In B2B a lead is not a person — it's one member of a committee of eleven to fifteen. Capture, scoring, nurture and handoff built for how buying groups actually behave.
A lead is not a person. It is one member of a committee.
Most demand generation is built on a model where an individual becomes aware, becomes interested, and eventually buys. In B2B that model describes almost nobody.
Gartner's research on technology purchasing puts the typical enterprise buying team at 11 to 15 people, of whom only four or five actually hold decision authority. The person who downloaded your guide is one of eleven, may be an influencer with no budget, and will need to convince several colleagues who have never heard of you and will never fill in a form.
Once you take that seriously, several standard practices look different. Scoring a single contact's behaviour measures one member's curiosity, not an account's intent. A nurture sequence written to one persona is being read by a committee. And marketing qualified lead
as a handoff unit is measuring the wrong object — the account is the unit, and the individual is a signal about it.
This pack is built for that reality.
Start from the accounts you should want
Build a Target Account List From Your Best Customers is the first prompt because it inverts the usual order. Instead of casting for volume and filtering later, it works backwards from the customers you already have who renew, expand, and do not consume disproportionate support — and finds what they have in common beyond firmographics.
That common thread is usually a situation rather than an industry: a trigger, a constraint, a recent change. Which is far more useful for targeting than SaaS companies, 50–200 employees.
Give people a reason to identify themselves
Design a Lead Magnet People Actually Want applies a strict test — would someone pay a small amount for this, and does consuming it advance their actual problem? A generic guide behind a form collects addresses from people doing research they will not act on for a year.
Plan a Gated Content Campaign End to End covers the whole mechanism, including the question most teams skip: what happens after the download, which is where all the value either materialises or does not.
Plan a Webinar That Generates Pipeline treats attendance as an input rather than an outcome, because a well-attended webinar that produced no conversations is an expensive content project.
Optimize a Signup or Lead Capture Form is the highest-return small fix available. Every field is a tax, and most forms collect information nobody uses to make a decision. The CRO pack covers the testing discipline around changes like this.
Diagnose a Leaky Conversion Funnel is the prompt to run before building anything new. Most teams have a larger recoverable loss between existing stages than they have available upside from a new campaign.
Score the account, not the click
Build a Lead Scoring Model is written to resist the two ways scoring models go wrong: weighting whatever is easy to track, and never validating the score against what actually closed. A model that awards points for email opens is now scoring an Apple proxy server — see email marketing for why.
The more useful signal, given the committee reality, is multiple people from one account showing up independently. That pattern means an internal conversation is happening. A single contact visiting the pricing page nine times may just be stuck.
Define the Marketing-to-Sales Lead Handoff is the prompt that resolves the oldest argument in commercial organisations. It exists to produce a written, agreed definition of what qualifies, what sales commits to doing with it, in what timeframe, and what happens when the answer is no. Almost every marketing-versus-sales dispute is a missing document rather than a bad attitude. The sales pack picks up on the other side.
Nurture, revive, convert
Write a Lead Nurture Sequence is written for someone who is not ready — which means it has to be useful without a purchase decision attached, and has to survive being forwarded to a colleague.
Re-engage a Cold or Dormant List is honest about the fact that some of the list should be suppressed rather than mailed. With Gmail and Yahoo both enforcing a spam complaint ceiling of 0.30%, mailing a dormant list is now a deliverability risk to your entire programme, not just a low-yield send.
Convert Free Trial or Freemium Users works from what the user did in the product rather than from where they are in a timed sequence, because a trial user who never reached the core action is not a pricing objection.
Demand you did not have to buy
Design a Referral Program That People Actually Use starts with the question that determines whether any of it works — whether your customers are currently in a position where recommending you is natural.
Plan a Co-Marketing or Partner Campaign and Find Partners Who Already Sell to Your Customers cover borrowed audiences, which is the fastest route to a new market when it works. The partnerships pack covers the economics and governance that decide whether it does.
Where this stops
These prompts plan and draft from what you supply; they will not invent conversion benchmarks, cost-per-lead figures, or competitor data. Lead capture is a data-collection activity governed by privacy and consent law that varies by market — GDPR, CAN-SPAM and their equivalents set real constraints on what you may collect, why, and what you may then send. Get that reviewed by someone qualified in your jurisdiction rather than inferring it from what a competitor's form does.
Sources
- Gartner, on B2B technology buying teams — typically 11 to 15 members, with only four or five holding decision authority
- Gmail email sender guidelines and Yahoo Sender Hub — spam complaint rate below 0.30%