Persona-based outbound
Five personas, five different conversations
Adding a line about someone's recent post is not personalisation. Each role is responsible for something different and needs a different reason to engage.
One offer, five arguments
Your offer
one product, five arguments
Founders and owners
Commercial risk and the cost of waiting
Directors and VPs
Workload, budget and process
CTOs, CISOs, architects
Technical fit and credibility
Analysts and practitioners
Less tool fatigue, real relief
Early teams and MSP partners
Practical fit and simple terms
What each persona needs to hear
| Persona | The argument | Evidence they need |
|---|---|---|
| Founders, CEOs and SMB owners | Why the problem matters to revenue, customers or the board, not only to IT. | Plain consequences, similar companies, and a clear sense of cost and effort. |
| Commercial leaders, directors and VPs | How the change affects their team, budget and process, and what it takes to implement. | Time to value, effect on current process, references from similar teams. |
| CTOs, CISOs, Heads of Security and architects | Technical fit, integration and operational impact. | How it works, what it integrates with, how data is handled, who else runs it. |
| Analysts and practitioners | Workflow pain, usability and practical relief. | A realistic view of the product in use and the effort before it saves time. |
| Technical founders, early hires and MSP partners | Help that suits a small team. For MSP partners, fit with their service and margin. | Simple commercial terms, a contained way to test, and peers at a similar stage. |
Cosmetic personalisation compared with a real argument
Hi [first name], loved your recent post. I noticed [company] is growing fast. We help teams work smarter with AI-powered automation. Open to a quick call?
Your team is triaging more alerts with fewer senior analysts than a year ago. The usual choice is more headcount, extending the SIEM, or changing how triage works. We can share how comparable teams decided and what they measured.
Illustrative messages for a fictional product.
The same title, a different job
A CISO at a bank has a team and a regulator. At a 50-person SMB, security may sit with the owner and an outsourced IT provider. At a law firm, the managing partner often decides. Every message is written for the role, the sector and the size of company together.
How the channels work together
- Carries the main argument, one role at a time.
- Context and familiarity. No pitching in connection requests.
- Calls
- Where a conversation moves faster than writing.
- Follow-up
- Each touch adds a point, evidence or a question.
Every message says who is getting in touch and gives a simple way to opt out, and opt-outs take effect immediately. Trust and compliance
Start with a pipeline review
A practical 30-minute discussion about your ICP, current outreach and how you define a worthwhile opportunity. You will leave with a clearer view of where to focus, whether or not we work together.
GDPR-aware prospecting. Clear identification in outreach. Prompt opt-outs. Responsible handling of company and contact data.