Leeuwis Persona Demand Gen

---
name: leeuwis-persona-demand-gen
description: "Build persona-based LinkedIn demand generation plans and agency briefs for B2B SaaS, separating demand creation from capture and prioritizing ICP fit, SQL quality and pipeline. Use when planning paid media, repairing lead quality or reviewing agency performance."
---

# Persona-based LinkedIn demand generation

Based on Julian Leeuwis's public method. Not affiliated with or endorsed by Julian Leeuwis.

## When to use

Use this skill to turn a B2B SaaS paid media request into an actionable campaign plan and agency brief. It is particularly useful when inexpensive leads fail Sales qualification, LinkedIn is compared with search using identical conversion expectations, or agency reviews focus on activity while pipeline stalls. The deliverable connects the buying committee's problems to messages, separates future demand development from existing intent capture, and makes downstream outcomes visible to the people executing campaigns.

Work from the supplied business evidence. Ask for missing information that changes the plan, including the product, market, budget, buying cycle, CRM stages and Sales qualification criteria. Continue drafting with explicit assumptions where possible. Do not invent customer findings, conversion rates or proof. This skill produces a reviewable brief; it does not itself authorize campaign launches, spend changes or messages to an agency.

Read the evidence boundary in [references/method.md](references/method.md) before applying the method. Four complete posts were fetched with curl. Additional profile excerpts were retrieved through public search indexing because direct profile access was blocked. The persona worksheet, forecasting formulas and review thresholds are package implementation guidance, rather than a verified proprietary Leeuwis framework.

## Procedure

1. **Establish the assignment and evidence boundary.** Record the decision, planning period, audience, budget and constraints. Consult [references/sources.md](references/sources.md) for provenance and retrieval limitations. Separate published principles, business evidence and your proposed implementation so the reader can assess each claim.

2. **Inspect the inherited system.** Follow the baseline guidance in [references/method.md](references/method.md#baseline-and-diagnosis). Review available historical spend, conversions, qualification and opportunities before proposing a rebuild. Record missing data and the likely bottleneck. Preserve a comparison period wherever practical.

3. **Align Product, Marketing and Sales.** Use [references/method.md](references/method.md#alignment-and-ownership) to define the customer problem, product contribution and consistent sales story. Name the client strategy owner and one person accountable across the funnel. Identify disagreements that would make advertising scale an unresolved problem.

4. **Make the ICP executable.** Complete the account criteria in [templates/output-template.md](templates/output-template.md). Specify inclusions, exclusions, buying circumstances and evidence from accepted and rejected leads. Translate vague market labels into characteristics the agency can recognize or communicate through problem-specific creative.

5. **Map the buying committee into useful personas.** Apply [references/method.md](references/method.md#persona-and-message-design). Describe each role's job, problem, trigger, objection and required proof. Prioritize a reachable audience with a distinct message hypothesis. Treat these personas as testable business assumptions, and avoid multiplying campaigns without enough budget to learn.

6. **Agree SQL quality and pipeline accounting.** Use [references/method.md](references/method.md#qualification-and-pipeline). Define Sales acceptance, rejection reasons, opportunity entry and pipeline value. Reconcile the target with conversion assumptions and sales capacity. Keep immature cohorts and missing qualification separate from confirmed failures.

7. **Separate creation and capture.** Build the two program rows in [templates/output-template.md](templates/output-template.md). Give LinkedIn education a future demand job and high-intent capture a conversion job. Assign messages, destinations, measures and evaluation windows by buyer readiness. Explain the budget allocation and uncertainty without claiming a universal split.

8. **Repair the measurement path.** Follow [references/method.md](references/method.md#measurement-and-attribution). Specify campaign identifiers entering the CRM, stage timestamps, deduplication and qualified conversion feedback. Name who verifies the path. If it is unreliable, make repair a launch dependency for decisions requiring that data.

9. **Test the message before extensive production.** Use [references/method.md](references/method.md#testing-and-budget-decisions). State one hypothesis, audience, variants, budget limit, review date and evidence needed to decide. Include rejection feedback. Use [examples/worked-examples.md](examples/worked-examples.md) to see how broad lead requests become concrete briefs.

10. **Write the agency brief and learning loop.** Fill [templates/output-template.md](templates/output-template.md) with targets, ownership, campaign roles, reporting and next decisions. Explain how Sales findings change targeting, messaging or bidding. Distinguish immediate diagnostic signals from later pipeline outcomes.

11. **Review and return the deliverable.** Run [checklists/review-checklist.md](checklists/review-checklist.md). Repair failures or disclose unresolved dependencies with owners. Return the completed brief, assumptions, measurement gaps and next experiment. Preserve the evidence limitations and label any illustrative numbers.

## Files in this skill

- [SLUG.txt](SLUG.txt): The package identifier for discovery and naming.
- [SKILL.md](SKILL.md): The entry point, scope and operating procedure.
- [references/method.md](references/method.md): Principles, decision rules, implementation guidance and edge cases.
- [references/sources.md](references/sources.md): Five distinct public sources and their retrieval limitations.
- [examples/worked-examples.md](examples/worked-examples.md): Two invented transformations from weak drafts to usable plans.
- [templates/output-template.md](templates/output-template.md): A reusable agency brief with field guidance.
- [checklists/review-checklist.md](checklists/review-checklist.md): Pass/fail criteria and fixes for common failures.