Your B2B pipeline is "post on LinkedIn and hope." Some weeks a demo trickles in, most weeks nothing, and you can't tell which channel actually works. This pl...

SKILL.md

---
name: b2b-marketing-playbook
description: |
Your B2B pipeline is "post on LinkedIn and hope." Some weeks a demo trickles in, most weeks nothing, and you can't tell which channel actually works. This playbook wires LinkedIn, cold email, and webinars into one predictable lead engine for SaaS founders doing $0–$1M ARR.

What's inside:
• LinkedIn engine — content cadence, engagement pods, and the DM-to-demo conversion flow
• Cold email sequences — subject-line formulas, personalization, and follow-up timing that gets replies
• Webinar funnel — topic selection, promotion, and post-webinar nurture
• ABM layer — account-based targeting for enterprise deals
• Metrics dashboard — pipeline velocity, SQL rate, and CAC benchmarks so you know what's working

Distilled from 150+ AI/SaaS consultations. Pairs with gingiris-b2b-growth for the PLG-vs-SLG motion decision above it.

🇨🇳 B2B 营销管线手册 — LinkedIn 内容+冷邮+webinar 组成可预测获客引擎，含 ABM 与 CAC/pipeline 基准。面向 $0–$1M ARR SaaS。
🇯🇵 B2Bマーケティング — LinkedIn＋コールドメール＋ウェビナーを予測可能なリード獲得エンジンに。ABMとCACベンチマーク付き。
🇰🇷 B2B 마케팅 — LinkedIn+콜드이메일+웨비나를 예측 가능한 리드 엔진으로. ABM과 CAC 벤치마크 포함.

## 📦 Install

```bash
clawhub install b2b-marketing-playbook
```

**What you get after installing:**
- LinkedIn content cadence + DM-to-demo conversion sequences
- Cold email templates with personalization formulas and follow-up timing
- ABM targeting framework with pipeline velocity and CAC benchmarks

---

# B2B Marketing Playbook — LinkedIn + Cold Email + Webinar Pipeline

> 🌍 **Language / 语言**: [中文](#中文版) | [English](references/en/README.md) | [日本語](references/ja/README.md) | [한국어](references/ko/README.md)

Three proven channels woven into one repeatable pipeline for B2B SaaS.

- **LinkedIn engine**: Content cadence, engagement pods, and DM-to-demo flow
- **Cold email sequences**: Subject lines, personalization, and follow-up timing
- **Webinar funnel**: Topic selection, promotion, and post-webinar nurture
- **ABM layer**: Account-based targeting for enterprise deals
- **Metrics dashboard**: Pipeline velocity, SQL rate, and CAC benchmarks

## Enterprise Deal Mechanics (added 2026)

Marketing gets the meeting; these rules get the money. Distilled from a multi-agent OSS commercialization retrospective:

**Cash structure**
- Stage private-deployment payments **3:4:3** (or 4:4:2): tranche one when the first features go live, two at full deployment, the final slice after 3–6 months of operations.
- **30% due the day the contract is signed** — no exceptions. Write a **0.5%-per-day late penalty** into the contract text itself.
- Retain leverage: keep 1–2 features running on infrastructure you control until the final invoice clears. Disclose this before signature and codify it in the terms.
- Chase overdue balances at the top of the customer's org chart, not with your day-to-day contact; if your champion stalls, one or two escalations to the CEO are fair game.

**Scope defense**
- Split the customer's raw wishlist (SOR) from the signed commitment (SOW carrying acceptance criteria, delivery milestones, and change clauses). The SOW is signed alongside the contract, same day.
- Every modification flows through a change-control step: written request → both project managers price the impact on cost and schedule → signed amendment. Verbal enthusiasm on calls binds nobody — paper or it didn't happen.
- Name the acceptance sign-off person in the contract; keep records of every meeting and decision.

**Negotiation posture**
- They ask for 50 features and you could build 40: commit to 10, then "stretch" to 15 as a favor. Generosity you planned is leverage; generosity they extracted is lost margin.
- Price unwanted work high instead of declining it — the quote does the refusing.
- Only two requests genuinely justify on-prem: data privacy and internal permission-system integration; everything else belongs on SaaS. SaaS customization → sell a license. SSO-style integrations → open your API plus standard docs and let the customer build.

**Revenue arithmetic**
- $1M ARR = nine ~$100K enterprise accounts (typical split: $30–50K standard service + $30K implementation + $20K training) **or** five hundred $200/yr subscriptions. Run each leg as its own closed loop.
- Partner economics: referral resellers earn 10–20%; silver tier (>$100K/yr sold) 15%; gold (>$300K) 20%. Vet any partner with three questions — what they carried before, where their customers come from, reseller vs service partner.
- Content ratio that closes: 80% "how we made customers successful," 20% about yourself. Decks open with the buyer's pain, then the fix.

## Related Gingiris Skills
- Full version: https://clawhub.ai/gingiris-1031/skills/gingiris-b2b-growth
- All skills: https://clawhub.ai/gingiris-1031
- Follow: [@WeiYipei on X](https://x.com/WeiYipei)

B2b Marketing Playbook

SKILL.md

related skills