campaign-orchestration

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]

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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?

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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..."

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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..."

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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

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LinkedIn

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

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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%

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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%

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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%	10-1

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