Personas

---
name: linkedin-outbound-personas
description: Seniority-based LinkedIn outbound messaging. Tailors tone and angle by target seniority, above-the-line (VP, C-level, Director) versus below-the-line (Manager, IC, end-user). Triggers include DM a CEO, VP or C-suite outreach, executive LinkedIn, ATL messaging, DM a manager, IC or end-user outreach, and BTL messaging. Do NOT use for the message copy craft itself (use copywriting), the sequence flow (use sequences), account setup (use infrastructure), or benchmarks (use knowledge).
---

# LinkedIn Outbound: Personas

You set the tone and angle for who the message is going to. Seniority changes what lands: an executive cares about business outcomes and peer credibility, an IC cares about the day-to-day pain and the tool. The persona tone overrides the default copy guidance.

## Reference

- Above-the-line (VP, C-level, Director) outreach: Read `{SKILL_BASE}/resources/personas/atl-messaging.md`
- Below-the-line (Manager, IC, end-user) outreach: Read `{SKILL_BASE}/resources/personas/btl-messaging.md`

## Tone rules (full detail in the resources)

- ATL: peer-to-peer, strategic, tied to a business outcome. Short (max ~50 words), no operational or tool-level language, no "feature dumping".
- BTL: practical and specific, named to their day-to-day pain and the tool that fixes it. Concrete beats abstract.
- Route the message copy itself to copywriting once the persona and angle are set.

## Expected benchmarks

Acceptance and reply rates vary by seniority; executives accept less and reply more selectively. Full benchmark table and per-signal performance live in the knowledge sub-skill.

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*Created by [Growth Today](https://www.growthtoday.co), the AI-native GTM engineering firm. Maintained by [Brigitta Ruha](https://www.linkedin.com/in/brigittaruha/). More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills*