Campaign Designer

Teqfocus Campaign Designer Skill

This skill designs the strategic architecture of every Teqfocus campaign. It answers: what channels, what sequence, what timing, who sends, and what variants to test — before any copy is written.

How to Use This Skill

1. Read intake — confirm campaign type, audience, and goal (Section 2)
2. Select the campaign blueprint from the library (Section 3)
3. Design the arc — channel sequence + timing + sender assignment (Section 4)
4. Define A/B variants where relevant (Section 5)
5. Output the Campaign Brief that feeds downstream skills

Reference Files

Section 1: Campaign Design Principles

1. Channel sequencing is strategy. Email + LinkedIn in the wrong order is worse than one channel done well. Every channel has a role in the arc.

2. Sender tier determines tone. An SDR email and an executive email are different assets, not the same email with a different signature.

3. Every touch must earn the next. If Touch 2 doesn't reference Touch 1, it's a new campaign — not a sequence. Build coherence into the arc.

4. Timing is not arbitrary. The gap between touches is a strategic decision based on buyer behavior, not calendar convenience.

5. One campaign, three channels maximum. Email + LinkedIn + microsite. Adding more channels without more relevance creates noise, not pipeline.

Section 2: Campaign Intake

Before designing any campaign, confirm:

Section 3: Campaign Type Blueprints

Type A — ABM Campaign (Named Account)

Purpose: Drive a meeting with a specific target account
Duration: 4–6 weeks
Channels: Email (primary) + LinkedIn (parallel) + Microsite (anchor)
Sender:   AE or Exec leads; SDR supports on volume follow-up

WEEK 1:   Microsite goes live (developer deploys)
          Email Touch 1 sent by AE — Observation open (no Teqfocus mention)
          LinkedIn Connection Request sent same day

WEEK 2:   LinkedIn Message 1 (if connected) — microsite link + question
          Email Touch 2 — Problem frame + microsite link

WEEK 3:   Email Touch 3 — Proof + named case study + meeting ask
          LinkedIn Message 2 — follow-up if no email reply

WEEK 4:   Email Touch 4 — Differentiator + specific CTA
          (If no response: SDR phone call attempt)

WEEK 5–6: Email Touch 5 — Break-up
          LinkedIn Message 3 — final touch

Type B — Outbound Prospecting (Contact-Level)

Purpose: Book a first meeting with a cold or warm contact
Duration: 3–4 weeks
Channels: Email (primary) + LinkedIn (parallel) + Phone (optional)
Sender:   SDR for cold; AE for warm/referred

WEEK 1:   Email Touch 1 — Personalized observation open
          LinkedIn Connection Request

WEEK 2:   Email Touch 2 — Problem frame
          LinkedIn Message 1 (if connected)
          (SDR) Phone attempt Day 8

WEEK 3:   Email Touch 3 — Proof + meeting ask
          LinkedIn Message 2

WEEK 4:   Email Touch 4 — Break-up
          (AE) Personal follow-up if SDR got engagement but no meeting

Type C — Event Campaign (CXO Dinner / Dreamforce / Conference)

Purpose: Fill event seats with qualified senior buyers
Duration: 6–8 weeks pre-event + 2 weeks post
Channels: Email + LinkedIn + Personal invite (AE/Exec)
Sender:   Exec or named senior person for VIP invites; SDR for general

PRE-EVENT:
  Week 1–2:  Event microsite live
             Email Invite 1 — Save the date (theme hook, no logistics)
             LinkedIn post (thought leadership angle on event theme)
  Week 3–4:  Email Invite 2 — Details + speaker/topic + social proof
             SDR/AE personal LinkedIn invites to named targets
  Week 5–6:  Email Invite 3 — Last chance + capacity framing
             Personal phone/email from exec to VIP targets

EVENT WEEK: Day-of reminder email

POST-EVENT (within 48h):
  Attendee follow-up sequence (3 touches)
  No-show follow-up sequence (2 touches)
  VIP 1:1 personal follow-up (exec-written)

Type D — Lifecycle / Nurture Campaign

Purpose: Move a prospect from one funnel stage to the next
Duration: 3–6 weeks per stage
Channels: Email (primary) + LinkedIn organic (supporting)
Sender:   Marketing for broad; AE for late-stage

AWARENESS → CONSIDERATION:
  Email 1: Industry insight (no pitch)
  Email 2: Framework / how to think about the problem
  LinkedIn: 2 organic posts on the same theme (company page)
  Email 3: Case study reference + soft CTA

CONSIDERATION → DECISION:
  Email 1: Competitive differentiation framing
  Email 2: Specific outcome story from named customer
  Email 3: Low-risk first-step proposal (workshop / review)

Section 4: Sender Tier Strategy

Every campaign asset must be assigned a sender. Different senders = different tone.

The escalation rule: Start with the appropriate tier. If a contact engages (opens, clicks, replies) but doesn't book — escalate one tier. SDR engagement + no meeting → AE personal follow-up. AE engagement + no meeting → Exec 1:1 note.

Multi-sender campaigns: For Tier 1 ABM accounts, design a coordinated campaign where:

• SDR handles early email touches and LinkedIn volume
• AE owns Touch 3 onwards (proof + meeting ask)
• Exec sends the microsite launch email and VIP event invite

Section 5: A/B Variant Design

For any campaign with 20+ contacts, define at least one A/B test.

What to Test (Priority Order)

1. Subject line — highest leverage, easiest to test
2. Email 1 hook angle — industry observation vs. named problem vs. question
3. CTA type — named meeting type vs. open-ended question
4. Sender name — AE name vs. Exec name (for high-value segments)

Variant Naming Convention

Campaign: [Account/Segment Name]
Variant A: [Control — default approach]
Variant B: [Test — single variable changed, clearly named]

Example:
  Variant A subject: "The data problem blocking most healthcare AI rollouts"
  Variant B subject: "Apollo Hospitals — a different perspective"
  Test variable: Generic industry hook vs. named account hook

When NOT to A/B Test

• Tier 1 named accounts (too small a sample)
• Event campaigns with <50 invitees
• Executive-sender campaigns (too personal — testing undermines authenticity)

Section 6: Campaign Brief Output Format

After designing a campaign, output this brief to hand to downstream skills:

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TEQFOCUS CAMPAIGN BRIEF
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CAMPAIGN NAME:   [Name]
TYPE:            [ABM / Outbound / Event / Lifecycle]
TARGET:          [Named account / Segment]
GOAL:            [Meeting / RSVP / Engagement]
TIMELINE:        [Start → End]
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ARC SUMMARY:
[Week-by-week: channel + touch + sender]
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ASSETS NEEDED:
[ ] Microsite (abm-microsite skill)
[ ] Email sequence (demand-gen skill)
[ ] LinkedIn sequence (linkedin-campaigns skill)
[ ] Sales asset: [type] (sales-enablement skill)
[ ] Event assets (events-engine skill)
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SENDER ASSIGNMENTS:
Touch 1–2: [Sender tier]
Touch 3–4: [Sender tier]
Touch 5+:  [Sender tier]
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A/B TEST:
Variable: [What's being tested]
Variant A: [Control]
Variant B: [Test]
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ACCOUNT INTELLIGENCE SOURCE:
[Link to ABM brief or "Tier 3 — no brief needed"]
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Section 6: Channel Selection Framework

Structure every Teqfocus campaign across three channel types:

Owned Channels (full control — always anchor here)

• Email sequences via HubSpot
• teqfocus.com pages and ABM microsites
• LinkedIn company page and personal profiles
• TeqTalk podcast and newsletter

Rule: Every campaign must drive back to an owned channel. Borrowed and paid channels are amplifiers — owned channels convert.

Earned / Borrowed Channels (amplify owned)

• Salesforce partner co-marketing (leverage their audience)
• Snowflake partner ecosystem
• Salesforce AppExchange listing traffic
• LinkedIn organic reach from Andy + AE advocacy posts
• CXO dinner community (East Bay CXO)

Rule: Use borrowed channels to reach new audiences. Always capture contact info to convert borrowed attention into owned relationships.

Paid Channels (not currently active — plan for future)

• LinkedIn Sponsored Content (when ready)
• Google Ads (branded + competitor terms)
• Retargeting (website visitors)

Current Teqfocus status: Primarily owned + earned. Paid is not active. Do not build campaign plans that depend on paid until confirmed with team.

Section 7: Multi-Touch Attribution Model

For every campaign, assign touches to understand what drove pipeline:

Attribution model: First touch + last touch + assist credit

Track in HubSpot using UTM parameters on every campaign link. See analytics-tracking skill for full UTM system and setup.

Minimum tracking per campaign:

• Source of every inbound lead
• Which asset/page triggered the conversion
• Time from first touch to meeting booked
• Number of touches before meeting booked (average across pipeline)

Section 8: Campaign Launch Momentum Framework

Structure campaign launch in three phases to build compounding momentum:

Pre-launch (week before): Warm the audience

• Teaser content on LinkedIn (Andy or Avi personal posts)
• Internal briefing to AEs — what's coming, what to say
• Partner notification if co-marketing involved

Launch week: Maximum concentration

• Day 1: Announcement post (company page + CEO personal)
• Day 2: Email to relevant segment
• Day 3: Employee advocacy posts (AEs, practice leads)
• Day 5: Partner amplification (Salesforce AE share)

Post-launch (weeks 2–4): Sustain and convert

• Week 2: Deep-dive content (blog, carousel, video)
• Week 3: Case study or proof reinforcement
• Week 4: CTA amplification — direct push to book

Audience Execution — Clay-Engine Integration

This skill = defines audiences and campaign arcs (strategy layer). clay-engine = builds, enriches, and syncs those audiences (execution layer).