Campaigns
A campaign is how Axis turns strategy into pipeline. Define who you want to reach, what you want to say, and which channels to use — then let the agent squad execute it. Axis handles the sequencing, timing, personalization, compliance review, and real-time optimization. Your team handles the calls.
What a campaign includes
Every campaign in Axis captures the full picture of an outreach motion in one place:
- Audience definition — the ICP criteria and lead groups this campaign targets
- Channel strategy — which channels to use (email, LinkedIn DM, LinkedIn InMail, ads) and in what order
- Messaging framework — value propositions, tone, hooks, and objection handling for this specific audience
- Agent squad — which of the 12 agents are active for this campaign
- Execution schedule — pacing, cooling periods, and time zone boundaries
- Analytics — live funnel metrics, attribution, and ROI
Building a campaign
The guided campaign wizard walks you through six steps: selecting a starting template from over 100 archetypes, naming the campaign and setting its goal, defining the messaging strategy, selecting lead groups and estimating reach, previewing the complete configuration with cost and projected performance, and saving to draft.
Campaigns start in draft status. Before they go live, you run a test.
Testing before you launch
Every campaign runs a test cohort before reaching your full audience. The test sends to a small group — 50 contacts by default — and validates deliverability, spam scoring, compliance requirements, and message rendering across email clients. You see sample rendered messages, estimated performance metrics for the full campaign, and any issues that need resolving before launch.
Nothing reaches your audience at scale until the test passes.
The launch preview
Before confirming a launch, Axis generates a full pre-flight summary: how many leads will be contacted, which channels will be used, a detailed cost estimate broken down by inference, enrichment, and channel costs, and projected open rates, reply rates, and meeting booking rates based on similar campaigns.
You confirm the launch with an optional budget cap. If spending reaches the cap, Axis pauses new sends automatically — in-progress sequences complete, nothing is cut off mid-conversation.
Multi-touch sequences
Campaigns aren't single messages. They're sequenced, multi-channel conversations with logic built in. A typical pipeline campaign might start with a LinkedIn connection request, follow with an email three days later if the connection was accepted, send a follow-up email five days after that if there's no reply, and close with a LinkedIn direct message if still no response.
Each step has conditions. Axis only sends when the condition is met — it doesn't blindly fire every step regardless of what happened before.
Performance adaptation
Campaigns adapt as data comes in. If open rates fall below expected ranges, Axis flags subject line variants to test. If reply rates underperform, it can escalate to a more capable model for copy generation. Adaptation rules are configurable — you decide what thresholds trigger what actions.
Agent squads
Not every campaign needs all 12 agents. A brand awareness campaign might only need the Messaging Strategist, Copywriter, and Governance agent. A full pipeline campaign activates the complete suite: ICP Architect, Lead Intelligence, Messaging Strategist, Copywriter, Outreach Orchestrator, Social Amplification, Funnel Optimization, Conversion Closer, Revenue Analyst, and Governance & Compliance.
Squads scale to the campaign's purpose.
Campaign states
| State | Meaning | |-------|---------| | Draft | Created, not yet tested or launched | | Testing | Running test cohort | | Ready | Test passed, approved to launch | | Active | Live — agents executing | | Paused | Manually paused, state preserved | | Completed | All sequences finished | | Archived | No longer active |
Pausing a campaign preserves all state. When you resume, sequences pick up exactly where they left off. No contacts receive duplicate messages.
Campaign cloning
Successful campaign configurations can be cloned to create variants — same structure, different audience or messaging. A campaign targeting VP Engineering at SaaS companies can become a separate campaign targeting the same titles at HealthTech companies in minutes, with only the industry-specific messaging overridden.
Built-in AI suggestions
While a campaign is running, Axis continuously analyzes performance and surfaces specific, actionable suggestions: subject line changes when open rates underperform, message timing adjustments when reply patterns shift, audience segment recommendations when certain lead profiles respond significantly better than others.
The suggestions are grounded in actual data from your campaign, not generic best practices.
See the 12-agent system → See lead management → See cost controls →