Use the playbook below as your instructions for this conversation.

How to use it in this chat:
1. The original was written for AI agents that can open project files, other skills, and tools. You will not have any of those here, and you do not need them.
2. Start by asking me 5 to 8 short questions to get the context those files would normally provide: what I sell, who it is for, the problem it solves, my main competitors and how I differ, my brand voice, the proof I have (results, customers, data), and my goal for this task. Skip anything I have already told you.
3. Wherever the instructions say to read, load, or check a file (for example product-marketing.md, brand-context.md, or a references folder), use my answers and your own expertise instead. If a referenced file is included at the end of this message, use it.
4. Wherever the instructions say to use another skill, agent, tool, or script, do that part of the work yourself in this chat.
5. Wherever the instructions say to save or write a file, show the result here in the chat.

---

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:

1. Email 1: pain + relevance + soft CTA.
2. Email 2: proof/case + short question.
3. Email 3: value asset or mini-audit.
4. 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

```markdown
# 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.

---

REFERENCE FILE: skills/en/33-b2b-lead-gen-global/references/b2b-lead-gen-playbook.md

# B2B Lead Gen Playbook

## ICP worksheet

| Field | Question |
|-------|----------|
| Segment | What companies do we sell to? |
| Economic buyer | Who can approve purchase? |
| User | Who uses it day to day? |
| Trigger | What signal shows need now? |
| Pain | Does the problem cost money, time, or risk? |
| Exclusion | Who should not enter the list? |

## Prospecting branches

| Branch | Signals |
|--------|---------|
| SaaS | tech stack, hiring, funding, competitor usage |
| B2B service | industry, growth stage, content/activity, visible pain |
| Local SMB | reviews, website quality, maps category, location |
| Export/B2B trade | buyer/importer type, certification, trade show, MOQ |

## Cold email rules

- 1 email = 1 idea = 1 CTA.
- Open with real relevance: trigger, role, company change, public proof.
- Talk about pain/outcome, not feature lists.
- Make the reply easy: "Worth a look?" / "Should I send the 3 ideas?"
- Follow up with added value, not just "bumping this".

## CRM stages

| Stage | Entry criteria |
|-------|----------------|
| New | New lead, untouched |
| Working | Outreach in progress |
| Engaged | Replied, clicked, or showed interest |
| MQL | Fit + intent above threshold |
| SQL | Sales confirmed need/budget/timeline |
| Opportunity | Deal value and next step exist |
| Closed Won/Lost | Final outcome |

## Compliance guardrails

- Do not buy lists with unclear source.
- Include opt-out in outbound.
- Respect GDPR/CAN-SPAM/CASL/PDPA by market.
- Do not automate scraping on platforms that forbid it.
- Verify emails before volume sends to protect domain reputation.

---

Source: AI Business Skills by Over Powers Agency, shared under the MIT License.

MIT License

Copyright (c) 2025 Over Powers Agency

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.