campaign

name	campaign
description	Campaign orchestration knowledge — campaign types, intake workflow, specialist dispatch map, Apollo integration decision tree, output schema for outbound, launch, ABM, and content/paid campaigns
allowed-tools	Read, Write, AskUserQuestion

Campaign Orchestration

Domain expertise for planning and executing marketing campaigns across four types: outbound email, product launch, account-based (ABM), and content + paid.

Campaign Type Definitions

Outbound Email

Cold prospecting sequence targeting individuals who match the ICP but have no prior relationship with the product. Typical goal: book meetings or demos. Best when: you have a defined ICP, can source contacts, and have a clear value proposition. 3-touch sequence is the minimum viable; 5-touch adds a case study and a multi-channel step (LinkedIn).

Product Launch

Time-bounded campaign to announce and drive adoption of a new product or feature. Structured in three phases: pre-launch (build anticipation), launch week (maximize spike), post-launch (nurture and convert). Best when: there is a hard ship date, a waitlist, or a Product Hunt moment to anchor to.

Account-Based Marketing (ABM)

Personalized multi-touch campaign targeting a defined list of high-value accounts, not individuals. Combines email and LinkedIn touches, with messaging tailored to account-level signals (industry, recent news, job postings). Best when: ACV is high, sales cycle is long, and a named account list exists or can be built.

Content + Paid Ads

Keyword-driven content plan paired with paid ad copy across Google Search, Meta, and LinkedIn. Best when: there is search demand to capture (Google), retargetable audience (Meta), or a professional ICP reachable on LinkedIn. Requires keyword research before copy can be written.

Intake Question Sequence

Ask in this order. Skip any question whose answer is already in the dispatch prompt or PROJECT.md.

1. Campaign type — outbound / launch / ABM / content+paid
2. Product/company — what the product does and who it's for (read PROJECT.md first)
3. ICP — role, company size, industry, pain state
4. Goal — primary conversion event (meeting booked, trial signup, demo request, revenue)
5. Timeline — total duration and any hard deadlines

Slug derivation: {type}-{product-name}-{quarter}, all lowercase, hyphens only. Example: outbound-acme-q3.

Specialist Dispatch Map

Campaign Type	Agent(s) to Dispatch	When to Skip
Outbound	cks:product-marketer	User already provided ICP + positioning brief
Launch	cks:product-marketer	User already provided launch brief
ABM	cks:product-marketer	User already provided account profile
Content + Paid	cks:online-marketer	User already provided keyword list + funnel

Dispatch order matters: always get positioning/keywords before writing copy.

Apollo Integration Decision Tree

Is campaign type outbound or ABM?
  └─ YES → Attempt mcp__claude_ai_Apollo_io__apollo_users_api_profile
      ├─ SUCCESS → Ask: "Auto-load prospects + sequence, or write files only?"
      │     ├─ AUTO-LOAD: search contacts → load sequence → write apollo-config.md
      │     └─ FILES ONLY: write sequence files, note manual Apollo steps in RUNBOOK
      └─ FAIL (no MCP / auth error) → Write sequence files only; note setup in RUNBOOK
  └─ NO (launch / content+paid) → Skip Apollo entirely

Apollo tools used for auto-load:

• apollo_contacts_search or apollo_mixed_companies_search — prospect/account discovery
• apollo_emailer_campaigns_add_contact_ids — load contacts into sequence
• Never use apollo_emailer_campaigns_remove_or_stop_contact_ids unless user explicitly requests it

Output Schema

.campaign/{slug}/
  brief.md              — audience, goal, timeline, channel mix (all types)
  RUNBOOK.md            — execution checklist (all types)
  sequences/            — email + LinkedIn touch files (outbound, ABM)
    email-1.md
    email-2.md
    email-3.md
  launch-plan.md        — 8-week phase plan (launch)
  assets/               — hero copy, social posts, launch emails (launch)
  account-list.md       — target account criteria + rationale (ABM)
  content-plan.md       — topics, formats, publish schedule (content+paid)
  ads/                  — ad copy by channel (content+paid)
    google.md
    meta.md
    linkedin.md
  apollo-config.md      — search filters + sequence ID (outbound/ABM, Apollo only)

Common Rationalizations

Rationalization	Reality
"I don't need Apollo — I'll just write the sequence"	Apollo auto-load saves the user hours of manual setup. Always detect and offer it for outbound and ABM.
"I can skip intake questions — the brief is obvious"	Brief.md must be written with explicit answers. Assumed answers produce misaligned copy.
"The RUNBOOK can be short — they'll figure it out"	A RUNBOOK without setup steps, file paths, and metrics leaves the user stranded. Make it self-contained.
"I'll dispatch the specialist later — let me write copy first"	Positioning from cks:product-marketer shapes all copy. Write copy before positioning = rework.
"ABM and outbound are basically the same"	ABM targets accounts with personalized signal-based messaging; outbound targets individuals with ICP-fit messaging. Different sequence structure and Apollo queries.
"Content + paid doesn't need a specialist dispatch"	cks:online-marketer owns keyword research. Without it, ad copy lacks search intent alignment.

Verification

• brief.md exists with: audience, goal, timeline, channel mix
• All sequence files written with subject lines, body copy, and CTA — no placeholders
• RUNBOOK.md is self-contained: setup steps, asset file paths, success metrics
• Apollo auto-load confirmed or explicitly skipped with notes in RUNBOOK
• Specialist dispatch completed before copy was written
• Output folder matches schema above — no missing required files for campaign type