An outreach campaign is an organized sequence of messages designed for outbound prospecting. Each campaign is built around a specific goal, for example booking a demo, meeting at a conference, inviting to a webinar, or growing a community. Here's how to set one up from scratch.
Note: This guide covers Standard Campaigns. The Campaigns page also has an Event Campaigns tab for time-boxed campaigns tied to a specific event — for that flow, see How to set up an Event Campaign.
Step 1: Start a New Campaign
Navigate to the Campaigns page → click '+ New campaign'.
Step 2: Choose Your Campaign Type
New Prospects: Targets people you're not yet connected with.
Existing Network: Targets people you're already connected with on LinkedIn.
Prospects List Only: Targets a specific list you upload manually — no ICP filters, no auto-generated prospects.
Step 3: Name your campaign and set your ICP
Give your campaign a descriptive name → go to ICP Definition → set your filters → click Apply.
Available ICP filters:
Company Lookalikes — find companies similar to your best customers
Company Headcount — filter by company size
Job Title — target specific roles (e.g. Head of Sales, CFO)
Headquarters Location — filter by company HQ
Seniority — VP, Director, C-Level, etc.
Decision Maker — toggle on to narrow to decision-makers only
Industries — target specific sectors
Prospect Location — filter by individual's location
Tip: use Copy from to reuse the ICP from another campaign and only tweak what's different.
Step 4: Set up your sequence
Choose your first message type:
Tailored message — each prospect gets a personalized connection request based on their trigger
Custom message — one set message sent to all prospects
Click "+ Add follow-up" to add subsequent messages. Use Spear placeholders and set the timing for each follow-up.
Step 5: Configure trigger controls and dates (optional)
In the campaign settings, you can control which triggers generate prospects for this specific campaign and set a time window for it to run automatically.
Triggers: Select which triggers can create prospects in this campaign. Default is all triggers. Useful when you want a campaign to respond only to specific signals (e.g., only Job Post or Tech Stack).
Start / End dates: Set optional dates to auto-activate and deactivate the campaign without manually toggling it. Great for time-boxed pushes like events or seasonal campaigns.
💡 These settings are available both when creating a new campaign and when editing an existing one.
Step 6: Activate the campaign
Toggle the campaign on to start receiving prospect suggestions — or let the start date handle it automatically if you set one.
Tips & Best Practices
ICP A/B Testing: Create separate campaigns targeting different titles (Directors vs Managers) or regions (North America vs Europe)
Messaging A/B Testing: Try different copy strategies to find what drives the best engagement
Copy from: Reuse a successful campaign's ICP or sequence instead of starting from scratch