Lead gen is killing your B2B Marketing | Ep. 246

"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.

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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.

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What We Cover

1. The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.
2. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.
3. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.
4. Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.
5. Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.
6. Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.
7. The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies.
2. Connect with Mason on LinkedIn for a conversation about ABM.

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!