Campaign Mastery & Reply Playbook

The complete strategy guide for choosing the right campaigns, optimizing your messaging, and converting interested replies into booked meetings.

Who This Guide Is For

This guide is for Valley users who have completed their initial setup and are ready to think strategically about their campaigns.

What You Will Learn

• Which campaign types to run for your specific goals

• The exact campaign mix that top-performing Valley customers use

• Why warm lists dramatically outperform cold and how to maximize that advantage

• Why InMail is your highest-converting channel and how to use it

• How to handle every type of interested reply to maximize meeting bookings

Part 1: The Campaign Strategy Framework

Most Valley users make the same mistake: they jump straight into cold list campaigns because that is what they are used to from other tools. Valley is different. The entire platform is built around warm signals.

The Warm-First Rule

Your first two weeks on Valley should be warm list campaigns only.

Warm lists consistently deliver reply rates 3-15x higher than cold outreach.

Campaign Types: When to Use Each

Warm List Campaigns

Warm list campaigns pull prospects from your configured warm lists. Valley scores each prospect against your ICP and automatically routes High fits to your campaigns.

Create one campaign per warm list and set Reachout via to Both. Valley routes open profiles to InMail and closed profiles to Messaging automatically.

SalesNav Campaigns

SalesNav campaigns let you import prospects from a Sales Navigator search.

CSV Campaigns

CSV campaigns let you upload a list from any source.

Re-Engagement Campaigns

After your first month, re-engagement campaigns target warm-but-dormant contacts.

Part 2: The Recommended Campaign Mix

Top-performing Valley customers run a specific combination of campaigns covering warm signals and cold outreach.

The Standard Campaign Stack

For each warm list source, create one campaign with Both selected so Valley can use Messaging and InMail from the same setup flow.

For broader reach, do the same for imported SalesNav or CSV lists.

The work is in the setup, not the management.

Why Messaging + InMail Together Matter

Every warm list and imported list should use both channels:

Open Profiles: Valley routes these to InMail.

Closed Profiles: Valley routes these to Messaging.

If you only run Messaging, you miss open profile prospects. If you only run InMail, you miss closed profile prospects. Selecting Both ensures every prospect gets reached through the right channel.

The Single-Creation Technique

For SalesNav and CSV campaigns:

1. Create one campaign from the list

2. In Reachout via, click Both

3. Let Valley route open and closed profiles automatically

You do not need to upload the same list twice or manually split your list.

Ideal List Sizes

• Warm lists: Run continuously

• SalesNav/CSV: 500-2,000 prospects per list is the sweet spot

• Maximum CSV upload: ~3,000 prospects

After launching any cold list campaign, immediately Delete Low ICP Fits.

Part 3: The InMail Advantage

InMail is one of the most important drivers of booked meetings.

Why InMails Outperform Connection Requests

• No acceptance barrier: InMails land directly in the prospect's inbox.

• No character limit: InMails have more room than connection requests.

• Higher visibility: InMails get push notifications and email notifications from LinkedIn.

What You Need for InMails

InMails require Sales Navigator.

Part 4: The Reply Playbook

Getting interested replies is half the battle.

Response Speed

Respond to interested replies the same day.

Part 5: Campaign Performance Benchmarks

You need to know what good looks like.

Reply Rate Benchmarks

• Warm list campaigns: 15-30% reply rate

• Cold list campaigns: 5-15% reply rate

Part 6: Advanced Campaign Tactics

The Multi-Signal Stack

The most advanced Valley users layer multiple warm signals.

Part 7: Campaign Health Monitoring

Set it up once, but do not forget about it.

Part 8: Are You Getting Full Value?

Healthy signals:

• Warm list campaigns running and generating daily prospects

• Campaigns using both Messaging and InMail

• Autopilot enabled on launched campaigns

At-risk signals:

• Only running cold campaigns

• Only using one channel instead of selecting Both

• Campaigns stuck in Training Mode

Quick Reference: The 10 Rules

1. Warm first, cold second.

2. Use both channels. Select Both so Valley can use Messaging + InMail in one campaign.

3. InMails are your meeting engine.

4. Click Launch.

For the setup walkthrough, see How to Create a Campaign. For review and launch, see Training Mode & Launching Campaigns. For InMail behavior, see Can I send follow-up InMails in one campaign?.