A campaign is one kind of company, one angle and one ask. Keeping each campaign that narrow is what lets the AI team find the right companies and write a message that feels relevant to them. You can run up to three campaigns at a time.
The four purposes
Every campaign starts with what it is for. In the campaign editor this is the What is it for? choice.
| Purpose | Use it to |
|---|---|
| Win new customers | Sell to companies that could buy from you directly. |
| Find partners who resell or refer | Recruit distributors, resellers, agents or referral partners who sell on your behalf. |
| Sell more to existing customers | Offer more of your range to customers you already have. |
| Win back past customers | Get back in touch with customers who stopped buying. |
The first two purposes use public company research. The last two depend on a relationship that public listings cannot prove, so research does not look for companies for them. The app shows Different lead source needed on such a campaign. The same applies to campaigns aimed at individual consumers: company research cannot verify individual buyers.
What each field does
- Campaign name. A short name you will recognise in lists and reports.
- Who is it for? The kind of company, in a sentence, for example “Food distributors supplying hotels and restaurants in East Malaysia”.
- Why would they care? This is the angle: the one problem your offer solves for them.
- What should they do next? The single ask at the end of every email.
- What counts as success? How you will judge the campaign after a few weeks.
- What must we never say? Promises or claims to keep out of every message.
- Where. The countries to search, added with + Add a country.
Writing a good angle
The AI proposes an angle from your checked facts and approved statements, and you can edit it. A good angle is a specific operational problem the buyer already has, not a general benefit.
High-quality products at competitive prices.
A second frozen-food supplier with halal-certified lines, for distributors whose current supplier runs short in peak season.
Price is usually the weakest angle. It invites comparison before the buyer knows whether you are relevant.
Writing the ask
There is no fixed list. Choose the smallest next step a busy person could say yes to: “May I send our catalogue?”, “Who handles new supplier applications?” or “Would a short call next week be useful?” Offers like these are not treated as claims, so they do not need to be approved statements.
Suggested campaigns
After you check your facts, the app suggests three to six campaigns, ordered by expected value. Each is sized with a count of matching listings, shown as listings before qualification. If a suggestion has fewer than 200, it is marked Check first: because it may run out of companies quickly.
- In setup step 4, Pick your first campaigns, read each suggestion’s audience, angle and ask.
- Pick up to three. Starting with one or two is usually better.
- Optionally list anyone you should never contact.
- Later, use Suggest campaigns on the Campaigns page for new ideas.
Running, pausing and setting aside
Only running campaigns count towards the limit of three. Pause campaign stops sending for that campaign until you select Resume campaign. A suggestion you do not want can be moved to Set aside with Not interested; it keeps its leads and history, and Back to suggestions brings it back.
Changing who a campaign targets rebuilds its search plan on the next research run. Drafts already written are flagged for a recheck, and their 24-hour review starts again. A company that fits two campaigns is reserved for one of them for 90 days, so it does not receive two pitches.
Need help with something not covered here? Email wilson@communication21.com or use Help & glossary in the app.