Signal-Routed Allbound Campaigns

---
name: signal-routed-allbound-campaigns
description: "Build signal-based multi-channel outbound campaigns that route prospects across email, LinkedIn, and paid ads based on intent signals — the orchestration layer that turns outreach copy into a coordinated allbound system."
---

# Signal-Routed Allbound Campaigns

One job: **detect the signal, pick the channel mix, build the campaign, sync the audience.**

This skill sits above single-person outreach: it takes a batch of prospects or a live signal feed, decides *which campaign* each person belongs in, builds the multi-channel motion (email + LinkedIn organic + LinkedIn ads + Meta ads), and produces everything needed to launch — audiences, copy, creatives, and routing rules.

The hardest part isn't building 8 campaigns. It's deciding **which signal routes a person to which one** so you don't turn scale into spam.

---

## When to use this skill

- You have a list of prospects and want to run coordinated outbound across email, LinkedIn, and ads — not just send cold emails
- You want signal-based campaign routing: different signals trigger different campaign tracks
- You need audience sync across channels (email lists → LinkedIn matched audiences → Meta custom audiences)
- You're building an "allbound" motion where organic touches and paid impressions reinforce each other

---

## Step 0 — Campaign Architecture (before building anything)

### 0a. Define the signal → campaign routing map

This is the most important artifact. Every prospect enters exactly one campaign track based on the strongest signal detected. No prospect should be in two tracks simultaneously.

Ask the user to confirm their signal priority, or propose this default:

| Priority | Signal | Campaign Track | Why this channel mix |
|----------|--------|---------------|---------------------|
| 1 | Champion moved to new company | **Warm Re-engage** — Email only, personal | They know you; ads feel impersonal |
| 2 | Fresh funding (<90 days) | **Growth Pain** — Email + LinkedIn organic + LinkedIn ads | Budget unlocked; surround them |
| 3 | Hiring surge in your category | **Problem Acknowledged** — Email + LinkedIn organic | They're spending on the problem already |
| 4 | Exec hired in your function | **New Mandate** — Email + LinkedIn organic + Meta retarget | New leader = new stack eval |
| 5 | ICP match, no signal | **Air Cover** — LinkedIn ads + Meta ads only | Warm them before any direct touch |
| 6 | Engaged with content/ads | **Activated** — Email + LinkedIn DM | They raised their hand |

**Rules:**
- A prospect in track 1 never sees ads from track 5. Dedup across tracks.
- Track 5 (Air Cover) is the holding pen — prospects graduate to a direct track when a signal fires.
- Track 6 is re-entry: any prospect from tracks 1-5 who engages with an ad or content moves here.

### 0b. Budget guardrails

LinkedIn ads are expensive (~$8-15/click). Meta is cheaper but less targeted for B2B. Set budget caps before building:

```
Ask the user:
1. Monthly paid budget across LinkedIn + Meta ads? (default: split 40/60 LinkedIn/Meta)
2. Max daily email volume? (deliverability ceiling — usually 50-100/day for a warmed domain)
3. LinkedIn connection request cap? (LinkedIn limits ~100/week)
4. How many campaign tracks to run simultaneously? (start with 3, not 8)
```

**Recommendation:** Start with tracks 1, 2, and 5. Warm Re-engage and Growth Pain are highest-converting outbound motions. Air Cover runs in the background building familiarity for everyone else.

---

## Step 1 — Audience Building & Segmentation

### 1a. Pull and score the prospect list

Every prospect needs:

| Field | Required | Source |
|-------|----------|--------|
| Name | Yes | Person enrichment |
| LinkedIn URL | Yes | Person enrichment |
| Company domain | Yes | Company enrichment |
| Email (verified) | For email tracks | Email enrichment |
| Signal detected | Yes | Prospecting / champion tracker |
| Signal date | Yes | Signal source |
| ICP score | Yes | Prospect ranking |

### 1b. Route each prospect to a campaign track

Apply the signal → campaign routing map from Step 0a. For each prospect:

1. Check signals in priority order (1 → 6)
2. Assign to the first matching track
3. If multiple signals exist, note the secondary signal — it becomes personalization fodder, not a second campaign

Output: a **routing table** — one row per prospect, showing: name, company, assigned track, primary signal, signal date, channels they'll be touched on.

**Show this table to the user before proceeding.** The routing is the strategy; the copy is execution.

### 1c. Build channel-specific audiences

From the routing table, produce:

- **Email list**: prospects in tracks 1-4, 6 with verified emails — CSV (name, email, company, campaign track, personalization note)
- **LinkedIn organic list**: prospects in tracks 1-4, 6 — list of LinkedIn URLs for connection requests and DMs
- **LinkedIn Ads matched audience**: prospects in tracks 2, 4, 5 — CSV of emails and/or company names for LinkedIn Campaign Manager upload
- **Meta custom audience**: prospects in tracks 4, 5 — CSV of emails for Meta Ads Manager upload

**Overlap is intentional for ads tracks** — a prospect getting cold email AND seeing LinkedIn ads is the point. But the ad creative must feel like a different voice (brand/educational), not a second sales pitch.

---

## Step 2 — Campaign Copy & Creative (per track)

For each active campaign track, produce the full touchpoint kit:

### Direct touches (email + LinkedIn organic)

**Sequence template per track:**

| Day | Channel | Content | Personalization |
|-----|---------|---------|-----------------|
| 0 | LinkedIn | Comment on their recent post (if available) | 1:1 |
| 1 | Email | Signal-based cold email — the hook + the pain | 1:1 |
| 3 | LinkedIn | Connection request — reference the signal, no pitch | 1:1 |
| 5 | Email | Proof point — case study or metric relevant to their signal | Merge-field |
| 8 | LinkedIn DM | (only if connected) Value-add question or resource | 1:1 |
| 12 | Email | Different angle — a peer's version of the pain | Merge-field |
| 18 | Email | Break-up — one line, leave the door open | Merge-field |

Adjust cadence by track:
- **Warm Re-engage (track 1)**: faster cadence (days 0, 1, 3, 5 only), warmer tone, skip the proof point — they already know you
- **Air Cover (track 5)**: no direct touches — ads only until a signal fires or they engage
- **Activated (track 6)**: fastest cadence, most direct ask — they already engaged

### Paid ad creative (LinkedIn + Meta)

Ads build familiarity and credibility *before* and *alongside* the direct touches.

**LinkedIn Ads (for tracks 2, 4, 5):**

Produce 3 ad variants per track:

1. **Social proof ad** — a customer quote or metric relevant to the signal
2. **Educational ad** — a short insight or framework related to the pain (NOT a product pitch)
3. **Case study ad** — a named customer story, ideally in their industry or at their stage

**Budget note:** LinkedIn matched audiences under 1,000 contacts have limited reach. If a track has <300 prospects, merge its ad audience with another track or skip LinkedIn ads for it.

**Meta Ads (for tracks 4, 5):**

Produce 2 ad variants:

1. **Brand awareness** — who you are, what you do, in one scroll-stopping visual
2. **Retarget** — for prospects who visited your site from any channel; show the proof point

### Creative specs

For each ad variant, provide:
- Headline (40 chars for LinkedIn, 27 for Meta primary)
- Body copy (150 words max for LinkedIn, 125 for Meta)
- CTA button text
- Suggested image concept
- Landing page URL

---

## Step 3 — Launch Checklist

Walk through before launch:

### Email
- [ ] Sending domain warmed up? (if new, need 2-3 weeks of warmup)
- [ ] Email verification run (<3% bounce rate)
- [ ] Sequence loaded into email tool
- [ ] Daily send volume within deliverability limits
- [ ] Unsubscribe link present

### LinkedIn organic
- [ ] Connection request volume within weekly limits (~100/week)
- [ ] Profile optimized for the ICP
- [ ] Post commenting plan in place

### LinkedIn Ads
- [ ] Matched audience uploaded (>300 contacts minimum)
- [ ] Daily budget set ($30-50/day recommended start)
- [ ] Conversion tracking pixel installed
- [ ] Frequency cap set (max 4 impressions/person/week)

### Meta Ads
- [ ] Custom audience uploaded
- [ ] Meta pixel installed
- [ ] Retargeting audience created (30-day window)
- [ ] Daily budget set ($20-30/day recommended start)

### Cross-channel
- [ ] Dedup confirmed across tracks
- [ ] Suppression list applied (customers, active deals, hard-no replies)
- [ ] Signal refresh schedule set (weekly re-run)

---

## Step 4 — Measurement & Iteration

### Weekly review

| Metric | Source | Action threshold |
|--------|--------|-----------------|
| Email reply rate | Email tool | <2% after 100 sends — rewrite hook or re-segment |
| LinkedIn accept rate | LinkedIn | <25% — rewrite connection note |
| LinkedIn ad CTR | Campaign Manager | <0.4% — swap creative |
| Meta ad CTR | Ads Manager | <0.8% — swap creative |
| Cost per click (LinkedIn) | Campaign Manager | >$12 — narrow audience or pause |
| Signal → meeting conversion | CRM | Track which signal type converts best |
| Track graduation rate | Internal | Air Cover → direct track — signals are working |

### Iteration rules

1. Don't optimize copy until you've validated the signal routing. If one track converts but another doesn't, the problem is likely the signal, not the email.
2. Swap ads every 2 weeks — creative fatigue is real in small audiences.
3. Re-pull signals monthly. A quiet prospect today may have a signal next month.
4. Kill tracks that don't convert after 4 weeks and 200+ prospects. Redirect budget.

---

## Output Artifacts

1. **Signal → Campaign Routing Map** — the strategy doc
2. **Routing Table** — every prospect, their track, signal, and channels
3. **Audience CSVs** — one per channel
4. **Copy Kit** — all sequences and ad copy organized by track
5. **Launch Checklist** — pre-flight, checked off together
6. **Measurement Dashboard Spec** — what to track and when to act