The Lead Generation Machine: Build Predictable Pipeline

Find ideal accounts, use buying signals, create lead magnets, improve outreach, qualify prospects, and scale pipeline

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a predictable lead generation system connecting ideal accounts, buying signals, demand assets, outreach, qualification, and pipeline.
Identify ideal accounts, customer problems, intent signals, and the right moments for outreach.
Create lead magnets, demand assets, outreach sequences, qualification, and effective sales handoffs.
Measure pipeline performance, optimize the system, and scale lead generation responsibly.

Course content

2 sections • 11 lectures • 1h 47m total length

Design the Predictable Lead Generation System10:06
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the predictable lead generation system. Students apply the framework to a continuing case and complete a practical assignment.
Identify Ideal Accounts and Buying Signals9:53
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind ideal accounts and buying signals. Students apply the framework to a continuing case and complete a practical assignment.
Create Lead Magnets and Demand Assets10:04
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind lead magnets and demand assets. Students apply the framework to a continuing case and complete a practical assignment.
Outreach Qualification and Sales Handoffs9:48
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind outreach, qualification, and sales handoffs. Students apply the framework to a continuing case and complete a practical assignment.
Pipeline Analytics Optimization and Scale9:41
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind pipeline analytics, optimization, and scale. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Account-Based Growth Model9:25
Work through the practical lesson: The Account-Based Growth Model. This applied study preserves the original Account-Based Marketing - Win High-Value B2B Accounts case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Strategy Decision Brief and Account Based Marketing Plan. Make a specific business decision visible before selecting activities or tools. Coordinate work on a small set of high-value accounts using a shared evidence and ownership model.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Account Selection Intent and Opportunity Prioritization9:45
Work through the practical lesson: Account Selection Intent and Opportunity Prioritization. This applied study preserves the original Account-Based Marketing - Win High-Value B2B Accounts case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Ideal Customer Profile Worksheet and Stakeholder Decision and Influence Map. Define the customers you can serve well and specify observable qualification and exclusion criteria. Understand stakeholder interests and decision rights so that communication supports a real decision.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Buying Committees Insight and Account Plans9:41
Work through the practical lesson: Buying Committees Insight and Account Plans. This applied study preserves the original Account-Based Marketing - Win High-Value B2B Accounts case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Messaging and Proof Map and Content Strategy and Distribution Planner. Translate positioning into messages that answer buyer questions and are backed by verifiable proof. Choose content that helps a defined audience make a decision and plan its distribution and measurement.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Orchestrated Campaigns Sales Alignment and Engagement9:39
Work through the practical lesson: Orchestrated Campaigns Sales Alignment and Engagement. This applied study preserves the original Account-Based Marketing - Win High-Value B2B Accounts case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Relevant Outreach Planning Sheet and Lead Qualification Scorecard. Plan a relevant first contact around a verified business problem and a reasonable next step. Prioritize leads using fit, need, intent, and verified evidence while avoiding unsupported assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Account Analytics Expansion and Responsible Scale9:35
Work through the practical lesson: Account Analytics Expansion and Responsible Scale. This applied study preserves the original Account-Based Marketing - Win High-Value B2B Accounts case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Funnel Analytics Forecasting and Continuous Improvement10:00
Work through the practical lesson: Funnel Analytics Forecasting and Continuous Improvement. This applied study preserves the original The B2B Sales Funnel Blueprint - Attention to Revenue case context, then transfers its decision method to The Lead Generation Machine: Build Predictable Pipeline.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No technical experience is required; basic marketing, sales, or business familiarity is helpful.

Description

This course contains the use of artificial intelligence.

Predictable lead generation is not created by collecting random contacts or sending more messages. It requires a connected system for identifying the right accounts, recognizing meaningful buying signals, creating useful demand assets, reaching out with relevance, qualifying opportunities, and measuring pipeline quality.

This course gives you a practical framework for building that complete system. You will learn how to define ideal accounts, understand customer problems, identify intent, create lead magnets, develop demand assets, design outreach, qualify prospects, create effective sales handoffs, and use analytics to improve performance.

Across five focused lectures, you will build the complete lead generation system. The course covers system design, ideal accounts and buying signals, lead magnets and demand assets, outreach and qualification, sales handoffs, pipeline analytics, optimization, and scale. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real business, offer, market, or client.

This course is designed for marketers, sales professionals, founders, consultants, agencies, and growth teams responsible for lead generation. No technical experience is required. Basic familiarity with marketing, sales, or business is helpful but not necessary.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on relevance, qualification, responsible outreach, shared definitions, and measurable pipeline outcomes.

By the end, you will have a repeatable lead generation machine that produces better-fit opportunities and supports sustainable growth.

Who this course is for:

Marketers, sales professionals, founders, consultants, agencies, and growth teams responsible for lead generation.

The Lead Generation Machine: Build Predictable Pipeline

What you'll learn

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Course content

Build the Complete Lead Generation System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 58min

Requirements

Description

Who this course is for: