSpot, and notify your reps.

[Josh · Accepted solution]

Hi @BalintSipos,

You could pull this in a custom report using the company and contact objects as well as the appropriate filters. However, if you're looking to aggregate this on the company record so that it can be used from the CRM, here's what I would do.

1. Create a company property called Count of Associated Personas (or whatever you like)
2. Create a Contact workflow
3. Set your enrollment criteria using the Contact property, "Persona" and choose the appropriate ones
4. Use the workflow action, Increase Property Value and increase the newly created Count of Associated Personas on the Company record

This will allow you to use that property in filters and reports. 

Josh

[BalintSipos]

Hey Josh, 

While this is a good one-off solution (the custom field and workflow, I mean), how would you keep this count field on the Company up to date?

I mean, if we delete a contact under the account the number wouldn't decrease (unless I am missing something). Or if the persona changes to another persona, again, would not get removed from one while getting added to another count. 

Any ideas how to solve that part?