Show overview
The B2B Playbook has been publishing since 2021, and across the 5 years since has built a catalogue of 258 episodes, alongside 1 trailer or bonus episode. That works out to roughly 180 hours of audio in total. Releases follow a weekly cadence, with the show now in its 8th season.
Episodes typically run thirty-five to sixty minutes — most land between 30 min and 53 min — though episode length varies meaningfully from one episode to the next. It is catalogued as a EN-language Business show.
The show is actively publishing — the most recent episode landed earlier today, with 30 episodes already out so far this year. Published by Kevin Chen & George Coudounaris.
From the publisher
Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to. We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry. If you’re in a B2B business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/ Want more? Check out our weekly articles on https://theb2bplaybook.com/ Remember, with the right plan, anyone can grow their business online!
Latest Episodes
View all 258 episodes#243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026)
#242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework)
#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)
#240: How to Define & Nail Your Ideal Customers in B2B (Be Ready - Stage 1 of the 5 BEs Framework)
#239: B2B Go To Market Strategy: Why Your Lead Gen Is Broken (and how to use the 5 BEs Framework)
#238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad)
#237: How to Master B2B Marketing & Demand Generation in 2026 and 2027
#236: SEO & AEO Strategy to Drive Pipeline in 90 Days - Sam Dunning
#235: Why Your B2B marketing Measurement Is Broken and can A.I. help?
#234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams
#233: Attribution in B2B - Why It's Broken (And How To Fix It)
#232: The Secret to Crushing Demand Gen in 2026 and Beyond
#231: YouTube Masterclass for B2B Businesses (2026)
#230: Revenue Enablement Masterclass Based on 20 Years in Tech
#229: B2B Marketing: How to Measure Brand the RIGHT Way
#228: Demand Generation vs Lead Generation (Why Most Teams Get It Wrong) Plus 2026 demand gen strategy
#227: AEO vs SEO: How AI Search is Changing B2B Marketing
#226: Why Most B2B Sales & Marketing Methodologies Fail (And What Architecture-First Selling Looks Like Instead)
S8 Ep 12#225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?
Is Account-Based Marketing Worth It? (Most Teams Get This Wrong)Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it?In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start.We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “cataloguing the market” is the missing piece most teams ignore.Tune in and learn:When ABM actually works (and when it doesn’t)Why most teams waste money targeting the wrong accountsHow to use cataloguing to stop guessing and start closingIf 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/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/00:00 Why Everyone Is Talking About ABM (But Few Get It Right)00:35 The Big Question: Should You Even Do ABM?01:10 Why Most B2B Marketing Still Feels Like “Spray and Pray”01:30 The Hidden Truth: ABM = Disciplined Go-To-Market02:00 Why Weak Targeting Kills Your Positioning02:30 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 ABM05:00 Step 1: Define Your Objective06:00 Why Most Teams Skip Proper Target Lists07:00 The ICP Trap08:00 When Your TAM Is Too Small for Paid Ads09:00 The Real ABM Filter: Deal Size10:00 Why ABM Fails for Low-Value Products11:00 Step 2: The Missing Piece – Cataloguing12:00 Why Marketing Can’t Guess Who’s In-Market13:00 The 95/5 Reality14:00 The Contract Problem That Kills Deals15:00 Real Example: Why Campaigns Fail16:00 How Cataloguing Changes Everything17:00 Why Your TAM Might Be Wrong18:00 Step 3: Not Everything Should Be ABM19:00 Running ABM + Broad Marketing Together20:00 Enterprise vs SME21:00 Why Over-Personalised Ads Don’t Work22:00 What Actually Works: Real Conversations23:00 The Problem With AI Personalisation24:00 Why Buyers Don’t Share Pain Publicly25:00 The Final Answer: Is ABM Worth It?26:00 The 3 Rules for Deciding27:00 Final Takeaways👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue for your company (so sales and your boss love you)?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E2255 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #accountbasedmarketing
S8 Ep 11#224: Adding $2mill revenue with LinkedIn Ads (step-by-step how-to)
Most B2B marketers run LinkedIn ads… but never turn them into real pipeline.In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a month in just 22 months.💼 Need help running your own LinkedIn Ads? https://theb2bplaybook.com/linkedin-ads-agency I cover ICP targeting, Thought Leadership Ads, scaling beyond the founder's personal brand, and the feedback loops that keep the whole thing growing.If you are a B2B founder or marketer trying to figure out how to use LinkedIn Ads to stay top of mind with the right buyers and actually turn that into booked calls and revenue, this video is for you.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Ads? https://theb2bplaybook.com/linkedin-ads-agency 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ -----------------------------------------------------Timestamps:00:00 How LinkedIn Ads Helped Scale to $185K/Month01:30 Step 1: Get Brutally Clear on Your ICP04:00 Step 2: Using Thought Leadership Ads to Grow09:30 Step 3: Scaling Beyond the Founder Brand12:00 Step 4: Optimisation & Feedback Loops14:10 Step 5: Most Buyers Aren’t Ready Yet-----------------------------------------------------S08 E224 - The B2B Playbook#b2bmarketing #demandgeneration #linkedinads #linkedinthoughtleadership #linkedinadsagency