- Lead Generation & Demand
- Comprehensive demand generation playbook for B2B SaaS companies focused on pipeline creation, CAC optimization, and multi-channel lead acquisition.
- Quick Start
- Define ICP
- — Identify ideal customer profile (firmographics, psychographics, technographics)
- Map Funnel
- — TOFU → MOFU → BOFU stages with clear goals
- Select Channels
- — Prioritize by CAC, lead quality, and timeline
- Create Assets
- — Lead magnets, landing pages, nurturing sequences
- Launch & Optimize
- — Track, measure, iterate continuously
- ICP Framework
- Firmographics
- Element
- Question
- Example
- Industry
- What sector?
- B2B SaaS, Fintech, Healthcare
- Company Size
- Employee count?
- 50-500 employees
- Revenue
- Annual revenue?
- $5M-$50M ARR
- Geography
- Where?
- US, UK, EU
- Psychographics
- Values
-
- What matters to them?
- Pain Points
-
- What keeps them up at night?
- Goals
-
- What are they trying to achieve?
- Technographics
- Current tools and stack
- Technology gaps
- Integration needs
- Full-Funnel Strategy
- Funnel Stages
- Stage
- Goal
- Content
- Channels
- Metrics
- TOFU
- (Awareness)
- Attract visitors
- Blog, guides, calculators
- SEO, social, content
- Traffic, new visitors
- MOFU
- (Consideration)
- Capture leads
- Whitepapers, webinars, case studies
- Email, retargeting, gated content
- Leads, MQLs
- BOFU
- (Decision)
- emos, consultations, Convert opportunities
- D proposals
- Sales outreach, direct
- SQLs, opportunities
- Channel Strategy Matrix
- Channel Performance (B2B SaaS)
- Channel
- CAC Range
- Lead Quality
- Timeline
- Priority
- 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
- ⭐⭐⭐⭐⭐
- Budget Allocation ($30-50k/month)
- Channel
- Budget
- Expected MQLs
- Expected SQLs
- $15k
- 50
- 10
- Google Search
- $12k
- 80
- 20
- Google Display
- $5k
- 120
- 5
- Meta
- $5k
- 100
- 8
- Partnerships
- $3k
- 20
- 5
- Lead Magnets
- High-Converting Formats
- 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 Hooks
- Quick Win
- — "The 5-Minute Audit"
- Forbidden Knowledge
- — "Secrets agencies don't want you to know"
- Shortcut
- — "30-Day Framework Instead of 90 Days"
- Social Proof
- — "How 500+ Founders Achieved X"
- Diagnosis
- — "Discover Your Blind Spots"
- Landing Page Framework
- High-Converting Structure
- ┌─────────────────────────────────────┐
- │ HEADLINE (Clear value proposition) │
- ├─────────────────────────────────────┤
- │ SUBHEADLINE (Supporting benefit) │
- ├─────────────────────────────────────┤
- │ HERO IMAGE/VIDEO │ FORM │
- │ Visual proof │ Name, Email │
- │ │ Company │
- │ │ [CTA Button] │
- ├─────────────────────────────────────┤
- │ SOCIAL PROOF (Logos, testimonials) │
- ├─────────────────────────────────────┤
- │ BENEFITS (3-5 key benefits) │
- ├─────────────────────────────────────┤
- │ SECONDARY CTA │
- └─────────────────────────────────────┘
- Conversion 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
- 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 outreach
- 50-79
- MQL
- Nurture + sales alert
- 20-49
- Engaged Lead
- Continue nurturing
- <20
- Cold Lead
- Long-term nurture
- Email Nurture Sequences
- Welcome Sequence (New Leads)
- Timing
- Goal
- 1: Welcome
- Immediate
- Deliver content, set expectations
- 2: Value Add
- Day 2
- Related helpful content
- 3: Social Proof
- Day 4
- Case study highlight
- 4: Education
- Day 7
- Technical insight
- 5: Soft Offer
- Day 10
- Introduce services
- Metrics Targets
- Metric
- Target
- Open Rate
- >25%
- Click Rate
- >3%
- Unsubscribe
- <0.5%
- CAC Optimization
- CAC Calculation
- CAC = Total Marketing & Sales Costs / Number of New Customers
- Benchmarks (B2B SaaS)
- Company Stage
- Target CAC
- LTV:CAC Ratio
- Early
- $500-2000
- >3:1
- Growth
- $300-1000
- >4:1
- Scale
- $200-500
- >5:1
- 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
- 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%
- Recommended (W-Shape)
- 40%
- 20%
- 40%
- UTM Structure
- utm_source={channel}
- utm_medium={cpc|email|organic}
- utm_campaign={id}
- utm_content={variant}
- utm_term={keywords}
- Lead Research Framework
- Research Process
- Analyze Product/Service
- — Understand value proposition
- Define ICP
- — Industry, size, location, pain points
- Find Companies for matching
- — Search companies
- Prioritize
- — Score by fit (1-10)
- Research Contacts
- — Identify decision makers
- Output Format
- For each lead provide:
- Company name and website
- Why they're a good fit (2-3 specific reasons)
- Priority score (1-10 with explanation)
- Target decision maker role
- Personalized outreach strategy
- Paid Media Playbook
- LinkedIn Ads
- Campaign structure
-
- Awareness → Consideration → Conversion
- Targeting
-
- Company size 50-5,000, Director+ titles, SaaS/Tech
- Creative
-
- Thought leadership, social proof, problem-solution
- Google Ads
- Priority
-
- Brand → Competitor → Solution → Problem → Display
- Bid strategy
-
- Manual CPC → Target CPA at 50+ conversions
- Ad copy
- 15 headlines covering value props, features, CTAs
Account-Based Sales (ABS)
When to Use ABS
Criteria
Threshold
ACV
$25K TAM <5,000 accounts Buying committee 3+ stakeholders Sales cycle 60 days ABS Framework Element Execution Target list 50-200 named accounts, tiered Account research 30 min per Tier 1 account Multi-threading 3-5 contacts per account Custom content Pain-specific messaging Orchestration Coordinated email + LinkedIn + ads 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 New leads by source Conversion rates by channel Email performance Lead score distribution Monthly MQL → SQL conversion CAC by channel Attribution analysis Funnel velocity
lead-generation-and-demand
安装
npx skills add https://github.com/manojbajaj95/claude-gtm-plugin --skill lead-generation-and-demand