lead-generation-and-demand

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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.
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# 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

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## 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

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## 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 |

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## 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 |

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## 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%