Outbound Personalization Playbook
Scalable AI-assisted personalization frameworks across the entire market spectrum. Move beyond generic cold emails and build systems that generate highly relevant, signal-driven hooks for Whales, Dolphins, and Minnows.
What's inside
| File | What it does |
|---|---|
.agents/skills/SKILL.md | Orchestrator and routing logic |
.agents/skills/personalization-research-framework.md | Structured approach to prospect research |
.agents/skills/personalization-hook-builder.md | Converting research into strong hooks |
.agents/skills/personalization-at-scale-operator.md | AI-assisted personalization workflows |
.agents/skills/personalization-campaign-playbook.md | Decision frameworks for segmenting campaigns |
.agents/skills/personalization-quality-scoring.md | Scoring AI output quality before sending |
.agents/skills/personalization-data-collection-ops.md | Automation setup and data collection rules |
Prerequisites
- Clay or your preferred enrichment platform
- AI IDE (Claude Code, Cursor, Windsurf)
Installation
Cursor, Windsurf, or Generic AI IDE
- Clone the repo:
git clone https://github.com/forma-norden/outbound-personalization-playbook - Copy the
.agents/skills/directory into your project's.agents/skills/folder.
Claude Code
- Clone the repo:
git clone https://github.com/forma-norden/outbound-personalization-playbook - Copy the
.agents/skills/directory into your project's.claude/skills/folder.
Usage
Load the orchestrator in your IDE and state your goal. For example: I need to build an AI prompt to write a hook based on recent funding news.
Running tests
Use the prompt tests in tests/ to validate expected behavior and edge cases before deployment.
tests/README.mdinoutbound-personalization-playbook- Load each skill and run the corresponding test prompt
- Compare output against the validation checklist before rollout
Who this is for
GTM engineers, RevOps leads, VP Sales, and founders at B2B companies with 50 to 500 employees who are building or consolidating their outbound infrastructure and want to reduce tool sprawl through better-engineered GTM systems.
Ecosystem connections
This repository is designed to work as part of the Forma Norden open-source GTM ecosystem.
Works with
| Repo | Relationship | When to use together |
|---|---|---|
cold-email-copy-playbook | Parallel | Personalization hooks from here slot into the email templates provided over there. |
signal-based-list-building-workflow | Upstream | Signals detected in the list-building stage provide the raw data required for personalization here. |
clay-claude-code-skill-pack | Downstream | The prompts and logic defined in this playbook are physically executed inside Clay. |
linkedin-profile-dm-conversion-playbook | Parallel | Personalization strategies apply identically to cold LinkedIn DMs as they do to email. |
Suggested skill chains
- Email Campaign Build:
list-icp-definition(target list) >personalization-campaign-playbook(strategy) >personalization-at-scale-operator(build hooks) >copy-btl-practitioner-messaging(finish email) - Manual Enterprise ABM:
personalization-research-framework(research) >personalization-hook-builder(write intro) >copy-atl-executive-messaging(finish pitch)