---
name: techonomy-leadgen
description: Use this skill whenever planning, designing, or modifying Techonomy's internal lead-gen assets — e.g., AI Readiness Scan, fan data diagnostics, martech maturity tools, loyalty scoring scans, or any new generator. Triggers on phrases like "nieuwe generator", "lead-gen tool", "AI Readiness Scan", "Techonomy scan", "leadgen asset", "diagnostisch tool", or when working inside the leadgens-techonomy project. All output defaults to Dutch unless explicitly asked otherwise.
version: 1.0.0
category: marketing
last_updated: 2026-03-12
---

# Techonomy Lead Gen Engine — Internal Skill

## Doel

Elke generator die Techonomy lanceert volgt dezelfde canonieke flow, data-contracten en storytelling-regels uit de Lead Gen Engine deck. Dit skill document is de single source of truth voor copy, UX-patronen, scoring en implementatie-guardrails.

---

## Stap 1 — Context ophalen (altijd eerst)

Before starting any generator, gather current context:

1. **Techonomy.nl** — Check positioning, industries, cases, and current priorities (Dutch + English pages).
2. **`leadgen-deck-cheatsheet.md`** — Align copy, tone, and promises to the deck.
3. **`ai-readiness-scan.md`** — Reference for implementation specifics (state machine, scoring, admin tools).

---

## Stap 2 — Concept definiëren

For every new generator, define the following before writing a single line of code or copy:

| Element | Beschrijving |
|---|---|
| **Probleem** | Welk concreet pijnpunt raakt de doelgroep? |
| **Belofte** | Wat levert de scan op in < 5 minuten? |
| **Bewijs** | Welke klanten / cases / data onderbouwen dit? |
| **Doelgroep** | Enterprise marketing, sport, healthcare, of onderwijs? |
| **Pillars** | 6–9 thema's waarop gescoord wordt. |
| **Capture fields** | Naam, e-mail, bedrijf, functie + consent checkbox. |
| **UTM-parameters** | `utm_source`, `utm_medium`, `utm_campaign`, `utm_content`. |

---

## Canonieke architectuur (alle generators)

```
Hero → Questionnaire → Preview/Gate → Lead Capture → Results → Admin
```

### Hero
- Orbitron headline.
- Badges: geschatte duur, benchmark-context, anonimiteit-garantie.
- Één primaire CTA ("Start de scan").
- Formuleer altijd als **Probleem → Belofte → Bewijs** in de hero-tekst.

### Questionnaire
- Reusable component driven by a single config array.
- **6–9 pillars**, each with sub-questions.
- Per-question score: `0` (niet aanwezig) → `3` (volledig ingericht).
- **"Vorige vraag"** control on every question; previous answers must persist.
- Progress indicator can only move forward, never regress visually.
- Keyboard navigation must work throughout.
- Never hardcode copy into logic — all strings live in the config array.

### Preview / Gate
- Show teaser stats ("Je scoort hoger dan X% van vergelijkbare bedrijven") before the form.
- Label: **"Nog 1 stap"** — keep the motivator light.
- Do not reveal the full score yet.

### Lead Capture
- Required fields: Voornaam, Achternaam, E-mailadres, Bedrijfsnaam, Functietitel.
- Optional toggle: "Plan direct een gesprek met Techonomy".
- Consent checkbox (AVG/GDPR compliant) — required field.
- Validate on submit; block empty or malformed submissions.
- Store locally AND prepare payload for backend (Supabase / HubSpot adapter).

### Results — drie tabs

| Tab | Inhoud |
|---|---|
| **Overzicht** | Totaalscore, niveau-badge, één-zin samenvatting. |
| **Details** | Per-pillar breakdown met score + toelichting. |
| **Acties** | Top 3 quick wins + focus-thema + primaire CTA. |

- Always end with: **"Plan een AI readiness gesprek"** (or equivalent) with UTMs pre-populated.
- Share / export buttons toggle based on results state.

### Admin
- Guarded route (query param for now, auth before production).
- Table of all leads: naam, bedrijf, score, timestamp, raw JSON download.
- Export CSV button — headers must match spec below.
- Wipe storage button (with confirmation dialog).
- Always ship the admin view so teammates can submit a test lead and verify the payload.

---

## Scoring

| Bandbreedte | Niveau | Kleur | Badge-tekst |
|---|---|---|---|
| 0 – 33 | Niveau 1 | Rood `#DC2626` | "Startfase" |
| 34 – 66 | Niveau 2 | Amber `#D97706` | "In ontwikkeling" |
| 67 – 100 | Niveau 3+ | Groen `#16A34A` | "Koplopers" |

Mirror quick-win copy to the score band — level-1 gets foundational advice, level-3 gets optimisation advice.

---

## Data-contract

### localStorage helpers (must expose these four)
```ts
saveLead(lead: Lead): void
updateContact(id: string, contact: ContactFields): void
exportCSV(): void        // triggers browser download
resetLeads(): void       // wipes storage after confirmation
```

### Lead payload shape
```ts
{
  id: string,            // uuid
  createdAt: ISO8601,
  source: string,        // utm_source
  medium: string,        // utm_medium
  campaign: string,      // utm_campaign
  expertise: string,     // "sports" | "healthcare" | "education" | "enterprise"
  persona: string,       // e.g. "CMO" | "CDO" | "Marketing Manager"
  isTestSubmission: boolean,
  contact: {
    firstName: string,
    lastName: string,
    email: string,
    company: string,
    jobTitle: string,
    planGesprek: boolean,
    consent: boolean
  },
  score: {
    total: number,       // 0–100
    level: 1 | 2 | 3,
    pillars: { id: string, score: number, maxScore: number }[]
  },
  answers: {
    questionId: string,
    score: number,       // 0–3
    text: string         // human-readable answer label
  }[]
}
```

### CSV headers (fixed — do not change)
```
id,createdAt,source,medium,campaign,expertise,persona,isTestSubmission,
firstName,lastName,email,company,jobTitle,planGesprek,consent,
totalScore,level,pillar1Score,pillar2Score,...,pillarNScore
```

---

## Design-guardrails

| Token | Waarde |
|---|---|
| Primair blauw | `#0000DC` |
| Donker navy | `#000031` |
| Gradient | `linear-gradient(135deg, #0000DC, #000031)` |
| Headline font | Orbitron (Google Fonts) |
| Body font | Montserrat |
| Default taal | **Nederlands** (altijd, tenzij brief expliciet anders vraagt) |

---

## Taal & copy-regels

- **Alles staat standaard in het Nederlands** — elke scherm, label, CTA, foutmelding, en validatie-bericht.
- Gebruik de toon uit de deck: direct, data-driven, zonder jargon.
- Messaging pillars (uit de deck):
  1. AI/data readiness
  2. Fan data activatie
  3. Gepersonaliseerde commerce
  4. Loyalty scoring
  5. MarTech maturity
  6. Performance diagnostics
  7. Recruitment / education scans

---

## Techonomy context snapshot

- **65+ digitale en data-specialisten** die end-to-end marketing-, sales- en fan-engagement-programma's leveren.
- **Klanten**: KNVB, PSV, UEFA, Vattenfall, Deloitte en andere toonaangevende merken.
- **Expertises**: data & intelligence, conversion management, creative content/video, education, sports & loyalty.
- **HQ**: Eindhoven — onderdeel van The Relevance Group.
- **Ideale lead-gen-invalshoeken**: AI/data readiness, fan data activatie, gepersonaliseerde commerce, loyalty scoring, MarTech maturity, performance diagnostics, recruitment/education scans.
- **Doelgroep**: enterprise marketing-, sports- en healthcare-beslissers met directe waardebehoefte.

---

## Lead Gen Engine deck — diaoverzicht (16 slides)

| # | Titel | Kernboodschap |
|---|---|---|
| 1 | Intro | TECHONOMY wordmark splash |
| 2 | Probleem | Gefragmenteerde lead gen, stijgende CAC, paid spend leert niet snel genoeg |
| 3 | Oplossing | AI Lead Generation Engine — continu generators lanceren, gedeelde data-spine |
| 4 | Funnel | Awareness → Engagement → Qualification → Conversion loop |
| 5 | Advertising | Always-on creative testing, ad-to-generator choreografie |
| 6 | Verrijking | 360º profiling (first-party data, signals, enrichment providers) |
| 7 | Categorisatie | Hot/Warm/Cold scoring met AI classification chips |
| 8 | Opvolging | Email/SMS sequencer, handover to sales, revenue attribution |
| 9 | Engine | Systeem-diagram: generator studio, data layer, scoring, comms, analytics |
| 10 | AI Magic | LLMs, embeddings, vector stores, automation agents |
| 11 | Feedback Loop | Closed-loop analytics, retraining, generator iteration cadence |
| 12 | Overzicht | Dashboard: stage KPI's, generator health, spend vs. pipeline |
| 13 | Expertises | MarTech, Performance, Interactive Marketing, Advanced Data |
| 14 | Pakketten | Modulaire aanbiedingen (3–5 / 5–7 / 7+ generators, met/zonder ads) |
| 15 | Discussie | Stakeholder feedback prompt |
| 16 | Einde | TECHONOMY end card |

---

## QA-checklist (voor elke generator)

- [ ] Hero rendert correct op desktop én mobiel; CTA scrollt naar vragenlijst.
- [ ] Progress indicator regresreert niet; keyboard navigation werkt volledig.
- [ ] "Vorige vraag" werkt op elke vraag en behoudt eerdere antwoorden.
- [ ] Lead capture blokkeert lege en ongeldige submissions.
- [ ] Results-pagina respecteert score-ranges en toont correcte niveau-badge.
- [ ] Admin route exporteert CSV met juiste headers en toont laatste submission.
- [ ] Test-submission is gemarkeerd als `isTestSubmission: true` in payload.
- [ ] UTM-parameters zijn aanwezig in alle CTAs en opgeslagen in lead-payload.

---

## Uitbreidingsprotocol

1. Log elke nieuwe generator in `leadgen-deck-cheatsheet.md` zodat messaging consistent blijft.
2. Bij nieuwe industrieën: voeg decks/refs toe onder `references/` en link ze hier.
3. Vervang localStorage-adapters door `useSupabase` / `useHubspot` voor productie-launch.
4. Voeg auth toe aan de admin-route vóór productie.