In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.
We cover:
→ Why lead scoring answers a much narrower question than most teams think
→ How individual contact scores miss the whole buying committee
→ Why engagement looks like intent when the real blocker is timing
→ What cataloging the market is and how to run it
→ How to use a simple score as an overlay, not the operating model
If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.
Tune in and learn:
→ The data you actually need before a scoring model means anything
→ The questions that surface vendor, contract renewal and circle back permission
→ How to build one shared account map for marketing and sales
→ Where SDRs fit into the cataloging motion
→ How to feed sales and CS feedback back into your scoring over time
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🔗 Links + CTAs
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Timestamps:
0:00 Intro and why lead scoring breaks
0:46 Today's topic: does lead scoring actually work
1:15 George heads to Greece for a family wedding
2:06 Live translation in an incubator consultation
3:17 The 5 P's framework explained
4:29 What we're covering this episode
4:54 B2B buying is account based and committee led
6:15 Lead scoring answers a very narrow question
8:28 Why lead scoring breaks and splits sales and marketing
9:49 Do you even have enough data to score leads
11:15 The B2B Incubator
12:06 What you should actually do with lead scoring data
13:12 What cataloging the market means
14:29 Building the account view: intent, timing, blockers
16:06 Use scoring as an overlay, not the operating model
18:06 Review false positives and missed opportunities
18:47 Our demand generation agency
19:26 Working backwards from closed won deals
20:32 One to one conversations and the SDR role
21:55 Key takeaways
