Design and run outbound marketing campaigns
Outbound campaign mechanics
Outbound marketing is tile-based: a customer journey reads a segment or marketing list and pushes contacts through tiles - send email, LinkedIn action, create activity, wait, decision branch, A/B test, subscription center, and stop/end. Journeys must validate and be set live; a live journey's structure is locked, so changes mean stopping it and creating a new version.
Supporting assets: marketing forms and landing pages capture leads; marketing lists are static or dynamic groupings separate from segments; lead scoring ranks leads using demographic and behavioural points; quick campaigns handle one-off sends without a journey.
Traps:
- Segment vs marketing list - journeys accept both, but a static list will not auto-update.
- An A/B test tile sends variants to a percentage of the audience, waits, then sends the winner to the remainder; it does not double-send.
- Consent still applies; a suppression entry or do-not-email flag removes a member even when they are in the segment.
- Wait and decision tiles are evaluated per participant, so read the scenario's timing carefully rather than assuming sequential calendar days.
Rule of thumb: one-off single message → quick campaign or send-now; multi-step, timed, or conditional → customer journey. If the requirement mentions a delay or "if they don't open", it is a journey, never a campaign.