OEM design engineers and MRO maintenance buyers use different language when searching, and most accounts miss it. An OEM engineer searching for a pump component might type 'ISO 4406 cleanliness standard specification', while an MRO buyer in an emergency might type 'pump pressure gauge broken where to buy'. Persona Lens takes a job title ('OEM Design Engineer', 'MRO Maintenance Lead') and industry ('Fluid Power'), then generates the actual queries that persona uses — including their pain language, internal terminology, and the way they describe problems. For fluid power, this is the difference between 'hydraulic pump' (generic, low intent) and 'hydrostatic pump closed-loop SAE J2373' (specific, high intent). Persona Lens surfaces the latter set. The pain-point extraction is also useful: MRO personas extract terms like 'equipment down', 'emergency stock', 'same-day delivery'. That language is then available to Brief for ad copy direction — when Brief knows an MRO buyer is afraid of 'extended lead times', it can emphasize 'same-day shipping' in the headline. The persona library persisted in workspace means new team members can reference these generated queries directly without re-running. Recommendation: build Persona Lens outputs for each major buyer persona: OEM Design Engineer, MRO Maintenance Lead, Distributor Procurement. Extract 30+ search-intent terms per persona from Persona Lens. Use those terms to build campaigns or audience layers. Update the persona library quarterly because intent language shifts (e.g., when 'Industry 4.0' language declines, 'edge computing' language rises).
Tool · Industry intersection
Persona Lens for fluid power
How a job title actually searches, applied to fluid power & hydraulics.
About Persona Lens
Tell it the job title and industry. Persona Lens generates the actual queries that persona uses — including their pain language, internal terminology, and the way they describe problems before they describe solutions. Built for the gap between marketing personas and the queries those personas actually type.
Full Persona Lens page →About fluid power
Fluid power buyers split into two distinct tracks: OEM design engineers selecting components for new equipment, and MRO maintenance buyers replacing failed parts. Both speak in part numbers, pressure ratings, and ISO standards — but they convert on entirely different campaigns.
Full fluid power playbook →More tools mapped to fluid power
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