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:
- 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.
1---
2name: 33-b2b-lead-gen-global
3description: "Use when the user needs B2B pipeline work — ICP and account lists, prospecting, cold email and LinkedIn outbound sequences, lead scoring, MQL to SQL handoff, sales decks, objection handling, demo scripts, CRM pipeline hygiene, and RevOps reporting. Trigger on 'find leads', 'prospect list', 'cold email sequence', 'outbound campaign', 'lead scoring model', 'our pipeline is empty', 'sales deck for enterprise buyers'. Also use when the user has a strong product and no route to the companies that need it. Not for — consumer lifecycle email, see `14-email-marketing-global`; the offer being sold, see `31-offer-design-global`; positioning against rivals, see `58-positioning-global`; inbound content, see `36-content-brief-global`."
4metadata:
5 version: 1.0.1
6 category: operations
7license: MIT
8triggers:
9 - "prospecting"
10 - "lead gen"
11 - "cold email"
12 - "outbound"
13 - "sales enablement"
14 - "lead scoring"
15 - "MQL"
16 - "SQL"
17related:
18 - product-marketing-context-global
19 - 08-competitor-research-global
20 - 09-customer-insight-global
21 - 14-email-marketing-global
22 - 31-offer-design-global
23---
24
25# B2B Lead Gen (Global)
26
27This 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.
28
29## Information gathering
30
31Read `.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`.
32
33## Pick the mode
34
35| User needs | Mode |
36|------------|------|
37| "Find prospects" | Prospecting |
38| "Write outreach emails" | Cold outreach |
39| "Score leads" | Lead scoring |
40| "Handoff to sales" | RevOps handoff |
41| "Build a sales deck / objections" | Sales enablement |
42
43## Workflow
44
45### 1. Define ICP
46
47Clarify:
48
49- Firmographic: industry, size, revenue, region.
50- Trigger: funding, hiring, expansion, tool usage, regulation, churn signal.
51- Pain: problem with budget behind it.
52- Exclusion: who should not be targeted.
53
54### 2. Map lead sources
55
56| Source | Best for |
57|--------|----------|
58| LinkedIn/Sales Nav | B2B role/title targeting |
59| Apollo/Clay/ZoomInfo | Account and contact data |
60| Google Maps/local directories | Local SMB |
61| GitHub/job posts | Devtool/SaaS intent |
62| G2/Capterra/review sites | Competitor/category demand |
63| Website visitors/forms | Warm intent |
64
65### 3. Score and prioritize
66
67Use 100 points:
68
69| Group | Points |
70|-------|--------|
71| ICP fit | 35 |
72| Intent trigger | 25 |
73| Pain/proof | 15 |
74| Contact quality | 15 |
75| Timing | 10 |
76
77Only push to outreach when score is at least 60/100.
78
79### 4. Write outbound sequence
80
81Default 4-touch sequence:
82
831. Email 1: pain + relevance + soft CTA.
842. Email 2: proof/case + short question.
853. Email 3: value asset or mini-audit.
864. Breakup: permission to close the loop.
87
88Avoid spam, exaggerated claims, and fake personalization.
89
90### 5. Create sales enablement
91
92For high-potential accounts, create:
93
94- Persona-specific one-pager.
95- Objection handling sheet.
96- Demo talk track.
97- Simple ROI calculator.
98- Proposal outline.
99
100### 6. Handoff to sales/CRM
101
102Every lead should have:
103
104- Source, score, trigger, pain, suggested opener.
105- Owner, next step, follow-up SLA.
106- Status: New, Working, Meeting Booked, SQL, Opportunity, Closed.
107
108## Output template
109
110```markdown
111# B2B Lead Gen Plan — [Brand]
112
113## 1. ICP
114| Segment | Fit criteria | Pain | Exclusion |
115
116## 2. Lead sources
117| Source | Query/filter | Data needed | Owner |
118
119## 3. Scoring model
120| Signal | Points | Why it matters |
121
122## 4. Prospect table
123| Account | Contact | Trigger | Score | Suggested opener | Next step |
124
125## 5. Outreach sequence
126### Email 1
127Subject:
128Body:
129
130### Follow-ups
131
132## 6. Sales enablement assets
133| Asset | Persona | Purpose | Draft notes |
134
135## 7. CRM handoff
136| Stage | Entry criteria | Owner | SLA |
137```
138
139## Related skills
140
141- `09-customer-insight-global`: persona, pain, JTBD.
142- `31-offer-design-global`: B2B/high-ticket offer.
143- `14-email-marketing-global`: nurture after capture.
144- `08-competitor-research-global`: competitor triggers and alternative positioning.
145
146## Quality checklist
147
148- Lead list includes reasons to buy, not just emails.
149- Exclusion criteria are explicit.
150- Outreach has real relevance, not fake merge-field personalization.
151- Compliance: opt-out, no unlawful scraping or spam.
152- Sales handoff has owner and SLA.
153- Output has a clear 48-hour next action.
gabrielmoreira