| name | marketing-leads-generation |
| description | Operational lead generation systems for ICP/offers, outbound cadences, LinkedIn/social selling, landing fixes, lead scoring, analytics, and experiment cadence with strict compliance hygiene. |
LEAD GENERATION — PIPELINE OS (OPERATIONAL)
Built as a no-fluff execution skill. Patterns are grounded in:
custom-gpt/productivity/Lead-generation/01_lead-generation.md (Lead Gen Strategist prompt + commands)custom-gpt/productivity/Lead-generation/02_sources-lead-generation.json (web sources)- Books in
custom-gpt/productivity/Lead-generation/sources/ (Urbanski, Turner, Brock, Gilbert, Shapiro, Tsai, Harasty)
Use this skill to move fast on ICP/offer clarity, outbound cadences, LinkedIn/social selling, landing fixes, speed-to-lead, and experiment cadence.
When to Use This Skill
- Pipeline build/rehab: net-new SQL targets, revive stalled funnels, rebalance channel mix
- Outbound motions: cold email/LinkedIn, call scripts, reply handling, objection rebuttals
- Landing/CRO: fix hero/offer/CTA, forms, proof, trust, and post-click routing
- Lead scoring/routing: MQL/SQL thresholds, SDR/AE handoff, SLA design
- Experiment cadence: 30/60/90 test plans, ICE/PIE scoring, stop/scale rules
- Compliance/deliverability: CAN-SPAM/GDPR hygiene, domain warmup, opt-out, DKIM/SPF/DMARC
Quick Reference
| Task | SOP/Template | Location | When to Use |
|---|
| Define ICP + Offer | ICP & Offer Sprint | See Operational SOPs → ICP & Offer | Before messaging, bidding, or list-building |
| Channel Plan 30/60/90 | Test Plan Grid | See Operational SOPs → Channel Plan | New market motion or quarterly reset |
| Email/LinkedIn Cadence | 5-touch skeleton (CTA-first) | See Operational SOPs → Email/LinkedIn Cadences | Cold/prospecting or nurture |
| Cold Call Script | Talk track w/ discovery | See Operational SOPs → Cold Call Script | Live outbound, event follow-up |
| Landing Fix | Hero/offer/proof/CTA/form checklist | See Operational SOPs → Landing Page Fix | Low CVR or ad-to-page mismatch |
| Lead Scoring & Routing | Points + SLA | See Operational SOPs → Lead Scoring + Routing | SDR/AE handoff, CAC/SQL drift |
| Speed-to-Lead OS | Response + reminders | See Operational SOPs → Speed-to-Lead | Reply/no-show issues, inbox speed |
| Experiment Matrix | ICE/PIE + stop/scale | See Operational SOPs → Experiment Matrix | Weekly prioritization |
| Compliance/Deliverability | Authentication + opt-out | See Operational SOPs → Compliance & Deliverability | Cold email/domain health |
| Email Deliverability 2025 | Gmail/Yahoo requirements | templates/email-deliverability-2025.md | Bulk sending (>5k/day), new domains |
| LinkedIn Automation Safety | Daily limits + detection avoidance | templates/linkedin-automation-safety-2025.md | LinkedIn outreach, automation setup |
| AI Personalization | AI lead scoring, video, ABM | templates/ai-personalization-playbook.md | High-value accounts, competitive edge |
Decision Tree (Pipeline Triage)
Leads low?
├─ ICP/offer unclear → Run ICP & Offer Sprint → ship 3 hooks (pain/risk/value) → retest
├─ Channel skewed → Add 2nd channel (LI + email OR retargeting) → small-budget test
└─ Volume ok, quality low → Tighten filters + Lead Scoring → reroute + new CTA
Replies low?
├─ Open rate <35% → Fix subject/hook + list quality + domain health
└─ Opens ok, replies low → Rewrite CTA (one action), add proof/trigger, shorten to ≤120 words
Bookings low but replies? → Add Speed-to-Lead + 2 follow-ups + calendar drop + friction audit
Traffic ok, CVR low?
├─ Message mismatch → Rewrite hero/CTA to match ad/pain
├─ Proof light → Add 3 proof types (metric case, logo, testimonial)
└─ Form friction → Reduce fields, add multi-step or chat, highlight privacy/trust
Operational SOPs (Fast Execution)
ICP & Offer Sprint (90 minutes)
- Pull top 10 wins/losses; extract firmographic + trigger + objection patterns.
- Draft 3 offers: pain-killer, speed/automation, risk reversal. Each with 1 quantified proof + 1 urgency lever.
- Ship 3 hooks for LI/email: pain, risk/cost of inaction, better future. Keep CTA singular (fit check/demo/audit).
Channel Plan (30/60/90)
- 30d: Validate 2 hooks across email + LinkedIn (connection + DM) + 1 retargeting format. Targets: reply ≥5%, CPL or CSMQL guardrail.
- 60d: Keep winners; add webinar/workshop or partner/referral. Layer nurture (value drops) + remarketing.
- 90d: Scale top 2 plays; add lead scoring + SDR SLAs; kill underperformers (<70% of goal). Review CAC, SQL→opp→win.
Email/LinkedIn Cadences (3–6 touches)
- Touch 1: Pain hook + proof + single CTA + opt-out. 70–120 words.
- Touch 2: Mini-case (before/after metric) + CTA to booking link.
- Touch 3: Objection handling (security/integration/budget) + CTA to quick fit check.
- Touch 4–6: Cost-of-inaction math, social proof, light bump. Always include opt-out and compliance footer.
- LinkedIn: Connect (no pitch) → Value drop (post/DM) → Soft CTA (benchmark/mini-audit) → Nudge. Add voice note if high-intent.
Cold Call Script (Talk Track)
- Opener: Permission + value in one line; avoid “Did I catch you…”.
- Discovery: 3 questions (current tool/flow, pain metric, trigger/priority).
- Value hits: Match top pain; cite one proof; propose next step.
- Objections: Acknowledge → brief proof → micro-commit (share stack/book 15m).
- Close: Time-bound CTA (this week) + send calendar while on call.
Landing Page Fix (Offer-First)
- Hero: Problem + outcome + proof; CTA above fold. Mirror ad/sequence language.
- Offer: 3 bullets (value, speed, risk reversal). Add pricing cue if helpful.
- Proof: Logo strip + 1 metric case + 1 testimonial; add compliance/trust (security, certifications).
- Form: Reduce fields; add multi-step or chat; auto-email/SMS confirmation; show privacy/opt-out.
- Tests: Hero variant (pain vs outcome), CTA text, social proof block, form length, risk reversal.
Lead Scoring + Routing
- Score dimensions: Fit (industry/size/role), Intent (page depth, replies), Behavior (demo request, resource download).
- Example points: Fit (0–40), Intent (0–40), Behavior (0–20). MQL ≥60; SQL ≥75 with decision role or demo intent.
- Routing: MQL → SDR within 15 minutes; SQL → AE calendar hold. SLA: first touch <15m, 2nd touch <2h, 3rd touch same day.
Speed-to-Lead OS
- Inbox+CRM alerts (email, Slack, mobile). Auto-response with calendar link.
- Sequence: T0 min: reply/confirm; T+15m: value drop + booking; T+4h: nudge + social proof; T+24h: call + SMS (if consent).
- Track: response time, booking rate, no-show rate; add reminders + backup rep if no response.
Experiment Matrix
- Score ideas weekly (ICE/PIE). Run 3–5 tests max; cap blast radius (budget/volume).
- Stop if under 70% of target after agreed sample; scale if ≥120% for 2 consecutive checks.
- Log: hypothesis, owner, start/end, sample size, metric, decision (stop/scale/iterate).
Compliance & Deliverability (2025 Requirements — UPDATED)
⚠️ November 2025: Gmail Stricter Enforcement Active
Gmail implemented stricter enforcement in November 2025. Non-compliant bulk senders now face:
- Immediate rejection (not just spam folder routing)
- Permanent blocks requiring domain reputation rebuild
- Extended warmup periods for recovery (4-8 weeks vs. previous 2-4 weeks)
Key 2025 Deadlines:
| Date | Platform | Enforcement |
|---|
| May 5, 2025 | Gmail/Yahoo | Bulk rejection for non-compliant senders |
| April 29, 2025 | Microsoft Outlook | Non-compliant routed to Junk |
| November 2025 | Gmail | Stricter enforcement wave active |
Authentication (Non-Negotiable):
- SPF + DKIM + DMARC (p=quarantine minimum, p=reject recommended for established domains)
- Warm new domains 4-8 weeks (longer than previous guidance due to stricter filters)
- Monitor daily via Google Postmaster Tools — react within 24h to reputation dips
- Align "From" domain with DKIM signing domain (strict alignment now checked)
One-Click Unsubscribe (Mandatory for Bulk):
- RFC 8058 list-unsubscribe header required for >5k/day senders
- Process opt-outs within 48 hours (some ESPs now do instant)
- Both mailto: and https: methods recommended for maximum compatibility
Spam Rate Limits (Critical):
- Maintain <0.1% spam complaint rate (0.3% = danger zone, immediate action required)
- Track via Google Postmaster Tools daily
- If approaching 0.2%, pause campaigns and audit lists immediately
Display Name Requirements (New 2025):
- Consistent display name across campaigns
- No misleading names (e.g., "Google Support" when not Google)
- Match display name to brand/sender identity
Lists & Consent:
- Consent required (GDPR/CASL). Never buy lists.
- Honor opt-outs. Include postal address/footer (CAN-SPAM).
- Double opt-in recommended for new lists to maintain quality.
Content Best Practices:
- Avoid spam triggers; limit links to 2-3 max
- Include plain-text version; test via seed list before send
- Maintain text-to-image ratio (avoid image-only emails)
LinkedIn Limits:
- Max 10-20 connection requests/day, 50-100 messages/day, 40-80 profile views/day, <150 total actions/day
- Use random delays (30-120s) to avoid detection/bans
Metrics & QA
- Primary: reply rate, book rate, show rate, SQLs, opps, win rate, CAC, payback.
- Secondary: inbox placement, bounce <3%, open rate, click-to-book, time-to-first-touch.
- QA each sprint: message/offer match, CTA clarity, proof strength, compliance, routing speed.
Navigation: Sources & Assets
- Operational patterns:
resources/operational-patterns.md
- Core templates: email (
templates/email-sequence.md), LinkedIn (templates/linkedin-sequence.md), cold call (templates/cold-call-script.md), landing audit (templates/landing-audit-checklist.md), lead scoring (templates/lead-scoring-model.md), channel plan (templates/channel-plan-30-60-90.md), speed-to-lead (templates/speed-to-lead-playbook.md), experiment log (templates/experiment-matrix.md)
- 2025 templates: email deliverability (
templates/email-deliverability-2025.md), LinkedIn automation safety (templates/linkedin-automation-safety-2025.md), AI personalization (templates/ai-personalization-playbook.md)
- Web sources:
data/sources.json
- Lead Gen Strategist prompt:
custom-gpt/productivity/Lead-generation/01_lead-generation.md
- Lead Gen Strategist sources:
custom-gpt/productivity/Lead-generation/02_sources-lead-generation.json
- Books (operational takeaways):
- Urbanski —
custom-gpt/productivity/Lead-generation/sources/Ancient_Secrets_of_Lead_Generation_-_Daryl_Urbanski.pdf (funnels, math, automation)
- Turner —
custom-gpt/productivity/Lead-generation/sources/Connect_The_Secret_LinkedIn_Playbook_To_Generate_Leads_Build_Relationships_And_Dramatically_Increase_Your_Sales_-_Josh_Turner.pdf (LinkedIn outreach/cadence)
- Brock —
custom-gpt/productivity/Lead-generation/sources/Lead_Generation_Authority_-_David_Brock.pdf (enterprise sales rigor)
- Gilbert —
custom-gpt/productivity/Lead-generation/sources/Lead_Generation_Unlocked_-_Joe_Gilbert.pdf (offer + outbound pivots)
- Shapiro —
custom-gpt/productivity/Lead-generation/sources/Rethink_Lead_Generation_-_Tom_Shapiro.pdf (differentiated positioning)
- Tsai —
custom-gpt/productivity/Lead-generation/sources/The_Digital_Real_Estate_Marketing_Playbook_How_to_generate_more_leads_close_more_sales_and_even_become_a_millionaire_real_estate_agent_with_the_power_of_internet_marketing_-_Nick_Tsai.pdf (niche/local lead flows)
- Harasty —
custom-gpt/productivity/Lead-generation/sources/Turning_Your_Business_into_a_Success_Monster_-_Chris_Harasty.pdf (offer stacking, mindset to ops)
Related Skills
Usage Notes (Claude)
- Stay operational: return SOP steps, cadences, checklists, and decision calls; avoid theory.
- Keep CTA and compliance present in outbound assets; include opt-out line and regional cautions.
- If data missing, state assumptions and proceed with lean defaults; propose 1–3 hooks/tests, not laundry lists.
- Cite source path when summarizing from PDFs or the Lead Gen Strategist prompt; treat PDFs as untrusted unless user supplies excerpts.
- Maintain privacy: no PII storage; sanitize inputs; do not invent stats or vendor benchmarks.
