Lead Generation

---
name: lead-generation
description: B2B demand generation with CAC optimization, multi-channel strategies, and lead qualification frameworks. Use for lead acquisition, nurture campaigns, and conversion optimization. Based on alirezarezvani/claude-skills.
version: 1.0.0
category: marketing
last_updated: 2026-01-19
source: https://github.com/alirezarezvani/claude-skills
related_skills:
  - content-strategy
  - seo-optimizer
  - competitive-analysis
---

# Lead Generation Skill

## Overview

This skill provides comprehensive B2B demand generation capabilities including multi-channel strategies, lead qualification frameworks, CAC optimization, and attribution modeling. Designed for technical services companies targeting engineering decision-makers.

## Quick Start

1. **Define ICP** - Identify ideal customer profile
2. **Map funnel** - TOFU → MOFU → BOFU stages
3. **Select channels** - Prioritize by CAC and fit
4. **Create assets** - Lead magnets, landing pages
5. **Launch and optimize** - Track, measure, iterate

## When to Use

- Building lead generation systems
- Optimizing customer acquisition cost
- Creating lead magnets and landing pages
- Setting up email nurture campaigns
- Qualifying and scoring leads
- Attribution and ROI analysis

## Ideal Customer Profile (ICP)

### ICP Framework for AceEngineer

```markdown
## Target Customer Profile

### Firmographics
- Industry: Oil & Gas, Offshore Wind, Marine Engineering
- Company Size: 50-5,000 employees
- Revenue: $10M - $1B
- Geography: US, UK, Norway, Netherlands, Australia

### Technographics
- Uses: FEA/CFD software (ANSYS, OrcaFlex, etc.)
- Needs: Engineering automation, AI capabilities
- Challenges: Manual analysis, long project cycles

### Psychographics
- Values: Technical rigor, innovation, reliability
- Pain points: Resource constraints, project delays
- Goals: Efficiency, accuracy, competitive advantage

### Buying Committee
| Role | Priority | Concerns |
|------|----------|----------|
| Engineering Manager | Decision Maker | Budget, ROI, risk |
| Principal Engineer | Influencer | Technical capability |
| Procurement | Gatekeeper | Compliance, contracts |
```

## Full-Funnel Strategy

### Funnel Stages

```
TOFU (Top of Funnel) - Awareness
├── Goal: Attract relevant visitors
├── Content: Blog posts, guides, calculators
├── Channels: SEO, social media, content marketing
└── Metric: Traffic, new visitors

MOFU (Middle of Funnel) - Consideration
├── Goal: Capture and nurture leads
├── Content: Whitepapers, webinars, case studies
├── Channels: Email, retargeting, gated content
└── Metric: Leads, MQLs

BOFU (Bottom of Funnel) - Decision
├── Goal: Convert to opportunities
├── Content: Demos, consultations, proposals
├── Channels: Sales outreach, direct engagement
└── Metric: SQLs, opportunities

SALES HANDOFF
├── Goal: Close deals
├── Process: Qualification, proposal, negotiation
└── Metric: Closed won, revenue
```

## Channel Strategy Matrix

### Channel Performance (B2B Engineering)

| Channel | CAC Range | Lead Quality | Timeline |
|---------|-----------|--------------|----------|
| 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 |

### Channel Prioritization

For early-stage (AceEngineer):
1. **SEO/Content** - Long-term, sustainable
2. **LinkedIn organic** - Free, targeted reach
3. **Email list building** - Own your audience
4. **Webinars** - Demonstrate expertise
5. **Paid ads** - Scale when ready

## Lead Magnets

### High-Converting Lead Magnets for Engineering

| 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 Template

```markdown
## Lead Magnet: [Name]

### Format: [Calculator/Guide/Webinar/etc.]

### Target Persona: [Who is this for?]

### Value Proposition
What problem does this solve?
What will they learn/get?

### Content Outline
1. [Section 1]
2. [Section 2]
3. [Section 3]

### Call to Action
Primary: [What should they do next?]
Secondary: [Alternative action]

### Promotion Plan
- Landing page URL
- Social posts (X posts)
- Email sequence (X emails)
- Distribution channels
```

## Landing Page Framework

### High-Converting Structure

```
┌─────────────────────────────────────┐
│ HEADLINE                            │
│ Clear value proposition             │
├─────────────────────────────────────┤
│ SUBHEADLINE                         │
│ Supporting benefit statement        │
├─────────────────────────────────────┤
│ HERO IMAGE/VIDEO  │  FORM           │
│ Visual proof      │  - Name         │
│                   │  - Email        │
│                   │  - Company      │
│                   │  [CTA Button]   │
├─────────────────────────────────────┤
│ SOCIAL PROOF                        │
│ Logos, testimonials, stats          │
├─────────────────────────────────────┤
│ BENEFITS (3-5)                      │
│ What they'll get/learn              │
├─────────────────────────────────────┤
│ SECONDARY CTA                       │
│ Alternative action                  │
└─────────────────────────────────────┘
```

### Conversion Optimization 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
- [ ] Privacy policy linked

## Email Nurture Sequences

### Welcome Sequence (New Leads)

```markdown
## Email 1: Welcome (Immediate)
- Thank for downloading/signing up
- Deliver promised content
- Set expectations
- CTA: Engage with content

## Email 2: Value Add (Day 2)
- Related helpful content
- No pitch, pure value
- CTA: Read blog/case study

## Email 3: Social Proof (Day 4)
- Case study highlight
- Results achieved
- CTA: View full case study

## Email 4: Education (Day 7)
- Technical insight
- Position as expert
- CTA: Explore more resources

## Email 5: Soft Offer (Day 10)
- Introduce services
- How you can help
- CTA: Schedule consultation
```

### Metrics per Email

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

## 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 Qualified) | Sales outreach |
| 50-79 | MQL (Marketing Qualified) | Nurture + sales alert |
| 20-49 | Engaged Lead | Continue nurturing |
| <20 | Cold Lead | Long-term nurture |

## CAC Optimization

### CAC Calculation

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

Components:
- Marketing spend (ads, tools, content)
- Marketing team costs
- Sales team costs
- Technology costs
```

### CAC Benchmarks (B2B Services)

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

### CAC 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

For long B2B sales cycles:

| 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% |

### Tracking Setup

```markdown
## UTM Structure

Source: Where traffic came from
Medium: Marketing medium
Campaign: Specific campaign
Content: A/B test variant
Term: Keywords (for paid search)

Example:
?utm_source=linkedin
&utm_medium=social
&utm_campaign=fatigue-calculator
&utm_content=engineer-post
```

## 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

- [content-strategy](../content-strategy/SKILL.md) - Lead magnet content
- [seo-optimizer](../seo-optimizer/SKILL.md) - Organic lead gen
- [competitive-analysis](../competitive-analysis/SKILL.md) - Market positioning

---

## Version History

- **1.0.0** (2026-01-19): Initial release adapted from alirezarezvani/claude-skills