When a Lead Gen Trial Goes Sideways – Don’t Waste My Time

Every entrepreneur eventually learns the hard way that “trial” doesn’t always mean “test under realistic conditions.” Sometimes it just means “a trial of your patience.”

A few weeks ago, I agreed to test a lead generation service that promised to “fill my calendar with qualified meetings.” The goal was simple: verify whether their system could help me connect with the right decision-makers—CEOs, owners, and founders of small and mid-sized B2B companies in North America.

At least, that was the goal.

The Setup

We never discussed my ideal customer profile (ICP) in detail. The company claimed they’d visit my website, understand who we serve, and align outreach accordingly. Instead, the first batch of meetings were with… recruiting firms. Every one of them.

That’s a problem. In my world, recruiting companies aren’t partners—they’re mostly competitors. It was like hiring a travel agent to book a beach vacation and being sent on a glacier expedition instead.

Still, I decided to give it a fair shot. Maybe a few conversations would surprise me. Nine meetings were scheduled. I prepared, adjusted my calendar, reached out on LinkedIn, and waited.

The Results

One by one, the calls came—and then didn’t.

Nine no-shows. Zero value created.

I wish I could say it was bad luck. But the truth is, no one had confirmed the meetings with the prospects. The lead gen company later explained that in a paid engagement, they would normally confirm each call a day prior. During a “trial,” however, they didn’t—because they were “already investing considerable resources.”

That logic felt a bit like a restaurant saying they’d bring the food only after you buy a long-term dining subscription.

The Disconnect

When I raised concerns, they offered to “try again” and set meetings with my actual ICP next time. The gesture was appreciated, but by then the fundamental issue was clear:

A trial that doesn’t reflect how a service works under real conditions is not a trial—it’s theater. I called it “ridiculous.”

It may look like a demonstration of capability, but it proves nothing about fit, process, or outcome. And worse, it consumes time—your scarcest resource as an entrepreneur.

The Takeaway

Lead generation, when done right, is incredibly valuable. It’s also incredibly easy to get wrong. Misaligned targeting, lack of confirmation, and poor communication can turn a promising idea into a painful distraction.

If you’re evaluating a vendor, insist that even a short trial mirrors their paid process. Make sure they understand your ICP and persona before the first outreach. And if something feels rushed or vague, pause. A flawed trial doesn’t just waste a few hours—it clouds your judgment about whether the underlying service could ever work.

The irony is that I’m still a believer in the potential of specialized lead generation. But this experience reminded me that results aren’t the only thing being tested in a trial—so is the partnership. And when that part fails, the verdict is simple:

Guilty of wasting my time.