What you’ll leave with.
A one-paragraph audience brief with an observable reason to contact each person.
Start with a situation you understand
A job title is a starting point, not a reason to send an email. Describe the work someone owns and the situation in which your offer could help. Two people with the same title may have different priorities. A small team moving from founder-led onboarding to a shared process has a more specific context than “all software companies.”
- Name the role that owns the decision or the problem.
- Define the company context that changes the need.
- Write the problem as something a person would recognize in their own work.
Give every observation a source
Keep a short evidence note beside each prospect: what you observed, where you found it, and when you checked it. A public job listing for an onboarding role can establish that a role is being advertised. It does not establish that the company has poor onboarding or needs your service. Keep the observation and your hypothesis in separate fields so the email does not present a guess as a fact.
Decide what to exclude
A useful segment has boundaries. Exclude people whose role, context, or needs do not fit. Check existing customer and suppression records before adding anyone to a campaign. Honor requests to stop across future imports as well as the current list. If evidence is missing or the contact source is unclear, hold the record for review instead of filling the gap with a confident claim.
A narrower, testable audience
Customer-success leads at small B2B software teams that publicly describe a move to team-led onboarding. Hypothesis: a documented handoff may help. Exclude existing customers, previous opt-outs, and teams without a relevant public signal.
The role, context, hypothesis, and exclusions are explicit. The brief does not claim to know how a particular team operates.
Write your audience brief
Define the role, company context, relevant public signal, problem hypothesis, and exclusions. Add one example of evidence you would verify before writing.
0/4,000 characters. Notes stay on this device when you select Save exercise. Avoid confidential or personal contact details.
Write at least 30 characters for the exercise and answer the knowledge check correctly to mark this lesson complete. The exercise is for your own review.