# Campaign Strategy Builder

**Skill:** `/campaign-strategy`
**Type:** Claude Code slash command (interactive)
**Channels:** Email, LinkedIn (multi-channel)

---

## What It Does

Builds a complete outbound campaign strategy from manual input. Unlike `/write-copy` which generates sequences for an existing customer profile, this skill starts from scratch — you feed it company information, value proposition, triggers, past messages, and requirements, and it produces a full strategy document with executive summary, sequence matrix, complete copy for all channels, personalization variables, A/B testing recommendations, and implementation notes.

Used when onboarding a new customer, pivoting an existing campaign, or building a strategy for a prospect pitch.

---

## How It Works

```
Manual Input (company info, UVP, triggers, past messages)
        |
        v
+---------------------------------+
|  Analyze Past Messaging          |
|  What worked, what didn't, why   |
+--------------+------------------+
               |
               v
+---------------------------------+
|  Map Triggers to Pain Points     |
|  and Target Personas             |
+--------------+------------------+
               |
               v
+---------------------------------+
|  Build Segment Matrix            |
|  (persona x pain point x channel)|
+--------------+------------------+
               |
               v
+---------------------------------+
|  Generate Full Campaign Copy     |
|  LinkedIn + Email per segment    |
+--------------+------------------+
               |
               v
+---------------------------------+
|  Add A/B Tests, Timing,          |
|  Implementation Notes            |
+--------------+------------------+
               |
               v
      Complete Strategy Document
```

---

## Input Template

The skill accepts structured manual input. Paste or provide the following:

```markdown
## Company Information
- **Company name:**
- **Website:**
- **Industry:**
- **What they sell:** (one paragraph)
- **Company size:** (employees, revenue range if known)

## Unique Value Proposition
- **Core UVP:** (what makes them different)
- **Proof points:** (case studies, metrics, awards)
- **Pricing model:** (if relevant to messaging)

## Target Audience
- **ICP titles:** (e.g., VP Sales, CRO, Head of RevOps)
- **ICP company size:** (employee range)
- **ICP industries:** (target verticals)
- **ICP geography:** (regions/countries)

## Triggers / Buying Signals
- (e.g., recent funding, hiring surge, tool migration, new leadership)
- (e.g., compliance deadline, seasonal budget cycle)

## Past Messaging (if any)
- **What was sent before:** (paste examples or describe)
- **What worked:** (any replies, meetings booked)
- **What failed:** (low open rates, unsubscribes, negative replies)

## Senders
- **Who sends LinkedIn messages:** (name, title)
- **Who sends emails:** (name, title)
- **Sender context:** (any relevant background — shared industry experience, etc.)

## Requirements
- **Channels:** email, linkedin, or both
- **Number of segments:** (how many pain-point segments)
- **Sequence length:** (e.g., 2 emails + 2 LinkedIn messages per segment)
- **Any constraints:** (compliance, tone, words to avoid, etc.)
```

---

## What It Produces

The output is a comprehensive strategy document with the following sections:

### 1. Executive Summary
- Campaign objective and approach
- Number of segments, channels, and total touchpoints
- Key messaging themes and differentiators
- Estimated timeline to launch

### 2. Past Messaging Analysis (if provided)
- What went wrong and why
- Patterns in failed messaging (too long, too generic, wrong angle, premature pitch)
- Specific recommendations for improvement

### 3. Segment Matrix

| Segment | Pain Point | Target Persona | Trigger | Channel | Sender |
|---------|-----------|----------------|---------|---------|--------|
| Economic Buyers | Budget constraints | CFO, VP Finance | Hiring freeze | LinkedIn + Email | CEO |
| Technical Buyers | Tool fragmentation | CTO, VP Eng | Tech migration | LinkedIn + Email | CTO |

### 4. Full Campaign Copy

For each segment, complete copy for all channels:

**LinkedIn:**
- Connection Request (blank or short)
- M1 — Personalization + question
- M2 — Proof + soft CTA

**Email:**
- Subject line (3-5 words, lowercase)
- E1 — Problem-first, one CTA
- E2 — Social proof or investment framing

### 5. Personalization Variables

| Variable | Source | Example |
|----------|--------|---------|
| `{{first_name}}` | CRM field | Jane |
| `{{company}}` | CRM field | Acme Corp |
| `{{custom_line}}` | Manual research | Saw your talk at SaaStr on scaling RevOps |
| `{{PERSONALIZATION}}` | Research block | 2-3 sentences of prospect-specific context |

### 6. A/B Testing Recommendations
- Which elements to test first (subject lines, opening hooks, CTAs)
- Suggested variants with rationale
- Minimum sample sizes and duration

### 7. Implementation Notes
- Recommended sending tool (SmartLead, HeyReach, etc.)
- Daily send limits and warm-up schedule
- Multi-channel coordination (LinkedIn first, email follow-up)
- Timing between steps
- Domain and inbox requirements

---

## Copy Principles

These rules are enforced across all generated copy:

| Rule | Email | LinkedIn |
|------|-------|----------|
| Word limit | Under 120 words | Under 300 characters (connection), short messages |
| Subject lines | 3-5 words, lowercase, no caps/emojis | N/A |
| Opening | Problem-first, never product-first | Personalization-first |
| CTA | One per message, soft ask | Question or "worth a look?" |
| Connection request | N/A | Blank or under 300 chars, never pitch |
| Follow-up threading | Reference previous email naturally | Reference previous message |
| Personalization | `{{custom_line}}` in opener or P.S. | `{{custom_line}}` in M1 opener |
| Proof points | Case study or metric in E2, never E1 | Brief math/metric in M2 |

---

## Output Format

```markdown
# Campaign Strategy: [Company Name]

## Executive Summary
[2-3 paragraphs covering approach, segments, channels, timeline]

## Past Messaging Analysis
[What was wrong, why, specific fixes]

## Segment Matrix
[Table mapping segments to personas, triggers, channels]

## Campaign Copy

### Segment 1: [Name]

#### LinkedIn — Sender: [Name, Title]

**Connection Request:**
BLANK

**M1 (Day 1 after accept):**
[Copy with placeholders]

**M2 (Day 3-5):**
[Copy with placeholders]

#### Email — Sender: [Name, Title]

**Subject:** [3-5 words, lowercase]

**E1 (Day 2 after LinkedIn):**
[Copy with placeholders]

**E2 (Day 5-7):**
[Copy with placeholders]

---

### Segment 2: [Name]
[Same structure repeated]

---

## Personalization Variables
[Table of variables, sources, examples]

## A/B Testing Recommendations
[Prioritized test ideas with variants]

## Implementation Notes
[Sending tool, limits, warm-up, timing, infrastructure]
```

---

## Key Design Decisions

- **Manual input, not profile-dependent.** This skill is designed for new customers or prospects where no profile exists yet. It ingests raw information and structures it into a campaign.
- **Past messaging analysis comes first.** If the customer has tried outbound before, understanding what failed is the foundation for the new strategy. The skill explicitly diagnoses problems before generating new copy.
- **Multi-channel by default.** Every segment gets both LinkedIn and Email copy because multi-channel outreach consistently outperforms single-channel.
- **Trigger-to-pain mapping is the core framework.** Buying signals are mapped to specific pain points and personas, which determines the messaging angle for each segment. This prevents generic "spray and pray" copy.