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.