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In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.

We cover:

→ Why helpful content beats hype content every time and how it builds real trust with your dream customers

→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo

→ How to extract content from subject matter experts without wasting their time

→ Matching your content format to each stage of the funnel, from top to bottom

→ Using the five stages of awareness framework to map content to where buyers actually are

If you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.

Tune in and learn:

→ Why demand generation is about solving real problems, not interrupting with hype

→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights

→ The right content formats for top, mid, and bottom of the funnel

→ How to map content to the five stages of awareness, from unaware to most aware

→ Why content is your most scalable trust building asset, not just a traffic tool

🔗 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/@theb2bplaybook

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GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

0:00 Intro and the Be Helpful framework

0:45 Why helpful content beats hype content

1:40 Nobody got fired for hiring IBM

3:00 HubSpot as a trust-building example

4:15 Extracting content from subject matter experts

6:30 Matching content format to the funnel

8:00 Repurposing webinars and pillar content

9:30 The five stages of awareness framework

12:30 Content as a trust-building tool

14:00 Key takeaways and recap

S08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works.

We cover:

→ Why deeply understanding your market is non-negotiable before any messaging or content goes out

→ The 80/20 analysis for identifying the top 20% of customers driving 80% of your results

→ How to run five to ten high value customer interviews the scrappy way, even on a small team

→ Cataloging your market to know who is in market, who is out of market, and who is with who

→ Segmenting down for precision so your content and campaigns feel one to one even at scale

If you are a B2B marketer or founder relying on guesswork or third party personas instead of real buyer insights, this episode is for you.

Tune in and learn:

→ Why demand generation only works when it is rooted in real customer insights, not assumptions

→ How to find and prioritize your dream customers using the 80/20 rule

→ The right open ended questions to ask in customer interviews to uncover pain points and triggers

→ How cataloging your market gives sales and marketing a shared playbook

→ How niching down by triggers, roles, and use cases sharpens your outreach and messaging

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

0:00 Intro and why messaging needs deep customer understanding

0:49 Why Be Ready is the non-negotiable first step

2:05 The 80/20 analysis to find your dream customers

3:35 Running effective customer interviews

6:18 Cataloging your market and target accounts

7:59 Niching down through segmentation

9:59 Key takeaways and recap

S08 E40 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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B2B Go To Market Strategy: Why Your Lead Gen Is Broken

Your lead gen program is filling a CRM and burning your market at the same time.

In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of building, this one is for you.

We pull apart the gated ebook play every marketer gets asked to run, why it destroys buyer trust before sales ever picks up the phone, and what to do instead. Then we walk through the Five BEs framework - the flywheel we use to move a go to market motion from reactive chaos to something that scales.

Tune in and learn:

• Why traditional lead gen produces MQLs that never convert

• What 95% of your market is doing while you chase the other 5%

• The difference between capturing demand and shaping future demand

• How brand marketing and demand marketing work together

• The five stages of the BEs framework and how they compound

If you are a marketer in a small B2B team being asked for leads with no time, no budget, and no strategy behind it, start here.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 95% of Your Market Is Not Ready to Buy

00:32 Welcome to the 15 Minute GTM Fix

01:00 Why Lead Gen Is Broken in B2B Right Now

01:20 Vanity Metrics and MQLs That Never Convert

01:40 The Sales and Marketing Tension Nobody Fixes

01:55 How Lead Gen Burns Your Own Market

02:10 The Gated Ebook Play Every Marketer Gets Asked to Run

02:35 What Happens When Sales Calls a Cold Ebook Download

02:50 The Playbook That Keeps Destroying Buyer Trust

03:05 Capturing Demand vs Shaping Future Demand

03:25 Only 5% of Buyers Are In Market Today

03:45 The Five Stages of Awareness Explained

04:00 Brand Marketing vs Demand Marketing

04:30 Why Holistic B2B Marketing Needs Both

05:00 The Chaos Small Marketing Teams Live In

05:30 Reactive Marketing Is Killing Your Pipeline

06:00 Why Fundamentals Beat Tactics Every Time

06:30 Five BEs Framework: Be Ready

07:00 Be Helpful - Earning Trust With Content

07:30 Be Seen - Amplifying to Your Dream Customers

08:00 Be Better - Optimising With Data

08:20 Be the Best - Future-Proofing Your Strategy

08:40 Why Every Great Framework Is a Flywheel

09:00 What to Expect From This Miniseries

👥 Are you a B2B marketer in a small team?

💰 Need to bring in more revenue so Sales and your boss actually respect Marketing?

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more demand and revenue for your brand.

See why 315+ B2B marketers love The B2B Incubator:

👉 https://theb2bplaybook.com/demand-generation-course

S08 E239 - The B2B Playbook

b2bmarketing #demandgeneration #b2bsales #revenueoperations #closedcircuitselling #linkedinads #b2bpodcast #gtmstrategy #demandgen #pipelinegeneration

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In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success working as one unit.

We cover:

→ Why the hardest part of rev ops today is separating what's real from the AI hype

→ How stacking tools and methodologies on a broken operating system only compounds the mess

→ Why your CRM fills up with inflated pipeline and deals that advance on optimism

→ How misaligned incentives pull sales, marketing and success in different directions

→ The simple cataloging questions most teams still never ask their buyers

If you are a founder, rev ops leader or B2B marketer drowning in tools and dashboards but still can't get clean data or a straight answer on which accounts are actually in market.

Tune in and learn:

→ Why revenue is an architecture problem and what that changes about how you build your systems

→ Where AI genuinely helps in the sales motion and where it just makes better spam

→ How to spot the difference between real alignment and another meeting that changes nothing

→ Why marketing was never equipped to decide who's in market, and who should own it instead

→ Practical, bite size AI use cases that actually move the needle without a 90th operating system

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Cutting Through The AI Noise Without Losing The Plot

00:55 Welcome Back: Rev Ops With Pasha Irshad

02:48 The Hardest Thing About Rev Ops Right Now

06:03 Chasing Tools Versus The Business Fundamentals

07:47 Why Revenue Is An Architecture Problem, Not A Sales Problem

09:33 Rev Ops Full Circle: Back To Commercial Management

14:24 Why Reps Default To Broken Habits Under Pressure

17:14 How Misaligned Incentives Break Sales And Marketing

20:41 Can Rev Ops Actually Fix This Or Just Champion It

32:22 One Source Of Truth That Everyone Muddies

36:12 Who Really Owns Deciding If An Account Is In Market

42:29 What It Takes To Get Back To Human Conversations

49:00 Cool Things Built With Claude Code And AI

52:36 Wrap Up And Thanks

S08 E38 - The B2B Playbook #b2b #b2bmarketing #revops #revenueoperations #gotomarket #b2bsaas #gtmengineering #crm #hubspot #demandgeneration

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In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.

We cover:

→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy

→ Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM

→ Be Helpful: building trust with helpful content that makes you the obvious choice when buyers are in market

→ Be Seen: deliberate distribution across one to many, one to few and 1 to 1 channels

→ Be Better and Be the Best: optimising your processes, revenue alignment and building a flywheel

If you are a B2B marketer or founder on a small, lean team who's tired of random acts of marketing and wants one practical framework to run demand gen without getting lost in the weeds.

Tune in and learn:

→ Why 95% of your market isn't ready to buy today, and how to influence them before they are

→ How to niche down on your ICP and turn customer interviews into messaging and content

→ Why the person delivering the message is now just as important as the message itself

→ How to pick the right channels based on where your buyers actually hang out and who they trust

→ How Revenue Alignment Architecture breaks down the silos between sales, marketing and CS

🔗 Links + CTAs

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

🧠 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-a...

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why Not Everyone Is In Market To Buy

00:46 Welcome Back: The Five B's Framework Live In Studio

01:30 What The Five B's Framework Is And Why It Matters

03:47 The 95/5 Rule Grounded In A Real Example

05:28 Be Ready: Deeply Understanding Your Dream Customers

08:57 Be Helpful: Building Trust With Helpful Content

12:00 Making Your Product The Obvious Conclusion

13:03 Subject Matter Experts And Repurposing Content

16:05 Be Seen: Deliberate Distribution That Works

18:05 One To Many, One To Few And 1 To 1

22:26 Be Better: Optimising Your Processes

24:43 Revenue Alignment Architecture With Sales And CS

27:57 Be The Best: Building The Flywheel And Advanced Tactics

30:29 Does The Framework Hold Up? Key Takeaways

31:37 Wrap Up And Thanks

S08 E237 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing.

We cover:

→ Why doing SEO and AI search alone makes life way harder, especially for higher ticket B2B

→ How buyers now search inside LLMs with their exact persona, problem, company size and budget

→ Why positioning and controlling your own narrative matters more now than it ever did

→ The page structures that get snapped up by AI search, like TLDRs, why trust us sections and tables

→ Backlinks, brand mentions and value exchanges, plus what listicle placements actually cost

If you are a B2B marketer or founder who's tired of panicking about AI search and wants a clear, no nonsense way to show up in ChatGPT, Claude and Google when buyers are ready to buy.

Tune in and learn:

→ Why your own website should be your foundation before chasing backlinks and PR

→ How to nail every way someone searches for your offer when they're in the buying window

→ Why hiding your pricing lets Reddit tell your story for you, and what to do instead

→ How to land top listicle placements through value exchanges, not just pay to play

→ What entry level versus aggressive SEO campaigns look like, and where humans still beat AI

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why You Shouldn't Do SEO and AI Search Alone

02:00 Welcome Back to The B2B Playbook

02:54 What Sam Had to Revise About SEO

05:05 SEO vs GEO vs AIO: What Do We Call It Now?

05:49 How Buyers Search Inside LLMs

08:33 Why Positioning and Controlling Your Narrative Matters

10:18 Nailing Money Keywords and Search Intent

13:30 Building Pages AI Will Actually Pull From

21:00 Backlinks, Brand Mentions and Value Exchanges

24:28 What a Listicle Placement Costs

39:00 Mining Sales Calls for Bottom of Funnel Keywords

43:06 SEO Tiers: Entry Level vs Aggressive

44:32 Human Content vs AI and Keeping a Human in the Loop

S08 E236 - The B2B Playbook #b2b #b2bmarketing #b2bseo #aisearch #seoforsaas #b2bsaas #demandgeneration #gotomarket #geo #digitalmarketing

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In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine.

We cover:

→ Why another dashboard, AI-powered or not, was never the silver bullet for growing your business

→ The data problem in B2B marketing and why so many metrics are just vanity metrics

→ Our practical framework for getting insights without expensive tools

→ How to tier your ICP and tailor your reporting to match each tier's play

→ Where AI genuinely helps, especially when you're sifting through loads of qualitative data

If you are a B2B marketer or founder who's tired of drowning in flashy dashboards and wants a simpler, clearer way to measure what actually drives revenue.

Tune in and learn:

→ Why clarity beats complexity and what questions to nail down before you buy any AI tool

→ How to revisit your ICP and segment accounts into tiers that shape your reporting

→ How to track a handful of meaningful metrics instead of drowning in data

→ How to use AI and Claude to pull together messy qualitative data and surface real patterns

→ Why holistic measurement that links marketing to revenue matters more than any tool

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Do You Really Need AI Analytics for B2B Marketing?

00:53 Welcome Back to The B2B Playbook

01:48 The Five B's Framework Explained

03:02 Why This Matters: Tight Budgets, AI Hype and Uneven Maturity

08:51 Start With Your Objectives and Ideal Customer

10:45 Segmenting Your ICP Into Tiers

14:28 Matching Your Measurement to Your Plays

17:46 A Real Client Example With Claude

19:57 Where AI Actually Helps Your Analysis

23:16 Key Takeaways: Clarity Beats Complexity

S08 E234 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #marketinganalytics #aimarketing #b2bsaas #marketingmeasurement #gotomarket #abm #digitalmarketing

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In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.

We cover:

→ Why partnerships needs to be a top down strategic decision, not a side experiment

→ The foundations most companies are missing before they even hire a partnerships manager

→ How to pick the right partners using a capacity, commitment, mutual customers and capability matrix

→ Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team

→ How AI is changing the way partnership ops and rev ops teams work together

If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.

Tune in and learn:

→ How to align your whole leadership team on what partnerships is and what it isn't

→ How to validate your partner categories before you activate anything

→ What a mutual success plan looks like and how to operationalize partners like a sales team

→ Why referral leads close faster and how to make that engine predictable

→ How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why Partnerships Is a Real Revenue Channel

00:48 Meet Brian Williams from Hockey Stick Advisory

01:47 How the Partnerships Landscape Has Shifted

03:05 The Foundations Most Companies Are Missing

06:30 Why Partnerships Has to Be a Genuine Exchange

07:51 Are You Actually Partnerships Ready?

09:47 How to Identify the Right Partners

13:18 The Biggest CRO Blocker With Partnerships

16:10 How AI Is Changing Partnerships

19:06 Why Partnerships Managers Burn Out Early

22:04 The Two Year Cycle Explained

24:02 When Partnerships Doesn't Work

25:26 The Big Hire Mistake to Avoid

28:26 The Partnership Revenue Gap Calculator

31:53 Where to Find Brian and Hockey Stick Advisory

S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing

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In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.

We cover:

→ Why multi-touch attribution keeps lying to you and what it's actually measuring

→ Why ad platforms are deliberately making attribution harder for us as marketers

→ How to blend quantitative and qualitative data to get a real picture of what's driving revenue

→ Why being data influenced beats being data driven every single time

If you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion.

Tune in and learn:

→ Why multi-touch attribution is click obsessed and built on disappearing data

→ How to layer in marketing mix modeling and incremental testing without drowning in complexity

→ Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools

→ How to communicate attribution as a range, not a definitive number, to your leadership team

→ How to align sales, CS and finance on what attribution can and can't tell you

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why Attribution Keeps Lying to You

00:50 Welcome + Season 8 Overview

01:56 The Five B's Framework Explained

02:54 Why B2B Attribution Is So Much Harder Than B2C

04:08 The Real Problems With Multi-Touch Attribution

07:35 Why Privacy Changes Are Making This Worse

08:32 Attribution Software Is Just Repackaged Last Click

09:55 How Long B2B Cycles Break Attribution Models

10:56 The Blended Measurement Framework

17:10 Why Qualitative Signals Are Your Most Honest Data

18:57 How to Communicate Attribution Uncertainty to Leadership

20:56 Don't Overpromise on Attribution Internally

23:30 Why Industry Benchmarks Are Mostly Useless

25:37 Key Takeaways

27:06 Final Thoughts and Where to Learn More

S08 E234 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #marketingattribution #marketingmeasurement #digitalmarketing #b2bsaas #leadgeneration #revenuemarketing #demandgen

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In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy.

We cover:

→ What category entry points actually are and why they matter for B2B demand gen

→ Why LinkedIn ads is such a strong fit for targeting these key buyer moments

→ Real examples of category entry points you can build campaigns around

→ If you are a B2B marketer trying to build pipeline and stay top of mind with your ICP before they enter market.

Tune in and learn:

→ How to identify the moments that trigger buyers into market

→ How to use LinkedIn ads targeting to reach the right people at the right time

→ Why cataloging your market beats relying on intent data platforms

→ How to turn category entry points into ad creative and thought leadership content

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why Category Entry Points Change How You Advertise

00:01 What the Five B's Framework Is

00:04 Category Entry Points Defined

00:05 Why LinkedIn Ads Fits So Well for B2B

00:08 How to Use ICP Lists and Thermographic Targeting

00:12 How Long Demand Gen Actually Takes

00:14 Saturation, Frequency and the 95/5 Rule

00:19 Category Entry Point 1: Contract Renewals

00:23 Why Cataloging Beats Signal Sensing Platforms

00:26 Category Entry Point 2: Growing Pains and New Hires

00:29 Category Entry Point 3: Slowing Growth Rate

00:31 Real World Example: The Will Smith Slap Ad

00:33 You Don't Have to Dream Up Category Entry Points

00:34 How Entry Points Become Ad Creative and Content

00:35 Key Takeaways

S08 E232 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

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In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now.

We cover:

→ Why YouTube beats LinkedIn for cutting through the noise in B2B

→ How to rank your videos and attract your exact ICP without needing thousands of views

→ The YouTube-first content strategy that actually drives inbound leads and pipeline

→ How to convert views into booked calls with the right CTAs

If you are a B2B marketer or founder looking for a channel that builds trust, drives pipeline, and compounds over time.

Tune in and learn:

→ Why 300 views from your ICP beats 30,000 random views

→ How search-based YouTube content creates evergreen traffic for years

→ What actually makes a video rank (hint: it is not the tags)

→ How to turn YouTube into your number one lead gen channel

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why YouTube Is the Most Underrated B2B Channel Right Now

00:02 Introducing Samu Kovács, B2B YouTube Specialist

00:04 How Samu Got Started and Why He Went All In on B2B YouTube

00:06 Why LinkedIn Is Getting Crowded and What YouTube Offers Instead

00:12 Why 300 Views From Your ICP Beats 30,000 Random Views

00:14 How to Build a YouTube Strategy That Actually Drives Inbound

00:20 Search vs Algorithm: Which Should B2B Companies Prioritize

00:21 What Actually Makes a YouTube Video Rank (It Is Not the Tags)

00:24 Podcast Format vs YouTube-First Videos: What Performs Better

00:44 Will AI Kill YouTube? Why Storytelling Is the New Moat

00:46 How to Make Your Content Impossible to Replicate

00:47 How to Convert YouTube Views Into Booked Calls and Leads

00:49 Where to Find Samu and Learn More

S08 E231 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

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In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.

We cover:

→ Why strategy is rarely the problem but execution almost always is

→ What revenue enablement actually means and why most orgs get it wrong

→ The real reason AI pilots fail 95% of the time

→ Why human skills like trust, storytelling and value articulation still win deals

If you're a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite all the investment you're making in them.

Tune in and learn:

→ Why tools and training alone don't move the needle

→ How incentives and measurement drive the wrong behaviours

→ What world class enablement actually looks like in practice

→ Why the best sellers win 88% of the time no matter what they're handed

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Why Revenue Performance Is an Execution Problem

00:07 Georgia Watson's 21 Years at IBM

00:12 What Revenue Enablement Actually Is

00:20 The 7-Part Enablement Framework

00:25 Why AI Pilots Fail 95% of the Time

00:31 Human Skills AI Can't Replace

00:38 Incentives, Measurement and Broken Pipeline Reviews

00:45 What World Class Enablement Really Looks Like

00:51 Where Most Enablement Programs Hit Their Ceiling

S08 E230 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

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In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up.

We cover:

→ Why leading indicators matter more than lagging ones early on

→ What early brand signals actually look like in practice

→ Why qualitative data and self-reported attribution is so powerful

→ A simple list of brand metrics lean teams should focus on

If you are a B2B marketer trying to justify your brand investment to leadership or figure out if your demand gen is actually working before revenue shows up.

Tune in and learn:

→ The difference between leading and lagging brand metrics

→ What signals to watch for before pipeline materializes

→ Why qualitative beats quantitative for brand measurement in B2B

→ How to build a simple brand scorecard without bloated dashboards

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 How to Measure Brand Without Overcomplicating It

00:01 Why B2B Teams Struggle to Measure Brand Impact

00:02 The Five B's Framework Refresher

00:03 Definitions: Leading vs Lagging Brand Indicators

00:07 Why Brand Programs Get Killed Too Early

00:07 What Early Brand Signals Actually Look Like

00:09 ICP Engagement as a Brand Signal

00:10 Self-Reported Attribution and How Did You Hear About Us

00:12 Sales Feedback as an Early Brand Signal

00:13 Category Entry Points and Customer Interviews

00:14 Why Qualitative Data Beats Quantitative in B2B

00:16 Self-Reported Attribution in the Age of AI

00:19 Why Ad Platforms Are Giving Advertisers Less Control

00:20 Simple Brand Metrics for Lean Teams

00:23 Share of Search as a Brand Metric

00:24 Key Takeaways: What to Track and Why

S08 E229 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

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Most B2B marketers think demand generation and lead generation are the same thing.

They’re not.

And confusing the two is exactly why your pipeline isn’t growing.

In this episode, we break down the real difference between demand generation vs lead generation — and why most teams are stuck running a system that creates activity, not revenue.

We walk through the 5 BE’s Framework and show how to shift from chasing leads to building real demand in your market.

Tune in and learn:

→ Why lead generation breaks at scale

→ How demand generation actually builds pipeline

→ What most teams get wrong about the 95/5 rule

If you’re under pressure to generate more leads but know something isn’t working, this will change how you approach marketing.

🔗 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 generating demand for your B2B business?

https://theb2bplaybook.com/demand-generation-agency

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 Demand Generation vs Lead Generation: Why This Debate Matters

00:03 The Real Problem: It’s Not Tactics, It’s Sequencing

00:05 Lead Generation Explained (And Why It Breaks)

00:07 Why Sales Hates Lead Gen (And They’re Right)

00:09 The “Leaky Bucket” Problem in B2B Marketing

00:11 Why Lead Gen Becomes Financially Unsustainable

00:12 Why Demand Capture Alone Doesn’t Scale

00:14 The 95/5 Rule That Changes Everything

00:16 Why Buyers Ignore You (Even If You’re Better)

00:18 Demand Generation Explained (What It Actually Means)

00:20 The 5 B’s Framework: A Better System

00:23 Category Entry Points: The Missing Link

00:25 Why “Cataloguing” Beats Intent Data

00:29 How Sales & Marketing Became Misaligned

00:30 Building Trust Before Buyers Are Ready

00:33 Why Most Content Doesn’t Work

00:34 Distribution: The Difference Between Seen vs Ignored

00:36 LinkedIn Strategy That Drives Real Demand

00:40 Case Study: From $50K to $200K/Month

00:43 Measuring Demand Gen (Without Last Click Bias)

00:44 Revenue Alignment: The Missing System

00:46 How to Build a Competitive Advantage

00:48 Where to Start (Without Breaking Everything)

00:50 Balancing Demand Gen vs Lead Gen in Reality

00:53 AI Won’t Replace This Skill

00:57 How Long Demand Gen Actually Takes

S08 E228 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

View Details

In this video, I break down AI visibility and GEO vs traditional SEO, and whether any of it actually changes how B2B teams should go to market.

We cover:

→ What AEO and GEO actually mean and how they differ from traditional SEO

→ Why the Five B's framework still holds up in the age of AI

→ Why "be helpful" content is now more important than ever

→ 3 practical things to do instead of chasing AI visibility hacks

If you are a B2B founder, marketer, or sales leader trying to figure out if AI search changes your content strategy or if the fundamentals still apply, this episode is for you.

Tune in and learn:

✅ Why AI doesn't replace your go-to-market playbook, it just raises the bar on being helpful

✅ How to tighten your positioning so AI chatbots actually cite your brand

✅ Why niche, question-led content wins in AI interfaces

✅ How partnerships and trust signals drive distribution in the AI era

✅ A bonus tip on using Bing's AI performance reporting for Copilot visibility

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 - Does AI change the B2B playbook?

01:11 - Intro and what we're covering today

01:56 - Quick recap of the Five B's framework

03:04 - Does AI visibility change anything?

07:37 - Why being helpful matters more than ever

08:40 - The context shift in buyer discovery

12:35 - Why helpful content gets picked up by AI

13:42 - Be helpful is the main event

15:27 - The bar for content is getting lower

18:18 - Three things to do instead of chasing AI hacks

21:52 - Practical examples using the five stages of awareness

24:35 - Distribution and earning trust signals

27:25 - Low hanging fruit: partnerships

28:08 - Bonus: Bing's AI performance reporting

29:00 - Key takeaways

30:33 - Outro

S08 E227 - The B2B Playbook #aivisibility #seo #b2bmarketing

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Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It Wrong

Most B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy.

In this episode, we join Kieran Longhurst to break down the Closed Circuit Selling Strategy —why traditional sales models are failing, and how to fix them.

We unpack how sales should really work, why booking meetings is the wrong goal, and how cataloguing your market creates a feedback loop across marketing, sales, product, and leadership.

This isn’t about selling harder. It’s about building a system that aligns with how buyers actually make decisions.

Tune in and learn:

• Why focusing on “meetings booked” is killing your pipeline
• How to use sales conversations as real market intelligence
• The exact method to sell on your buyer’s timeline

If you’re a B2B marketer or revenue leader trying to drive real pipeline—not just activity—this episode will completely change how you think about sales.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/00:00 Why Most B2B Sales Strategies Are Broken

01:00 The 95% Problem: Why You’re Only Talking to Buyers

02:00 The Real Sales Mindset (That No One Teaches)

03:00 Why “Sell Me This Pen” Is the Wrong Model

05:00 Architecture vs Tactics: The Core Shift

07:00 Why Relationship Building Is Misunderstood

09:00 What Sales Actually Is (And Why Most Get It Wrong)

11:00 The Hidden Cost of Booking Bad Meetings

13:00 The Cataloguing Method Explained

15:00 Why Most Sales Teams Waste 90% of Their Effort

18:00 How to Use Sales as Real Market Research

20:00 The Feedback Loop That Fixes Marketing

23:00 Why Founders Forget How They Originally Sold

27:00 The Death of the “Scale Fast” Sales Model

30:00 Human Selling vs Automated Outreach

33:00 How to Actually Get Buyers to Share Information

38:00 Real Examples: Closing Enterprise Deals with LinkedIn

45:00 Why MQLs Destroy Marketing Teams

50:00 The Smartest Prospecting Tactic We’ve Seen

55:00 AI, Search, and the Future of Sales

59:00 Final Takeaways: Rapport Over Relationships

👥 Are you a B2B marketer in a small team?

💰 Need to bring in more revenue for your company (so sales and your boss love you)?

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: theb2bplaybook.com

S8 E226 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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Is Account-Based Marketing Worth It? (Most Teams Get This Wrong)

Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it?

In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start.

We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “cataloguing the market” is the missing piece most teams ignore.

Tune in and learn:

When ABM actually works (and when it doesn’t)

Why most teams waste money targeting the wrong accounts

How to use cataloguing to stop guessing and start closing

If you’re a B2B marketer trying to drive real pipeline, not just activity, this is a must-watch.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Everyone Is Talking About ABM (But Few Get It Right)

00:35 The Big Question: Should You Even Do ABM?

01:10 Why Most B2B Marketing Still Feels Like “Spray and Pray”

01:30 The Hidden Truth: ABM = Disciplined Go-To-Market

02:00 Why Weak Targeting Kills Your Positioning

02:30 When ABM Actually Makes Sense (And When It Doesn’t)

03:00 What ABM Really Is (And What It Isn’t)

04:00 The 3 Decisions You Must Make Before Doing ABM

05:00 Step 1: Define Your Objective

06:00 Why Most Teams Skip Proper Target Lists

07:00 The ICP Trap

08:00 When Your TAM Is Too Small for Paid Ads

09:00 The Real ABM Filter: Deal Size

10:00 Why ABM Fails for Low-Value Products

11:00 Step 2: The Missing Piece – Cataloguing

12:00 Why Marketing Can’t Guess Who’s In-Market

13:00 The 95/5 Reality

14:00 The Contract Problem That Kills Deals

15:00 Real Example: Why Campaigns Fail

16:00 How Cataloguing Changes Everything

17:00 Why Your TAM Might Be Wrong

18:00 Step 3: Not Everything Should Be ABM

19:00 Running ABM + Broad Marketing Together

20:00 Enterprise vs SME

21:00 Why Over-Personalised Ads Don’t Work

22:00 What Actually Works: Real Conversations

23:00 The Problem With AI Personalisation

24:00 Why Buyers Don’t Share Pain Publicly

25:00 The Final Answer: Is ABM Worth It?

26:00 The 3 Rules for Deciding

27:00 Final Takeaways

👥 Are you a B2B marketer in a small team?

💰 Need to bring in more revenue for your company (so sales and your boss love you)?

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E2255 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #accountbasedmarketing

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Most B2B marketers run LinkedIn ads… but never turn them into real pipeline.

In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a month in just 22 months.

💼 Need help running your own LinkedIn Ads?

https://theb2bplaybook.com/linkedin-ads-agency

I cover ICP targeting, Thought Leadership Ads, scaling beyond the founder's personal brand, and the feedback loops that keep the whole thing growing.

If you are a B2B founder or marketer trying to figure out how to use LinkedIn Ads to stay top of mind with the right buyers and actually turn that into booked calls and revenue, this video is for you.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Ads?

https://theb2bplaybook.com/linkedin-ads-agency

🎓 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

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 How LinkedIn Ads Helped Scale to $185K/Month

01:30 Step 1: Get Brutally Clear on Your ICP

04:00 Step 2: Using Thought Leadership Ads to Grow

09:30 Step 3: Scaling Beyond the Founder Brand

12:00 Step 4: Optimisation & Feedback Loops

14:10 Step 5: Most Buyers Aren’t Ready Yet

S08 E224 - The B2B Playbook

b2bmarketing #demandgeneration #linkedinads #linkedinthoughtleadership #linkedinadsagency

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In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026.

We cover:

→ The background behind OpenAI's push into advertising and why they're starting with B2C

→ Why ChatGPT ads are unlikely to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-focused formats)

→ How buyer discovery is shifting from search + social toward AI assistants

→ Our 3-point framework (based on the Five B's) to prepare your B2B marketing for the age of LLMs

If you are a B2B founder or marketer wondering whether you should be spending on ChatGPT ads, or trying to figure out how to get your brand surfaced in AI-driven search results, this episode is for you.

Tune in and learn:

✅ Why the fundamentals of trust-building and demand gen matter more than ever

✅ How to tighten your ICP messaging so LLMs actually surface your brand

✅ The content and distribution strategies that build organic visibility in ChatGPT

✅ How to set up measurement and UTM practices now so you're ready when B2B ads do arrive

🔗 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/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 - Intro

01:40 - What's happening with ChatGPT ads

03:54 - Does AI make the Five B's Framework obsolete?

07:06 - Why ChatGPT ads won't help B2B marketers yet

13:49 - B2C vs B2B: Why OpenAI is targeting consumers first

15:49 - The Five B's still stand the test of time

16:00 - 3-point framework to prepare for ChatGPT ads

16:08 - Step 1: Be Ready - tighten your ICP and messaging

19:27 - Why LLM context makes ICP clarity even more critical

20:42 - Step 2: Be Helpful - build trust with content at scale

23:46 - Growth is about people, not platforms

24:31 - Step 3: Be Seen - measurement, distribution, and experimentation 27:41 - Practical action points and repurposing strategy

30:00 - Key takeaways and recap

31:17 - Outro

S08 E222 - The B2B Playbook

chatgpt #b2bmarketing #chatgptads

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If you're competing against companies with massive marketing budgets, paid ads alone won’t win.

In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels.

In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them.

So Alex took a different path.

Instead of competing directly, he built partnerships with associations and corporations to distribute pet insurance to their employees and members.

We break down exactly how the B2B2C strategy works, how to land partnerships, and how to activate them so they actually generate revenue.

Tune in and learn:

• Why competing head-on in B2C markets is often a losing game

• How to use partnerships as a distribution channel

• The activation tactics that turn partnerships into real revenue

If you're a founder or marketer trying to grow in a competitive category, this episode will change how you think about distribution.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Small Brands Lose in Paid Acquisition

00:35 Competing Against Big Insurance Brands

02:00 Why Alex Started PetsOnMe

03:30 The Hidden Monopoly in Pet Insurance

05:30 Why B2C Marketing Was Impossible to Win

07:00 The Real Cost Advantage Big Brands Have

09:00 The Pivot: Discovering the B2B2C Marketing Strategy

10:00 What B2B2C Looks Like in Practice

12:50 Turning Pet Insurance Into an Employee Benefit

15:00 Finding the Right Corporate Partners

17:00 Why Signing the Partnership Is Only 10% of the Work

19:00 The Key to Getting HR Managers Interested

20:50 The Fitness First Example of B2B2C Growth

22:00 How to Stay Top of Mind With Corporate Partners

24:00 The 3-Way Win That Makes B2B2C Work

26:00 The Due Diligence Corporates Will Do On You

28:00 Activating Members After the Partnership Is Signed

29:00 Creative Activation: The Cutest Dog Competition

31:00 Why Data Is Harder in B2B2C Partnerships

33:00 Using Events and Talks to Drive Signups

35:00 Why Face-to-Face Still Converts Best

36:30 Personalised Marketing That Converts

39:00 Managing 70+ Partnerships Without Chaos

40:00 When to Kill a Partnership Quickly

42:00 The Most Important Rule in B2B2C Partnerships

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E222 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #b2b2c #partnerships

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If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.

We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business.

This isn’t theory. It’s a practical framework for small teams trying to prove brand works.

We unpack:

• Why brand keeps losing to performance

• Why “consideration” is usually measured wrong

• How to use Category Entry Points (CEPs)

• The 95:5 rule explained simply

• And how to measure mental availability without a massive budget

Tune in and learn:

• Why growth is driven by memory, not persuasion

• The 3 brand metrics every B2B team should track

• How to turn brand into a performance engine

If you’re in a B2B team trying to punch above your weight, this is mandatory viewing.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Brand Keeps Losing Budget in B2B

02:10 Brand vs Performance: Vibes vs System

04:00 Why Finance Doesn’t Fund “Brand”

07:10 The Science Behind How Brands Actually Grow

10:00 Brand = Memory (Not Campaigns)

12:30 Why Loyalty & Word of Mouth Don’t Drive Growth

14:00 What Are Category Entry Points (CEPs)?

17:00 Why Small Brands Grow Slower

20:30 How to Measure Brand Properly in B2B

25:00 Breaking Consideration Into 3 Metrics

30:00 Measuring Brand Without a Big Budget

31:40 The 95:5 Rule Explained

34:00 Brand Lift vs Vanity Metrics

36:00 Brand & Performance Aren’t Enemies

37:40 What Brand Teams Should Report

41:10 Protecting Consistency

43:00 The 3 Jobs of Brand Marketing

44:50 How Small Teams Can Start Today

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E221 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration

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In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.

We cover:

Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership.

If you are a B2B marketer or founder struggling with rising customer acquisition costs and want a more affordable, high-trust way to reach your ideal customers.

Tune in and learn:

• Why partnerships transfer trust from aligned brands to your audience

• How overlapping ICPs make partnerships more effective than cold outreach

• Why AI-generated content is making owned audiences even more valuable

• The importance of executive buy-in and clear KPIs to make partnerships stick

• Brian's #1 tip: don't go for the big fish first. Start with complementary, similarly-sized partners

• The 4-step action framework: identify, shortlist (top 3–5), reach out, and go deep

🔗 Links + CTAs

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organization 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

Timestamps:

00:00 – Why partnerships are a trust shortcut

00:56 – Welcome to Season 8 (first in-person recording!)

02:14 – The Five Bs Framework recap

10:52 – Why noise is getting worse (and what to do about it)

12:18 – The real-life analogy: partnerships as personal introductions

14:24 – Rising paid media costs & the 14% CAC benchmark

16:14 – How partnerships help share distribution costs

18:08 – Why AI makes trust-based channels even more important

20:04 – Key ingredients: overlapping ICP & give-and-get relationships

24:22 – Getting executive buy-in & setting clear KPIs

26:13 – The fastest way to kill a partnership

29:14 – The 4-step action framework to get started this week

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E220 - The B2B Playbook

b2b #partnerships #b2bmarketing

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Revenue leaders don’t trust their pipeline anymore.

In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now.

We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour.

This is a deep dive into revenue enablement strategy at the leadership level.

We cover:

• Why buyers are frozen (FOBO from FOMO)

• The 2x2 coaching model every sales leader should use

• Why “software with a service” is the future of SaaS

• How behaviour, identity, and mindset drive real adoption

• Why you are your calendar

If you lead sales, marketing, or revenue teams – this conversation will challenge how you think about enablement.

Tune in and learn:

• How to fix forecast uncertainty

• How to build behaviour-led performance

• How to align revenue teams around real commercial oversight

If you care about predictable revenue, commercial common sense, and long-term alignment – this one’s essential.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Revenue Leaders Are Losing Confidence in Their Forecast

04:40 FOMO vs FOBO: Why Buyers Are Frozen

08:10 Is Your Pipeline Fake?

11:20 Revenue Retention Is Changing Sales Behaviour

14:00 Why Commercial Handover Is Broken

16:20 The Smash-and-Grab Sales Problem

19:50 The 2x2 Coaching Framework

22:30 Toxic High Performers

25:00 What Good Behaviour Looks Like

29:30 Why Training Fails

31:00 The Kirkpatrick Model

33:10 Specialisation in Sales Teams

36:10 Thinking Like a Franchise Owner

39:40 You Are Your Calendar

42:10 Growth Mindset in Revenue Teams

48:20 SaaS vs Software With a Service

54:30 Crossing the Chasm

01:00:10 Revenue Enablement Society

01:04:00 The Art and Science of Leadership

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E219 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #salesleadership #salesadvice #revenueenablement

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Most B2B content looks polished. But almost none of it gets remembered.

In this episode, we break down why humour isn’t a creative risk in B2B.

It’s a strategic advantage.

We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue.

Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.

We also unpack:

• Why most B2B brands confuse looking professional with being effective

• The science behind entertaining ads and higher conversion rates

• How to turn real customer pain points into memorable content

• Five practical frameworks to generate funny B2B ideas

• How to build a sitcom-style content series for your brand

• How to get CEO buy-in without calling it “comedy”

Tune in and learn:

• Why humour works better than features in B2B

• How to create distinctive brand memory in a world of AI slop

• How to apply comedy without damaging credibility

If you’re a B2B marketer trying to stand out, build trust, and stop blending in, this episode is essential.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Humour Is a Smart B2B Brand Strategy

01:10 Why B2B Comedy Is Untapped

02:00 AI vs Memorability

03:20 Why Corporate Videos Fail

04:10 The Video That Changed Everything

06:00 From 234 Views to $300K

07:00 The Showmanship Era

08:10 Why B2B Content Gets Ignored

09:10 Showmanship vs Salesmanship

10:00 Turning Pain into Comedy

11:30 The Data Behind Funny Ads

13:00 Why Humour Isn’t Risky

15:00 The Customer Is the Hero

16:40 Comedy Frameworks

20:20 Comedic Displacement

23:20 Opposites in Comedy

26:00 Metaphors That Work

28:00 Parody and Associations

31:40 Testing with Memes

34:30 Sitcom-Style B2B Content

36:50 Getting CEO Buy-In

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E218 - The B2B Playbook

b2b #b2bmarketing #brandstrategy #humourinmarketing #demandgeneration

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Most small B2B teams know product marketing matters.

Very few know how to make it work without specialists or big budgets.

In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams.

We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one.

Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out.

Tune in and learn:

• How product marketing really works in small B2B teams

• What product marketers should say no to (and when)

• Why pricing and positioning are inseparable

If you’re in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Product Marketing Breaks in Small Teams

02:10 What Happens When No One Owns Product Marketing

04:16 Product Marketing Explained

05:23 The Medica Method

07:46 Why Small Teams Can’t Pause Work

09:11 Who Product Marketing Aligns With

10:52 Executive Buy-In

12:00 Net-New vs Expansion Growth

14:15 Product Marketing Boundaries

17:50 Fixing Sales Feedback Loops

23:50 Why B2B Personas Fail

29:50 Pricing as Product Marketing

35:40 Showing Pricing on Your Website

38:40 Taylor Swift Pricing Lessons

42:30 Status Signalling in B2B

46:00 Product Marketing as a Career

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E217 - The B2B Playbook

b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket

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Most B2B teams rely on founder energy – until it stops working.

In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect.

Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory.

This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout.

Tune in and learn:

• Why people buy from founders before they buy products

• How to scale founder content beyond personal reach

• Why Thought Leadership Ads work – and where they fall short

• How brand memory unlocks the next stage of growth

If you’re a B2B marketer or founder trying to turn visibility into pipeline, this episode shows how to bridge founder energy into a real brand engine.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why good content dies without distribution

01:00 Why founders are the strongest distribution engine

02:20 Meet Adam Holmgren and the Fibber story

03:40 How B2B buyers actually make decisions

05:00 Why SaaS competition forces founder-led marketing

06:30 Posting before you even have a product

07:50 How Adam launched with built-in trust

09:00 The ceiling of founder-led growth

10:30 Why founder reach eventually stalls

11:45 The brand trust problem no one talks about

13:00 Founder-led marketing is not enough

14:10 Adam’s founder brand framework explained

17:00 Using Thought Leader Ads to break out of your network

18:40 Why Thought Leader Ads fail to build brand

20:00 The Pink Lion and brand memory

27:40 The four engines of growth

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E216 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #founderled #thoughtleadership #linkedinads #linkedin

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B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or colours.It’s about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you’re selling to senior decision-makers and struggling to get attention, this episode shows why brand isn’t optional.It’s the door-opener. -----------------------------------------------------🔗 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: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Opens Doors Sales Can’t01:20 Why Enterprise Executives Ignore Marketing03:50 The Real Cost of Selling Software Internally06:10 Why Generic Messaging Fails08:20 The Hidden Risk Buyers See10:40 Why Features Don’t Convince13:10 Brand as Infrastructure15:30 Positioning Sweet Spot17:40 Why SaaS Positioning Sounds the Same19:50 Great vs Generic AI Examples21:50 Brand Personality as a Moat24:10 Archetypes That Differentiate26:10 Storytelling That Creates Order29:10 How Buyers Really Decide31:50 Island Brand Case Study36:40 Relevance That Resonates39:10 Thought Leadership That Pre-Sells40:40 Trust Signals That Shorten Sales Cycles43:00 Brand for Small Teams -----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E215 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #enterprisesales #demandgeneration

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Most B2B content fails because it isn’t built on a strategy.

In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten.

We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue.

We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust.

Tune in and learn:

• Why most B2B content strategies fail

• How to anchor content to a clear point of view

• How to make your product the logical conclusion of your c

If you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why Most B2B Content Fails

00:31 What This B2B Content Strategy Framework Solves

01:10 The 5 Bs Framework Explained

02:00 Content for Content’s Sake Is the Real Issue

03:10 The Pressure That Breaks B2B Content

04:30 Why “Add Value” Isn’t a Strategy

05:40 Engagement Without Memory Is Wasted

06:10 Lead Gen vs Demand Gen Content

07:10 Should You Chase High-Volume Topics?

08:05 The 95% of Buyers Most Content Ignores

09:20 What a Real Content Strategy Should Do

10:00 Making Your Product the Logical Conclusion

11:00 Why Random AI Content Breaks Strategy

12:20 When Content Doesn’t Have to Sell

13:30 The 3-Question POV Framework

15:00 Challenging Broken B2B Assumptions

16:30 Why Timing Matters to Your ICP

17:30 Mapping POV to the 5 Stages of Awareness

18:40 The One Rule Every B2B Content Strategy Needs

19:10 Turning Content Into a Growth Engine

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S07 E214 - The B2B Playbook

b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

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Closed Circuit Selling: Why the Funnel Is Breaking Your GTM

Most go-to-market teams aren’t failing on effort. They’re failing on architecture.

In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound.

We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together.

Tune in and learn:

• Why buyer journeys are non-linear, and funnels create blind spots

• How to shift from meetings quotas to conversation-driven market validation

• Why intent data can’t replace first-party conversations

If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality

01:00 Who’s Charles Needham (And Why He Thinks Like a Quant)

04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database

07:00 The Moment He Realised “Meetings Booked” Is a Trap

09:10 Closed Loop Continuity vs Funnel Checklists

11:40 What Silos Destroy: Feedback Loops That Never Make It Back

14:10 CAC Payback Madness: When “Growth” Becomes Insanity

17:10 The Conversations Model: Comp People for Learning, Not Meetings

20:05 Predictable Revenue Misread: “Market Development” Got Lost

21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist”

28:10 The 2008 Analogy: Incentives Create Fragile Systems

32:20 Intent Data Hot Take: “Or You Could Call Them”

36:00 The Guitar Demo: What “Cataloguing” Really Means

39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold

41:45 Fixing the Root: Change Comp, or Nothing Changes

48:10 Market Validation vs Cataloguing: The Language Problem

56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon

59:30 What Works Next: Follow the Underpriced Channel (Then Move)

1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

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So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E213 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes

Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals.

But those are signals of a deeper problem: the revenue system itself is broken.

In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today.

We get into:

• Why predictable revenue models collapsed
• How sales stopped validating the market
• How marketing lost strategic direction to MQL targets
• And how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again.

We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling.

Tune in and learn:

• Why the old sales & marketing playbooks broke
• How to build a shared ICP that actually aligns both teams
• Why cataloguing is the foundation for a modern GTM system
• How to create air cover that supports real sales cycles
• The future of selling in a world of advanced AI

If you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube:

/ @theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why sales & marketing broke

01:02 Where misalignment actually began

03:10 Why inbound intent pushes sellers into a red ocean

06:20 How sales used to validate the market (and why it matters)

08:45 The ICP framework sales & marketing should share

11:15 Turning sales discovery into marketing air cover

13:55 How MQL targets fractured GTM

17:20 Cataloguing: foundation of a modern revenue system

20:05 Why frontline sales leadership is the weakest link

23:40 When sales & marketing target different lists

27:05 When to run a sales-led vs marketing-led motion

31:40 Talk to more of the market (not just in-market buyers)

34:05 Why feature-selling kills deals

38:35 RSVP vs BANT: a smarter way to qualify

42:10 What CMOs actually respond to in outreach

46:15 Adem’s journey to Closed Circuit Selling

50:05 Tony’s research: AI, AGI & the future of selling

53:40 Why every seller becomes a cyborg

55:05 Where to find Tony J Hughes

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-gen...

S07 E212 - The B2B Playbook

b2bgrowth #b2bmarketing #sales #salesleadership #revenuearchitecture #demandgeneration #cataloguing #salesandmarketingalignment #tonyjhughes

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The Simple 3-Step B2B Demand Generation Strategy for 2026

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat.

In this episode, we walk through a B2B demand generation strategy for 2026 that small teams can actually run – and that’s proven to drive up to 70% of pipeline.

We break down our 3-step framework – Be Ready, Be Helpful, Be Seen – and show how it ties into the 95-5 rule, the 5 stages of awareness, and a simple cataloguing process that finally connects marketing and sales. If you’re a small in-house team under pressure to bring in revenue, this is for you.

We also show you exactly how we run this B2B demand generation strategy ourselves at The B2B Playbook – from 80/20 analysis and ICP documentation, to a weekly content engine and a realistic distribution mix that fits into 4–5 hours per week.

Tune in and learn:

• How to design a B2B demand generation strategy for 2026 using the 95-5 rule

• How to run 80/20 analysis, customer interviews, and cataloguing to define a sharp ICP

• How to build a helpful content engine and distribution plan that your small team can maintain

This episode is a must-watch if you’re a B2B marketer in a small team who’s tired of chasing MQLs, arguing over lead quality, and getting stuck in “support” mode.

You’ll walk away with a clear, 3-step demand gen strategy for 2026 that aligns marketing, sales, and customer success around how buyers actually make decisions.

🔗 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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 The Simple 3-Step B2B Demand Generation Strategy for 2026

00:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen

02:05 Updated: What Demand Generation Really Is in 2026

03:40 Why You Can’t “Force” B2B Buyers to Buy (Unlike B2C)

05:55 The Messy, Non-Linear B2B Buying Journey (Squiggly Line Moment)

09:00 The 95-5 Rule: Future Demand vs In-Market Buyers

11:05 Shaping Future Demand vs Capturing In-Market Demand

11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content

14:05 Why Early-Stage Content Makes Capture More Efficient

16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality

18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity)

18:50 Step 1 – Be Ready: Your 80/20 ICP & Segmentation Process

22:00 Customer Interviews, Positioning & Documented ICPs

25:45 Mapping the Buying Journey Questions (5 Stages Applied)

26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time

29:20 Step 2 – Be Helpful: Building a Helpful Content Engine

30:45 Case Study: Rivet’s “Construction Is Hard” Show

31:55 Content Repurposing System for Small B2B Teams

33:10 Capturing Subject Matter Experts Without Burning Them Out

33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1)

35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads

36:20 What Changed From 2025? Why Cataloguing Is the Missing Piece

36:55 How We Use Be Ready + Cataloguing at The B2B Playbook

39:00 Our Repurposing Engine: From One Episode to a Full Content System

40:10 Our Distribution Mix: LinkedIn Ads, YouTube, Newsletter & Full Circle

41:10 Key Takeaways: Your 2026 B2B Demand Gen Plan in 3 Steps

42:05 Join The B2B Incubator & Share the Show

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S07 E211 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing

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This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November.

https://theb2bplaybook.com/demand-generation-course-december

Inside the program, you’ll get:

• On-demand materials you can work through in your own time
• 3x live Q&A sessions with George to get your questions answered and stay accountable
• A proven framework trusted by marketers in both SaaS and services

Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.

Allister Hamilton used it to triple his pipeline in services.

If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.

👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

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B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It

Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets.

But none of that matters if buyers don’t remember you when a real buying moment hits.

In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics.

We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact.

Tune in and learn:

• How to build memory with future buyers using CEPs and distinctiveness

• How to measure brand with ABLE, brand lift, and responsible reach

• How to position the brand function so leadership finally takes it seriously

If you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”.

🔗 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

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 – Why B2B brand can’t be a “service team”

02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child”

04:55 – The big mistake: defining brand by outputs, not memory

07:20 – What a real B2B brand marketing strategy must achieve

09:50 – Why buyer memory beats in-market optimisation

12:40 – Category Entry Points: the triggers future buyers already use

15:30 – How many CEPs to focus on (and why consistency wins)

18:10 – Distinctiveness vs differentiation for B2B brand

21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more

24:40 – Channel mix for building memory efficiently

28:00 – How to measure brand: ABLE & responsible reach

31:30 – Selling brand to your CFO without sounding fluffy

35:10 – Small-team B2B brand playbook to beat bigger competitors

38:40 – Mascots, characters & distinctive brand assets in B2B

42:20 – Why customer logos can sabotage your brand ads

45:20 – The danger of chasing differentiation too early

48:40 – How Asana applies evidence-based brand principles in practice

52:30 – A pep talk for B2B brand marketers who want impact

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E210 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #b2bbrandmarketing #brandstrategy #categoryentrypoints #b2bmarketing #brandmeasurement

brandstrategy

categoryentrypoints

b2bmarketing

brandmeasurement

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The 2026 B2B Content Strategy Most Marketers Miss

Most teams ship more content than ever… but almost none of it helps buyers do their job this week.

In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable, and make their product the natural next step.

Tune in and learn:

• Why “helpful content” means solving one real job your ICP has this week

• How Rivet’s Construction Is Hard show turned content into 70% of pipeline

• How to make your product the conclusion of the story, not the headline act

Perfect for small-team marketers looking for fast, actionable plays to use this week.

🔗 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

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why 2026 B2B Content Strategy Is About “This Week’s Job”

00:40 The Rivet Story: From Generic Blogs to “Construction Is Hard”

01:40 How They Built a Show Just for Their Best Contractors

02:40 Helpful Content That Talks Less About Product (But Sells More)

03:45 The Crazy Pipeline Impact – And Your One-Job Challenge

04:45 Turning One Show Into a Full 2026 Content Engine

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E209 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #contentstrategy #contentmarketing

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What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling)

Outbound sales is at a crossroads.

Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever.

So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question:

What’s next for outbound sales?

Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like.

We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals.

If you sell, market, or run a revenue team, this conversation will change how you think about outbound.

Tune in and learn:

• Why Predictable Revenue was never meant to be a “meetings engine”

• How outbound broke – and how to rebuild it around market validation

• Why the future of outbound is more human, not more automated

If you're trying to fix noisy outbound, align sales and marketing, or build a modern revenue system, this episode is a must-watch.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 What’s Next for Outbound Sales?

01:00 How Predictable Revenue Was Misinterpreted

03:00 Why Meetings Became the Wrong Metric

05:00 Outbound as a Market Validation Engine

08:00 Inbound vs Outbound: Why the Debate Won’t Die

11:00 The Anxiety Economy: Overreacting vs Fixing GTM

14:00 When Leaders Do More of What Doesn’t Work

17:00 Relationship Systems: The Missing Link in Outbound

20:00 The Most Underrated Outbound Move: Talk to People

23:00 When Sales Stopped Validating Markets

26:00 Adem’s Closed Circuit Selling: Timing & Cataloguing

29:00 Aligning Sales, Marketing & CS Under a CRO

32:00 Why AI Makes EQ and Creativity More Valuable

36:00 Sales as a Communication Channel

40:00 Intent Data vs Real Customer Conversations

45:00 Aaron Ross’ New Books: Income Systems & AI Selling

50:00 Winners vs Losers in the AI Revenue Era

53:00 Final Takeaways for Modern Outbound

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E208 - The B2B Playbook

b2b #b2bmarketing #outboundsales #predictablerevenue #salesstrategy #closedcircuitselling #demandgeneration

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Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was.

In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings.

You’ll learn:

• Why Predictable Revenue got misused as a meeting-engine, not a validation system

• How to catalogue your market to uncover real buying signals

• A simple way to align sales and marketing around timing and handoffs

Perfect for small-team marketers and sales leaders ready to modernise outbound and build predictable revenue the right way.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why Predictable Revenue Wasn’t Wrong

01:14 Market Validation: The Fix for Outbound in 2026

03:12 How to Catalogue Accounts (Instead of Chasing Meetings)

05:08 Why Timing Beats Pressure in Modern Outbound

08:45 Systemising the Handoff: Turning Validation into Revenue

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E207 - The B2B Playbook

b2b #predictablerevenue #b2bmarketing #demandgeneration #outboundsales #theb2bplaybook #revenuearchitecture #croschool #collinstewart

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Outbound sales has changed — and so has Predictable Revenue.

In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond.

We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You’ll hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success.

Tune in and learn:

• Why Predictable Revenue was never just about meetings

• How to rebuild outbound around timing, trust, and signals

• The 4-Funnel System that helps sales and marketing stay aligned

If you want to future-proof your outbound strategy for 2026, this episode is a must-watch.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 – The Flaw That Broke Outbound: When Predictable Revenue Lost Its Way

01:00 – How Predictable Revenue Changed SaaS Forever

03:00 – The Untold Story: From Voltage CRM to Predictable Revenue

06:00 – Cold Email in 2012: When 40% Reply Rates Were Normal

09:00 – What Problem Predictable Revenue Was Really Built to Solve

11:00 – The Email Revolution: How the Market Misread the Book

14:00 – SDRs, Specialization & the Original Intent Behind the Model

17:00 – Why Outbound Broke: Misuse, Metrics, and “Growth-at-All-Costs”

20:00 – From Prospecting to Market Validation: A Smarter Measure for 2026

23:00 – The Lazy SDR Problem – And How to Fix It with Better Habits

26:00 – How to Replace “Closed Lost” with a Real Nurture System

30:00 – Building the Four-Funnel System That Actually Works

33:00 – Why CRMs Became a Nightmare – and How to Rebuild Them for Sales

37:00 – AI, Clay & n8n: The New Tech Stack Powering Smart Outbound

41:00 – How Founders Can Build VC Lists & Market Maps with AI

44:00 – Humanic + Clay = Next-Gen Market Intelligence

46:00 – Why Collin Shut Down Predictable Revenue’s Sales Floor

50:00 – The Brutal Truth About Agency Models and Churn

54:00 – Writing The Terrifying Art of Finding Customers

57:00 – Product-Market Fit as the Real Multiplier of GTM Success

1:00:00 – Closing Thoughts: How to Rebuild Outbound for 2026

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E206 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

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Too many marketers treat intent data like X-ray vision – but it can’t actually tell you who’s ready to buy.

In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing.

You’ll learn:

• Why intent scores create false positives (and how to spot them)

• How sales cataloguing captures true buyer signals

• The Signals → Catalogue → Feedback loop that aligns marketing and sales

Perfect for teams who want reliable signals – not synthetic data.

🔗 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

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Intent Data Lies: Why You’re Chasing Ghost Signals

00:40 The CRM “Hot Lead” That Wasn’t – False Positives Explained

01:20 Real Buyer Signals Start with Sales Cataloguing

02:15 Map Tools, Contracts & Decision Makers – Your Signal Checklist

03:20 Turn Intent into Insight: Signals → Catalogue → Feedback

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E205 - The B2B Playbook

b2b #b2bmarketing #intentdata #buyersignals #demandgeneration #marketingtips #theb2bplaybook #midweekmusings

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Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head.

Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.”

They explain how the Closed Circuit Selling framework replaces outdated outbound with validated, permission-based outreach that unites Sales, Marketing, and Customer Success under one rhythm.

Tune in and learn:

• Why cataloging the market gives you timing signals that drive predictable growth

• The exact questions to validate fit, timing, and permission to follow up

• How to align Sales & Marketing around validated accounts instead of vanity metrics

If you’re a B2B marketer or sales leader stuck in “meetings-booked” chaos, this is your blueprint for a smarter, more efficient GTM motion.

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why “Catalog the Market” Beats Chasing Meetings

01:00 What CRO School Fixes That Sales Methods Miss

02:10 Small Markets Force Better GTM (Sydney -- Texas)

03:20 The Origin Story: From Little Black Book to System

04:40 Closed-Door Events: Selling Before Stock Hits the Floor

06:00 Cross-Industry Proof: Finance, Leasing, FMCG, VC

07:10 Relationship-First Outbound - Spray-and-Pray

08:10 Marketing’s Lead-Gen Trap and Why Dashboards Lie

09:30 Email Once Worked. It Doesn’t Now. Back to Fundamentals

11:10 Using Outbound as Research, Not Pressure Sales

12:40 The Two Dispositions: “Nurture” vs “Leave Us Alone” (FOAD)

13:50 CCS Pillars: 1) Catalog the Market 2) Segment by Timing

15:30 Aligning Sales, Marketing, CS Under One Rhythm

16:50 Better Forecasts When You Know “Who, When, Why”

18:10 Case Study: $10k Wasted Chasing the Wrong Account

19:30 Marketing Can Catalog 1-to-Few (Not Just Sales)

21:00 What to Measure Instead of “Meetings Booked”

22:20 The Exact Catalog Questions to Ask Prospects

24:00 Where Outbound Happens Next: DM, Video, TikTok, IG

25:20 Fax Machines to Folders: How We Tracked Timing (Throwback)

26:40 The Big Shift You’ll See in Clients Post-CCS

27:40 Where to Learn More + 5-Part Mini-Series

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E204 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook

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We’re showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption.

In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid throttling reach, and where to find those “free” landing-page clicks inside Ads Manager. Perfect for small B2B teams who need smarter results from the same spend.

We also show how to map your link choice to the 5 Stages of Awareness—and why sending people to another LinkedIn post often outperforms a website link early in the journey.

Tune in and learn:

• How to avoid reach penalties and still add links that convert later
• What to link to next (and why another LinkedIn post can win)
• Where to measure “free clicks” inside LinkedIn Ads

If you run thought-leadership ads, this is a must-watch—simple, fast, and proven for B2B marketers who need more outcomes from limited budget.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/Chapters

00:00 The 2-Minute Hack for Free Clicks on LinkedIn Ads

00:15 Why You Shouldn’t Add Links on Day One

00:45 What to Link to Instead (Next Logical Step)

01:15 Measure Your “Free Clicks” in Ads Manager

👥 Are you a B2B marketer in a small team?

💰 Need to bring in more revenue for your company (so sales and your boss love you)?

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

👉 https://theb2bincubator.com/

Midweek Musings 01 – The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #linkedinads

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Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort

Too many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and actually help buyers make better decisions (without annoying them).

We (George Coudounaris & Kevin Chen) break down where friction belongs in your buyer journey, when gating makes sense, and how to turn forms, events, and content into useful market intel. We also dig into progressive profiling and cataloguing so Sales get timing, permission, and real-world context they can act on.

We’ll show standout moments like: why you should stop gating case studies, how to design “good friction” for community signups and workshops, and a simple green-yellow-red scoring method to fix bad friction fast.

Tune in and learn:

• The difference between good vs bad friction (and how to spot each)

• When to gate (community, events, newsletters) and when not to (case studies)

• How to use progressive profiling to “catalogue” vendors, renewal dates, and permission to follow up

If you’re a small B2B team, this episode is a must-watch. You’ll walk away with a friction map you can fix this week, a scoring system to prioritise changes, and a smarter way to feed Sales with timing-based insights.

🔗 Links + CTAs

🧠 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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Good vs Bad Friction: Why “Less friction” isn’t always better

00:31 Welcome back + Season 7 context

01:10 The 5 Bs (quick refresher for new viewers)

02:10 What is “friction” in B2B? A simple definition that matters

03:00 Good friction vs bad friction – who does it actually help?

03:46 Bad friction example: Long forms for generic PDFs

04:52 More “bad”: CRM-first flows and vanity MQLs

06:10 Content gating gone wrong (case studies… don’t gate them)

07:20 When gating is OK: communities, events, and newsletters

08:18 Using friction to “catalogue” the market (timing + permission)

09:40 Why cataloguing beats ebook MQLs

10:41 Buyers don’t fear effort—they fear wasted effort

11:34 Our CRO School example: progressive profiling that helps

12:45 Turn events into commercial insights (what to ask)

13:50 Start with FAQs to find friction that actually matters

15:10 Map the journey: value exchange at each interaction

16:05 Score friction: green / yellow / red

17:00 Simplify or redesign: make effort earn trust

18:10 Key takeaways + springboard into the new year

19:00 One ask: share this with a marketer who’ll benefit

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E202 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #contentmarketing

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Outbound is breaking — and most teams don’t even realise it yet.

In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing.

We break down how the SDR→AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue.

Scott shares what he’s seeing across 160 + companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School’s Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again.

Tune in and learn:

• Why outbound is breaking — and what replaces it

• How to comp on held meetings or revenue, not vanity KPIs

• How to validate and catalogue your market for smarter timing

• The new edge: AI + network + unscalable plays

If you’re a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it.

🔗 Links + CTAs

🧠 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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 The Volume Game Is Dead

01:00 Why Scott Leese Ditched Outdated Playbooks

02:20 “Hobbyists with Pitch Decks”

04:40 Funding ≠ Success

07:18 Founders Must Sell First

10:50 What Great Sellers Do Differently

13:40 Validate the Market Before You Sell

16:04 How Predictable Revenue Broke Sales

19:40 Lost Coaching & Skill Decay

23:58 AI + Network + Unscalable Grit

26:50 Fix Your Sales Technical Debt

29:21 Stop Paying for Meetings Booked

32:00 The MQL Hamster Wheel

35:00 Rebuilding Sales–Marketing Handoffs

41:10 Cold Calls Are Dying

45:10 Referral Math That Opens Doors

46:20 In-Person Plays That Win

49:20 Deepfakes & IRL Trust

55:10 Scott’s 3 Bets for the Future

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E201 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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How do you go from a scrappy B2B SaaS with early traction… to a repeatable, scalable growth machine?

In this episode, we sit down with EVP’s Allen Zhu — founder-turned-PM-turned-investor — to unpack the go-to-market playbook for scaling from 1 to 10. We dive into how top SaaS companies segment their market, fund sales and marketing early, and build moats that compound.

Allen shares real examples from EVP’s portfolio (including Nexl) and explains how segmentation, workflow-driven expansion, and smart early investment helped them scale fast without burning cash.

Tune in and learn:

• How segmentation drives efficiency — and the Nexl case that proves it

• The “self-funding” model for early sales & marketing investment

• Product expansion frameworks: follow the workflow, then follow the money

• How to build switching-cost moats and pre-board ROI for enterprise deals

This is a must-watch for any B2B marketer or founder navigating the jump from early traction to scalable growth.

🔗 Links + CTAs

🧠 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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 The counter-intuitive truth: Sales & marketing can be self-funding

01:00 Meet Allen Zhu (EVP): founder → PM → investor

03:00 Early ventures, lessons from agency → apps → D2C

06:30 From Citi to Freelancer to EVP: why B2B SaaS

09:30 What EVP does at Series A (and how they partner)

12:00 The #1 scaling mistake: skipping segmentation

15:10 Case study: Nexl’s segmentation unlock (who, where, and why)

19:40 Why SDR “spray & pray” fails in small total addressable lists

22:10 Invest in S&M early: the “self-funding” window explained

24:30 Measuring what matters when attribution gets messy

29:30 Product expansion playbook: follow the workflow, follow the money

33:30 Moats 101 for SaaS: switching costs, data, and process power

37:30 Selling enterprise: pre-boarding ROI to win the room

42:30 Timing outreach with public contract intel (governments)

46:30 Customer advocacy flywheel: advisory boards & reference power

53:00 Leading vs lagging: how EVP reads GTM progress

56:30 What “active partner” really means at Series A

58:30 Final takeaway: segmentation first, everything else follows

59:30 Where to find Allen & EVP

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E200 - The B2B Playbook

b2b #b2bmarketing #b2bsaas #gotomarket #seriesA #evpventures #demandgeneration

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How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.

We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.

Tune in and learn:

• How to leverage partners and influencers to exponentially grow your webinar audience

• The 6-step registration process that captures crucial lead data and drives conversions

• Post-webinar strategies that turn no-shows into demo bookings and sales opportunities

This episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 The Game-Changing Webinar Strategy You've Been Missing

02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle

04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance

07:09 Leveraging Partners and Influencers for Massive Webinar Growth

11:37 The 6-Step Registration Process That Drives Results

16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars

21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion

26:29 Post-Webinar Strategies That Turn Attendees into Customers

31:30 The Power of Problem Awareness in Demand Capture

37:10 Automating Follow-Ups: Balancing Efficiency and Personalization

41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S06 E151 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen #webinar

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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If your outbound is optimised for meetings, not conversations, you’re burning cash and trust.

We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up.

Joey shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn’t the shortcut you think it is.

Tune in and learn:

• A practical B2B outbound strategy built on conversations and 6 disposition buckets

• Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it)

• Why pipeline coverage and meeting quotas mislead teams, and what to measure instead

This is a must-watch if you’re a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals.

🔗 Links + CTAs

🧠 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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why today’s outbound is breaking trust

01:34 Joey Gilkey on Titan X and the “phone intent” wedge

02:58 The 25% connect-rate play and why conversations matter

04:30 How the SDR-AE split eroded buyer trust

06:05 Cheap headcount, costly model: the real flaw

08:36 What APAC got right: senior sellers and CS roots

10:28 Market validation beats MQLs every time

12:44 VC incentives and the sales industrial complex

13:58 Joey’s reversal: paying SDRs to have conversations

15:42 Long-cycle selling lessons that fix short-term thinking

18:32 Buckets, not bookings: 6 dispositions that run your follow up

21:05 Full-cycle AEs vs modern roles – what actually works

27:10 Audience activation: VSL + phone + SMS that scales trust

32:33 Opt-in texting, pixeling, and smarter retargeting

34:52 Make marketing useful: capture commercial intel, not contacts

36:55 Pipeline coverage is a vanity metric without context

38:28 Phone intel powering LinkedIn ads and account timing

40:28 Why “buyer intent” data misses the mark

45:35 PE firms are cutting SDRs – what to run toward instead

52:57 Retraining SDRs is easy. Leaders are the bottleneck

55:40 Final take: value conversations, not meetings

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E199 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads

Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.

We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.

This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.

You’ll learn how to:

• Map your LinkedIn content to the five stages of awareness

• Use thought leadership marketing to build trust at scale

• Combine paid media and outbound to unlock high-intent conversations

Watch this if you:

• Want a scalable way to generate demand on LinkedIn

• Need a better B2B LinkedIn ad strategy that drives revenue

• Are trying to get in front of ideal customers with zero brand awareness

We show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.

This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🎓 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

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

02:20 What Are LinkedIn Thought Leadership Ads?

03:40 Proof It Works: Real $10K/Month Deal From These Ads

05:00 Why Most Thought Leadership Ad Campaigns Fail

07:00 Boosting Posts ≠ Strategy: The Common Mistake

09:00 The 3-Month Trust-Building Window (Case Study Insight)

11:00 You Need This Before You Run Any LinkedIn Ads

12:40 Our Full Demand Gen Framework Behind These Ads

14:20 Mapping Ads To The 5 Stages of Awareness

16:00 Unaware to Most Aware: The Buyer Journey Blueprint

18:00 How to Create a Thought Leadership Content Matrix

20:00 Cold vs Warm Audiences: What Content to Serve

21:40 How We Target & Build Audiences That Convert

23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You

24:40 Our Secret Ad Sequencing Hack That Lowers Costs

27:00 Real Client Wins: Social Proof You Can Copy

29:00 When To Combine Ads With Sales for Bigger Wins

30:40 The KPIs That Actually Matter (And What to Ignore)

34:00 Final Thoughts & Where To Learn More

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E179 - The B2B Playbook

LinkedInAds #B2BMarketing #ThoughtLeadership #DemandGen #TheB2BPlaybook #B2BLeadGen #LinkedInStrategy

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B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do It

If your marketing budget keeps getting cut or ignored, it’s not you—it’s the model.

In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a balanced brand + demand mix that compounds.

We share the path we use with our 5 BEs framework—start lean and organic, prove the message, then use paid to amplify. You’ll hear realistic ROI guardrails, when to rebalance spend, and how category (established vs new) should change your split.

Tune in and learn:

• How to avoid the top-down and bottom-up budget traps

• The “validate, then amplify” approach that saves cash and increases impact

• ROI ranges and a stepwise shift from BOFU to demand + brand

If you’re a B2B marketer in a small team, this is the clearest way to plan and defend your budget—and actually deliver revenue impact.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 The B2B Budgeting Problem No One Solves Clearly

00:27 Who We Help: Small Teams, Big Revenue Goals

01:05 The 5 BEs Framework in 60 Seconds

02:30 Why Budgeting Is So Hard (Variables You Can’t Ignore)

03:45 The Trap: Overcommitting to Channels Having “Their Moment”

04:38 Top-Down Budgeting: Looks Great on a Slide, Breaks in Reality

06:05 The 95:5 Rule vs “Just Spend More on BOFU”

07:18 Bottom-Up Budgeting: Sensible… Until Leadership Says “Bigger”

09:45 Our Recommendation: Start Lean, Prove It Organically

11:30 Validate PMF & Messaging Before You Buy Reach

12:40 Paid = Amplification Once the Message Works

13:40 Evolving the Mix: From BOFU-Heavy to Balanced Demand

15:05 Setting ROI Targets You Can Defend (and Reinvesting)

16:45 Category Matters: Established vs New (Webjet vs Uber)

18:50 Build Mental Availability to Lower Future CAC

20:40 Key Takeaways & Your Next Budget Moves

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E198 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

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Community-Led Growth: How To Turn Customers Into Your Growth Engine

We break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.

Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circles that turn casual users into passionate advocates and ambassadors.

We show you how to:

• Make community a core growth engine (not a side-channel)

• Design onboarding and programming that build habit

• Use contribution, access, and recognition to scale advocacy

If you’re a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Community-Led Growth: Your Unfair Distribution Advantage

01:00 Why Brands Are Now Conversations (You Can’t Control Them)

02:45 TL;DR Framework: From Clarity → Contribution → Advocacy

04:15 The Five Ps Of Community-Led Growth

06:00 Identity → Connectedness → Growth Formula

08:00 Make Community Core To Value Creation

10:00 Community-Led Growth x Business Model Canvas

12:15 Jobs-To-Be-Done For Community-Led Growth

14:30 B2B Examples: From CRM To Better Sellers

16:20 Lighthouse → Port → City: How Communities Grow

19:00 The First 21 Days: Onboarding That Sticks

21:15 Programming That Brings People Back

23:00 Turning Users Into Contributors

25:10 Advocates vs Ambassadors In Community-Led Growth

27:20 Closeness Circles: Reward With Access

30:00 The Taylor Swift Playbook (For B2B Communities)

32:10 Journey & Lifecycle: 1500:150:15 Ratios

35:00 Pitfalls To Avoid In Community-Led Growth

37:10 Make It A System: Track, Reward, Iterate

39:30 Q&A: Communities Beyond Customers

43:00 Q&A: Where To Start – Existing vs New Customers

46:00 Q&A: Virality & Chapters In Community-Led Growth

50:00 Q&A: When Is It Too Early To Start?

53:00 Wrap: Community As A Value Engine

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E197 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

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Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.

Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.

We unpack how to work backwards from revenue goals, align Sales, Marketing and CS around market validations, and build compounding demand with brand and partners.

Tune in and learn:

• The 10-line economic model behind a scalable B2B revenue engine

• How to replace MQLs with market validations and fix SDR incentives

• Ecosystem activation plays that compound trust and pipeline

If you’re a B2B marketer in a small team, this is a must-watch. It’s practical, numbers-first, and shows how to turn brand, SDRs, inbound, and partners into one working B2B revenue engine.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Scaling from traction to a real revenue engine

01:00 Meet Paul Perrett (Firmable CEO) + Adem Manderovic

03:00 What Firmable does and the CEO’s many hats

05:20 Modelling $2M to $10M ARR with a 10-line engine

09:30 Three demand channels: SDR, inbound, partners

12:20 Cataloguing vs predictable revenue: the missing metric

18:50 Why incentives break SDRs (and how to fix them)

22:00 Ecosystem activation and compounding demand

26:40 Brand, trust, and the founder-led play

33:00 Selling brand and long-term plays to boards & CFOs

42:00 The bets Firmable is making to reach $10M ARR

49:40 Signals, SEA expansion, and the myths of Aussie SaaS

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E195 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August.

https://theb2bplaybook.com/demand-generation-course

Inside the program, you’ll get:

• On-demand materials you can work through in your own time
• 6x live Q&A sessions with George to get your questions answered and stay accountable
• A proven framework trusted by marketers in both SaaS and services

Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.

Allister Hamilton used it to triple his pipeline in services.

If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.

👉 Register now before doors close Friday, 29 August: https://theb2bplaybook.com/demand-generation-course

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Demand Generation Course Review: What I Learned Inside The B2B Incubator

Thinking about joining a demand generation course—but not sure if it’s worth your time?

We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth.

Allister shares:

• Why he picked this program over other courses (including how it's different to Ritson’s Mini MBA)

• How he got sales to actually use their content

• The exact results they saw (3x more prospect meetings, 200% LinkedIn lift, +75% attributed pipeline)

Tune in and learn:

• How to build a demand gen engine with a small team

• A practical content system that aligns sales and marketing

• What to expect when you join The B2B Incubator

If you're serious about levelling up your skills, aligning your team, and finally seeing results from your content—this episode is for you.

🔗 Links + CTAs

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Demand Gen Course Review: Real Feedback from a Head of Marketing

00:44 The Problem: Content That Doesn’t Drive Pipeline

01:53 Why I Chose The B2B Incubator Over Other Courses

02:50 Hands-On vs Theory: How It Compares to Ritson’s Mini MBA

04:30 From B2C to B2B: Plugging My Skill Gaps

05:40 The Mindset Shift: From Sales Support to Strategic Partner

07:00 Learning to Build a Content Engine with Limited Resources

08:00 Our Strategy: Pillar Content on Steroids

09:02 How We Got Sales to Use Our Marketing Content

09:40 The Power of Single-Minded Content

10:40 Aligning Content to Personas (and Why It Worked)

11:30 The Impact on Sales Conversations

12:00 Tangible Results: 3x More Prospect Meetings

13:00 200% LinkedIn Engagement Lift

13:50 Website Dwell Time Up 80%

14:30 $ Attributable Pipeline: +75% YoY

15:05 The Confidence Shift: Why I’d Do It Again

16:10 Making Time for the Program in a Small Team

17:05 Should You Bring Your Team Into the Program Too?

17:42 Final Verdict: Is It Worth It?

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E195 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

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If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast.

We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.

We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.

Tune in and learn:

• Why most GTM teams are misaligned – and the root cause

• How to capture first-party market intelligence that makes marketing commercially viable

• The step-by-step framework for aligning sales, marketing, and customer success

This is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.

Want access to the GTM Map that's blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-school

🔗 Links + CTAs

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🔗Want access to our GTM Map? Register for our next webinar at https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Welcome to The Circuit: Why GTM Misfires Happen

01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines

03:40 Why Sales & Marketing Misalignment Costs You Revenue

05:50 The Predictable Revenue Problem No One Talks About

08:15 How Team Incentives Broke the GTM System

10:30 The Fallout: Low-Quality Meetings & Rising CAC

13:20 Marketing’s MQL Trap – and How to Escape It

15:40 Why Traditional Sales Methodologies Aren’t Enough

18:00 The Real Cost of Sales Overpromising & CS Under-delivering

21:00 Old Principles, Modern Twist: The Case for Cataloging

24:10 Step 1: How BDMs Capture First-Party Intent

28:30 Step 2: Turning Catalog Data into Marketing Firepower

32:20 Step 3: Live Quoting Days & Seamless Handoffs

36:00 Step 4: Customer Success as a Growth Engine

39:20 The Circuit vs Predictable Revenue – Side-by-Side

42:00 Why Cataloging Builds Long-Term Alignment

45:10 Real-World Wins: From Stalled Deals to Biggest Ever

48:20 How to Pilot This Framework in Your Organisation

51:00 Next Steps: CRO School, Health Checks & Roundtables

S07 E194 - The B2B Playbook

b2b #b2bmarketing #revenue #revenuealignment #salesandmarketing #sales

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If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?

We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.

The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.

Tune in and learn:

• How to define your next best market

• How to reposition your business to make it a 'no brainer' for future customers

• How to prioritize your next targets by cataloguing the market

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine

01:28 Why Understanding Your Best Market is Crucial for Success

03:41 The Four-Step Process to Drive Better Commercial Outcomes

05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule

08:40 Step 2: Deep Dive into Customer Understanding

11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients

13:50 The Power of Direct Customer Interviews vs. Data Analysis

16:20 Step 3: Updating Your Positioning and Messaging

17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales

20:20 The Benefits of Building Relationships Through Market Research

22:08 Wrapping Up: The Foundation for a Successful Growth Engine

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S06 E145 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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Transform Your Marketing with our Demand Generation Course, The B2B Incubator

We dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.

In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.

Tune in and learn:

• Why the 5 Bs Framework is a game-changer for B2B marketers.

• How to create a scalable demand generation strategy.

• Real results from marketers who took this journey.

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Welcome to the B2B Incubator

02:00 Who is This Program For?

04:00 Common Challenges in B2B Marketing

06:00 The Three Key Shifts for Demand Generation

08:00 Why the B2B Incubator Works

10:00 The 5 Bs Framework Explained

12:00 Consistency is Key in Demand Generation

14:00 Overview of the Program Structure

16:00 The Templates and Tools You'll Use

18:00 Career Benefits of the Program

20:00 Real Success Stories from Alumni

22:00 FAQ: Common Program Questions

24:00 How to Secure Buy-in for the Program

25:30 Next Steps to Join the B2B Incubator

26:40 Final Cohort Info

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Why Most B2B Positioning Fails (And How to Fix Yours)

Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.

In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.

Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.

Tune in and learn:

• The 6 most common B2B positioning mistakes (with real examples)

• Why your homepage is the best place to anchor positioning

• How to craft a clear, credible message your team can align around

If you’ve ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why Positioning Matters More Than You Think

01:10 Homepage as a Strategic Anchor for Positioning

02:38 Positioning 101: Why You Can’t Be Everything for Everyone

03:15 Common Mistake #1: Making Up a New Product Category

05:49 Common Mistake #2: Pretending You’re More Than You Are

07:52 Common Mistake #3: Positioning Around Revenue Outcomes

10:51 Common Mistake #4: Leading with AI as Your Differentiator

12:55 Common Mistake #5: Targeting Too Many Audiences

14:35 Why Brand Slogans Fail When Strategy Is Missing

16:50 The Four Essential Positioning Questions

18:40 Why You Can’t A/B Test Your Way to a Position

20:20 Category vs Use Case Positioning Explained

23:35 Figma vs Calendly: Two Positioning Approaches

26:40 How to Find the Right Level of Use Case Specificity

27:50 Segmenting Your Market: 4 Ways That Actually Help

30:00 Building Your Positioning Canvas Step-by-Step

31:30 What Does Your Product Replace? Competitive Alternatives

32:50 How Market Maturity Impacts Positioning Strategy

34:00 Differentiation: Binary vs Degree-Based Examples

36:30 Why Your Homepage Needs to Reflect Your Position

39:00 Fletch PMM’s Own Positioning Strategy (Behind the Scenes)

41:00 Bringing Positioning Into Sales, GTM, and Investor Decks

42:20 Q&A: Positioning for Horizontal Products

43:35 How to Use Use Cases to Stay Focused

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E192 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

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Why MQLs Are Broken (And What to Measure Instead)

B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.

In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.

Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable.

Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.

Tune in and learn:

• Why MQLs are based on “fantasy intent” — and what to track instead

• How to replace lead gen with real account intelligence

• What sales, marketing, and CS need to align on to win deals (and renew them)

If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why MQLs Are a Lie We Keep Telling Ourselves

02:10 Sales and Marketing Broke Each Other

04:00 How Martech Incentivised the Wrong Behaviours

06:00 The Rise of GTM Engineers (and Why It’s Dangerous)

07:30 What Sales Used to Measure vs. Today’s Mess

09:00 From Carrying the Bag to Calling the Bluff

12:00 Brand Still Matters More Than Martech Tells You

15:00 Why “Create Demand” is the Wrong Idea

17:00 The Real GTM Fix: Start With Account Intelligence

19:30 Cataloguing the Market: The Mid-Market Hosting Playbook

23:00 A Real Example of ABM Done Right

26:00 The Problem With ABM Without ABS

28:00 Make Marketing the Wingman, Not the Hero

30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent

33:00 Micro-Events That Actually Move Pipeline

36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile

39:00 Don’t Waste Sales Time on Unwinnable Deals

41:00 Sales Looks Right to Left, Marketing Left to Right

44:00 Closed Lost Isn’t the End—It’s an Opportunity

47:00 When CS Is Set Up to Fail From the Start

50:00 Reactivating Lost Deals With Class

54:00 The Real Reason So Many GTM Systems Fail

57:00 How PE and VC Killed Long-Term Thinking

1:00:00 The Problem With Building to Sell, Not to Last

1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs

1:06:00 The Pyramid of Beliefs, Values, and Actions

1:09:00 How to Convince the C-Suite to Change GTM

1:12:00 Final Thoughts: This Isn’t Just a Sales Problem

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E191 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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Most marketers still obsess over Google blue links. We’re here to show why that’s yesterday’s game.

We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google’s AI Overview.

You’ll hear the exact tactics small teams can use to out-manoeuvre enterprise giants: think listicle “cheat codes”, brand-mention campaigns, and Reddit seeding that LLMs love.

Tune in and learn:

• Zero-click search - why clicks are disappearing and how to adapt

• Brand mentions are better than backlinks - the new authority signal LLMs crave

• 90-day sprint - ship pages, listicles and PR faster than big brands

This episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 AI vs SEO: Why This Matters Now

01:40 The Biggest Search Shake-Up in 10 Years

03:10 Enter the Zero-Click Era

04:35 Is Google Still Worth Chasing?

06:20 Should You Stop “Traditional” SEO?

08:05 How to Optimise for LLM Search

09:55 Solution-Aware Content That Wins

11:25 LLMs Don’t Rank Pages—They Chunk Them

13:05 Brand Mentions: The New Backlink

15:40 Listicles: Your AI Cheat Code

18:20 Build Detailed Use-Case Pages Fast

21:05 Early-Mover Advantage (Act Now)

23:30 Reddit & Quora: Secret SEO Weapons

26:10 Tracking the Un-Trackable in AI Search

29:55 The 90-Day Playbook to Beat Giants

33:35 Speed & Experimentation = Moat

40:10 Creative Tactics + Close

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E190 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #b2bsaas #seo #AISEO

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We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.

Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.

Tune in and learn:

• The “earn the right” test Leslie uses before every email or call

• How to rebuild SDR metrics around market validations - fast

• Why AI tools like Clay help only when you start with real buyer insight

This episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Outbound Playbooks Still Stuck in 2011

04:00 Leslie’s Mission – Make Sales Respected Again

08:00 “Earn the Right” – Trust Before Tactics

12:00 Why Most Outbound Emails Flop

16:00 Attribution Wars & Broken GTM Alignment

20:00 Enterprise Buying Lessons on Repeatability

24:00 The SDR Industrial Complex Exposed

28:00 Relevance vs Personalization – Hard Stop

32:00 AI & Clay: Shiny Objects or Real Help?

36:00 You Can’t Automate Trust – Shortcut Myth

40:00 Growth-Hack Tactics That Kill Pipeline

44:00 Fixing SDR Metrics with Market Validation

48:00 Timing, MQLs & Sales-Marketing Unity

52:00 Hard Questions, Tonality & Buyer Respect

56:00 Key Takeaways & Where to Find Leslie

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E189 - The B2B Playbook

b2b #b2bmarketing #sales #outbound #SDR

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Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue.

In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions.

We’ll show you how to build a strong point of view, map it to your buyer’s journey, and use thought leadership ads to hit the 95% of the market that isn’t ready to buy… yet.

Tune in and learn:

• The 3 questions every POV must answer to resonate

• Why most marketers fail at thought leadership (and how to fix it)

• Our exact LinkedIn Ads system for turning content into pipeline

This episode is a must-watch if you want to move beyond vanity metrics and make your brand the one buyers remember when they’re ready to act.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 How Thought Leadership Actually Builds Pipeline

02:00 The 5 Bs Framework Recap

04:00 Why Thought Leadership Often Fails

06:00 The 3 Questions to Shape Your POV

08:00 Using LinkedIn Ads to Amplify Trust

10:00 Mapping Content to the Buyer Journey

12:00 Why Subject Matter Experts Must Lead

14:00 The Real Goal: Being Remembered at Purchase Time

16:00 The Ogilvy Method for Ads that Educate & Convert

18:00 How to Measure Thought Leadership Ads

20:00 A Proven Framework for LinkedIn Thought Ads

22:00 Patagonia: B2C Thought Leadership Masterclass

24:00 How Patagonia Drives Profit Through POV

26:00 B2B Example: Rivet’s Framework for Labor Ops

28:00 Final Takeaways: Thought Leadership That Works

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E188 - The B2B Playbook

b2bmarketing #demandgeneration #b2b #digitalmarketing

b2bsaas #thoughtleadership #linkedinads

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Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.

But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.

Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.

Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.

Here’s what we cover in this episode:

• Why most sales development strategies fail before the first call

• The power of cataloguing accounts (and why it's better than intent data)

• How to build outbound systems that don’t collapse when your SDR quits

• What real Sales and Marketing alignment looks like

Tune in and learn:

• Why timing is a weak signal (and what to track instead)

• How cataloguing transforms your outreach strategy

• What great commercial architecture actually looks like

This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale, and wants a better way to reach your market.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 The Professor of Prospecting: Who Is Shawn Sease?

04:18 Why B2B Outbound Is Broken

07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be

11:12 The Real Job of SDRs Today

14:40 Why Buyers Aren’t Listening to You Anymore

17:55 How to Build Trust Instead of Noise

21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?

24:46 Cataloguing: The Secret to Smarter Outreach

28:05 Feedback Loops That Actually Align Sales and Marketing

31:36 Why "Booked Meetings" Are a Broken Metric

35:14 The Role of Customer Success in Sales Development

38:46 Outbound Needs a System—Not Just a Script

42:33 Stop Chasing Timing—Start Building Permission

46:10 What Good Commercial Architecture Looks Like

49:22 The Future of Prospecting: What's Coming Next

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E187 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas #salesdevelopment #sdstrategy

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Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.

This episode, we break down how to get out of that cycle – without dropping results.

We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.

Here’s what we cover in this episode:

• Why most marketers default to the short term (and how to break the habit)

• The truth about diminishing returns in performance marketing

• The role brand plays in lowering CAC and increasing sales velocity

• How to map every activity to a stage of awareness using a unified framework

Tune in and learn:

• Why only 5% of your market is ready to buy – and what to do with the other 95%

• How brand building actually impacts the short term too

• How to balance your marketing budget (even on limited resources)

This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Brand vs Demand: The B2B Tug of War

02:55 Why Short-Term Wins Can Hurt Long-Term Growth

05:10 The Real Cost of Chasing MQLs

07:00 Diminishing Returns in Performance Marketing

08:45 Why B2B Brands Burn Out Too Fast

10:15 The Hidden Power of Brand Building

11:45 Brand vs Activation: Know the Difference

13:05 The 5 Stages of Awareness Explained

14:55 Mapping Content to Awareness Stages

16:30 Balancing Brand & Demand on a Budget

18:00 What 60/40 Really Means for B2B Marketers

19:35 How to Allocate Budget With Limited Resources

20:55 Avoiding the 'Do It All' Marketing Trap

22:05 Final Thoughts: Build for Now AND the Future

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E186 - The B2B Playbook

b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy

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Why Most B2B Sales Teams Are Failing (And How to Fix It)

Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.

But that’s not how today’s buyer wants to buy.

In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales – and what comes next.

We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.

Here’s what we cover in this episode:

• Why the predictable revenue model has failed us

• How to segment and validate your market the right way

• The DISC profiling framework that changes how you sell

Tune in and learn:

• Why AI is wings for the good… but crutches for the lazy

• The Dust Bowl of B2B sales – and how to escape it

• How CRO School and Humantic AI fit together

If you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why B2B Sales is Broken in 2025

03:00 What is Humantic AI & How It Works

06:00 What Broke B2B Go-To-Market (And How to Fix It)

08:45 How B2B Buyer Behaviour Has Radically Changed

11:30 Why Predictable Revenue Doesn’t Work Anymore

13:45 Lessons from the Australian Market

16:15 The Real Reason Teams Default to Volume

18:30 The 'Dust Bowl' Analogy of B2B Sales

21:00 Why Most B2B Sales Teams Are Stuck in 2010

23:30 What Market Validation Actually Means

26:30 DISC Profiles: Stop Selling to Personas

30:00 Matching Message, Timing & Channel with Buyer Personality

33:00 Why AI Makes Lazy Sellers Worse, Not Better

37:00 Why GTM Tools Can't Replace Commercial Sense

40:00 The Rise of Full-Cycle Selling & Death of the SDR Model

43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning

46:30 Fitness, Spinal Injuries & The Grit Behind CRO School

49:30 Why No Kid Wants to Be a Salesperson (But Should!)

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E185 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #b2bsaas #salesstrategy #humanticai #cro_school #buyerfirst #gtm

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How Far Should You Niche Down? (And How to Know You’ve Got It Right)

Most marketers are targeting too broadly—and it’s killing their go-to-market.

In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.

We’ll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.

Here’s what we cover in this episode:

• Why niching down feels scary—but works

• How to use the 80/20 rule to uncover your best (and worst) customers

• How to test and validate if your niche is big enough to sustain your business

Tune in and learn:

• The full step-by-step process to finding your Minimum Viable Market

• Real examples of how to apply firmographic, demographic, and psychographic filters

• How to reposition your business over time without losing momentum

This episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you’re stuck trying to build pipeline, this is the most important strategy you’re probably missing.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 How Far Should You Niche Down?

01:00 Why Niching Down Feels Risky (But Works)

02:10 Broad Targeting Is Killing Your Cut-Through

03:40 The Greek Wedding Analogy: Why Specificity Wins

05:00 Seth Godin's Take on Minimum Viable Market

06:10 How to Spot Underserved Niches

07:30 Step 1: Start With an 80/20 Customer Analysis

08:30 Revenue Isn’t Everything: Find Profitable Segments

09:50 What to Look for in Your Dream Customers

11:00 Real Example: ESG and the Modern Slavery Act

12:40 Step 2: Catalog Your Market and Validate Demand

14:00 What If Your Market Is Too Small (or Big)?

15:30 Don’t Forget to Call Your Churned Accounts

16:30 Our Journey: From Broad B2B to Demand Gen Marketers

17:40 Why You Can (And Should) Reposition Over Time

18:40 Final Takeaways: Nail Your Niche and Expand Later

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E184 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #b2bsaas

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How to Use AI to Cut Customer Research Time in Half

Most B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming.

This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on.

We've experimented extensively and will share the exact process that allows marketers in small teams to finally complete customer interviews efficiently. Using AI the right way can transform qualitative data into clear, actionable insights faster than ever.

Tune in and learn:

• The best AI tools for transcribing and summarizing customer interviews

• How to avoid common pitfalls (like AI hallucinations!)

• The quickest way to build accurate, insightful customer avatars

This episode is a must-watch for B2B marketers tired of customer research always falling off the to-do list.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 How to Accelerate B2B Research with AI

01:09 Quick Recap: Our Proven '5 BEs Framework'

02:39 Why Customer Interviews Keep Getting Ignored

04:00 The Truth About AI and Customer Research

05:52 Can AI Really Replace Qualitative Research?

08:48 The Best AI Tools for Recording & Transcription

11:15 How AI Summarizes Customer Conversations

12:11 Real-Life Example: Quick Customer Insights Capture

13:19 Crucial Step: Validate Your AI Findings

14:43 Creating Your Dream Customer Avatar with AI

15:15 Advanced Tip: Custom GPT for Deep Insights

16:00 Aligning Marketing, Sales, and Product Teams with AI

16:36 Key Watch-outs When Using AI in Research

17:41 Avoid AI Hallucinations with These Simple Steps

18:46 Secrets to Capturing Powerful Customer Quotes

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E183 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing #b2bsaas #AI #CustomerResearch

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Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to?

This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers.

We also share the powerful go-to-market process of Cataloguing the Market—a strategy that helps you validate who’s actually a good fit before you waste a single dollar on ads or outbound.

Tune in and learn:

• How to identify and define your Anti-ICP (with examples)

• The 80/20 analysis that reveals who’s a drag on your business

• Why Cataloguing the Market gives you unfair timing advantage

If you’re tired of spending time and money chasing the wrong accounts—or if you’re looking to finally build a sustainable demand engine = this episode is a must-watch.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Stop Wasting Time on the Wrong Customers

01:06 What is the 5 BEs Framework?

02:19 Why You Need an Anti-ICP

03:20 $10K Wasted on the Wrong Fit

05:31 How to Identify Your Anti-ICP

06:49 Ask Your Team: Who Do You Hate Working With?

07:49 Documenting Red Flag Customers

08:28 Firmographics vs Demographics

09:36 Use Case Clarity: Where You Deliver Value

10:35 What Anti-ICPs Tell You About the Buying Committee

11:04 What is “Cataloguing the Market”?

12:19 How Cataloguing Prevents Wasted Spend

13:31 Why Predictable Revenue Broke Go-To-Market

14:43 How Timing Drives Smarter Spend

16:34 Precision Over Pressure: Striking at the Right Time

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E182 - The B2B Playbook

B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy

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Why Your B2B GTM Strategy Needs the 5 BEs Framework Now

Most B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer.

That’s why we created the 5 BEs Framework.

This week, we show you how to move beyond demand generation and build a complete go-to-market strategy—tailor-made for small B2B teams.

We’ve used the 5 BEs to help B2B marketers in both small and large orgs drive more pipeline, get sales and leadership buy-in, and scale trust across the entire buying journey.

Tune in and learn:

• How the 5 Stages of Awareness connect brand and demand

• Why Demand Gen marketers are the new GTM Architects

• How to scale trust and pipeline—without more headcount

This episode is a must-watch if you’re in a small marketing team and need a single system to punch above your weight, align your org, and make marketing finally feel like it's working.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00 Why Small Teams Need a Complete GTM Framework Now

01:00 The Origin Story of the 5 BEs Framework

02:20 Should Brand and Demand Be Separate?

03:50 One Budget, One Team: The Reality of Small Team Marketing

05:20 Why Demand Gen Marketers Need to Think Bigger

07:00 How the 5 Stages of Awareness Connect Brand & Demand

08:40 Making Brand and Demand Work in Tandem

10:20 The Power of Aligning Around Your ICP

12:00 How Demand Gen Marketers Act as GTM Connectors

13:40 BE HELPFUL: The Secret to Trust-Based Content

15:20 How to Cut Through the Noise With Meaningful Content

17:00 BE SEEN: Amplifying Trust With Smart Distribution

19:00 Avoiding the Disconnect Between Brand & Performance

21:00 BE BETTER: Operational Efficiency & Continuous Testing

23:00 BE THE BEST: Where AI & Innovation Power the Flywheel

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E181 - The B2B Playbook

B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy

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Why is go-to-market still broken in B2B?

Because nobody owns the commercial outcome.

In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.

This isn’t another “alignment” chat.

It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.

We cover:

• How Predictable Revenue broke GTM—and what comes next

• Why “meetings booked” is a destructive metric

• The missing role of commercial acumen in sales and marketing

• What Passetto does to bridge GTM and finance

• How CRO School is restoring financial ownership across revenue teams

• And why this isn’t a fix at the department level—it’s a top-down restructure

If your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.

https://theb2bplaybook.com/cro-school

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

Check out Passetto: https://www.passetto.com/

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

00:00:56 – Why GTM Teams Are Still Broken in 2025

00:04:00 – The Fallout from Predictable Revenue: Modeling Gone Wrong

00:08:07 – The Finance-GTM Gap Nobody Talks About

00:12:10 – Why MQLs & Siloed Metrics Kill Growth

00:16:10 – Why Weekly Syncs Don’t Fix Misalignment

00:20:10 – The Meetings Metric Is Breaking Your Funnel

00:24:20 – Churn Isn’t a CS Problem—It’s a GTM Problem

00:28:20 – What a Real CRO Should Own (and Why Most Don’t)

00:32:25 – What Passetto Does to Fix GTM Blind Spots

00:36:30 – Closed Circuit Selling: A GTM Framework That Works

00:40:30 – Why BDRs Are Operating in a Black Hole

00:44:35 – Final Thoughts & Where to Learn More

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E180 - The B2B Playbook

B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy

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How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads

Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.

We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.

This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.

You’ll learn how to:

• Map your LinkedIn content to the five stages of awareness

• Use thought leadership marketing to build trust at scale

• Combine paid media and outbound to unlock high-intent conversations

Watch this if you:

• Want a scalable way to generate demand on LinkedIn

• Need a better B2B LinkedIn ad strategy that drives revenue

• Are trying to get in front of ideal customers with zero brand awareness

We show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.

This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.

🔗 Links + CTAs

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🎓 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

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

02:20 What Are LinkedIn Thought Leadership Ads?

03:40 Proof It Works: Real $10K/Month Deal From These Ads

05:00 Why Most Thought Leadership Ad Campaigns Fail

07:00 Boosting Posts ≠ Strategy: The Common Mistake

09:00 The 3-Month Trust-Building Window (Case Study Insight)

11:00 You Need This Before You Run Any LinkedIn Ads

12:40 Our Full Demand Gen Framework Behind These Ads

14:20 Mapping Ads To The 5 Stages of Awareness

16:00 Unaware to Most Aware: The Buyer Journey Blueprint

18:00 How to Create a Thought Leadership Content Matrix

20:00 Cold vs Warm Audiences: What Content to Serve

21:40 How We Target & Build Audiences That Convert

23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You

24:40 Our Secret Ad Sequencing Hack That Lowers Costs

27:00 Real Client Wins: Social Proof You Can Copy

29:00 When To Combine Ads With Sales for Bigger Wins

30:40 The KPIs That Actually Matter (And What to Ignore)

34:00 Final Thoughts & Where To Learn More

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E179 - The B2B Playbook

LinkedInAds #B2BMarketing #ThoughtLeadership #DemandGen #TheB2BPlaybook #B2BLeadGen #LinkedInStrategy

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Sales Methodologies Are Killing Your Revenue Team

Most sales teams swear by Gap, Challenger, or Spin.

But these sales methodologies were never designed to align your go-to-market team.

In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are failing modern revenue teams.

We explore the commercial damage caused by Predictable Revenue, why CROs from sales backgrounds often lack the full commercial picture, and how Closed Circuit Selling provides a revenue alignment system that scales.

Tune in and learn:

• Why Predictable Revenue broke marketing, sales, and CS alignment

• How to engage 100% of your market — not just the 5% in-market

• The new commercial architecture for efficient GTM teams

This episode is a must-watch for founders, marketers, and sales leaders who are sick of operating in silos and want a proven system to unify the go-to-market function.

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Predictable Revenue Broke B2B Alignment

02:00 Why Sales Methodologies Are Failing GTM Teams

04:00 The Commercial Damage of Old Sales Models

06:00 Sales & Marketing Misalignment: A Systemic Issue

08:00 Why Most CROs Don’t Understand True Revenue Oversight

10:00 What Actually Counts as a Sale?

12:00 How Commercial Career Progression Used to Work

14:00 Marketing Became a Lead Gen Machine

16:00 The 95/5 Rule: You’re Ignoring 95% of Buyers

18:00 A Better Way to Do Outbound (Roleplay)

20:00 Cataloging: A Buyer-Centric Sales Motion

22:00 Sales Enabling Real Marketing Again

24:00 How Predictable Revenue Changed the Metrics

26:00 Why CROs Have Never Seen Full GTM Alignment

28:00 Australia’s Advantage: Precision in Small Markets

30:00 Revenue Alignment Systems Are the Future

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen-course

S07 E178 - The B2B Playbook

b2bsales #predictablerevenue #demandgeneration #demandgen

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Why Your Thought Leadership Isn’t Working (And How To Fix It)

Most B2B marketers and founders are investing in thought leadership—but seeing zero results.

In this episode, we sat down with LinkedIn Ads expert Justin Rowe (Founder of Impactable) and SaaS marketing leader Rohit Srivastav (FleetPanda, S11s) to break down why your content isn’t landing—and what to do about it.

We get into the biggest mistakes brands make, how to build an audience that actually cares, and how to get your founders and team to consistently create thought leadership without it becoming a chore.

Tune in and learn:

• Why most thought leadership fails before it even begins

• How to build an audience of your ideal customers (from scratch)

• The systems you can use to generate expert content every week

This episode is a must-watch for anyone trying to build brand, trust, and pipeline in 2025. Whether you’re a founder, a marketer, or just trying to stand out—this one’s packed with practical playbooks you can start using today..

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Why No One’s Listening to Your LinkedIn Content

02:25 The #1 Mistake Marketers Make With Thought Leadership

04:00 Talk With, Not At: Building Real Audience Connection

06:15 How to Rebuild Your Audience From Scratch

08:10 Rohit’s 30-Minute a Day LinkedIn Growth Playbook

10:05 Justin’s 15-a-Day Strategy to Build a Dream Network

12:35 Why You’re Still Not Breaking Through the Noise

14:45 The “Pond vs Ocean” Content Strategy

16:25 Founders Who Hate Posting: How to Get Them Started

20:05 Should Founders or Brands Lead Thought Leadership?

22:15 Corporate Pages Are Dead… Or Are They?

26:35 How B2C Brands Are Crushing LinkedIn Creativity

28:45 Rohit’s Simple Playbook for Founder Content

32:10 What You Can (and Can’t) Outsource in Thought Leadership

36:00 Running Thought Leadership Ads That Actually Work

39:00 How to Measure Real Success in Thought Leadership

41:10 Beyond LinkedIn: Where Else to Build Thought Leadership

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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🔹 strategy

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So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E177 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #b2b #b2bmarketing #sales

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Sales and marketing teams often feel worlds apart—competing priorities, clashing strategies, and constant miscommunication. But it doesn't have to be that way.

In this episode, we break down how sales and marketing can finally get aligned, collaborate effectively, and drive more revenue by working smarter—not harder. We reveal practical steps for modern B2B teams to bridge the gap, streamline their processes, and tackle today's toughest growth challenges together.

Tune in and learn:

• The critical mistake keeping your teams misaligned

• How to build a powerful sales & marketing partnership

• Why modern sales and marketing alignment is your key growth lever

This is a must-watch episode for sales and marketing professionals who are tired of internal friction and want clear, actionable strategies for winning as one unified team.

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Introduction: A Smarter Approach to Sales & Marketing Alignment

02:43 Why Sales and Marketing Still Clash Today

05:35 Identifying Internal Issues Holding You Back

07:13 How Demand Generation Fuels Alignment

09:44 Understanding Your Buyer’s True Journey

12:43 Aligning Incentives & KPIs Across Teams

16:50 How Marketers Can Support Sales Better

20:03 The Role of AI & Tech in Modern Alignment

23:25 Getting the Fundamentals Right First

26:56 Proven Ways to Integrate Sales & Marketing

33:00 Creative Compensation Structures that Work

37:00 Avoiding the SDR Revolving Door Problem

38:41 Breaking Down Internal Marketing Silos

44:29 Building an Aligned Content Engine

52:07 The 5-Step Framework for Smarter Collaboration

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E176 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #b2b #b2bmarketing #sales

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We all know video content works, but are you really leveraging it to its full potential?

In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight.

Lindsay dives deep into how and why video effectively captures mindshare, engages your audience authentically, and drives significant business results.

We’ll share how to easily repurpose existing videos to amplify your campaigns and even reveal the exact LinkedIn strategy that landed a 35% conversion rate—without any extra spend!

Tune in and learn:

• Why capturing mindshare with video sets you up for long-term success

• Easy ways to repurpose your existing videos into fresh content

• How to run high-conversion campaigns using video on LinkedIn

This episode is a must-watch for marketers who want to cut through the noise, engage their audience authentically, and maximize ROI from existing video assets.

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

00:00 Every Campaign Needs Video—Here's Why

02:10 Meet Lindsay McGuire from Goldcast

05:00 Why Mindshare Matters for Your Brand

08:17 Why Video is Essential for B2B Marketing

11:07 What "Video First" Distribution Actually Means

13:22 The Untapped Power of Webinars

16:13 How to Repurpose Existing Videos Effectively

19:14 The Simplest Short Form Video Formats You Can Use Now

21:21 Easy Product Release Videos That Convert

24:00 How to Leverage Employee Videos to Go Viral

27:51 The LinkedIn Video Play that Achieved 35% Conversion

30:10 Simple Ways to Optimize Videos for LinkedIn

32:02 Creating Controversial Clips to Stop the Scroll

34:05 How to Quickly Find Your Best Clips with AI

36:00 Key Takeaways & Next Steps

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E175 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #linkedinads #b2b #b2bmarketing #b2bvideo

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Stop Overpaying: Mastering LinkedIn & Meta Ads for B2B

We created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising.

We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost.

You’ll hear exactly how to apply our five stages of awareness, so you always share the right content at the right time.

Tune in and learn:

• The biggest mistakes we see B2B marketers make on LinkedIn

• How to build laser-focused ICP audiences that actually convert

• Simple ways to slash your ad spend by using Meta strategically

This episode is a must-watch because we show you how to spend less, convert more, and keep your boss and sales team happy.

This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

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GET the latest CONTENT: https://theb2bplaybook.com/

00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot

04:00 What It’s Really Like Being an In-House B2B Marketer

07:30 The Challenges of Growing a SaaS Marketing Team

10:50 How to Work Effectively with Sales as a Marketer

14:20 The Realities of Building a Marketing Funnel from Scratch

17:40 Why Most B2B Marketing Strategies Fail

21:00 Live Events Are Back – But Should You Host One?

25:00 The Birth of the Generate Community

28:40 How to Build a B2B Community That Actually Works

32:30 The Power of Learning from Other Marketers

36:50 The Future of Generate and What’s Next for Axel

40:30 Final Thoughts: Why Community is the Future of B2B Marketing

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S07 E174 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #linkedinads

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Building a thriving community and life as an in-house marketer.

Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?

In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.

If you're tired of figuring it all out alone, this is the episode for you.

Tune in and learn:

• The biggest challenges in-house B2B marketers face (and how to solve them)

• Why community is becoming a MUST for B2B marketers

• How Axel built Generate into a 300+ member strong B2B marketing hub

This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.

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00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot

04:00 What It’s Really Like Being an In-House B2B Marketer

07:30 The Challenges of Growing a SaaS Marketing Team

10:50 How to Work Effectively with Sales as a Marketer

14:20 The Realities of Building a Marketing Funnel from Scratch

17:40 Why Most B2B Marketing Strategies Fail

21:00 Live Events Are Back – But Should You Host One?

25:00 The Birth of the Generate Community

28:40 How to Build a B2B Community That Actually Works

32:30 The Power of Learning from Other Marketers

36:50 The Future of Generate and What’s Next for Axel

40:30 Final Thoughts: Why Community is the Future of B2B Marketing

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S07 E173 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #community #b2bcommunity

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How to Talk to Customers & Actually Learn Something (The Right Way)

Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong.

This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.

Ryan has conducted over 2,000 customer interviews, and he’s going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.

Here’s what we cover in this episode:

Why most marketers are FAILING at customer research

• The simple process to run 1-on-1 interviews that reveal real insights

• How B2B buyers actually make decisions (Hint: It’s NOT the funnel)

Tune in and learn:

• The 4 types of customer interviews you NEED to be doing

• The best questions to ask to uncover buyer motivations

• How to get people to actually agree to customer interviews

This episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.

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00:00 How to Talk to Customers & Actually Learn Something

02:10 The Big Mistake Marketers Make with Customer Interviews

04:30 Why 1-on-1 Conversations Are the BEST Research Method

06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!)

09:10 The 4 Types of Customer Interviews You Should Be Doing

12:00 How to Set Up a Customer Interview That Gets Real Insights

14:40 Who You Should Be Interviewing (And Who to Avoid)

18:20 The BEST Way to Get People to Agree to Customer Interviews

22:00 How to Ask Questions That Uncover Golden Insights

25:10 What to Do When People Don’t Want to Talk to You

28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations

32:00 How to Analyze Customer Interviews & Turn Data into Action

36:00 Real-World Examples of Customer Research Transforming Businesses

39:30 How to Use Customer Research to Improve Marketing & Sales

42:00 Key Takeaways & Where to Start Today

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S07 E172 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #customerresearch #b2bjourney #buyingjourney

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How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!)

We’re breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we’re sharing the entire virtual event playbook with you!

If you’re thinking about running a virtual event, but you’re overwhelmed by the planning, marketing, and execution—this is for you. We cover everything from picking the right topic to driving registrations and keeping attendees engaged.

Tune in and learn:

• How to pick the perfect event theme that attracts the right audience

• The secret to landing top-tier speakers (even if you have no budget!)

• How we got 500+ highly targeted registrants in just a few weeks

• The must-have assets for a seamless event (brand kits, promo videos, and more)

• The #1 mistake marketers make when running virtual events

• What we’d do differently if we were launching an event again

This episode is a must-watch for any B2B marketer looking to drive real business results with virtual events. Whether you’re running webinars or large-scale summits, you’ll walk away with actionable strategies to make your event a success.

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00:00 Launching Our First Virtual Event – Here’s How

04:00 Why Virtual Events Work for B2B Marketers

08:00 The Three Key Phases of a Virtual Event

12:00 How We Chose the Perfect Theme and Audience

16:00 Landing Big-Name Speakers for Your Event

20:00 The Collateral You Need for a Successful Event

24:00 The Promo Video Strategy That Drove Signups

28:00 How We Got 500+ Registrants in Just 8 Weeks

32:00 Getting Speakers to Promote the Event for You

36:00 Engaging Your Audience During the Event

40:00 The Secrets to Seamless Event Execution

44:00 The Importance of Post-Event Follow-Up

48:00 Why Thoughtful Speaker Gifts Matter

52:00 Turning Your Event Into Evergreen Content

56:00 Final Thoughts & Lessons Learned

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S07 E171 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing #virtualevent #eventmarketing

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The Simple 3-Step B2B Demand Generation Strategy for 2025

Want to contribute more to your company’s pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine.

Most B2B marketers struggle because they only focus on capturing demand. But if you’re only targeting in-market buyers (just 5% of your audience), you’re leaving 95% of potential revenue untapped.

In this episode, we share the 3 core steps of a winning B2B demand generation strategy for 2025 that not only captures demand but also creates and nurtures future buyers.

Tune in and learn:

• The 95/5 rule and why your ads aren’t scaling

• How to align your strategy with your best-fit customers

• The easiest way to create and distribute demand-driving content

If you want higher-quality leads, better sales alignment, and scalable revenue growth, this episode is for you.

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00:00:00 Introduction: The 3-Step Demand Generation Strategy for 2025

00:01:53 What is Demand Generation? Breaking it Down

00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale

00:07:31 The 5 Stages of Awareness: Understanding Your Buyers

00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers

00:12:31 Real-Life Examples: Why Familiarity Wins in B2B

00:15:08 The Demand Generation Strategy for 2025: Key Objectives

00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer

00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers

00:23:56 Step 2: Be Helpful – Building Trust with Content

00:27:18 Creating a Content Repurposing System for Maximum Reach

00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content

00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently

00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy

00:36:04 Final Takeaways & Key Lessons for 2025

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S07 E170 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing

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Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?

That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.

We dive into real-world examples, including:

• A breakup letter that made IT professionals laugh (and convert!)

• A viral quiz that unexpectedly blew up on social media

• The hidden content signals that tell you whether your idea will work

Tune in and learn:

• How to test content ideas without wasting time

• What makes a piece of content go viral

• The must-have ingredients for high-performing content

This episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.

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00:00 Welcome to Full Circle 2024 with Jess Cook!

01:10 The Power of Minimum Viable Content (MVC)

03:00 Why MVC Should Be Part of Your Content Strategy

06:00 How MVC Helps You Test and Save Time

09:00 Real-World Example: Testing Ideas Before Big Campaigns

12:30 What Makes a Great Minimum Viable Content?

16:00 The 3 Essential Ingredients of High-Performing MVCs

20:00 What NOT to Include in Your First Content Test

24:00 The Secret to Measuring MVC Success

27:00 When an Idea Works – and When It Fails

31:00 How a Viral Quiz Almost Became the Next Wordle

35:00 Why Even Great Ideas Sometimes Flop

38:00 The Sweet Spot: How to Pick the Right Ideas to Test

42:00 Using MVC to Prioritize Your Marketing Efforts

46:00 Final Takeaways – How to Start Using MVC Today

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S06 E169 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen #contentmarketing

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We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply understand it and build trust with it.

You'll learn how to:

• Identify your best-fit customers

• Build a roadmap of their buying journey

• Find out who is in-market vs out-of-market - so you know who to focus your attention on.

Even better - Adem will show you how to do this without the fancy tools and tech!

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00:00 Introduction: Sales-Marketing Alignment

03:00 The Predictable Revenue Model: Why It’s Broken

06:30 Market Segmentation: Your Competitive Advantage

10:00 Why Narrow Targeting Drives Better Results

13:30 Scoring Your Best Customers Effectively

17:00 Firmographics, Psychographics, and Personas Explained

20:30 Permission-Based Creative: Standing Out to Buyers

24:00 Educating the 95%: Out-of-Market Strategies

27:30 Cataloging the Market: A Step-by-Step Guide

31:00 Building Feedback Loops Between Sales and Marketing

34:30 Final Takeaways: Better Go-to-Market Strategies

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S06 E168 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

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In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.

If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.

Tune in and learn:

• Why churn and burn sales tactics are unsustainable

• How to align marketing and sales around shared goals

• The difference between being data-driven vs. data-informed

This episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.

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00:00:00 The Problem with Predictable Revenue

00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo

00:02:37 What is Loxo? Revolutionizing Talent Intelligence

00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand

00:07:18 The Difference Between Brand Awareness and Demand Creation

00:09:23 The Obsession with Quantity Growth Strategies

00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach

00:16:10 Why Churn and Burn Tactics Are Unsustainable

00:18:20 Building a Consultative Marketing-Sales Relationship

00:22:03 Aligning ICPs and Segments Across Teams

00:25:20 Sharing Goals: The Secret to Team Collaboration

00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset

00:36:01 How Podcasts and Content Build Brand Affinity

00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency

00:47:17 The Power of Speaking to Problems, Not Products

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S06 E167 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen #outbound

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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Demand capture gets a bad rap.

But we know how important it is.

We’re just trying to change how it’s utilised for the better!

This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine.

In his role as Head of Product Innovation at Metadata.io and running AdConversion, he’s taking practical learnings from very real tests. He’s sharing that knowledge opening and giving us and you listeners the inside scoop of exactly what to do to get started.

There’s a ton of practical advice and value from this episode. Even as seasoned performance marketers, we’re still learning and swapping tips and tricks! Be sure to tune into this week’s episode for more!

Links To Mentioned Resources:

Silvio Perez LinkedIn Profile

adconversion.com

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Neuroscience and B2B marketing.

It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work.

But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts.

Chances are you’re already familiar with and actioning some of these things by applying The 5 Be’s Framework, in which we’ve baked in a lot of these ideas!

We start our miniseries on Neuroscience by looking at the principles of reciprocity and consistency.

While we try not to play too many mind tricks, there’s certainly a few levers here you’ll be able to pull to better help your dream customers!

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06:10 The Power of Triggers: Mother Turkeys' Instinct

13:10 Introduction: The Power of Reciprocity

14:00 Building Relationships through Giving

15:30 The Principle of Reciprocity in Action

17:00 Giving Value without Expectations

18:20 Commitment and Consistency in Marketing

19:50 Cognitive Dissonance and Consistency

22:20 Small Commitments Leading to Bigger Actions

23:50 Nurturing Relationships with Value

24:50 Moving Up the Value Chain

27:00 Conclusion and Recap

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S05 E107 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas #behaviouralscience #neuromarketing

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CABs, Customer Advocacy Boards.

Little known wonders of the B2B marketing toolkit.

While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.

We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!

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Our guest this week almost needs no introduction!

Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from!

Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO companies.

He and the team at SparkToro are doing amazing things to help the little guys when it comes to audience research and doing the type of marketing that just doesn’t work for the big boys in town. And that’s a good thing!

He generously share some of his view points, which we couldn’t agree more with here at The B2B Playbook.

Some key highlights:

• Paid channels’ incentive right now is attribution, not conversion!
• Demand generation is infuriatingly hard, if not impossible to measure. So that’s why most marketers don’t do it, and as a result it’s a huge opportunity because costs are low and inventory is high.
• Personas can be limiting, as they often don’t reflect the breadth of people within a collective group. They should be broad and diverse, but they’ll still allow you to understand where they get their information from and how the groups are made up. That type of personas are truly useful.
• When you change the fundamental question at the core of your marketing strategy, you open up the possibility for a more effective, long term and valuable relationship. When that transactional nature fades into the background and a value giving relationship is had, lots of things improve. Think of a tinder relationship vs meeting someone through friends.
• A ton to learn from classic marketing thinking, but the world is nuanced and requires a tailored approach.
• Value building events offline, particularly small ones, are immensely satisfying and rewarding.

Tune into this week’s episode for more!

Links To Mentioned Resources:

https://twitter.com/randfish

https://sparktoro.com/

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

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Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies.

As we get into further areas of study, one such area to look further into is education ecosystems.

Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?

In this episode, we’re exploring those questions as well as how to go about building one for yourself.

It’s the next level up on being helpful with your content. And one that has a lot of impact. But only if it’s right for your business!

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00:00 Introduction: Building an Education Ecosystem

01:00 The Five B Framework Overview

02:00 The Role of Education in Brand Building

03:00 AI's Influence in Modern Marketing

04:20 Real-world Examples: SAS Platform

05:10 HubSpot and Segment as Leading Examples

06:40 The Pain Points in B2B Marketing

07:50 The Power of an Education Ecosystem

13:30 Automating Knowledge for Business Growth

14:50 The Benefits of an Education Ecosystem

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S05 E106 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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In this episode, we sit down with Adrian Fagerlund, co-founder of Linkby, to explore how his revolutionary ad-tech platform is changing the game for brands and publishers. Linkby connects brands with the world's most prestigious publishers in record time while focusing on performance and measurability.

Learn how Linkby has scaled globally, their approach to trusted advisor sales, and why their reverse pitching feature is a game-changer.

Tune in and learn:

• How Linkby helps brands scale content across major publishers

• The role of communities and referrals in driving growth

• Why trusted advisor sales lead to long-term success

This episode is a must-watch for marketers looking to stay ahead in content and PR innovation.

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00:00 Introduction: Meet Adrian Fagerlund and Linkby

03:00 What Is Linkby? Revolutionizing Content and Advertising

06:00 Overcoming the Chicken-and-Egg Problem in Startups

09:00 Redefining Sales: Trusted Advisors, Not Just Sellers

12:00 The Role of Team Alignment in Scaling Rapidly

15:00 Lessons from Pedestrian.tv: A Foundation for Linkby’s Success

18:00 Linkby’s Global Team Bonus System: Driving Collaboration

21:00 The Power of Communities and Referrals in Marketing

24:00 Performance PR: Working with Agencies and Affiliates

27:00 Exploring Linkby’s Reverse Pitching Feature

30:00 Feedback Loops: Improving Targeting and Aligning Teams

33:00 What’s Next for Linkby: Products and Innovations

38:00 Key Takeaways from the Conversation with Adrian Fagerlund

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S06 E166 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen #outbound

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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We’re thrilled to have Ryan Reisert on this episode of The B2B Playbook! Ryan is an outbound sales coach, go-to-market consultant, and author of "Outbound Sales, No Fluff." He shares the secrets behind Phone Ready Leads—a revolutionary system that increases connect rates while saving time.

In this episode, we explore Ryan's journey, the math behind sales success, and how to align sales and marketing for greater efficiency. Ryan also breaks down his famous “buckets” process for prioritizing leads and how to catalogue your market to maximize results.

Tune in and learn:

• Why connect rates matter and how to improve them

• The importance of shifting from lead gen to demand gen

• How to align sales and marketing for long-term growth

This episode is a must-watch for B2B marketers and sales teams ready to level up their outbound game.

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00:00 Introduction: Solving the Connect Rate Problem

02:00 Ryan’s Journey into Sales and Marketing

04:50 The Birth of Phone Ready Leads

07:30 Understanding Sales as Math and Strategy

10:20 Building Effective Lead Scoring Systems

13:00 The Role of Technology in Outbound Success

15:40 Shifting from Lead Gen to Demand Gen

18:30 Navigating the Buyer’s Pyramid

21:20 Aligning Sales and Marketing for Better Results

24:00 The Power of Personalization in Outbound

26:40 Training Reps for Consultative Outbound

29:20 Cataloging the Market: Strategies for Success

32:00 Creating a Unified Funnel for Sales and Marketing

35:00 How to Build Trust Through Quality Conversations

38:00 Final Thoughts and Call to Action

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S06 E165 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen #outbound

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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In this episode, we explore whether Reddit can truly serve as a powerful demand generation channel for B2B marketers.

We dive into the potential of Reddit, why it’s gaining momentum in B2B, and how marketers can make the most of its unique community-driven platform. We also share real-life examples, common pitfalls, and strategies to test the waters on Reddit.

Tune in and learn:

• How to determine if Reddit is right for your audience

• Why Reddit’s organic reach is exploding

• Practical tips for building trust and providing value on Reddit

This episode is a must-watch for marketers who want to stand out and connect authentically with their dream customers.

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00:00Introduction: Can Reddit Drive Demand Gen?

03:00The Five B's Framework Overview

06:00Why Reddit is Gaining B2B Momentum

09:00Evaluating Reddit for Your Dream Customers

12:00How to Be Genuine on Reddit

15:00Testing Messaging and Audience Alignment

18:00Reddit as a Resource for Marketers

21:00Organic Visibility and Longevity on Reddit

24:00Consultative Selling on Community Forums

27:00Common Mistakes Marketers Make on Reddit

30:00The Role of Self-Reported Attribution

33:00Real-Life Examples of Reddit Success

36:00Overcoming Reddit Ads Challenges

39:00Key Takeaways for B2B Reddit Strategies

42:00Closing Thoughts: Experiment and Learn

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S06 E164 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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Positioning is the ultimate tool for creating an outsized impact in your market. In this episode, we uncover how small B2B teams can use positioning to dominate their niche.

We discuss practical frameworks, highlight CRM market leaders like Salesforce and HubSpot, and share actionable steps to sharpen your positioning strategy.

Tune in and learn:

• Why positioning matters more than ever in B2B

• A 5-step framework to define and test your positioning

• Real-life examples of positioning done right

This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.

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00:00 Introduction: Key Ingredient for Outsized Impact

02:00 What Is Positioning and Why It Matters

04:00 Market Leaders and the Power of Positioning

06:30 Examples of Great Positioning: Salesforce and Pipedrive

08:30 How Positioning Shapes CRM Markets

10:00 Steps to Define Your Positioning

12:00 Leveraging the 80/20 Rule in Positioning

14:00 Testing and Validating Your Positioning

15:30 Lessons from the B2B Incubator

16:30 Aligning Positioning Across Your Organization

17:30 Leadership Buy-In and Scaling Your Positioning

18:30 Final Takeaways on Positioning

19:00 Closing Thoughts and Key Lessons

19:10 How You Can Support the B2B Playbook

19:20 Sign Off: Subscribe for More B2B Insights

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S06 E163 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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This week we have artificial intelligence (AI) expert Drew Brucker show us how B2B marketers can use AI to get more done in less time - right now!

Drew has combined his unique experience as a top-notch B2B marketer, photographer and creative with his passion for A.I. In this session, he shows us two ways that B2B marketers can use A.I. to increase their productivity AND the quality of their work today.

Tune in and learn:

• the attitude marketers should have to A.I. if they want to get the most out of it

• how to use A.I. to build an outbound sequence

• how to use Midjourney to create brand images your customers will love (at a fraction of the price)

Drew very kindly walks us through LIVE examples of prompting frameworks you can steal to execute the same in your own business.

Make sure you check out the screenshare from the 40 minute mark!

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00:03:30 AI's Practical Magic

00:06:20 Harnessing AI for Marketing Efficiency

00:15:00 AI's Role in Content Creation

00:24:00 Crafting a Visual Narrative with AI

00:27:00 AI's Role in Brand Storytelling

00:30:00 Leveraging AI for Brand Consistency

00:33:00 AI-Generated Creatives: A New Era

00:39:00 Crafting Captivating AI-Generated Emails

00:42:00 Perfecting Your Marketing with AI Iterations

01:00:08 Crafting Detailed Prompts for Midjourney

01:03:20 Generating and Iterating on Image Variations

01:07:10 Communicating Realism in AI-Generated Imagery

01:09:30 Leveraging Permutations in Image Generation

01:13:48 Concluding Thoughts and Next Steps

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S05 E129 - The B2B Playbook

b2b #b2bmarketing #aimarketing

b2bsaas #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #brandmarketing #midjourney

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In this episode, we’re joined by Adam Holmgren, co-founder of Fibber and head of demand generation at Rillion. Together, we tackle the common myths surrounding demand generation, especially the idea that demand gen is simply lead gen in disguise. Spoiler: it’s not!

We discuss how demand generation plays an essential role in bridging the gap between brand and sales, offering sustainable B2B marketing practices that drive real results. From the misconceptions about “creating demand” to the role of personal branding, we explore it all.

Tune in and learn:

• The critical differences between demand gen and lead gen

• How to build brand awareness that’s sustainable and effective

• Why demand gen is the missing link between sales and marketing

This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.

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00:00:00 Introduction: Debunking Demand Gen Myths

00:03:00 Demand Gen vs. Lead Gen: Clearing Up Confusion

00:06:30 Building Brand with Demand Gen

00:09:50 The 5 Stages of Awareness Explained

00:13:10 Personal Branding in B2B Marketing

00:17:00 The Role of Signals in Demand Gen

00:20:30 Demand Gen as the Glue Between Sales and Marketing

00:23:40 Beyond Attribution: Marketing Without Limits

00:27:20 Capturing Existing Demand vs. Creating New Demand

00:30:00 Addressing Criticism: Is Demand Gen Bad Marketing?

00:32:30 Visualizing Marketing Touchpoints for Better Results

00:34:00 Data-Informed Decisions in Modern Marketing

00:36:50 Performance Marketing vs. Demand Gen Approaches

00:39:10 Adopting a Consultative Go-To-Market Strategy

00:41:40 Final Thoughts and Takeaways

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S06 E161 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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In this episode, we break down our live SEO experiment and show how we went from zero to ranking #1 on Google for a high-intent keyword – "demand generation course" – in just 67 days.

We're sharing the exact steps we took, from building a winning landing page to leveraging powerful backlinks. Special guest Sam Dunning, B2B SEO expert, walks us through the key elements that drove our success, offering actionable insights for marketers at all levels.

You'll discover how to optimize your SEO strategy for maximum revenue impact, how to outcompete big brands in search rankings, and why 'money keywords' are essential for driving high-quality traffic and leads.

Tune in and learn:

• How we ranked #1 in just 67 days for a competitive SEO keyword

• The exact process we used to build effective backlinks

• Why optimizing your landing page is critical for SEO success

This episode is a must-watch for any B2B marketer looking to level up their SEO game and drive more revenue for their business.

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00:00 Introduction: The SEO Experiment

04:05 Ranking #1 in Just 67 Days

07:50 Beating Competitors with SEO

11:43 Building a High-Impact Landing Page

15:35 Why Money Keywords Matter for Demand Gen

20:00 Boosting SEO with Backlinks

24:10 Leveraging Internal and External Links

29:13 Optimizing Your Content for Search Engines

32:37 Using Media to Enhance Your SEO Strategy

36:12 Maximizing SEO for Sales Enablement

39:13 Why Consistent SEO Effort is Key to Success

41:24 Future SEO Strategies: Scaling for Growth

43:07 Conclusion: Key Takeaways and Final Thoughts

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S06 E160 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo

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How We Ranked #1 for Our B2B Keywords

In this episode, we’re diving into a live SEO experiment to see how fast we can rank for our money keywords, and you’ll learn the exact steps we take to do it.

We’ve got SEO expert Sam Dunning on board to guide us through competitor analysis, keyword selection, and building an optimized page to rank on Google.

Tune in and learn:

• How to choose money keywords that convert

• On-page SEO techniques that drive results

• How to leverage backlinks and internal linking for faster rankings

This episode is a must-watch if you want to drive more traffic and leads to your business by ranking for the keywords that matter most!

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00:48 Sam Dunning’s SEO Strategy for Ranking Keywords

02:10 Case Study: Ranking “B2B SEO Agency” in 90 Days

05:18 Choosing Money Keywords: Demand Generation Course

07:39 Competitor Analysis: Cognism and CXL

10:40 Keyword Strategy: Course vs Program

12:30 Page Structure and On-Page SEO Basics

15:55 Crafting the Perfect Meta Title and Description

18:50 Creating a High-Converting Hero Section

22:12 Internal Linking: Boosting Crawlability and SEO

26:20 Leveraging Backlinks: Quick Wins for Authority

30:15 Using FAQs to Overcome Objections and Build Trust

34:10 Monitoring and Optimizing Over Time

37:45 Lessons Learned from Sam’s SEO Journey

41:12 Key Takeaways and Next Steps

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S06 E159 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo

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This week we go into why your demand generation program isn’t driving the results you need and what you can do to fix it.

We’ve spent years working with B2B marketing teams of all sizes, and there are 5 common reasons we keep seeing demand generation programs fall short. Whether you’re missing out on knowing your ICP, not leveraging subject matter experts, or failing to align with sales, we’re here to guide you through it step by step.

Tune in and learn:

• Why deeply understanding your ICP is critical to success

• How to build trust using subject matter experts in your content

• How to stay consistent and measure your results properly

This episode is a must-watch if you’re struggling to get the most out of your demand generation efforts. We’ll show you how to fix the top 5 issues and get your program back on track.

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00:00 Introduction: Why Demand Generation Fails

00:48 Overview of the 5 Bs Framework

01:45 Reason 1: Not Understanding Your ICP

04:30 The Importance of Qualitative Research

06:00 Reason 2: No Subject Matter Experts

08:50 Why Trust is Built on Expertise

10:45 Reason 3: Lack of Systems and Consistency

12:30 Building a Content Repurposing System

14:10 Demand Generation Takes Time

16:00 Reason 4: Poor Measurement of Success

18:30 Leading vs Lagging Indicators

19:45 Reason 5: Misalignment Between Sales and Marketing

21:30 Feedback Loops Between Sales and Marketing

23:00 Reason 6 (Bonus): Lack of Patience

24:40 Final Thoughts and Key Takeaways

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S06 E158 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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In this episode, George Coudounaris appears as a guest on the Denave podcast to share the secrets behind sustainable B2B growth. You'll learn how to move beyond lead generation and build demand that scales.

We cover everything from aligning sales and marketing teams to implementing Account-Based Marketing (ABM) effectively and using AI to repurpose content efficiently.

Tune in and learn:

• Why lead generation alone isn’t enough to grow your business

• How to implement the 5 B’s Framework for demand generation

• Common ABM mistakes and how to avoid them

This episode is a must-watch for B2B marketers looking to create sustainable, long-term growth while avoiding the common pitfalls that many teams fall into. Don’t miss out on the future of demand generation!

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00:00 Introduction to George and the B2B Playbook

03:00 The Great Divide: Misalignment Between Sales and Marketing

07:10 Overcoming Sales and Marketing Alignment Challenges

10:00 The 10-Step Guide to Sales and Marketing Alignment

13:00 Demand Generation vs. Lead Generation Explained

17:20 Why Short-Term Lead Generation Isn’t Enough

20:10 The Importance of Demand Creation for Long-Term Success

24:00 The 5 B’s Framework: Be Ready, Be Helpful, Be Seen

28:10 How to Optimize Your Demand Generation Efforts

31:00 The Rise of Account-Based Marketing (ABM)

34:00 Avoiding Common ABM Mistakes

38:10 Leveraging Technology in Demand Generation and ABM

42:00 How the B2B Playbook Uses Content to Drive Demand

45:00 Repurposing Content Efficiently with AI

50:00 The Future of Demand Generation and Marketing Trends

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S06 E157 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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In this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running agencies and helping companies build their own in-house demand generation teams – we’re here to give you the real answer.

We’ll discuss why many agencies can’t deliver on their promises and why it’s often better to build the foundation of your demand generation program in-house before turning to external help. We also cover what you need to have in place before hiring an agency and how to use one effectively when the time is right.

Tune in and learn:

• Why you should start demand generation in-house

• The importance of customer interviews and qualitative insights

• When an agency can amplify your efforts and how to pick the right one

This episode is a must-watch for any B2B marketer struggling with the decision to hire external help. Learn from our mistakes and set your business up for demand generation success.

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00:00 Introduction: Should You Outsource Demand Generation?

01:20 The 5 BEs Framework Explained

03:00 When Companies Typically Turn to Agencies

05:00 Early Mistakes: Why Agencies Often Fail

07:00 Why Demand Generation Should Start In-House

09:10 Key Insights Needed for Effective Demand Generation

11:10 The Importance of Customer Interviews

13:30 The Role of Qualitative Insights in Demand Generation

15:00 Aligning Sales and Marketing for Success

17:30 Common Pitfalls When Scaling Too Quickly

19:20 How to Achieve Message-Market Fit Internally

22:00 Building the 80/20 Analysis of Your Best Customers

24:30 When Is an Agency the Right Fit?

27:00 Using Agencies to Amplify Your Message

29:50 Key Takeaways: When and How to Use Agencies

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S06 E156 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

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In this episode, we’re going deep into the mindset that will set you up for success in demand generation. Too many marketers think there's a hidden secret to generating demand, but we’re here to debunk that myth.

We walk through our 5 Bs Framework to show you how to build a sustainable demand generation engine for your business. From understanding your target audience to creating a consistent message that resonates, we cover the steps you need to drive revenue for your B2B company.

Tune in and learn:

• How to effectively target your ideal customers

• The importance of consistency in your messaging

• Why feedback loops are critical for ongoing success

This episode is a must-watch for any B2B marketer looking to master demand generation and build a powerful, sustainable growth engine.

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00:00:00Introduction: Demand Generation Demystified

00:01:00Overview of the 5 Bs Framework

00:03:13The Demand Generation Mindset: Key Principles

00:04:10Importance of Target Audience Focus

00:06:00Niching Down: Why Less is More

00:08:01Building Trust and Relationships in B2B Marketing

00:10:30Consistency in Messaging: Awareness vs. Affinity

00:12:59Effective Content Strategy for Demand Generation

00:14:59The 3-5% Market Rule: Engaging the Right Audience

00:17:20Implementing a Consistent Delivery System

00:19:45The Importance of Systems and Frameworks

00:21:50Feedback Loops for Ongoing Improvement

00:24:00The Crawl, Walk, Run Approach Explained

00:26:50The Power of Content Repurposing

00:29:00Key Takeaways and Next Steps

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S06 E155 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

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Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market’.

In this eye-opening episode of The B2B Playbook, we dive deep into the world of B2B signals and triggers. We explore what they mean for marketers, sales teams, and leaders, and how to use them effectively in your strategy.

Tune in and learn:

• How to identify quality signals that actually indicate buying intent

• The power of customer interviews in uncovering true buying triggers

• Why tech platforms aren't the silver bullet for B2B signal success

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00:00Unveiling the Power of B2B Signals and Triggers

01:24The 5 B's Framework: Your Roadmap to B2B Success

02:34Decoding Modern B2B Triggers: From Job Changes to Website Visits

03:44Old School vs. New School: The Evolution of B2B Signals

05:20Common Pitfalls: Where Marketers Go Wrong with Signals

06:51The Art of Signal Interpretation: Quality Over Quantity

08:33Lessons from the Past: Traditional B2B Signal Gathering

09:50The Tech Trap: Why Platforms Aren't the Silver Bullet

11:05Case Study: When Signal Tracking Goes Overboard

12:50Nurture vs. Hard Sell: Striking the Right Balance

14:30The Customer Interview: Your Secret Weapon for Signal Discovery

16:30Uncovering Buying Triggers: Key Questions to Ask Your Customers

18:18Cataloging Your Market: A Step-by-Step Approach

19:50Putting It All Together: ICP, Triggers, and Cataloging

21:30Key Takeaways: Mastering B2B Signals and Triggers

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S06 E154 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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In this episode, we dive deep into Google's massive search documentation leak and explore what it means for your SEO and content strategy - and how it plays into your wider Demand Generation strategy.

With over 14,000 potential ranking factors exposed, this is a game-changer for anyone serious about digital marketing. We break down key insights from industry experts like Rand Fishkin and discuss how this leak could impact everything from content quality to brand relevance.

Tune in and learn:

• How to optimize your content based on Google's newly revealed ranking factors.

• The importance of brand building in your SEO strategy.

• Why user interaction and navigation boosts are now critical for ranking.

This episode is a must-watch for marketers looking to stay ahead.

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00:00 Introduction: What Google's Leak Means for SEO & Content Strategy

03:00 Overview of Google's Search Documentation Leak

05:00 Key Insights from Rand Fishkin's Analysis

07:30 Google's New Focus: User Interaction Scores Explained

10:00 The Importance of Content Quality and Link Scores

12:00 Relevance and Quality Boosts: How They Impact Ranking

14:30 Optimizing for Navigation Boosts: Why Your Website Layout Matters

17:00 Consistency in Content Publishing: Why It's Essential

20:00 The Growing Importance of Brand in Google's Ranking

22:30 Niche Strategies: Why Focusing on Smaller Markets Wins

25:00 The Long-Tail Advantage: Competing with Big Brands

27:30 Expert-Led Content: The Key to Winning in Google Search

29:00 Building Trust: A Long-Term Strategy for SEO Success

31:00 Summary and Key Takeaways

32:00 Closing Remarks and Call to Action

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S06 E153 - The B2B Playbook

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How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entire funnel.

Steffen shares invaluable insights from Dreamdata's own growth journey, discussing everything from early-stage marketing tactics on a budget to leveraging content collaboration and the rise of B2B influencers. We also delve into Dreamdata's unique approach to weekly live events and how they've become a cornerstone of their content strategy.

Tune in and learn:

• How to navigate and measure success in long B2B buying cycles

• Strategies for moving from bottom-funnel to full-funnel marketing

• The power of content collaboration and B2B influencer marketing

This episode is a must-watch for any B2B marketer looking to drive sustainable growth and prove their impact on revenue. Steffen's practical advice and real-world examples make this a goldmine of actionable insights for marketing teams of all sizes.

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00:00 The Key to Sustainable B2B Growth

03:09 Unveiling DreamData: B2B Customer Data Platform

06:12 Navigating Long B2B Buying Cycles

09:30 Building Trust with Future Buyers: DreamData's Strategy

13:40 From Bottom of Funnel to Full-Funnel Marketing

17:28 Early Stage Marketing Tactics on a Budget

21:15 The Dual Approach: Exploit and Experiment

24:50 DreamData's Weekly Live Events Strategy

28:00 The Power of Content Collaboration

29:40 The Rise of B2B Influencers and Creators

32:30 Measuring Mid and Upper Funnel Activities

34:40 Qualitative Proof: Capturing Customer Feedback

36:00 Closing Thoughts and LinkedIn Connection

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E152 - The B2B Playbook

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How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.

We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.

Tune in and learn:

• How to leverage partners and influencers to exponentially grow your webinar audience

• The 6-step registration process that captures crucial lead data and drives conversions

• Post-webinar strategies that turn no-shows into demo bookings and sales opportunities

This episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!

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00:00 The Game-Changing Webinar Strategy You've Been Missing

02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle

04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance

07:09 Leveraging Partners and Influencers for Massive Webinar Growth

11:37 The 6-Step Registration Process That Drives Results

16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars

21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion

26:29 Post-Webinar Strategies That Turn Attendees into Customers

31:30 The Power of Problem Awareness in Demand Capture

37:10 Automating Follow-Ups: Balancing Efficiency and Personalization

41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E151 - The B2B Playbook

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How can you reach more ideal B2B Customers? In this episode of The B2B Playbook, we dive deep into the game-changing concept of the Dream 100 strategy. We explain how this powerful technique can help you identify and reach your ideal B2B customers more effectively than ever before.

We discuss the origins of the Dream 100, how it fits into our 5 B's framework for demand generation, and provide practical examples of how we've implemented it in our own business. From working your way into key communities to strategic sponsorships, we cover it all.

Tune in and learn:

• What the Dream 100 really is (hint: it's not what you think!)

• How to build and prioritize your own Dream 100 list

• Strategies for working your way in vs. buying your way in

This episode is a must-watch for any B2B marketer looking to maximize their reach and connect with their ideal customers. Don't miss out on this game-changing strategy!

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00:00 Unlocking the Power of the Dream 100 Strategy

03:00 The 5 B's Framework: Your Roadmap to B2B Success

06:00 Decoding the Dream 100: What It Really Means

09:10 Building Your Dream 100 List: Online and Offline Tactics

12:40 Working Your Way In vs. Buying Your Way In: Strategies Revealed

16:30 The B2B Playbook's Journey: Our Dream 100 Experience

19:40 Collaborating with Influencers: Maximizing Your Reach

22:20 Prioritizing Your Dream 100 List: Smart Targeting Techniques

24:40 Sponsorships and Advertising: Making the Most of Your Budget

26:00 Overcoming Challenges: Implementing Dream 100 as a Non-Expert

28:40 Repurposing Content: Maximizing Your Subject Matter Experts' Time

29:40 Key Takeaways: Mastering the Dream 100 Strategy

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E150 - The B2B Playbook

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Are you overcomplicating Demand Generation? We've been in the B2B marketing game for a while now, and if there's one thing we've learned, it's that we marketers love to overcomplicate things. Demand generation is no exception.

But here's the truth: at its core, demand generation is about building relationships and solving real problems for your customers. It's not rocket science, but it does require a strategic approach.

Founder of The B2B Playbook George Coudounaris appears as a guest on The Marketing Woman Show to share the fundamentals of demand generation, cut through the jargon, and give you a actionable frameworks that you can start implementing today.

Tune in and learn:

• What Demand Generation Is (in simple terms)

• Our favourite Framework for creating your Demand Gen strategy

• Tips for getting started with Demand Gen

Whether you're a seasoned B2B marketer or just starting out, understanding demand generation is crucial for sustainable business growth. So, let's dive in and demystify this often misunderstood aspect of B2B marketing.

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00:00:00 Welcome & Introductions

00:00:44 What is Demand Generation?

00:03:18 Demand Capture vs. Demand Creation

00:05:50 The Pitfalls of Lead Generation

00:07:40 The Role of Content in Demand Generation

00:10:17 Effective Content Mapping Strategies

00:12:52 Storytelling: A Powerful Demand Gen Tool

00:14:55 Building Trust Through Customer Advocacy

00:17:34 The 5 BEs Framework Overview

00:20:00 Be Ready: Understanding Your Customer

00:22:50 Be Helpful: Creating Relevant Content

00:25:45 Be Seen: Effective Distribution Channels

00:27:50 The Role of AI in Content Repurposing

00:31:09 Advice for New Marketers

00:35:20 ABM vs. Demand Generation

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S06 E148 - The B2B Playbook

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You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level.

Otherwise you’re just constantly trying to fill a bucket with holes in it.

So many organisations don’t have a smooth onboarding process to ensure the customer sticks around. Even fewer know how to look for expansion opportunities to win more revenue from existing customers.

Today we’re showing you how to do exactly that.

Tune in and learn:

• How to setup customer success to reduce churn

• The checklist you need prior to going ‘live’, and what to include in your commercial deal pack

• How to look for opportunities for revenue expansion

This is the final part of our mini-series with 7x ex-head of sales, Adem Manderovic. We’re combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.

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00:00 Creating an End-to-End Business Growth Engine

02:28 Recap: Building Your Growth Framework

05:14 The Importance of Live Quoting Days

07:10 Ensuring Commercial Viability in Deals

09:00 Streamlining the Onboarding Process

11:10 Leveraging Customer Relationships for New Opportunities

13:00 The Power of Referrals in B2B Growth

14:30 Bringing Back Common Sense in Business Development

16:00 Solving Sales, Marketing, and Customer Success Misalignment

16:31 Accessing the Full Mini-Series and Additional Resources

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E148 - The B2B Playbook

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You've finally got your target customer to a meeting. It's taken even more touchpoints than research says it should. How do you make sure you don't screw it up?

How can you maximize your chances of winning their business?

And once you've won it, making sure it gets past legal, finance - and to make sure they stick around as a happy customer?

Today we're taking you through what you need to cover so you can nail your demo, live quoting day, or however else it is you're meeting with your target customer.

This is part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.

Today we are sharing step 3 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 3 is all about maximizing your chances of winning a deal.

Tune in and learn:

• Why mega deals are the gold standard for business growth

• Essential components for deal success, including market cataloging and objection handling

• How to adapt mega deal strategies for smaller contracts

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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00:00 Unlocking the Secrets of Mega Deals

02:10 Why Mega Deals are the Gold Standard

03:40 Essential Components for Deal Success

05:50 The Power of Live Quoting Days

07:20 Introducing Your A-Team to Clients

08:40 Aligning Expectations and Overcoming Objections

10:20 Navigating Legal and Credit Processes

11:50 The Commercial Pack: Sealing the Deal

13:20 Adapting Mega Deal Strategies for Smaller Contracts

14:40 Key Benefits of Partnership Alignment

15:30 The Importance of Customer Success Planning

16:10 Wrapping Up: Next Steps in the Framework

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E147 - The B2B Playbook

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If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won’t let them down, that you will deliver the outcomes expected, and that they won’t regret their decision for choosing your company.

Companies that are focussed on ‘selling the meeting’ don’t build trust. In an effort to look for the ‘needle in the haystack’ that’s willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months?

Doesn’t build a great deal of trust does it?

(We go deep into the problems with ‘selling the meeting’, the Predictable Revenue modelling and why it’s hurting your business in pt.1 of our mini-series).

But how do you build trust? Is it through content? Events? Ads?

We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine.

Today we are sharing step 2 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 2 is all about building relationships with your target customers and getting them to buy from you.

Tune in and learn:

• Why trust is essential to your revenue engine

• The 4 components to building trust

• How to accelerate the trust building process

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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00:00 Unveiling the Ultimate Business Growth Engine

02:00 The Power of Targeted Marketing: Setting Up for Success

04:40 Building Bridges of Trust: The 5 Stages of Awareness

08:10 Real-Life Example: How Content Drives Purchasing Decisions

11:30 Next-Level Content: Making Lives Better Beyond Your Product

14:00 The Secret Recipe for Overcoming Objections

17:10 Distribution Tactics: Getting Your Message to the Right People

20:20 One-to-One Interactions: The Art of Personalized Selling

23:40 Shortening Sales Cycles: The Power of Education

26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E146 - The B2B Playbook

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If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?

We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.

The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.

Tune in and learn:

• How to define your next best market

• How to reposition your business to make it a 'no brainer' for future customers

• How to prioritize your next targets by cataloguing the market

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine

01:28 Why Understanding Your Best Market is Crucial for Success

03:41 The Four-Step Process to Drive Better Commercial Outcomes

05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule

08:40 Step 2: Deep Dive into Customer Understanding

11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients

13:50 The Power of Direct Customer Interviews vs. Data Analysis

16:20 Step 3: Updating Your Positioning and Messaging

17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales

20:20 The Benefits of Building Relationships Through Market Research

22:08 Wrapping Up: The Foundation for a Successful Growth Engine

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E145 - The B2B Playbook

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Are you struggling to acquire new customers profitably? Do you have a bloated sales team that are trying to find the needle in the haystack? Are customers churning after being sold a dream you can't deliver on?

You may have been setup to fail with a sales-led model that just won't work for your business as you scale.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Tune in and learn:

• The end-to-end process for building a growth engine

• Why the predictable revenue model has set you up to fail

• Why marketing aren't able to do real marketing

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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00:00 Introducing the Mini-Series on Business Growth

01:10 Meet Adam Manderovic: 7x Head of Sales

02:10 The Gap in B2B Go-to-Market Strategies

03:40 Revolutionizing Sales Proposals with Animations

05:00 Aligning Marketing and Sales for Revenue Growth

06:40 What is a Business Growth Engine?

08:10 The Impact of Venture Capital on Marketing Metrics

09:50 The MQL Trap: Why Traditional Lead Gen Fails

11:30 Lost Marketing Fundamentals in B2B

13:10 The 5 Stages of Buyer Awareness

14:30 Targeting the 97%: Beyond Active Buyers

15:40 The Reality of Your Addressable Market

16:50 Why Only 0.6% of Your Market is Accessible

17:50 The Loss of Key Business Development Skills

18:40 Bringing Back Commercial Acumen to Marketing and Sales

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S06 E144 - The B2B Playbook

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We’ve shared our 5 BEs Demand Generation Framework with you in over 140 episodes of The B2B Playbook. That’s our ‘free, easy’ way for marketers to get started learning about what a Demand Generation program should really look like.

But working out exactly how to implement a Demand Generation engine in your business is going to take time and considerable effort – often outside of your regular working hours.

Even if you set out with the best intentions, Demand Generation programs are often interrupted by day-to-day requests and activities and get pushed down the priority list. But the truth is – until you have a Demand Generation program running for your business, your marketing will forever be reactive. You will never get off that hamster wheel. And you’ll never consistently contribute to pipeline.

That’s why Kevin and I created our Demand Generation Course – The B2B Incubator. In this program, we give you the strategy, templates and tools to build your own Demand Generation engine in 12 weeks. The feedback has been amazing, and we’re so proud of the results our marketers are driving from the program (but more on that later).

Today we’re going to share more about our Demand Gen Course, The B2B Incubator to help you decide if it’s right for you or not.

Tune in and learn:

• The end-to-end process for building a demand generation engine

• Why B2B Marketing Managers, CMOs, Consultants and Demand Generation specialists love our program

• Why you should document your demand generation engine in-house

If you're keen to learn more about demand generation and want the strategy, templates and tools to do it - watch this episode to see if our course is right for you.

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00:00 Unlock Your Demand Gen Engine in Just 12 Weeks

03:00 The 5 B's Framework: Your Secret Weapon for B2B Success

06:00 Why Most B2B Marketers Struggle (And How to Fix It)

10:00 Inside the B2B Incubator: Your Roadmap to Revenue Growth

14:00 From Reactive to Proactive: Transforming Your Marketing Approach

18:00 The 3-Part Strategy to Dominate Your Market

22:00 Crafting Content That Converts: Our Proven Formula

26:00 Measuring Success: The Metrics That Really Matter

30:00 Scaling Your Demand Gen Engine: Paid Media and ABM Tactics

34:00 Real Results: What Marketers Say About the B2B Incubator

37:00 Why In-House Demand Gen Trumps Outsourcing

40:00 Your Next Steps: How to Join the B2B Incubator

👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

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So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S06 E143 - The B2B Playbook

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We sat down with Alan Hale, president of Consight Marketing Group, to discuss the importance of voice of the customer (VOC) research for B2B companies. Alan is a true expert in the field, and he shared his insights on why customer obsession should be the North star for any business.

According to Bain & Company, only 21% of B2B companies identify and act on customer insights. That's a shockingly low number, and it's one of the main reasons why so many businesses fail to succeed in the marketplace. VOC research allows you to make better business decisions, minimize the risk of failure, and differentiate yourself from the competition.

Alan breaks down the right way to conduct VOC research, emphasizing the importance of taking an outside-in approach and truly understanding your customers' needs, pain points, and expectations. He also highlights the limitations of relying solely on surveys and why qualitative research is crucial for gaining deeper insights.

Tune in and learn:

• The 80/20 rule: Why you should focus on your best customers

+The 10-30-90 rule: Continuous customer touchpoints for success

• Practical examples of how VOC research has helped businesses thrive

Whether you're a marketer, business owner, or anyone interested in understanding your customers better, this episode is a must-watch. Alan's wealth of knowledge and real-world examples will open your eyes to the power of customer obsession and the potential pitfalls of marketing malpractice.

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00:00:00 Marketing Malpractice: The Shocking Truth About B2B Companies

00:05:10 The Importance of Voice of the Customer (VOC) Research

00:10:20 Taking an Outside-In Approach: Putting Customers First

00:15:30 The Right Way to Do Voice of the Customer Research

00:20:40 Why Surveys Alone Aren't Enough for VOC Research

00:25:50 The 80/20 Rule: Focus on Your Best Customers

00:31:00 A Practical Example: Helping a Company Enter the U.S. Market

00:36:10 The Power of Customer Obsession: Closing the Loop

00:41:20 Overcoming Objections: Why VOC Research Is Worth It

00:46:30 The Importance of Getting Buy-In from Customers

00:51:40 The 10-30-90 Rule: Continuous Customer Touchpoints

00:56:50 A Red Flag Example: Saving a Major Account

01:02:00 Key Takeaways: Customer Obsession Is the Path to Success

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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🔹 strategy

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So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E142 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #voiceofthecustomer #voc #customerresearch

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When sales and marketing play on the same team, an organization is able to acquire new customers far more efficiently. But the two are so often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

To help you out, we've teamed with with Steve Armenti (VP Revenue Marketing and ex-Google) to discuss how the two roles can become more aligned, and start work as one revenue team.

We put together a Sales and Marketing Workbook that you can grab for free here:

It has 45 questions that you can work through with sales to make sure you're as aligned as possible. We've had amazing feedback from teams that used this workbook, so make sure you check it out!

In addition to Sales and Marketing alignment, Steve shares his expert strategies for driving revenue through effective demand generation, and his innovative use of AI.

This is pt.13 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• Strategies for overcoming roadblocks to sales and marketing alignment

• How to measure marketing's impact with demand gen

• Tactics for scaling personalized, high-touch ABM campaigns

This episode is a must-watch for B2B marketers seeking to stay ahead of the curve and drive revenue growth through innovative demand generation strategies. With Steve's expertise and real-world examples from Google, you'll gain a competitive edge in the ever-evolving world of B2B marketing.

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00:00:00 Intro: Insights on Demand Generation

00:01:02 Steve Armenti: Google's Demand Gen Guru

00:02:55 Defining Demand Generation

00:05:10 Measuring Marketing's Impact: Revenue Marketing

00:08:00 The Importance of Sales & Marketing Alignment

00:12:20 Overcoming Roadblocks to Alignment

00:17:00 The 10-Step Sales & Marketing Alignment Workbook

00:21:10 Generative AI for ICP Research & Segmentation

00:27:00 High-Touch Account-Based Marketing (ABM)

00:32:30 The Art of Personalization in ABM

00:36:10 Leveraging AI for Account Targeting

00:40:30 Scaling Personalized ABM Campaigns

00:44:20 The Future of Demand Generation & ABM

00:48:00 Key Takeaways & Closing Thoughts

00:51:10 Outro: Subscribe & Follow for More

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E141 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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Sales and Marketing alignment is the holy grail for an organization. When the two work together, the business benefits enormously by having a much more efficient method of acquiring new customers.

But the reality of most organisations is the two teams are often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

Today we're going to share (in our experience) a framework for how the two roles can become more aligned, and start work as one revenue team. We'll start by diving into some misconceptions as to how sales and marketing should work together. We'll then provide our framework and advice on how the two can collaborate better. Finally, we'll give you the metrics sales and marketing should share, and finish with some practical tips on how marketing can keep a closer working relationship with sales.

To illustrate these concepts, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.12 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• Where Sales and Marketing teams go wrong working together

• How to define the roles of sales and marketing

• Shared reporting for the two teams and a meeting agenda

This episode is a must-watch for any B2B marketer looking to level up their demand generation efforts and work closer with sales.

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00:00 The Ultimate Guide to Sales & Marketing Alignment

03:32 Busting Myths: What Sales & Marketing Really Do

06:52 Why Marketing Isn't Just the 'Make It Pretty' Department

09:13 Aligning Goals: The Foundation of Success

11:10 Targeting Together: One Team, One Dream

13:11 Defining Roles: Who Does What in B2B

15:30 Closing the Loop: Real-World Insights Matter

17:30 Shared Metrics: The Key to Unity

20:40 Sales Enablement: Making Content That Converts

22:22 FAQs: Your Secret Weapon for Alignment

23:20 Weekly Meetings: Short, Sharp, and Productive

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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🔹 strategy

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So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E140 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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What tools should you have as part of your Demand Generation Tech Stack? This week, we share our favourite tools that we use and that most B2B marketers should consider having in their arsenal.

You'll see what we use for our own personal B2B tech stack, including tools we use for content creation, LinkedIn automation, website tracking, and more. They also provide recommendations for CRMs, marketing automation platforms, and outbound marketing solutions.

We also go into how we leverage these tools too to give you an idea as to how we use them.

To illustrate these tools in action, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.11 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• The five stages of awareness and the tools needed for each stage

• Time-saving tools for content creation and repurposing

• Essential reporting and analytics tools for actionable insights

This episode is a must-watch for any B2B marketer looking to level up their demand generation efforts.

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00:00 Introduction and Overview

02:37 The Five Stages of Awareness

05:13 Generating Demand with Dripify

10:40 Content Creation Tools

14:40 Prospect Identification and Nurturing

19:57 CRM and Marketing Automation

22:48 Content Management System

24:07 Outbound Marketing Tools

26:16 Reporting and Analytics

29:00 Website Interaction Tracking

30:48 Google Tag Manager

31:30 Key Takeaways and Conclusion

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Check out: https://theb2bplaybook.com/the-b2b-incubator

S06 E139 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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No more not knowing who’s coming to your website, convert more leads and get a free trial at Leadfeeder.com

Get your free Leadfeeder extended premium trial here ➡️ https://bit.ly/3UCaYOX

How should you measure the success of your Demand Generation programs? What KPIs should you use?

This week, we walk you through our proven 3-tiered framework for measuring the success of your demand generation programs at every stage. We give you a detailed breakdown of the quantitative and qualitative metrics you should be tracking, from initial awareness and reach to pipeline creation and ultimately revenue contribution.

To illustrate the measurement framework in action, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.10 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• The three tiers of demand generation reporting and what to measure at each stage

• How to track quantitative and qualitative data for a holistic view of your demand gen efforts

• Strategies for aligning marketing and sales teams through shared reporting and metrics

This episode is a must-watch for B2B demand gen marketers looking to optimise their demand programs, justify their marketing spend, and position themselves as a revenue-driving force in their organisation.

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00:00 Introduction and Overview

00:13 The 5B's Framework for Demand Generation

01:43 Measuring Success: Tier 3 Reporting

04:21 Tier 3: Quantitative Data

09:56 Tier 3: Qualitative Data

10:04 Tier 2: Measuring Hero Pipeline

12:11 Tier 2: Qualitative Data and Hybrid Attribution

15:56 Tier 1: Marketing's KPIs

19:48 Website Source Pipeline and Revenue

21:26 Customer Acquisition Costs (CAC)

22:48 Pipeline Velocity

24:00 Summary of the Three Tiers

25:27 Call to Action and Outro

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S06 E138 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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No more not knowing who’s coming to your website, convert more leads and get a free trial at Leadfeeder.com

Get your free Leadfeeder extended premium trial here ➡️ https://bit.ly/3UCaYOX

How much budget should you allocate to Creating Demand versus Capturing Demand? In other words, should you be spending more getting in front and building trust with future buyers, versus going after those 'in-market' now.

We're back with another episode of The B2B Playbook, where we're sharing our framework for how to allocate your budget to demand creation and demand capture. It's a simple approach that accounts for your (a) company's maturity and (b) your positioning in the market.

We start by exploring the differences between Demand Creation and Demand Capture, and then examine how to allocate your budget based on your company's maturity and positioning.

To illustrate the framework in action, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.9 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to determine the right budget split for your business

• Why early-stage companies should focus on demand capture

• Budgeting strategies for larger companies to create future demand

This episode is a must-watch for marketers looking to create a holistic demand generation program that meets the needs of today and future demands of tomorrow.

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00:00 Introduction: Balancing Demand Creation vs. Demand Capture

01:24 Recap: The Five B’s Framework

03:03 The Best Time to Invest in Demand Creation

04:04 Definition of Demand Generation

06:13 Demand Capture Stages of Awareness

08:13 Example: CRMs for Real Estate Agents

10:00 Transitioning to Demand Creation

11:00 Impact of Company Maturity on Budget Allocation

13:30 Stress of Focusing Only on Demand Capture

15:04 Category Positioning and Budget Allocation

17:13 Big Fish, Small Pond Positioning

19:00 Transitioning to Demand Generation

21:00 Head-to-Head Market Positioning

23:13 Creating a New Market Category

25:28 Final Thoughts and Resources

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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Check out: https://theb2bplaybook.com/the-b2b-incubator

S06 E137 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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Want a demand gen content framework that builds trust and pipeline from your future customers?

How can you then get it in front of your target audience?

How does this help build pipeline?

We're back with another episode of The B2B Playbook, where we're discussing the role of content in demand generation. In this episode, we'll clarify the confusion around content's role in driving demand and share a proven framework for creating content that maps to the buyer's journey.

We start by defining demand generation and explaining our five B's framework, a step-by-step approach to building intense desire in your dream customers to purchase from you. We then dive into our favourite framework for content creation: the five stages of awareness. This framework aligns your content with the different stages of the buying journey, ensuring you're speaking to your customers' needs at every step.

To illustrate the framework in action, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.8 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to create content that makes your dream customers' lives better, even before they become customers

• The different channels for distributing your content (one to many, one to few, one to one)

• The benefits of content in demand generation, including building trust and developing relationships with your target customers

+Our process for repurposing content to fuel your entire content engine

This episode is a must-watch for any B2B marketer looking to drive more revenue for their business through effective content marketing and demand generation strategies. We share practical tips, frameworks, and real-life examples to help you create content that resonates with your dream customers and moves them through the buying journey.

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00:00 Intro: What Role Does Content Play in Demand Generation?

03:02 Defining Demand Generation and the Five B's Framework

07:08 The Five Stages of Awareness: A Framework for Content Creation

12:12 A Real-Life Example: Purchasing Cybersecurity

20:17 Creating Content That Makes Your Dream Customers' Lives Better

24:41 Distributing Content: One to Many, One to Few, One to One

29:50 Benefits of Content in Demand Generation

33:38 Repurposing Content to Fuel Your Content Engine

36:00 Key Takeaways and Call to Action

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/the-b2b-incubator

S06 E136 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

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In this episode, we're sharing our proven 5 BEs framework for demand generation. This simple yet powerful framework has helped B2B marketers like you go from being in service of sales to consistently contributing up to 80% of pipeline.

We'll take you through each of the five stages: Be Ready, Be Helpful, Be Seen, Be Better, and Be the Best. You'll learn how to deeply understand your dream customers, create expert content that builds trust, amplify your content to reach the right audiences, optimize your processes, and implement advanced tactics.

This is pt.7 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to use our 5 BEs Framework to implement Demand Generation

• A breakdown of each key step in the framework

• Our shortcut to building and executing this Demand Gen strategy

This episode is a must-watch for any B2B marketer looking to drive more revenue for their business. By implementing the 5 BEs framework, you'll align with sales, contribute to pipeline, and position yourself as a trusted advisor in your industry.

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00:00 - Welcome to the B2B Playbook

02:00 - Introducing the 5 BEs Framework

05:30 - Why the 5 BEs Framework Works

10:30 - Be Ready: Understanding Your Dream Customers

15:20 - The 80/20 Rule for Customer Segmentation

20:00 - Be Helpful: Creating Expert Content

25:40 - Mapping Content to the Buyer's Journey

30:30 - Repurposing and Distributing Helpful Content

35:00 - Be Seen: Amplifying Your Content

40:20 - Using Paid Ads to Reach Your Dream Customers

45:10 - Account-Based Marketing Strategies

50:00 - Be Better and Be the Best: Optimization and Advanced Tactics

54:40 - Using the 5 BEs Framework as a Flywheel

58:20 - The B2B Incubator Program

01:02:00 - Final Thoughts and Outro

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S06 E135 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration

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Want to make the change from lead generation to demand generation?

Making the shift from lead generation to demand generation can be a game-changer for B2B marketers looking to drive sustainable, scalable growth. But knowing how to execute that transition smoothly is key. In this episode, we lay out our proven 5-step framework for successfully implementing a demand gen strategy without disrupting your existing marketing efforts.

We cover the importance of making a strong business case, cutting a portion of your budget for a pilot program, creating a detailed demand gen plan, assigning tasks and accountability, and measuring and scaling your success.

You'll learn how to allocate a portion of your current budget to pilot a demand gen program, develop a comprehensive strategy tailored to your business, assign clear roles and accountability, and measure success so you can double down on what's working. We also share tips for getting buy-in from sales and leadership.

This is pt.6 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to make a compelling business case for demand generation

• Step-by-step guidance on transitioning to a demand gen strategy

• Best practices for executing a successful demand gen pilot program

Whether you're just starting to explore demand gen or looking to level up your existing programs, this episode breaks down exactly how to transition the right way. Follow our step-by-step guidance and you'll be on the path to a scalable demand engine that drives more qualified ops and top-line revenue.

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00:00:00 5 Steps to Transition from Lead Generation to Demand Generation

00:01:19 Step 1: Making the Business Case for Demand Generation

00:04:14 Recapping the Business Case

00:06:26 Calculating Return on Investment

00:09:19 Step 2: Cutting 10% of Budget for a Pilot Program

00:12:11 Auditing Existing Activities

00:14:42 Focusing on One Product and Segment

00:16:18 Step 3: Creating the Demand Gen Plan

00:19:09 Executing the Demand Gen Pilot Program

00:21:46 Using a Gantt Chart for Task Planning

00:23:40 Step 4: Assigning Tasks and Accountability

00:25:32 Step 5: Measuring and Scaling Success

00:27:52 Key Takeaways and Next Steps

00:29:54 Closing Remarks

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S06 E134 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration

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Are you struggling to generate consistent demand and pipeline for your B2B business? In this episode of The B2B Playbook, we dive deep into 10 critical questions that will help you determine whether you need to start your demand generation strategy from scratch or simply plug the gaps in your existing approach.

You'll love our comprehensive framework to audit and optimize your demand generation efforts. It covers key areas such as customer alignment, content creation, measurement, and documentation. They offer practical insights and actionable steps to help you build a robust demand generation engine that drives consistent pipeline and revenue.

Throughout the episode, we share real-world examples and best practices, highlighting the importance of understanding your dream customers, leveraging subject matter experts, mapping content to the stages of awareness, and implementing effective content repurposing and distribution strategies. We also address advanced tactics like account-based marketing and product ads, ensuring you have a well-rounded approach to demand generation.

This is pt.5 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to assess if your demand generation strategy is built on a solid foundation

• The essential elements of a successful demand generation program

• Practical tips for optimizing your existing efforts and filling gaps

This episode is a must-watch for B2B marketers who want to maximize their demand generation impact and drive consistent growth for their business.

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00:00:00 Introduction: Should You Start From Scratch or Plug Gaps?

00:01:21 Overview of the Five B's Framework

00:02:37 Question 1: Are You and Sales Aligned on Target Customers?

00:05:58 Question 2: Is Your Understanding Based on Customer Interviews?

00:09:21 Question 3: Are Content Pillars Based on Customer Pain Points?

00:11:45 Question 4: Is Your Content Led by Subject Matter Experts?

00:15:32 Question 5: Is Your Content Matched to Stages of Awareness?

00:18:34 Question 6: Do You Have a Content Repurposing System?

00:21:30 Question 7: Are You Tracking Leading and Lagging Indicators?

00:23:29 Question 8: Have You Tried Account-Based Marketing?

00:25:00 Question 9: Do You Have Product Ads Running?

00:26:29 Question 10: Is Your Demand Gen Strategy Documented?

00:28:17 Get Help with the B2B Incubator Program

00:29:24 Key Takeaways and Next Steps

00:30:31 Closing Remarks

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S06 E133 - The B2B Playbook

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How do you get buy-in from your organization to pursue Demand Generation as a strategy?

We show you EXACTLY how, step-by-step.

(Plus we share some free templates to help you put together the presentation you need to!)

We cover everything from evaluating the effectiveness of your current lead generation efforts to calculating the true ROI of your marketing activities, including often-overlooked costs like sales time. Additionally, we introduce the concept of a "split the funnel" analysis to identify high-intent leads and demonstrate the significant impact demand generation can have on your pipeline and revenue.}

We share clear examples, real-world scenarios, and walk you through the process of presenting a data-driven business case to leadership, highlighting the limitations of traditional lead generation and the scalable growth potential of demand generation.

This is pt.4 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• How to assess the profitability of your current marketing efforts

• The importance of including sales costs in your ROI calculations

• Techniques for identifying high-intent vs. low-intent leads

• Strategies for gradually shifting towards a demand generation model

• Tips for building a convincing business case for demand generation

This episode is a must-watch for any B2B marketer looking to drive sustainable growth, improve sales enablement, and gain leadership buy-in for a demand generation strategy.

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00:03:18 Defining Demand Generation

00:05:15 The 97% Market Opportunity

00:06:15 Evaluate Current Strategy

00:07:24 Calculating Cost per Lead

00:09:52 Including Sales Cost in ROI

00:11:46 Calculating Revenue from Leads

00:14:02 The Importance of True ROI

00:15:22 Split the Funnel Analysis

00:19:01 Mapping High vs Low Intent Leads

00:21:58 Proposing Demand Generation

00:24:23 Building the Business Case

00:27:00 Gradual Shift to Demand Gen

00:29:11 Key Takeaways

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

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S06 E132 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy

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Are you wondering if demand generation is the right fit for your company? We bring out the whiteboard again in this video to explore which companies are suited for demand gen. We'll take into account different go-to-market strategies, industries, and business models.

We examine real-life success stories, from traditional manufacturing to cutting-edge SaaS businesses, demonstrating the power of demand gen across various industries.

Whether you're a sales-led organization struggling to connect with the right prospects or a marketing team seeking better alignment with sales, this video will provide you with valuable insights and a practical framework to drive sustainable growth for your business.

This is part.3 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• Why your go-to-market motion doesn't matter for demand gen success

• How demand generation can impact companies in any industry

• The right time and prioritization for implementing a demand gen strategy

If you're a B2B marketer or a leader exploring whether now is the right time to start investing in demand generation, this episode is for you.

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00:00:00 Intro: What Companies are Suited for Demand Gen?

00:01:02 Defining Demand Generation

00:02:56 Does Go-to-Market Motion Matter?

00:05:20 Demand Gen for Inbound and Outbound Strategies

00:07:13 Demand Gen for Other Go-to-Market Motions

00:09:06 Demand Gen for Outbound Sales Teams

00:10:38 Why Industry Doesn't Matter

00:13:22 Demand Gen Complements All Go-to-Market Strategies

00:14:23 A Real-Life Demand Gen Success Story

00:17:18 Demand Gen Impacts All Industries

00:18:36 The Right Time and Prioritization for Demand Gen

00:19:27 Key Takeaways

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S06 E131 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy

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When is the right time to invest in Demand Generation? Are you struggling to scale your B2B business? Tired of feeling like you're searching for a needle in a haystack when it comes to finding new customers? If so, it might be time to explore demand generation.

What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight.

This episode is sponsored by Sessions.us

Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

In this episode of The B2B Playbook, we break down when is the right time for your B2B company to start a demand generation strategy. We share the brutal truth about why most businesses struggle to scale without demand gen and reveal the key prerequisite your company needs before launching a program.

This is part.2 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• The critical prerequisite your B2B company needs before starting demand generation

• 3 signs that signal your business is ready for a demand gen program

• How to launch a successful demand generation pilot project

You'll discover the tell-tale signs that indicate your business is ready for demand generation, including the ideal company size, team structure, and level of product-market fit. We also provide practical tips on how to start small with a pilot project, support your existing acquisition channels, and document your demand gen strategy for long-term success.}

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00:00 Intro: When to Start Demand Generation?

02:14 Recapping the 5 Bs Framework

04:37 The Importance of Demand Generation

06:33 Prerequisite: Product Market Fit

09:22 Signs Your Business is Ready for Demand Gen

11:52 Starting Small with a Pilot Project

14:02 Supporting Existing Acquisition Channels

15:42 Documenting Your Demand Gen Strategy

17:07 Key Takeaways: When to Start Demand Gen

18:40 Outro and Call-to-Action

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S06 E130 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy

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What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight.

Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

This is part.1 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

• what demand generation is

• why your business needs it and its benefits

• the difference between lead gen vs demand gen

We'll also share our favourite framework to simplify demand generation. This is a 'must listen' for any B2B marketer that's looking for sustainable growth engines to fuel their business.

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00:04:30 What Is Demand Generation?

00:11:35 The Core Components of Demand Gen

00:13:03 The Five Stages of Awareness

00:18:47 The Importance of Being First-Mind

00:21:49 Crafting a Healthy Demand Gen Engine

00:28:35 The Challenge of Attribution in Demand Gen

00:31:47 Demand Gen vs. Brand Marketing

00:33:03 Lead Gen: The Good, Bad, and Ugly

00:39:22 The Limitations of Lead Gen

00:40:58 The Strategic Advantage of Early Demand Gen

00:42:09 Framework for Demand Creation

00:43:57 Closing Thoughts & What's Next

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S06 E129 - The B2B Playbook

b2b #b2bmarketing #demandgeneration #demandgen

b2bsaas #revenuemarketing #MarketingStrategy

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Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

This week we have one of LinkedIn's very own marketers - Lucy Sonter - on the show to walk us through how the beast itself pulls together its own B2B go-to-market strategy.

Lucy shares stories and examples from successful product launches at LinkedIn. In her former life, Lucy also worked in Sales, so she's able to weigh in on how sales and marketing can work better together.

Tune in and learn:

• how to leverages sales insights to enrich your marketing strategies

• how LinkedIn changed everyone's mind about using their 'audience network'

• what customer insights you need and how to gather them

Just like many of our listeners and viewers, Lucy's team is resource and time strapped - so she faces many of the same problems that you do.

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00:00:00 - Welcome & Introduction

00:06:00 - The Journey from Sales to Marketing

00:12:00 - Customer Insights: The Foundation of Strategy

00:18:00 - Participating in Customer Advisory Boards

00:24:00 - Hindi Ads Case Study: Overcoming Language Barriers

00:30:00 - LinkedIn Audience Network: A Global Perspective

00:36:00 - Sales and Marketing Alignment: A Personal Take

00:42:00 - Enhancing APAC Strategies with Local Insights

00:48:00 - Wrap-Up: The Importance of Measurement

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S05 E128 - The B2B Playbook

b2b #b2bmarketing #demandgen

b2bsaas #demandgeneration #marketingstrategy #linkedin

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Thinking of starting a B2B podcast for your company or personal brand? Or running one but you it's not achieving the goals you wanted it to?

With 130+ episodes in the bank and over $1million+ in pipeline generated from their podcast, hosts of The B2B Playbook Kevin Chen and George Coudounaris share all the things they wish they knew before getting started.

Because let's face it, it wasn't all sunshine and rainbows!

Many of these questions have been sourced directly from the audience - so it's likely your question has been covered!

Tune in and learn:

• 5 essential steps to launch your podcast

• how to make your audience fall in love with it

• the process and equipment you need to run the whole show smoothly

This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

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00:00 Kickoff: Why Your B2B Company Needs a Podcast

05:45 First Steps: Planning Your Podcast Strategy

11:30 Content Creation: Engaging Your Audience

17:15 Tech Talk: Essential Gear for Starting

22:50 Promotion Tactics: Increasing Your Reach

28:25 Guest Selection: Booking Impactful Voices

34:00 Analytics Deep Dive: Measuring Success

39:35 Monetization Strategies: Making Profit

45:10 Listener Engagement: Building a Community

50:45 SEO for Podcasts: Boosting Visibility

56:20 Future Trends: Staying Ahead in Podcasting

61:55 Case Studies: Real Success Stories

67:30 Challenges & Solutions: Overcoming Obstacles

73:05 Final Thoughts: Your Next Steps

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S05 E127 - The B2B Playbook

b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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This week we have B2B SEO strategy and execution expert Sam Dunning on the show to walk us through how B2B marketers can use SEO to capture more demand and drive pipeline while they sleep.

Sam shares his no nonsense strategies and frameworks that transform SEO from a mere traffic generator to a robust lead and revenue-driving machine. Learn about common pitfalls, advanced tactics, and the essential components of a successful SEO strategy tailored for the B2B landscape.

Tune in and learn:

• the biggest mistakes you're probably making when it comes to B2B SEO

• frameworks you need to use to make your audience AND Google love your content

• how to drive qualified pipeline with SEO while you sleep

We love how simple and actionable Sam's frameworks are. They fit so nicely into our own 5 BEs Framework for demand generation. If you listen to this episode, you will be able to start executing his strategy straight away.

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00:04:00 The Biggest SEO Mistakes in B2B

00:08:00 Key Strategies for Effective B2B SEO

00:12:00 Utilizing Content for SEO Success

00:16:00 SEO Myths Debunked

00:20:00 Building a Strong SEO Foundation

00:24:00 The Role of Backlinks in B2B SEO

00:28:00 On-page SEO Techniques

00:32:00 SEO Tools and Resources

00:36:00 Measuring SEO Impact

00:40:00 Future Trends in B2B SEO

00:44:00 Integrating SEO with Other Channels

00:48:00 SEO Success Stories

00:52:00 Q&A with SEO Expert

00:56:00 Closing Remarks and Takeaways

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S05 E126 - The B2B Playbook

b2b #b2bmarketing #b2bseo #demandcapture #demandgen

b2bsaas #demandgeneration #marketingstrategy

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How can B2B SaaS companies drive long term revenue with Demand Generation? What gaps do most have in their strategy? How can they execute this strategy with so few resources?

This week George Coudounaris sits down with Factors.ai to share The B2B Playbook's Demand Generation Framework - The 5 BEs Framework.

He also answers questions from the audience on practically applying this framework, as well as any tips in executing it.

Tune in and learn:

• the 5 BEs Framework for demand generation

• how to build a content engine that delivers revenue and is highly resource efficient

• how to start implementing this framework in your business

This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

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00:30 George's Introduction & B2B Playbook Overview

03:00 Fundamentals of Demand Generation

06:00 Learning from Performance Marketing

09:00 The 5 BEs Framework Explained

12:00 Be Ready: Understanding Your Audience

15:00 Be Helpful: Creating Valuable Content

18:00 Be Seen: Amplifying Your Message

21:00 Be Better: Optimizing Your Approach

24:00 Be the Best: Advanced Tactics

27:00 Generating Demand for B2B Incubator

30:00 Effective Content Marketing Strategies

36:00 Enhancing LinkedIn Ads for Demand Gen

39:00 Conclusion & Final Thoughts

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S05 E125 - The B2B Playbook

b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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This week we sit down with B2B Social Media Marketing expert Meryoli Arias to share how she helped Apollo.io's social media grow 400% in 9 months.

She details the strategies she used to drive this rapid growth, and has set the foundations in place for a brand that continues to grow because people know, like and trust it.

Tune in and learn:

• the importance of 'listening' and amplifying the voices of your audience

• the '3 circles' you need to communicate with on social media to build a strong brand

• how to get your colleagues to post more on LinkedIn (employee advocacy!)

This episode is a must-watch for marketers who want to build trust with the Dream Customers on social media.

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00:00 Intro: The Three Circles of Social Media

02:00 Apollo's Explosive Social Media Growth

04:20 Crafting Apollo's Social Media Strategy

06:50 Driving Apollo's Community Engagement

09:10 Harnessing Organic Conversations for Growth

11:30 Building Apollo's Brand Narrative

14:00 Leveraging Employee Advocacy for Organic Reach

16:20 Empowering Employees: The Power of Personal Brand

18:40 Maximizing LinkedIn for Brand Amplification

21:00 The Strategy Behind Apollo's Social Success

23:20 Keeping Social Media Management Agile and Organic

25:40 The Impact of Social Media Authenticity

28:00 Partner Takeovers: A Strategy for Expanded Reach

30:20 The Future: Innovating Apollo's Social Media

32:40 Conclusion: The Power of Community in Social Media

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S05 E124 - The B2B Playbook

b2b #b2bmarketing #socialmediamarketing #socialmediamanager #contentstrategy #demandgeneration

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Demand Generation Marketing is one of the most important go-to-market strategies that a business must execute if it wants to scale profitably. But it can be so confusing and seems so hard to define.

The good news?

We have a framework for Demand Generation marketing that has been rigorously tested, and led many B2B marketers to go from being 'order takers' from sales, to being the major contributors to pipeline.

In this episode, we take you through our proven 5 BEs Framework for Demand Generation, so any marketer can put in place a long term revenue engine in their business. For you that means: a better relationship with sales, leads that turn into revenue, and a business that can scale profitably.

We've detailed our 5 BEs Framework for demand generation throughout The B2B Playbook, covering each of the 5 BEs in a season:

Season 1 - BE Ready - Deeply understand your customers

Season 2 - BE Helpful - Build relationships with your best customers

Season 3 - BE Seen - Amplify and accelerate demand with paid media and ABM

Season 4 - BE Better - Optimise your workflow

Season 5 - BE The Best - Advanced tactics

In this episode, we give you an overview of our 5 BEs Framework for Demand Generation so you can start creating your own demand engine, or plugging the gaps in your existing one.

Tune in and learn:

• why demand generation is more important now than ever

• the 5 BEs Framework that you can implement in your business

• success stories from marketers like you that are now driving revenue

Whether you're new to demand generation or looking to enhance your existing strategies, this episode provides the knowledge and tools you need to make a significant impact on your B2B marketing efforts.

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00:00 Introduction: Unveiling the 5 BEs Framework for Demand Gen

03:10 Deep Dive: Why the 5 BEs Matter

06:50 Solving B2B Challenges: Insights & Solutions

10:20 Tackling Misalignment and Lead Quality

13:30 Embracing Dark Social for Community Building

17:00 The 5 BEs Explained: A Comprehensive Overview

20:40 Target Audience: Who Benefits the Most?

24:00 The Power of In-House Marketing

27:50 From Podcast to YouTube: Our Content Journey

31:20 Future Directions & The Role of AI

34:30 Practical Steps: Implementing the Demand Generation 5 BEs Framework

37:40 Closing Thoughts: What's Next?

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S05 E123 - The B2B Playbook

b2b #b2bmarketing #bottomoffunnel #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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This week we sit down with B2B BoFu content expert Lashay Lewis, who shares her strategy and secrets of a Bottom of Funnel Content Strategy that converts and captures demand.

She unveils the intricacies of tailoring content to drive conversions, providing practical strategies to nurture prospects effectively at the final stage of the buying journey.

Tune in and learn:

• techniques for measuring and optimizing the impact of your Bottom of Funnel content

• how to create compelling content that resonates with late-stage prospects

• strategies to align your sales and marketing efforts for cohesive funnel progression

This episode is a must-watch for marketers aiming to refine their Bottom of Funnel strategy and drive meaningful engagement that converts. Transform your approach and witness the power of targeted content in action!

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00:03:30 Unveiling the Power of SEO in B2B

00:07:00 Crafting Your B2B Narrative

00:10:30 The Secret Sauce: Bottom of Funnel Content

00:14:00 Fine-Tuning Your BOFU Approach

00:17:30 Key Strategies in BOFU Optimization

00:21:00 Aligning Content with Sales Goals

00:28:00 Measuring Content Success

00:35:00 Sales and Marketing: A Symbiotic Relationship

00:38:30 Advanced Techniques in BOFU Content

00:42:00 ROI Maximization Strategies

00:45:30 Content Scalability Secrets

00:49:00 Unlocking New Opportunities with Content

00:52:30 Driving Engagement: Next-Level Tactics

01:03:00 Recap: Key Takeaways

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S05 E122 - The B2B Playbook

b2b #b2bmarketing #bottomoffunnel #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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Demand Generation is the strategy that B2B organisations need to scale their businesses effectively. But when you ask marketers what demand generation means, you get so many different answers.

In this interview, Founder of The B2B Playbook, George Coudounaris, gives away their simple 3 Step Strategy for Demand Generation. We also go into topics like:

• how to create and capture demand

• the strategy you need to drive more demand

• how you can do this in an efficient way with limited resources

PLUS at the end we share some examples of companies that have taken this strategy and used it to make their marketing team the main driver of pipeline for their business.

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00:05:00 Deep Dive into Demand Creation

00:07:30 The 5 BEs Demand Generation Framework

00:11:30 Balancing Demand Creation & Capture

00:12:00 Scaling Demand Creation & Capture

00:18:00 Getting Buy-In for Demand Creation

00:20:30 Challenges in B2B Demand Generation

00:22:30 Earning Trust in Marketing

00:25:30 Content Repurposing & Tools

00:30:00 Leveraging Technology for Demand Creation

00:31:10 The B2B Incubator's Unique Approach

00:33:10 Perfecting Campaigns with Team Collaboration

00:35:00 Real-World Impact of Demand Creation

00:37:50 B2B Demand Generation for Small Teams

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S05 E121 - The B2B Playbook

demandgeneration #demandgen

b2bmarketing

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This week we have a 7x ex-head of sales - turned marketing expert on The B2B Playbook - Adem Manderovic!

He's combined his unique experience as both an 'old school' seller and a modern marketer to bring us an advanced, holistic Demand Generation framework that drives better commercial outcomes called Closed Circuit Selling.

Tune in and learn:

• why marketers need to 'Catalogue the Market'

• how and why you need to validate a channel before you begin

• why marketers need to 'go backwards to go forwards'

And most importantly, the business acumen that has been lost by marketers and sales people alike that is now more important than ever.

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00:00 Welcome and Introduction to Adem Manderovic

05:00 Understanding Commercial Acumen in B2B

10:00 The Concept of Closed Circuit Selling

15:00 Addressing Sales and Marketing Disconnection

20:00 Effective Demand Generation Tactics

25:00 Enhancing Customer Journeys and Experiences

30:00 Marketing and Sales Alignment Strategies

35:00 Crafting Persuasive Sales Content

40:00 Future Trends in B2B Sales and Marketing

45:00 Wrapping Up: Key Insights and Takeaways

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S05 E120 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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It's the grand finale of Season 5 of The B2B Playbook, so we're giving you the TL;DL version! We show you what it means to 'Be The Best' when it comes to your demand generation marketing, exploring cutting-edge concepts like neuroscience in marketing and the burgeoning role of educational ecosystems.

This also means that we're at the end of our 5 BEs Framework for demand generation. We've been sharing it with you step-by-step now for 119 episodes - pretty crazy!

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00:00:00 Introduction to Season Five Recap

00:03:40 Exploring 'Be the Best'

00:07:00 Neuroscience in B2B Marketing

00:10:30 Applying the 5 BEs Framework

00:14:10 Fun Tactics from Big Brands

00:17:00 Ethical Concerns in Marketing

00:20:30 Building an Education Ecosystem

00:24:00 Consistency and Success in Marketing

00:27:20 Challenges in Implementing Strategies

00:31:10 Future of Education Ecosystems

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S05 E119 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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Still struggling to keep up with content creation?

Even with a system in place, new channels and their content requirements can quickly blow out your workload.

We’re here to help, particularly you small business marketers!

We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level!

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Dream 100.

Remember that great concept we talked about all those episodes ago, way back in season 1?!

Well now it’s time to leverage that concept when making the most of affiliates and partnerships!

This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about getting these going.

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Scale can be a problem in itself..

As your business grows, the mission gets fuzzy and the brand gets harder to explain.

That can happen internally and externally.

It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder!

If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential customers to understand your value?

That’s where revisiting your storybrand comes in.

This week, we not only revisit what that’s all about, but also give you practical examples and tips on how you can use it at the Be Better stage of your B2B marketing journey.

Links Mentioned:

A Stanford study by Gordon Bower and Michal Clark in 1969

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How did we go from performance marketers that nobody knew, to some of the most recognizable and leading voices in the Demand Generation community?

In this episode, we go deep into how we have applied our own 5 BEs Framework for Demand Generation to our own business, sharing the strategy and tools we used to help execute it. Not only do we share our wins, but our challenges, learnings, and the role of feedback in refining our approach. Get ready to be empowered with practical insights that can reshape your approach to B2B marketing and drive tangible results.

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00:00 - Introduction

05:00 - Transitioning to B2B Marketing

10:00 - Building the 5B's Framework

15:00 - Applying the Framework

20:00 - Insights and Mistakes

25:00 - Refining and Implementing Strategy

30:00 - Expanding Reach and Learning

35:00 - The Importance of Feedback

40:00 - Future Plans and Adjustments

45:00 - Conclusion and Key Takeaways

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S05 E118 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas #contentstrategy #demandgeneration

B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

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Are you ready to transform your B2B demand gen marketing strategies? Dive into this episode of The B2B Playbook, where we unravel the most effective content framework for demand generation marketers.

Understand the intricacies of influencing buying journeys and discover how to utilize these insights to make a significant impact in your B2B space. From exploring the five stages of awareness to implementing practical, actionable strategies, this episode is a goldmine for anyone looking to elevate their B2B marketing game.

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00:00 - Introduction to B2B Playbook

03:50 - Understanding Demand Generation

10:00 - Uncovering the Five Stages of Awareness

15:30 - Addressing the Unaware Stage

21:10 - Tackling the Problem Aware Stage

27:40 - Exploring Solution Aware Content

34:00 - Delving into Product Aware Content

40:50 - Most Aware Stage: The Final Push

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S05 E117 - The B2B Playbook

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b2bsaas #contentstrategy

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Make an offer SO DAMN GOOD that your customer feels stupid saying ‘NO’ to it.

That’s the challenge we laid down to our B2B marketers in this episode of The B2B Playbook. Now, most marketers when they think about an ‘irresistible offer’ turn their minds to pricing, free trials, or overpromising with huge commercial outcomes.

But that’s not a sustainable approach. And here at The B2B Playbook, we’re all about long term b2b demand generation strategies that scale.

An ‘irresistible’ offer is about creating an offer so perfectly aligned with your customers’ deepest needs that they would find it irrational to decline. So today, through our easy to follow seven-step process, we’ll show you how you can transform your offer from ‘just another option’ to the obvious choice for your Dream Customer.

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00:00 - Introduction to Crafting Irresistible Offers

00:03:34 - Niching Down for Better Targeting

00:07:00 - Understanding Your Dream Customers

00:10:36 - Defining Unique Value Propositions

00:13:00 - Effective Positioning Strategies

00:15:20 - Determining Your Pricing Strategy

00:18:00 - Big Fish, Small Pond Positioning

00:21:00 - Crafting and Testing Your Offer

00:24:05 - Real-World Positioning Insights

00:27:20 - Crafting Irresistible Offers

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S05 E116 - The B2B Playbook

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b2bsaas #demandgeneration

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Change is the only constant. That's more true than ever in demand generation marketing.

Thankfully, there's an easy way to stay on top of these changes and thrive, not just survive!

In this week's episode of The B2B Playbook, join George Coudounaris and Kevin Chen as they delve into the ever-shifting paid media landscape of digital marketing. Discover how understanding these changes is crucial for your marketing strategy and how applying The 5 Be’s Framework with its evergreen concepts can help you not only understand but master these shifts in the digital world.

We'll explore the impact of recent privacy policies, the integration of AI in marketing strategies, and the significance of adapting to user behaviours. This episode is for newbie and seasoned B2B marketers!

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00:00 Kickoff: Unveiling Our Demand Gen Secrets

01:13 Paid Media Evolution: What Marketers Must Know

02:40 Privacy Policy Upheaval: Impact on Digital Ads

04:49 AI in Marketing: Google's Game-Changing Tactics

05:30 Smart Budgeting in the New Marketing Era

06:48 Adapting Marketing Strategies for Success

07:20 High-Intent Google Search: A Marketing Goldmine

07:28 The Great Privacy Shift: Adapting to New Norms

11:00 User Behavior: The Secret to Marketing Success

13:00 Customer Insights: Guiding Your Marketing Path

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S05 E115 - The B2B Playbook

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b2bsaas #demandgeneration

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Is the line between B2B and B2C marketing blurring? In this episode, we dissect the convergence of B2B and B2C marketing strategies. We dive into the 5B's Framework and discuss how it's more relevant than ever in both contexts. Don't miss our key insights and actionable tips!

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00:01:19 - Unveiling the 5B's Framework: What You Need to Know!

00:02:21 - Why the 5B's Framework is Your Go-To Marketing Cycle

00:04:30 - The Secret Sauce of Effective Hooks in Marketing

00:05:28 - How Digital Noise is Changing B2B Interactions

00:09:00 - The Real Reason It's Hard to Stand Out in B2B

00:14:09 - Instant Results: The Power of Digital Tracking

00:16:48 - The Golden Rule: Value and Brand Loyalty in B2B

00:20:28 - The Universal Truths of B2B and B2C Marketing

00:22:31 - Evolving the 5BE's: What Needs to Change

00:27:10 - Don't Miss This: Final Thoughts and Next Steps

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S05 E114 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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Are you struggling to scale your B2B marketing efforts? Do you lead a small team and wonder how to make a big impact? In this episode of The B2B Playbook, we dive deep into the strategies, tools, and mindset you need to scale your B2B marketing function effectively. We cover everything from cross-functional collaboration to tech stack, data privacy and security practices and more!

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00:01:10 - Unlocking Career Growth in B2B Marketing

00:02:30 - The Golden Rule of Scaling: Fix It or Forget It!

00:06:00 - How to Add Value to Your Dream Customers

00:08:00 - Why Early Decisions Save Money in Scaling

00:10:50 - Not Legal Advice

00:13:50 - Mastering Cross-Functional Collaboration

00:15:00 - Ego vs. Teamwork: What Wins?

00:19:00 - Why Marketing is the Glue in Business

00:20:00 - The Secret to Effective Cross-Functional Teams

00:20:33 - Key Takeaways: Don't Miss This!

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S05 E113 - The B2B Playbook

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b2bsaas

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Welcome to another episode of The B2B Playbook Podcast! Today, we're diving deep into the challenges of scaling your B2B marketing team. We'll discuss how to identify and fix bottlenecks, why team dynamics matter, and the importance of having an All-Star Process. Tune in to discover actionable insights and strategies for scaling your B2B team effectively.

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00:05:20 The Crucial Moment to Fix Broken Processes

00:06:40 Streamlining Bottlenecks: A Game Changer

00:07:30 Why You Need Quarterly Reviews in Marketing

00:08:30 The Impact of Team Dynamics on Success

00:09:30 The Secret Sauce: All-Star Process Over All-Star Team

00:12:20 Building a Diverse Team: Why It Matters

00:13:40 The Learning Curve: Individual Preferences in Problem-Solving

00:14:50 Task Management: Prescriptive vs. Free-Form

00:21:50 Freelancers: The Extra Mile for Better Results

00:22:00 Key Takeaways: When to Fix and When to Let Go

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S05 E112 - The B2B Playbook

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b2bsaas

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Have you ever wondered how big brands subtly influence our purchasing decisions? Learn the neuromarketing secrets that allow them to manipulate our brains with subtle mind tricks.

In this video, we break down techniques like anchoring, loss aversion and the Goldilocks effect that tap into the way our minds work on an evolutionary level. Discover how to ethically apply these same methods to capture attention, steer choices and drive sales for your B2B business.

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00:00 Introduction

01:15 Be the Best - Season Five Introduction

01:35 Unlocking Neuromarketing Secrets

02:10 Anchoring in B2B Marketing

02:41 Mastering Anchoring Techniques

04:31 The Power of Price Anchoring

05:16 Patterns and Anchoring Effects

06:25 Strategic Mindset: Manual vs Automatic Mode

25:52 Loss Aversion: The Fear of Missing Out

33:03 Key Takeaways and Action Steps

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S05 E111 - The B2B Playbook

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Unlock the secrets of scarcity and unity to drive more revenue for your business. In this episode, we dive deep into the psychology behind these powerful principles and how you can leverage them in your marketing strategy. Don't miss out on these game-changing insights!

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00:00:00 - Introduction

00:03:30 - Principles of Scarcity and Unity

00:07:00 - Real-world Examples

00:10:30 - Scarcity in Ticket Sales

00:14:00 - Scarcity in the Auto Industry

00:17:30 - Scarcity in Toy Industry

00:21:00 - Apple's Scarcity Tactics

00:24:30 - The Cookie Jar Experiment

00:28:00 - Summary and Takeaways

00:31:30 - Closing Remarks

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S05 E110 - The B2B Playbook

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b2bsaas #neuromarketing

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More B2B Marketing neuroscience insights this week! We hope you’re enjoying this mini-series!

This week, we’re looking at Social Proofing. That age old feeling that something is good if others seem to think it’s good.

As usual we dive into a quick definition before getting into some great examples of it at play, including our own experience in utilising it.

It’s a great avenue for showcasing your helpfulness, so it sits really well within our framework and philosophy. We also talk about some practical ways you can start utilising the principle and testing what works best for your marketing.

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00:00:00 Introduction: The Principle of Social Proof

00:04:00 The Power of Reviews in Decision Making

00:05:00 Social Proof on Websites & Platforms

00:06:00 The Impact of Lines & Crowds

00:10:50 The Bartender Strategy & Tipping

00:12:00 Childhood Fads and Social Proof

00:17:20 User Generated Content & Authenticity

00:19:00 The Role of Influencers in Social Proof

00:22:00 Key Takeaways & The Power of Validation

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S05 E109 - The B2B Playbook

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b2bsaas #neuromarketing

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We’re continuing to explore neuroscience insights for B2B marketing levers to pull.

This week, we’re looking at ‘Liking’ & Authority as two more key principles to help guide us at the forefront of our respective industries.

These are a few more tried and true principles that not only help us make sense of what’s happening in the marketing world around us, but also allow us to tap into these principles in our own work as we look to continue to get better at helping our dream customers.

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00:00:00 Ryan Reynolds' Success with Mint Mobile

00:02:00 Introduction to Liking & Authority

00:04:00 The Power of Liking in Marketing

00:05:00 The Telephone Fundraising Experiment

00:06:00 Real-world Implications of Liking

00:14:40 The Milgram Experiment & Authority

00:16:00 Authority in Marketing & Endorsements

00:17:00 Michael Jordan's Endorsement of Nike

00:19:20 Trusting Tim Ferriss as an Authority

00:20:20 Building Brand Authority in Marketing

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S05 E108 - The B2B Playbook

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Neuroscience and B2B marketing.

It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work.

But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts.

Chances are you’re already familiar with and actioning some of these things by applying The 5 Be’s Framework, in which we’ve baked in a lot of these ideas!

We start our miniseries on Neuroscience by looking at the principles of reciprocity and consistency.

While we try not to play too many mind tricks, there’s certainly a few levers here you’ll be able to pull to better help your dream customers!

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06:10 The Power of Triggers: Mother Turkeys' Instinct

13:10 Introduction: The Power of Reciprocity

14:00 Building Relationships through Giving

15:30 The Principle of Reciprocity in Action

17:00 Giving Value without Expectations

18:20 Commitment and Consistency in Marketing

19:50 Cognitive Dissonance and Consistency

22:20 Small Commitments Leading to Bigger Actions

23:50 Nurturing Relationships with Value

24:50 Moving Up the Value Chain

27:00 Conclusion and Recap

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S05 E107 - The B2B Playbook

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b2bsaas #behaviouralscience #neuromarketing

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Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies.

As we get into further areas of study, one such area to look further into is education ecosystems.

Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?

In this episode, we’re exploring those questions as well as how to go about building one for yourself.

It’s the next level up on being helpful with your content. And one that has a lot of impact. But only if it’s right for your business!

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00:00 Introduction: Building an Education Ecosystem

01:00 The Five B Framework Overview

02:00 The Role of Education in Brand Building

03:00 AI's Influence in Modern Marketing

04:20 Real-world Examples: SAS Platform

05:10 HubSpot and Segment as Leading Examples

06:40 The Pain Points in B2B Marketing

07:50 The Power of an Education Ecosystem

13:30 Automating Knowledge for Business Growth

14:50 The Benefits of an Education Ecosystem

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S05 E106 - The B2B Playbook

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This week on The B2B Playbook, we take you on a WILD journey where we turned a modest $500 investment into a thriving LinkedIn Ads campaign. We put our money where our mouth is and show you the demand generation strategy we used to create a campaign that generated a ROAS of 38:1 in pipeline.

Join us as we unveil the strategies, collaborations, and insights that made the campaign so successful. Tune in now to witness a marketing experiment come to life, achieving remarkable results and setting the stage for future successes. It's a story of growth, learning, and triumph that you won't want to miss!

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00:00 Introduction: Campaign Goals and ROI

10:00 Analyzing Initial Results and ROI from LinkedIn Ads

18:30 Discussing Cohort Capacity and Revenue

19:20 Partner Incentives and Rewards

26:10 Attribution Challenges and Strategies

29:20 Leveraging Qualitative Data

30:00 Refining Customer Targeting

37:20 Program Duration and Customer Satisfaction

38:00 Addressing Sales Friction

38:30 Discussing the 12-Week Program Timeframe

50:30 Future Strategies and Customer Journeys

51:00 Adjusting Messaging and Positioning

51:20 Applying the 80-20 Rule for Efforts

51:30 Engaging Newsletter Subscribers

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S05 E105 - The B2B Playbook

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b2bsaas #demandgeneration #linkedinads

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Thinking outside the box when it comes to following a B2B Marketing framework.

It’s almost a paradox to go outside the framework, but that’s exactly what we’re asking you to do!

Or more accurately, challenge yourself to look at the application of the framework differently each time you go through it.

We talk about what this looks like, why it’s important to do so and how to practically take action on this overarching principle when it comes to continuing to apply the 5 Be’s Framework over time.

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00:00 Introduction: Tactical Execution

00:20 The Purpose of the B2B Playbook

01:00 Overview of the Fifth B: "Be the Best"

01:50 The Importance of Creativity in Marketing

02:50 Thinking Outside the Framework

03:40 The Role of AI in Modern Marketing

14:50 Reviewing the Framework Regularly

16:10 The Repetitive Nature of Marketing Tasks

19:10 The Role of Data in AI-Driven Marketing

21:30 Making Marketing Personal and Memorable

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S05 E104 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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Dive deep into the world of B2B marketing with our latest episode of The B2B Playbook! Discover the Five B's Framework, the power of regular review, and the importance of staying updated with your audience. Whether you're a seasoned marketer or just starting out, this episode offers valuable insights and strategies to elevate your B2B marketing game. Don't miss out on the secrets to mastering B2B marketing. Watch now

As we dive into the details of Be The Best, we’re first covering some overarching concepts for this stage of the framework.

On a similar level to key principles like the 80/20 principle, we cover the concepts of The Circular Framework and Sharpening The Saw in detail.

But as is our style, we try to make it as practical as possible. This quick overview is only the starting point. These concepts will continue to pop up throughout the season, but be sure to lay the foundations with an understanding of what they’re all about in this episode!

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00:00 Introduction to the B2B Playbook

01:00 Overview of the Five B's Framework

08:00 Importance of Regular Review

09:00 The Value of Templates in B2B Marketing

12:10 Big Picture Priorities in Marketing

13:40 Revisiting Foundations for Better Alignment

16:00 The Concept of "Be the Best"

18:40 The Framework as a Tool for Growth

19:50 Sharpening the Saw and the 80-20 Rule

20:30 Key Takeaways from the Episode

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S05 E103 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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We’re here at the final BE of the 5 Be’s Framework and the 5th season of the podcast!

With just over 100 episodes under our belts, we still feel like we’re just getting started. And that’s the sort of optimism about B2B marketing that we hope to pass on in this season as well!

Here we cover some overarching themes to guide you in going forward with our framework, as well as some further areas of study that become more general in nature, but can still have a big impact on your B2B marketing workflow. And we round things off with some interesting topical themes and hopefully another series of great interviews with experts.

Looking forward to another great and HELPFUL season ahead for the podcast!

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00:00 Different Definitions And Processes For Addressing Issues

01:32 Becoming The Best: A Framework For B2b Marketing Success

05:24 The Circular Evolution Of The Five Bs Framework

09:03 The Value Of Having A Framework

10:19 Cross-functional Examples For Success: Rethinking Sales Tactics

12:18 Adapting Tactics For Building Relationships With Dream Customers

15:00 Crafting An Irresistible Offer For Your Dream Customer

17:10 Building Educational Content To Attract Customers: Lessons From Hubspot And The B2B Playbook

18:19 Exploring The Importance Of Addressing Issues And Defining Broken

21:18 The Importance Of Framework Over Short-term Tactics

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S05 E102 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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🎬 How do you prove that your B2B marketing campaigns are helping drive revenue for your business? As B2B marketers, it feels like we're constantly having to report prove our worth to both leadership and sales.

Sure, the latest campaign led to traffic and leads... but nobody really cares about that.

They want opportunities and REVENUE!

So we show you how you can track the performance of your marketing campaigns, and what REPORTING you need to set up to make it easy to see your activities are impacting revenue.

This is part of our experiment to see if, along with 4 of THE BEST marketers in the business, we can create THE PERFECT b2b marketing campaign. 🚀

SUBSCRIBE and follow the Journey: https://theb2bplaybook.com/linkedin-ads-that-drive-pipeline-revenue/

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23:50 Understanding Ad Duplication

24:20 Importance of Social Proof in Ads

25:00 Discussing Attribution Types

28:20 Creating Reports with UTMs

29:00 Visualizing Data by Original Source

29:40 Setting Filters for Reports

35:00 Analyzing Ad Interactions

35:20 Mapping the Customer Journey

36:20 Using Different Report Visualizations

36:30 Filtering Reports by UTM

41:30 Analyzing Ad Interactions by Company

42:10 Breaking Down Interactions by Company

43:10 Setting Limits for Data Visualization

43:30 Analyzing Ad Groups and Companies

50:00 Wrapping Up the Discussion

50:20 Q&A Session with Monica

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The B2B Playbook

b2b #b2bmarketing #hubspot #marketingoperations

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If you're a B2B marketer with limited resources, in a small team and you're struggling to drive pipeline and revenue for your business - keep reading!

SEE THE PROGRAM: https://theb2bplaybook.com/the-b2b-in...

In this episode, we share the details of our 12 week program - The B2B Incubator.

It gives you:

• The strategy

• The templates

• The tools

AND live Q&As with B2B expert George Coudounaris

... all to drive more DEMAND for your brand.

See why B2B marketers like you love it: https://theb2bplaybook.com/the-b2b-in...

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/ @theb2bplaybook

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00:00 Building A Demand Engine For Increased Revenue In 12 Weeks

03:50 The Importance Of Building A Demand Engine For Business Growth

07:26 Driving Business Forward With A Firm Demand Generation Strategy

11:47 Interactive Learning And Q&A Sessions For Business Strategy Execution

13:49 Building A Helpful Demand Engine: Creating Relationships At Scale

18:15 The B2B Incubator: Honest Reviews And Money-back...

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🎬 How do you create LinkedIn Ads that lead to pipeline and REVENUE? What if you don't have a very big ads budget to play with? What objectives should you use?

What about creative??

We only had $500 to play with, so we had LinkedIn Ads expert Justin Rowe come in and devise a plan to make us ROI positive as soon as possible.

This is part of our experiment to see if, along with 4 of THE BEST marketers in the business, we can create THE PERFECT b2b marketing campaign. 🚀

SUBSCRIBE and follow the Journey: https://theb2bplaybook.com/creating-b2b-landing-pages-that-convert/

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00:00 - Turning A Referral Fee Into A Lucrative Campaign: The Monica Experiment

05:38 - Utilizing Warm Audiences And Expert Positioning For Effective Advertising Campaigns

08:42 - The Power Of Organic Impressions And Combining Elements In Paid Ads

11:56 - Overview Of Creative Strategy For Cold And Warm Audiences

17:41 - Testing Strategies For B2B Demand Generation Marketing

25:45 - Prioritizing And Generating Demand From Dream Customers

28:50 - Addressing The Limitations Of Google Ads And The Need For Demand Creation

32:15 - Recommended Objectives For LinkedIn Ads

36:37 - Challenges And Strategies For Optimizing Ad Platforms

41:08 - Evaluating Campaign Performance And Testing Landing Pages

44:53 - Considerations For Audience Selection And Delivery Optimization In Advertising Campaigns

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The B2B Playbook

b2b #b2bmarketing #digitalmarketing #landingpage #copywriting

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🎬 How can you create the PERFECT landing page for your B2B business? And what copywriting techniques can you use to help you convert MORE TRAFFIC into paying customers?

We've got copywriting and landing page wizard Jess Cook to show us exactly how.

This is part of our experiment to see if, along with 4 of THE BEST marketers in the business, we can create THE PERFECT b2b marketing campaign. 🚀

SUBSCRIBE and follow the Journey: https://theb2bplaybook.com/creating-b...

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/ @theb2bplaybook

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02:40 Introduction and Setting Expectations

03:00 The Power of Customer Interviews

29:50 The Rule of Threes and User Behavior

30:20 Skimming and the Importance of Brevity

31:00 Customer Interviews and Identifying Problems

31:30 Discussing the Customer Interview Section

41:30 Feedback on the Application Form

42:00 The Placement of the Application Form

55:20 Discussing the "Homepages for Humans" Course

56:00 Conclusion and Next...

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Are you a B2B marketer struggling to navigate the challenges of a down economy? You're not alone. But what if we told you that even in tough economic times, you can still generate demand and prove your worth?

Today we dive deep into the strategies that successful B2B marketers use to thrive in a down economy. We'll share insights on how to optimize your marketing strategy, navigate budget cuts, and continue generating demand when the going gets tough.

From understanding high intent keywords and leveraging Google's AI tools for better audience targeting, to efficient remarketing strategies and focusing on your Ideal Customer Profiles (ICPs), we've got you covered.

This episode is more than just a discussion - it's a treasure trove of actionable insights that can help you not just survive, but thrive in a down economy.

So, are you ready to turn the tide and make the most of your B2B marketing efforts? Hit play and let's get started!

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00:00 Opening

01:17 The Challenge: Proving Your Worth in a Down Economy

11:48 Leveraging High Intent Keywords in Economic Downturn

16:35 Budget Efficiency: Remarketing Strategies in a Down Economy

19:12 Key Takeaway: Prioritizing ICPs in Budget Cuts

20:24 Pressure & Creativity: Thriving in a Tough Economy

21:47 Redefine Best Customers for Effective Demand Generation

27:56 Leverage The Dream 100

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S04 E97 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

b2bsaas

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🎯 Join us on a mission to create The Perfect B2B Marketing Campaign! 💼✨ We know that every great campaign begins with customer research, and that's exactly where we're starting! 📚

In this exciting video, our Customer Interview expert Ryan Gibson 👨‍💼 will take you behind the scenes as he interviews our Dream Customer, Monica, to uncover valuable insights that will fuel our next marketing campaign. 🤔💡

Get ready for a full extract of the interview, where Monica shares her thoughts and experiences. 🗣️💭

But that's not all! 🌟 Join us as we dive into Ryan's insightful analysis of the interview and discover how we're leveraging those precious insights to supercharge our marketing campaign. 📈✨

Don't miss out on this epic journey! 🚀

🔥 Click here to watch the video and witness the magic unfold: 🔗🎥 https://www.youtube.com/watch?v=ewEt-CfXQkM

SUBSCRIBE and follow the Journey: https://theb2bplaybook.com/the-perfect-b2b-marketing-campaign/

🎉 This part of our experiment is proudly sponsored by Dovetail 🚀 - your go-to hub for customer insights that empowers teams to build superior products! 🛠️💡

Don't forget to check them out 👉https://dvtl.link/43ud3hi

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00:00 Introduction

02:00 Interview begins

42:00 Monica's Questions For Ryan

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The B2B Playbook

b2b #b2bmarketing #digitalmarketing #youtubemarketing

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🎬 Welcome to our latest video where we dive deep into the world of B2B marketing. We're testing if four of the best B2B marketers can create the perfect B2B marketing campaign. 🚀

All good campaigns start with customer research. So we got THE BEST in the business to help us out.

Ryan Gibson is the founder of ContentLift.io, and is here to interview our Ideal Customer - Monica.

SUBSCRIBE and follow the Journey: https://theb2bplaybook.com/the-perfect-b2b-marketing-campaign/

🎉 This part of our experiment is proudly sponsored by Dovetail 🚀 - your go-to hub for customer insights that empowers teams to build superior products! 🛠️💡

Don't forget to check them out 👉https://dvtl.link/43ud3hi

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00:00 Introduction and Overview

02:43 Pre-interview: Agreeing on Objectives & Questions

06:10 Using Dovetail to Help with Collection & Analysis

09:33 Ryan's Analysis & Insights From The Interview

18:00 Discussing Pains and Anxieties

20:00 Discussing More Pains and Anxieties

21:00 Discussing Trust and Credibility

24:00 Discussing Time Management and Prioritization

28:00 Discussing Credibility and Trustworthiness

29:00 Discussing Experience and Outcomes

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The B2B Playbook

b2b #b2bmarketing #digitalmarketing

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If you got THE BEST b2b marketers together... could you create THE PERFECT campaign??

To do it, we're going to need to create some serious wins for us and our collaborators.

Win-win-win…

…win-WIN!

As we try our best to deliver the PERFECT campaign, we’re trying to get a total of 5 wins from the same campaign!

What’s all this about? Well it’s our first collaboration campaign, with sponsors, experts, and our very helpful volunteer!

We want to do something different that hopefully is a win for you listeners as well, not just a sales pitch!

Check out this episode for all the details on how it came together!

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00:00 Opening

01:58 Introducing The Campaign

05:30 Inspiration for this Collaboration

08:20 How To Choose Who To Collaborate With

10:20 Stories Set You Apart From AI

14:46 Helping Us Take Content To The Nex Level

15:54 Creating Win-Win-Win Scenarios

21:54 How We Landed Our Sponsor

24:18 Measuring The Success of This Campaign

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S04 E94 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

collaboration

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In action packed episode of The B2B Playbook, we into the heart of effective B2B marketing with their innovative 5 B's Framework. This comprehensive approach is designed to help B2B marketers drive sustainable growth for their businesses.

From the initial stages of understanding your customers to optimizing your marketing workflow and leveraging advanced tactics like neuromarketing, the 5 B's Framework covers it all.

Join us as we recap the principles behind this framework, discuss why they created this podcast, and share who can benefit from it. Whether you're a seasoned B2B marketer or just starting out in the field, this episode is packed with insights that can transform your marketing strategy.

It’s been a while since we started the podcast.

Nothing like a quick end of season refresher as to why you’re even listening to us! And for those of you who have recently joined us, it’s a good episode where we can re-introduce ourselves.

While the framework hasn’t changed, we’ve certainly learned a lot in the last 90 episodes of doing the podcast. Our vision is a little clearer, and so is our message. So there’s still new things in this episode for our loyal listeners from the start!

Revision is always important in any case!

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00:00 Opening

01:50 Our 5 BEs Framework

03:53 Why We Call It Demand Generation

05:41 The Biggest Mistake B2B Companies Make

10:13 How To Create Demand - The 5 Stages of Awareness

12:41 The Difference Between Lead Generation and Demand Generation

16:52 The Emergence of Dark Social

22:09 Re-introducing our 5 BEs Framework

24:37 The Origin of Our 5 BEs Framework

31:32 Our Love for B2B Marketing

35:59 Our Strategy for Growing Our Business

37:49 Growing the Podcast

39:59 How to Grow By Listening to Our Podcast

42:32 The 5 BEs Framework and Demand Gen

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S04 E93 - The B2B Playbook

b2b #b2bmarketing #digitalmarketing

B2BMarketing #MarketingTips #MarketingStrategy #SalesAndMarketing #BusinessGrowth

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In this episode, we dive deep into the world of B2B marketing, sharing key insights and strategies to help you optimize your marketing workflow. We discuss the importance of the 80/20 principle, finding your 'why', the power of partnerships, and much more.

🎯 Key Topics Covered: 🎯

1. The 80/20 Principle in B2B Marketing

2. Bridging the Gap Between Sales and Marketing

3. The Power of Partnerships in B2B Marketing

4. Improving Impact with EDMs and Testing More Pay Channels

5. The Importance of Reporting in B2B Marketing

If you didn’t get a chance to follow us through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!

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It’s been a long, but great season.

We’ve reached the end. So here’s a wrap up episode to go through the highlights.

If you didn’t get a chance to follow us through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!

Links:

Ep 70: CRMs, CDPs, and Data

Ep 65, 66, 72: Reporting

Ep 68: CRO

Ep 69: Affiliates & Partners

Ep 74: Sales Analysis

Ep 71: EDMs

Ep 76: ChatGPT and AI tools

Ep 78: Content Repurposing

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Events can be a GAME changer for your business 🚀

But the last thing we want is another online webinar!

We’re all thinking it. If you’re anything like us, some of these event invites get automatically filed away to some dark folder in Gmail to never be read, or deleted immediately!

But let’s challenge that and ourselves to do events differently. Because it’s still an amazing channel for B2B marketers. There’s nothing quite like it for quality time with some people you as marketers really need to be talking to!

Nick Bennett gives us the lowdown on why the old way of doing events just doesn't cut it anymore and how pivoting towards event-led growth can seriously boost your pipeline and revenue. He's all about the experience, engagement, and data when it comes to nailing those successful events. 🎯

We also chat about the cool concept of brand evangelism and when it's the perfect time for a business to bring a brand evangelist on board. Nick shares his wisdom on why quality beats quantity in event engagement and the secret sauce to keeping the conversation buzzing after the event. 🗣️

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We’ve talked about reporting a few times.

It all sounds easy until you get to building it for yourself.

And then you realise there’s a lot of practical gaps from the theory to the practical implementation!

Well that’s what we’re hoping to address in this episode!

Pasha Irshad joins us as another true expert, to take us through exactly how to set up and use reports to facilitate alignment between your marketing team and sales and leadership.

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📺 The best B2B marketers collect and ACT on customer insights. But how do you actually do it?

In this episode, we show you first HOW to conduct a customer interview, and then how we use those insights to adjust our marketing strategy and tactics.

You'll also learn about how our demand gen program 'The B2B Incubator' has helped marketers in small teams.

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

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CABs, Customer Advocacy Boards.

Little known wonders of the B2B marketing toolkit.

While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.

We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!

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We've created demand for The B2B Incubator using our podcast and LinkedIn from the ground up. It's now delivering regular pipeline and revenue for us. But we want to prove that we can do it again, so we're starting from scratch on YouTube!

In this episode we show you how we're building our YouTube channel. We're just getting started, so we're sharing our results so far and our plan to grow.

Key to this episode is a framework for creating demand that you can apply to any channel. We talk about key principles like deeply understanding your customers, creating helpful content regularly, and how to scale it using internal and external resources.

Listen to the episode and learn:

• Why we chose YouTube
• Why it's the right time for us to explore a new channel
• Our results so far
• Mistakes we've made so far
• How we're using YouTube shorts and longer format videos
• How we're improving our content creation and production to be more platform native

Tune in!

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It’s a monumental episode!

We have such a special guest on the show this week.

The GODFATHER of helpful marketing. Someone who has provided a significant amount of inspiration to us in our own journeys.

This week we chat with Timbo Reid, as he shared with us what being helpful in marketing really means and how to go about it and stick at it.

There’s a few great stories in there and is a timely reminder to all of us the power of being helpful, even as we’re deep in the trenches figuring out how to further optimise our B2B marketing workflow!

Links:

YOUtility - Jay Baer

Smallbusinessbigmarketing.com

Timbo’s membership

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Community. Can’t live with them, can’t live without them.

And they’re a hell of a nut to crack to build a successful one in any case!

Thankfully we were able to get Katie Ray onto the show this week to give us a masterclass on all things community!

She shared with us some important foundations to put in place, as well as how to manage the unpredictability of growing a community.

It’s a very helpful episode for those of us in the business of building a community to help others!

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While we’re on the topic of optimising…

How’s your LinkedIn personal and company pages looking?

Chances are, it’s not getting that much love. If it is, are you struggling with how to take it to the next level, while making sure you’re growing but not alienating potential customers?

How do you even build a genuine relationship anyway on LinkedIn? All you seem to see are sales pitches in DMs after some nondescript messages and ads from various brands.

Well that’s why we’re having Michelle Raymond join us this week on the podcast!

One of the cornerstones of any B2B marketing strategy, yet there’s a few things all of us are guilty of neglecting on LinkedIn.

Tune in for this week’s episode as Michelle runs us through some helpful guiding mindsets as well as practical details on how to go about building brands your employees are proud of, and relationships that are genuine and help deliver bottom line impact. 

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Content marketing comes down to standing out and building trust.

But it’s easier said that done more than most things in our B2B marketing lives!

So this week we got a true expert in Jess Cook to tell us all about what successful content marketing looks like.

There’s so much value in what she says about how to start and where to go from there to keep scaling, even how to use those pesky AI tools that’s everywhere all of a sudden!

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You’ve probably tested LinkedIn ads, but not like this…

We’re speaking with a true expert on them this week. And as usual, we’ve zero’ed in on someone who’s being helpful with their expert content!

Justin Rowe takes us through his thoughts on how to make LinkedIn ads a success for any business, by thinking about it as an amplifier of your marketing ecosystem and not just another channel.

Who knows, you might just find that scale we’re all after these days!

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Your sales team responsible for outbound?

Wonder if it should sit within your marketing team’s remit?

Well we think they’re part of the same growth engine and should definitely sit together! Even if the division of labour isn’t as clean.

This week we have a helpful expert on outbound join us to discuss exactly what effective outbound looks like and how marketing and sales can and should work together to get it right.

At the end of the day, it forms an important part of the overall growth strategy of any business, particularly B2B ones!

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A special guest this week.

Bryan Williams joins us to discuss all things partnership!

We’re lucky to have him on the show. He is the founder of Hockey Stick Advisory, through which he helps tech businesses grow and scale by building curated partnership ecosystems and previously led Xero’s partnership ecosystem across AU and NZ. So he definitely knows what he’s talking about!

Beyond that, he’s just a nice guy to chat to!

We get his insights on what a model partnership looks like and whether you should go after one. And if you do, how to best approach it.

It’s a fantastic conversation for any business looking for growth!

Links to Relevant Resources:

Bryan Williams

HockyStickAdvisory.com

Partnership Leaders

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We've taken a quick break from 'Be Better' to bring you George Coudounaris' interview from the The LinkedIn for B2B Growth show.

It's not just because he loves the sound of his own voice...

... it's because he talks in-depth about:

• What is demand generation?
• What are the key benefits of demand generation marketing?
• Is demand generation marketing a short-term or long-term play?
• How can B2B Marketers build a demand engine?
• Tips for choosing the best format type and platform

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Still struggling to keep up with content creation?

Even with a system in place, new channels and their content requirements can quickly blow out your workload.

We’re here to help, particularly you small business marketers!

We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level!

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Scale can be a problem in itself..

As your business grows, the mission gets fuzzy and the brand gets harder to explain.

That can happen internally and externally.

It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder!

If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential customers to understand your value?

That’s where revisiting your storybrand comes in.

This week, we not only revisit what that’s all about, but also give you practical examples and tips on how you can use it at the Be Better stage of your B2B marketing journey.

Links Mentioned:

A Stanford study by Gordon Bower and Michal Clark in 1969

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Not another piece of content about Chat GPT!

Well it is, but hopefully not one to make you either imagine riches or worry about your job!

It’s inevitable that such AI tools will become a part of your workflow, if it hasn’t already. But B2B marketers, don’t worry. We have some good news.

It probably means even more work for you! And it’s easy to understand and utilise them if you know where they slot in in our 5 Be’s Framework.

The fundamentals haven’t changed, so you don’t need to start everything again!

So tune to this week’s episode to find out how we understand AI tools like Chat GPT!

Links Mentioned:

Content Repurposing Episode

AI Tool Aggregator

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Retaining an existing customer is cheaper…

That’s the common saying, and it’s certainly true.

We’re going to run you through how to make that the case by working on deal expansion and retention.

We’ll talk about specific examples of how to do this and ways to measure the success of your efforts.

Links Mentioned:

Harvard Business Review Article RE Retention

Ep 72 - Previous Measurement Episode

Article on customer retention formula

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Things look rosy…

Leads are up, steadily scaling. You’re well on the way to hitting your targets.

Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business.

This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves.

So let’s talk about how we can avoid that and get ahead of the trend!

This week, we talk about ways to look at and improve your business pipeline differently. So you can take more responsibility and control, work closer with your sales team and actually have bottomline impact with your day to day marketing activities.

We look at specific metrics and actions you can focus on to accomplish this shift towards better balancing quality and quantity, profitability and scale.

Links:

Article on calculating pipeline velocity

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Ever feel like there’s a new paid channel to test every week?

Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel?

As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ads you could consider now that you’ve got a few paid ads successes and failures under your belt.

Links Mentioned:

Episode 47

Episode 48

Episode 49

ChatGPT

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