MAIM Amsterdam

MAIM Amsterdam is a circular art label run by one founder. The work is striking: wall pieces made from recycled solar panels. For six months the outreach had been running, and it was landing very few meetings.

The messaging sold the work as a striking piece for the office wall, which is accurate, but it is not why a company buys it. MAIM's real claim is a program called Zero Apathy: it makes a company's sustainability commitment visible and tangible. Targeting ran on job titles and company size, the two dimensions that tell you almost nothing about whether a company has a problem right now.

Diagnose the funnel before touching a single line of copy, then rebuild the segmentation around pain conditions that carry a date, and anchor the message on MAIM's real claim instead of the aesthetic one.

I started with a full diagnosis of the funnel before touching any copy or infrastructure: where it broke down, and why. That mattered, because the instinct was to rewrite the emails, and the emails were not the first problem.

From there I rebuilt segmentation around pain conditions with a date on them: companies with rooftop solar approaching warranty expiry, and heavy industry that has publicly committed to a sustainability transition but has nothing tangible to show for it. The new messaging anchored on MAIM's real claim, Zero Apathy, instead of the aesthetic one.

The whole thing runs on Clay and Instantly, and it logs which signal opened which conversation. That last part is the quiet win: the targeting gets a little sharper each week, because the system remembers what worked.

The outreach stopped broadcasting at job titles and started arriving at people who have a specific problem on a specific timeline. That is a different kind of conversation from the first word.