Explorez tous les épisodes du podcast The B2B Playbook

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.

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🔗 Links + CTAs

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🎓 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

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

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Timestamps:

0:00 Intro

1:23 The Five B's framework refresher

2:56 Why LinkedIn frequency caps matter right now

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

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.

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🔗 Links + CTAs

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🎓 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

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Timestamps:

0:00 Intro

2:44 The Five B's framework refresher

3:46 Turning your sync meeting into a feedback loop

4:46 Why sales and marketing alignment matters more now

9:12 Why sync meetings turn into to do lists

10:39 Swap updates for dashboards and closed loops

14:42 Does marketing need to prove its value to sales?

18:02 Closing the loop with customer success and closed lost deals

19:31 What info should flow between sales, marketing and CS

22:46 Getting aligned on ICP and key accounts

24:21 Using AI note takers without losing the human touch

25:29 Tip: ask AI for direct quotes with timestamps

26:27 Tip: use templates and cap your action points

27:27 How measurement and incentives break alignment

32:49 Do SLAs between teams actually help?

33:27 One dashboard with clear owners

35:19 Outro

Why Your Sales and Marketing Alignment Meeting Isn't Working - The B2B Playbook

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

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🔗 Links + CTAs

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📈 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

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

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

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Timestamps:

0:00 Intro and why lead scoring breaks

0:46 Today's topic: does lead scoring actually work

1:15 George heads to Greece for a family wedding

2:06 Live translation in an incubator consultation

3:17 The 5 P's framework explained

4:29 What we're covering this episode

4:54 B2B buying is account based and committee led

6:15 Lead scoring answers a very narrow question

8:28 Why lead scoring breaks and splits sales and marketing

9:49 Do you even have enough data to score leads

11:15 The B2B Incubator

12:06 What you should actually do with lead scoring data

13:12 What cataloging the market means

14:29 Building the account view: intent, timing, blockers

16:06 Use scoring as an overlay, not the operating model

18:06 Review false positives and missed opportunities

18:47 Our demand generation agency

19:26 Working backwards from closed won deals

20:32 One to one conversations and the SDR role

21:55 Key takeaways

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.

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🔗 Links + CTAs

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🎓 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

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

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

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

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Timestamps:

0:00 Building for a real problem, not chasing one

7:17 Landing enterprise whales as an unknown startup

14:37 Scrappy growth: content, PR, podcasts and referrals

20:15 Making marketing serve sales and stickiness

26:07 Staying close to the customer to build a better product

32:15 Hiring, phone calls and AI in modern selling

41:29 Niching down vs. creating a new category

50:30 What Ricochet does and why it exists

58:12 Wrap-up and the Grow Forum community

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.

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🔗 Links + CTAs

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🎓 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

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Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin

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CHAPTERS:

00:00 Intro

00:42 Welcome and guest introduction

02:29 From FedEx to fashion: Jared's early career

03:56 Building the fashion magazine on zero budget

09:49 Losing his job in Covid and starting on LinkedIn

11:05 The DM group that became revgenius

13:22 Direct market feedback and building relationships

15:32 Relationship selling lessons from FedEx

19:14 Long-term horizons vs short-term sales metrics

22:01 How the market misread Predictable Revenue

24:43 Ad break: B2B demand generation agency

25:20 New reps, SDR roles, and lost resilience

29:36 First principles and closed circuit selling

31:16 Bringing fundamentals back to revgenius

34:33 The goal: community media over another Pavilion

38:19 Ad break: B2B incubator course

39:31 Why Jared became a marketer

43:56 One-to-one marketing and the dream list play

46:13 Live market reports and the new media project

49:49 Closing thoughts on people-driven business

51:12 Wrap-up and outro

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

→ How to build feedback loops between marketing, sales, and customer success

→ Why you should use quarterly reviews to check alignment and adapt

→ How to go from random acts of marketing to compounding growth driven by relentless execution

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🔗 Links + CTAs

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🎓 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

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

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

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

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Timestamps:

0:00 Intro and the Be The Best framework

1:00 Scaling without a bigger team

1:55 Documenting workflows and playbooks

4:10 Building consistency to earn trust

6:15 Operationalizing across go-to-market teams

7:45 Lightweight content playbooks

9:45 Mapping content to the five stages of awareness

11:45 Simple systems and not letting tools drive them

13:00 When to double down vs pivot

13:55 Using quarterly reviews to stay aligned

15:55 Key takeaways and recap

S08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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

→ Why you should be data informed, not just data driven

→ How to get leadership to change their beliefs using real customer stories

→ How to become a strategic advisor internally, not just the person dumping data into a report

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🔗 Links + CTAs

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🎓 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...

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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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Timestamps:

0:00 Intro and the Be Better framework

0:50 What Be Better focuses on

1:35 The death of the MQL

3:40 Leading vs lagging metrics

6:20 Qualitative signals from your sales team

7:00 Avoiding the attribution trap

9:00 Be data informed, not data driven

10:30 Building marketing credibility internally

12:45 Getting leadership buy-in

14:20 What good reporting for leadership looks like

15:55 Key takeaways and recap

S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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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🔗 Links + CTAs

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🎓 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

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

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

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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

→ How to find your category entry points through customer interviews

→ How to run a simple, repeatable distribution rhythm even with a small

team

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🔗 Links + CTAs

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🎓 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...

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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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Timestamps:

0:00 Intro and the Be Seen framework

0:45 Why great content flops without distribution

2:50 Getting seen in an AI-driven world

3:20 Organic vs paid distribution

5:35 Using paid to amplify your best content

6:00 Extracting content from subject matter experts

7:45 Category entry points explained

9:55 Finding entry points through customer interviews

10:40 The rhythm of distribution

11:10 The five stages of awareness framework

13:20 Setting a consistent distribution cadence

14:45 Key takeaways and recap

S08 E242 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

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

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🔗 Links + CTAs

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🎓 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

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

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

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

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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

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

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🔗 Links + CTAs

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🎓 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

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

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

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

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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

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.

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

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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

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👥 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

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S08 E239 - The B2B Playbook

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

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

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🔗 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

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

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

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

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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

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

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🔗 Links + CTAs

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🎓 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...

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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

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

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🔗 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

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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

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

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🔗 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

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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

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

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🔗 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

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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

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

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

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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

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

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

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

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

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

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

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🔗 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

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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

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

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🔗 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

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

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

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

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

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

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

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🔗 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

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

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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

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.

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

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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

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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

S08 E2255 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #accountbasedmarketing

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.

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🔗 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

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

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

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

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S08 E224 - The B2B Playbook

#b2bmarketing #demandgeneration #linkedinads #linkedinthoughtleadership #linkedinadsagency

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

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

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

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

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.

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🔗 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

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

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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

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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

S08 E222 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2b2c #partnerships

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

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

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

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

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

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

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

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

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

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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

S08 E217 - The B2B Playbook

#b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket

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.

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🔗 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

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

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

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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

S08 E216 - The B2B Playbook

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

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

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.

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🔗 Links + CTAs

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🎓 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

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SUBSCRIBE to our channel: / @theb2bplaybook

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

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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

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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

S07 E214 - The B2B Playbook

#b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

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.

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🔗 Links + CTAs

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🧠 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

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

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

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

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

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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

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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

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

S07 E213 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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.

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🔗 Links + CTAs

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🧠 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...

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

📺 YouTube:   

 / @theb2bplaybook  

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

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

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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

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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

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

S07 E212 - The B2B Playbook

#b2bgrowth #b2bmarketing #sales #salesleadership #revenuearchitecture

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.

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🔗 Links + CTAs

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🎓 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

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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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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

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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

S07 E211 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing

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

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”.

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🔗 Links + CTAs

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🎓 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

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

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

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

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

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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

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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

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

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.

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🔗 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

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

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

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

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

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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

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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

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

S07 E209 - The B2B Playbook

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

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.

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🔗 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

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

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

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

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

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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

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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

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

S07 E208 - The B2B Playbook

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

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.

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🔗 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

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

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

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

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

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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

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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

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

S07 E207 - The B2B Playbook

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

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.

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🔗 Links + CTAs

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🧠 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

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

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

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

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

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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

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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

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

S07 E206 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

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.

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🔗 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

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

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

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

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

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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

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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

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

S07 E205 - The B2B Playbook

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

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.

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🔗 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

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

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

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

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

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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

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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

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

S07 E204 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook

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.

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/

#b2b #b2bmarketing #digitalmarketing #demandgeneration #linkedinads

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.

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🔗 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/

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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

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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

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

S07 E202 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #contentmarketing