#248: Stop Using B2B Lead Scoring. Do THIS Instead.

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 modelIf 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-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------📈 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and why lead scoring breaks0:46 Today's topic: does lead scoring actually work1:15 George heads to Greece for a family wedding2:06 Live translation in an incubator consultation3:17 The 5 P's framework explained4:29 What we're covering this episode4:54 B2B buying is account based and committee led6:15 Lead scoring answers a very narrow question8:28 Why lead scoring breaks and splits sales and marketing9:49 Do you even have enough data to score leads11:15 The B2B Incubator12:06 What you should actually do with lead scoring data13:12 What cataloging the market means14:29 Building the account view: intent, timing, blockers16:06 Use scoring as an overlay, not the operating model18:06 Review false positives and missed opportunities18:47 Our demand generation agency19:26 Working backwards from closed won deals20:32 One to one conversations and the SDR role21:55 Key takeaways