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

# 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.