Ticket: Create a Second Campaign — Edge-to-Activation (LinkedIn / Social Signal)
Service line: Edge-to-Activation
Ticket type: New campaign (second on this service line)
Source: Team call 2026-02-12 (Robert, Luke, Rico, Ryan, Hannah)
Status: Draft — ready for brief intake
1. Objective
Create a second campaign focused on moving prospects from edge (awareness / interest in edge tracking) to activation (conversations, meetings, SOWs). This campaign uses a different signal than the first: instead of a static account list + cold/warm outreach, we go after people already talking about or engaging with Edge on LinkedIn (edge layers, edge tagging, CDN tracking, attribution at the edge).
Outcome we want: More pipeline and closed deals for Edge-to-Activation by participating in the existing “Edge” conversation and turning high-intent participants into leads.
2. Why now (context from call)
- First campaign proved the service: ~3–5 SOWs sent (Honey Stinger, Insomnia, MinuteMD, etc.); 1 closed (MinuteMD). That’s a strong signal to lean in.
- Ready for next stage: Robert: “This is ready to take to the next stage. We should lean into this more.”
- Different angle than job-signal campaigns: Job-post–based campaigns (e.g. dbt) have low confidence (1 deal in 2 years). Edge-to-Activation has momentum; this second campaign doubles down on social/intent signal instead of job posts.
3. Signal & strategy (from call)
| Element | First campaign (CPG / Signal Recovery) | Second campaign (this ticket) |
|---|---|---|
| Signal | Account list (CPG, revenue, ICP titles) | LinkedIn/social: People posting or engaging about Edge (edge layers, edge tagging, CDN, attribution at edge). |
| Lead source | Enriched list → HeyReach/Instantly | Discovery: Find posts/comments about Edge → identify authors + engaged reactors → add to list or engage in-thread. |
| Outreach | Cold connection + follow-up; mutual intros | Participate in discussion: Comment on their posts, share our content with them, DM/react to people who like/comment on Edge content. Quality over volume. |
| Content | Problem → Solution → Service (quantity) | Level up quality: Content geared toward this specific audience (data/analytics people already interested in Edge). Per Luke: “Hone in on quality for a certain audience.” |
Tactics to include in brief:
- Find LinkedIn posts (and posts from other data/analytics folks) that talk about edge layers, edge tagging, CDN tracking, or attribution at the edge.
- Comment and engage on those posts; share our Edge-to-Activation content where relevant.
- Build a list of authors + high-intent reactors (e.g. people who liked/commented) and reach out (warm DMs, “saw your post on X — we’re working on this too”).
- Content calendar: Create or adapt content aimed at this audience so we’re not just selling — we’re part of the conversation.
- Later (full rollout): Post service on website, formal lead gen; this campaign is the bridge to that.
4. What we need to produce
- Campaign brief (from Campaign Brief Intake → Campaign Brief Template).
- Target “list” definition: Not a static 30-account table at launch — rather, criteria + process: how we find and add “Edge talkers” and engagers (e.g. weekly scan, save to list, then cap at 30 for active outreach).
- Message library: Warm/social variants (e.g. “saw your post on edge tagging…”, “we’re doing similar work…”) in addition to or instead of cold connection; link from GTM marketing assets.
- Content plan: Pillars and topics for this audience (edge/data practitioners); tie to Notion when ready.
- Roles: Brief owner, outreach owner (who runs LinkedIn discovery + first touch), content owner. Robert + Luke to align on “what’s the next thing we do” for this service line.
5. References
- Service line: Edge-to-Activation offer · SOP · Demo
- First campaign (same service): CPG Attribution — Signal Recovery
- Win: MinuteMD — Edge-to-Activation (Phase 0 + Phase 1 closed 2026-02-10)
- Process: Campaign Brief Intake → Campaign Brief Template · Campaign Launch Checklist
6. Next steps
- Robert + Luke: Align on scope and owner for this campaign; decide gate date and who runs outreach (e.g. Robert models 2–3 examples, then handoff with Loom/recording so team can replicate).
- Run intake: Fill Campaign Brief Intake with campaign name, signal, audience, message library source, content pillars, roles.
- Create brief: Populate Campaign Brief Template and save to
campaigns/edge-to-activation-linkedin-signal.md(or agreed name). - Execute: Start with discovery (find Edge posts/engagers), build list, then outreach + content per brief.