Build a Lead Gen Machine
ICP to pipeline — a complete B2B lead gen system with AI
Lead generation used to mean expensive tools, a dedicated SDR, and months of testing. With AI, one person can build a complete inbound + outbound system in an afternoon — from defining your ideal customer to having automated follow-up sequences running by end of day.
What you'll build
Four outputs, built in one session. Each one connects to the next.
An Ideal Customer Profile (ICP) document
A LinkedIn outreach sequence (5 messages, AI-personalized)
A lead capture landing page with a clear offer
A 5-email nurture sequence that runs automatically
Define your ICP
Every lead gen failure starts here. Vague targeting produces vague results. Before writing a single message, define exactly who you are going after — not a broad category, but a specific person in a specific situation.
Prompt for Claude →
Help me define my Ideal Customer Profile (ICP) for lead generation. What I sell: [product or service] Current best customers: [describe 2-3 of your best clients — what they have in common] Problems I solve: [list 3-5 specific pains] Results I deliver: [list 3-5 specific outcomes with numbers if possible] Define my ICP with: 1. Demographics (company size, industry, geography, revenue range) 2. Role profile (job title, seniority, team size they manage) 3. Situation triggers (what event or circumstance makes them ready to buy?) 4. Pain statements (3 specific things they say when they have this problem) 5. Success metrics (how do they measure whether your solution worked?) 6. Where to find them (LinkedIn search criteria, communities, events) Make it specific enough that I could search for this person on LinkedIn right now.
LinkedIn outreach sequence
LinkedIn cold outreach works when it does not feel cold. The goal of message 1 is not to sell — it is to get a reply. AI writes the sequence; you personalize the first line for each prospect.
Connection request (300 chars)
No pitch, genuine reason to connect
Day 2 after connect: value message
Share something useful, no ask
Day 5: soft intro
One sentence about what you do and who you help
Day 10: case study or result
One specific outcome for a similar customer
Day 15: breakup message
Honest, no pressure, leave the door open
Prompt for Claude →
Write a 5-message LinkedIn outreach sequence for my ICP. What I do: [one sentence] ICP: [paste your ICP definition from Step 1] Main outcome I deliver: [specific result with a number if possible] Tone: [conversational / professional / direct] Message 1 (connection request, 300 chars max): - Personal, no pitch, genuine reason to connect Message 2 (Day 2, value message, 100-150 words): - Share a useful insight or resource relevant to their situation - Zero ask Message 3 (Day 5, soft intro, 80-100 words): - One-line about what you do, who you help, what outcome you create - End with a low-friction question (not "do you want a demo?") Message 4 (Day 10, proof, 100-120 words): - One specific result for a similar customer - Soft CTA to chat Message 5 (Day 15, breakup, 60-80 words): - Honest close, no pressure, leave the door open for the future
Lead capture landing page
Your outreach needs somewhere to send people. One page, one offer, one CTA. The offer should give something valuable in exchange for an email address.
The checklist/template
“Download the 10-step [process] template we use with clients”
The audit/assessment
“Get a free 15-minute [X] audit for your business”
The case study
“See how [company type] achieved [result] in [timeframe]”
Prompt for Claude →
Write landing page copy for my lead magnet. What I offer: [describe your lead magnet — checklist / audit / case study] Target customer: [ICP from Step 1] Main outcome they get: [what they walk away with] Why it is valuable: [what would they normally pay for this or how long would it take to do themselves] Write: 1. Headline (8 words max — outcome-focused) 2. Subheadline (1 sentence expanding on the headline) 3. 4 bullet points (what they get — specific, not vague) 4. Social proof line (format: "Trusted by [type of companies] to [outcome]") 5. CTA button text (3-5 words) 6. Form field labels (first name + email only — fewer fields = more conversions)
Nurture email sequence
Most leads are not ready to buy today. A 5-email nurture sequence keeps you top-of-mind until they are.
Deliver the lead magnet
One quick win they can use today
Your story
Why you do what you do, who you help
The biggest mistake
The most common mistake your ICP makes (educational)
Case study
A specific result for a similar customer
Soft offer
If you want help with this, here is how to work with me
Prompt for Claude →
Write a 5-email nurture sequence for B2B leads who downloaded my [lead magnet]. My business: [what you do] Target customer: [ICP] Lead magnet topic: [what they downloaded] Main service/product I want to eventually sell: [describe] Tone: [conversational / professional / direct] For each email: - Subject line - Preview text (45 chars) - Full email body (150-250 words) - One clear CTA Rules: - Emails 1-4: educate and build trust, no hard sell - Email 5: soft offer, respectful, easy to say no to - Each email should stand alone if forwarded
Tools to run this
All three have free tiers. Start there before upgrading.
LinkedIn Sales Navigator
Advanced search to find exact ICP matches. Free trial available.
Instantly.ai or Apollo.io
Outreach automation and email sequencing. Start with Apollo free tier.
Beehiiv or ConvertKit
Email nurture sequences. Both have free tiers up to 1,000 subscribers.
What to read next
Keep building. Each guide adds another layer to your system.
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