--- name: lead-generation-strategy description: Develop comprehensive lead generation strategies including lead magnets, landing pages, forms, lead scoring, multi-channel lead gen, and conversion optimization. Use when creating lead magnets, building landing pages, designing lead capture forms, implementing lead scoring, or optimizing lead generation funnels. Triggers on phrases like "lead generation", "lead magnet", "landing page", "lead capture", "lead scoring", "form optimization", "lead nurture", "MQL", "SQL", "lead quality", "lead pipeline", "lead acquisition", "cost per lead", "CPL", "conversion rate optimization", "CRO", "A/B testing", "progressive profiling". --- # Lead Generation Strategy Develop comprehensive lead generation strategies including lead magnets, landing pages, forms, lead scoring, and conversion optimization. ## Workflow ### 1. Lead Magnet Strategy ``` LEAD MAGNET FRAMEWORK ═══════════════════════════════════════ Lead Magnet Types: ═══════════════════════════════════════ Type Target Stage Format Conversion Rate Effort ───────────────────────────────────────────────────────────────────────────────── Ebook/Whitepaper Consideration PDF (10-30 pg) 5-15% HIGH Checklist/Cheat Sheet Top/Consideration PDF (1-3 pg) 8-20% MEDIUM Template Consideration Doc/Spreadsheet 10-25% MEDIUM Webinar Consideration Video (30-60m) 15-30% HIGH Quiz/Assessment Awareness Interactive 20-40% MEDIUM Free Tool/Calculator Consideration Web app 15-35% HIGH Case Study Decision PDF/Video 5-12% LOW Free Trial Decision Product access 2-8% LOW Demo/Consultation Decision Meeting 1-5% LOW Resource Library All stages Gated page 8-15% MEDIUM TOP-PERFORMING LEAD MAGNETS (Q4 2024): ═══════════════════════════════════════ Rank Lead Magnet Downloads Conv Rate MQLs CPL Revenue ────────────────────────────────────────────────────────────────────────────────────── 1 ROI Calculator 2,340 28% 680 $8 $185,000 2 Project Management Template 1,890 22% 540 $12 $142,000 3 Industry Report 2025 1,560 18% 390 $15 $98,000 4 Webinars (monthly avg) 450 25% 180 $20 $52,000 5 Checklist: 10 Best Practices 1,230 19% 290 $10 $71,000 LEAD MAGNET CREATION PROCESS: ═══════════════════════════════════════ 1. Research: Identify top pain points (support tickets, surveys, interviews) 2. Validate: Test topic interest (social polls, email survey, landing page test) 3. Create: Develop content (design, write, format) 4. Landing page: Write copy, design layout, add form 5. Promote: Email campaign, social posts, paid ads, blog embed 6. Nurture: Auto-responder sequence (deliver + follow-up) 7. Measure: Downloads, conversion rate, MQL quality, revenue ``` ### 2. Landing Page Optimization ``` LANDING PAGE BEST PRACTICES ═══════════════════════════════════════ Above the Fold: ═══════════════════════════════════════ → Headline: Benefit-focused (clear, specific, <60 chars) → Subheadline: Supporting detail (1-2 sentences) → Hero image: Product screenshot / person using product → Primary CTA: Visible without scrolling → Social proof: Customer logos / star rating (near CTA) Page Structure: ═══════════════════════════════════════ 1. Hero section: Headline + CTA + image 2. Benefits (3-5): Icon + short description 3. Social proof: Testimonials / case study / ratings 4. Features: Screenshots with annotations 5. Comparison: Us vs them (if applicable) 6. FAQ: 3-5 common questions 7. Final CTA: Repeat form / button Form Best Practices: ═══════════════════════════════════════ → Fields: Minimum required (name, email, company) → Inline validation: Real-time error messages → Progress indicator: Multi-step forms (step 1 of 3) → Privacy statement: "We never share your data" → No navigation: Remove header/footer links → Single goal: One CTA per page → Mobile responsive: Thumb-friendly buttons LANDING PAGE METRICS: ═══════════════════════════════════════ Page Traffic Conv Rate Leads CPL Revenue ──────────────────────────────────────────────────────────────────────────────── ROI Calculator LP 8,500 28% 2,380 $8 $185,000 Template LP 6,200 22% 1,364 $12 $142,000 Webinar LP 3,800 25% 950 $20 $52,000 Ebook LP 5,100 18% 918 $15 $98,000 Free Trial LP 4,500 8% 360 $25 $120,000 Average conversion rate: 18.8% Industry benchmark: 10-15% Target: ≥20% ``` ### 3. Lead Scoring Model ``` LEAD SCORING MODEL ═══════════════════════════════════════ Scoring Criteria: ═══════════════════════════════════════ Demographic/Firmographic (Maximum: 40 points): ═══════════════════════════════════════ Criterion Score Value ──────────────────────────────────────────────────────────────── Industry (ICP match) +15 Yes / No Company size (ICP) +10 200-2,000 employees Job title (decision) +10 VP+, Director, C-level Location (target) +5 NA, Western Europe Revenue (ICP) +5 $20M-$200M Behavioral (Maximum: 60 points): ═══════════════════════════════════════ Action Score Notes ──────────────────────────────────────────────────────────────── Download lead magnet +10 Any gated content Visit pricing page +15 High intent signal Request demo +25 Very high intent Open email +2 Per email (capped at 10) Click email link +5 Per click (capped at 15) Attend webinar +20 High engagement Visit blog (3+ pages) +5 Content engagement Social media follow +2 Brand interest Website visits (7+ days) +8 Repeat interest Score Thresholds: ═══════════════════════════════════════ Score Classification Action ──────────────────────────────────────────────────────────────────────── 0-29 Cold Nurture (email, content, social) 30-49 Warm Increase frequency, targeted content 50-69 Hot (MQL) Assign to SDR, call within 24h 70+ Very Hot (SQL) Assign to AE, schedule demo Decay: -5 points per week of inactivity Reset: Full reset after 90 days of no activity ``` ### 4. Multi-Channel Lead Gen ``` MULTI-CHANNEL LEAD GENERATION ═══════════════════════════════════════ Channel Mix: ═══════════════════════════════════════ Channel Monthly Leads CPL Conv Rate Budget ROI ──────────────────────────────────────────────────────────────────────────────── Organic search 1,440 $0 3.2% $0 ∞ Content/gated 918 $15 18% $14K 4.2x Paid search 900 $111 5.0% $100K 3.8x Email marketing 850 $24 7.1% $20K 8.5x Webinars 180 $20 25% $3.6K 5.1x Social (organic) 315 $0 2.1% $0 ∞ Paid social 304 $167 3.8% $51K 2.9x Referral 300 $33 6.0% $10K 6.2x Total: 5,207 leads/month → Avg CPL: $37 → Total budget: $189K CHANNEL OPTIMIZATION: ═══════════════════════════════════════ → Scale: Organic search (zero CPL, growing) → Optimize: Paid social (high CPL, improve targeting) → Maintain: Email marketing (best ROI, 8.5x) → Test: New channels (Pinterest, TikTok for B2C) → Cut: Underperforming keywords/ads (CPA > $200) ``` ### 5. Lead Nurturing ``` LEAD NURTURING WORKFLOW ═══════════════════════════════════════ Cold Lead Nurture (0-29 points): ═══════════════════════════════════════ Week 1: Welcome email + lead magnet delivery Week 2: Educational blog post (related topic) Week 3: Case study (similar company) Week 4: Webinar invitation Week 5: Industry insights / thought leadership Week 6: Product update / new feature Week 7: Customer testimonial Week 8: Soft CTA (free trial / demo) Warm Lead Nurture (30-49 points): ═══════════════════════════════════════ Week 1: Personalized email (based on behavior) Week 2: Case study (specific industry/role) Week 3: Demo invitation (direct CTA) Week 4: ROI calculator / tool Week 5: Comparison guide (vs alternatives) Week 6: Pricing information + FAQ Week 7: Final CTA (schedule demo) → If score reaches 50+: Auto-assign to SDR → If no engagement after 4 weeks: Reduce frequency → If unsubscribes: Remove from sequence ``` ## Edge Cases - **B2B**: Long cycles, multiple stakeholders, complex scoring - **B2C**: Impulse decisions, emotional triggers, mobile-first - **Enterprise**: Custom lead magnets, personalized nurturing - **E-commerce**: Cart abandonment, product recommendations - **Global**: Multi-language, cultural adaptation ## Integration Points - **Marketing automation**: HubSpot, Marketo, Pardot, ActiveCampaign - **CRM**: Salesforce, HubSpot, Pipedrive - **Landing pages**: Unbounce, Instapage, WordPress - **Analytics**: GA4, Mixpanel, Hotjar - **Email**: Mailchimp, SendGrid, ConvertKit - **Forms**: Typeform, JotForm, HubSpot Forms ## Output ### Lead Generation Status ``` LEAD GENERATION — Q4 2024 ═══════════════════════════════════════ Monthly leads: 5,207 (↑ 18% QoQ) Average CPL: $37 (target: ≤$40) ✓ MQL conversion: 18% (target: ≥15%) ✓ SQL conversion: 8% (target: ≥5%) ✓ Top channel: Organic search (1,440 leads, $0 CPL) Best ROI: Email marketing (8.5x) Lead scoring accuracy: 82% (MQL→SQL rate) Top lead magnet: ROI Calculator (2,380 downloads) Next priority: Scale organic, optimize paid social CPL ```