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Client Onboarding
Client Onboarding Questionnaire

Send this to new clients before launching any campaign. Fill-in-the-blank format — answers go directly into ICP definition and email personalization. Takes clients ~20 minutes to complete.

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How to use: Copy the questionnaire below into an email. Ask the client to fill it out before your kickoff call. Use their answers to build the ICP, write personalized email variants, and set realistic campaign targets.
Section 1: About Your Product / Service
Q1. What do you sell, in one sentence?
e.g. "We sell a cold outreach platform that books meetings with VPs of Sales at SaaS companies"
Q2. What's your primary offer / pricing structure?
e.g. "$997/mo managed outreach" or "$3k setup + $2k/mo retainer"
Q3. What's the ONE outcome your clients care most about? (Not a feature — an outcome)
e.g. "More booked meetings with decision-makers" not "AI-powered email sequences"
Q4. What makes you different from competitors doing the same thing?
Be specific. "We have more experience" isn't a differentiator. "We write every email manually and A/B test subject lines daily" is.
Section 2: Target Customer
Q5. Describe your ideal customer in one paragraph. (Role, company size, industry, current situation)
e.g. "A Series A SaaS founder with 15-30 employees who has tried cold email but got poor results because they used a generic tool without enough research."
Q6. What job are they trying to get done? What problem are they hiring you to solve?
What conversation are they already having in their head before they find you?
Q7. What's their biggest fear related to this problem?
What keeps them up at night? e.g. "Board will ask about pipeline and I have nothing to show"
Q8. What do they currently do instead of buying from you?
Are they doing nothing? Using a competitor? DIY? Their current workaround tells you what they're used to.
Q9. What companies (specific names if possible) would you consider your BEST clients? Why?
We can use these as reference cases in your outreach emails.
Section 3: Campaign Goals & Metrics
Q10. What's your primary goal for this campaign?
Booked meetings? Demo requests? Pipeline created? Be specific.
Q11. How many qualified leads / meetings do you need per month to hit your revenue goal?
e.g. "We close 20% of demos, so we need 25 demos/month = 100 qualified meetings/month"
Q12. What's your realistic timeline? When do you need results by?
Real cold outreach takes 4-6 weeks to see real signal. If they need results in 2 weeks, set expectations accordingly.
Q13. What's your target cost per meeting / cost per lead?
Helps us calibrate email volume and targeting rigor. e.g. "$150/meeting is acceptable, $300 is too high."
Q14. What's your current conversion rate (if any)?
What % of leads → customers? Helps set realistic meeting-to-close expectations.
Section 4: Outreach Constraints
Q15. Is there anyone you do NOT want us to contact? (Competitors, partners, specific companies)
List by name or by category.
Q16. Are there specific companies or personas that are off-limits for compliance or legal reasons?
e.g. healthcare (HIPAA), finance (SEC), etc.
Q17. Do you have a preferred send time / cadence?
e.g. "Send Tuesday-Thursday, 8-10am PST" or "No Mondays"
Q18. Do you have existing email infrastructure (domain, warmup, sending tool)? Or are we starting fresh?
Starting from zero means 2-3 weeks of warmup before full send volume.
Section 5: Assets & Feedback
Q19. Do you have case studies, testimonials, or social proof we can reference in emails?
Even "we worked with a Series A fintech startup that..." (without naming them) is better than nothing.
Q20. What objection do you hear most often from prospects who DON'T buy?
This tells us what to address (or preempt) in the email sequence.
Q21. Who should see the campaign results and how often?
e.g. "Me + VP Sales, weekly report every Monday" or "Monthly review call"
Email Template — Send This to New Clients
Onboarding Questionnaire Request
Subject: Quick questionnaire before we launch your campaign Hi [Name], Before we kick off your outreach campaign, I need to understand your business and goals in detail. This helps us write emails that actually resonate — not generic cold outreach. I've put together a 21-question onboarding questionnaire. It should take about 20 minutes to complete. [Link to questionnaire] Once you've filled it in, we'll schedule a 30-minute kickoff call to finalize your ICP and lock in campaign targets. Some things we'll cover: - Who you're targeting and why - What your current outreach is (or isn't) doing - Your specific goals and timeline - The messaging that actually works for your audience Looking forward to getting this moving. [Your name]