Lead scoring fails more often than not – and qualifying leads based on certain criteria ignores entire cohorts of real clients. 🧵
In B2B, it’s extremely common to offload freebie downloads to an assistant or another 3rd party. Otherwise, you end up getting calls around the clock for months.
You’ll be surprised how many executives managing hundreds of people read my weekly newsletter but are subscribed with individuals gmail or hotmail accounts. Why provide a business one and stand out? 👻
Gmail lets you set different aliases so you track down each subscription separately (and figure out how your email got leaked eventually). 📬 Just add the plus character after your email and append anything – it gets rerouted to your mail account.
🛒 When my former Shopify app managed over 2,800 stores, we tracked down 20+ account sign ups by professional agencies testing us out with sample sites or large stores trying us first on a tiny starter store generating 1% of their total revenue. It’s a safe transition before a full rollout, but not immediately visible unless you dive into a thorough research.
And yes, tons of automated scrapers, bots, crawlers just signing up or downloading free resources, not representing a real human being. So we end up:
1. Delivering resources to bots
2. Signing up fake emails not tied to real accounts
3. Working with stub accounts and not assessing the real customers
4. Registering the wrong ICP (marketing assistant, freelancers, VA)
5. A small selection of real clients and their personas
❌ Traditional attribution breaks retargeting, fails BDR efforts with false MQLs, and wastes campaign budgets.
It also justifies brand awareness campaigns and self-attribution assessments.
