What to Do When You Have Multiple ICPs

The Right Way to Sell Across Personas

A common founder story:
You build something flexible.
It helps marketers. It helps HR. It even helps product teams.

So you do the efficient thing:
Write one sequence.
Keep it “general but still sharp.”
Tweak a few words, swap in the job title… and send.

And then—low reply rates.
High confusion.
No clear signal.

Cold email is about fast identification.
The reader needs to instantly think:
“This is for me.”

But when your copy speaks to too many people at once, here’s what happens:

Your sequence doesn’t get ignored because it’s bad.
It gets ignored because it’s misaligned.

Here’s what not to do:

“We help building teams streamline project coordination and reduce change orders.”

Who’s that for?
Everyone—and no one.

Split the message:

For architecture firms:

“Know that moment when your design hits construction—and the RFIs start piling up?”

Built something that gives architects early visibility into field-level changes—before they derail timelines.

For contractors:

“Ever gotten a new drawing mid-project and thought, ‘This just added 3 weeks.’”

We flag late-stage design changes before they hit the crew.

Same product. Two lenses.
Now it lands.

Instead of:

“We help education teams track engagement and improve learning outcomes…”

Split it.

For School admins:

“Noticed a drop in attendance during post-lunch sessions? You’re not alone.”

Built a tracker that flags engagement dips by period and teacher—no new dashboards needed.

For Ed-tech founders:

“Trying to prove engagement to schools but only getting usage stats?”

We help teams turn raw data into a ‘here’s what’s working’ narrative schools actually understand.

If the job, context, or language changes…
your message has to.

Multiple ICPs = multiple stories.
Not just multiple names in a spreadsheet.