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

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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.

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

S08 E2255 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #accountbasedmarketing

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

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💼 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

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

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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:

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

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

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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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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

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.

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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

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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

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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 E221 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration

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

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🔗 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

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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

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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 E220 - The B2B Playbook

#b2b #partnerships #b2bmarketing

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.

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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: / @theb2bplaybook

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

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

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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

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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 E219 - The B2B Playbook

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

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.

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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: / @theb2bplaybook

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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

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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 E218 - The B2B Playbook

#b2b #b2bmarketing #brandstrategy #humourinmarketing #demandgeneration

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.

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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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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

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

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

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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

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

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

🎓 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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-----------------------------------------------------

00:00 Why Most B2B Content Fails

00:31 What This B2B Content Strategy Framework Solves

01:10 The 5 Bs Framework Explained

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

03:10 The Pressure That Breaks B2B Content

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

05:40 Engagement Without Memory Is Wasted

06:10 Lead Gen vs Demand Gen Content

07:10 Should You Chase High-Volume Topics?

08:05 The 95% of Buyers Most Content Ignores

09:20 What a Real Content Strategy Should Do

10:00 Making Your Product the Logical Conclusion

11:00 Why Random AI Content Breaks Strategy

12:20 When Content Doesn’t Have to Sell

13:30 The 3-Question POV Framework

15:00 Challenging Broken B2B Assumptions

16:30 Why Timing Matters to Your ICP

17:30 Mapping POV to the 5 Stages of Awareness

18:40 The One Rule Every B2B Content Strategy Needs

19:10 Turning Content Into a Growth Engine

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E214 - The B2B Playbook

#b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

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

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

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

Tune in and learn:

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

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

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

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

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

09:10 Closed Loop Continuity vs Funnel Checklists

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

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

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

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

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

28:10 The 2008 Analogy: Incentives Create Fragile Systems

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

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

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

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

48:10 Market Validation vs Cataloguing: The Language Problem

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

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

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

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 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

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

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

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

We get into:

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

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

Tune in and learn:

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

📺 YouTube:   

 / @theb2bplaybook  

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

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

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

00:00 Why sales & marketing broke

01:02 Where misalignment actually began

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

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

08:45 The ICP framework sales & marketing should share

11:15 Turning sales discovery into marketing air cover

13:55 How MQL targets fractured GTM

17:20 Cataloguing: foundation of a modern revenue system

20:05 Why frontline sales leadership is the weakest link

23:40 When sales & marketing target different lists

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

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

34:05 Why feature-selling kills deals

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

42:10 What CMOs actually respond to in outreach

46:15 Adem’s journey to Closed Circuit Selling

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

53:40 Why every seller becomes a cyborg

55:05 Where to find Tony J Hughes

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E212 - The B2B Playbook

#b2bgrowth #b2bmarketing #sales #salesleadership #revenuearchitecture https://theb2bplaybook.com/cro-school

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

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

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

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

📺 YouTube:   

 / @theb2bplaybook  

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

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

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

00:00 Why sales & marketing broke

01:02 Where misalignment actually began

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

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

08:45 The ICP framework sales & marketing should share

11:15 Turning sales discovery into marketing air cover

13:55 How MQL targets fractured GTM

17:20 Cataloguing: foundation of a modern revenue system

20:05 Why frontline sales leadership is the weakest link

23:40 When sales & marketing target different lists

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

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

34:05 Why feature-selling kills deals

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

42:10 What CMOs actually respond to in outreach

46:15 Adem’s journey to Closed Circuit Selling

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

53:40 Why every seller becomes a cyborg

55:05 Where to find Tony J Hughes

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E212 - The B2B Playbook

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

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

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

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

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

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

Tune in and learn:

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

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

22:00 Customer Interviews, Positioning & Documented ICPs

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

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

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

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

31:55 Content Repurposing System for Small B2B Teams

33:10 Capturing Subject Matter Experts Without Burning Them Out

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

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

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

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

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

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

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

42:05 Join The B2B Incubator & Share the Show

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E211 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing

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

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

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

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

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

Tune in and learn:

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

18:10 – Distinctiveness vs differentiation for B2B brand

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

24:40 – Channel mix for building memory efficiently

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

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

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

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

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

45:20 – The danger of chasing differentiation too early

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

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

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E210 - The B2B Playbook

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

#brandstrategy

#categoryentrypoints

#b2bmarketing

#brandmeasurement

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

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

Tune in and learn:

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E209 - The B2B Playbook

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

Outbound sales is at a crossroads.

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

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

What’s next for outbound sales?

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

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

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

Tune in and learn:

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 What’s Next for Outbound Sales?

01:00 How Predictable Revenue Was Misinterpreted

03:00 Why Meetings Became the Wrong Metric

05:00 Outbound as a Market Validation Engine

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

11:00 The Anxiety Economy: Overreacting vs Fixing GTM

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

17:00 Relationship Systems: The Missing Link in Outbound

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

23:00 When Sales Stopped Validating Markets

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

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

32:00 Why AI Makes EQ and Creativity More Valuable

36:00 Sales as a Communication Channel

40:00 Intent Data vs Real Customer Conversations

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

50:00 Winners vs Losers in the AI Revenue Era

53:00 Final Takeaways for Modern Outbound

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E208 - The B2B Playbook

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

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

You’ll learn:

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

+ How to catalogue your market to uncover real buying signals

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 Why Predictable Revenue Wasn’t Wrong

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

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

05:08 Why Timing Beats Pressure in Modern Outbound

08:45 Systemising the Handoff: Turning Validation into Revenue

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E207 - The B2B Playbook

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

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

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

Tune in and learn:

+ Why Predictable Revenue was never just about meetings

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

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

01:00 – How Predictable Revenue Changed SaaS Forever

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

54:00 – Writing The Terrifying Art of Finding Customers

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

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

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

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

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

Get the:

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E206 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

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

You’ll learn:

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

+ How sales cataloguing captures true buyer signals

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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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

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

👥 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

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

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

Tune in and learn:

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

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

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

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

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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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

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

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

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

Get the:

🔹 strategy

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🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E204 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook

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

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

Tune in and learn:

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

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

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

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

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

Chapters

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

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

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

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

👥 Are you a B2B marketer in a small team?

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

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👉 https://theb2bincubator.com/

Midweek Musings 01 – The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #linkedinads

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

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

👥 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

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

S07 E202 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #contentmarketing

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

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

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

Tune in and learn:

+ Why outbound is breaking — and what replaces it

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

+ How to validate and catalogue your market for smarter timing

+ The new edge: AI + network + unscalable plays

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

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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 The Volume Game Is Dead

01:00 Why Scott Leese Ditched Outdated Playbooks

02:20 “Hobbyists with Pitch Decks”

04:40 Funding ≠ Success

07:18 Founders Must Sell First

10:50 What Great Sellers Do Differently

13:40 Validate the Market Before You Sell

16:04 How Predictable Revenue Broke Sales

19:40 Lost Coaching & Skill Decay

23:58 AI + Network + Unscalable Grit

26:50 Fix Your Sales Technical Debt

29:21 Stop Paying for Meetings Booked

32:00 The MQL Hamster Wheel

35:00 Rebuilding Sales–Marketing Handoffs

41:10 Cold Calls Are Dying

45:10 Referral Math That Opens Doors

46:20 In-Person Plays That Win

49:20 Deepfakes & IRL Trust

55:10 Scott’s 3 Bets for the Future

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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:

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E201 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

In this episode, we sit down with EVP’s Allen Zhu — founder-turned-PM-turned-investor — to unpack the go-to-market playbook for scaling from 1 to 10. We dive into how top SaaS companies segment their market, fund sales and marketing early, and build moats that compound.

Allen shares real examples from EVP’s portfolio (including Nexl) and explains how segmentation, workflow-driven expansion, and smart early investment helped them scale fast without burning cash.

Tune in and learn:

+ How segmentation drives efficiency — and the Nexl case that proves it

+ The “self-funding” model for early sales & marketing investment

+ Product expansion frameworks: follow the workflow, then follow the money

+ How to build switching-cost moats and pre-board ROI for enterprise deals

This is a must-watch for any B2B marketer or founder navigating the jump from early traction to scalable growth.

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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/

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

00:00 The counter-intuitive truth: Sales & marketing can be self-funding

01:00 Meet Allen Zhu (EVP): founder → PM → investor

03:00 Early ventures, lessons from agency → apps → D2C

06:30 From Citi to Freelancer to EVP: why B2B SaaS

09:30 What EVP does at Series A (and how they partner)

12:00 The #1 scaling mistake: skipping segmentation

15:10 Case study: Nexl’s segmentation unlock (who, where, and why)

19:40 Why SDR “spray & pray” fails in small total addressable lists

22:10 Invest in S&M early: the “self-funding” window explained

24:30 Measuring what matters when attribution gets messy

29:30 Product expansion playbook: follow the workflow, follow the money

33:30 Moats 101 for SaaS: switching costs, data, and process power

37:30 Selling enterprise: pre-boarding ROI to win the room

42:30 Timing outreach with public contract intel (governments)

46:30 Customer advocacy flywheel: advisory boards & reference power

53:00 Leading vs lagging: how EVP reads GTM progress

56:30 What “active partner” really means at Series A

58:30 Final takeaway: segmentation first, everything else follows

59:30 Where to find Allen & EVP

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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??)

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

S07 E200 - The B2B Playbook

#b2b #b2bmarketing #b2bsaas #gotomarket #seriesA #evpventures #demandgeneration

We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.

Tune in and learn:

+ How to leverage partners and influencers to exponentially grow your webinar audience

+ The 6-step registration process that captures crucial lead data and drives conversions

+ Post-webinar strategies that turn no-shows into demo bookings and sales opportunities

This episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!

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

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

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

00:00 The Game-Changing Webinar Strategy You've Been Missing

02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle

04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance

07:09 Leveraging Partners and Influencers for Massive Webinar Growth

11:37 The 6-Step Registration Process That Drives Results

16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars

21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion

26:29 Post-Webinar Strategies That Turn Attendees into Customers

31:30 The Power of Problem Awareness in Demand Capture

37:10 Automating Follow-Ups: Balancing Efficiency and Personalization

41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool

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

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

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

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

S06 E151 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #webinar

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

We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up.

Joey shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn’t the shortcut you think it is.

Tune in and learn:

+ A practical B2B outbound strategy built on conversations and 6 disposition buckets

+ Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it)

+ Why pipeline coverage and meeting quotas mislead teams, and what to measure instead

This is a must-watch if you’re a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals.

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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/

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

00:00 Why today’s outbound is breaking trust

01:34 Joey Gilkey on Titan X and the “phone intent” wedge

02:58 The 25% connect-rate play and why conversations matter

04:30 How the SDR-AE split eroded buyer trust

06:05 Cheap headcount, costly model: the real flaw

08:36 What APAC got right: senior sellers and CS roots

10:28 Market validation beats MQLs every time

12:44 VC incentives and the sales industrial complex

13:58 Joey’s reversal: paying SDRs to have conversations

15:42 Long-cycle selling lessons that fix short-term thinking

18:32 Buckets, not bookings: 6 dispositions that run your follow up

21:05 Full-cycle AEs vs modern roles – what actually works

27:10 Audience activation: VSL + phone + SMS that scales trust

32:33 Opt-in texting, pixeling, and smarter retargeting

34:52 Make marketing useful: capture commercial intel, not contacts

36:55 Pipeline coverage is a vanity metric without context

38:28 Phone intel powering LinkedIn ads and account timing

40:28 Why “buyer intent” data misses the mark

45:35 PE firms are cutting SDRs – what to run toward instead

52:57 Retraining SDRs is easy. Leaders are the bottleneck

55:40 Final take: value conversations, not meetings

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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??)

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E199 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.

We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.

This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.

You’ll learn how to:

+ Map your LinkedIn content to the five stages of awareness

+ Use thought leadership marketing to build trust at scale

+ Combine paid media and outbound to unlock high-intent conversations

Watch this if you:

+ Want a scalable way to generate demand on LinkedIn

+ Need a better B2B LinkedIn ad strategy that drives revenue

+ Are trying to get in front of ideal customers with zero brand awareness

We show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.

This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.

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🔗 Links + CTAs

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

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

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

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

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

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

SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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

02:20 What Are LinkedIn Thought Leadership Ads?

03:40 Proof It Works: Real $10K/Month Deal From These Ads

05:00 Why Most Thought Leadership Ad Campaigns Fail

07:00 Boosting Posts ≠ Strategy: The Common Mistake

09:00 The 3-Month Trust-Building Window (Case Study Insight)

11:00 You Need This Before You Run Any LinkedIn Ads

12:40 Our Full Demand Gen Framework Behind These Ads

14:20 Mapping Ads To The 5 Stages of Awareness

16:00 Unaware to Most Aware: The Buyer Journey Blueprint

18:00 How to Create a Thought Leadership Content Matrix

20:00 Cold vs Warm Audiences: What Content to Serve

21:40 How We Target & Build Audiences That Convert

23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You

24:40 Our Secret Ad Sequencing Hack That Lowers Costs

27:00 Real Client Wins: Social Proof You Can Copy

29:00 When To Combine Ads With Sales for Bigger Wins

30:40 The KPIs That Actually Matter (And What to Ignore)

34:00 Final Thoughts & Where To Learn More

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

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

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

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

S07 E179 - The B2B Playbook

#LinkedInAds #B2BMarketing #ThoughtLeadership #DemandGen #TheB2BPlaybook #B2BLeadGen #LinkedInStrategy

If your marketing budget keeps getting cut or ignored, it’s not you—it’s the model.

In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a balanced brand + demand mix that compounds.

We share the path we use with our 5 BEs framework—start lean and organic, prove the message, then use paid to amplify. You’ll hear realistic ROI guardrails, when to rebalance spend, and how category (established vs new) should change your split.

Tune in and learn:

+ How to avoid the top-down and bottom-up budget traps

+ The “validate, then amplify” approach that saves cash and increases impact

+ ROI ranges and a stepwise shift from BOFU to demand + brand

If you’re a B2B marketer in a small team, this is the clearest way to plan and defend your budget—and actually deliver revenue impact.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 The B2B Budgeting Problem No One Solves Clearly

00:27 Who We Help: Small Teams, Big Revenue Goals

01:05 The 5 BEs Framework in 60 Seconds

02:30 Why Budgeting Is So Hard (Variables You Can’t Ignore)

03:45 The Trap: Overcommitting to Channels Having “Their Moment”

04:38 Top-Down Budgeting: Looks Great on a Slide, Breaks in Reality

06:05 The 95:5 Rule vs “Just Spend More on BOFU”

07:18 Bottom-Up Budgeting: Sensible… Until Leadership Says “Bigger”

09:45 Our Recommendation: Start Lean, Prove It Organically

11:30 Validate PMF & Messaging Before You Buy Reach

12:40 Paid = Amplification Once the Message Works

13:40 Evolving the Mix: From BOFU-Heavy to Balanced Demand

15:05 Setting ROI Targets You Can Defend (and Reinvesting)

16:45 Category Matters: Established vs New (Webjet vs Uber)

18:50 Build Mental Availability to Lower Future CAC

20:40 Key Takeaways & Your Next Budget Moves

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E198 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

We break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.

Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circles that turn casual users into passionate advocates and ambassadors.

We show you how to:

+ Make community a core growth engine (not a side-channel)

+ Design onboarding and programming that build habit

+ Use contribution, access, and recognition to scale advocacy

If you’re a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 Community-Led Growth: Your Unfair Distribution Advantage

01:00 Why Brands Are Now Conversations (You Can’t Control Them)

02:45 TL;DR Framework: From Clarity → Contribution → Advocacy

04:15 The Five Ps Of Community-Led Growth

06:00 Identity → Connectedness → Growth Formula

08:00 Make Community Core To Value Creation

10:00 Community-Led Growth x Business Model Canvas

12:15 Jobs-To-Be-Done For Community-Led Growth

14:30 B2B Examples: From CRM To Better Sellers

16:20 Lighthouse → Port → City: How Communities Grow

19:00 The First 21 Days: Onboarding That Sticks

21:15 Programming That Brings People Back

23:00 Turning Users Into Contributors

25:10 Advocates vs Ambassadors In Community-Led Growth

27:20 Closeness Circles: Reward With Access

30:00 The Taylor Swift Playbook (For B2B Communities)

32:10 Journey & Lifecycle: 1500:150:15 Ratios

35:00 Pitfalls To Avoid In Community-Led Growth

37:10 Make It A System: Track, Reward, Iterate

39:30 Q&A: Communities Beyond Customers

43:00 Q&A: Where To Start – Existing vs New Customers

46:00 Q&A: Virality & Chapters In Community-Led Growth

50:00 Q&A: When Is It Too Early To Start?

53:00 Wrap: Community As A Value Engine

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E197 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.

We unpack how to work backwards from revenue goals, align Sales, Marketing and CS around market validations, and build compounding demand with brand and partners.

Tune in and learn:

+ The 10-line economic model behind a scalable B2B revenue engine

+ How to replace MQLs with market validations and fix SDR incentives

+ Ecosystem activation plays that compound trust and pipeline

If you’re a B2B marketer in a small team, this is a must-watch. It’s practical, numbers-first, and shows how to turn brand, SDRs, inbound, and partners into one working B2B revenue engine.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 Scaling from traction to a real revenue engine

01:00 Meet Paul Perrett (Firmable CEO) + Adem Manderovic

03:00 What Firmable does and the CEO’s many hats

05:20 Modelling $2M to $10M ARR with a 10-line engine

09:30 Three demand channels: SDR, inbound, partners

12:20 Cataloguing vs predictable revenue: the missing metric

18:50 Why incentives break SDRs (and how to fix them)

22:00 Ecosystem activation and compounding demand

26:40 Brand, trust, and the founder-led play

33:00 Selling brand and long-term plays to boards & CFOs

42:00 The bets Firmable is making to reach $10M ARR

49:40 Signals, SEA expansion, and the myths of Aussie SaaS

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E195 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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

Inside the program, you’ll get:

• On-demand materials you can work through in your own time
• 6x live Q&A sessions with George to get your questions answered and stay accountable
• A proven framework trusted by marketers in both SaaS and services

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

Allister Hamilton used it to triple his pipeline in services.

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

👉 Register now before doors close Friday, 29 August: https://theb2bplaybook.com/demand-generation-course

Thinking about joining a demand generation course—but not sure if it’s worth your time?

We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth.

Allister shares:

+ Why he picked this program over other courses (including how it's different to Ritson’s Mini MBA)

+ How he got sales to actually use their content

+ The exact results they saw (3x more prospect meetings, 200% LinkedIn lift, +75% attributed pipeline)

Tune in and learn:

+ How to build a demand gen engine with a small team

+ A practical content system that aligns sales and marketing

+ What to expect when you join The B2B Incubator

If you're serious about levelling up your skills, aligning your team, and finally seeing results from your content—this episode is for you.

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

🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 Demand Gen Course Review: Real Feedback from a Head of Marketing

00:44 The Problem: Content That Doesn’t Drive Pipeline

01:53 Why I Chose The B2B Incubator Over Other Courses

02:50 Hands-On vs Theory: How It Compares to Ritson’s Mini MBA

04:30 From B2C to B2B: Plugging My Skill Gaps

05:40 The Mindset Shift: From Sales Support to Strategic Partner

07:00 Learning to Build a Content Engine with Limited Resources

08:00 Our Strategy: Pillar Content on Steroids

09:02 How We Got Sales to Use Our Marketing Content

09:40 The Power of Single-Minded Content

10:40 Aligning Content to Personas (and Why It Worked)

11:30 The Impact on Sales Conversations

12:00 Tangible Results: 3x More Prospect Meetings

13:00 200% LinkedIn Engagement Lift

13:50 Website Dwell Time Up 80%

14:30 $ Attributable Pipeline: +75% YoY

15:05 The Confidence Shift: Why I’d Do It Again

16:10 Making Time for the Program in a Small Team

17:05 Should You Bring Your Team Into the Program Too?

17:42 Final Verdict: Is It Worth It?

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E195 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.

We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.

Tune in and learn:

+ Why most GTM teams are misaligned – and the root cause

+ How to capture first-party market intelligence that makes marketing commercially viable

+ The step-by-step framework for aligning sales, marketing, and customer success

This is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.

Want access to the GTM Map that's blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-school

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🔗 Links + CTAs

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

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

🔗Want access to our GTM Map? Register for our next webinar at https://theb2bplaybook.com/cro-school

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

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

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

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

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

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

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

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

00:00 Welcome to The Circuit: Why GTM Misfires Happen

01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines

03:40 Why Sales & Marketing Misalignment Costs You Revenue

05:50 The Predictable Revenue Problem No One Talks About

08:15 How Team Incentives Broke the GTM System

10:30 The Fallout: Low-Quality Meetings & Rising CAC

13:20 Marketing’s MQL Trap – and How to Escape It

15:40 Why Traditional Sales Methodologies Aren’t Enough

18:00 The Real Cost of Sales Overpromising & CS Under-delivering

21:00 Old Principles, Modern Twist: The Case for Cataloging

24:10 Step 1: How BDMs Capture First-Party Intent

28:30 Step 2: Turning Catalog Data into Marketing Firepower

32:20 Step 3: Live Quoting Days & Seamless Handoffs

36:00 Step 4: Customer Success as a Growth Engine

39:20 The Circuit vs Predictable Revenue – Side-by-Side

42:00 Why Cataloging Builds Long-Term Alignment

45:10 Real-World Wins: From Stalled Deals to Biggest Ever

48:20 How to Pilot This Framework in Your Organisation

51:00 Next Steps: CRO School, Health Checks & Roundtables

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S07 E194 - The B2B Playbook

#b2b #b2bmarketing #revenue #revenuealignment #salesandmarketing #sales

We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.

The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.

Tune in and learn:

+ How to define your next best market

+ How to reposition your business to make it a 'no brainer' for future customers

+ How to prioritize your next targets by cataloguing the market

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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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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00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine

01:28 Why Understanding Your Best Market is Crucial for Success

03:41 The Four-Step Process to Drive Better Commercial Outcomes

05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule

08:40 Step 2: Deep Dive into Customer Understanding

11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients

13:50 The Power of Direct Customer Interviews vs. Data Analysis

16:20 Step 3: Updating Your Positioning and Messaging

17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales

20:20 The Benefits of Building Relationships Through Market Research

22:08 Wrapping Up: The Foundation for a Successful Growth Engine

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S06 E145 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

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

We dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.

In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.

Tune in and learn:

+ Why the 5 Bs Framework is a game-changer for B2B marketers.

+ How to create a scalable demand generation strategy.

+ Real results from marketers who took this journey.

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

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

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

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

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

00:00 Welcome to the B2B Incubator

02:00 Who is This Program For?

04:00 Common Challenges in B2B Marketing

06:00 The Three Key Shifts for Demand Generation

08:00 Why the B2B Incubator Works

10:00 The 5 Bs Framework Explained

12:00 Consistency is Key in Demand Generation

14:00 Overview of the Program Structure

16:00 The Templates and Tools You'll Use

18:00 Career Benefits of the Program

20:00 Real Success Stories from Alumni

22:00 FAQ: Common Program Questions

24:00 How to Secure Buy-in for the Program

25:30 Next Steps to Join the B2B Incubator

26:40 Final Cohort Info

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Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.

In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.

Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.

Tune in and learn:

+ The 6 most common B2B positioning mistakes (with real examples)

+ Why your homepage is the best place to anchor positioning

+ How to craft a clear, credible message your team can align around

If you’ve ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 Why Positioning Matters More Than You Think

01:10 Homepage as a Strategic Anchor for Positioning

02:38 Positioning 101: Why You Can’t Be Everything for Everyone

03:15 Common Mistake #1: Making Up a New Product Category

05:49 Common Mistake #2: Pretending You’re More Than You Are

07:52 Common Mistake #3: Positioning Around Revenue Outcomes

10:51 Common Mistake #4: Leading with AI as Your Differentiator

12:55 Common Mistake #5: Targeting Too Many Audiences

14:35 Why Brand Slogans Fail When Strategy Is Missing

16:50 The Four Essential Positioning Questions

18:40 Why You Can’t A/B Test Your Way to a Position

20:20 Category vs Use Case Positioning Explained

23:35 Figma vs Calendly: Two Positioning Approaches

26:40 How to Find the Right Level of Use Case Specificity

27:50 Segmenting Your Market: 4 Ways That Actually Help

30:00 Building Your Positioning Canvas Step-by-Step

31:30 What Does Your Product Replace? Competitive Alternatives

32:50 How Market Maturity Impacts Positioning Strategy

34:00 Differentiation: Binary vs Degree-Based Examples

36:30 Why Your Homepage Needs to Reflect Your Position

39:00 Fletch PMM’s Own Positioning Strategy (Behind the Scenes)

41:00 Bringing Positioning Into Sales, GTM, and Investor Decks

42:20 Q&A: Positioning for Horizontal Products

43:35 How to Use Use Cases to Stay Focused

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E192 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.

In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.

Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable.

Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.

Tune in and learn:

+ Why MQLs are based on “fantasy intent” — and what to track instead

+ How to replace lead gen with real account intelligence

+ What sales, marketing, and CS need to align on to win deals (and renew them)

If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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00:00 Why MQLs Are a Lie We Keep Telling Ourselves

02:10 Sales and Marketing Broke Each Other

04:00 How Martech Incentivised the Wrong Behaviours

06:00 The Rise of GTM Engineers (and Why It’s Dangerous)

07:30 What Sales Used to Measure vs. Today’s Mess

09:00 From Carrying the Bag to Calling the Bluff

12:00 Brand Still Matters More Than Martech Tells You

15:00 Why “Create Demand” is the Wrong Idea

17:00 The Real GTM Fix: Start With Account Intelligence

19:30 Cataloguing the Market: The Mid-Market Hosting Playbook

23:00 A Real Example of ABM Done Right

26:00 The Problem With ABM Without ABS

28:00 Make Marketing the Wingman, Not the Hero

30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent

33:00 Micro-Events That Actually Move Pipeline

36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile

39:00 Don’t Waste Sales Time on Unwinnable Deals

41:00 Sales Looks Right to Left, Marketing Left to Right

44:00 Closed Lost Isn’t the End—It’s an Opportunity

47:00 When CS Is Set Up to Fail From the Start

50:00 Reactivating Lost Deals With Class

54:00 The Real Reason So Many GTM Systems Fail

57:00 How PE and VC Killed Long-Term Thinking

1:00:00 The Problem With Building to Sell, Not to Last

1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs

1:06:00 The Pyramid of Beliefs, Values, and Actions

1:09:00 How to Convince the C-Suite to Change GTM

1:12:00 Final Thoughts: This Isn’t Just a Sales Problem

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

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

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

Get the:

🔹 strategy

🔹 templates

🔹 tools

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

See why other B2B marketers like you love The B2B Incubator

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

S07 E191 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google’s AI Overview.

You’ll hear the exact tactics small teams can use to out-manoeuvre enterprise giants: think listicle “cheat codes”, brand-mention campaigns, and Reddit seeding that LLMs love.

Tune in and learn:

+ Zero-click search - why clicks are disappearing and how to adapt

+ Brand mentions are better than backlinks - the new authority signal LLMs crave

+ 90-day sprint - ship pages, listicles and PR faster than big brands

This episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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

00:00 AI vs SEO: Why This Matters Now

01:40 The Biggest Search Shake-Up in 10 Years

03:10 Enter the Zero-Click Era

04:35 Is Google Still Worth Chasing?

06:20 Should You Stop “Traditional” SEO?

08:05 How to Optimise for LLM Search

09:55 Solution-Aware Content That Wins

11:25 LLMs Don’t Rank Pages—They Chunk Them

13:05 Brand Mentions: The New Backlink

15:40 Listicles: Your AI Cheat Code

18:20 Build Detailed Use-Case Pages Fast

21:05 Early-Mover Advantage (Act Now)

23:30 Reddit & Quora: Secret SEO Weapons

26:10 Tracking the Un-Trackable in AI Search

29:55 The 90-Day Playbook to Beat Giants

33:35 Speed & Experimentation = Moat

40:10 Creative Tactics + Close

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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 E190 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas #seo #AISEO

Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.

Tune in and learn:

+ The “earn the right” test Leslie uses before every email or call

+ How to rebuild SDR metrics around market validations - fast

+ Why AI tools like Clay help only when you start with real buyer insight

This episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).

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🔗 Links + CTAs

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

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

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

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

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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 Outbound Playbooks Still Stuck in 2011

04:00 Leslie’s Mission – Make Sales Respected Again

08:00 “Earn the Right” – Trust Before Tactics

12:00 Why Most Outbound Emails Flop

16:00 Attribution Wars & Broken GTM Alignment

20:00 Enterprise Buying Lessons on Repeatability

24:00 The SDR Industrial Complex Exposed

28:00 Relevance vs Personalization – Hard Stop

32:00 AI & Clay: Shiny Objects or Real Help?

36:00 You Can’t Automate Trust – Shortcut Myth

40:00 Growth-Hack Tactics That Kill Pipeline

44:00 Fixing SDR Metrics with Market Validation

48:00 Timing, MQLs & Sales-Marketing Unity

52:00 Hard Questions, Tonality & Buyer Respect

56:00 Key Takeaways & Where to Find Leslie

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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 E189 - The B2B Playbook

#b2b #b2bmarketing #sales #outbound #SDR

In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions.

We’ll show you how to build a strong point of view, map it to your buyer’s journey, and use thought leadership ads to hit the 95% of the market that isn’t ready to buy… yet.

Tune in and learn:

+ The 3 questions every POV must answer to resonate

+ Why most marketers fail at thought leadership (and how to fix it)

+ Our exact LinkedIn Ads system for turning content into pipeline

This episode is a must-watch if you want to move beyond vanity metrics and make your brand the one buyers remember when they’re ready to act.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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00:00 How Thought Leadership Actually Builds Pipeline

02:00 The 5 Bs Framework Recap

04:00 Why Thought Leadership Often Fails

06:00 The 3 Questions to Shape Your POV

08:00 Using LinkedIn Ads to Amplify Trust

10:00 Mapping Content to the Buyer Journey

12:00 Why Subject Matter Experts Must Lead

14:00 The Real Goal: Being Remembered at Purchase Time

16:00 The Ogilvy Method for Ads that Educate & Convert

18:00 How to Measure Thought Leadership Ads

20:00 A Proven Framework for LinkedIn Thought Ads

22:00 Patagonia: B2C Thought Leadership Masterclass

24:00 How Patagonia Drives Profit Through POV

26:00 B2B Example: Rivet’s Framework for Labor Ops

28:00 Final Takeaways: Thought Leadership That Works

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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 E188 - The B2B Playbook

#b2bmarketing #demandgeneration #b2b #digitalmarketing

#b2bsaas #thoughtleadership #linkedinads

But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.

Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.

Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.

Here’s what we cover in this episode:

+ Why most sales development strategies fail before the first call

+ The power of cataloguing accounts (and why it's better than intent data)

+ How to build outbound systems that don’t collapse when your SDR quits

+ What real Sales and Marketing alignment looks like

Tune in and learn:

+ Why timing is a weak signal (and what to track instead)

+ How cataloguing transforms your outreach strategy

+ What great commercial architecture actually looks like

This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale, and wants a better way to reach your market.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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00:00 The Professor of Prospecting: Who Is Shawn Sease?

04:18 Why B2B Outbound Is Broken

07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be

11:12 The Real Job of SDRs Today

14:40 Why Buyers Aren’t Listening to You Anymore

17:55 How to Build Trust Instead of Noise

21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?

24:46 Cataloguing: The Secret to Smarter Outreach

28:05 Feedback Loops That Actually Align Sales and Marketing

31:36 Why "Booked Meetings" Are a Broken Metric

35:14 The Role of Customer Success in Sales Development

38:46 Outbound Needs a System—Not Just a Script

42:33 Stop Chasing Timing—Start Building Permission

46:10 What Good Commercial Architecture Looks Like

49:22 The Future of Prospecting: What's Coming Next

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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 E187 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing

#b2bsaas #salesdevelopment #sdstrategy

This episode, we break down how to get out of that cycle – without dropping results.

We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.

Here’s what we cover in this episode:

+ Why most marketers default to the short term (and how to break the habit)

+ The truth about diminishing returns in performance marketing

+ The role brand plays in lowering CAC and increasing sales velocity

+ How to map every activity to a stage of awareness using a unified framework

Tune in and learn:

+ Why only 5% of your market is ready to buy – and what to do with the other 95%

+ How brand building actually impacts the short term too

+ How to balance your marketing budget (even on limited resources)

This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.

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🔗 Links + CTAs

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

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

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

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

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

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

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

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

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

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00:00 Brand vs Demand: The B2B Tug of War

02:55 Why Short-Term Wins Can Hurt Long-Term Growth

05:10 The Real Cost of Chasing MQLs

07:00 Diminishing Returns in Performance Marketing

08:45 Why B2B Brands Burn Out Too Fast

10:15 The Hidden Power of Brand Building

11:45 Brand vs Activation: Know the Difference

13:05 The 5 Stages of Awareness Explained

14:55 Mapping Content to Awareness Stages

16:30 Balancing Brand & Demand on a Budget

18:00 What 60/40 Really Means for B2B Marketers

19:35 How to Allocate Budget With Limited Resources

20:55 Avoiding the 'Do It All' Marketing Trap

22:05 Final Thoughts: Build for Now AND the Future

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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 E186 - The B2B Playbook

#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy

Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.

But that’s not how today’s buyer wants to buy.