/create-campaign

Create Outbound Campaign

Build targeted outbound campaigns from ICP definition through personalized sequences.

MCP connectors

| Connector | Purpose | |-----------|---------| | CRM | Import leads, track campaign performance | | LinkedIn | Research targets, send connection requests | | Gmail | Send outbound email sequences |

Process

1. **Define ICP** - who are we targeting?

• Industry, company size, role, tech stack
• Pain point we're solving for this segment
• Why now? (trigger event, market shift, etc.)

2. **Build list** - identify target accounts and contacts

• Use LinkedIn search for prospecting
• Cross-reference with Twenty CRM to avoid existing customers
• Target: 20-50 contacts per campaign batch

3. **Choose channel** - where do we reach them?

• Cold email: best for VP/C-level, longer messages OK
• LinkedIn DM: best for peers, keep it short
• Multi-touch: email + LinkedIn for high-value targets

4. **Write the sequence** - draft 3-4 touch messages

• Touch 1: Hook + relevance + soft CTA
• Touch 2: Value add (share content, insight, or data point)
• Touch 3: Social proof + direct CTA
• Touch 4: Break-up (last chance, no pressure)
• Space touches 3-5 business days apart

5. **Personalize** - customize per contact

• Reference their company, role, or recent activity
• Use their tech stack or public data as hooks
• No generic "I noticed your company" - be specific

6. **Save** - `sales/outbound/campaigns/YYYY-MM-DD_campaign-slug.md`

• Include: ICP definition, contact list, full sequence, personalization notes

Sequence rules

• **Subject lines**: under 10 words, no caps lock, no spam triggers
• **Email body**: under 150 words per touch
• **LinkedIn DM**: under 100 words
• **Always include opt-out** in emails
• **Use the CAO's voice** - load `email-writer` skill
• **Open with** "Hope you're doing well!" for warm leads

Guardrails

• **Drafts only** - never send any outbound message directly
• **No pricing** in outbound messages - CTA is always a call or demo
• **No purchased lists** - build lists from research only
• **CRM check** - verify targets are not existing customers before adding
• **No spam** - respect unsubscribe requests and do not contact list
• **Save all campaigns** to `sales/outbound/campaigns/` with proper naming
• **The CAO approves** before any campaign is sent

Self-improvement

After the CAO reviews and approves a campaign:

1. Move the final version from `sales/outbound/campaigns/` draft to its final location 2. Diff what was drafted vs what the CAO kept - identify patterns in her edits to messaging, targeting, or sequence structure 3. Update `sales/_insights.md` with what worked: which hooks, personalization approaches, or CTAs she kept vs rewrote 4. If her edits reveal a new rule (e.g. "never lead with company size", "always reference a specific trigger event"), add it to the Sequence rules section above 5. If a campaign gets strong reply rates, save it to `sales/outbound/_examples/` with performance annotations