$ man three-campaigns

3 Campaigns as the Standard

The standard campaign structure: run 3 parallel or sequential campaigns targeting different segments, personas, or angles. Not one massive blast. Three campaigns with distinct messaging, targeting, and performance tracking.

One campaign is a bet. Three campaigns are a test. If campaign A uses pain-point messaging, campaign B uses social proof, and campaign C uses the "poke the bear" approach, you learn which angle resonates with this ICP. One campaign that fails teaches you nothing about why it failed. Three campaigns that perform differently teach you everything about what works.

For every partner, I build 3 campaigns. They might target different persona tiers (campaign 1 = VPs, campaign 2 = Directors, campaign 3 = Managers). Or different verticals (campaign 1 = SaaS, campaign 2 = FinTech, campaign 3 = Healthcare). Or different messaging angles. Each campaign has its own contact list, email copy, merge fields, and performance tracking. I compare across campaigns to find the winning formula, then scale what works and kill what doesn't.