Create Outbound Campaign

Build targeted outbound campaigns from ICP definition through personalized sequences.

MCP connectors

Connector	Purpose
CRM	Import leads, track campaign performance
LinkedIn	Research targets, send connection requests
Gmail	Send outbound email sequences

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