Personas and Funnel Stages

Release Feature Liferay DXP 2026.Q3+

Liferay’s Content Marketing Platform (CMP) adds two system vocabularies to your Liferay CMS site: Personas and Funnel Stage. Use them to categorize projects and content assets by the audience a piece of content addresses and the stage of the buyer journey it targets. You can assign more than one category from each vocabulary to a project or an asset.

The Content Coverage Matrix on a project’s Assets tab pairs the project’s personas with its funnel stages to show where coverage is missing. Its rows and columns come from the categories assigned to the project itself, so until a project has at least one persona or funnel stage of its own, the matrix shows an empty state instead.

Use the matrix to answer one question: does this project have the right content for each audience at each stage of the buying journey? Each cell counts the project’s assets for one persona at one stage, so the empty cells are the gaps. A project with a full Awareness column and an empty Decision column attracts interest but has nothing to close with. Click a cell to see the assets behind the count, and work from the empty cells when you plan the next round of content.

Important

Activate the Content Marketing Platform using the feature flag and a CMP license. See Activating CMP.

You must be a member of a Liferay CMS space with permission to manage projects and content.

Categorizing a Project

Assign personas and funnel stages to a project from its edit form. You must have update permission on the project.

1. From your Liferay CMS space, click Projects under Planning.

2. Click Actions () next to the project’s name, and then select Edit.

3. In the Categorization panel, click the Personas field and type to search the vocabulary. Select one or more categories from the results.

   You can select only existing categories. To add a category to a vocabulary, see Managing the Vocabularies.

4. Click the Funnel Stages field and select one or more categories the same way.

5. Click Save.

   A success message confirms the update.

To remove a category before you save, click Remove () on its label.

On the project’s Details page, the Info panel lists the assigned categories as labels, after State, Manager, Sponsor, and Due Date, and before Tags.

Categorizing an Asset

Assign the same two vocabularies to a content asset from its Info panel.

1. From your Liferay CMS space, click All under Assets.

2. Click Actions () next to the asset, and then select Show Details.

3. Select the Categorization tab.

4. In the Personas field, type to search the vocabulary and select one or more categories.

5. In the Funnel Stages field, select one or more categories the same way.

Changes on the Categorization tab apply immediately. To remove a category, click Close () on its label.

The Personas and Funnel Stages sections appear below Categories and Tags, and only in a Liferay CMS site where CMP is activated. In other sites, the Categorization tab shows Categories and Tags alone.

Filtering a Project’s Assets by Persona and Funnel Stage

Once a project’s assets have personas and funnel stages assigned, you can narrow its asset list to the audience and funnel stage you’re reviewing. Personas and funnel stages are categories, so both share the Category filter.

The Filter control appears once the project has at least one linked asset. On a project with none, the Assets tab shows only the Content Coverage Matrix and a No Assets Yet message.

1. Open a project and select the Assets tab.

2. Click Filter above the asset list, and then select Category under Filter By.

3. Select one or more categories. Each entry names its vocabulary. Type in the field to narrow long lists.

4. Click Add Filter. Reopening the filter later shows Show Results instead, or Delete Filter if you clear every selection.

Selecting more categories widens the list: it shows the assets assigned at least one of your selections, not only the assets assigned all of them. To narrow the list to one persona and one funnel stage together, click that pair’s cell in the Content Coverage Matrix.

To restore the full list, click Clear in the results bar above it. Clear removes every active filter and any search text, not only the filter you added last.

Default Categories

Personas and Funnel Stage each include four categories by default. You can’t delete either vocabulary, but you can rename, move, or delete the categories inside it, and add categories specific to your organization.

Personas

Category	Description
Decision Maker	Holder of final purchase authority, typically C-level or VP, who weighs strategic fit, ROI, and business outcomes
Champion	Internal advocate who drives the evaluation, aligns stakeholders, and advances the deal
Technical Evaluator	Reviewer of technical fit, including architecture, integrations, security, and scalability
End User	Day-to-day user of the product, focused on usability, productivity, and how the solution fits into existing workflows

Funnel Stage

Category	Description
Awareness	Attracting new audiences and surfacing the problem
Consideration	Educating evaluators who compare solutions
Decision	Converting qualified prospects who are ready to buy
Retention	Driving adoption and expansion, and reducing churn among existing customers

Managing the Vocabularies

From your Liferay CMS site, click Categorization under Admin, and then select the Vocabularies tab. Personas and Funnel Stage each appear there marked with a lock icon identifying it as a System Vocabulary. From that tab, you can add categories to either vocabulary or configure the categories already there. See Categorizing Assets.

You can’t delete either vocabulary. Each vocabulary’s Actions menu offers Edit, Add Category, View Categories, and Permissions.