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

1. Define ICP - Identify ideal customer profile
2. Map funnel - TOFU → MOFU → BOFU stages
3. Select channels - Prioritize by CAC and fit
4. Create assets - Lead magnets, landing pages
5. 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):

1. SEO/Content - Long-term, sustainable
2. LinkedIn organic - Free, targeted reach
3. Email list building - Own your audience
4. Webinars - Demonstrate expertise
5. 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

• Single, clear CTA
• Minimal form fields (3-5 max)
• Above-the-fold value proposition
• Social proof visible
• Mobile optimized
• Fast load time (<3s)
• No navigation distractions
• Privacy policy linked

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

1. Improve conversion rates - Better landing pages, forms
2. Increase organic traffic - SEO, content marketing
3. Referral programs - Leverage satisfied customers
4. Lead scoring - Focus sales on high-intent leads
5. 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

1. Start with ICP definition
2. Focus on fewer, higher-quality channels
3. Create valuable lead magnets
4. Nurture before selling
5. Track attribution carefully
6. Continuously optimize conversion

Don't

1. Buy email lists
2. Spam cold prospects
3. Gate all content
4. Ignore lead quality for quantity
5. Skip the nurture stage
6. 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

• New leads by source
• Conversion rates by channel
• Email performance
• Lead score distribution

Monthly

• MQL → SQL conversion
• CAC by channel
• Attribution analysis
• Funnel velocity

Related Skills

• content-strategy - Lead magnet content
• seo-optimizer - Organic lead gen
• competitive-analysis - Market positioning

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Version History

• 1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills