The Lead Gen Detox: BANT, Bad Data & Why Your Nurture Stream Sucks

B2B lead generation is evolving fast—but not always in the right direction. In a recent interview with Matt Levine, Commercial President at LeadScale, we explored what’s broken in the current landscape and where marketers should be focusing their efforts instead. From the return of BANT to the pitfalls of poor data hygiene and partner-led nurture, our conversation unpacked both strategic blind spots and opportunities for smarter execution. Below, we’ve summarized some of the key takeaways from that conversation. (You can listen to the full episode here.)

The Return of BANT-Qualified Leads
One surprising trend Matt and I discussed was the resurgence of BANT (Budget, Authority, Need, Timeline). Once dismissed as outdated, these criteria are making a comeback—especially in tougher economic climates where marketers need clearer qualification thresholds. The takeaway? Sometimes the basics still work, especially when they’re applied with nuance.

The Role of Data and Transparency
Data is the foundation of any modern demand gen engine—but it’s only as valuable as it is clean and transparent. In our conversation, we emphasized the importance of knowing where your leads come from, how they’re being verified, and what happens after the handoff. Without trust in the data supply chain, even the best campaigns can collapse under scrutiny.

The Nurture Gap
Matt called out one of the most common (and costly) issues in B2B lead gen: broken or nonexistent nurture. Many teams capture leads but fail to follow through—especially when relying on partner-generated data. We discussed how this disconnect often stems from lack of infrastructure or internal prioritization. Fixing it requires more than automation; it takes strategy, ownership, and intent.

The Impact of AI and Tech
There’s no ignoring the role of AI in shaping the future of lead gen. But as Matt and I agreed, technology isn’t a silver bullet. AI can help validate data and accelerate content creation, but the human layer—critical thinking, creativity, and ethical decision-making—is irreplaceable.

Conclusion:
The B2B lead gen landscape is shifting—but some fundamentals still hold. Marketers who prioritize transparency, invest in strategic nurture, and use technology as an enabler (not a crutch) will be best positioned to thrive. For the full discussion with Matt Levine and more lessons from the field, listen to the episode.

Stay sharp, stay skeptical, and keep building programs that actually convert.