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scale-b2b-qualified-pipeline

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Use this skill when the goal is SQLs and qualified pipeline from Meta, not lead volume — the 6-step spine: map market, build audiences, feed CAPI, creative loop, segments, SQL reporting.

skills/ivan-falco/scale-b2b-qualified-pipeline/SKILL.md

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# Scale B2B Qualified Pipeline on Meta

A step-by-step playbook for turning Meta Ads spend into **qualified pipeline (SQLs)** for B2B, not cheap lead volume. This is the end-to-end system written at full depth.

> This playbook is the spine. For the deeper mechanics of any single piece, link out (one level) to the reference files in this folder: `audience-strategy.md`, `meta-capi-and-events.md`, `campaign-structure.md`, `creative-strategy.md`, `creative-cadence-operating-system.md`, `optimization-playbook.md`, `meta-ads-operating-system.md`.

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## The core idea (read first)

Most B2B teams run a Meta campaign, get a pile of low-quality leads, decide "Meta doesn't work for B2B," and move their budget somewhere else. In almost every case the setup was the problem, not the campaign.

**Meta is extremely good at finding exactly what you ask it to find.** If you optimise for "Lead" and give it nothing else to go on, it does its job perfectly and brings you the cheapest form-fills it can. They are real leads, they just never turn into pipeline.
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