B2B Lead generation:
playbook, scripts & KPIs

Lead generation is the process of creating a steady flow of qualified prospects through various channels (outbound, inbound, partnerships). The goal: generate measurable business opportunities with controlled acquisition cost (CAC) and predictable sales cycle.

Focus on 1-2 channels maximum initially. For B2B: LinkedIn + cold email (outbound), content marketing + SEO (inbound), communities/events (networking), or partnerships. The choice depends on your ICP: where are your prospects? What's their decision cycle? Test, measure, double down on what works.

Essential KPIs: ICP match (targeting quality), reply rate (outbound), conversion rate per stage (lead → MQL → SQL → customer), CAC (acquisition cost), LTV/CAC ratio, payback period, average sales cycle. Start simple: measure reply → meetings → conversion first before optimizing.

Optimal cadence: 5-7 touches over 10-14 days. Email 1 (D0): hook + value. Email 2 (D3): soft follow-up. Email 3 (D7): social proof or case study. Email 4 (D10): breakup email. Personalize the first email, rest can be more generic. Quality > quantity.

Ember is not just a prospecting tool. It's an AI sparring partner that structures your entire acquisition strategy. The ICP module generates a persona across 16 dimensions with needs, frustrations, buying criteria and preferred channels. The Market module quantifies your TAM/SAM/SOM to prioritize segments. The Interviews module synthesizes customer verbatims (Say/Think/Do) to refine your messaging. The Lead Gen module (coming soon) defines your cadence, scripts and KPIs. Result: a systematic approach fed by structured data, not intuitions.

ChatGPT generates generic scripts from prompts. Ember structures complete strategic thinking: your ICP is defined across 16 dimensions, your market is quantified, your customer interviews are synthesized. Ember's AI challenges your assumptions, detects inconsistencies between your targeting and your message, and generates contextualized recommendations. It's not a text generator, it's a coach that pushes you to refine your strategy before sending the first email.

Ember offers several integrated AI features to optimize your prospecting: the ICP module automatically generates a detailed persona with preferred contact channels. The Interviews module analyzes customer interviews and extracts key insights (frustrations, needs, language used). The AI coach in each module challenges your assumptions about your target. The Lead Gen module (coming soon) will generate script suggestions based on your ICP and interviews. The goal: prospect with a message that resonates, not generic templates.

Outbound = quick results but constant effort (linear scalability). Inbound = significant initial effort but long-term asset (exponential scalability). In early-stage, prioritize outbound to validate ICP and messaging. Add inbound gradually to create a sustainable flywheel.