Stats
Actions
Tags
From gtm-skills
Builds B2B SaaS demand generation systems with ICP definition, funnel mapping, channel optimization, lead scoring, and attribution.
How this skill is triggered — by the user, by Claude, or both
Slash command
/gtm-skills:lead-generation-and-demandThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
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 d...
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.
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.
| 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 |
| 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 | 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 | ⭐⭐⭐⭐⭐ |
| 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 |
| 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 |
┌─────────────────────────────────────┐
│ 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 │
└─────────────────────────────────────┘
| 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 |
| 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 |
| 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 |
| Metric | Target |
|---|---|
| Open Rate | >25% |
| Click Rate | >3% |
| Unsubscribe | <0.5% |
CAC = Total Marketing & Sales Costs / Number of New Customers
| Company Stage | Target CAC | LTV:CAC Ratio |
|---|---|---|
| Early | $500-2000 | >3:1 |
| Growth | $300-1000 | >4:1 |
| Scale | $200-500 | >5:1 |
| 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_source={channel}
utm_medium={cpc|email|organic}
utm_campaign={id}
utm_content={variant}
utm_term={keywords}
For each lead provide:
Campaign structure: Awareness → Consideration → Conversion Targeting: Company size 50-5,000, Director+ titles, SaaS/Tech Creative: Thought leadership, social proof, problem-solution
Priority: Brand → Competitor → Solution → Problem → Display Bid strategy: Manual CPC → Target CPA at 50+ conversions Ad copy: 15 headlines covering value props, features, CTAs
| Criteria | Threshold |
|---|---|
| ACV | >$25K |
| TAM | <5,000 accounts |
| Buying committee | 3+ stakeholders |
| Sales cycle | >60 days |
| 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 |
| 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 |
npx claudepluginhub manojbajaj95/claude-gtm-plugin --plugin gtm-skillsSales and revenue operations playbook for founder-led sales, team building, enterprise deals, RevOps, ICP definition, buyer personas, and compensation design.
Designs revenue operations systems, lead lifecycle management, and marketing-to-sales handoff processes. Covers stage definitions, scoring, routing, and CRM automation.
Activate for: campaign, campaign plan, campaign brief, launch a campaign, marketing campaign, lead gen campaign, demand generation, demand gen, awareness campaign, product launch, go-to-market, GTM, campaign strategy, channel mix, budget allocation, media plan, campaign calendar, quarterly plan, marketing plan, ABM, account based marketing. NOT for: content creation (use content-creation), ad copy writing (use copywriting), content scheduling (use content-calendar), campaign performance analysis (use performance-analysis).