Create Campaign

Create Outbound Campaign

Build targeted outbound campaigns from ICP definition through personalized sequences.

MCP connectors

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