Running outbound campaigns with NORA

Objective

Link: https://nagent.ai/admin/outbound

Objective

This SOP explains how to use Nora to build, save, schedule, and monitor outbound prospecting campaigns. It also covers how to use Nora’s chat surface to create new ICPs and convert them into leads, CRM imports, and outreach actions.

Key Steps

1. Open the prospecting surface and define your target audience

• Open Nora’s working surface for prospecting.
• Choose the outbound campaign workflow.
• Enter your target industry, audience roles, geography, and pain points.
• Example inputs:
  • Industries: Direct-to-consumer, FMCG, e-commerce, fashion
  • Roles: CMO, VP Marketing, Head of Performance Marketing, Head of Growth
  • Geography: US, UK
  • Pain point: Need an autonomous AI team to grow business without increasing budget
• Select the contact data you want returned, such as email and phone number.

2. Run a one-time search to generate leads

• After entering your filters, click search to run a one-time prospecting search.
• Review the returned profiles and confirm they match your ICP.
• Use this option when you only need a single lead list and do not need recurring searches.

3. Review the lead results and available actions

• Check the generated profiles and verify the data returned.
• Typical fields include:
  • Name
  • Designation
  • Email ID
  • Location
  • Industry
  • LinkedIn profile
• Use the LinkedIn link to send a connection request or direct message.
• If needed, import the lead into your CRM for downstream follow-up.

4. Save the search as a recurring campaign

• Click Save as a campaign to turn the search into a reusable workflow.
• Give the campaign a clear name that reflects the ICP and geography.
• Optional: add a description if helpful, but it is not required.
• Use this option when the ICP is stable and you want Nora to find new leads regularly.

5. Configure ICP filters and campaign criteria

• Set or refine the ICP filters inside the campaign.
• Choose relevant industries and add more if needed.
• Select company size targets, such as small and medium enterprises.
• Leave company domains blank unless you have a specific list of target accounts.
• Add keywords only if they improve targeting for your use case.

6. Set execution rules and scheduling

• Define the maximum number of profiles per run.
• Choose whether the campaign should only import contacts or also support A/B testing.
• Open the scheduling settings.
• Set the campaign to run daily or weekly.
• Example schedule:
  • Run daily at 9:00 AM
  • Pull 15 new leads per day
• Save the changes to activate the schedule.

7. Monitor campaign progress and lead enrichment

• Return to the campaign page to monitor active and past campaigns.
• Allow time for Nora to find and process leads.
• Review the generated profiles once the run completes.
• Check which leads were enriched and which were automatically imported into the CRM based on ICP match.

8. Review enriched leads and approve outreach

• Open an enriched lead record to view the full lead profile.
• Review the lead details and the suggested pitch.
• Check the drafted email Nora created for the lead.
• Approve the email if it is accurate and send it directly from the lead record.

9. Use Nora chat to create new ICPs and lead strategies

• Open Nora’s chat surface to request new ICPs or lead-generation ideas.
• Ask Nora to act like a chief of sales and help define target segments.
• Example prompt: ask Nora what you can target for AI marketing teams or agency use cases.
• Wait for Nora to generate recommended ICPs and lead segments.
• Use the chat output to create new lead-generation actions.

10. Track work through the pipeline and system records

• After chatting with Nora, review the system records and pipeline views.
• Check the prospect list, draft queues, and other actions created by Nora.
• Confirm that the workflow is not a black box by validating what was researched, enriched, and queued.
• Monitor how leads move through the pipeline and into CRM or outreach actions over time.

Cautionary Notes

• Do not assume every generated lead is ready to contact. Always verify ICP fit before sending emails or DMs.
• Review enrichment quality. Some leads may not be fully enriched immediately and may require a later sync.
• Be careful with scheduling. Running campaigns daily can quickly generate many leads; confirm your team can handle the volume.
• Only import CRM-ready leads. Ensure the lead matches your criteria before allowing automatic CRM import.
• Check outreach drafts before approval. Nora-generated emails should be reviewed for accuracy, tone, and compliance before sending.

Tips for Efficiency

• Save stable ICP searches as recurring campaigns to avoid rebuilding filters each time.
• Use clear campaign names that include role, industry, and geography.
• Start with a smaller daily lead volume, then increase once the workflow is validated.
• Keep company domains and keywords blank unless they improve targeting.
• Use the chat surface to explore new ICPs before creating a campaign.
• Review the pipeline regularly so you can catch enrichment or CRM sync issues early.