Campaign Setup
What We Need to Build a High-Performing Outbound Campaign
Great outbound doesn’t start with a script; it starts with understanding your best customers. This page explains what we’ll cover together before launch, so every campaign is grounded in your real-world wins—not guesses.
Before We Launch: What We’ll Ask You
To make the most of our strategy and setup calls, we’ll ask you to come prepared with insight into your current customers, what they care about, and why they choose you. The more specific you can be, the better we can target and position your outbound.
Your Best Customers
We’ll start by mapping your ideal customer profile (ICP) based on real accounts, not theory. It helps if you can share:
- Examples of your best current customers (by name or anonymised).
- Which industries, company sizes, and roles you want to focus on.
- Any segments or types of accounts you explicitly want to avoid.
Their Needs, Pains, and Triggers
Strong outbound speaks directly to real problems. We’ll ask questions like:
- What problems or bottlenecks do your best customers usually come to you with?
- What is at stake for them if they don’t solve those problems (time, revenue, risk, growth)?
- What usually triggers them to start looking for a solution like yours?
Your Value Proposition & Differentiators
Our job is to translate your strengths into simple, clear outbound messages. To do that, we need to understand:
- Why your best customers picked you over alternatives or competitors.
- What results or outcomes you’ve delivered that they value most.
- Any proof you can share (case studies, metrics, testimonials, stories).
What “Qualified” Means to You
Every business defines a qualified lead differently. During campaign setup we’ll work with you to define:
- Which job titles, seniority levels, and departments matter most.
- Minimum fit criteria (industry, revenue, headcount, tech stack, geography).
- Any red flags that mean a lead is not a good use of your sales team’s time.
Messaging, Tone, and Boundaries
Outbound should sound like your brand, not a random SDR. We’ll ask you to share:
- How you describe what you do in your own words (website, decks, emails).
- Any phrases, claims, or angles we should avoid.
- Your preferred tone of voice (formal, conversational, playful, etc.).
Assets and Access We’ll Request
To speed up setup and keep campaigns aligned with your wider sales and marketing, we may ask for:
- Existing decks, case studies, one-pagers, or landing pages.
- Logos, brand guidelines, and any product screenshots if relevant.
- Access to or exports from your CRM or past campaign data (where helpful).
What You Can Expect From Us
In return, you’ll get a structured campaign plan: targeting, messaging angles, sample copy, and a clear definition of what we will and won’t do on your behalf. We’ll walk you through this before anything goes live so you’re confident in how your brand shows up in market.