Personas and Journeys

Personas and Journeys help your agents understand who they’re talking to and guide conversations toward meaningful outcomes. This feature is available for Prospect agents—agents designed for marketing, sales, and lead qualification use cases.

What Are Personas?

Personas are reusable profiles that represent the different types of users who interact with your agent. Think of them as archetypes of your customers or users.

Each persona has:

• Name: A recognizable label (e.g., “Enterprise Decision Maker”, “Technical Evaluator”, “Small Business Owner”)
• Description: Details about who this person is, their role, motivations, challenges, and what they’re looking for

Personas are defined at the organization level, meaning you create them once and can reuse them across multiple agents.

Example Personas

Enterprise IT Director

A senior technology leader at a large company responsible for evaluating and purchasing software solutions. They care about security, scalability, integration with existing systems, and vendor reliability. Budget-conscious but willing to invest in solutions that reduce operational complexity.

Startup Founder

An early-stage founder wearing many hats. They need solutions that are quick to implement, cost-effective, and can scale as they grow. Highly value time-to-value and ease of use. Often making decisions without a formal procurement process.

Technical Evaluator

A developer or engineer tasked with assessing technical capabilities. They want to understand APIs, architecture, and implementation details. Looking for thorough documentation and evidence that the product can handle their specific use cases.

What Are Journeys?

Journeys define the path a specific persona takes when interacting with your agent. Each journey is configured per-agent, allowing you to customize how the same persona is handled differently depending on the agent’s purpose.

A journey consists of:

• The Persona: Which user type this journey applies to
• Journey Steps: The sequence of actions, decisions, and touchpoints the user experiences
• Outcome: The desired result or success metric at the end of the journey

How Journeys Work

When someone starts a conversation with your agent, the agent uses the persona definitions to identify which type of user they’re likely talking to. Once identified, the agent follows that persona’s journey—asking the right questions, providing relevant information, and guiding the conversation toward the defined outcome.

This means your agent doesn’t just answer questions randomly. It strategically moves the conversation forward based on who the user is and what success looks like for them.

Setting Up Personas

Step 1: Navigate to Personas

Go to the Personas section in your admin console. This is where you manage all personas for your organization.

Step 2: Create a Persona

Click Create Persona and fill in:

1. Name: A short, descriptive label
2. Description: A detailed profile including:
   • Who they are (role, company size, industry)
   • Their goals and motivations
   • Pain points and challenges
   • What they’re looking for in a solution
   • How they typically make decisions

The more detail you provide, the better your agent can identify and engage with this persona type.

Step 3: Save and Reuse

Once saved, your persona is available to assign to any Prospect agent in your organization.

Setting Up Journeys

Step 1: Edit Your Agent

Open a Prospect agent and scroll to the Journeys section.

Step 2: Add a Journey

Click Add Journey to create a new journey configuration.

Step 3: Select a Persona

Choose an existing persona from the dropdown, or create a new one inline by selecting Add persona.

Step 4: Define the Journey

Describe the step-by-step path this persona takes:

Example Journey for “Enterprise IT Director”:

1. Initial engagement: Understand their current infrastructure and challenges
2. Discovery: Ask about team size, existing tools, and integration requirements
3. Value demonstration: Highlight enterprise features like SSO, audit logs, and SLAs
4. Technical validation: Offer a proof-of-concept or technical deep-dive
5. Stakeholder alignment: Provide materials for presenting to their team
6. Commercial discussion: Discuss pricing, contracts, and procurement process

Step 5: Define the Outcome

Specify what success looks like for this journey:

Example Outcome:

Schedule a demo with their technical team and procurement stakeholder.
Qualify budget range and decision timeline.

Step 6: Add More Journeys

Repeat for each persona type your agent should recognize. Most agents work well with 3-5 distinct journeys.

Best Practices

Keep Personas Distinct

Each persona should represent a clearly different type of user. If two personas would be handled the same way, combine them into one.

Be Specific in Journeys

Vague journeys lead to vague conversations. The more specific you are about the steps and goals, the better your agent can guide users.

Focus on Outcomes

Always define what success looks like. This helps your agent stay goal-oriented rather than just reactive.

Start Simple

Begin with 2-3 personas and refine based on real conversations. You can always add more as you learn about your users.

Review and Iterate

After your agent has had conversations, review the transcripts. Are users being correctly identified? Are journeys progressing as expected? Update your personas and journeys based on what you learn.

How It Works Behind the Scenes

When a user starts a conversation, your agent receives context about all configured personas and their journeys. As the conversation progresses, the agent:

1. Identifies the persona based on what the user says and how they engage
2. Follows the journey by asking relevant questions and providing appropriate information
3. Works toward the outcome by guiding the conversation strategically

This happens naturally in the flow of conversation—users don’t see persona labels or journey steps. They simply experience a conversation that feels relevant and helpful.

Lead Classification

Personas also integrate with AgentPress’s lead management features. When a lead is created from a conversation, the system can automatically classify which persona that lead matches based on the conversation content. This helps you:

• Segment leads for follow-up
• Route leads to the right team members
• Track conversion rates by persona type
• Understand which user types engage most with your agents

Summary

Personas and Journeys transform your agents from simple Q&A bots into strategic conversation partners that understand who they’re talking to and what they should be working toward.