campaign-creation

Campaign Creation Skill

Create LinkedIn outreach campaigns with multi-touch messaging sequences targeting specific lead lists.

Process

Step 0: Load Defaults

Check for saved decisions:

Read .business_growth/sales/DECISIONS.md if it exists. This provides:

• Problem we solve (for value prop messaging)
• Buyer persona (for tone and framing)
• Target industries (for relevant examples)

If DECISIONS.md exists: Ask: "Want to use your saved buyer profile for messaging, or customize for this campaign?"

• (A) Use defaults → Pre-fill value proposition, skip those questions
• (B) Customize → Ask campaign-specific messaging questions

Step 1: Resolve Campaign Context

If campaign_id provided:

• Verify the campaign folder exists at .business_growth/sales/campaigns/<campaign_id>/
• Load LIST.md and icp.md from the campaign folder

If campaign_id not provided:

1. Check for existing campaigns in .business_growth/sales/campaigns/
2. If campaigns exist, ask user:
   • (A) Create new campaign → Generate a meaningful snake_case name (e.g., campaign_fintech_vp_eng)
   • (B) Add to existing campaign → Select from available campaigns
3. If no campaigns exist, create a new one

Establish campaign_id before proceeding. Load the campaign's LIST.md and icp.md if they exist.

Step 2: Define Campaign Strategy

Ask user about campaign goals and messaging (skip questions answered in DECISIONS.md if using defaults):

1. Campaign Goal: What's the desired outcome?

   • Book meetings
   • Generate interest
   • Share content
   • Event invitations

2. Value Proposition: What's the main value for prospects? (may come from DECISIONS.md)

   • Problem you solve
   • Key benefits
   • Differentiation

3. Social Proof: What credibility elements to include?

   • Customer logos
   • Metrics/results
   • Awards/recognition

4. Call to Action: What should prospects do?

   • Reply to message
   • Book a call
   • Visit landing page

Step 3: Design Message Sequence

Create a multi-touch sequence. Recommended structure:

Step	Type	Timing	Purpose
1	Connection Request	Immediate	Initial outreach
2	Welcome Message	On accept	Build rapport
3	Value Message	+3 days	Share value
4	Follow-up	+5 days	Re-engage
5	Break-up	+7 days	Final attempt

For each step, create:

• Template: Message text with personalization tokens
• Subject (for InMails): Compelling subject line
• Personalization notes: What to customize per lead

Step 4: Create Message Templates

Write templates using personalization tokens:

• {{first_name}} - Lead's first name
• {{company}} - Lead's company
• {{title}} - Lead's job title
• {{headline}} - Lead's headline
• {{custom}} - Custom personalization from research

Example Connection Request:

Hi {{first_name}}, I noticed you're leading {{title}} at {{company}}.

I've been helping similar teams [value prop]. Would love to connect and share some insights that might be relevant.

Step 5: Save Campaign

Save to the campaign folder established in Step 1.

Create .business_growth/sales/campaigns/<campaign_id>/CAMPAIGN.md:

# Campaign: <Campaign Name>

## Metadata
- **Campaign ID**: <campaign_id>   # e.g., campaign_fintech_vp_eng
- **Status**: pending
- **Created**: <ISO timestamp>
- **Last Updated**: <ISO timestamp>

## Goal
<campaign objective>

## Messaging Strategy

### Value Proposition
<core value prop>

### Social Proof
<credibility elements>

### Call to Action
<desired action>

## Sequence

### Step 1: Connection Request
- **Type**: connection_request
- **Timing**: Immediate
- **Template**:

```

Step 2: Welcome Message

• Type: message
• Timing: On connection accept
• Template:

<welcome message template>

Step 3: Value Message

• Type: message
• Timing: 3 days after Step 2
• Template:

<value message template>

Step 4: Follow-up

• Type: message
• Timing: 5 days after Step 3
• Template:

<follow-up template>

Step 5: Break-up

• Type: message
• Timing: 7 days after Step 4
• Template:

<break-up template>

Performance Metrics

• Leads Targeted:
• Connection Requests Sent: 0
• Connections Accepted: 0
• Messages Sent: 0
• Replies Received: 0
• Meetings Booked: 0

Notes

```

Step 6: Confirm and Provide Next Steps

Summarize the campaign:

• Target list and lead count
• Sequence length and timing
• Key messaging themes

Suggest next steps (pass campaign_id to each):

1. Review and edit templates as needed
2. Use /opportunity-master:lead-research <campaign_id> to personalize for top prospects
3. Use /opportunity-master:campaign-execution <campaign_id> to start outreach

Template Best Practices

Connection Requests (300 char limit)

• Keep under 250 characters for full visibility
• Reference something specific about them
• Don't pitch in the connection request
• End with reason to connect

Direct Messages

• Personalize opening line
• Keep first message short (2-3 sentences)
• Focus on their problems, not your product
• Clear, low-friction CTA
• No attachments in first message

Follow-ups

• Reference previous message
• Add new value (insight, content, case study)
• Vary the approach each time
• Know when to stop (3-5 touches max)

Campaign Statuses

Status	Meaning
pending	Created but not started
running	Actively executing sequence
paused	Temporarily stopped
done	Sequence completed for all leads