Build a multi-touch campaign

A campaign is a sequence of touches sent to enrolled prospects over time, where each message is drafted individually rather than merged from a template.

Designing the sequence

Decide three things: how many touches, how far apart, and what each one is for.

The common failure is the follow-up that exists only to follow up — "just checking in", "wanted to bump this". Those train people to ignore you. Every touch should carry something: a different angle, a relevant piece of information, a clearer ask.

Steps

1. Open Campaigns and create one.
2. Define the touches. Three to five is usually right.
3. Set the spacing. Days, not hours.
4. Write the intent of each touch — what it is trying to achieve, not the literal words. Agents draft the words per prospect.
5. Activate.

You're done when the campaign is active and the first drafts appear in Tasks.

Built in, not bolted on

Suppression, unsubscribe handling, and exit-on-reply are enforced by the platform. A prospect who replies stops receiving the sequence automatically — you do not have to remember to remove them, and you cannot forget.

Gotchas

• Activating starts drafting, not sending. Every touch waits for approval.
• A campaign with a vague audience produces vague copy. The research a message is built on comes from the prospect record; thin records make generic messages.