Personas: Different Content for Different Audiences, In the Same Asset
Personas let you show completely different content to different audiences within the same Email, Form, CTA, or Landing Page — not just show or hide. Different heading. Different image. Different call to action. Different Section structure.
If Dynamic Content was the "should this thing be visible?" feature, Personas is the "what should this thing actually say?" feature.
How It Works
Every asset has a Default — what everyone sees unless a Persona matches them. On top of that, you can layer any number of Personas on any Section, Row, or Element across the Email Builder, Form Builder, CTA Builder, and Landing Page Builder.
One landing page. Five Personas. Five completely different headlines. One source of truth in the builder.
What a Persona Is
A Persona is a named audience definition. It works exactly like a Segment — define it from contact properties, Account fields, behavior, anything Paminga knows.
Two flavors:
- Global Personas — shared across your account. Define once, use everywhere. Manage from Global Segments & Personas.
- Local Personas — scoped to a single asset. Define inside the builder, use only in that asset.
Use Global for audiences you target repeatedly (e.g., "Enterprise Prospects"). Use Local when the segment only makes sense in the context of one specific piece of content.
Adding a Persona to an Item
Pick any Section, Row, or Element. Open the Personas tab in the right panel. Click Add a new Persona and choose one. Paminga creates a copy of the current Default content for that Persona — switch to it in the Personas tab and edit freely. Default stays untouched.
Each Persona on the item lets you:
- Click the Persona card to switch the canvas to that Persona's view
- Edit Persona conditions on the fly
- Control per-device visibility for that Persona
- Delete the Persona from the item — it reverts to Default for matching visitors
How Personas Are Rendered
When a visitor loads your asset, Paminga evaluates Personas top-to-bottom. The first matching Persona wins — that visitor sees that Persona's content on every item where it's been added. Items without that Persona show Default.
Visitors who don't match any Persona always see Default.
Order matters. Drag the Personas in the Persona Manager to set priority.
A visitor who matches Persona A sees Persona A's content on every item where Persona A has been added — but only on those items. Items without Persona A still show Default to that visitor.
Nested Personas
Personas compose. A Section can have Persona A on it. Inside that Persona A view, an Element can have its own Persona B. Paminga evaluates each independently.
One nuance worth knowing: if a visitor matches Persona B but not Persona A, the Element's Persona B content never renders — because it lives inside the Section's Persona A tree, which isn't active for that visitor. Architect accordingly.
A Trick the Form Builder Has
When creating a Local Persona in the Form Builder, you have one extra condition category available: Form Fields. Define a Persona based on what a visitor has entered in the form itself — e.g., target a different Section the moment someone selects "Enterprise" from a dropdown.
Global Personas can't use Form Fields (they wouldn't translate across assets), but Local Personas in the Form Builder can. It's the form-as-app experience B2B has been chasing for years.
Why This Matters
Web personalization has historically been a tool you bolt onto a CMS, with its own UI, its own audience definitions, and its own publishing flow.
Personas collapse that into the builder. Same canvas. Same audiences as your Workflows and Segments. Same publishing process. The personalization isn't a separate product — it's a property of the asset.
❌ Don't ship five copies of the same landing page for five audiences.
✅ Do build one landing page with five Personas. Different content, same asset, one URL.
Get Started
- Attach a Persona to your asset — open the Persona Manager from the builder's top bar
- Pick any Section, Row, or Element and open the Personas tab
- Add the Persona you just attached and edit its content
- Preview the asset switching between Personas to see what each audience would see
Read the Personas docs to dig in.
