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

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

Channel Strategy Matrix

Channel Performance (B2B SaaS)

Budget Allocation ($30-50k/month)

Lead Magnets

High-Converting Formats

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

Lead Classification

Email Nurture Sequences

Welcome Sequence (New Leads)

Metrics Targets

CAC Optimization

CAC Calculation

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

Benchmarks (B2B SaaS)

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

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

ABS Framework

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

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