How does prospecting work with multiple personas?

Last updated: May 1, 2026

Context

When setting up prospecting actions in a play with multiple personas (such as IT, Operations, HR), it's important to understand how the system prioritizes and processes these different target personas to ensure balanced outreach across different roles.

Personas are defined in Unify under Settings > Personas, and persona matching uses Unify's data sources to identify contacts that match your configured personas (not titles from your CRM).

Answer

When using a single prospecting action with multiple personas, the system works sequentially:

Important: Unify uses fuzzy matching for persona titles, not exact matches. The system matches on common keywords in any order, ignores capitalization and punctuation, and filters out extraneous words. For example, "Vice President Marketing" will match "Vice President of Marketing" and "Vice President of Marketing - Blue Apron at Wonder." You don't need to list every variation—focus on core keywords and Unify handles variations automatically. To avoid broader matches (e.g., only "President" but not "Vice President"), use title exclusions in your persona configuration.When using title exclusions, note that exclusions take precedence over inclusions if there's a conflict - for example, excluding "director" will also exclude "Executive Director" even if "Executive Director" is explicitly listed in your included titles. To keep specific director-level roles while excluding others, remove the broad "director" exclusion and instead exclude specific variants like "Director of Operations" or "Facilities Director".

  • If you set a total prospect limit (e.g., 5 prospects) and list multiple personas (IT, Ops, HR), the system will:

    • First attempt to find all 5 prospects from the IT persona

    • If unable to find enough IT prospects, it will then look for remaining prospects in Ops

    • If still needed, it will continue to HR, and so on

To set specific limits per persona (e.g., 2 IT, 2 Ops, 2 HR), you should:

  1. Create separate prospecting actions in your play for each persona

  2. Set individual prospect limits for each prospecting action

When configuring separate prospecting actions for different personas, consider adjusting the Max prospects per company setting to control how many total prospects can be found at each account. This works together with per-persona limits to give you fine-grained control over account coverage and prevents over-saturation of individual companies in your outreach campaigns.

Note: When using separate prospecting actions, each will require its own loop in the play. Currently, there isn't a way to combine results from separate prospecting runs into a single loop.