Campaign Structure (April 2026 — v3)
Primary Focus
Maturing Organisations
5+ employees, no dedicated security staff. IT Manager wears the compliance hat alongside primary IT responsibilities. Beginning compliance journey driven by client requirement, tender, or insurance pressure. Smart Prep is the product hook.
Echo v3.2 — Pending Raif Review
Security Segment (CISOs)
CISO / Head of Security / CTO / Security Manager at 50-1000 employee regulated mid-market. EXCLUDES technology, IT services, consulting, government, education. Powered by CTO/CISO Echo persona v3.2 + transcript discoveries from Raif's 29 Apr Security Segment meeting. v2.0 lead magnet: Raif's 'Compliance vs capability' article (peer authority share). Variant B reframed as wealth-of-knowledge advisory exchange.
CampaignD2 Security Segment
A/B testArticle-led (peer authority) vs Advisory-led (Raif's 30 min wealth-of-knowledge)
Email channel
LinkedIn channelConnection requests only (no DM sequence)
Supabase filteraudience_segment = 'ciso'
Statusv2.0 Draft
Medium Priority
Partners
MSPs, MSSPs, cybersecurity consultancies. Revenue through Super Tenant platform. Existing campaigns continue unchanged.
CampaignP1 Channel Partners
Lead magnetP1 Scale Your Practice
Supabase filteraudience_segment = 'partners'
StatusPending
Cross-campaign rules: CISO segment excluded from maturing campaigns. Existing CEO/MD campaigns (238-241, 6.2% reply rate) continue unchanged. Leads in active sequences finish before reassignment.
All Campaigns — Status
| Campaign | Segment | Channel | Sequences | Status | Notes |
|---|---|---|---|---|---|
| D1 Blind Spot Score | CEO/MD | Email (238-241) | Active | 6.2% reply rate. No changes. | |
| D1 Compliance Blind Spot | CEO/MD | LinkedIn A/B | See above | Active | Pain-point sequences. No changes. |
| P1 Channel Partners | Partners | Email + LinkedIn | — | Pending | 139 leads. Customers before partners. |
| D1 CISO Authority Test | CISO | LinkedIn (manual) | Manual Test | 20 contacts. Raif-driven. See strategy below. | |
| D1 Maturing IT Managers — Variant A (Scorecard-Led) | Maturing · IT Manager | Email only | v6.7 Approved | Reply "scorecard" for the Compliance Blind Spot Score. v6.7 approved by Raif (24 Apr). Ready for lead loading. | |
| D1 Maturing IT Managers — Variant B (Advisory-Led: Raif's 30 Minutes) | Maturing · IT Manager | Email only | See above | v6.7 Approved | Reply "advice" for 30 minutes with Raif. Listening, advising, sharing what's worked. NOT a demo. Approved (24 Apr). |
| D2 Security Segment — Variant A (Article-Led) | Security · CTO/CISO | Email + LinkedIn connections | v2.0 Draft | Tenure + APRA-equivalent identity (D22) + chess-board insight pivot + government-official thought-leadership proof + 84/43 + compliance brain (D29). ADR-060 outcome-selling per email position (visibility / benchmarking / positioning / validation / standing offer). Reply "article" for Raif's 'Compliance vs capability' piece. Pending Raif review. | |
| D2 Security Segment — Variant B (Advisory-Led: Raif's 30 Minutes — Wealth of Knowledge) | Security · CTO/CISO | Email + LinkedIn connections | See above | v2.0 Draft | Same body as Variant A; CTA differs. Reply "advice" for 30 minutes peer wealth-of-knowledge exchange. Mutual-benefit framing per user direction 2026-05-06: "if CyberHeed helps, great; if not, networks expand either way". Hypothesis: B may outperform A for CISOs (Section 13 founder-conversation high-value). Pending Raif review. |
CISO Authority Test — Strategy
Small-scale manual test to validate authority content with senior security leaders. Raif runs this personally — no automation.
Contacts
20
Hand-picked by Raif
Reply Target
5+
25% reply rate
Article Requests
2+
10% of contacts
Meetings
1+
5% conversion
How It Works
- Raif selects 20 contacts from his LinkedIn network — CISO/VP Security, 100+ employees, regulated industries (finserv, healthcare, government)
- Sends messages manually using authority sequences as templates, tweaking based on personal knowledge of each contact
- Lead magnet: "Compliance vs capability" article. URL never in cold messages — sent only after prospect replies
- Results tracked via Supabase or shared spreadsheet. 28-day timeline from first message to final breakup.
- Review after 4 weeks against success criteria
Decision Gate
All three targets met
Scale via HeyReach automation. Source CISO leads from Apollo. Authority content becomes a secondary automated campaign alongside maturing.
Replies met but no meetings
Refine messaging based on reply content. Run a second test of 20 with adjusted sequences.
Fewer than 5 replies
Deprioritise the CISO segment. Redirect all effort to the maturing organisations campaign.
Rules for CISO Test
- ✕ Do NOT automate — Raif runs manually for signal quality
- ✕ Do NOT source from Apollo — existing connections only
- ✕ Do NOT put article URL in cold messages — reply-first rule
- ✕ Do NOT mix CISO contacts into maturing sequences
- ✕ Do NOT pause existing campaigns (238-241)
Key Decisions & Notes
- 8 Apr — CISO authority test strategy finalised. 20 contacts, manual LinkedIn, 28-day timeline. Three-outcome decision gate defined.
- 2 Apr — Primary target pivoted to maturing orgs (5+ employees, no security staff). Smart Prep is the product hook.
- 2 Apr — Three segments defined: maturing (primary), CISO test (20 contacts), partners (unchanged).
- 2 Apr — A/B test required: service-wrapped vs product-led for maturing segment. Split at Email 4 and LinkedIn DM 2.
- 2 Apr — 100 sample leads for Raif review before mass outreach. Quality gate.
- 2 Apr — Company size floor: 5 employees (not 20). Micro-SaaS and AI-era businesses need compliance too.
- 2 Apr — Marketplace strategy: customers before partners. Build traction first.
- 1 Apr — Authority content validated. Article-led approach works for senior audience. Pain-point DMs deprecated for that segment.
- 1 Apr — Existing CEO/MD campaigns (238-241) continue. 6.2% reply rate — do not disrupt.
Current Status
Approved
v6.7 Copy Approved by Raif
Maturing-A (Scorecard-Led) + Maturing-B (Advisory-Led) approved 24 April. Supabase rows status='approved'.
Approved 24 Apr
Approved
100-Lead Sample Reviewed
Sample batch sourced + enriched. Raif gave go/no-go. ICP fit + email verification + employment validation all green. Greenlight to scale to 1000.
Approved 24 Apr
In Progress
1000-Lead Sourcing (launch pool)
Scaling lead-pool sourcing to 1000 IT Managers via Apollo → FullEnrich → Tier 2 enrichment. Per-lead generate-email-content runs after, then create-campaigns loads into EmailBison.
Owner: Adam (parallel session)
Pending
Launch in EmailBison
After leads + per-lead content generated: load into EmailBison campaigns (Maturing-A scorecard-led + Maturing-B advisory-led), verify warmup state, activate.
Owner: Adam · gated by 1000-lead sourcing