lead-generation-and-demand — Claude Code skill: B2B lead gen

---
name: lead-generation-and-demand
description: Comprehensive B2B demand generation and lead acquisition skill. Use when building lead generation systems, creating demand acquisition campaigns, optimizing CAC, designing lead magnets, conducting lead research, or planning multi-channel demand strategies. Covers ICP definition, funnel strategy, channel optimization, lead scoring, attribution, and pipeline generation for B2B SaaS.
---

# Lead Generation & Demand

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Comprehensive demand generation playbook for B2B SaaS companies focused on pipeline creation, CAC optimization, and multi-channel lead acquisition.

## Quick Start

1. **Define ICP** — Identify ideal customer profile (firmographics, psychographics, technographics)
2. **Map Funnel** — TOFU → MOFU → BOFU stages with clear goals
3. **Select Channels** — Prioritize by CAC, lead quality, and timeline
4. **Create Assets** — Lead magnets, landing pages, nurturing sequences
5. **Launch & Optimize** — Track, measure, iterate continuously

---

## ICP Framework

### Firmographics

| Element | Question | Example |
|---------|----------|---------|
| Industry | What sector? | B2B SaaS, Fintech, Healthcare |
| Company Size | Employee count? | 50-500 employees |
| Revenue | Annual revenue? | $5M-$50M ARR |
| Geography | Where? | US, UK, EU |

### Psychographics

- **Values**: What matters to them?
- **Pain Points**: What keeps them up at night?
- **Goals**: What are they trying to achieve?

### Technographics

- Current tools and stack
- Technology gaps
- Integration needs

---

## Full-Funnel Strategy

### Funnel Stages

| Stage | Goal | Content | Channels | Metrics |
|-------|------|---------|----------|---------|
| **TOFU** (Awareness) | Attract visitors | Blog, guides, calculators | SEO, social, content | Traffic, new visitors |
| **MOFU** (Consideration) | Capture leads | Whitepapers, webinars, case studies | Email, retargeting, gated content | Leads, MQLs |
| **BOFU** (Decision) | Convert opportunities | Demos, consultations, proposals | Sales outreach, direct | SQLs, opportunities |

---

## Channel Strategy Matrix

### Channel Performance (B2B SaaS)

| Channel | CAC Range | Lead Quality | Timeline | Priority |
|---------|-----------|--------------|----------|----------|
| SEO/Content | $50-150 | High | 6-12 months | ⭐⭐⭐⭐⭐ |
| LinkedIn Ads | $150-400 | High | Immediate | ⭐⭐⭐⭐⭐ |
| Google Search | $80-250 | Very High | Immediate | ⭐⭐⭐⭐⭐ |
| Webinars | $100-200 | High | 2-4 weeks | ⭐⭐⭐⭐ |
| Email Nurture | $20-50 | Medium-High | Ongoing | ⭐⭐⭐⭐ |
| Referrals | $0-50 | Very High | Variable | ⭐⭐⭐⭐⭐ |

### Budget Allocation ($30-50k/month)

| Channel | Budget | Expected MQLs | Expected SQLs |
|---------|--------|---------------|---------------|
| LinkedIn | $15k | 50 | 10 |
| Google Search | $12k | 80 | 20 |
| Google Display | $5k | 120 | 5 |
| Meta | $5k | 100 | 8 |
| Partnerships | $3k | 20 | 5 |

---

## Lead Magnets

### High-Converting Formats

| Type | Conversion Rate | Best For |
|------|-----------------|----------|
| Interactive Calculator | 15-30% | Technical evaluation |
| Technical Guide/Whitepaper | 10-20% | Education |
| Case Study (detailed) | 8-15% | Social proof |
| Webinar Registration | 20-40% | Engagement |
| Free Assessment | 25-40% | Qualification |
| Code Repository | 10-25% | Developer trust |

### Lead Magnet Hooks

1. **Quick Win** — "The 5-Minute Audit"
2. **Forbidden Knowledge** — "Secrets agencies don't want you to know"
3. **Shortcut** — "30-Day Framework Instead of 90 Days"
4. **Social Proof** — "How 500+ Founders Achieved X"
5. **Diagnosis** — "Discover Your Blind Spots"

---

## Landing Page Framework

### High-Converting Structure

```
┌─────────────────────────────────────┐
│ HEADLINE (Clear value proposition) │
├─────────────────────────────────────┤
│ SUBHEADLINE (Supporting benefit)     │
├─────────────────────────────────────┤
│ HERO IMAGE/VIDEO │ FORM              │
│ Visual proof        │ Name, Email    │
│                     │ Company        │
│                     │ [CTA Button]   │
├─────────────────────────────────────┤
│ SOCIAL PROOF (Logos, testimonials)   │
├─────────────────────────────────────┤
│ BENEFITS (3-5 key benefits)           │
├─────────────────────────────────────┤
│ SECONDARY CTA                        │
└─────────────────────────────────────┘
```

### Conversion Checklist

- [ ] Single, clear CTA
- [ ] Minimal form fields (3-5 max)
- [ ] Above-the-fold value proposition
- [ ] Social proof visible
- [ ] Mobile optimized
- [ ] Fast load time (<3s)
- [ ] No navigation distractions

---

## Lead Scoring Model

### Scoring Criteria

| Category | Criteria | Points |
|----------|----------|--------|
| **Fit** | Target industry | +20 |
| | Company size 50-5000 | +15 |
| | Decision maker title | +25 |
| | Target geography | +10 |
| **Engagement** | Downloaded lead magnet | +10 |
| | Attended webinar | +20 |
| | Visited pricing page | +15 |
| | Multiple site visits | +5 each |
| | Email engagement | +5 per click |
| **Negative** | Student/academic | -30 |
| | Competitor | -50 |
| | Unsubscribed | -20 |

### Lead Classification

| Score | Classification | Action |
|-------|---------------|--------|
| 80+ | SQL | Sales outreach |
| 50-79 | MQL | Nurture + sales alert |
| 20-49 | Engaged Lead | Continue nurturing |
| <20 | Cold Lead | Long-term nurture |

---

## Email Nurture Sequences

### Welcome Sequence (New Leads)

| Email | Timing | Goal |
|-------|--------|------|
| 1: Welcome | Immediate | Deliver content, set expectations |
| 2: Value Add | Day 2 | Related helpful content |
| 3: Social Proof | Day 4 | Case study highlight |
| 4: Education | Day 7 | Technical insight |
| 5: Soft Offer | Day 10 | Introduce services |

### Metrics Targets

| Metric | Target |
|--------|--------|
| Open Rate | >25% |
| Click Rate | >3% |
| Unsubscribe | <0.5% |

---

## CAC Optimization

### CAC Calculation

```
CAC = Total Marketing & Sales Costs / Number of New Customers
```

### Benchmarks (B2B SaaS)

| Company Stage | Target CAC | LTV:CAC Ratio |
|---------------|------------|---------------|
| Early | $500-2000 | >3:1 |
| Growth | $300-1000 | >4:1 |
| Scale | $200-500 | >5:1 |

### Reduction Strategies

1. Improve conversion rates — Better landing pages, forms
2. Increase organic traffic — SEO, content marketing
3. Referral programs — Leverage satisfied customers
4. Lead scoring — Focus sales on high-intent leads
5. Marketing automation — Scale without headcount

---

## Attribution Modeling

### Multi-Touch Attribution

| Model | First Touch | Middle | Last Touch |
|-------|-------------|--------|------------|
| First Touch | 100% | 0% | 0% |
| Last Touch | 0% | 0% | 100% |
| Linear | 33% | 33% | 33% |
| **Recommended (U-Shape)** | 40% | 20% | 40% |
| **Recommended (W-Shape)** | 40% | 20% | 40% |

### UTM Structure

```
utm_source={channel}
utm_medium={cpc|email|organic}
utm_campaign={id}
utm_content={variant}
utm_term={keywords}
```

---

## Lead Research Framework

### Research Process

1. **Analyze Product/Service** — Understand value proposition
2. **Define ICP** — Industry, size, location, pain points
3. **Find Companies for matching** — Search companies
4. **Prioritize** — Score by fit (1-10)
5. **Research Contacts** — Identify decision makers

### Output Format

For each lead provide:
- Company name and website
- Why they're a good fit (2-3 specific reasons)
- Priority score (1-10 with explanation)
- Target decision maker role
- Personalized outreach strategy

---

## Paid Media Playbook

### LinkedIn Ads

**Campaign structure**: Awareness → Consideration → Conversion
**Targeting**: Company size 50-5,000, Director+ titles, SaaS/Tech
**Creative**: Thought leadership, social proof, problem-solution

### Google Ads

**Priority**: Brand → Competitor → Solution → Problem → Display
**Bid strategy**: Manual CPC → Target CPA at 50+ conversions
**Ad copy**: 15 headlines covering value props, features, CTAs

---

## Account-Based Sales (ABS)

### When to Use ABS

| Criteria | Threshold |
|----------|-----------|
| ACV | >$25K |
| TAM | <5,000 accounts |
| Buying committee | 3+ stakeholders |
| Sales cycle | >60 days |

### ABS Framework

| Element | Execution |
|---------|-----------|
| Target list | 50-200 named accounts, tiered |
| Account research | 30 min per Tier 1 account |
| Multi-threading | 3-5 contacts per account |
| Custom content | Pain-specific messaging |
| Orchestration | Coordinated email + LinkedIn + ads |

---

## Best Practices

### Do

1. Start with ICP definition
2. Focus on fewer, higher-quality channels
3. Create valuable lead magnets
4. Nurture before selling
5. Track attribution carefully
6. Continuously optimize conversion

### Don't

1. Buy email lists
2. Spam cold prospects
3. Gate all content
4. Ignore lead quality for quantity
5. Skip the nurture stage
6. Neglect existing leads

---

## Error Handling

| Issue | Cause | Solution |
|-------|-------|----------|
| Low conversion rate | Poor offer/targeting | Test new lead magnets, refine ICP |
| High CAC | Inefficient channels | Shift budget to performing channels |
| Low lead quality | Too broad targeting | Tighten ICP, add qualification |
| Email deliverability | List hygiene issues | Clean list, warm up domain |

---

## Metrics Dashboard

### Weekly

- [ ] New leads by source
- [ ] Conversion rates by channel
- [ ] Email performance
- [ ] Lead score distribution

### Monthly

- [ ] MQL → SQL conversion
- [ ] CAC by channel
- [ ] Attribution analysis
- [ ] Funnel velocity

---

## Related Skills

- [conversion-rate-optimization](../conversion-rate-optimization/SKILL.md) - CRO frameworks
- [growth-strategy](../growth-strategy/SKILL.md) - Growth loops and channels
- [outbound-email-strategy](../outbound-email-strategy/SKILL.md) - Cold outreach
- [sales-and-revenue-operations](../sales-and-revenue-operations/SKILL.md) - Sales processes