$ man lemlist-wiki/campaign-vs-sequence

Campaign vs Sequence Mental Model

Campaigns hold leads. Sequences hold steps. Get the hierarchy right.

Campaign = container. It holds your leads, settings, and tracking. Sequence = the steps inside that campaign - the emails, LinkedIn actions, delays, and conditions.

Think of it like a playlist vs songs. The campaign is the playlist (audience + rules). The sequence is the tracklist (what happens and when).

Don't dump 500 leads from different ICPs into one campaign. Split by persona. VP of Sales gets different messaging than Head of Growth. Different pain points, different proof points, different CTAs.

This also makes A/B testing meaningful. You're comparing apples to apples instead of blending signals across personas.