# Lead generation & demand Human Guide

## What This Is For
Comprehensive B2B demand generation and lead acquisition skill. It gives the agent a clearer input/output frame for paid media: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Lead generation & demand agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for lead generation & demand.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Lead generation & demand guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **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
- **Values**: What matters to them?
- **Pain Points**: What keeps them up at night?
- **Goals**: What are they trying to achieve?
- **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"

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Quick Start, ICP Framework, Firmographics, Psychographics, Technographics, Full-Funnel Strategy, Funnel Stages, Channel Strategy Matrix.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- **Forbidden Knowledge** — "Secrets agencies don't want you to know"
- Track attribution carefully
- Growth follows product-market fit, never precedes it
- | Product Must Own Growth | Can't be marketing-only function |
- [ ] `robots.txt` not blocking important resources
- Calculate required sample size
- Every Sentence Must Earn Its Place
- Personalization Must Connect to the Problem

## Copy-And-Paste Prompt
```text
Use the Lead generation & demand human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `lead-generation-and-demand`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Lead Generation & Demand

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


Comprehensive demand generation playbook for B2B SaaS companies focused on pipeline creation, CAC optimization, and multi-channel lead acquisition.

## Quick Start

1. **Define ICP** — Identify ideal customer profile (firmographics, psychographics, technographics)
2. **Map Funnel** — TOFU → MOFU → BOFU stages with clear goals
3. **Select Channels** — Prioritize by CAC, lead quality, and timeline
4. **Create Assets** — Lead magnets, landing pages, nurturing sequences
5. **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) | Convert opportunities | Demos, consultations, 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 |
|---------|--------|---------------|---------------|
| LinkedIn | $15k | 50 | 10 |
| Google Search | $12k | 80 | 20 |
| Google Display | $5k | 120 | 5 |