Campaigns are the core of Eve's outreach functionality. A campaign is a structured sequence of messages sent across LinkedIn and email to engage prospects, build relationships, and generate pipeline. Each campaign targets specific personas at specific companies with personalized messaging based on your GTM AI Profile.
Creating a campaign in Eve involves several strategic steps that combine your targeting, messaging, and outreach channels into an automated sequence.
Option 1: From the Campaigns Page
Navigate to Campaigns from the left-hand menu
Click "Create New Campaign" or "+ New Campaign"
Follow the campaign builder flow
Option 2: From Lead Lists
Find leads at companies through your ICPs
Select the prospects you want to reach
Click "Add to Campaign" at the bottom of the screen
Choose "Create New Campaign"
The campaign builder opens with leads pre-selected
Both methods open the same campaign builder, but starting from lead lists allows you to populate your campaign with prospects immediately.
Step 1: Campaign Details
Campaign Name:
Give your campaign a descriptive name that indicates the target audience and purpose
Examples: "Q1 Healthcare CFOs - Cost Reduction", "Enterprise SaaS CTOs - Migration", "Mid-Market Manufacturers - Automation"
Good naming helps you track and manage multiple campaigns
Step 2: Select Product, ICP, and Persona
These selections determine the context and messaging framework for your campaign:
Product:
Choose which product or service this campaign promotes
This pulls relevant features, benefits, and positioning from your GTM AI Profile
All messaging will be crafted around this product
ICP (Ideal Customer Profile):
Select which ICP this campaign targets
Determines company-level fit criteria and messaging angles
Influences which companies and prospects are most relevant
Persona:
Select the target persona (e.g., VP of Sales, IT Director, CFO)
Determines role-specific messaging, pain points, and value propositions
Ensures messaging speaks to the right person's priorities
Step 3: Select Pain Points and Outcomes
Pain Points:
Choose the pain point most relevant to this campaign
Selected pain points become core elements of your messaging
Eve uses these to create relevant, compelling outreach
Outcomes:
Choose the outcome that resonates with your target audience
These demonstrate the value and results prospects can expect
Used to paint a vision of success in your messaging
Best Practice: Select pain points and outcomes that align closely with your target persona's priorities. Don't try to cover everything—focused messaging performs better than broad messaging.
Step 4: Exclude Leads (Optional)
Exclude leads in existing campaigns:
Check this box to prevent reaching out to prospects already in other active campaigns
Prevents duplicate outreach and awkward multiple message threads
Recommended for most campaigns to maintain clean prospecting
When to Skip This:
You're intentionally running multiple campaigns to the same audience with different messaging
You're testing different approaches with separate campaign segments
You're running follow-up campaigns to prospects who didn't respond previously (after sufficient time has passed)
Step 5: Choose Campaign Generation Method
Auto-Generate:
Eve uses AI to create your entire campaign sequence automatically
Generates personalized messages based on your GTM AI Profile, selected product, pain points, outcomes, and persona
Recommended for most users—produces high-quality, relevant sequences
Start from Scratch:
Creates a blank campaign where you write all messages manually
Gives complete control over every message
Use when you have very specific messaging requirements or unique campaign needs
Recommendation: Start with Auto-Generate. You can always edit messages after they're generated, giving you the benefits of AI-assisted creation with the ability to customize.
Step 6: Select Channel
Choose how you want to reach prospects:
Email Only:
Sequence uses only email messages
Requires connected email account
Best when you have verified email addresses and email is your primary channel
LinkedIn Only:
Sequence uses only LinkedIn connection requests and messages
Requires connected LinkedIn account
Best for senior executives or when email addresses aren't available
Multi-Channel (Email + LinkedIn):
Sequence combines both LinkedIn and email touchpoints
Requires both LinkedIn and email accounts connected
Recommended: Multi-channel campaigns have significantly higher response rates
Allows you to reach prospects where they're most engaged
Step 7: Select Sequence Complexity
Choose the number of touchpoints in your sequence:
Low (3-5 steps):
Shorter sequence with fewer touchpoints
Best for warm outreach or highly targeted campaigns
Faster time-to-completion
Recommended (5-7 steps):
Balanced sequence with multiple touchpoints across channels
Default and recommended for most campaigns
Proven optimal balance between persistence and respect
High (7-10 steps):
Longer sequence with more touchpoints
Best for enterprise deals or complex sales cycles
More persistent outreach over extended timeframe
Best Practice: Start with "Recommended" (5-7 steps). This provides enough touchpoints to be effective without overwhelming prospects. You can adjust in future campaigns based on performance.
Step 8: Select Sending Accounts
If you haven't connected accounts yet, you'll be prompted to connect:
Select your LinkedIn sending account (if using LinkedIn channel)
Select your email sending account (if using email channel)
If you have multiple accounts connected, choose which one should send this campaign's messages.
Step 9: Review and Generate
Review your selections:
Campaign name
Product, ICP, and persona
Pain points and outcomes
Channel and sequence complexity
Sending accounts
Click "Generate Campaign" or "Create Campaign" to proceed.
Eve will now generate your campaign messages (if you chose Auto-Generate), which typically takes 30-60 seconds.
Once created, you'll be taken to the Campaign Editor where you can:
Review all generated messages
Edit individual messages
Adjust delays between steps
Customize personalization
Add or remove sequence steps
Configure sending schedule
You're not locked into the AI-generated content—everything can be edited before launching.
Q: Should I create one campaign for multiple products or separate campaigns for each? A: Create separate campaigns for each product unless the products are very closely related and solve the same pain points for the same persona. Separate campaigns allow focused, relevant messaging. Example: Don't combine your marketing automation and accounting software products in one campaign—create two targeted campaigns with product-specific messaging.
Q: Can I create a campaign without adding leads first? A: Yes. You can create a campaign structure through the Campaigns page and add leads later. However, most users find it easier to find leads first, then create campaigns with those leads pre-populated. This ensures your campaign immediately has prospects to reach out to.
Q: How many pain points should I select for a campaign? A: Select 1-3 pain points maximum. Trying to address too many pain points dilutes your messaging. Focus on the pain points most relevant to your target persona and most aligned with your product's core value. Quality over quantity.
Q: What if I want to target multiple personas (e.g., both CFO and CTO) in the same campaign? A: Don't. Create separate campaigns for each persona. Different roles have different priorities, challenges, and language. CFO-focused messaging won't resonate with CTOs and vice versa. Persona-specific campaigns dramatically outperform multi-persona campaigns.
Q: Should I choose email-only, LinkedIn-only, or multi-channel? A: Multi-channel (email + LinkedIn) typically performs best, with 2-3x higher response rates than single-channel campaigns. Prospects engage on different platforms—some check email religiously, others are more active on LinkedIn. Multi-channel meets them where they are. Only use single-channel if you specifically can't access one channel or have strategic reasons.
Q: What's the difference between "Recommended" and "High" sequence complexity? A:
Recommended (5-7 steps): Balanced persistence without being overwhelming. Proven to work well for most B2B sales. Completes in 2-3 weeks typically.
High (7-10 steps): More touchpoints over longer timeframe (3-4 weeks). Best for enterprise sales, complex solutions, or when targeting very senior executives who need more touchpoints to respond.
Start with Recommended unless you have specific reasons for longer sequences.
Q: Can I change my product, ICP, or persona after creating the campaign? A: You can edit the campaign settings, but this won't automatically regenerate messages. If you want completely new messages based on different selections, it's better to create a new campaign. Minor adjustments can be made by manually editing messages in the campaign editor.
Q: What happens if I select "Exclude leads in existing campaigns" but want to re-engage someone from a past campaign? A: This setting only excludes leads in currently active campaigns. Leads from completed or paused campaigns can be added to new campaigns. If you want to re-engage someone from an active campaign, either remove them from the old campaign first or don't check the exclusion box.
Q: How long does it take to generate a campaign? A: Auto-generated campaigns typically take 30-60 seconds to create. Eve is analyzing your GTM AI Profile, researching your target audience, and crafting personalized messages for each step in the sequence. More complex sequences (High) may take slightly longer than simpler ones (Low).
Q: Can I save a campaign as a draft without launching it? A: Yes. After generating your campaign, you're in the Campaign Editor where you can review and edit everything. You don't launch until you're ready. Campaigns remain in draft status until you explicitly click "Launch Campaign." You can return to edit drafts at any time.
Q: Should I use Auto-Generate or Start from Scratch? A: Use Auto-Generate for 95% of campaigns. Eve's AI generates high-quality, personalized sequences based on your GTM AI Profile and campaign parameters. You can still edit everything after generation. Only use Start from Scratch if you have very specific, pre-written messaging that doesn't need AI assistance or if you're testing highly customized approaches.
Q: Can I create multiple campaigns at once? A: You create campaigns one at a time through the builder, but you can run unlimited campaigns simultaneously (though practically, 5-10 active campaigns is typical for most teams). Create your first campaign, launch it, then create additional campaigns as needed. Managing too many campaigns simultaneously can become complex.
Q: What if I don't see the product, ICP, or persona I need in the dropdown? A: This means it hasn't been added to your GTM AI Profile yet. Go to your GTM AI Profile setup and add the missing product, create the needed ICP, or add the target persona. Once added there, it will appear in campaign creation options.
