Campaign Orchestration

Multi-Touch Campaign Builder

Purpose

This skill helps you create and execute personalized multi-channel campaigns based on intelligence gathering. Different triggers (job postings, RFP signals, competitive vulnerabilities) require different campaign strategies, timing, and messaging.

When to Use This Skill

• User has identified qualified leads from intelligence gathering
• Planning systematic outreach sequences
• Optimizing engagement strategies across channels
• Executing coordinated multi-touch campaigns

Campaign Types by Trigger

Type A: Job Posting Discovery Campaign

Trigger: Transportation manager job posting found Duration: 90 days Total Touches: 8-10 Urgency Level: Medium (long sales cycle)

Sequence

Day 7 Email Template

Subject: Hiring a Transportation Manager? Consider this first.

Hi [Name],

Noticed [Company] posted for a Transportation Manager. Before committing $140K+:

Option A: New hire (all-in): $140,000/year
Option B: CabotageTMS + managed brokerage: $25,000/year
Net difference: $115,000 Year 1

Plus with Option B:
✓ 24/7 team (not limited to business hours)
✓ 10,000+ carrier network (vs. building from scratch)
✓ Zero turnover risk
✓ Immediate start (no 90-day ramp)

Free offer: Let us facilitate your next RFP. Zero obligation.

15 minutes to discuss? [Calendar Link]

Day 60 Email Template (To New Hire)

Subject: Free RFP facilitation for your first 90 days

Hi [Name],

Congratulations on your new role at [Company]!

Your first 90 days will define your success. We've helped 15+ new logistics managers achieve 15% savings in their first 120 days.

We provide (no cost):
✓ Custom RFP template (saves 8-10 hours)
✓ Pre-qualified carrier network
✓ Bid analysis platform
✓ Data-driven recommendations

No obligation. No contracts. Just tools for your success.

Quick intro call? [Calendar Link]

Type B: RFP Signal Campaign

Trigger: Multiple RFP indicators detected Duration: 30 days (high urgency) Total Touches: 6-8 Urgency Level: High (short decision window)

Sequence

Day 1 Email Template

Subject: Request to participate in [Company] upcoming RFP

Hi [Name],

Based on [Specific Signal: new facility/conference attendance/hiring], anticipating [Company] may be evaluating transportation providers soon.

Quick credentials:
- MC #[NUMBER] | SmartWay Certified
- $50M+ annual revenue managed
- 97% on-time performance
- 10,000+ carrier network

Request: Add us to your approved vendor list before RFP release.

Attached: Capability statement, insurance, W-9, references

Can we schedule 15 minutes this week?

Day 21 Email Template

Subject: [Industry] market rates for [Their Region] - Benchmark data

Hi [Name],

Wanted to share current market intelligence for your RFP:

[Specific Lane/Region] Rates (Current):
- Dry van FTL: $[X]/mile (market average)
- Our pricing: $[Y]/mile (12% below market)
- On-time: 97% (industry avg: 92%)

If evaluating providers, worth a comparison.

Full market analysis attached. 15-minute call to discuss?

Type C: Competitive Displacement Campaign

Trigger: Competitor vulnerability detected Duration: 60 days (medium urgency) Total Touches: 7-9 Urgency Level: Medium (requires nurture)

Sequence

Day 3 Email Template

Subject: Re: [Their LinkedIn Post about Service Issues]

Hi [Name],

Saw your post about delays with [Competitor]. Frustrating - especially when it impacts your customers.

We've helped 8 companies transition from [Competitor] in the past year. Common themes:
- Same service issues you mentioned
- Feeling like small account despite size
- Difficulty getting responsive service

No pitch today - happy to share what others did to solve this if helpful.

Coffee/call? 15 minutes.

Day 52 Email Template

Subject: 30-day trial - Your 3 worst lanes, zero risk

Hi [Name],

Simple proposal: Give us your 3 worst-performing lanes for 30 days.

No contract. If we don't beat [Competitor], no obligation.

Our average trial results vs. incumbent:
- 18% cost reduction
- 95%+ on-time (industry avg: 92%)
- 50% fewer check calls
- Real-time visibility

Worst case: 30 days of great service + market data
Best case: Permanent solution

Test on [Specific Lane They Mentioned]?

Message Personalization Framework

Level 1: Basic Personalization

Minimum Required:

• {{First Name}}
• {{Company Name}}
• {{Industry}}
• {{City/Region}}

When to Use: Initial cold outreach, low-priority leads

Example: "Hi John, noticed ABC Logistics in Chicago..."

Level 2: Intelligence-Based Personalization

Data Points:

• Specific job posting mentioned
• Conference they're attending
• Recent company news/expansion
• LinkedIn post referenced
• Competitor mentioned by name

When to Use: Qualified leads, triggered campaigns

Example: "Hi John, saw ABC Logistics posted for a Transportation Manager last week. Also noticed you're attending CSCMP in October..."

Level 3: Deep Personalization

Data Points:

• Exact pain point from social media
• Specific competitor failure mentioned
• Particular lane/route discussed
• Industry-specific challenge referenced
• Mutual connection mentioned

When to Use: High-value targets, final push efforts

Example: "Hi John, read your post about late deliveries to your Phoenix facility from [Competitor]. We've helped 3 other food manufacturers solve this exact issue on the Chicago-Phoenix lane..."

Channel Selection Rules

Email

Best For:

• Detailed value propositions
• Case studies and data
• Formal proposals
• Attachments (capability statements, insurance)
• Calendar links

Pros:

• Permanent record
• Can include rich content
• Easy to forward internally
• Trackable (opens, clicks)

Cons:

• Easy to ignore
• Gets buried in inbox
• Low urgency perception

Best Practices:

• Subject lines <50 characters
• Body text <150 words
• Single clear CTA
• Mobile-friendly formatting

LinkedIn

Best For:

• Initial connections
• Casual check-ins
• Content sharing
• Social proof (mutual connections)
• Warm introductions

Pros:

• Less formal than email
• Higher visibility (notifications)
• Profile provides context
• Easy to research sender

Cons:

• Message length limited
• Not suitable for formal proposals
• Can seem too casual

Best Practices:

• Connection requests: No pitch (acceptance rate 2x higher)
• Messages: Conversational tone
• Reference mutual connections
• Share relevant content

Phone

Best For:

• Creating urgency
• Handling objections in real-time
• Building rapport quickly
• Trial closes
• Complex conversations

Pros:

• Immediate feedback
• Builds relationship faster
• Harder to ignore
• Can pivot in real-time

Cons:

• Time-intensive
• Easy to screen
• No written record
• Can feel intrusive

Best Practices:

• Reference previous email/LinkedIn message
• Have specific reason to call
• Respect time (ask for 5 minutes, not 15)
• Follow up with email summary

A/B Testing Framework

Subject Line Tests

Test A: Question format

"Hiring a Transportation Manager?"

Test B: Statement format

"Save $115K on logistics management"

Test C: Personalized observation

"Saw [Company's] Transportation Manager posting"

Winner Criteria: Open rate >35%

Opening Line Tests

Test A: Direct observation

"I noticed [Company] posted for a Transportation Manager last week."

Test B: Value-first

"Companies like yours save $115K by outsourcing instead of hiring."

Test C: Social proof

"We've helped 12 companies in [Industry] reduce freight costs 18%."

Winner Criteria: Reply rate >8%

CTA Tests

Test A: Question format

"Worth a 15-minute call?"

Test B: Direct calendar link

"Book 15 minutes here: [calendar link]"

Test C: Low commitment

"Can I send you a quick case study?"

Winner Criteria: Response rate >10%

Tracking Metrics

Engagement Metrics (Leading Indicators)

Progression Metrics (Conversion Funnel)

Overall Lead → Win: ~3-4%

Time Metrics

• First response time: <24 hours
• Meeting scheduled within: 7-10 days
• Campaign duration avg: 45-60 days
• Sales cycle length: 90-120 days

Automation Setup

CRM Tags (Must-Have)

Create these tags for campaign triggering:

• job_posting_lead → Triggers Type A Campaign
• rfp_signal_hot → Triggers Type B Campaign
• competitor_vulnerable → Triggers Type C Campaign
• conference_attendee → Modified Type B Campaign
• new_hire_identified → Day 60 message in Type A

Automation Rules

Rule 1: If tag = "job_posting_lead"

• Action: Start Type A Campaign
• Wait: Send Day 1 message immediately
• Sequence: Follow 90-day schedule

Rule 2: If tag = "rfp_signal_hot"

• Action: Start Type B Campaign
• Priority: High (fast-track)
• Sequence: Follow 30-day schedule

Rule 3: If tag = "competitor_vulnerable"

• Action: Start Type C Campaign
• Priority: Medium
• Sequence: Follow 60-day schedule

Follow-Up Rules

No Response After 3 Touches:

• Action: Pause campaign for 14 days
• Then: Resume with break-up email
• If still no response: Move to quarterly nurture

Opened But No Reply:

• Action: Increase touch frequency
• Method: Add LinkedIn touches between emails
• Goal: Stay top-of-mind without being annoying

Any Reply Received:

• Action: Stop automated campaign immediately
• Switch: Move to manual, personalized follow-up
• Update: Change status to "active conversation"

Tool Recommendations

Email Automation:

• HubSpot (free for basics)
• Mailchimp (for sequences)
• Apollo.io ($79/month - includes email + data)

LinkedIn Automation:

• Phantombuster ($30/month)
• Dripify ($39/month)
• LinkedIn Sales Navigator ($135/month - manual but powerful)

CRM:

• HubSpot (free tier works great)
• Pipedrive ($15/month)
• Folk ($20/month)

Integration with Other Skills

• Source leads from Job Posting Intelligence → Feed into Type A
• Source leads from RFP Early Detection → Feed into Type B
• Source leads from Competitive Displacement → Feed into Type C
• Coordinate timing with Master Intelligence Orchestration

Pro Tips

1. Start Automation Simple: Manual first, automate what works
2. Personalize Early Touches: First 2-3 messages should be 100% custom
3. Test Everything: A/B test constantly, even small changes matter
4. Track Religiously: If you can't measure it, you can't improve it
5. Respect Unsubscribes: One person's "not interested" = 100% accurate signal
6. Multi-Channel Wins: Email + LinkedIn + Phone = 3x response vs. email alone
7. Timing Matters: Tuesday-Thursday, 8-10am or 3-5pm = best response times