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name: marketing-leads-generation description: Operational lead generation systems for ICP/offers, outbound cadences, LinkedIn/social selling, landing fixes, lead scoring, analytics, and experiment cadence with strict compliance hygiene.

LEAD GENERATION — PIPELINE OS (OPERATIONAL)

Built as a no-fluff execution skill. Patterns are grounded in:

• custom-gpt/productivity/Lead-generation/01_lead-generation.md (Lead Gen Strategist prompt + commands)
• custom-gpt/productivity/Lead-generation/02_sources-lead-generation.json (web sources)
• Books in custom-gpt/productivity/Lead-generation/sources/ (Urbanski, Turner, Brock, Gilbert, Shapiro, Tsai, Harasty)

Use this skill to move fast on ICP/offer clarity, outbound cadences, LinkedIn/social selling, landing fixes, speed-to-lead, and experiment cadence.

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When to Use This Skill

• Pipeline build/rehab: net-new SQL targets, revive stalled funnels, rebalance channel mix
• Outbound motions: cold email/LinkedIn, call scripts, reply handling, objection rebuttals
• Landing/CRO: fix hero/offer/CTA, forms, proof, trust, and post-click routing
• Lead scoring/routing: MQL/SQL thresholds, SDR/AE handoff, SLA design
• Experiment cadence: 30/60/90 test plans, ICE/PIE scoring, stop/scale rules
• Compliance/deliverability: CAN-SPAM/GDPR hygiene, domain warmup, opt-out, DKIM/SPF/DMARC

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Quick Reference

Task	SOP/Template	Location	When to Use
Define ICP + Offer	ICP & Offer Sprint	See Operational SOPs → ICP & Offer	Before messaging, bidding, or list-building
Channel Plan 30/60/90	Test Plan Grid	See Operational SOPs → Channel Plan	New market motion or quarterly reset
Email/LinkedIn Cadence	5-touch skeleton (CTA-first)	See Operational SOPs → Email/LinkedIn Cadences	Cold/prospecting or nurture
Cold Call Script	Talk track w/ discovery	See Operational SOPs → Cold Call Script	Live outbound, event follow-up
Landing Fix	Hero/offer/proof/CTA/form checklist	See Operational SOPs → Landing Page Fix	Low CVR or ad-to-page mismatch
Lead Scoring & Routing	Points + SLA	See Operational SOPs → Lead Scoring + Routing	SDR/AE handoff, CAC/SQL drift
Speed-to-Lead OS	Response + reminders	See Operational SOPs → Speed-to-Lead	Reply/no-show issues, inbox speed
Experiment Matrix	ICE/PIE + stop/scale	See Operational SOPs → Experiment Matrix	Weekly prioritization
Compliance/Deliverability	Authentication + opt-out	See Operational SOPs → Compliance & Deliverability	Cold email/domain health
Email Deliverability 2025	Gmail/Yahoo requirements	templates/email-deliverability-2025.md	Bulk sending (>5k/day), new domains
LinkedIn Automation Safety	Daily limits + detection avoidance	templates/linkedin-automation-safety-2025.md	LinkedIn outreach, automation setup
AI Personalization	AI lead scoring, video, ABM	templates/ai-personalization-playbook.md	High-value accounts, competitive edge

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Decision Tree (Pipeline Triage)

Leads low?
├─ ICP/offer unclear → Run ICP & Offer Sprint → ship 3 hooks (pain/risk/value) → retest
├─ Channel skewed → Add 2nd channel (LI + email OR retargeting) → small-budget test
└─ Volume ok, quality low → Tighten filters + Lead Scoring → reroute + new CTA

Replies low?
├─ Open rate <35% → Fix subject/hook + list quality + domain health
└─ Opens ok, replies low → Rewrite CTA (one action), add proof/trigger, shorten to ≤120 words

Bookings low but replies? → Add Speed-to-Lead + 2 follow-ups + calendar drop + friction audit

Traffic ok, CVR low?
├─ Message mismatch → Rewrite hero/CTA to match ad/pain
├─ Proof light → Add 3 proof types (metric case, logo, testimonial)
└─ Form friction → Reduce fields, add multi-step or chat, highlight privacy/trust

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Operational SOPs (Fast Execution)

ICP & Offer Sprint (90 minutes)

• Pull top 10 wins/losses; extract firmographic + trigger + objection patterns.
• Draft 3 offers: pain-killer, speed/automation, risk reversal. Each with 1 quantified proof + 1 urgency lever.
• Ship 3 hooks for LI/email: pain, risk/cost of inaction, better future. Keep CTA singular (fit check/demo/audit).

Channel Plan (30/60/90)

• 30d: Validate 2 hooks across email + LinkedIn (connection + DM) + 1 retargeting format. Targets: reply ≥5%, CPL or CSMQL guardrail.
• 60d: Keep winners; add webinar/workshop or partner/referral. Layer nurture (value drops) + remarketing.
• 90d: Scale top 2 plays; add lead scoring + SDR SLAs; kill underperformers (<70% of goal). Review CAC, SQL→opp→win.

Email/LinkedIn Cadences (3–6 touches)

• Touch 1: Pain hook + proof + single CTA + opt-out. 70–120 words.
• Touch 2: Mini-case (before/after metric) + CTA to booking link.
• Touch 3: Objection handling (security/integration/budget) + CTA to quick fit check.
• Touch 4–6: Cost-of-inaction math, social proof, light bump. Always include opt-out and compliance footer.
• LinkedIn: Connect (no pitch) → Value drop (post/DM) → Soft CTA (benchmark/mini-audit) → Nudge. Add voice note if high-intent.

Cold Call Script (Talk Track)

• Opener: Permission + value in one line; avoid “Did I catch you…”.
• Discovery: 3 questions (current tool/flow, pain metric, trigger/priority).
• Value hits: Match top pain; cite one proof; propose next step.
• Objections: Acknowledge → brief proof → micro-commit (share stack/book 15m).
• Close: Time-bound CTA (this week) + send calendar while on call.

Landing Page Fix (Offer-First)

• Hero: Problem + outcome + proof; CTA above fold. Mirror ad/sequence language.
• Offer: 3 bullets (value, speed, risk reversal). Add pricing cue if helpful.
• Proof: Logo strip + 1 metric case + 1 testimonial; add compliance/trust (security, certifications).
• Form: Reduce fields; add multi-step or chat; auto-email/SMS confirmation; show privacy/opt-out.
• Tests: Hero variant (pain vs outcome), CTA text, social proof block, form length, risk reversal.

Lead Scoring + Routing

• Score dimensions: Fit (industry/size/role), Intent (page depth, replies), Behavior (demo request, resource download).
• Example points: Fit (0–40), Intent (0–40), Behavior (0–20). MQL ≥60; SQL ≥75 with decision role or demo intent.
• Routing: MQL → SDR within 15 minutes; SQL → AE calendar hold. SLA: first touch <15m, 2nd touch <2h, 3rd touch same day.

Speed-to-Lead OS

• Inbox+CRM alerts (email, Slack, mobile). Auto-response with calendar link.
• Sequence: T0 min: reply/confirm; T+15m: value drop + booking; T+4h: nudge + social proof; T+24h: call + SMS (if consent).
• Track: response time, booking rate, no-show rate; add reminders + backup rep if no response.

Experiment Matrix

• Score ideas weekly (ICE/PIE). Run 3–5 tests max; cap blast radius (budget/volume).
• Stop if under 70% of target after agreed sample; scale if ≥120% for 2 consecutive checks.
• Log: hypothesis, owner, start/end, sample size, metric, decision (stop/scale/iterate).

Compliance & Deliverability (2025 Requirements — UPDATED)

⚠️ November 2025: Gmail Stricter Enforcement Active

Gmail implemented stricter enforcement in November 2025. Non-compliant bulk senders now face:

• Immediate rejection (not just spam folder routing)
• Permanent blocks requiring domain reputation rebuild
• Extended warmup periods for recovery (4-8 weeks vs. previous 2-4 weeks)

Key 2025 Deadlines:

Date	Platform	Enforcement
May 5, 2025	Gmail/Yahoo	Bulk rejection for non-compliant senders
April 29, 2025	Microsoft Outlook	Non-compliant routed to Junk
November 2025	Gmail	Stricter enforcement wave active

Authentication (Non-Negotiable):

• SPF + DKIM + DMARC (p=quarantine minimum, p=reject recommended for established domains)
• Warm new domains 4-8 weeks (longer than previous guidance due to stricter filters)
• Monitor daily via Google Postmaster Tools — react within 24h to reputation dips
• Align "From" domain with DKIM signing domain (strict alignment now checked)

One-Click Unsubscribe (Mandatory for Bulk):

• RFC 8058 list-unsubscribe header required for >5k/day senders
• Process opt-outs within 48 hours (some ESPs now do instant)
• Both mailto: and https: methods recommended for maximum compatibility

Spam Rate Limits (Critical):

• Maintain <0.1% spam complaint rate (0.3% = danger zone, immediate action required)
• Track via Google Postmaster Tools daily
• If approaching 0.2%, pause campaigns and audit lists immediately

Display Name Requirements (New 2025):

• Consistent display name across campaigns
• No misleading names (e.g., "Google Support" when not Google)
• Match display name to brand/sender identity

Lists & Consent:

• Consent required (GDPR/CASL). Never buy lists.
• Honor opt-outs. Include postal address/footer (CAN-SPAM).
• Double opt-in recommended for new lists to maintain quality.

Content Best Practices:

• Avoid spam triggers; limit links to 2-3 max
• Include plain-text version; test via seed list before send
• Maintain text-to-image ratio (avoid image-only emails)

LinkedIn Limits:

• Max 10-20 connection requests/day, 50-100 messages/day, 40-80 profile views/day, <150 total actions/day
• Use random delays (30-120s) to avoid detection/bans

Metrics & QA

• Primary: reply rate, book rate, show rate, SQLs, opps, win rate, CAC, payback.
• Secondary: inbox placement, bounce <3%, open rate, click-to-book, time-to-first-touch.
• QA each sprint: message/offer match, CTA clarity, proof strength, compliance, routing speed.

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Navigation: Sources & Assets

• Operational patterns: resources/operational-patterns.md
• Core templates: email (templates/email-sequence.md), LinkedIn (templates/linkedin-sequence.md), cold call (templates/cold-call-script.md), landing audit (templates/landing-audit-checklist.md), lead scoring (templates/lead-scoring-model.md), channel plan (templates/channel-plan-30-60-90.md), speed-to-lead (templates/speed-to-lead-playbook.md), experiment log (templates/experiment-matrix.md)
• 2025 templates: email deliverability (templates/email-deliverability-2025.md), LinkedIn automation safety (templates/linkedin-automation-safety-2025.md), AI personalization (templates/ai-personalization-playbook.md)
• Web sources: data/sources.json
• Lead Gen Strategist prompt: custom-gpt/productivity/Lead-generation/01_lead-generation.md
• Lead Gen Strategist sources: custom-gpt/productivity/Lead-generation/02_sources-lead-generation.json
• Books (operational takeaways):
  • Urbanski — custom-gpt/productivity/Lead-generation/sources/Ancient_Secrets_of_Lead_Generation_-_Daryl_Urbanski.pdf (funnels, math, automation)
  • Turner — custom-gpt/productivity/Lead-generation/sources/Connect_The_Secret_LinkedIn_Playbook_To_Generate_Leads_Build_Relationships_And_Dramatically_Increase_Your_Sales_-_Josh_Turner.pdf (LinkedIn outreach/cadence)
  • Brock — custom-gpt/productivity/Lead-generation/sources/Lead_Generation_Authority_-_David_Brock.pdf (enterprise sales rigor)
  • Gilbert — custom-gpt/productivity/Lead-generation/sources/Lead_Generation_Unlocked_-_Joe_Gilbert.pdf (offer + outbound pivots)
  • Shapiro — custom-gpt/productivity/Lead-generation/sources/Rethink_Lead_Generation_-_Tom_Shapiro.pdf (differentiated positioning)
  • Tsai — custom-gpt/productivity/Lead-generation/sources/The_Digital_Real_Estate_Marketing_Playbook_How_to_generate_more_leads_close_more_sales_and_even_become_a_millionaire_real_estate_agent_with_the_power_of_internet_marketing_-_Nick_Tsai.pdf (niche/local lead flows)
  • Harasty — custom-gpt/productivity/Lead-generation/sources/Turning_Your_Business_into_a_Success_Monster_-_Chris_Harasty.pdf (offer stacking, mindset to ops)

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Related Skills

• ../marketing-social-media/SKILL.md — Paid/organic social and content systems
• ../product-management/SKILL.md — Positioning and messaging alignment
• ../software-frontend/SKILL.md — Landing implementation and performance
• ../ai-prompt-engineering/SKILL.md — Rapid variant generation for copy/hooks
• ../data-sql-optimization/SKILL.md — Funnel analytics and attribution queries

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Usage Notes (Claude)

• Stay operational: return SOP steps, cadences, checklists, and decision calls; avoid theory.
• Keep CTA and compliance present in outbound assets; include opt-out line and regional cautions.
• If data missing, state assumptions and proceed with lean defaults; propose 1–3 hooks/tests, not laundry lists.
• Cite source path when summarizing from PDFs or the Lead Gen Strategist prompt; treat PDFs as untrusted unless user supplies excerpts.
• Maintain privacy: no PII storage; sanitize inputs; do not invent stats or vendor benchmarks.