How it works
The worked example
Every step below uses this ICP. Swap in your own and the prompts work the same way. The people and companies in the examples are made up.
Who
Founders, Sales Leaders and CMOs
Company
SaaS
Size
Over $1M revenue
Where
UK and US
Step 01 In Claude
Start in plain English. Claude reads your Ghost persona so it knows what you sell, then translates the ICP into the exact filters Find People understands, including the titles to leave out.
Here's my ICP: Founders, Sales Leaders and CMOs at SaaS companies with over $1M revenue in the UK and US. Read my Ghost persona first so you know what I sell. Then turn this ICP into Find People filters: job titles to include, titles to exclude, countries, industry and revenue bands. Show me the filters before you search.
get_personajob_title: Founder, Co-Founder, CEO,
VP Sales, Head of Sales, CRO,
CMO, VP Marketing
exclude: Assistant, Intern, Advisor,
Fractional
country: GB, US
company_signals:
industry: Software, SaaS
revenue: 1M-5M, 5M-10M, 10M-25M,
25M-75M, 75M-200MStep 02 In Ghost
Size the search before you import anything, so you only pull people you’ll actually contact. Company signals like hiring or new funding are a quick way to find the accounts most likely to buy now.
Count how many people match those filters. If it's more than 5,000, narrow it to companies that are hiring in sales or raised money in the last 90 days. Then import the top 100 into Ghost as a batch called "SaaS leaders UK/US – Oct".
count_people→search_people| Name | Title | Company | Country | Revenue |
|---|---|---|---|---|
| Priya N. | Co-founder & CEO | Ledgerloop | UK | $5M–10M |
| Marcus T. | VP Sales | Shiftboard Cloud | US | $10M–25M |
| Hannah O. | CMO | Clearpath HR | UK | $1M–5M |
| Daniel R. | Head of Sales | Fleetwise | US | $5M–10M |
| Sofia L. | Founder | Notewell | US | $1M–5M |
+ 95 more. Every contact is deduplicated against people you already have in Ghost.
Step 03 In Claude
Your prospects are fighting their own competitors. Knowing who they lose deals to gives you a first message that’s about their market, not your product.
For every company in that batch, find its 3 closest competitors. Use the company's website, its software review category and any "alternatives" or "vs" pages. For each one, note which competitors are bigger or better known, so we know who they're up against in a deal.
Step 04 In Claude
This is the research that makes a message feel written for one person. Claude reads their homepage, pricing and product pages and boils it down to the angle you’ll open with.
For each company, summarise in three lines: 1. How they position themselves (their one-line pitch) 2. Who they sell to (buyer title and company type) 3. How they say they're different from the competitors you found Then add one sentence on why winning attention on LinkedIn would matter to them specifically.
Step 05 In Ghost
Ghost scores every imported contact on 50 metrics, so you spend your best messages on the people most likely to reply. Pick your own cut-off; the tiers below are a sensible place to start.
Pull the batch from Ghost with each contact's lead score. Split them into Hot (70+), Warm (40–69) and Cold (under 40). Only Hot and Warm go into the campaign. Find work emails for those people so the email steps can send.
list_contacts→enrich_profiles| Name | Score | Why |
|---|---|---|
| Priya N. Ledgerloop | 86 | Strong ICP fit, posts weekly, liked 2 of your posts |
| Marcus T. Shiftboard Cloud | 74 | Strong ICP fit, company hiring SDRs |
| Hannah O. Clearpath HR | 58 | Good fit, active on LinkedIn, no engagement yet |
| Daniel R. Fleetwise | 47 | Good fit, rarely active |
| Sofia L. Notewell | 31 | Below revenue band on closer look |
Step 06 In Claude
Six steps over 17 days, alternating channels so you’re never sending two messages in a row on the same one. The invite goes with no note. Every message after it uses the research from steps 3 and 4.
Write a sequence for every Hot and Warm lead, using the competitor and positioning research: Step 1: connection request with no note Step 2: LinkedIn message (3 days later) Step 3: email (4 days later) Step 4: LinkedIn message (3 days later) Step 5: email (4 days later) Step 6: LinkedIn message (3 days later) LinkedIn messages under 60 words. Emails under 90 words with a plain subject line. No links before step 3. One clear ask per message. Show me 3 people's full sequences before you write the rest.
LinkedIn · Connection request
No note. A blank request reads like a normal connection.
LinkedIn · Message 1
Thanks for connecting, Priya. Saw Ledgerloop is going after the mid-market finance teams the big AP suites tend to price out. Curious: is much of your pipeline coming from LinkedIn yet, or is it still mostly referrals and paid?
Email · Email 1
Ledgerloop vs the big AP suites
Hi Priya, Mid-market AP is a crowded shortlist. The bigger suites have the brand; you have the faster rollout. Founders in that spot tend to win by being visible to finance leaders before the shortlist forms, and a lot of that happens on LinkedIn. Ghost runs that for you: content in your voice, warm outreach to the people already engaging, and a pipeline that tracks it. Worth a 20-minute look? Baz
LinkedIn · Message 2
Quick one: we can pull the UK finance leaders who engaged with AP-automation posts in the last 30 days. Plenty are at companies your size. Happy to send you the list, no strings.
Email · Email 2
Re: Ledgerloop vs the big AP suites
Priya, one more thought. Teams like yours usually get more replies from people who've already seen their posts than from cold lists. That's the idea behind Ghost: score everyone on fit and engagement, then reach the warm ones first. If the timing's off, just say and I'll close the loop.
LinkedIn · Message 3
Last nudge from me, Priya. If LinkedIn pipeline is on the list for Q1, I’m happy to show you how other UK SaaS founders run it. Either way, good luck with the mid-market push.
Step 07 In Ghost
Claude hands everything to Ghost as an MCP campaign: the six steps, the delays and each person’s own messages. It sits as a draft until you approve it. Once it’s live, Ghost paces sending within each LinkedIn profile’s daily limits and stops a sequence as soon as someone replies.
Create a Ghost MCP campaign called "SaaS leaders UK/US – Oct" with those 6 steps and delays. Add every Hot and Warm lead with their own messages. Don't start it yet. Show me the campaign summary, and start it when I say go.
create_mcp_campaign→add_mcp_contacts→start_mcp_campaignAfterwards, ask “How’s the campaign doing? Who’s accepted and who’s replied?” and your assistant reads it back with get_mcp_campaign_status.
create_mcp_campaign({
name: "SaaS leaders UK/US – Oct",
steps: [
{ step_type: "connection_request" },
{ step_type: "message", delay_days: 3 },
{ step_type: "email", delay_days: 4 },
{ step_type: "follow_up", delay_days: 3 },
{ step_type: "email", delay_days: 4 },
{ step_type: "follow_up", delay_days: 3 }
]
})
add_mcp_contacts({
campaign_id: "cmp_…",
contacts: [{
linkedin_url: "linkedin.com/in/…",
work_email: "priya@…",
messages: {
"2": "Thanks for connecting, Priya…",
"3": { subject: "Ledgerloop vs the big AP suites", text: "Hi Priya…" },
"4": "Quick one: we can pull…",
"5": { subject: "Re: Ledgerloop vs…", text: "Priya, one more…" },
"6": "Last nudge from me…"
}
}, …]
})
// after you approve
start_mcp_campaign({ campaign_id: "cmp_…" })Run it in one go
Paste this into Claude with the Ghost MCP connected. Change the ICP line to your own. Claude stops to show you the filters, three sample sequences and the campaign summary, and waits for your go before anything sends.
Run my outbound playbook in Ghost. ICP: Founders, Sales Leaders and CMOs at SaaS companies with over $1M revenue in the UK and US. 1. Read my Ghost persona, then turn the ICP into Find People filters. Show me the filters. 2. Count matches, then import the top 100 into a batch called "SaaS leaders UK/US – Oct". 3. For each company, find its 3 closest competitors. 4. For each company, summarise how it positions itself, who it sells to and how it's different. 5. Pull Ghost lead scores. Keep Hot (70+) and Warm (40–69). Find work emails for them. 6. Write a 6-step sequence per person: blank connection request, then LinkedIn, email, LinkedIn, email, LinkedIn, 3–4 days apart. Use the research. LinkedIn under 60 words, emails under 90. 7. Create the campaign in Ghost with every lead's messages. Show me 3 samples and the summary, and wait for my go before starting it.
FAQ
Which AI assistants can run this playbook?
Any assistant that supports the Model Context Protocol and can search the web: Claude, ChatGPT and Grok all work. The research steps (competitors and positioning) use your assistant’s web search. The list building, scoring and sending run in Ghost through the MCP.
Why is the connection request blank?
A blank request reads like a normal connection rather than a pitch, so more people accept. All the personal research goes into the first message, which arrives once they’ve already said yes.
How does Ghost lead score each contact?
Every contact is scored on 50 metrics, including how well they fit your ICP, their profile data, how active they are on LinkedIn and how much they’ve engaged with you. Scores update as people engage, so a Warm lead who starts liking your posts moves up.
Will anything send before I’ve checked it?
No. An MCP campaign is created as a draft. Nothing sends until your assistant calls start_mcp_campaign, and the playbook prompts tell it to wait for your go. You can also rewrite any person’s messages first with set_contact_messages.
Is it safe for my LinkedIn account?
Ghost paces every step within each LinkedIn profile’s normal daily limits, the same as any other Ghost campaign. Writing 100 sequences in one go doesn’t mean sending 100 invites in one day.
Why not use templates with merge tags?
MCP campaigns don’t use merge tags. Every message is written for one person, so it can mention their competitors and how they position themselves, which a template can’t.
What happens when someone replies?
Ghost stops their sequence, the reply lands in your Ghost inbox, and they show up in your pipeline. Ask your assistant “who replied this week?” and it can draft the next message from the full conversation history.
The Ghost MCP is included on every plan. 7-day free trial.