MCP Outreach

Leadspicker Outreach (MCP)

Creates outreach sequences in Leadspicker projects through the Leadspicker MCP server. The entire sequence is built in one mcp__leadspicker__create_sequence call — never chain multiple create_sequence_step calls when constructing a new sequence.

Three sequence types:

1. Email — cold email + follow-ups in the same thread.
2. LinkedIn — connection check → messages, or connection request → messages / InMail.
3. Multi-channel — emails + LinkedIn together.

MCP tools used

Step types — use EXACTLY these values

Boolean condition gate (magic_column_condition)

Add condition gates as the first steps of the sequence when the project has boolean magic columns. Each condition is a separate step with condition: [header_id] (one ID per step). Chain them with relation_type: "yes".

Find boolean column header IDs by calling mcp__leadspicker__get_project(project_id=X) and looking in headers_data for entries with is_boolean: true — use the id field.

Parent references

Inside sequence_messages, steps reference parents by named string keys (or numeric IDs of already-saved steps):

"parents": ["delay-step"]                                      // simple chain
"parents": [{"parent": "wait-accept", "relation_type": "yes"}] // YES branch
"parents": [{"parent": 4567, "relation_type": ""}]             // existing step ID

• relation_type: "" (sequential), "yes" (positive branch), "no" (negative branch)
• Root steps have no parents field.
• Position is auto-calculated.

Sequence type 1 — Email

EMAIL 1 (root, is_reply=false) — new thread
  → DELAY (3 days)
    → EMAIL 2 (is_reply=true) — same thread
      → DELAY (3 days)
        → EMAIL 3 (is_reply=true) — same thread

{
  "sequence_messages": {
    "email-1": {
      "subject": "{subject_line}",
      "message": "<div>{email_body_html}</div>",
      "outreach_step_type": "",
      "is_reply": false
    },
    "delay-1": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["email-1"] },
    "email-2": {
      "subject": "Re: {subject_line}",
      "message": "<div>{follow_up_body_html}</div>",
      "outreach_step_type": "",
      "is_reply": true,
      "parents": ["delay-1"]
    },
    "delay-2": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["email-2"] },
    "email-3": {
      "subject": "Re: {subject_line}",
      "message": "<div>{final_follow_up_body_html}</div>",
      "outreach_step_type": "",
      "is_reply": true,
      "parents": ["delay-2"]
    }
  }
}

Sequence type 2 — LinkedIn

CONNECT (root) — send connection request
  → AFTER_CONNECTION (wait up to 7 days)
    ├── YES (accepted): MESSAGE 1 → DELAY → MESSAGE 2
    └── NO (not accepted): INMAIL (premium) → DELAY → INMAIL 2

{
  "sequence_messages": {
    "connect": {
      "message": "{connection_request_text}",
      "outreach_step_type": "connect"
    },
    "wait-accept": {
      "outreach_step_type": "after_connection",
      "delay_days": 7,
      "parents": ["connect"]
    },
    "accepted-msg-1": {
      "message": "{message_body_1}",
      "outreach_step_type": "message",
      "parents": [{ "parent": "wait-accept", "relation_type": "yes" }]
    },
    "accepted-delay": { "outreach_step_type": "delay", "delay_days": 5, "parents": ["accepted-msg-1"] },
    "accepted-msg-2": {
      "message": "{follow_up_body}",
      "outreach_step_type": "message",
      "parents": ["accepted-delay"]
    },
    "not-accepted-inmail-1": {
      "subject": "{inmail_subject}",
      "message": "{inmail_body}",
      "outreach_step_type": "inmail_message",
      "parents": [{ "parent": "wait-accept", "relation_type": "no" }]
    },
    "not-accepted-delay": { "outreach_step_type": "delay", "delay_days": 5, "parents": ["not-accepted-inmail-1"] },
    "not-accepted-inmail-2": {
      "subject": "{inmail_subject_2}",
      "message": "{inmail_follow_up_body}",
      "outreach_step_type": "inmail_message",
      "parents": ["not-accepted-delay"]
    }
  }
}

InMail — premium only. Always ask the user about LinkedIn Premium before adding inmail_message steps. Non-premium → skip InMail entirely.

Sequence type 3 — Multi-channel (email + LinkedIn)

⚠️ MANDATORY: always check first_degree_connection

NEVER skip the first_degree_connection step in multi-channel sequences. It MUST come before any LinkedIn connect / message step.

CONDITIONS (optional) — filter by boolean columns
  → EMAIL 1 → DELAY → FOLLOW-UP EMAIL → DELAY
    → FIRST_DEGREE_CONNECTION
      ├── YES (already connected): MESSAGE 1 → DELAY → MESSAGE 2
      └── NO (not connected): CONNECT → AFTER_CONNECTION (7 days)
            ├── YES (accepted): MESSAGE 1 → DELAY → MESSAGE 2
            └── NO (not accepted): INMAIL (premium) → DELAY → FINAL EMAIL

Premium vs. non-premium

• Premium: include InMail in NO-not-accepted branch.
• Non-premium: skip InMail, jump straight to the final email.

Full payload (with conditions + InMail — 18 steps)

{
  "sequence_messages": {
    "check-icp": {
      "outreach_step_type": "magic_column_condition",
      "condition": [387407]
    },
    "check-language": {
      "outreach_step_type": "magic_column_condition",
      "condition": [387411],
      "parents": [{ "parent": "check-icp", "relation_type": "yes" }]
    },
    "first-email": {
      "subject": "{subject_line}",
      "message": "<div>{email_body_html}</div>",
      "outreach_step_type": "",
      "is_reply": false,
      "parents": [{ "parent": "check-language", "relation_type": "yes" }]
    },
    "delay-after-email-1": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["first-email"] },
    "followup-email": {
      "subject": "Re: {subject_line}",
      "message": "<div>{follow_up_html}</div>",
      "outreach_step_type": "",
      "is_reply": true,
      "parents": ["delay-after-email-1"]
    },
    "delay-after-email-2": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["followup-email"] },
    "check-connected": {
      "outreach_step_type": "first_degree_connection",
      "parents": ["delay-after-email-2"]
    },
    "already-connected-msg": {
      "message": "{li_message_for_connected}",
      "outreach_step_type": "message",
      "parents": [{ "parent": "check-connected", "relation_type": "yes" }]
    },
    "already-connected-delay": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["already-connected-msg"] },
    "already-connected-msg-2": {
      "message": "{li_followup_for_connected}",
      "outreach_step_type": "message",
      "parents": ["already-connected-delay"]
    },
    "not-connected-request": {
      "message": "{connection_request_text}",
      "outreach_step_type": "connect",
      "parents": [{ "parent": "check-connected", "relation_type": "no" }]
    },
    "wait-accept": {
      "outreach_step_type": "after_connection",
      "delay_days": 7,
      "parents": ["not-connected-request"]
    },
    "accepted-msg": {
      "message": "{li_message_after_accept}",
      "outreach_step_type": "message",
      "parents": [{ "parent": "wait-accept", "relation_type": "yes" }]
    },
    "accepted-delay": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["accepted-msg"] },
    "accepted-msg-2": {
      "message": "{li_followup_after_accept}",
      "outreach_step_type": "message",
      "parents": ["accepted-delay"]
    },
    "not-accepted-inmail": {
      "subject": "{inmail_subject}",
      "message": "{inmail_body}",
      "outreach_step_type": "inmail_message",
      "parents": [{ "parent": "wait-accept", "relation_type": "no" }]
    },
    "not-accepted-delay": { "outreach_step_type": "delay", "delay_days": 3, "parents": ["not-accepted-inmail"] },
    "final-email": {
      "subject": "{final_subject}",
      "message": "<div>{final_email_html}</div>",
      "outreach_step_type": "",
      "is_reply": false,
      "parents": ["not-accepted-delay"]
    }
  }
}

Message generation — BASHO framework

Philosophy

Short, relevant, trigger-led messages that read like a real person wrote them. Tied to a specific reason for reaching out. Never generic templates.

Core principles:

• Relevance beats personalization. Tie the message to why now, not "Congrats on…".
• One idea per email/message. Don't stack problems, features, and asks.
• Mobile-first. Short lines, white space, fast to understand.
• Write like you talk. Simple words, short sentences.
• No cheesy openers. NEVER use "I hope you're doing well", "I hope this finds you well", or any throat-clearing phrases.

Pre-generation checklist

Before generating any messages, complete these in order:

1. What is the user selling / offering? Product, service, value prop, ICP, problem solved.
2. Preferred language? Default English. If non-English, all messages in that language.
3. LinkedIn Premium? Determines connection request text (blank vs ≤200 chars) and InMail availability.
4. (LinkedIn / multi-channel only) Sender name? LinkedIn has no auto-signature — ask the user for the exact name to sign with (e.g. "Tomáš Blaťák"). Do NOT use recipient variables.
5. Fetch available variables. Call mcp__leadspicker__list_contacts(project_id=X, page=1, page_size=5) to see all columns. Look for:
   • Standard: {{first_name}}, {{last_name}}, {{full_name}}, {{position}}, {{company_name}}
   • Enriched: {{linkedin_company_description}}, {{website_text_summary}}, {{linkedin_about_me}}, {{present_experiences}}
   • Personalization (from mcp-personalizer): {{website_hook}}, {{company_hook}}, {{experience_hook}}, {{icebreaker}}, {{salutation}}, etc.
   • Any custom AI columns from mcp-classification / mcp-personalizer

BASHO message structure

Every message follows this 4-part structure:

1) Opener — "Reason I'm reaching out" (1–2 lines)

• Sales trigger (funding, hiring, new product, leadership change, expansion)
• Observation (something specific on their site, pricing, messaging, reviews, job posts)
• Peer signal (competitor / adjacent brand doing X)
• Or use a personalization variable: {{website_hook}}, {{icebreaker}}
• Goal: establish "this isn't a template" immediately.

2) Reframe — make them think (1–2 lines)

• Pattern interrupt question: "Curious if you're seeing X…"
• Simple outcome statement: "Teams use us to reduce X / improve Y without Z."
• Goal: create curiosity without pitching features.

3) Proof — "Others like you succeeded" (1 line)

• "Teams like [type] are seeing…"
• "We helped a similar [industry] team…"
• "Commonly we see X within Y weeks…"
• 1 line max — no case-study essays.

4) CTA — low-friction next step (1 line)

• NOT "book a demo". Instead:
  • "Worth a 10-min chat to compare notes?"
  • "Open to me sending over a quick teardown?"
  • "Should I speak with you or someone else on this?"
• One clear CTA only.

Word counts

Follow-up rules

• Second follow-up: NOT "bumping this". Add something NEW — a sharper insight, a tiny teardown, a relevant example. Reference the prior message briefly, then pivot to new value.
• Final follow-up / breakup: Polite close-the-loop. "If the timing isn't right, no worries — just wanted to close the loop." Give them an easy out, leave the door open. Can include one final micro-value or observation.

Spintax

Use spintax {option1 | option2 | option3} for text rotation. Required spintax locations:

1. Greeting — always: {Hi | Hey | Hello}, or in target language: {Dobrý den | Zdravím}.
2. Closing — always: {Best | Cheers | Kind regards | Thanks}, or in target language: {S pozdravem | Díky | Přeji hezký den}.

Plus 2–4 additional locations per message:

• Opener: {I noticed | I saw | Caught my eye that}
• Reframe: {Curious if | Wondering whether | Quick question —}
• Proof intro: {Teams like yours | Similar companies | Others in your space}
• CTA: {Worth a quick chat? | Open to connecting? | Would 10 minutes make sense?}
• Transitions: {That said | With that in mind | On that note}

Total: at least 4–6 spintax locations per message (2 required + 2–4 additional).

Subject lines

• Spintax for rotation, short (3–8 words), curiosity-driven, no clickbait.
• Only the first email (is_reply=false) has a subject. Follow-ups (is_reply=true) have empty subject (same thread).

Examples:

{Quick question | Thought about this | Noticed something} about {{company_name}}
{{{first_name}} | Quick thought} — {{company_name}}
{Idea for | Question about | Observation on} {{company_name}}

LinkedIn premium rules

• Non-premium: connection request message = blank (empty string). No InMail step. Total: LinkedIn-only sequence has 9 steps; multi-channel has 16 steps.
• Premium: connection request message ≤ 200 chars (e.g. "Hi {{first_name}}, {{website_hook}} — would love to connect and share thoughts."). InMail available with subject + 150–200-word body. Total: LinkedIn-only 10 steps; multi-channel 18 steps.

Variable priority for openers

1. {{icebreaker}} — LinkedIn posts icebreaker (most personal)
2. {{website_hook}} — website-specific
3. {{company_hook}} — company LinkedIn-specific
4. {{experience_hook}} — person-specific
5. Manual trigger from {{position}} + {{company_name}} (fallback)

Hard rules

1. ≈150–200 words for initial messages, shorter for follow-ups.
2. No "hope you're well" / no throat-clearing / no cheesy openers.
3. No feature dump — talk outcomes and the problem you solve.
4. Specificity wins — numbers, timeframes, scope (when you can).
5. One clear CTA (not multiple questions).
6. Avoid spam signals — too many links, heavy formatting, buzzwords, exclamation marks.
7. Write like you talk — simple words, short sentences.
8. Skimmable — 1–2 lines per paragraph, 3–6 short paragraphs.
9. Mobile-first — short lines that look good on phone screens.
10. Each follow-up adds something new — never just "bumping this".
11. Final follow-up = breakup style, close the loop politely.
12. Emails: NO sender name / signature. Leadspicker auto-appends the email signature; adding one in the body would duplicate.
13. LinkedIn: ALWAYS include the sender's real name at the end of every LinkedIn message. LinkedIn has no auto-signature. Use the exact name the user provided in the pre-generation checklist — never {{first_name}} (that's the recipient).

Multi-language

• Default English; ask before generating.
• Spintax in the target language (greetings, closings, transitions).
• If a {{salutation}} column exists (from mcp-personalizer), use it instead of generic greeting spintax.
• Messages should read naturally, not like translations.

Email body format

HTML in the message field. Use <div> and <br>.

<div>
  {Hi | Hey | Hello} {{first_name}},<br /><br />
  {{website_hook}}<br /><br />
  {Curious if | Wondering whether} you're seeing similar challenges with [problem].<br /><br />
  {Teams like yours | Similar companies in {{industry}}} are seeing [outcome] within [timeframe].<br /><br />
  {Worth a quick 10-min chat? | Open to comparing notes?}
</div>

⚠️ Do NOT include sender name or signature — Leadspicker auto-appends it.

LinkedIn message format

Plain text in the message field (NOT HTML). Always sign with the user's actual name.

{Hi | Hey | Hello} {{first_name}},

{{website_hook}}

{Curious if | Wondering whether} you're exploring [topic] — {teams like yours | others in your space} are seeing [outcome].

{Worth connecting to share notes? | Open to a quick chat?}

{Best | Cheers},
{user's actual name}

Workflow

1. Resolve the project — display as {name} (#{id}).
   • User named it → mcp__leadspicker__list_projects(search_query="{name}", limit=5).
   • Otherwise → mcp__leadspicker__list_projects(order_by="last_active", limit=20) and ask the user to pick. Then ask the user which sequence type to build (email / LinkedIn / multi-channel).
2. Check existing sequence — mcp__leadspicker__list_sequence(project_id=X). Warn if a sequence already exists.
3. Pre-generation checklist — what they're selling, preferred language, LinkedIn Premium, sender name (LI/multi-channel).
4. Fetch variables — mcp__leadspicker__list_contacts(project_id=X, page=1, page_size=5) to see all columns including hooks / icebreakers / salutations.
5. Find boolean columns — mcp__leadspicker__get_project(project_id=X, info_type="detail") → look in headers_data for entries with is_boolean: true and pick their id. If any boolean columns exist, ALWAYS add them as magic_column_condition steps at the root (chained via relation_type: "yes"). Skip only if no boolean columns exist.
6. Generate messages — apply BASHO, word limits, spintax, and use the available variables. Emails: no sender name. LinkedIn: sign with the user's actual name.
7. Show all messages to the user for approval before building.
8. Delete existing sequence if any — mcp__leadspicker__delete_sequence(project_id=X).
9. Build the sequence in ONE call — mcp__leadspicker__create_sequence(project_id=X, sequence_messages=...). Never chain multiple create_sequence_step calls when constructing a new sequence.
10. Verify — mcp__leadspicker__list_sequence(project_id=X) to show the resulting tree.

Deleting a sequence

mcp__leadspicker__delete_sequence(project_id=X) removes ALL steps. There is no API to delete individual steps — only the entire sequence.

Common errors

Natural language matching