# Outreach plays: who to contact, why, and what to say

Copy for each play: see OUTBOUND_COPY_BY_SIGNAL.md. Scoring: see SIGNAL_RULES.md.


Every play uses the same 5 parts: who, setup in Cornersight, filter, where to send, what to say.

---

## 1. Competitor-post engagers
- **Who:** people who like or comment on a competitor's posts or company page.
- **Setup:** track the competitor's company page plus their founder and top 2 staff who post.
- **Filter:** ICP title + company size. Comments first.
- **Send to:** HeyReach (LinkedIn) or Clay to find emails, then your sequencer.
- **Say:** talk about the problem the competitor solves. Never name the competitor.

## 2. Creator audience
- **Who:** your buyers who engage with creators in your space.
- **Setup:** run Discover Influencers on your keywords (one-off search, looks back 1 month, results land in Influencer Leads). Track the 5 to 10 creators with the most ICP engagers (see Content Play 4).
- **Filter:** ICP only. Skip people who only like general posts.
- **Say:** reference the topic of the post.

## 3. Problem posters (keyword authors)
- **Who:** people who write a post containing a problem keyword, e.g. "struggling with outbound", "hiring SDRs", "pipeline is dry".
- **Setup:** a Keyword Engagement search with "The person who wrote the post" ticked (authors are off by default). Optional: AI filtering, with a filter prompt like "only posts where the author describes a problem, not an ad". AI filtering keeps or drops posts and uses your own AI key.
- **Say:** reply to the post with a useful comment first, by hand. Connect, then DM only after they accept. Do not automate the comment. This is the highest-intent signal.

## 4. Your own engagers
- **Who:** people who engage with you, your founder, or your company page.
- **Setup:** track your own profiles and page.
- **Say:** thank them, ask one question about the topic. Warmest leads you have.

## 5. Webinar and event engagers
- **Who:** people who engage with posts about events in your category.
- **Setup:** track the event host's posts and keywords like the event name.
- **Say:** invite them to your own webinar on a related angle.

## 6. Closed-lost deals that are active again
- **Who:** past prospects who said "not now".
- **Setup:** track the topic keywords and creators your closed-lost deals care about. Match engagers against your closed-lost list (export both, match on LinkedIn URL).
- **Say:** "Last time timing wasn't right. Looks like {topic} is back on your radar, worth another look?"

## 7. Customers' colleagues
- **Who:** people at your customers' companies who engage with your topic but don't use you yet.
- **Setup:** filter engagers by company = current customer list.
- **Say:** introduce through your existing champion. Ask the champion first. Never contact the colleague before the champion agrees.

## 8. Lookalikes of your best customers
- **Who:** people with the same title and company profile as your best customers, who engage with the same creators.
- **Setup:** see which creators your best customers engage with. Track those creators.
- **Say:** "Teams like [customer type] use us for [outcome]." Only name a customer with permission.

## 9. Hiring signal plus engagement
- **Who:** people at companies posting about hiring for the role you help (e.g. "hiring SDRs").
- **Setup:** Keyword Engagement search on "hiring" + role name, with "The person who wrote the post" ticked.
- **Say:** speak to the problem the hire is meant to fix.
- Note: this uses LinkedIn posts that mention hiring.

## 10. Agency play: separate sources per client
- **Who:** agencies running outbound for clients.
- **Setup:** a separate set of sources for each client (that client's competitors, creators and keywords), named clearly so lists never mix.
- **Note:** never mix one client's prospects with another's. Separate inboxes and LinkedIn accounts per client.
- **Say:** each client gets signal-led campaigns. Report replies by signal type monthly.

## 11. The evergreen daily campaign
- **Who:** everyone above, scored.
- **Setup:** a webhook (fires for each captured lead) or the HeyReach integration, so new signals flow in daily. CSV export also works.
- **Rule:** score 10+ = personal message by hand, 6 to 9 = automated sequence, under 6 = nurture only.
- This is the play the PlusVibe webinar shows live (Cornersight to Clay to PlusVibe). Full build guide: The Evergreen Signal Campaign, in this library.

## 12. Content-first warm-up
- **Who:** score 6 to 9 signals you don't want to cold message yet.
- **Setup:** follow and comment on their posts for 1 to 2 weeks before outreach.
- **Say:** by the time you DM, they know your name.