lead-capture
Converts anonymous traffic into known contacts — lead magnets, gated content, free tools, popups, and the forms behind them. Use this to design or improve a lead magnet, plan a free tool, add or fix popups and overlays, improve form conversion, or decide what is worth gating and what should stay open.
git clone --depth 1 https://github.com/cbrock84/headcount /tmp/lead-capture && cp -r /tmp/lead-capture/plugins/demand-generation/skills/lead-capture ~/.claude/skills/lead-captureSKILL.md
# Lead capture ## What gating costs Every gate trades reach for contacts. That trade is worth making only when the contact is genuinely worth more than the reader — which is true far less often than it is assumed. Gate: things with immediate practical utility that a buyer would use during evaluation — templates, calculators, assessments, data. Do not gate: thought leadership, anything you want cited or shared, or anything a competitor publishes openly. ## Lead magnets The test is whether someone would pay a small amount for it. If not, it will not earn an email address that gets used. The best ones are things people *use* rather than read: a template that saves an afternoon, a calculator that answers a specific question, a checklist for a process they are mid-way through. An ebook that restates blog posts is not one. Match the magnet to a stage. Someone downloading a beginner's guide is not ready for a sales call, and treating them as if they are burns the list. ## Free tools The strongest form: durable, earns links, and qualifies by use rather than by claim. Build one only if it does something genuinely useful standalone, and keep the gate light — let people use it, and ask for the email to save or export the result. Gating before value is delivered converts a fraction as well. ## Popups and overlays Popups work and are widely hated; both facts matter. - **Trigger on behavior, not time** — exit intent, scroll depth, or a second visit. A popup at three seconds interrupts someone who has not yet decided whether to care. - **Once per visitor**, remembered. Repeated interruption is what generates the hatred. - **Never on mobile mid-content.** Beyond the user cost, it is penalized. - **Offer something specific.** "Subscribe to our newsletter" is not an offer. "The pricing calculator" is. - **One clear dismissal.** Hidden or tiny close buttons cost more in reputation than they gain in conversions. ## Forms Every field costs conversion. Ask for what you need to do the next step and nothing for a later one — enrichment can fill the rest. Explain any field whose purpose is not obvious, since unexplained fields are where people abandon. ## Never - Gate something the buyer can get ungated elsewhere in one click. - Ask for a field nobody downstream uses. Every additional field costs conversion and the sales team is not reading it. - Trigger a popup before the visitor has seen anything worth staying for. - Treat a form fill as intent. Most of them are people who wanted the asset.
Concentrates marketing and sales effort on a named set of accounts rather than on volume — qualifying whether the model fits your economics at all, building the account list and the buying group inside each, tiering effort against account value, coordinating so the account experiences one campaign rather than several, and measuring account progression instead of leads. Use this to decide whether to run an account-based program, build one, or work out why an existing one produces activity and no pipeline.
Designs orchestrator-and-subagent hierarchies for a repository — splitting agents by exclusive write surface, pairing every producer with an independent auditor, and enforcing the split with a script that runs in CI. Use this whenever the user wants to set up, expand, audit, or fix a multi-agent or subagent structure for a codebase; asks how to divide work between agents; wants agent charters, roles, or a surface map written; or is hitting agents that collide on the same files, review their own work, or drift from their remit. Also use when sizing a roster or deciding whether a new agent is justified.
Governs models and AI systems in production — intended use, evaluation, monitoring, human oversight, documentation, and the decision to deploy or retire. Use this before deploying a model or AI feature, when defining evaluation criteria, when a model's behavior has drifted, when assessing AI risk or regulatory exposure, or when deciding whether an AI system is fit for a consequential decision.
Produces executive-level research — market sizing, competitor mapping, trend analysis, and strategic intelligence — grounded in cited sources with the confidence in each claim made explicit. Use this to analyze a market or industry, map competitors, evaluate a market-entry or build-versus-buy decision, produce a research brief, or assemble evidence for a decision. Also use when comparing options that need a structured, evidence-based verdict rather than an opinion.
Optimizes for AI assistants and AI-generated answers — being retrievable, being cited, and being represented accurately when a model answers on your behalf. Use this when traffic is shifting from links to AI answers, when a brand is misrepresented or absent in AI responses, when planning content for retrieval rather than ranking, or when deciding how AI search changes an existing SEO program.
Improves visibility and conversion in the App Store and Google Play — metadata, keywords, screenshots, ratings, and the listing experience that turns an impression into an install. Use this to audit or optimize an app listing, plan a launch listing, diagnose poor install conversion, or improve store search visibility.
Protects and restores data — backup coverage and scope, retention, immutability against ransomware, and proving restores actually work. Use this to design a backup regime, verify restores, plan retention, protect backups from ransomware, or recover from data loss.
Runs the planning cycle — annual budget, rolling forecast, consolidation of business unit inputs, and the variance analysis that explains actuals against plan. Use this to build or challenge a budget, run a forecast cycle, consolidate departmental submissions, explain why results diverged from plan, or improve forecast accuracy.