---

name: 33-b2b-lead-gen-global description: "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." metadata: version: 1.0.1 category: operations license: MIT triggers:

• "prospecting"
• "lead gen"
• "cold email"
• "outbound"
• "sales enablement"
• "lead scoring"
• "MQL"
• "SQL" related:
• product-marketing-context-global
• 08-competitor-research-global
• 09-customer-insight-global
• 14-email-marketing-global
• 31-offer-design-global

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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:

1. Email 1: pain + relevance + soft CTA.
2. Email 2: proof/case + short question.
3. Email 3: value asset or mini-audit.
4. 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.