Playbook
B2B Lead Gen
B2B pipeline work.
Use it in three steps
- 1
Copy the prompt
One click copies a version that works on its own in any chat. It tells the AI to ask about your business first and to cover anything the original setup files would have provided, and it includes 1 reference guide the playbook relies on.
↓ Download as a .md file↓ Original files (.zip)
If your AI app limits pasted text, attach the .md file to your chat. The .zip holds the original files for Claude Code and other agent tools. How to use the lab
- 2
- 3
Answer its questions
The AI will ask about your product, audience, and goal. Answer in a few plain sentences, then ask for the deliverable you need. Specific answers produce specific work.
Read the full playbook
B2B Lead Gen (Global)
This skill connects marketing to sales: define ICP, find accounts and contacts, score leads, write outreach, create sales assets, and set MQL/SQL handoff. The goal is qualified pipeline, not a large email list.
Information gathering
Read .agents/product-marketing-context-global.md if available. Ask up to 4 questions: ICP, deal size/ACV, target market/region, and current outbound channels. Use CRM exports or existing lists as baseline when available. For deeper guidance, read references/b2b-lead-gen-playbook.md.
Pick the mode
| User needs | Mode |
|---|---|
| "Find prospects" | Prospecting |
| "Write outreach emails" | Cold outreach |
| "Score leads" | Lead scoring |
| "Handoff to sales" | RevOps handoff |
| "Build a sales deck / objections" | Sales enablement |
Workflow
1. Define ICP
Clarify:
- Firmographic: industry, size, revenue, region.
- Trigger: funding, hiring, expansion, tool usage, regulation, churn signal.
- Pain: problem with budget behind it.
- Exclusion: who should not be targeted.
2. Map lead sources
| Source | Best for |
|---|---|
| LinkedIn/Sales Nav | B2B role/title targeting |
| Apollo/Clay/ZoomInfo | Account and contact data |
| Google Maps/local directories | Local SMB |
| GitHub/job posts | Devtool/SaaS intent |
| G2/Capterra/review sites | Competitor/category demand |
| Website visitors/forms | Warm intent |
3. Score and prioritize
Use 100 points:
| Group | Points |
|---|---|
| ICP fit | 35 |
| Intent trigger | 25 |
| Pain/proof | 15 |
| Contact quality | 15 |
| Timing | 10 |
Only push to outreach when score is at least 60/100.
4. Write outbound sequence
Default 4-touch sequence:
- Email 1: pain + relevance + soft CTA.
- Email 2: proof/case + short question.
- Email 3: value asset or mini-audit.
- Breakup: permission to close the loop.
Avoid spam, exaggerated claims, and fake personalization.
5. Create sales enablement
For high-potential accounts, create:
- Persona-specific one-pager.
- Objection handling sheet.
- Demo talk track.
- Simple ROI calculator.
- Proposal outline.
6. Handoff to sales/CRM
Every lead should have:
- Source, score, trigger, pain, suggested opener.
- Owner, next step, follow-up SLA.
- Status: New, Working, Meeting Booked, SQL, Opportunity, Closed.
Output template
# B2B Lead Gen Plan — [Brand]
## 1. ICP
| Segment | Fit criteria | Pain | Exclusion |
## 2. Lead sources
| Source | Query/filter | Data needed | Owner |
## 3. Scoring model
| Signal | Points | Why it matters |
## 4. Prospect table
| Account | Contact | Trigger | Score | Suggested opener | Next step |
## 5. Outreach sequence
### Email 1
Subject:
Body:
### Follow-ups
## 6. Sales enablement assets
| Asset | Persona | Purpose | Draft notes |
## 7. CRM handoff
| Stage | Entry criteria | Owner | SLA |
Related skills
09-customer-insight-global: persona, pain, JTBD.31-offer-design-global: B2B/high-ticket offer.14-email-marketing-global: nurture after capture.08-competitor-research-global: competitor triggers and alternative positioning.
Quality checklist
- Lead list includes reasons to buy, not just emails.
- Exclusion criteria are explicit.
- Outreach has real relevance, not fake merge-field personalization.
- Compliance: opt-out, no unlawful scraping or spam.
- Sales handoff has owner and SLA.
- Output has a clear 48-hour next action.