Lead gen is killing your B2B Marketing | Ep. 246

Episode notes

"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM , Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward. ㅤ Most people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner. ㅤ What We Cover The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.