Campaign Type — Social Selling

A campaign triggered by a social intent signal: the prospect did something observable that suggests interest. The signal is the warm hook — but how you reference it makes or breaks the campaign.

Use this playbook when the user's campaign starts from one of these signals.

Supported intents

Intent	Trigger
Post engagers	Liked / commented / reposted a relevant LinkedIn post
Webinar participants	Registered for or attended a webinar
Content downloaders	Downloaded a guide, ebook or template
Event attendees	Attended a physical or virtual event
Profile viewers	Viewed the sender's LinkedIn profile

The golden rule — anti-creepy

Reference the theme or content the signal points to — never the individual action. Mentioning that you saw someone like, click, register or visit reads as surveillance and kills trust instantly.

Intent	❌ Never	✅ Instead
Post engagers	"Saw you engaged with [post]"	"[Topic] is a real tension at [stage] right now"
Webinar	"Saw you registered for our webinar"	"[Webinar topic] surfaces a specific tension for [persona]"
Content downloaders	"Saw you downloaded our [content]"	"[Content topic] is one of those areas where [observation]"
Event attendees	"Saw you were at [event]"	"[Event theme] tends to surface [tension] right after these conversations"
Profile viewers	"Saw you visited my profile"	Don't mention it — treat as cold, just with a bit more confidence

The signal tells you what to talk about. It is never something you talk about.

Channel mix & cadence

Mix	Sequence	Cadence
LinkedIn-only	invite + 2 DMs	J0 / J+5 / J+12
Multichannel (recommended)	3 LinkedIn + 2 emails, alternating	J0 / J+4 / J+7 / J+10 / J+14
Email-only	3 emails	J0 / J+4 / J+8

Sequence shape

• Touch 1 — open on the theme the signal points to (anti-creepy). Tension- or topic-based hook.
• Middle touches — deepen, then shift. Each touch a fresh angle (see angle-framework.md).
• Last touch — soft breakup with a conditional resource offer.

The signal makes this a warm campaign — target the warm benchmarks in quality-check.md (30–50% reply).