The conversation that locks in everything we build for you.

Sender identity is one of the few things that cannot be changed mid-campaign without nuking deliverability, so we lock it now.

Not the website tagline. The real one. The one you actually say out loud.

Buyers do not compare you to the world. They compare you to two or three names. We want those names, and we want the wedge.

The unscripted compliment from a happy customer is usually the truest positioning you have. We mine this for hooks.

Some niches do not map cleanly to a single industry category. Be as specific as you need to be. Vertical, sub-vertical, business model, geography, and anything else that defines a fit-account.

Real names tell us more than any description can. We use your best customers as the blueprint for the kind of accounts we go after. Dream customers tell us where to stretch the targeting.

A minimum and a maximum. We will use this as a hard filter on the list.

A minimum and a maximum. If revenue is not reliably filterable for the businesses you sell to, leave blank and we will use headcount as the proxy.

Two boxes. Include zones, exclude zones. Be specific to the level you actually care about. Countries, states, regions, cities are all fair game.

A bootstrapped 50-person agency buys very differently than a Series B vertical SaaS. We need to know the buying psychology, not just the size.

Two answers. The tools that signal a strong-fit account, and the tools that disqualify because the prospect already has something equivalent or is locked in elsewhere.

Decision-maker signs the contract. Champion fights for it internally. Be specific to the title level.

Sometimes the problem lives in one department but the budget lives in another. We need both. If your ICP sits in a department that is not listed, write it in the Other field.

Two columns. Seniority for the decision-maker. Seniority for the champion. We will route the email and the language differently for each. If your target sits at a level not listed, write it in the Other field beneath that column.

A person three months into a new role buys very differently than a fifteen-year veteran. Tell us your sweet spot.

Be concrete. Think about the moments that change a "no" into a "yes."

Not vanity activity. The things that signal pain or intent at the individual level.

The exact phrases, the language, the tells. We use these to qualify replies and to write the subject lines that actually open conversations.

If we know who you replace, we know who to target. Those companies already know they have a problem. If we know what made them switch, we know what to put in the subject line.

We will route these into hard exclude rules in our targeting and research systems so we do not waste credits or burn deliverability on accounts that will never close.

Not your words. Their words. The thing they were Googling. The thing they vented about to a peer.

An ICP without timing is just a list. The trigger event tells us when to send the email so it lands when the prospect is actually ready to act on the pain.

Naming what they tried, and why it broke, signals you understand them on a level a generic vendor never could.

The thing they are scared to admit to a vendor, to their board, to themselves. We do not weaponize this. We name it, gently, and the prospect feels seen. That is what gets a reply.

No vague "we improved their pipeline." Real numbers. Real names if shareable, anonymized industry-and-size if not. The more specific, the better the email.

We do not name-drop carelessly. But the right name in the right email at the right moment doubles reply rates. List anything that gives a cold prospect a reason to take you seriously on first contact.

Brand voice is easier to describe by example than by adjective. Pick real brands with real public copy we can study.

Legal, brand, strategic, personal. List everything. Better to over-flag than to find out after a campaign goes live.