We charge for outbound systems. This part is free, because nobody does it and it costs us weeks when they don't.
Every campaign gets the same name:
Rep_Geo_Audience_Type_Month
Rep_A_Global_SecurityLeaders_CR_Aug
Rep_A_Global_SecurityLeaders_DM_Aug
Rep_A_Global_SecurityLeaders_DM_Extension_Aug
Boring. Here's why it matters.
Our reporting reads the campaign name. It pulls the rep from the first field, the campaign type from the fourth, the month from the last. Month-over-month replies per rep, per audience, per channel. Automatically.
Before the convention, the same team had campaigns called:
"CISO Banking New York", "already connected campaign", "not yet connected DM", "Cyber Leaders CR V1 August 14".
Every one of those landed in the error bucket. 25 replies with no owner. A dashboard we couldn't show anyone.
One underscore in the wrong place and a month of data blends into "unattributed".
The rules: Rep first. Geo second. Audience third. Type fourth (CR, DM, DM_Extension). Month last, three letters. No dates. No version numbers. No spaces.
Naming isn't hygiene. It's the schema your reports run on.
What naming convention should outbound campaigns use?
Rep_Geo_Audience_Type_Month
| Position | Field | Example | What the report pulls from it |
|---|---|---|---|
| 1 | Rep | Rep_A | Replies per rep |
| 2 | Geo | Global | Market split |
| 3 | Audience | SecurityLeaders | Who it went to |
| 4 | Type | CR, DM, DM_Extension | Connection request vs DM vs extension |
| 5 | Month | Aug | Month over month |
What goes wrong without a naming convention?
- "CISO Banking New York"
- "already connected campaign"
- "not yet connected DM"
- "Cyber Leaders CR V1 August 14"
Every one landed in the error bucket. 25 replies with no owner, and a dashboard we couldn't show anyone.
What do good campaign names look like?
Rep_A_Global_SecurityLeaders_CR_Aug
Rep_A_Global_SecurityLeaders_DM_Aug
Rep_A_Global_SecurityLeaders_DM_Extension_Aug
Rep_B_US_MSSP_CR_Sep
Rep_C_EMEA_EventAttendees_CR-InMail_Sep
Month-over-month replies per rep, per audience, per channel. Automatically.
What are the rules?
- Rep first, Geo second, Audience third. Who, where, to whom.
- Type fourth. CR, DM, DM_Extension, CR-InMail.
- Month last, three letters. No dates, no version numbers, no spaces.
One underscore in the wrong place and a month of data blends into "unattributed".