# Outreach 4 Categories

> Use this skill when categorizing leads as Inbound, Postbound, Bridgebound, or Outbound, choosing the right outreach approach and personalization level for a lead, building segmented campaigns, or deciding between 1:many and 1:1 messaging.

- Skill: `swan-gtm/outreach-4-categories` (Agent Skill)
- Install (CLI): `npx skillmds@latest add swan-gtm/outreach-4-categories`
- Raw SKILL.md: https://api.skillmd.com/api/skills/swan-gtm/outreach-4-categories/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: swan-gtm (https://skillmd.com/u/swan-gtm)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/swan-gtm/outreach-4-categories

---


# The 4 Categories of Outreach

## INBOUND (1:Many Messaging Only)

**Definition:**
- Prospect knows your company
- Hand-raisers taking marketing action asking to evaluate your product

**Trigger:** Demo requests, chat box inquiries

**Messaging approach:** 1:Many only (they came to you)

---

## POSTBOUND (1:Many + 1:1 Messaging)

**Definition:**
- Prospect knows your company
- Marketing leads that are NOT hand-raisers

**Trigger:** Content engagement without explicit buying intent

**Messaging approach:** Mix of templated + personalized

---

## BRIDGEBOUND (1:Many + 1:1 Messaging)

**Definition:**
- Prospect sometimes knows your company
- Segmented outbound based on premises that raise meeting/buying likelihood

**Trigger:** Prospect or company action NOT related to your marketing

**Messaging approach:** Signal-based personalization

**5 Sub-Categories:**
1. Based on Relationship (39 triggers)
2. Based on History (16 triggers)
3. Based on Likely "In Market" (20 triggers)
4. Based on Symptoms & Signs (11 triggers)
5. Based on Firmographic (15 triggers)

---

## OUTBOUND (1:1 Messaging Only)

**Definition:**
- Prospect doesn't know your company
- Coming in cold

**Trigger:** Prospect selected by prospecting team

**Messaging approach:** Fully personalized (1:1 only)

---

## Messaging Matrix

| Category | Prospect Awareness | Messaging Type | Personalization Level |
|----------|-------------------|----------------|----------------------|
| Inbound | High | 1:Many | Low |
| Postbound | Medium | 1:Many + 1:1 | Medium |
| Bridgebound | Low-Medium | 1:Many + 1:1 | Medium-High |
| Outbound | None | 1:1 Only | High |

---

## Combines with

| Skill | Why |
|-------|-----|
| `personalization-playbooks` | Get messaging for each category |
| `bridgebound-relationship-39` | Deep-dive on Bridgebound triggers |
| `inbound-triggers-30` | Understand Inbound premises |
| `outbound-triggers-6` | Master pure Outbound approach |

## Example prompts

```
This lead downloaded our ebook - is it Inbound or Postbound?
```

```
Create a messaging strategy for Bridgebound leads with job change signals.
```

```
How do I transition a Postbound lead to a sales conversation?
```


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