feat(skills): add marketing skills collection

shared/skills/prospecting/references/b2b-prospecting.md

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+# B2B Prospecting Reference
+
+For when the user sells to non-SaaS B2B — services, agencies, manufacturers, mid-market and enterprise companies, professional services firms.
+
+---
+
+## ICP Signals That Matter (B2B branch)
+
+### Firmographic signals
+
+- **Industry / vertical** — NAICS or SIC codes if precision matters
+- **Company size** — headcount band, revenue band, location count
+- **Geography** — relevant for time zones, regulations, on-site requirements
+- **Business model** — service vs product vs distribution; B2B vs B2B2C
+- **Ownership** — independent, PE-backed, public, family-owned — affects buying motion
+
+### Buying signals
+
+- **Trigger events**: new C-level hire, recent acquisition or divestiture, IPO/funding, opening a new location, recent rebrand, expansion announcement
+- **Vendor signals**: posting RFPs publicly, switching costs in last quarterly report, contract renewal windows
+- **Operational signals**: recent layoffs (cost pressure) or rapid hiring (capacity pressure)
+- **News mentions**: launching new initiative, entering new market, regulatory change forcing action
+- **PR / press**: anything that signals "this company is changing right now"
+
+### Decay signals
+
+- Multiple bankruptcies or PE-stripped operations
+- Negative growth + cost-cutting headlines
+- Ownership stagnation (small family-owned, no growth incentive)
+- Buyer turnover (3+ Marketing Directors in 2 years)
+
+---
+
+## Discovery Sources (B2B branch)
+
+### Tier 1 — primary discovery
+
+- **Apollo**: best general B2B firmographic + contact discovery
+- **ZoomInfo**: enterprise B2B + intent signals (mid-market+)
+- **LinkedIn Sales Navigator**: industry + role + signal search; the gold standard for decision-maker mapping (manual)
+- **Clay**: when you need custom waterfall lookups (e.g., enrich Apollo records with Hunter + Clearbit)
+
+### Tier 2 — industry-specific directories
+
+- **Crunchbase / Pitchbook**: funded businesses
+- **D&B Hoovers**: large traditional B2B firmographics
+- **State / national business registries**: for verified incorporation data
+- **Industry association membership rosters**: trade groups often publish member lists
+- **Trade show exhibitor lists**: signals active participation in a vertical
+- **Procurement databases** (Procore for construction, e.g.): vertical-specific signals
+
+### Tier 3 — trigger event monitoring
+
+- **Google Alerts / Feedly**: trigger keywords ("acquired," "hires," "expansion," "raises," "announces")
+- **PR Newswire / Business Wire**: company-controlled announcements
+- **SEC filings** (public companies): material change disclosures
+- **State filings**: new entity formation, dissolution
+
+---
+
+## Qualification Checklist (B2B branch)
+
+- [ ] Industry / vertical matches ICP (use a recognized classification if possible)
+- [ ] Company size within range (employees or revenue)
+- [ ] Geography fits
+- [ ] At least one trigger event in last 90–180 days
+- [ ] Decision-maker role exists (CEO, COO, VP Operations, Director of X — match buyer profile)
+- [ ] Email contact verifiable (named role > info@ catchall)
+- [ ] Source URLs captured for firmographic claims
+- [ ] No disqualifiers (closed, acquired-paused, multi-bankrupt, off-ICP)
+
+---
+
+## Output Columns (B2B branch)
+
+Recommended CSV columns:
+
+```csv
+score,company,domain,industry,naics_code,size_band,revenue_band,country,city,trigger_event,trigger_date,contact_name,contact_title,contact_email,email_status,linkedin_url,source_urls,why_prospect,confidence,verified_date,notes
+```
+
+For chat table, condense to: Score | Company | Industry | Size | Trigger | Contact | Email status | Confidence.
+
+---
+
+## Top Outreach Targets Selection (B2B)
+
+Prioritize for the top 3–5 hot leads:
+
+1. **Trigger event recency** — 30 days beats 6 months
+2. **Trigger event specificity** — new CMO hire in your buyer's role beats "company in the news"
+3. **Decision-maker access** — named contact with verified email + LinkedIn beats role-only
+4. **Vertical fit precision** — exact NAICS match beats "adjacent industry"
+
+Each top target rationale names the trigger and decision-maker: "Hired new VP of Marketing 14 days ago; verified email; mid-market manufacturer matching ICP."
+
+---
+
+## Common Mistakes (B2B)
+
+1. **Treating B2B like SaaS** — funding rounds matter less; PE ownership and acquisition activity matter more.
+2. **Trying to verify private company revenue precisely** — most public databases approximate. Use size bands, not point estimates.
+3. **Ignoring procurement complexity** at enterprise scale — your prospect contact list may not include the actual approver.
+4. **Cold-emailing executive assistants** — they're not the buyer and they will flag your outreach as spam.
+5. **Source URL hygiene** — without source lineage, you can't defend a contact under GDPR DSAR or CAN-SPAM challenge.
+6. **Stopping at one source** — Apollo can be 60% accurate on small businesses. Cross-verify with LinkedIn or the business website.