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

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

• 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

• 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

• 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

Version History

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