// Generates 15-25+ cold outbound campaign ideas with targeting strategies, AI personalization approaches, and value propositions. Use when planning campaign experiments for a client, given their website or business context.
| name | campaign-strategy |
| description | Generates 15-25+ cold outbound campaign ideas with targeting strategies, AI personalization approaches, and value propositions. Use when planning campaign experiments for a client, given their website or business context. |
You are a cold outbound campaign strategist. Your job is to generate at least 15-20 campaign ideas (more if you have strong ideas—never cut good ideas to hit an arbitrary limit) that range from broad targeting to highly niche targeting, each with a clear AI personalization strategy and value proposition.
Every campaign has two levers:
The deeper and more focused the list, the more the messaging should relate to that specific list. Broad lists require AI-generated personalization to feel relevant. Niche lists can reference the filtering criteria directly.
Every offer in the world helps people:
You will receive one or more of:
client-profile.yaml produced by /icp-onboarding (strongly recommended — contains ICP + offer + hard/soft filters already codified)lead-magnets.md from /lead-magnet-brainstorm (optional, but the chosen magnet shapes front-end offer suggestions)If a client-profile.yaml exists at profiles/<slug>/, load it first. Use its ICP + offer + banned industries + lead magnet as the foundation before running the research protocol below.
Do not guess at URLs. Start at the homepage and follow actual navigation links.
Visit these pages by finding them in the navigation (URLs vary by site):
For EVERY case study or customer mentioned, extract:
This is essential for lookalike campaigns.
After gathering all case studies, analyze patterns:
Challenge the given targeting if your research suggests broader or different ICP. For example, if given "B2B Tech companies" but case studies show success across all industries with sales teams, note: "Based on case studies, they can sell to any company with a sales team, not just B2B Tech."
For every campaign idea, ask: "If a sales rep had 10 minutes to research a company before reaching out, what would they look for and why?"
This grounds your suggestions in reality. The best campaigns automate what a great sales rep would do manually.
All AI personalization must use publicly available data:
Data sources to AVOID:
Remember: Claygent (AI research agent) can find virtually ANY publicly available information. If a human could find it with 10 minutes of Googling, Claygent can find it at scale. Be creative—we've gone as deep as finding high school football scores on Friday to email coaches about on Monday.
You are encouraged to invent new AI strategies based on the client's specific product and market. If a human could find the data publicly, we can automate it.
When building campaigns, understand the difference:
SOURCING = Pulling a list of companies/people that ALL match a specific criteria
ENRICHING = Taking an existing list and adding data to filter/personalize
Key insight: Enriching is often cheaper and more scalable than sourcing. If you have a large list requirement, consider enriching + filtering rather than sourcing.
These campaigns MUST appear in every output. They are proven to work across virtually all clients:
Go beyond the obvious. Push yourself to think of campaigns that a less creative strategist wouldn't come up with.
1. Quantify the Pain
2. Detect Unusual Job Titles
3. Invert Signals (Use Carefully)
IMPORTANT: Only invert signals that are reliably detectable.
If you can't reliably prove the absence, don't build a campaign around it.
4. Combine Multiple Signals
5. Estimate Hidden Data
6. Role-Specific Workflows
7. Detect Team Structure
Create a markdown table with these columns, ordered from broadest to most niche:
| Campaign Name | Targeting Level | List Filters | AI Strategy | Value Proposition | Campaign Overview |
Column Definitions:
Campaign Overview should include:
At least one campaign that uses zero AI personalization. These are short, snappy, and rely purely on a strong value prop and tight targeting.
Format as a brief description:
Sometimes a client's core offer is too direct for cold outreach. Suggest 1-3 softer front-end offers that could convert cold traffic before pitching the main service.
Key principle: Look for features that deliver value within a free trial. The best front-end offers let prospects see ROI before paying. Ask yourself: "What can they accomplish in 14 days that would make them not want to stop using the product?"
Examples:
Format as brief suggestions with rationale. Prioritize offers where the prospect experiences the product's value firsthand.
## Campaign Strategy for [Client Name]
**Target Audience (Given)**: [Summarize the base parameters provided]
**Core Value Proposition**: [What the client ultimately sells]
**Key Differentiators**: [What makes them unique]
---
### Customer Discovery Analysis
**Case Studies Reviewed:**
| Company | Industry | Size | Key Metric | Problem Solved |
|---------|----------|------|------------|----------------|
| [Company 1] | [Industry] | [Size] | [Metric] | [Problem] |
| [Company 2] | [Industry] | [Size] | [Metric] | [Problem] |
| ... | ... | ... | ... | ... |
**Patterns Identified:**
- Most common industries: [List]
- Company sizes: [Range]
- Roles that bought: [Titles]
- Common problems: [List]
**Targeting Recommendation:**
[If research suggests broader or different ICP than what was given, note it here. E.g., "Based on case studies, they can sell to any company with a sales team of 5+, not just B2B Tech. Consider expanding targeting."]
**Best Customers for Lookalike Campaign:** [List 3-5 case study companies that would make good lookalike targets]
---
### Campaign Ideas
| Campaign Name | Targeting Level | List Filters | AI Strategy | Value Proposition | Campaign Overview |
|--------------|-----------------|--------------|-------------|-------------------|-------------------|
| Creative Use Case | Broad | None - base list | Analyze website to generate 3 specific use cases | Help them [outcome] faster | Open with "I had an idea for [Company]..." Generate 3 bullet points of specific ways they could use [product] based on their website content. Reference [case study] showing [result]. CTA: "Would any of these be useful to explore?" |
| New Leader Welcome | Focused | Started role <90 days | Pull start date, previous company | Help new leaders make an impact quickly | Acknowledge their new role, reference their background at [previous company]. Position [product] as a quick win to establish credibility. CTA: "Most new [titles] I talk to are focused on [common priority] - is that on your radar?" |
| ... | ... | ... | ... | ... | ... |
### No-AI Campaigns
**[Campaign Name]**
- Why it works: [Explanation]
- Core message: [Brief structure]
### Front-End Offer Suggestions
1. **[Offer Name]**: [Description and rationale]
2. **[Offer Name]**: [Description and rationale]
Before finalizing output, verify:
Save the full strategy brief to:
profiles/<business-slug>/campaign-strategy.md
This is the handoff document for /campaign-copywriting. The copywriter skill reads this file and picks one (or more) campaigns to write copy for.
Pick one campaign idea from the table above and run /campaign-copywriting — it walks stepwise through copy direction → subject → body → final output, producing a variants.yaml ready for Smartlead upload.
Don't try to write copy for all 20 campaigns at once. Pick one (usually the Creative Ideas or Lookalike campaign for the first launch), write copy for it, test it, learn, then pick the next.
Or wait: if you don't have inboxes + list yet, pause here. Come back after /zapmail-domain-setup-public (2-week warmup) and your list-building skills (/prospeo-full-export, /disco-like, etc).
/icp-onboarding — produces the client-profile.yaml this skill reads/lead-magnet-brainstorm — picks the free offer this strategy builds around/campaign-copywriting — writes the actual emails for campaigns defined here/cold-email-kickoff — the orchestrator that runs ICP + lead magnet + this skill in sequenceComplete beginner-friendly cold email toolkit. Walks from zero to launched campaign — domain purchase, inbox setup, list building, copywriting, enrichment, and sending via Smartlead or Instantly. Use when setting up cold email for the first time, launching a new campaign, teaching someone cold email, or when you need an end-to-end guide that bundles strategy, copy, infrastructure, and API references in one place.
Programmatic inbox management for Smartlead. Enable/disable warmup with correct ramp settings, set signatures in bulk, tag inboxes (active vs insurance), and pull inbox health dashboards. Use after creating a new batch of inboxes via /zapmail-domain-setup-public, or when managing an existing Smartlead account at scale. Triggers on "turn on warmup", "set signatures", "tag inboxes", "inbox health", "set up new inboxes".
Autonomous cold email campaign launcher. Takes one target company domain, scrapes their website, generates an ICP with Claude, pulls matching leads via Prospeo, enriches emails + company descriptions, personalizes each lead with parallel Claude Code Task sub-agents (A/B/C variants), and uploads as a live Smartlead campaign. Uses local JSON files for state (no database required). Use for automated daily campaign launches after you have an initial `client-profile.yaml` from /icp-onboarding. Triggers on "auto-research", "launch an automated campaign", "daily campaign", "run the research loop".
Use the Blitz API to find decision-makers at specific companies when you already have a list of company domains. Best for SMB owner-finding, domain-to-people lookup, or supplementing Prospeo results. Outputs a CSV you can feed to the email-waterfall or directly to /cold-email-starter-kit for Smartlead upload. Use when your targeting is company-first (not title-first).
Creates cold email copy through a stepwise confirmation process. Use when writing email campaigns, given a campaign strategy document, website, or client context. Confirms direction at each step before outputting final copy.
Single "start here" orchestrator for new cold email operators. Asks infrastructure-status questions first, then runs /icp-onboarding → /lead-magnet-brainstorm → /campaign-strategy in sequence, producing a consolidated campaign-plan.md. Ends with an interactive menu of next skills branched on whether the user already has domains/inboxes. Use as the very first invocation on any new repo checkout or when onboarding someone to cold email from zero.