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.