Our best campaign was not targeting new founders it was first time founders. Heres why the distinction matters:

Most outbound starts from a category. 
Founders. CFOs. Manufacturers over 200 staff. 

Its what the filters give you, and the filters are what most teams have, so it is a reasonable place to end up.

But a category tells you what somebody is. 

It does not tell you what has just changed for them.

The client was a funding advisory. 

What we targeted instead is not a description of a person at all. 

It is a description of a moment, and the moment sits on the profile with dates attached.

428 conversations. 165 replies. Just under 39%, on cold outreach, where 25% is already a strong campaign.

Maybe your market has nothing to do with founders. Does not matter. The signal never transfers. The method does.
