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:

Check for existing campaigns in .business_growth/sales/campaigns/
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
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):

Campaign Goal: What's the desired outcome?
- Book meetings
- Generate interest
- Share content
- Event invitations
Value Proposition: What's the main value for prospects? (may come from DECISIONS.md)
- Problem you solve
- Key benefits
- Differentiation
Social Proof: What credibility elements to include?
- Customer logos
- Metrics/results
- Awards/recognition
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):

Review and edit templates as needed
Use /opportunity-master:lead-research <campaign_id> to personalize for top prospects
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

campaign-creation