Multi-Touch Campaign Builder

Purpose

This skill helps you create and execute personalized multi-channel campaigns based on intelligence gathering. Different triggers (job postings, RFP signals, competitive vulnerabilities) require different campaign strategies, timing, and messaging.

When to Use This Skill

User has identified qualified leads from intelligence gathering
Planning systematic outreach sequences
Optimizing engagement strategies across channels
Executing coordinated multi-touch campaigns

Campaign Types by Trigger

Type A: Job Posting Discovery Campaign

Trigger: Transportation manager job posting found Duration: 90 days Total Touches: 8-10 Urgency Level: Medium (long sales cycle)

Sequence

| Day | Channel | Action | Goal | |-----|---------|--------|------| | 1 | LinkedIn | Profile view (no message) | Awareness | | 3 | LinkedIn | Connection request (no pitch) | Access | | 7 | Email | Headcount replacement angle | Meeting | | 14 | LinkedIn | Share industry insight | Credibility | | 21 | Email | Market intelligence report | Value | | 35 | Phone | Direct call attempt | Conversation | | 45 | Email | Customer success case study | Proof | | 60 | LinkedIn | New hire welcome message | Relationship | | 75 | Email | Free RFP facilitation offer | Trial | | 90 | Email | Break-up email | Last chance |

Day 7 Email Template

Subject: Hiring a Transportation Manager? Consider this first.

Hi [Name],

Noticed [Company] posted for a Transportation Manager. Before committing $140K+:

Option A: New hire (all-in): $140,000/year
Option B: CabotageTMS + managed brokerage: $25,000/year
Net difference: $115,000 Year 1

Plus with Option B:
✓ 24/7 team (not limited to business hours)
✓ 10,000+ carrier network (vs. building from scratch)
✓ Zero turnover risk
✓ Immediate start (no 90-day ramp)

Free offer: Let us facilitate your next RFP. Zero obligation.

15 minutes to discuss? [Calendar Link]

Day 60 Email Template (To New Hire)

Subject: Free RFP facilitation for your first 90 days

Hi [Name],

Congratulations on your new role at [Company]!

Your first 90 days will define your success. We've helped 15+ new logistics managers achieve 15% savings in their first 120 days.

We provide (no cost):
✓ Custom RFP template (saves 8-10 hours)
✓ Pre-qualified carrier network
✓ Bid analysis platform
✓ Data-driven recommendations

No obligation. No contracts. Just tools for your success.

Quick intro call? [Calendar Link]

Type B: RFP Signal Campaign

Trigger: Multiple RFP indicators detected Duration: 30 days (high urgency) Total Touches: 6-8 Urgency Level: High (short decision window)

Sequence

| Day | Channel | Action | Goal | |-----|---------|--------|------| | 1 | Email | Capability statement | Awareness | | 3 | LinkedIn | Connection + reference signal | Credibility | | 7 | Phone | Direct approach | Meeting | | 10 | Email | Customer success story | Proof | | 14 | LinkedIn | Conference meeting request | Face time | | 21 | Email | Market rates comparison | Value | | 28 | Email | Limited time offer | Urgency | | 30 | Phone | Final attempt | Last touch |

Day 1 Email Template

Subject: Request to participate in [Company] upcoming RFP

Hi [Name],

Based on [Specific Signal: new facility/conference attendance/hiring], anticipating [Company] may be evaluating transportation providers soon.

Quick credentials:
- MC #[NUMBER] | SmartWay Certified
- $50M+ annual revenue managed
- 97% on-time performance
- 10,000+ carrier network

Request: Add us to your approved vendor list before RFP release.

Attached: Capability statement, insurance, W-9, references

Can we schedule 15 minutes this week?

Day 21 Email Template

Subject: [Industry] market rates for [Their Region] - Benchmark data

Hi [Name],

Wanted to share current market intelligence for your RFP:

[Specific Lane/Region] Rates (Current):
- Dry van FTL: $[X]/mile (market average)
- Our pricing: $[Y]/mile (12% below market)
- On-time: 97% (industry avg: 92%)

If evaluating providers, worth a comparison.

Full market analysis attached. 15-minute call to discuss?

Type C: Competitive Displacement Campaign

Trigger: Competitor vulnerability detected Duration: 60 days (medium urgency) Total Touches: 7-9 Urgency Level: Medium (requires nurture)

Sequence

| Day | Channel | Action | Goal | |-----|---------|--------|------| | 1 | LinkedIn | Engage with their complaint | Empathy | | 3 | Email | Acknowledge pain point | Understanding | | 10 | Email | Similar customer success | Hope | | 17 | LinkedIn | Share relevant article | Value | | 24 | Email | Free lane analysis offer | Engagement | | 35 | Phone | Trial proposal | Commitment | | 45 | Email | ROI calculator | Logic | | 52 | Email | 30-day trial offer | Action | | 60 | Email | Final incentive | Urgency |

Day 3 Email Template

Subject: Re: [Their LinkedIn Post about Service Issues]

Hi [Name],

Saw your post about delays with [Competitor]. Frustrating - especially when it impacts your customers.

We've helped 8 companies transition from [Competitor] in the past year. Common themes:
- Same service issues you mentioned
- Feeling like small account despite size
- Difficulty getting responsive service

No pitch today - happy to share what others did to solve this if helpful.

Coffee/call? 15 minutes.

Day 52 Email Template

Subject: 30-day trial - Your 3 worst lanes, zero risk

Hi [Name],

Simple proposal: Give us your 3 worst-performing lanes for 30 days.

No contract. If we don't beat [Competitor], no obligation.

Our average trial results vs. incumbent:
- 18% cost reduction
- 95%+ on-time (industry avg: 92%)
- 50% fewer check calls
- Real-time visibility

Worst case: 30 days of great service + market data
Best case: Permanent solution

Test on [Specific Lane They Mentioned]?

Message Personalization Framework

Level 1: Basic Personalization

Minimum Required:

{{First Name}}
{{Company Name}}
{{Industry}}
{{City/Region}}

When to Use: Initial cold outreach, low-priority leads

Example: "Hi John, noticed ABC Logistics in Chicago..."

Level 2: Intelligence-Based Personalization

Data Points:

Specific job posting mentioned
Conference they're attending
Recent company news/expansion
LinkedIn post referenced
Competitor mentioned by name

When to Use: Qualified leads, triggered campaigns

Example: "Hi John, saw ABC Logistics posted for a Transportation Manager last week. Also noticed you're attending CSCMP in October..."

Level 3: Deep Personalization

Data Points:

Exact pain point from social media
Specific competitor failure mentioned
Particular lane/route discussed
Industry-specific challenge referenced
Mutual connection mentioned

When to Use: High-value targets, final push efforts

Example: "Hi John, read your post about late deliveries to your Phoenix facility from [Competitor]. We've helped 3 other food manufacturers solve this exact issue on the Chicago-Phoenix lane..."

Channel Selection Rules

Email

Best For:

Detailed value propositions
Case studies and data
Formal proposals
Attachments (capability statements, insurance)
Calendar links

Pros:

Permanent record
Can include rich content
Easy to forward internally
Trackable (opens, clicks)

Cons:

Easy to ignore
Gets buried in inbox
Low urgency perception

Best Practices:

Subject lines <50 characters
Body text <150 words
Single clear CTA
Mobile-friendly formatting

Best For:

Initial connections
Casual check-ins
Content sharing
Social proof (mutual connections)
Warm introductions

Pros:

Less formal than email
Higher visibility (notifications)
Profile provides context
Easy to research sender

Cons:

Message length limited
Not suitable for formal proposals
Can seem too casual

Best Practices:

Connection requests: No pitch (acceptance rate 2x higher)
Messages: Conversational tone
Reference mutual connections
Share relevant content

Phone

Best For:

Creating urgency
Handling objections in real-time
Building rapport quickly
Trial closes
Complex conversations

Pros:

Immediate feedback
Builds relationship faster
Harder to ignore
Can pivot in real-time

Cons:

Time-intensive
Easy to screen
No written record
Can feel intrusive

Best Practices:

Reference previous email/LinkedIn message
Have specific reason to call
Respect time (ask for 5 minutes, not 15)
Follow up with email summary

A/B Testing Framework

Subject Line Tests

Test A: Question format

"Hiring a Transportation Manager?"

Test B: Statement format

"Save $115K on logistics management"

Test C: Personalized observation

"Saw [Company's] Transportation Manager posting"

Winner Criteria: Open rate >35%

Opening Line Tests

Test A: Direct observation

"I noticed [Company] posted for a Transportation Manager last week."

Test B: Value-first

"Companies like yours save $115K by outsourcing instead of hiring."

Test C: Social proof

"We've helped 12 companies in [Industry] reduce freight costs 18%."

Winner Criteria: Reply rate >8%

CTA Tests

Test A: Question format

"Worth a 15-minute call?"

Test B: Direct calendar link

"Book 15 minutes here: [calendar link]"

Test C: Low commitment

"Can I send you a quick case study?"

Winner Criteria: Response rate >10%

Tracking Metrics

Engagement Metrics (Leading Indicators)

| Metric | Target | Good | Needs Work | |--------|--------|------|------------| | Email open rate | 35-40% | 25-35% | <25% | | Email reply rate | 8-12% | 5-8% | <5% | | LinkedIn acceptance | 40-45% | 30-40% | <30% | | Phone connection rate | 15-20% | 10-15% | <10% |

Progression Metrics (Conversion Funnel)

| Stage | Conversion Rate | Volume (Monthly) | |-------|----------------|------------------| | Lead → Meeting | 15-20% | 75 leads → 15 meetings | | Meeting → Opportunity | 40-50% | 15 meetings → 7 opps | | Opportunity → RFP | 60-70% | 7 opps → 5 RFPs | | RFP → Win | 20-25% | 5 RFPs → 1 win |

Overall Lead → Win: ~3-4%

Time Metrics

First response time: <24 hours
Meeting scheduled within: 7-10 days
Campaign duration avg: 45-60 days
Sales cycle length: 90-120 days

Automation Setup

CRM Tags (Must-Have)

Create these tags for campaign triggering:

job_posting_lead → Triggers Type A Campaign
rfp_signal_hot → Triggers Type B Campaign
competitor_vulnerable → Triggers Type C Campaign
conference_attendee → Modified Type B Campaign
new_hire_identified → Day 60 message in Type A

Automation Rules

Rule 1: If tag = "job_posting_lead"

Action: Start Type A Campaign
Wait: Send Day 1 message immediately
Sequence: Follow 90-day schedule

Rule 2: If tag = "rfp_signal_hot"

Action: Start Type B Campaign
Priority: High (fast-track)
Sequence: Follow 30-day schedule

Rule 3: If tag = "competitor_vulnerable"

Action: Start Type C Campaign
Priority: Medium
Sequence: Follow 60-day schedule

Follow-Up Rules

No Response After 3 Touches:

Action: Pause campaign for 14 days
Then: Resume with break-up email
If still no response: Move to quarterly nurture

Opened But No Reply:

Action: Increase touch frequency
Method: Add LinkedIn touches between emails
Goal: Stay top-of-mind without being annoying

Any Reply Received:

Action: Stop automated campaign immediately
Switch: Move to manual, personalized follow-up
Update: Change status to "active conversation"

Tool Recommendations

Email Automation:

HubSpot (free for basics)
Mailchimp (for sequences)
Apollo.io ($79/month - includes email + data)

LinkedIn Automation:

Phantombuster ($30/month)
Dripify ($39/month)
LinkedIn Sales Navigator ($135/month - manual but powerful)

CRM:

HubSpot (free tier works great)
Pipedrive ($15/month)
Folk ($20/month)

Integration with Other Skills

Source leads from Job Posting Intelligence → Feed into Type A
Source leads from RFP Early Detection → Feed into Type B
Source leads from Competitive Displacement → Feed into Type C
Coordinate timing with Master Intelligence Orchestration

Pro Tips

Start Automation Simple: Manual first, automate what works
Personalize Early Touches: First 2-3 messages should be 100% custom
Test Everything: A/B test constantly, even small changes matter
Track Religiously: If you can't measure it, you can't improve it
Respect Unsubscribes: One person's "not interested" = 100% accurate signal
Multi-Channel Wins: Email + LinkedIn + Phone = 3x response vs. email alone
Timing Matters: Tuesday-Thursday, 8-10am or 3-5pm = best response times

campaign-orchestration

Multi-Touch Campaign Builder

Purpose

When to Use This Skill

Campaign Types by Trigger

Type A: Job Posting Discovery Campaign

Sequence

Day 7 Email Template

Day 60 Email Template (To New Hire)

Type B: RFP Signal Campaign

Sequence

Day 1 Email Template

Day 21 Email Template

Type C: Competitive Displacement Campaign

Sequence

Day 3 Email Template

Day 52 Email Template

Message Personalization Framework

Level 1: Basic Personalization

Level 2: Intelligence-Based Personalization

Level 3: Deep Personalization

Channel Selection Rules

Email

LinkedIn

Phone

A/B Testing Framework

Subject Line Tests

Opening Line Tests

CTA Tests

Tracking Metrics

Engagement Metrics (Leading Indicators)

Progression Metrics (Conversion Funnel)

Time Metrics

Automation Setup

CRM Tags (Must-Have)

Automation Rules

Follow-Up Rules

Tool Recommendations

Integration with Other Skills

Pro Tips