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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👥 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 E152 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

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

-----------------------------------------------------

👥 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

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

-----------------------------------------------------

👥 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 E142 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #voiceofthecustomer #voc #customerresearch

Analysis Episodes!

Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously!

This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness.

We hope that this series will continue to give practical and helpful guidance on how to apply our framework to level up your B2B marketing!

Tune into this week’s episode for more!

Links:

Link Ad Screenshots

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Theory doesn’t beat practical experience.

But better than either is both!

This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side.

We’ve learnt a lot from chatting with him and we certainly hope our listeners will gain a lot from hearing first hand what it’s like to implement the things we talk about every week on the podcast and with our 5 Be’s framework.

Some key highlights:

• Creating demand is creating desire, not some tactical changes.
• Have a story to help get buy in from the rest of the business.
• There’s a role for good agencies, not just in execution.
• Demand creation is not easy, but it’s what you have to do for long term success.
• Don’t be afraid to bring in creatives and give them the reins when they have the insights you have.
• Educate yourself outside of marketing. It will only make your marketing better!

Tune into this week’s episode for more!

Links To Mentioned Resources:

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

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/

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Sometimes, it’s important to get back to your roots.

That’s certainly a little journey we travelled on this episode on a personal level.

But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently.

We use first principles from our 5 Be’s framework to look at one such topic this week:

Should You Hide Your Content Behind An Email Gate?

You’ll get our take and why. And more importantly the ability for you to figure this out for yourself and how to approach it without burning the house down!

Tune into this week’s episode for more!

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You could say we hustle pretty hard.

But George is hustling so hard he’s got a job moonlighting as a chimney sweeper!

Not really, but for a lot of our listeners they are so poor it certainly feels that way!

If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation this week.

We give you some practical tips on how to go about getting started without working 24/7, but also so you know you’re on the right track to actually generating demand, instead of just capturing it and waiting for the inevitable day when that demand runs out!

Tune into this week’s episode for more!

Links To Mentioned Resources:

The B2B Incubator

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Kev’s got some spare time and is careful not to spend it doom scrolling on social media!

Although not sure if his choice of activities to fill his time is much better!

While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it!

This week we’re talking about how you can use paid ads to be helpful and approach it very differently to demand capture.

By bringing your helpful content to the feed, instead of asking people to leave the feed, amazing things can start to happen.

Tune into this week’s episode for more!

Links To Mentioned Resources:

5 Stages of Awareness Episode (Ep 28)

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Being Helpful…

Sometimes it’s easier said than done!

But despite the occasional $400 bill, we still stick to going long on being kind!

This week, we take that same approach to product ads.

Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach.

And that’s what we’re talking about this week. We walk through what information you need and how to set up product ads to find the right spot to make their mark.

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Love is in the air in B2B land.

Or at least in George-land, but we certainly love our little community of B2B marketers!

This week we’re deep diving into a key concept that often gets overlooked by the best of us:

Capturing vs Creating Demand.

However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important!

We talk about the difference and how to go about starting to create demand.

Tune into this week’s episode for more!

Links To Mentioned Resources:

Episode 27 - Metrics To Track To Know Your Content Is Working

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

What channels work for B2B marketing?

Well, it depends…

As we’ve spoken about in the last few weeks, there’s a number of factors into deciding which are the right channels for your particular use case to amplify your helpful content.

But that doesn’t mean there are some common threads.

So this episode we’ll take you through some of those common channels that often work and should be considered when running B2B paid ads.

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We’ve been referencing it for the last few episodes…

But the cat's out of the bag now!

The B2B Incubator Program is about to go on its maiden run!

The program is starting shortly with a group of 10 amazing B2B marketers.

We’ve set up a program with all the tools and templates to help B2B marketers and teams implement the 5 Be’s Framework in their businesses!

Taking the work that we do 1 on 1 with clients, we turned it into a more accessible cohort format that allows for group learning to strengthen the learning and implementation process and speed.

We’re really excited to see the great transformations the program will bring.

As that goes ahead, we’re also discussing how to pick the right ad channels for a business looking to Be Seen with paid advertising.

A quick framework to help you think through this so you make the right choice and get bang for your buck, the precious resources you have as a B2B marketer.

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

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

-----------------------------------------------------

👥 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 E141 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

You wouldn’t believe how crazy Kevin can be sometimes…

Clearing out photos and digital accounts on a regular basis is, according to George, the red flags to watch for!

Be that as it may, it doesn’t always hurt to review things. Particularly when it’s a helpful framework!

This week we’re discussing the framework for understanding ad channels, which we spoke about all the way back in season 1!

It’s an important step to take BEFORE jumping into getting your ads together. So make sure to come along as we talk about how to use this one framework to figure out any new or existing ad channel.

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s so important to practice what you preach.

And that’s what we’re doing here at The B2B Playbook Podcast.

We’re talking with our dream customers, you the listeners, each week.

We take your awesome and helpful feedback that you generously share with us.

And we do everything we can to improve our content to address those points raised!

It’s that simple, and the same principle applies when it comes to running B2B ads!

This week, we give you a simple framework and process for turning your customer insights into great ads with great cut through. A feedback loop from your content to ads.

At the same time, this framework will hopefully save a few common headaches when it comes to setting up messaging in such ads!

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Have you ever had a hard time coordinating office access since returning from working from home?

Shouldn’t this sort of thing be a thing of the past in the age of apps and subscriptions for everything?

I mean, what can’t you do with a tap of your phone these days?

Apparently getting into an office is one of them…

George has some theories about why there’s some weird gaps in technological advancements like this.

But one thing’s for sure, you don’t want your B2B marketing to be in such a gap!

This week, we’re talking about how you can run paid ads right for B2B businesses, as part of the Be Seen stage of our 5 Be’s Framework.

Don’t fall into the trap of reusing what you’re doing in the lower funnel channels like in B2C marketing!

We give you an easy framework to think about ads in B2B marketing.

And if you’ve been through the first few stages of the framework with us, this one will be a breeze!

Tune into this week’s episode for more!

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

As you know listeners…

George loves to give Kev a good ribbing now and then.

This week though, the attention on George right off the bat. After a rather weak effort to start the show!

While first impressions like this can be pretty important, it’s equally important to have a great ongoing impression, particularly when it comes to ABM!

So this week, we’re talking you through what you need to do to ensure the sales team carries on your good work, how to continually improve your ABM approach, and even how to report on progress to the executive team. Because let’s be honest, they’re keeping the lights on for the whole ABM show!

Plenty of actionable things to do and look at. As always, nothing to be scared off and put off as a result!

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Ever wondered what old shows no longer running have to do with ABM?

Not much as it turns out!

While this show doesn’t have much of a segue, it doesn’t mean the content is not valuable!

We’re discussing how you can go about activating those ABM accounts you’ve warmed up and personalised messages and experiences for with all your hard work!

And a particular favourite method of ours right now!

Tune into this week’s episode for more!

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

All this talk about ABM approach, but what if you feel like striking up that conversation with your customer hit list with a cold call is too cold? Or what if you don’t know enough about them to start the ABM approach?

Well that’s why we’re talking about a couple of “warm-up” plays this weak that sits perfectly within the ABM approach to get you to the spot where you’re ready to go full ABM!

Check out this episode for just a few great plays you can run to really get your prospects warmed up and to get your relationships off to a great start, without feeling like you’re being too salesy or worse making your potential clients feel like you’re being too salesy!

Links:

fullfunnel.io

Uberflip

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You know listeners, as part time podcasters and full time B2B marketers, we really don’t get outdoors much.

We certainly enjoy our days in the sun, like last week when we met up to be part of Metigy’s podcast guest series.

But more importantly, when you’re getting out there in front of those lovely potential customers on your ABM hit list, you need to be careful about your positioning and messaging to make the most out of YOUR day in the sun!

So this episode we talk you through the process of how to make those interactions as powerful as possible with your ABM hit list by getting your UVP right and out there!

Also listeners, you may have heard of us talking about The B2B Incubator. This is a program we’ve put together to help you to level your B2B Marketing or train junior marketers to take over the running of demand generation in your business. We’re working on limited cohort intakes. Reach out to us on LinkedIn for more information!

Links:

Rand Fishkin (CEO & Co-Founder of SparkToro, ex-Moz CEO & founder)

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We start this week’s episode with a kind word from a listener!

We don’t do it as an ego stroke, we just want to sincerely thank all our wonderful listeners, particularly those like this one, who have written into us with feedback.

Whether it’s positive or constructive, it’s all a big help for us. And we’re always so grateful for it. It’s why we keep doing what we do with the podcast!

So despite Kev’s monotone (he’s a bit shy with praise), we do sincerely thank you all and appreciate you all for joining us on the podcast journey!

This week we kick into what ABM entails.

We cover how you go about defining your ABM targets, and how to document them to use in future steps.

We answer all the practical questions about how to get the ABM work you’re doing on track and off to a great start!

Links:

Fullfunnel.io ICP template

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Wondering what ABM is?

…or maybe who it’s for, and how to get started?

What can it even do for you and your B2B business?

We give you all the answers and more in this episode, as we discuss the first part of our Be Seen section of our framework.

Tune into this week’s episode for more!

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Kev’s back from a rather quick trip and it’s a new season!

We’re onto how you can amplify and accelerate the rate of growth of your B2B marketing and its impact.

It’s a quick and informative overview episode of what’s coming in season 3, as we ease into the discussion about “Be Seen”.

So make sure to tune in and get the latest on what’s coming up in a much anticipated season 3!

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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

-----------------------------------------------------

👥 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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🔹 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 E140 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

This week’s interview is with Ryan Gibson, an outstanding customer interviews expert.

When George said to me we had to have him on the podcast, I knew from his tone this would be a good one.

And he didn’t disappoint. Nor did Ryan.

Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews.

There’s some great tips on how to make sure your qualitative data gathering process does the job it’s meant to, while giving you a solid foundation on which to build your B2B marketing strategy.

Just a quick snippet of some of the top points:

• Qualitative gives you the “why”. Quantitative only gives you the “what”.
• If you can figure out how and why people are buying, their buying journey, you can then start to influence those decisions.
• There’s no substitute for talking directly to customers and getting to know their decision making process.
• Set clear and limited objectives for each set of interviews and make sure you have rigour in your data collection. Only then can you get apples to apples qualitative data that’s comparable and actionable.
• Take action off the back of this data! Don’t let it sit on the shelf!
• And qualitative data allows marketers to be reborn, and excited about the work in marketing again!

Tune into this week’s episode for these and more!

Links:

The Breakout Growth Podcast - SEan Ellis & Ethan Garr

TOFU, MOFU, BOFU = Top Of FUnnel, Middle Of FUnnel, and Bottom Of FUnnel

Jobs Be Done

April Dunford

Ryan Paul Gibson on LinkedIn

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On this week’s episode, we’re doing our last analysis episode of helpful content.

We started the mini-series in our podcast to put our concepts and frameworks to practice.

And this week is no different. We’re looking at what Kerika’s helpful content is doing well and what they could improve to increase the impact of their LinkedIn Ad and make it hit home harder!

This one’s an interesting one as we dive deeper on how smaller businesses like Kerika really need to hone in their helpful content for it to pay off!

Mentioned Resources:

The 5 Stages Of Awareness - Eugene Schwartz

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This week’s analysis of helpful content has us chuckling to ourselves.

When we gave the example of a cyber security business in our discussions on helpful content, we didn’t expect to find such a business putting out helpful content for us to analyse! Or at least not targeting us!

But that’s exactly what we did find. So this week, we’re talking about OwnBackup’s helpful content on LinkedIn.

We discuss why their detailed blog has a great topic and shows good understanding of their dream customers, but also leaves a few key areas for improvement.

Links:

OwnBackup LinkedIn Post 

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This week we’re continuing to analyse helpful content examples!

We’re dissecting the helpful content of Chili Piper this week, so you can see and understand why it’s a good piece of content that sits well in our “Be Helpful” stage of the 5 Be’s framework.

Our aim is to help you understand what’s good, what needs tweaking and how to recognise good content for yourself.

Chili Piper’s helpful content is a case study that’s being promoted as an ad on LinkedIn.

Chili Piper is a SaaS company that provides software which helps sales teams automatically schedule appointments with leads, instantly turning inbound leads into qualified meetings.

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As we get to the end of “Be Helpful”, we’re conscious that with so much talk about frameworks and concepts, it can be hard to see the forest from the trees.

And also to recognise good, helpful content when you see it!

So for the next few episodes, we’re looking at and dissecting some examples of helpful content we see out there.

We help you understand what’s good, what needs tweaking and how to recognise good content for yourself.

We start this week with an analysis of one of Employment Hero’s promoted posts on LinkedIn.

Employment Hero is a SaaS company that provides software which helps with onboarding new employees, doing performance reviews, and managing HR templates and processes easily and online.

They’ve put out a helpful piece of content in the form of an Employee Wellness Survey Template.

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Well it’s another special and exciting interview on the B2B Playbook.

This week we’re lucky enough to get the answers from an expert at her craft, Meryoli Arias!

She and the Chili Piper team are so good at it, it feels like each time we engage with them online, we’re talking to people, not a business.

Meryoli generously shares with us some great insights on how to build a feedback loop with an audience on social media, combine it with a wonderful process of engaging internal experts, and produce amazing content that serves the audience but makes them human in the B2B world at the same time!

Some key highlights:

• Start with company values with building brand personality.
• Don’t talk about yourself, talk about the general industry and how you add to that space!
• Create conversations. Don’t have a monologue. Actually listen to your audience. And the more organic it is the better.
• Empower your internal team to help you scale helpful content. Consistency is the most important thing. Be a cheerleader for your internal experts!
• Inject personality and make a brand feel like a person! This helps with the engagement that leads to social growth.
• Remember to be human, even in the B2B world. There’s just people on the other side!
• Don’t be boring! It’s good for the B2B industry!

Links:

Meryoli Arias

Chili Piper

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We got some swag!

It’s been such a nice interaction with the Chili Piper team. Not in the least because they’ve very kindly sent us some of their awesome swag!

On the flip side we’ve got some constructive feedback on the podcast, which we’ve loved getting to help make the podcast better!

But it was helpful! And that’s what this season on the podcast has all been about!

And that’s what we’re talking about today. If you haven’t had a chance to check out each episode of this season, we go through a few key points from it. The Too Long, Didn’t Listen version of the season!

Links:

Ep 29: Getting Experts Bonus episode

Ep 27: Metrics To Track To Know Your Content Is Working

Ep 23: How To Pick The Format & Channel To Distribute Your Content

Ep 24: Scale Your Content With Our 7 Step Content Repurposing Framework

Ep 25: How To Create A Feedback Loop To Make Your Content Better And Better

Ep 28: The 5 Types Of Helpful Content You Need To Create

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Another special episode this week.

And a timely one while we’re talking about being helpful!

This week we had a special guest who personifies being helpful.

Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis!

And it’s doing wonders for his own career and the growth of his employer!

So you can have your cake and eat it too!

Tune in for a great episode where we dive into how being helpful looks in practice. Here’s a few quick quotes from an amazing “helpful” interview:

• “being bullish on kindness”
• Be “host of the party”
• “Learning in public”
• “Solve a periphery problem for your dream customers”

A final bit of encouragement: we’re all regular people and you can do it too. So get started!

Links:

Mason Cosby On LinkedIn

The Marketing Ladder podcast

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It’s finally happened…one of us caught COVID!

Thankfully the recovery was relatively swift. But it’s certainly no fun. So keep safe out there listeners!

During this down time, we’ve made an interesting discovery of material that helps us with marketing…

Picture books!

Helpful content comes in all different forms. Find out this week how you can get your experts onboard to help you create more of this type of content!

We know it’s a massive pain point, so we’ve dedicated a whole bonus episode just to talk about how you can get over this hurdle!

Tune in to this week’s podcast for 7 helpful tips to getting your experts onboard to create helpful content!

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You can hear the hesitation in George’s voice as he talks about his weekend plans…

Thankfully there’s a lot less hesitation needed when you come to getting your helpful content going.

In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through.

This will help you ensure you’re being helpful along the way!

So tune in to this week’s episode for some great tips to get going on your “be helpful” content journey!

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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

-----------------------------------------------------

👥 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/the-b2b-incubator

S06 E139 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

This week we started well.

A surprise to both of us, George actually had a well executed segway into the topic of the episode.

Unsurprisingly he immediately derailed us into a discussion about his singing.

At least he realised about 5 minutes in and brought it back on topic!

This week we’re talking about what metrics to look at and report on to know your helpful content strategy is working.

It’s probably an episode that’s quite actionable, aside from being of immense interest to most of our listeners.

But we have a take on it that we think is a little different to most, which really gears you towards success!

Tune in to this week’s episode to find out what metrics should be tracked, which should be communicated, what success looks like, and importantly which ones to avoid!

Things Mentioned In The Show:

Clearbit, 6Sense, Zoominfo

Chili Piper, Phantombuster, Refine Labs, Gong

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While you might be repurposing your content already, you might still feel short on time and ability to scale.

Well this week, we’re helping you think about how you can grow beyond your team of one or two.

We talk about how to do this internally, externally, and then how to manage the whole “orchestra” once you’ve assembled the team!

All this to come right after we get a glimpse into George’s mind about how he’s looking to start on TikTok!

Safe to say he should probably keep his day job for now…

Things Mentioned In The Show:

Chili Piper, Refine Labs, Gong

Ep 17: If You’re Ready For An Agency

Content Scheduler Template

George Coudounaris (for spelling purposes!)

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What does Kevin’s wedding planning and George’s forehead have to do with B2B Marketing?

To be honest not a lot, but that didn’t stop George segwaying it to our topic this week:

How to create a feedback loop to make your content better!

Not only will you find out how he managed that, but this episode will also talk about how to get that feedback loop going.

Specifically we’re talking about when and where to use qualitative and quantitative data.

Links To Mentioned Resources:

Todd Clouser On TikTok

Simo Ahava’s Post About Engagement Tracking

Phantombuster

Shieldapp.ai

Intentify

6sense

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Sometimes the podcast game can feel a little like living in the past…

Valentine's Day 2022 has come and gone, and we’re still talking about it!

But the process we discuss this week should help you not live in the past and enjoy the present!

It’s our 7 Steps To Content Repurposing. With it, you can make sure you’re not creating content with every waking hour, just to keep up with the demand!

The 7 Steps are:

• Step 1: pick what format your longer form, pillar content is going to be in (e.g. podcast)
• Step 2: pick 1 platform to distribute it on (e.g. LinkedIn). Repurpose into just one medium (e.g. podcast notes → text posts)
• Step 3: review and make changes to frequency of pillar content and repurposed content as necessary
• Step 4: make that process as efficient as possible & document it (e.g. put into a content calendar, who responsible for what)
• Step 5: once comfortable, repurpose again into another medium on the channel you have chosen (e.g. video podcast → video snippets for LinkedIn)
• Step 6: repeat steps 3-5 until you find the mediums and frequency that get you the most traction, and work best for the platform you’ve chosen. 
• Step 7: move onto the next platform for distribution (e.g. TikTok, blog etc.). Repeat steps 1-6

Tune in for this week’s episode as we go through this and how you can scale your content production!

Links To Mentioned Resources:

Content Calendar Template

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After a big week (and weekend!) George is a little worse for wear.

He’s working hard as usual getting the word out about how The 5 Be’s Framework can help B2B Marketers!

But we’re backing him to bounce back strong. With some “courage and strength” from his tea!

The topic of discussion in this week’s episode is certainly solid and hopefully very helpful!

We’re discussing what you should consider when choosing a content format and channel(s).

Surprise, surprise. Our old friend, the dream customers concept comes up again.

Check out this week’s episode now!

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The theme of this episode is…

“High Value Content, Low Production Value.”

High Value Content: Being Helpful (NOT being annoying!)

Low Production Value: Kevin’s crumpled white t-shirts he likes to record in!

Despite the visual impression of being a little rough around the edges, we talk about a pretty important framework and steps to developing content that is highly engaging.

And it comes back to the overarching principle of Being Helpful with it.

It’s so important to do this because that’s how you’ll build the trust needed in the relationships you need to establish with your audience.

Tune into this week’s episode for more!

Links To Mentioned Resources:

The Content Marketing Institute - Joe Pulizzi

SaaS Businesses: Drift, Alyce, metadata.io

Chris Walker at Refine Labs

Dave Gerhardt

Metigy

Simo Ahava - “Manipulate Response Headers In Server-side Google Tag Manager” Article

Todd Clouser from Refine Labs

Sixt Sponsored Road Trip Article In TimeOut

You can find transcripts, more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Well, how did we end up here?

George is on TikTok!

…and it has some interesting thoughts about what George might be interested in…

While he’s navigating that minefield, we manage to give you a quick overview of everything that’s to come this season:

• What can B2B marketers do to drive demand by being helpful?
• What’s involved in being helpful?
• Why does simply being helpful work?
• And how you can take that framework and apply it to the company you work in!

Tune in this week as we start to build the framework for getting your content working for you.

Links To Mentioned Resources:

The Boomerang Effect - Tim Reid

Template Questions For Getting To Know Your Customers

Apple Podcast Reviews - Scroll Down To “Ratings & Reviews”

You can find transcripts, more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Apple Podcast Reviews - Scroll Down To “Ratings & Reviews”

…And we’re back!

Although the summer of George has not panned out as we hoped, there were big positives for us!

While it was one overshadowed by the ongoing pandemic, we hope you’ve had a good break and are ready to get back into getting the best out of your B2B marketing!

We start this year off discussing some key principles to focus on as we embark on 2022.

So tune in as we talk about what we’re digging into this year in B2B marketing!

Links To Mentioned Resources:

theb2bplaybook.com

You can find transcripts, more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

The end of the year is upon us.

We hope you’re all gearing up for a safe and fun festive season!

We’ve covered a lot of ground this year.

As we take a look back at our first year of podcasting...

...we hit the main takeaway points so far, and share our favourites from the bunch.

If you don’t have much time, make sure to check out this week’s episode as we point you to the biggest tips and concepts for you to use in leveling up your B2B marketing!

We also share what we’ll be digging into next year, which we can’t wait to get into!

Tune in for all that and more in our last episode of the year.

Links To Mentioned Resources:

Episodes Directory

Savvy Copy site

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

In our first interview ever, we had Kiarnii Tickle on the show!

She gives a great window into what B2B marketing is all about, from challenges to how to show ROI.

A dear friend of ours, Kiarnii is an exceptional marketer in general. She shows how some of the main concepts we’ve been talking about really deliver in her own experience at Altis Consulting.

Join us as we put it all together, seeing the theory in practice.

A special thanks to Kiarnii for joining us and her time, and Altis Consulting who are on an amazing B2B marketing journey!

Links:

Kiarnii’s LinkedIn

Altis Consulting

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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

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

-----------------------------------------------------

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

-----------------------------------------------------

👥 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/the-b2b-incubator

S06 E138 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

All that seems like a lot of work, Kev and George.

Can’t I just hire someone else to do it?!

You know our view about that now. Generally no, but there are parts you can! There’s also times when an agency is a better choice.

We give you a framework & set of questions to determine if you’re ready to engage an agency to get the best bang for your buck!

Books Mentioned

Experts Secrets - Russell Brunson

The Boomerang Effect by Tim Reid

Episode 4 - Be Helpful

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

George has the blues…

But it’s not all doom and gloom!

He’s only learning the blues on the piano!

But what does driving for Uber have to do with your growing business?

We explain the relevance in this episode where we discuss data.

Why is data so important for SMEs?

Even for B2B SMEs?!

What data is actually important for SMEs?

How do you get the data you need?

Tune into this week’s episode to kick start your data journey for your business!

Links To Things Mentioned:

Email George at george@wayves.com.au for more information about our PPC course.

Google’s Data Tools:

• Google Tag Manager
• Google Analytics
• Google Search Console

Hotjar

Microsoft Clarity

Pixel Set Up Instructions For:

• LinkedIn
• Facebook / Instagram
• Google Ads

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Another round of Facebook outages is a timely reminder.

Build Your Own Channel Of Direct Communication With Your Customers!

...and make sure you don’t say too many weird things on social media like when George was younger.

We’re only joking!

This week we’re talking about the roles that your website can play for your B2B business and one key theme to keep in mind as you go through and build, audit, or rebuild your business website.

Tune in for some great tips on this and whether we think it’s worth your while building your website yourself!

Links To Mentioned Resources:

Joe Pulizzi

Savvy Copy

Search Engine Journal

Dripify

Website Template

Jimmy at Digital Recipe

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.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!