# Targeting brief

## Primary audience

### Tier 1 - Senior leaders (the hero ICP)
- **Titles:** VP, SVP, C-suite (CEO, COO, CPO, CRO, CFO, CTO)
- **Industries:** B2B SaaS, professional services, technology, financial services, healthcare tech
- **Company size:** 200-5,000 employees
- **Decision authority:** budget holder or direct influencer for tooling decisions

### Tier 2 - People managers (the daily user)
- **Titles:** Director, Senior Director, Head of, Principal
- **Industries:** Same as Tier 1
- **Company size:** 100-10,000 employees
- **Use case:** 1:1 prep, team sync, cross-functional leadership

## Geography

- **Launch markets:** US, UK, Canada
- **Tier 2 markets (post-launch week 4+):** Australia, Ireland, Singapore, Netherlands
- **Exclude:** regions with GDPR-heavy compliance until the privacy story is bulletproof

## Exclusions

Do not target:
- Students
- Job seekers (exclude "open to work" signal on LinkedIn)
- Individual contributors below Senior
- Employees of direct competitors (maintain a running exclusion list)
- Consultants and freelancers (different use case)
- Enterprise customers over 10k employees (different sales motion)

## LinkedIn targeting recipes

### Recipe A - Cold senior
- Job function: Operations, Executive, Product Management, Engineering, Sales
- Seniority: VP, CXO, Owner, Partner
- Company size: 200-5000
- Years of experience: 10+
- Exclude: Student, Unpaid
- Placement: Feed, Sponsored Messaging (not right-rail)

### Recipe B - People manager warm
- Job title: Director, Head of, Principal, Senior Manager
- Company size: 100-10000
- Industry: Software, IT Services, Management Consulting, Financial Services
- Exclude: competitor companies list

### Recipe C - Retargeting
- Website visitors in the last 30 days
- Video viewers 50%+ in the last 30 days
- Engaged with company page in the last 30 days
- Exclude existing waitlist/customer list

## Meta targeting recipes

### Recipe D - Interest-based cold
- Interests: Leadership, Executive Management, Product Management, Organizational Development
- Behaviors: Business decision makers
- Age: 30-55
- Custom audience exclusions: waitlist, existing users

### Recipe E - Lookalike
- Source: 1% lookalike of waitlist signups (build after 500+ signups)
- Geography: US first

## Paid search (if extended)

- Do not compete on "AI meeting assistant" keywords. Overpriced, wrong audience.
- Target: "leadership tools," "1:1 preparation," "executive briefing," "board meeting prep"
- Negative keywords: "free," "cheap," "students," "beginner"

## Creative-audience pairing

| Audience | Best creative |
|----------|--------------|
| Tier 1 cold | Concept 01 (hero/Context-Clarity) + Concept 02 (good people) |
| Tier 1 warm | Concept 03 (hardest ten minutes) |
| Tier 2 cold | Concept 02 (good people) + Concept 04 (walk in ready) |
| Tier 2 warm | Concept 04 (walk in ready) |
| Retargeting | Concept 03 + Concept 04 |

## Do not

- Target by ethnicity, gender, or sexual orientation (LinkedIn allows some of this; do not use it)
- Target by political affiliation
- Use "Look-alike of competitor employees" (legally gray, strategically shallow)
- Run on placements that lack brand safety (content feeds with UGC)