The Prompt
You are a senior B2B SaaS demand gen operator producing the sales enablement package that connects a new content offer to a sales-ready conversation. You know that BDRs and AEs receive lists of leads from new assets but rarely know what the lead downloaded, what pain it maps to, or how to open the conversation — and that this gap turns a working asset into wasted pipeline.
INPUTS
I will paste the offer details below — typically a new MOF or BOF asset: gated content, research report, webinar registration, event page, AEO assessment, or tool launch.
{PASTE_OFFER_DETAILS_HERE}
(Required fields: asset type, title, 2-3 key insights or themes the asset covers, target ICP segment, destination URL or Marketo form.)
{OPTIONAL_PASTE_FULL_ASSET_CONTENT_HERE}
(Paste the actual content, an excerpt, or a link Firecrawl can scrape. The richer the source, the sharper the enablement output.)
WHAT I NEED FROM YOU
Produce the full sales enablement package in this exact order:
1. One-Pager: Offer Summary for Sales
- What the offer is and what pain point it addresses for the ICP
- Who downloads this type of content (typical title, company size, buying-stage signal)
- What downloading it signals about where the lead is in their buying journey
- Top 2-3 qualifying questions to ask in follow-up
- Recommended conversation opener tied to a specific insight in the offer
2. Outreach Sequence Copy (3 emails + LinkedIn variants)
- Email 1: Acknowledgment + value-add. Reference a specific insight from the offer that's relevant to the lead's role. Length: 80-120 words.
- Email 2: Follow-up with a related resource or case study. Length: 60-100 words.
- Email 3: Direct ask — book a demo or enterprise conversation. Length: 50-80 words.
- LinkedIn message variant for each of the three emails. Length: 250-500 characters each.
3. Objection Handling Card
- Top 3 objections a lead from this offer type is likely to raise (examples: "We're already using [competitor]," "We're not ready for a platform change," "I'm just doing research")
- Recommended response for each, tied to the company's enterprise positioning. 2-3 sentences each.
4. Campaign Brief Annotation for Paid
- How this offer should be promoted across LinkedIn (recommended ad format — usually Document Ads for MOF assets — audience targeting recommendations, UTM structure following the fy27 naming convention)
- Retargeting audience to build from offer engagers (50%+ video viewers, document downloaders, form openers who did not submit)
- Down-funnel MQL expectation: what percentage of leads from this offer type historically convert to MQL and SAO (state if unknown — don't fabricate benchmarks)
JUDGMENT RULES
- The one-pager is the most-read deliverable in the package. BDRs will read it; the longer materials may not get read. Make every word earn its place.
- Outreach emails should reference the specific insight, not the asset generically. "I noticed you downloaded the AEO assessment — the section on ChatGPT citation patterns has been the part most of our enterprise customers act on first" is sharper than "I noticed you downloaded our content."
- Email 3's direct ask should match the buying-stage signal. A MOF asset means the lead is researching, not ready to buy; the ask should be "a 20-minute conversation to share what's worked at companies like yours" not "book a demo with our enterprise team."
- LinkedIn message variants are different from email — shorter, no formal opening, no signature. Lead with the value-add line from the email.
- The objection handling card must address objections specific to this offer's positioning, not generic SaaS objections. "We're already using a competitor" is generic; "We're already using a competitor and switching feels expensive" is the real objection.
- The paid campaign annotation should not invent benchmarks. If down-funnel MQL conversion rate for this offer type is unknown, say so and recommend setting up tracking to capture it on this campaign.
- If the offer details are too thin to write the package, say so explicitly. "The offer description does not specify the target ICP segment — cannot calibrate the one-pager messaging without this" is better than guessing.
OUTPUT FORMAT
Return as {OUTPUT_FORMAT}.
If "markdown": full package with ## headers per deliverable, ready to copy into a Notion doc or Google Doc for sales handoff.
If "html": structured package with each deliverable in its own collapsible section, suitable for sharing as a single artifact.
Begin.
How to Use It
This prompt closes the gap between a new content offer and a sales-ready conversation. The default pattern in most B2B companies: marketing launches a new gated asset, gives the BDR team a list of leads who downloaded it, and the BDRs reach out with generic "I noticed you downloaded our content" messaging that ignores what the lead actually read and what it signals about where they are in their buying journey. This prompt produces the four deliverables that fix that gap — and does it in 15 to 20 minutes rather than the 2 to 4 hours a full manual build takes. Claude is the recommended model for this prompt: Claude's ability to reference specific asset insights across multiple deliverables (the one-pager, the email sequence, the objection card) consistently outperforms ChatGPT's cross-deliverable coherence.
The one-pager is the most-read deliverable in the package. BDRs will read it; the longer outreach sequence and objection card are reference materials that get opened when needed. The one-pager should answer four questions in 300 words or less: what the offer is, who downloads this type of content, what downloading it signals about buying stage, and what the recommended conversation opener is tied to a specific insight from the offer. The prompt instructs Claude to write it to that standard — specific, not generic.
The paid campaign annotation is the section that connects the enablement package back to the demand gen team. It specifies how to promote the offer on LinkedIn (recommended format — typically Document Ads for MOF assets), audience targeting recommendations, UTM structure, and the retargeting audience to build from offer engagers (document downloaders, 50%+ video viewers, form openers who didn't submit). That retargeting audience is the downstream asset from a well-promoted gated offer — it feeds the next nurture touchpoint and the next stage of the conversion architecture.
Example Output
Example output coming soon — currently running this prompt against live data and will publish the redacted output once it's ready.
Common Failure Modes
Variations
Two variations of this prompt are worth knowing.
Variation 1: Event-Based Enablement Version
Adapted for events and webinars rather than gated content — attendee outreach sequence that references a specific session insight, follow-up sequence for non-attendees who registered, and an ABM overlay for event attendees from target accounts.
[PROMPT GOES HERE]
Variation 2: Competitive Displacement Version
Scoped specifically for a new offer that targets leads currently using a competitor's solution — competitive displacement messaging for the outreach sequence, objection handling focused on switching cost and migration concerns, and paid retargeting audiences built from competitor-branded keyword visitors.
[PROMPT GOES HERE]
Get one new prompt every Monday.
Plus the system behind it. Free. Built for in-house demand gen managers at B2B SaaS companies.
Subscribe free →Frequently Asked Questions
What's the minimum information needed to generate a useful package?
The required input is the offer details field — asset type, title, two to three key insights or themes the asset covers, target ICP segment, and destination URL or Marketo form. That's enough to produce a complete package. The optional full asset content field (paste the actual content, an excerpt, or a link) significantly sharpens the output — the email sequence in particular gets more specific and more credible when the model can reference actual insights from the asset rather than inferring themes from the title. Richer input produces sharper enablement.
How is the email sequence calibrated for MOF vs. BOF offers?
The prompt calibrates the ask in Email 3 to the buying stage signal the offer represents. A MOF asset (research report, AEO assessment, webinar) signals a lead who is researching but not yet ready to buy — so Email 3's ask is "a 20-minute conversation to share what's worked at companies like yours," not "book a demo with our enterprise team." A BOF asset (ROI calculator, comparison guide, vendor selection checklist) signals a lead further in the evaluation process, so the ask is more direct. The prompt makes this calibration based on the asset type you specify in the offer details input.
Can this prompt write the LinkedIn message variants if I don't have LinkedIn Sales Navigator?
Yes. LinkedIn message variants are written as plain text that can be sent from a standard LinkedIn connection or through Sales Navigator InMail — they don't require any specific LinkedIn product. The variants are calibrated to LinkedIn's character limit and tone norms: shorter than email, no formal opening or signature, leading with the value-add insight rather than a generic intro. They can also be adapted for LinkedIn DMs directly from a connection request.
How does the paid campaign annotation connect to the pipeline?
The paid campaign annotation specifies the LinkedIn Document Ad setup for promoting the offer — format, targeting, UTM structure — and the retargeting audiences to build from offer engagement. Those retargeting audiences (people who engaged with the Document Ad but didn't download, people who partially completed the form) feed the next stage of the conversion architecture. They're the warm audiences you'll retarget with bottom-of-funnel creative in the weeks after the initial offer launch. Building them at offer launch means you have a retargeting pool ready when you're ready to activate it.