Campaign types are grouped into three categories: Signal-based (real-time data triggers), Template-style (message frameworks), and CRM reactivation (re-engaging existing contacts). Together, they help you personalize outreach, improve reply rates, and adapt messaging to each prospect's situation.

1. Signal-Based Campaigns

These campaigns use external data signals to identify the right moment and context to reach out.

Hiring for a job title

What it is: Target companies actively recruiting for a specific role — signals team expansion, new priorities, or upcoming operational pressure.

Examples

• Companies hiring SDRs in the last 30 days.

• Companies hiring a RevOps Manager or SalesOps Manager.

• Companies hiring a Head of Sales after a funding round.

Job description keywords

What it is: Target companies whose job postings mention specific keywords — reveals current pain points or strategic priorities.

Examples

• If you sell a calling solution: SDR job posts containing "cold calling" or "cold calls".

• If you sell a CRM ops tool: Ops/RevOps job descriptions with "data enrichment", "data hygiene", or "clean CRM data".

• If you sell outbound automation: SDR roles mentioning "outbound pipeline", "lead sourcing", or "multichannel outreach".

Note: Keyword matching supports three logic modes:

• OR → job post contains any of the listed keywords

• AND → job post contains all keywords

• CONTAINS ALL → multiple keywords appear together in the same requirement

Using a technology

What it is: Target companies using a specific tool — useful for integrations, competitive displacement, or ecosystem plays.

Examples

• Companies using HubSpot CRM.

• Companies using Snowflake and Microsoft Teams.

• Companies using Intercom for customer support.

Note: The more widely-used the technology, the larger the lead list. Very niche or poorly-documented tools produce fewer results.

Competitor's customer

What it is: Target known customers of a competitor — they're already investing in your category and may be open to switching.

Examples

• Companies using Salesloft if you offer a sequencing alternative.

• Companies using Intercom if you provide a support platform with a different angle.

• Companies using Front or Zendesk when selling a shared inbox or support automation product.

Note: Works best with well-known competitors. Niche competitors return fewer results due to limited available data.

Fundraising

What it is: Target recently funded companies — fresh capital means acceleration mode: hiring, new initiatives, new tools, fresh budget.

Examples

• Companies that raised a Seed round in the last 12 months.

• Companies that raised a Series A in the last 12 months.

• Companies that raised a Series B, C, or D in the last 6 months.

Headcount growth

What it is: Target companies actively growing their team — strong signal of momentum, new tooling needs, and available budget. One of the strongest intent signals you can use.

Examples

• Companies that increased headcount by +15% in the last 6 months.

• Companies whose sales or support team grew significantly (e.g., +50%).

Headcount decline

What it is: Target companies reducing headcount — they're often looking to do more with less, automate workflows, or reduce operational overhead. Surprisingly receptive when your value prop is tied to efficiency.

Examples

• Companies that reduced their workforce by −10% or more over the last 6 months.

Active LinkedIn contact (posted in the last 30 days)

What it is: Target people who posted on LinkedIn at least once in the last 30 days — more receptive to outreach, more engaged, more likely to reply than dormant accounts.

Examples

• Target active posters in your ICP — more likely to respond to LinkedIn outreach or connection requests.

• Reach out to people who post occasionally — more plugged into industry trends, better audience for GTM or modern tool messaging.

Note: This signal only confirms at least one post in the last 30 days — it does not indicate posting frequency or content.

Company lookalike

What it is: Find companies similar to your best customers — same business model, team structure, growth pattern, or GTM motion. The simplest way to scale campaigns that already convert.

Examples

• Companies similar to ElevenLabs → AI-native voice/audio startups with R&D-heavy teams, ML infra hiring.

• Companies similar to OpenAI → foundation-model companies with large research orgs, strong GPU spend.

• Companies similar to Walmart → large global retailers with high store density and logistics operations.

Contact lookalike

What it is: Find contacts matching the persona of someone you've already engaged or converted — same role, seniority, responsibilities, team structure.

Examples

• Previously spoke with a Sales Ops Manager in mid-market SaaS → target other Sales Ops Managers in similar companies.

• Closed a deal with a Head of Support at a 200–500-employee B2B → target other Heads of Support with comparable volumes.

Website scraping

What it is: Use signals extracted directly from company websites — certifications, pricing models, partnerships, product positioning — to enable hyper-targeted outreach.

Examples

• Companies whose website explicitly mentions SOC 2 or SOC 2 Type II.

• Companies with a phone number visible on their main landing page (sales-led or call-heavy motion).

• Companies displaying a self-serve / usage-based pricing page only, no "Contact Sales" (PLG motion).

Champions tracking

What it is: Track former users of your product who changed jobs. They already know your value and are often willing to bring it into their new company — one of the highest-conversion campaign types.

Example

• Provide the agent with a list of your customer companies (e.g., Walmart). When a former user joins a new ICP-fit company, the agent notifies you instantly so you can reach out: "I saw you previously used our solution at Walmart — does it make sense to explore it for your new team?"

New role

What it is: Target people who recently stepped into a new role (typically within 30–90 days) — they're assessing priorities, evaluating tools, and more open to change.

Examples

• People who started a new RevOps or Sales Ops role in the last 30 days.

• People who became Head of Sales or VP Sales within the last 180 days.

LinkedIn competitor followers

What it is: Target ICP contacts who follow your competitors on LinkedIn — strong intent signal indicating category awareness or active evaluation.

Examples

• If you're OpenAI: target new LinkedIn followers of Anthropic — likely exploring frontier-model providers.

• If you're HubSpot: target new LinkedIn followers of Salesforce — evaluating CRM or RevOps solutions.

LinkedIn company followers

What it is: Target followers of partner or adjacent companies — not just competitors. People following ecosystem-adjacent tools are often category-mature and more likely to quickly understand your value.

Examples

• If you're HubSpot: target LinkedIn followers of Slack — signals digital workplace maturity.

• If you're OpenAI: target LinkedIn followers of Cursor — signals interest in AI tooling and LLM workflows.

Your company LinkedIn followers

What it is: Target people who already follow your company on LinkedIn — they know your brand and are far more receptive to outreach. Quick-win campaign when filtered by ICP.

Example

• Target your company's LinkedIn followers narrowed to your ICP (e.g., Sales Leaders in mid-market SaaS, or RevOps in the US).

Note: Refine carefully — your follower list includes partners, existing customers, candidates, and people who already know your team. For net-new outreach, filter strictly by ICP and keep messaging conversational rather than salesy.

LinkedIn post comment

What it is: Target people who recently commented on a relevant LinkedIn post (yours or a third party's). Very high reply rates — the person has already expressed an opinion on a topic tied to your space.

Examples

• If you're OpenAI: target commenters on a post comparing frontier models (GPT vs. Claude).

• If you're HubSpot: target commenters on a CRM benchmark post by a well-known RevOps influencer.

• If you're in support/CX: target commenters on a viral post about customer experience trends.

Note: Works with LinkedIn comments only — the agent cannot target post likes. Expect noisier audiences but excellent reply rates due to strong topical context.

LinkedIn profile keyword

What it is: Target profiles containing a specific keyword to refine a broad persona (SDRs, RevOps, PMs) down to those with a distinctive skill or expertise relevant to your solution.

Examples

• RevOps profiles mentioning "forecasting" → indicates ownership of revenue reporting or tooling decisions.

• Product Managers mentioning "AI workflows" or "LLM integration" → signals AI-enabled feature work.

• Support Leads with "ticket automation" → active involvement in process optimization.

Note: Works best with specific, rare keywords (e.g., "GTM analytics", "LLM integration"). Generic keywords ("SaaS", "B2B", "team player") produce weak signal. The more unique the keyword, the stronger the targeting.

2. Template-Style Campaigns

These campaigns focus on how you frame your message — regardless of the underlying signal. They help you craft outreach that is relevant, clear, and engaging even without a specific external trigger.

Feedback approach

What it is: Ask for feedback instead of pushing for a meeting or demo. Low-pressure, works extremely well with senior profiles (VP, C-level, founders) — often triggers more authentic, higher-quality replies.

Examples

• Asking for feedback on the launch of a new feature.

• Sharing a new pricing or packaging and asking for a quick reaction.

• Presenting a new product version (UI revamp, new workflow) and inviting critique.

• Announcing a new official partnership and asking how relevant it feels for their use case.

• Running a founder-to-founder feedback outreach — extremely high response rates.

Fake forward

What it is: An email that looks like it was forwarded internally from a senior exec (CEO, founder, VP). Creates an impression of internal endorsement, which significantly increases reply rates. You embed a short "internal-looking" message at the bottom of your email.

Example template:

Subject: Fwd: {{recipient_company_name}} follow up

Hi {{recipient_first_name}},

I was referred to you by our founder, because he thinks that Topo.io could be a perfect fit for {{recipient_company_name}}.

Companies like Aircall use Topo.io for automating multichannel outbound and streamlining sales team workflows with AI-powered agents that manage repetitive lead engagement.

Would you be open for a brief chat?

Robin

---------- Forwarded message ----------
From: email@xxx.com
Date: June 1, 2025, 08:03 AM
Subject: {{recipient_company_name}} follow up
To: Name <email@xxx.com>

{{sender_first_name}} I just came across {{recipient_company_name}}, could be a good fit (I've checked and your CRM stack integrates directly with our platform + would be an amazing logo for us!!). I checked out {{recipient_first_name}}'s LinkedIn profile and seems like the right person to talk to. Try to get a call set up with them, and keep me posted on this one please :)

John - CEO
Sent from my iPhone

Timing-based campaigns

What it is: Position outreach around the prospect's renewal window or evaluation timeline instead of pushing for a meeting now. Feels respectful and often secures the right to reconnect at the perfect moment.

Examples

• "I imagine you're already engaged with a solution — when is the right timing to reconnect so you can benchmark us properly?"

• Reach out to new hires and ask when they expect to review their stack to align with their evaluation process.

Free audit approach

What it is: Offer a free 30-minute mini audit (process, stack, outbound, CRM, support…). Positions you as an expert or consultant, lowers pressure, creates a high-value reason to speak. Works especially well with new hires reviewing their stack.

Examples

• 30-minute outbound audit for a newly hired Head of Sales reviewing their pipeline generation process.

• CRM hygiene audit for a RevOps Manager in a scale-up struggling with data cleanliness.

• Customer support workflow audit for a Support Lead in a company experiencing fast growth or rising ticket volume.

Location-based targeting (City / Region signal)

What it is: Target contacts or companies by city or region — useful for local event invitations, proximity-based icebreakers, or market-specific plays. People engage more when they feel spoken to as locals, especially in strong tech hubs.

Examples

• Target all CFOs currently based in New York.

• Target early-stage startups in London if you're selling office space or flexible workspace.

• Target startups founded after 2024 and headquartered in San Francisco.

Note: Location is a broad signal by default — combine with role, industry, or funding stage to make the campaign micro-targeted.

Video in email (short explainer video)

What it is: Add a short 1–2 minute video in your email to explain your solution in a human, visual way. Not personalized per prospect but tailored to the campaign theme. "Give before you ask" format — prospects often reply because they already learned something useful.

Examples

• A 90-second video showing how outbound automation helps scale pipeline with fewer manual tasks.

• A 1-minute video showing how your AI tool cleans CRM data automatically — for RevOps teams evaluating data hygiene tools.

• A 2-minute product overview for Support Leads facing volume growth.

Note: In Topo, you cannot embed videos directly inside emails — add a hyperlink redirecting to the video. This is the recommended approach.

Straight to the point

What it is: Minimalist outreach — no intro, no context, just a direct question. Respects the recipient's time. Often performs well with very busy profiles.

Example

• "Are you the right person to discuss outbound automation at {{company_name}}?"

Top/down framework

What it is: Contact someone senior (CEO, CPO, VP, Founder) and ask to be redirected to the right person on their team. Gives built-in authority, increases internal visibility, and often leads to faster routing.

Examples

• Email the CEO to ask who handles marketing operations.

• Message the CPO to reach the person in charge of technical integrations or AI initiatives.

• Reach out to the VP Sales to identify the owner of pipeline generation or outbound processes.

Bottom/up framework

What it is: Start with someone junior or mid-level to gather context, understand internal workflows, or secure an intro before approaching leadership. Especially effective when your solution requires multiple stakeholders or when you need insight into tools and renewal cycles.

Examples

• Sales: Reach an SDR to understand which outbound tools they use and when their sequencing platform renews — then escalate to Sales Ops or VP Sales.

• Finance: Contact a Finance Associate to learn how billing is handled and who owns procurement — before approaching the CFO.

• Tech: Message a Developer to ask which DB or hosting platform they use — then escalate to the Engineering Manager or CTO.

Pain-based framework

What it is: Structure your message around a clear, urgent pain point. Immediately resonates with prospects actively experiencing the problem, especially when the pain affects revenue, productivity, or team efficiency.

Examples

• Companies struggling with low lead quality or inconsistent pipeline generation.

• Teams with inefficient handoffs between Sales and Marketing.

• Companies posting about slow support response times or ticket backlog issues.

Offering helpful resources

What it is: Share something useful — a guide, playbook, checklist, benchmark, or customer story — instead of pushing for a call. Positions you as helpful rather than salesy, creates warmer, lower-friction engagement.

Examples

• Sharing a playbook you've written (e.g., outbound best practices, AI workflows, RevOps checklist).

• Sending a customer story that matches the prospect's industry or team structure.

• Sharing a checklist (e.g., "10 steps to clean your CRM before Q4") that directly addresses a common pain.

School alumni

What it is: Target people who went to the same school as you or someone on your team. Creates instant familiarity, lowers the barrier to conversation, and often leads to warm intros — especially in schools with strong alumni culture. Not necessarily about targeting the right role, but leveraging a shared network to open doors.

Examples

• You studied at Stanford → reach out to Stanford alumni in ICP-fit companies, even if they're not in the exact target role.

• Your VP Engineering graduated from Carnegie Mellon → contact CMU alumni in tech teams at companies you're trying to break into.

• Your CEO went to HEC → target HEC alumni in mid-market SaaS for warm intros or internal insights.

Ex-colleague intent

What it is: Target people who used to work at the same company as someone on your team. Shared work history creates immediate trust and credibility. The goal is to leverage your alumni network inside ICP-fit organizations for warm intros, internal insights, or shortcuts to the decision-maker.

Examples

• You previously worked at Aircall → target Aircall alumni in ICP-fit companies and use the shared experience to get intros or context.

• Your Head of Sales worked at Doctolib → target Doctolib alumni in tech, sales, or ops roles to gather insights before approaching leadership.

• Your CEO is an ex-Algolia → target the global Algolia alumni network across mid-market and enterprise SaaS.

Free trial

What it is: Offer a free trial for zero-risk testing. Works best when your product is intuitive, fast to onboard, and delivers clear value in the first days of usage. Also a strong play when you've just released something new and want real-world feedback.

Examples

• Offer a full free trial to ICP-fit prospects so they can experience value before committing.

• Invite prospects to test a newly launched feature for free (new integration, dashboard, automation module) to gather early feedback.

Note: Make sure you have an internal way to track and attribute free trial signups back to the campaign — this helps measure impact and understand which messages or audiences convert best.

Pre-event

What it is: Target people attending an upcoming conference, webinar, meetup, or tradeshow. The event is already top-of-mind, making it a great moment to propose meeting in person.

Examples

• Target all attendees of a specific conference and ask if they want to grab a coffee during the event.

• Reach out to people registered for a webinar your team is attending and propose a quick sync before or after the session.

Post-event

What it is: Re-engage attendees after an event using it as natural context. Whether you actually attended or not, it's an easy way to restart the conversation with something timely and familiar.

Examples

• Reach out to ICP-fit attendees of an event you attended: "I didn't get a chance to speak with you — open to a quick follow-up?"

• Even if you didn't attend: contact attendees and say you were there but missed them: "I was hoping to say hi but didn't manage to catch you — open to continuing the conversation here?"

Event invitation

What it is: Invite the prospect to an upcoming webinar, workshop, roundtable, or in-person event. Low-pressure way to start a conversation while giving value first. Often opens the door to a broader discussion even if they can't attend.

Examples

• Invite ICP-fit prospects to a webinar you're hosting and explain why their role makes them a great fit for the topic.

• Invite prospects to a roundtable and use the invitation to start discussing their challenges: "thought this session would be highly relevant to your work on X".

YC startups

What it is: Target Y Combinator companies — fast-moving, product-driven, open to testing new tools. They receive high outbound volume, so your approach must be sharp, concise, and straight to the point. Targeting by batch, badge, or vertical improves relevance.

Examples

• Target all YC startups with a short, direct message leveraging your YC connection or their YC badge.

• Target YC companies from recent batches (post-2022) — early-stage and more willing to test new solutions.

• Target YC companies building AI products, combining the YC badge with an industry filter.

3. CRM Reactivation Campaigns

These campaigns target contacts or accounts already in your CRM — leads who interacted with you in the past but never converted, went quiet, or dropped out of the funnel — with the goal of re-engaging them at the right moment with a fresh angle or updated context.

Lost Opportunities

What it is: Re-engage deals lost on budget, timing, or internal change. These prospects already know your product, the pain still exists, and circumstances evolve — making reactivation highly effective when timed well.

Examples

• Recontact all Closed-Lost Opportunities after 6 months.

• Follow up on Closed-Lost "Timing" with a new angle or updated value prop.

• Recontact all Closed-Lost Opportunities from 2024.

Unconverted Inbound Leads

What it is: Follow up on prospects who showed intent (form, demo request, pricing page visit) but never converted. Perfect for low-friction reactivation — intent was already there.

Examples

• Follow up on inbound leads that were never contacted.

• Reach out to inbound leads who abandoned a demo or form.

• Target inbound leads who visited your pricing page but didn't convert.

MQL / SQL Reactivation

What it is: Re-engage leads that were once qualified but never progressed. They tend to convert well because qualification already happened once.

Examples

• Re-engage MQLs inactive for 30/60/90 days.

• Follow up on SQLs abandoned by sales or without next steps.

• Target MQLs with high lead score but never worked by sales.

Event-Based Reactivation

What it is: Re-engage event leads (webinars, conferences, downloads) that never got proper follow-up. Lack of follow-up is usually a workflow issue — reactivation brings them back into the funnel instantly.

Examples

• Recontact webinar registrants who no-showed.

• Follow up with webinar attendees who received no follow-up.

• Engage leads who downloaded the replay but never spoke to sales.

Content Engagement Reactivation

What it is: Target leads who consumed content but didn't convert — they're already warm. Perfect for nurturing-based reactivation.

Examples

• Target leads who downloaded a guide or playbook.

• Recontact newsletter subscribers inactive for X days.

• Target leads who clicked multiple times in marketing emails.

• Reactivate leads who read multiple recent blog posts.

Inactive Contacts

What it is: Re-engage contacts who went quiet — often a timing issue. A well-crafted reactivation can reopen the conversation.

Examples

• Re-engage all contacts inactive for 60/90 days.

• Recontact leads who were never followed up after the first attempt.

Account-Level Reactivation

What it is: Target entire accounts showing new signs of readiness, rather than individual contacts. Super effective when combined with company-level signals.

Examples

• Target accounts with no activity logged in the last X days (no emails, no calls, no meetings).

• Recontact accounts where a meeting was booked in the last 1–2 years but no activity has happened since.

• Target accounts that engaged in the past (demo request, trial, inbound form) but have been inactive for a long period.

Note: These are examples of common campaign types — this list is non-exhaustive and designed to inspire your outreach strategy.