fivos-campaign-strategist

Fivos Campaign Strategist

Takes the signed-off ICP and produces a campaign plan: which plays per tier, which signals to trigger on, what the sequence looks like, and expected volume.

Inputs

• ICP doc from fivos-icp-segmentation (required).
• Channel constraints:
  • Inbox count available for this client (email sending capacity).
  • LinkedIn seats + warm / cold counts.
  • Monthly budget ceiling.
  • Timeline (kickoff date, when results need to show).
• Client brand voice doc (optional but strongly recommended).

Outputs

A Campaign Plan doc containing:

1. Play mix per tier.
2. Signal-trigger list (which signals fire which play).
3. Sequence shape per play (touches + cadence + channels).
4. Weekly volume math (inboxes x daily send x reply rate).
5. Routing rules (which contacts go to which sequencer).

Play catalogue

The engineer picks from this menu. Don't invent new plays - if a client's situation doesn't match one of these, flag it and escalate before running.

Play	When it fits	Channels	Personalisation depth
Static list email	Stable ICP, high volume needed, mid-quality personalisation acceptable	Email	Medium (template + 1-2 insert fields)
Triggered outbound	Strong signal library, ICP where timing matters (funding, hiring)	Email + LI	High (signal-specific)
Account-based multi-thread	Enterprise Bullseye, 5+ contacts per account	Email + LI + sometimes phone	Very high
LI-only warm	Small TAM, founder-led sales, email-sensitive ICPs	LinkedIn	High
Warm intro request	<200 Bullseye accounts, strong investor / advisor network	Intro ask → Email	Very high
Event-triggered	Conference list, product launch list	Email + LI	Medium-high (event hook)

Signal-to-play mapping

Signal	Recommended play	Why
New funding round (<90 days)	Triggered outbound	Budget unlock moment
Target-role hiring	Triggered outbound	Champion-in-seat signal
Competitor churn / layoffs	Triggered outbound	Replacement opportunity
Headcount growth >15% QoQ	Static list + sequence	Scaling pain signal
Tech stack addition	Triggered outbound	Integration / adjacent-product hook
Product launch	Event-triggered	Limited news window
No strong signal, just good ICP fit	Static list	Volume play

Sequence shape defaults

Three standard shapes. Pick one per play; modify only with documented reasoning.

Shape A - Email high-volume (static list)

• T+0: Email 1 (pattern interrupt + value prop)
• T+3: Email 2 (signal / social proof)
• T+7: Email 3 (specific ask or breakup)
• Total: 3 touches, 7 days. Reply rate target: 2-4%.

Shape B - Multi-channel triggered

• T+0: LI connection request (no note or short note depending on persona)
• T+2: Email 1 (signal-specific hook)
• T+4: LI follow-up message (if connected)
• T+7: Email 2 (reinforcement + social proof)
• T+12: Email 3 (breakup)
• Total: 5 touches, 12 days. Reply rate target: 6-12%.

Shape C - Account-based (Bullseye enterprise)

• T+0: Email 1 to primary contact
• T+2: LI connection request to 2-3 contacts at same account
• T+5: Email 2 to primary (new angle) + Email 1 to secondary contact
• T+10: LI message to any connected secondary contacts
• T+14: Email 3 to primary (breakup)
• Total: 6-8 touches across 2-4 contacts, 14 days. Reply rate target: 10-15%.

Volume math

Always compute and show:

weekly_sends = (inbox_count x daily_send_limit x 5 working_days)
monthly_sends = weekly_sends x 4
monthly_replies = monthly_sends x target_reply_rate
monthly_meetings = monthly_replies x positive_reply_rate x meeting_rate

Standard rates for first-pass projection:

• Reply rate: 3% (static) / 8% (triggered) / 12% (ABM)
• Positive reply rate of all replies: 25-35%
• Positive-reply-to-meeting rate: 50-70%

If monthly_meetings < client's committed number, escalate before launching - either more inboxes, broader ICP, or reduced commitment.

Routing rules

Decide before sourcing runs:

• Which tier goes to which sequencer? Instantly for high-volume static, Smartlead for cold-warmup-in-one, Lemlist for multi-step creative, HeyReach for LI-primary plays.
• Which inbox cluster serves which geo? Match sending hours to recipient timezone.
• Do contacts ever flow between sequencers? Usually no - pick one per tier and stick with it.

Approval gate

Present the plan to the engineer's manager before sourcing runs. Get sign-off on:

• Play mix per tier.
• Signal triggers (each paid signal increases spend).
• Total monthly volume (and resulting compute + inbox cost).
• Target reply / meeting numbers (so everyone's aligned on what "working" means).

Output template

# Campaign Plan - <Client>

**Date:** <YYYY-MM-DD>
**Timeline:** <kickoff> → <first-results-review>
**ICP doc:** <link>

## Play mix
- Bullseye / Vertical A: Shape B (triggered multi-channel), trigger = funding
- Bullseye / Vertical B: Shape C (ABM), 3 contacts/account
- Expansion / EMEA: Shape A (static), hold for Q3
- ...

## Signal triggers
- funding_last_90d → Shape B
- hiring_<target-role> → Shape B
- no-signal → Shape A

## Volume math
- Inboxes: X, daily limit Y → <N> sends/week, <M> replies/month, <K> meetings/month

## Routing
- Bullseye → Smartlead (<domain-cluster>)
- Expansion → Instantly (<domain-cluster>)
- LI-only Bullseye → HeyReach

## Approvals
- [ ] Manager sign-off on play mix
- [ ] Manager sign-off on volume + cost
- [ ] Client sign-off (if required)

Handoff

Once approved:

1. fivos-account-sourcing runs the ICP filters.
2. fivos-account-enrichment adds signal columns (especially for triggered plays).
3. fivos-contact-sourcing finds contacts per the routing rules (contacts-per-account from the play shape).
4. fivos-contact-enrichment waterfalls email/phone.
5. fivos-lead-scoring applies tier + signal weights.
6. fivos-copywriter writes per sequence shape.
7. fivos-campaign-launcher pushes to the right sequencer.

References

• ~/.agents/skills/gtm-meta-skill/writing-outreach.md - play rationale and examples.
• ~/.agents/skills/gtm-meta-skill/prompts.json - sequence prompt templates.