| 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 | "2026-01-19T00:00:00.000Z" |
| source | https://github.com/alirezarezvani/claude-skills |
| related_skills | ["content-strategy","seo-optimizer","competitive-analysis"] |
| capabilities | [] |
| requires | [] |
| see_also | [] |
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
- Define ICP - Identify ideal customer profile
- Map funnel - TOFU → MOFU → BOFU stages
- Select channels - Prioritize by CAC and fit
- Create assets - Lead magnets, landing pages
- 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
## 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):
- SEO/Content - Long-term, sustainable
- LinkedIn organic - Free, targeted reach
- Email list building - Own your audience
- Webinars - Demonstrate expertise
- 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
## 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
Email Nurture Sequences
Welcome Sequence (New Leads)
## 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
- Improve conversion rates - Better landing pages, forms
- Increase organic traffic - SEO, content marketing
- Referral programs - Leverage satisfied customers
- Lead scoring - Focus sales on high-intent leads
- 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
## 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
- Start with ICP definition
- Focus on fewer, higher-quality channels
- Create valuable lead magnets
- Nurture before selling
- Track attribution carefully
- Continuously optimize conversion
Don't
- Buy email lists
- Spam cold prospects
- Gate all content
- Ignore lead quality for quantity
- Skip the nurture stage
- 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
Monthly
Related Skills
Version History
- 1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills
