The B2B Playbook is a B2B marketing podcast for founders and small marketing teams who want marketing that turns into revenue. Every week George Coudounaris and Kevin Chen break down paid media and LinkedIn Ads, content, SEO, demand generation and sales and marketing alignment - what's working now, what isn't, and how to fix it without a huge team or budget.
You'll hear our own frameworks - the 5 BEs and Closed Circuit Selling - plus operators like Aaron Ross (Predictable Revenue), Anthony Pierri and Asana's Matt Maynard. 240+ episodes in, with new ones every week.
Want help putting it into practice?
B2B marketing and LinkedIn Ads agency: https://theb2bplaybook.com/demand-generation-agency
The B2B Incubator: https://theb2bplaybook.com/demand-generation-course
CRO School: https://theb2bplaybook.com/cro-school
Closed Circuit Selling (the book): https://theb2bplaybook.com/closed-circuit-selling
Weekly newsletter: https://theb2bplaybook.com/newsletter
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Données mises à jour le 21/10/2026
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#250: How to Master LinkedIn Ads Frequency Caps (Step-by-Step)
Saison 8 · Épisode 37
dimanche 18 octobre 2026 • Durée 34:23
In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.
We cover:
How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.
If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.
Tune in and learn:
Two quick diagnostics to spot a frequency problem, why 7 day audiences beat 30 day ones, a hack for the engagement objective, and how to make sure you're actually reaching the decision makers.
8:51 How many impressions does it take to be remembered?
10:23 The ideal frequency range
11:37 LinkedIn's native frequency caps and their limits
13:38 Diagnostic: do you have a frequency problem?
15:46 How to build a company level frequency cap
18:36 Why 7 day audiences beat 30 day audiences
21:10 Adapting your thresholds to your ICP
23:18 A frequency hack for the engagement objective
25:04 When to hand engaged accounts to sales
26:22 Diagnostic: check impressions by job title
27:37 Tools like Fibbler and Factors AI
29:30 Outro
How to Stop Big Companies Eating Your LinkedIn Ads Budget - The B2B Playbook
#249: How to Build a Feedback Loop Between B2B Sales, Marketing, and CS
Saison 8 · Épisode 36
dimanche 11 octobre 2026 • Durée 39:27
In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.
We cover:
Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.
If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you.
Tune in and learn:
How to swap status updates for insights that actually change your go to market motion, why closed lost deals deserve as much attention as wins, and how a blended scorecard gets every team working toward the same pipeline.
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter
#248: Stop Using B2B Lead Scoring. Do THIS Instead.
Saison 8 · Épisode 35
dimanche 4 octobre 2026 • Durée 27:01
In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.
We cover:
→ Why lead scoring answers a much narrower question than most teams think
→ How individual contact scores miss the whole buying committee
→ Why engagement looks like intent when the real blocker is timing
→ What cataloging the market is and how to run it
→ How to use a simple score as an overlay, not the operating model
If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.
Tune in and learn:
→ The data you actually need before a scoring model means anything
→ The questions that surface vendor, contract renewal and circle back permission
→ How to build one shared account map for marketing and sales
→ Where SDRs fit into the cataloging motion
→ How to feed sales and CS feedback back into your scoring over time
#247: How This Unknown Startup Landed Enterprise Whales (B2B Marketing & Sales Secrets)
Saison 8 · Épisode 34
lundi 28 septembre 2026 • Durée 01:02:37
In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.
We cover:
Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.
If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you.
Tune in and learn:
How David went from complete travel-industry noobs to winning major enterprise deals, why he builds minimal lovable products and iterates fast, and how he uses analytics and third-party interviews to uncover what customers really think.
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
#246: How to Build a B2B Community of 100k Members From Scratch
Saison 8 · Épisode 33
dimanche 20 septembre 2026 • Durée 54:37
In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.
We cover:
His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.
If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you.
Tune in and learn:
How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter
#245: How to Scale Your B2B Marketing without a Huge Team (Be The Best - Stage 5 of the 5 BEs Framework)
Saison 8 · Épisode 32
dimanche 6 septembre 2026 • Durée 21:09
In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.
We cover:
→ Why growth does not have to mean headcount growth, especially with AI in the mix
→ How documented workflows and standard operating procedures save you time and remove guesswork
→ Why consistency in voice, tone, and quality is what builds trust in the market
→ Building lightweight playbooks anyone can follow for content, distribution, and repurposing
→ Operationalizing systems across sales, customer success, and product, not just marketing
→ Mapping content to the five stages of awareness on a regular cadence
→ When to double down versus pivot using your leading and lagging indicators
If you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.
Tune in and learn:
→ How to turn your team's wins and workflows into repeatable assets
→ Why simple systems can live in a spreadsheet before you ever need expensive tools
#244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)
Saison 8 · Épisode 31
dimanche 30 août 2026 • Durée 20:11
In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.
We cover:
→ Why the MQL is outdated and how chasing it misaligns sales and marketing
→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity
→ The leading metrics that signal you are moving in the right direction
→ Why attribution is helpful but should never be treated as gospel
→ The "how did you hear about us" trick for uncovering dark social and hidden content impact
→ How to build marketing's credibility internally by tying activity to business goals
→ What good reporting for leadership actually looks like
If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.
Tune in and learn:
→ Why quality engagement beats arbitrary lead scores and lead volume
→ How to align leading and lagging metrics to your funnel and stage of growth
#243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026)
Saison 8 · Épisode 30
dimanche 23 août 2026 • Durée 17:29
In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved
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GET the latest CONTENT: https://theb2bplaybook.com/
#242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework)
Saison 8 · Épisode 29
dimanche 16 août 2026 • Durée 18:48
In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution.
We cover:
→ Why even the best content flops without a smart distribution plan
→ The "post and pray" mistake B2B teams make and how to think like a media company instead
→ Getting seen in an AI-driven world where traditional SEO is shifting
→ Organic vs paid distribution and when to use each
→ Using paid media to amplify your best content, not just push product ads
→ Category entry points and how to tie your brand to buying triggers
→ Mapping content to the five stages of awareness so you meet buyers where they are
If you are a B2B marketer or founder creating great content that nobody sees, this episode is for you.
Tune in and learn:
→ Why distribution is just as important as content creation
→ How to test organically and boost the winners with paid
→ How to extract content from busy subject matter experts on a regular cadence
#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)
Saison 8 · Épisode 28
dimanche 9 août 2026 • Durée 18:25
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
GET the latest CONTENT: https://theb2bplaybook.com/
