The B2B Playbook

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

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

In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026.We cover:→ The background behind OpenAI's push into advertising and why they're starting with B2C→ Why ChatGPT ads are unlikely to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-focused formats)→ How buyer discovery is shifting from search + social toward AI assistants→ Our 3-point framework (based on the Five B's) to prepare your B2B marketing for the age of LLMsIf you are a B2B founder or marketer wondering whether you should be spending on ChatGPT ads, or trying to figure out how to get your brand surfaced in AI-driven search results, this episode is for you.Tune in and learn:✅ Why the fundamentals of trust-building and demand gen matter more than ever✅ How to tighten your ICP messaging so LLMs actually surface your brand✅ The content and distribution strategies that build organic visibility in ChatGPT✅ How to set up measurement and UTM practices now so you're ready when B2B ads do arrive-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program:https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School:https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads?https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------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 - Intro01:40 - What's happening with ChatGPT ads03:54 - Does AI make the Five B's Framework obsolete?07:06 - Why ChatGPT ads won't help B2B marketers yet13:49 - B2C vs B2B: Why OpenAI is targeting consumers first15:49 - The Five B's still stand the test of time16:00 - 3-point framework to prepare for ChatGPT ads16:08 - Step 1: Be Ready - tighten your ICP and messaging19:27 - Why LLM context makes ICP clarity even more critical20:42 - Step 2: Be Helpful - build trust with content at scale23:46 - Growth is about people, not platforms24:31 - Step 3: Be Seen - measurement, distribution, and experimentation 27:41 - Practical action points and repurposing strategy30:00 - Key takeaways and recap31:17 - OutroS08 E222 - The B2B Playbook#chatgpt #b2bmarketing #chatgptads

If you're competing against companies with massive marketing budgets, paid ads alone won’t win.In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels.In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them.So Alex took a different path.Instead of competing directly, he built partnerships with associations and corporations to distribute pet insurance to their employees and members.We break down exactly how the B2B2C strategy works, how to land partnerships, and how to activate them so they actually generate revenue.Tune in and learn:+ Why competing head-on in B2C markets is often a losing game+ How to use partnerships as a distribution channel+ The activation tactics that turn partnerships into real revenueIf you're a founder or marketer trying to grow in a competitive category, this episode will change how you think about distribution.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Small Brands Lose in Paid Acquisition00:35 Competing Against Big Insurance Brands02:00 Why Alex Started PetsOnMe03:30 The Hidden Monopoly in Pet Insurance05:30 Why B2C Marketing Was Impossible to Win07:00 The Real Cost Advantage Big Brands Have09:00 The Pivot: Discovering the B2B2C Marketing Strategy10:00 What B2B2C Looks Like in Practice12:50 Turning Pet Insurance Into an Employee Benefit15:00 Finding the Right Corporate Partners17:00 Why Signing the Partnership Is Only 10% of the Work19:00 The Key to Getting HR Managers Interested20:50 The Fitness First Example of B2B2C Growth22:00 How to Stay Top of Mind With Corporate Partners24:00 The 3-Way Win That Makes B2B2C Work26:00 The Due Diligence Corporates Will Do On You28:00 Activating Members After the Partnership Is Signed29:00 Creative Activation: The Cutest Dog Competition31:00 Why Data Is Harder in B2B2C Partnerships33:00 Using Events and Talks to Drive Signups35:00 Why Face-to-Face Still Converts Best36:30 Personalised Marketing That Converts39:00 Managing 70+ Partnerships Without Chaos40:00 When to Kill a Partnership Quickly42:00 The Most Important Rule in B2B2C Partnerships-----------------------------------------------------👥 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 E222 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2b2c #partnerships

If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business.This isn’t theory. It’s a practical framework for small teams trying to prove brand works.We unpack:- Why brand keeps losing to performance- Why “consideration” is usually measured wrong- How to use Category Entry Points (CEPs)- The 95:5 rule explained simply- And how to measure mental availability without a massive budgetTune 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 engineIf you’re in a B2B team trying to punch above your weight, this is mandatory viewing.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Keeps Losing Budget in B2B02:10 Brand vs Performance: Vibes vs System04:00 Why Finance Doesn’t Fund “Brand”07:10 The Science Behind How Brands Actually Grow10:00 Brand = Memory (Not Campaigns)12:30 Why Loyalty & Word of Mouth Don’t Drive Growth14:00 What Are Category Entry Points (CEPs)?17:00 Why Small Brands Grow Slower20:30 How to Measure Brand Properly in B2B25:00 Breaking Consideration Into 3 Metrics30:00 Measuring Brand Without a Big Budget31:40 The 95:5 Rule Explained34:00 Brand Lift vs Vanity Metrics36:00 Brand & Performance Aren’t Enemies37:40 What Brand Teams Should Report41:10 Protecting Consistency43:00 The 3 Jobs of Brand Marketing44:50 How Small Teams Can Start Today-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 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 E221 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration

In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.We cover:Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership.If you are a B2B marketer or founder struggling with rising customer acquisition costs and want a more affordable, high-trust way to reach your ideal customers.Tune in and learn:- Why partnerships transfer trust from aligned brands to your audience- How overlapping ICPs make partnerships more effective than cold outreach- Why AI-generated content is making owned audiences even more valuable- The importance of executive buy-in and clear KPIs to make partnerships stick- Brian's #1 tip: don't go for the big fish first. Start with complementary, similarly-sized partners- The 4-step action framework: identify, shortlist (top 3–5), reach out, and go deep-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organization with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 – Why partnerships are a trust shortcut00:56 – Welcome to Season 8 (first in-person recording!)02:14 – The Five Bs Framework recap10:52 – Why noise is getting worse (and what to do about it)12:18 – The real-life analogy: partnerships as personal introductions14:24 – Rising paid media costs & the 14% CAC benchmark16:14 – How partnerships help share distribution costs18:08 – Why AI makes trust-based channels even more important20:04 – Key ingredients: overlapping ICP & give-and-get relationships24:22 – Getting executive buy-in & setting clear KPIs26:13 – The fastest way to kill a partnership29:14 – The 4-step action framework to get started this week-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 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 E220 - The B2B Playbook#b2b #partnerships #b2bmarketing

Revenue leaders don’t trust their pipeline anymore.In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now.We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour.This is a deep dive into revenue enablement strategy at the leadership level.We cover:+ Why buyers are frozen (FOBO from FOMO)+ The 2x2 coaching model every sales leader should use+ Why “software with a service” is the future of SaaS+ How behaviour, identity, and mindset drive real adoption+ Why you are your calendarIf 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 oversightIf you care about predictable revenue, commercial common sense, and long-term alignment – this one’s essential.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Revenue Leaders Are Losing Confidence in Their Forecast04:40 FOMO vs FOBO: Why Buyers Are Frozen08:10 Is Your Pipeline Fake?11:20 Revenue Retention Is Changing Sales Behaviour14:00 Why Commercial Handover Is Broken16:20 The Smash-and-Grab Sales Problem19:50 The 2x2 Coaching Framework22:30 Toxic High Performers25:00 What Good Behaviour Looks Like29:30 Why Training Fails31:00 The Kirkpatrick Model33:10 Specialisation in Sales Teams36:10 Thinking Like a Franchise Owner39:40 You Are Your Calendar42:10 Growth Mindset in Revenue Teams48:20 SaaS vs Software With a Service54:30 Crossing the Chasm01:00:10 Revenue Enablement Society01:04:00 The Art and Science of Leadership-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 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 E219 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #salesleadership #salesadvice #revenueenablement

Most B2B content looks polished. But almost none of it gets remembered.In this episode, we break down why humour isn’t a creative risk in B2B.It’s a strategic advantage.We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue.Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.We also unpack:+ Why most B2B brands confuse looking professional with being effective+ The science behind entertaining ads and higher conversion rates+ How to turn real customer pain points into memorable content+ Five practical frameworks to generate funny B2B ideas+ How to build a sitcom-style content series for your brand+ How to get CEO buy-in without calling it “comedy”Tune in and learn:+ Why humour works better than features in B2B+ How to create distinctive brand memory in a world of AI slop+ How to apply comedy without damaging credibilityIf you’re a B2B marketer trying to stand out, build trust, and stop blending in, this episode is essential.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Humour Is a Smart B2B Brand Strategy01:10 Why B2B Comedy Is Untapped02:00 AI vs Memorability03:20 Why Corporate Videos Fail04:10 The Video That Changed Everything06:00 From 234 Views to $300K07:00 The Showmanship Era08:10 Why B2B Content Gets Ignored09:10 Showmanship vs Salesmanship10:00 Turning Pain into Comedy11:30 The Data Behind Funny Ads13:00 Why Humour Isn’t Risky15:00 The Customer Is the Hero16:40 Comedy Frameworks20:20 Comedic Displacement23:20 Opposites in Comedy26:00 Metaphors That Work28:00 Parody and Associations31:40 Testing with Memes34:30 Sitcom-Style B2B Content36:50 Getting CEO Buy-In-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 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 E218 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #humourinmarketing #demandgeneration

Most small B2B teams know product marketing matters.Very few know how to make it work without specialists or big budgets.In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams.We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one.Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out.Tune in and learn:+ How product marketing really works in small B2B teams+ What product marketers should say no to (and when)+ Why pricing and positioning are inseparableIf you’re in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Product Marketing Breaks in Small Teams02:10 What Happens When No One Owns Product Marketing04:16 Product Marketing Explained05:23 The Medica Method07:46 Why Small Teams Can’t Pause Work09:11 Who Product Marketing Aligns With10:52 Executive Buy-In12:00 Net-New vs Expansion Growth14:15 Product Marketing Boundaries17:50 Fixing Sales Feedback Loops23:50 Why B2B Personas Fail29:50 Pricing as Product Marketing35:40 Showing Pricing on Your Website38:40 Taylor Swift Pricing Lessons42:30 Status Signalling in B2B46:00 Product Marketing as a Career-----------------------------------------------------👥 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 E217 - The B2B Playbook#b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket

Most B2B teams rely on founder energy – until it stops working.In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect.Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory.This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout.Tune in and learn:+ Why people buy from founders before they buy products+ How to scale founder content beyond personal reach+ Why Thought Leadership Ads work – and where they fall short+ How brand memory unlocks the next stage of growthIf 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.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why good content dies without distribution01:00 Why founders are the strongest distribution engine02:20 Meet Adam Holmgren and the Fibber story03:40 How B2B buyers actually make decisions05:00 Why SaaS competition forces founder-led marketing06:30 Posting before you even have a product07:50 How Adam launched with built-in trust09:00 The ceiling of founder-led growth10:30 Why founder reach eventually stalls11:45 The brand trust problem no one talks about13:00 Founder-led marketing is not enough14:10 Adam’s founder brand framework explained17:00 Using Thought Leader Ads to break out of your network18:40 Why Thought Leader Ads fail to build brand20:00 The Pink Lion and brand memory27:40 The four engines of growth-----------------------------------------------------👥 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 E216 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #founderled #thoughtleadership #linkedinads #linkedin

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or colours.It’s about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you’re selling to senior decision-makers and struggling to get attention, this episode shows why brand isn’t optional.It’s the door-opener. -----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Opens Doors Sales Can’t01:20 Why Enterprise Executives Ignore Marketing03:50 The Real Cost of Selling Software Internally06:10 Why Generic Messaging Fails08:20 The Hidden Risk Buyers See10:40 Why Features Don’t Convince13:10 Brand as Infrastructure15:30 Positioning Sweet Spot17:40 Why SaaS Positioning Sounds the Same19:50 Great vs Generic AI Examples21:50 Brand Personality as a Moat24:10 Archetypes That Differentiate26:10 Storytelling That Creates Order29:10 How Buyers Really Decide31:50 Island Brand Case Study36:40 Relevance That Resonates39:10 Thought Leadership That Pre-Sells40:40 Trust Signals That Shorten Sales Cycles43:00 Brand for Small Teams -----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E215 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #enterprisesales #demandgeneration

Most B2B content fails because it isn’t built on a strategy.In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten.We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue.We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust.Tune in and learn:+ Why most B2B content strategies fail+ How to anchor content to a clear point of view+ How to make your product the logical conclusion of your cIf you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Most B2B Content Fails00:31 What This B2B Content Strategy Framework Solves01:10 The 5 Bs Framework Explained02:00 Content for Content’s Sake Is the Real Issue03:10 The Pressure That Breaks B2B Content04:30 Why “Add Value” Isn’t a Strategy05:40 Engagement Without Memory Is Wasted06:10 Lead Gen vs Demand Gen Content07:10 Should You Chase High-Volume Topics?08:05 The 95% of Buyers Most Content Ignores09:20 What a Real Content Strategy Should Do10:00 Making Your Product the Logical Conclusion11:00 Why Random AI Content Breaks Strategy12:20 When Content Doesn’t Have to Sell13:30 The 3-Question POV Framework15:00 Challenging Broken B2B Assumptions16:30 Why Timing Matters to Your ICP17:30 Mapping POV to the 5 Stages of Awareness18:40 The One Rule Every B2B Content Strategy Needs19:10 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🔹 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-courseS07 E214 - The B2B Playbook#b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

Closed Circuit Selling: Why the Funnel Is Breaking Your GTMMost 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 conversationsIf 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 Reality01:00 Who’s Charles Needham (And Why He Thinks Like a Quant)04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database07:00 The Moment He Realised “Meetings Booked” Is a Trap09:10 Closed Loop Continuity vs Funnel Checklists11:40 What Silos Destroy: Feedback Loops That Never Make It Back14:10 CAC Payback Madness: When “Growth” Becomes Insanity17:10 The Conversations Model: Comp People for Learning, Not Meetings20:05 Predictable Revenue Misread: “Market Development” Got Lost21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist”28:10 The 2008 Analogy: Incentives Create Fragile Systems32:20 Intent Data Hot Take: “Or You Could Call Them”36:00 The Guitar Demo: What “Cataloguing” Really Means39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold41:45 Fixing the Root: Change Comp, or Nothing Changes48:10 Market Validation vs Cataloguing: The Language Problem56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon59:30 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E213 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

Why Sales &amp; Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J HughesMost 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 collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd 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 &amp; marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AIIf 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: &nbsp;&nbsp;&nbsp;/&nbsp;@theb2bplaybook&nbsp;&nbsp;📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why sales &amp; marketing broke01:02 Where misalignment actually began03:10 Why inbound intent pushes sellers into a red ocean06:20 How sales used to validate the market (and why it matters)08:45 The ICP framework sales &amp; marketing should share11:15 Turning sales discovery into marketing air cover13:55 How MQL targets fractured GTM17:20 Cataloguing: foundation of a modern revenue system20:05 Why frontline sales leadership is the weakest link23:40 When sales &amp; marketing target different lists27:05 When to run a sales-led vs marketing-led motion31:40 Talk to more of the market (not just in-market buyers)34:05 Why feature-selling kills deals38:35 RSVP vs BANT: a smarter way to qualify42:10 What CMOs actually respond to in outreach46:15 Adem’s journey to Closed Circuit Selling50:05 Tony’s research: AI, AGI &amp; the future of selling53:40 Why every seller becomes a cyborg55:05 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-gen...S07 E212 - The B2B Playbook#b2bgrowth #b2bmarketing #sales #salesleadership #revenuearchitecture <a href="https://www.youtube.com/hashtag/demandgeneration" rel="noopener...

The Simple 3-Step B2B Demand Generation Strategy for 2026🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-courseMost 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 maintainThis 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-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Simple 3-Step B2B Demand Generation Strategy for 202600:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen02:05 Updated: What Demand Generation Really Is in 202603:40 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 Buyers11:05 Shaping Future Demand vs Capturing In-Market Demand11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content14:05 Why Early-Stage Content Makes Capture More Efficient16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity)18:50 Step 1 – Be Ready: Your 80/20 ICP &amp; Segmentation Process22:00 Customer Interviews, Positioning &amp; Documented ICPs25:45 Mapping the Buying Journey Questions (5 Stages Applied)26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time29:20 Step 2 – Be Helpful: Building a Helpful Content Engine30:45 Case Study: Rivet’s “Construction Is Hard” Show31:55 Content Repurposing System for Small B2B Teams33:10 Capturing Subject Matter Experts Without Burning Them Out33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1)35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads36:20 What Changed From 2025? Why Cataloguing Is the Missing Piece36:55 How We Use Be Ready + Cataloguing at The B2B Playbook39:00 Our Repurposing Engine: From One Episode to a Full Content System40:10 Our Distribution Mix: LinkedIn Ads, YouTube, Newsletter &amp; Full Circle41:10 Key Takeaways: Your 2026 B2B Demand Gen Plan in 3 Steps42:05 Join The B2B Incubator &amp; 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🔹 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-courseS07 E211 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November. https://theb2bplaybook.com/demand-generation-course-decemberInside the program, you’ll get:On-demand materials you can work through in your own time3x live Q&amp;A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS and servicesAlison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.Allister Hamilton used it to triple his pipeline in services.If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

B2B Brand Marketing Strategy: How to Build Buyer Memory &amp; Measure ItMost 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 &amp; 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 seriouslyIf 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 &amp; why brand is Matt’s “favourite child”04:55 – The big mistake: defining brand by outputs, not memory07:20 – What a real B2B brand marketing strategy must achieve09:50 – Why buyer memory beats in-market optimisation12:40 – Category Entry Points: the triggers future buyers already use15:30 – How many CEPs to focus on (and why consistency wins)18:10 – Distinctiveness vs differentiation for B2B brand21:10 – Rebrands that destroy memory: Jaguar, Domino’s &amp; more24:40 – Channel mix for building memory efficiently28:00 – How to measure brand: ABLE &amp; responsible reach31:30 – Selling brand to your CFO without sounding fluffy35:10 – Small-team B2B brand playbook to beat bigger competitors38:40 – Mascots, characters &amp; distinctive brand assets in B2B42:20 – Why customer logos can sabotage your brand ads45:20 – The danger of chasing differentiation too early48:40 – How Asana applies evidence-based brand principles in practice52:30 – 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E210 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #b2bbrandmarketing #brandstrategy #categoryentrypoints #b2bmarketing #brandmeasurement#brandstrategy#categoryentrypoints#b2bmarketing#brandmeasurement

The 2026 B2B Content Strategy Most Marketers MissMost 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 actPerfect 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 Contractors02:40 Helpful Content That Talks Less About Product (But Sells More)03:45 The Crazy Pipeline Impact – And Your One-Job Challenge04:45 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E209 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #contentstrategy #contentmarketing

What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) &amp; Adem Manderovic (Closed Circuit Selling)Outbound sales is at a crossroads.Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever.So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question:What’s next for outbound sales?Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like. We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals.If you sell, market, or run a revenue team, this conversation will change how you think about outbound.Tune in and learn:+ Why Predictable Revenue was never meant to be a “meetings engine”+ How outbound broke – and how to rebuild it around market validation+ Why the future of outbound is more human, not more automatedIf 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 Misinterpreted03:00 Why Meetings Became the Wrong Metric05:00 Outbound as a Market Validation Engine08:00 Inbound vs Outbound: Why the Debate Won’t Die11:00 The Anxiety Economy: Overreacting vs Fixing GTM14:00 When Leaders Do More of What Doesn’t Work17:00 Relationship Systems: The Missing Link in Outbound20:00 The Most Underrated Outbound Move: Talk to People23:00 When Sales Stopped Validating Markets26:00 Adem’s Closed Circuit Selling: Timing &amp; Cataloguing29:00 Aligning Sales, Marketing &amp; CS Under a CRO32:00 Why AI Makes EQ and Creativity More Valuable36:00 Sales as a Communication Channel40:00 Intent Data vs Real Customer Conversations45:00 Aaron Ross’ New Books: Income Systems &amp; AI Selling50:00 Winners vs Losers in the AI Revenue Era53:00 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E208 - The B2B Playbook#b2b #b2bmarketing #outboundsales #predictablerevenue #salesstrategy #closedcircuitselling #demandgeneration

Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was.In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings.You’ll learn: + Why Predictable Revenue got misused as a meeting-engine, not a validation system+ How to catalogue your market to uncover real buying signals+ A simple way to align sales and marketing around timing and handoffsPerfect 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 Wrong01:14 Market Validation: The Fix for Outbound in 202603:12 How to Catalogue Accounts (Instead of Chasing Meetings)05:08 Why Timing Beats Pressure in Modern Outbound08:45 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E207 - The B2B Playbook#b2b #predictablerevenue #b2bmarketing #demandgeneration #outboundsales #theb2bplaybook #revenuearchitecture #croschool #collinstewart

Outbound sales has changed — and so has Predictable Revenue.In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond.We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You’ll hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success.Tune in and learn: + Why Predictable Revenue was never just about meetings+ How to rebuild outbound around timing, trust, and signals+ The 4-Funnel System that helps sales and marketing stay alignedIf 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 Way01:00 – How Predictable Revenue Changed SaaS Forever03:00 – The Untold Story: From Voltage CRM to Predictable Revenue06:00 – Cold Email in 2012: When 40% Reply Rates Were Normal09:00 – What Problem Predictable Revenue Was Really Built to Solve11:00 – The Email Revolution: How the Market Misread the Book14:00 – SDRs, Specialization &amp; the Original Intent Behind the Model17:00 – Why Outbound Broke: Misuse, Metrics, and “Growth-at-All-Costs”20:00 – From Prospecting to Market Validation: A Smarter Measure for 202623:00 – The Lazy SDR Problem – And How to Fix It with Better Habits26:00 – How to Replace “Closed Lost” with a Real Nurture System30:00 – Building the Four-Funnel System That Actually Works33:00 – Why CRMs Became a Nightmare – and How to Rebuild Them for Sales37:00 – AI, Clay &amp; n8n: The New Tech Stack Powering Smart Outbound41:00 – How Founders Can Build VC Lists &amp; Market Maps with AI44:00 – Humanic + Clay = Next-Gen Market Intelligence46:00 – Why Collin Shut Down Predictable Revenue’s Sales Floor50:00 – The Brutal Truth About Agency Models and Churn54:00 – Writing The Terrifying Art of Finding Customers57:00 – Product-Market Fit as the Real Multiplier of GTM Success1:00:00 – 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:🔹 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E206 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

Too many marketers treat intent data like X-ray vision – but it can’t actually tell you who’s ready to buy.In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing.You’ll learn: + Why intent scores create false positives (and how to spot them)+ How sales cataloguing captures true buyer signals+ The Signals → Catalogue → Feedback loop that aligns marketing and salesPerfect 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/-----------------------------------------------------00:00 Intent Data Lies: Why You’re Chasing Ghost Signals00:40 The CRM “Hot Lead” That Wasn’t – False Positives Explained01:20 Real Buyer Signals Start with Sales Cataloguing02:15 Map Tools, Contracts &amp; Decision Makers – Your Signal Checklist03:20 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E205 - The B2B Playbook#b2b #b2bmarketing #intentdata #buyersignals #demandgeneration #marketingtips #theb2bplaybook #midweekmusings

Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head.Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.”They explain how the Closed Circuit Selling framework replaces outdated outbound with validated, permission-based outreach that unites Sales, Marketing, and Customer Success under one rhythm.Tune in and learn:+ Why cataloging the market gives you timing signals that drive predictable growth+ The exact questions to validate fit, timing, and permission to follow up+ How to align Sales &amp; Marketing around validated accounts instead of vanity metricsIf 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/-----------------------------------------------------00:00 Why “Catalog the Market” Beats Chasing Meetings01:00 What CRO School Fixes That Sales Methods Miss02:10 Small Markets Force Better GTM (Sydney -- Texas)03:20 The Origin Story: From Little Black Book to System04:40 Closed-Door Events: Selling Before Stock Hits the Floor06:00 Cross-Industry Proof: Finance, Leasing, FMCG, VC07:10 Relationship-First Outbound - Spray-and-Pray08:10 Marketing’s Lead-Gen Trap and Why Dashboards Lie09:30 Email Once Worked. It Doesn’t Now. Back to Fundamentals11:10 Using Outbound as Research, Not Pressure Sales12:40 The Two Dispositions: “Nurture” vs “Leave Us Alone” (FOAD)13:50 CCS Pillars: 1) Catalog the Market 2) Segment by Timing15:30 Aligning Sales, Marketing, CS Under One Rhythm16:50 Better Forecasts When You Know “Who, When, Why”18:10 Case Study: $10k Wasted Chasing the Wrong Account19:30 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 Prospects24:00 Where Outbound Happens Next: DM, Video, TikTok, IG25:20 Fax Machines to Folders: How We Tracked Timing (Throwback)26:40 The Big Shift You’ll See in Clients Post-CCS27:40 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🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E204 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook

We’re showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption.In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid throttling reach, and where to find those “free” landing-page clicks inside Ads Manager. Perfect for small B2B teams who need smarter results from the same spend.We also show how to map your link choice to the 5 Stages of Awareness—and why sending people to another LinkedIn post often outperforms a website link early in the journey.Tune in and learn:How to avoid reach penalties and still add links that convert laterWhat to link to next (and why another LinkedIn post can win)Where to measure “free clicks” inside LinkedIn AdsIf 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/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/Chapters00:00 The 2-Minute Hack for Free Clicks on LinkedIn Ads00:15 Why You Shouldn’t Add Links on Day One00:45 What to Link to Instead (Next Logical Step)01:15 Measure Your “Free Clicks” in Ads Manager👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue for your company (so sales and your boss love you)?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubator👉 https://theb2bincubator.com/Midweek Musings 01 – The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #linkedinads

Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer EffortToo 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 &amp; 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 upIf 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.-----------------------------------------------------🔗 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 Good vs Bad Friction: Why “Less friction” isn’t always better00:31 Welcome back + Season 7 context01:10 The 5 Bs (quick refresher for new viewers)02:10 What is “friction” in B2B? A simple definition that matters03:00 Good friction vs bad friction – who does it actually help?03:46 Bad friction example: Long forms for generic PDFs04:52 More “bad”: CRM-first flows and vanity MQLs06:10 Content gating gone wrong (case studies… don’t gate them)07:20 When gating is OK: communities, events, and newsletters08:18 Using friction to “catalogue” the market (timing + permission)09:40 Why cataloguing beats ebook MQLs10:41 Buyers don’t fear effort—they fear wasted effort11:34 Our CRO School example: progressive profiling that helps12:45 Turn events into commercial insights (what to ask)13:50 Start with FAQs to find friction that actually matters15:10 Map the journey: value exchange at each interaction16:05 Score friction: green / yellow / red17:00 Simplify or redesign: make effort earn trust18:10 Key takeaways + springboard into the new year19:00 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🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E202 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #contentmarketing

Outbound is breaking — and most teams don’t even realise it yet.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 playsIf 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.-----------------------------------------------------🔗 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 Volume Game Is Dead01:00 Why Scott Leese Ditched Outdated Playbooks02:20 “Hobbyists with Pitch Decks”04:40 Funding ≠ Success07:18 Founders Must Sell First10:50 What Great Sellers Do Differently13:40 Validate the Market Before You Sell16:04 How Predictable Revenue Broke Sales19:40 Lost Coaching &amp; Skill Decay23:58 AI + Network + Unscalable Grit26:50 Fix Your Sales Technical Debt29:21 Stop Paying for Meetings Booked32:00 The MQL Hamster Wheel35:00 Rebuilding Sales–Marketing Handoffs41:10 Cold Calls Are Dying45:10 Referral Math That Opens Doors46:20 In-Person Plays That Win49:20 Deepfakes &amp; IRL Trust55:10 Scott’s 3 Bets for the Future-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E201 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

How do you go from a scrappy B2B SaaS with early traction… to a repeatable, scalable growth machine?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 &amp; marketing investment+ Product expansion frameworks: follow the workflow, then follow the money+ How to build switching-cost moats and pre-board ROI for enterprise dealsThis is a must-watch for any B2B marketer or founder navigating the jump from early traction to scalable growth.-----------------------------------------------------🔗 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 &amp; marketing can be self-funding01:00 Meet Allen Zhu (EVP): founder → PM → investor03:00 Early ventures, lessons from agency → apps → D2C06:30 From Citi to Freelancer to EVP: why B2B SaaS09:30 What EVP does at Series A (and how they partner)12:00 The #1 scaling mistake: skipping segmentation15:10 Case study: Nexl’s segmentation unlock (who, where, and why)19:40 Why SDR “spray &amp; pray” fails in small total addressable lists22:10 Invest in S&amp;M early: the “self-funding” window explained24:30 Measuring what matters when attribution gets messy29:30 Product expansion playbook: follow the workflow, follow the money33:30 Moats 101 for SaaS: switching costs, data, and process power37:30 Selling enterprise: pre-boarding ROI to win the room42:30 Timing outreach with public contract intel (governments)46:30 Customer advocacy flywheel: advisory boards &amp; reference power53:00 Leading vs lagging: how EVP reads GTM progress56:30 What “active partner” really means at Series A58:30 Final takeaway: segmentation first, everything else follows59:30 Where to find Allen &amp; EVP-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E200 - The B2B Playbook#b2b #b2bmarketing #b2bsaas #gotomarket #seriesA #evpventures #demandgeneration

How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.Tune in and learn:+ How to leverage partners and influencers to exponentially grow your webinar audience+ The 6-step registration process that captures crucial lead data and drives conversions+ Post-webinar strategies that turn no-shows into demo bookings and sales opportunitiesThis 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!-----------------------------------------------------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 The Game-Changing Webinar Strategy You've Been Missing02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance07:09 Leveraging Partners and Influencers for Massive Webinar Growth11:37 The 6-Step Registration Process That Drives Results16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion26:29 Post-Webinar Strategies That Turn Attendees into Customers31:30 The Power of Problem Awareness in Demand Capture37:10 Automating Follow-Ups: Balancing Efficiency and Personalization41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 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-courseS06 E151 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #webinar #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

If your outbound is optimised for meetings, not conversations, you’re burning cash and trust.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 insteadThis 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.-----------------------------------------------------🔗 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 trust01:34 Joey Gilkey on Titan X and the “phone intent” wedge02:58 The 25% connect-rate play and why conversations matter04:30 How the SDR-AE split eroded buyer trust06:05 Cheap headcount, costly model: the real flaw08:36 What APAC got right: senior sellers and CS roots10:28 Market validation beats MQLs every time12:44 VC incentives and the sales industrial complex13:58 Joey’s reversal: paying SDRs to have conversations15:42 Long-cycle selling lessons that fix short-term thinking18:32 Buckets, not bookings: 6 dispositions that run your follow up21:05 Full-cycle AEs vs modern roles – what actually works27:10 Audience activation: VSL + phone + SMS that scales trust32:33 Opt-in texting, pixeling, and smarter retargeting34:52 Make marketing useful: capture commercial intel, not contacts36:55 Pipeline coverage is a vanity metric without context38:28 Phone intel powering LinkedIn ads and account timing40:28 Why “buyer intent” data misses the mark45:35 PE firms are cutting SDRs – what to run toward instead52:57 Retraining SDRs is easy. Leaders are the bottleneck55:40 Final take: value conversations, not meetings-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E199 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant 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 conversationsWatch 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 awarenessWe 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.-----------------------------------------------------🔗 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/coursesSUBSCRIBE 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 Ads05:00 Why Most Thought Leadership Ad Campaigns Fail07:00 Boosting Posts ≠ Strategy: The Common Mistake09:00 The 3-Month Trust-Building Window (Case Study Insight)11:00 You Need This Before You Run Any LinkedIn Ads12:40 Our Full Demand Gen Framework Behind These Ads14:20 Mapping Ads To The 5 Stages of Awareness16:00 Unaware to Most Aware: The Buyer Journey Blueprint18:00 How to Create a Thought Leadership Content Matrix20:00 Cold vs Warm Audiences: What Content to Serve21:40 How We Target &amp; Build Audiences That Convert23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You24:40 Our Secret Ad Sequencing Hack That Lowers Costs27:00 Real Client Wins: Social Proof You Can Copy29:00 When To Combine Ads With Sales for Bigger Wins30:40 The KPIs That Actually Matter (And What to Ignore)34:00 Final Thoughts &amp; 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??)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-gen...S07 E179 - The B2B Playbook#LinkedInAds #B2BMarketing #ThoughtLeadership #DemandGen #TheB2BPlaybook #B2BLeadGen #LinkedInStrategy

B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do ItIf 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 + brandIf 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.-----------------------------------------------------🔗 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 Clearly00:27 Who We Help: Small Teams, Big Revenue Goals01:05 The 5 BEs Framework in 60 Seconds02:30 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 Reality06:05 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 Organically11:30 Validate PMF &amp; Messaging Before You Buy Reach12:40 Paid = Amplification Once the Message Works13:40 Evolving the Mix: From BOFU-Heavy to Balanced Demand15:05 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 CAC20:40 Key Takeaways &amp; 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E198 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

Community-Led Growth: How To Turn Customers Into Your Growth EngineWe 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 advocacyIf 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 Advantage01:00 Why Brands Are Now Conversations (You Can’t Control Them)02:45 TL;DR Framework: From Clarity → Contribution → Advocacy04:15 The Five Ps Of Community-Led Growth06:00 Identity → Connectedness → Growth Formula08:00 Make Community Core To Value Creation10:00 Community-Led Growth x Business Model Canvas12:15 Jobs-To-Be-Done For Community-Led Growth14:30 B2B Examples: From CRM To Better Sellers16:20 Lighthouse → Port → City: How Communities Grow19:00 The First 21 Days: Onboarding That Sticks21:15 Programming That Brings People Back23:00 Turning Users Into Contributors25:10 Advocates vs Ambassadors In Community-Led Growth27:20 Closeness Circles: Reward With Access30:00 The Taylor Swift Playbook (For B2B Communities)32:10 Journey &amp; Lifecycle: 1500:150:15 Ratios35:00 Pitfalls To Avoid In Community-Led Growth37:10 Make It A System: Track, Reward, Iterate39:30 Q&amp;A: Communities Beyond Customers43:00 Q&amp;A: Where To Start – Existing vs New Customers46:00 Q&amp;A: Virality &amp; Chapters In Community-Led Growth50:00 Q&amp;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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E197 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.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 pipelineIf 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.-----------------------------------------------------🔗 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 engine01:00 Meet Paul Perrett (Firmable CEO) + Adem Manderovic03:00 What Firmable does and the CEO’s many hats05:20 Modelling $2M to $10M ARR with a 10-line engine09:30 Three demand channels: SDR, inbound, partners12:20 Cataloguing vs predictable revenue: the missing metric18:50 Why incentives break SDRs (and how to fix them)22:00 Ecosystem activation and compounding demand26:40 Brand, trust, and the founder-led play33:00 Selling brand and long-term plays to boards &amp; CFOs42:00 The bets Firmable is making to reach $10M ARR49:40 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E195 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August. https://theb2bplaybook.com/demand-generation-courseInside the program, you’ll get:On-demand materials you can work through in your own time6x live Q&amp;A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS and servicesAlison 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

Demand Generation Course Review: What I Learned Inside The B2B IncubatorThinking 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 IncubatorIf 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 Marketing00:44 The Problem: Content That Doesn’t Drive Pipeline01:53 Why I Chose The B2B Incubator Over Other Courses02:50 Hands-On vs Theory: How It Compares to Ritson’s Mini MBA04:30 From B2C to B2B: Plugging My Skill Gaps05:40 The Mindset Shift: From Sales Support to Strategic Partner07:00 Learning to Build a Content Engine with Limited Resources08:00 Our Strategy: Pillar Content on Steroids09:02 How We Got Sales to Use Our Marketing Content09:40 The Power of Single-Minded Content10:40 Aligning Content to Personas (and Why It Worked)11:30 The Impact on Sales Conversations12:00 Tangible Results: 3x More Prospect Meetings13:00 200% LinkedIn Engagement Lift13:50 Website Dwell Time Up 80%14:30 $ Attributable Pipeline: +75% YoY15:05 The Confidence Shift: Why I’d Do It Again16:10 Making Time for the Program in a Small Team17:05 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E195 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast.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 successThis 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-----------------------------------------------------🔗 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 Happen01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines03:40 Why Sales &amp; Marketing Misalignment Costs You Revenue05:50 The Predictable Revenue Problem No One Talks About08:15 How Team Incentives Broke the GTM System10:30 The Fallout: Low-Quality Meetings &amp; Rising CAC13:20 Marketing’s MQL Trap – and How to Escape It15:40 Why Traditional Sales Methodologies Aren’t Enough18:00 The Real Cost of Sales Overpromising &amp; CS Under-delivering21:00 Old Principles, Modern Twist: The Case for Cataloging24:10 Step 1: How BDMs Capture First-Party Intent28:30 Step 2: Turning Catalog Data into Marketing Firepower32:20 Step 3: Live Quoting Days &amp; Seamless Handoffs36:00 Step 4: Customer Success as a Growth Engine39:20 The Circuit vs Predictable Revenue – Side-by-Side42:00 Why Cataloging Builds Long-Term Alignment45:10 Real-World Wins: From Stalled Deals to Biggest Ever48:20 How to Pilot This Framework in Your Organisation51:00 Next Steps: CRO School, Health Checks &amp; Roundtables-----------------------------------------------------S07 E194 - The B2B Playbook#b2b #b2bmarketing #revenue #revenuealignment #salesandmarketing #sales

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?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 marketIf 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. -----------------------------------------------------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 Welcome to the B2B Playbook: Creating a Business Growth Engine01:28 Why Understanding Your Best Market is Crucial for Success03:41 The Four-Step Process to Drive Better Commercial Outcomes05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule08:40 Step 2: Deep Dive into Customer Understanding11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients13:50 The Power of Direct Customer Interviews vs. Data Analysis16:20 Step 3: Updating Your Positioning and Messaging17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales20:20 The Benefits of Building Relationships Through Market Research22:08 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🔹 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-courseS06 E145 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Transform Your Marketing with our Demand Generation Course, The B2B IncubatorWe 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/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Welcome to the B2B Incubator02:00 Who is This Program For?04:00 Common Challenges in B2B Marketing06:00 The Three Key Shifts for Demand Generation08:00 Why the B2B Incubator Works10:00 The 5 Bs Framework Explained12:00 Consistency is Key in Demand Generation14:00 Overview of the Program Structure16:00 The Templates and Tools You'll Use18:00 Career Benefits of the Program20:00 Real Success Stories from Alumni22:00 FAQ: Common Program Questions24:00 How to Secure Buy-in for the Program25:30 Next Steps to Join the B2B Incubator26:40 Final Cohort Info-----------------------------------------------------

Why Most B2B Positioning Fails (And How to Fix Yours)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 aroundIf 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.-----------------------------------------------------🔗 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&amp;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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E192 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

Why MQLs Are Broken (And What to Measure Instead)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.-----------------------------------------------------🔗 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 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E191 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

Most marketers still obsess over Google blue links. We’re here to show why that’s yesterday’s game.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 brandsThis episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.-----------------------------------------------------🔗 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 Now01:40 The Biggest Search Shake-Up in 10 Years03:10 Enter the Zero-Click Era04:35 Is Google Still Worth Chasing?06:20 Should You Stop “Traditional” SEO?08:05 How to Optimise for LLM Search09:55 Solution-Aware Content That Wins11:25 LLMs Don’t Rank Pages—They Chunk Them13:05 Brand Mentions: The New Backlink15:40 Listicles: Your AI Cheat Code18:20 Build Detailed Use-Case Pages Fast21:05 Early-Mover Advantage (Act Now)23:30 Reddit &amp; Quora: Secret SEO Weapons26:10 Tracking the Un-Trackable in AI Search29:55 The 90-Day Playbook to Beat Giants33:35 Speed &amp; Experimentation = Moat40:10 Creative Tactics + Close-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E190 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #b2bsaas #seo #AISEO

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.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 insightThis episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).-----------------------------------------------------🔗 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 Outbound Playbooks Still Stuck in 201104:00 Leslie’s Mission – Make Sales Respected Again08:00 “Earn the Right” – Trust Before Tactics12:00 Why Most Outbound Emails Flop16:00 Attribution Wars &amp; Broken GTM Alignment20:00 Enterprise Buying Lessons on Repeatability24:00 The SDR Industrial Complex Exposed28:00 Relevance vs Personalization – Hard Stop32:00 AI &amp; Clay: Shiny Objects or Real Help?36:00 You Can’t Automate Trust – Shortcut Myth40:00 Growth-Hack Tactics That Kill Pipeline44:00 Fixing SDR Metrics with Market Validation48:00 Timing, MQLs &amp; Sales-Marketing Unity52:00 Hard Questions, Tonality &amp; Buyer Respect56:00 Key Takeaways &amp; Where to Find Leslie-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E189 - The B2B Playbook#b2b #b2bmarketing #sales #outbound #SDR

Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue.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 pipelineThis 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.-----------------------------------------------------🔗 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 How Thought Leadership Actually Builds Pipeline02:00 The 5 Bs Framework Recap04:00 Why Thought Leadership Often Fails06:00 The 3 Questions to Shape Your POV08:00 Using LinkedIn Ads to Amplify Trust10:00 Mapping Content to the Buyer Journey12:00 Why Subject Matter Experts Must Lead14:00 The Real Goal: Being Remembered at Purchase Time16:00 The Ogilvy Method for Ads that Educate &amp; Convert18:00 How to Measure Thought Leadership Ads20:00 A Proven Framework for LinkedIn Thought Ads22:00 Patagonia: B2C Thought Leadership Masterclass24:00 How Patagonia Drives Profit Through POV26:00 B2B Example: Rivet’s Framework for Labor Ops28:00 Final Takeaways: Thought Leadership That Works-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E188 - The B2B Playbook#b2bmarketing #demandgeneration #b2b #digitalmarketing#b2bsaas #thoughtleadership #linkedinads

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.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 likeTune 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 likeThis 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.-----------------------------------------------------🔗 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 Professor of Prospecting: Who Is Shawn Sease?04:18 Why B2B Outbound Is Broken07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be11:12 The Real Job of SDRs Today14:40 Why Buyers Aren’t Listening to You Anymore17:55 How to Build Trust Instead of Noise21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?24:46 Cataloguing: The Secret to Smarter Outreach28:05 Feedback Loops That Actually Align Sales and Marketing31:36 Why "Booked Meetings" Are a Broken Metric35:14 The Role of Customer Success in Sales Development38:46 Outbound Needs a System—Not Just a Script42:33 Stop Chasing Timing—Start Building Permission46:10 What Good Commercial Architecture Looks Like49:22 The Future of Prospecting: What's Coming Next-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E187 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing#b2bsaas #salesdevelopment #sdstrategy

Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.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 frameworkTune 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.-----------------------------------------------------🔗 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 Brand vs Demand: The B2B Tug of War02:55 Why Short-Term Wins Can Hurt Long-Term Growth05:10 The Real Cost of Chasing MQLs07:00 Diminishing Returns in Performance Marketing08:45 Why B2B Brands Burn Out Too Fast10:15 The Hidden Power of Brand Building11:45 Brand vs Activation: Know the Difference13:05 The 5 Stages of Awareness Explained14:55 Mapping Content to Awareness Stages16:30 Balancing Brand &amp; Demand on a Budget18:00 What 60/40 Really Means for B2B Marketers19:35 How to Allocate Budget With Limited Resources20:55 Avoiding the 'Do It All' Marketing Trap22:05 Final Thoughts: Build for Now AND the Future-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E186 - The B2B Playbook#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy

Why Most B2B Sales Teams Are Failing (And How to Fix It)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.In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales – and what comes next.We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.Here’s what we cover in this episode:+ Why the predictable revenue model has failed us+ How to segment and validate your market the right way+ The DISC profiling framework that changes how you sellTune in and learn:+ Why AI is wings for the good… but crutches for the lazy+ The Dust Bowl of B2B sales – and how to escape it+ How CRO School and Humantic AI fit togetherIf you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch.-----------------------------------------------------🔗 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 B2B Sales is Broken in 202503:00 What is Humantic AI &amp; How It Works06:00 What Broke B2B Go-To-Market (And How to Fix It)08:45 How B2B Buyer Behaviour Has Radically Changed11:30 Why Predictable Revenue Doesn’t Work Anymore13:45 Lessons from the Australian Market16:15 The Real Reason Teams Default to Volume18:30 The 'Dust Bowl' Analogy of B2B Sales21:00 Why Most B2B Sales Teams Are Stuck in 201023:30 What Market Validation Actually Means26:30 DISC Profiles: Stop Selling to Personas30:00 Matching Message, Timing &amp; Channel with Buyer Personality33:00 Why AI Makes Lazy Sellers Worse, Not Better37:00 Why GTM Tools Can't Replace Commercial Sense40:00 The Rise of Full-Cycle Selling &amp; Death of the SDR Model43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning46:30 Fitness, Spinal Injuries &amp; The Grit Behind CRO School49:30 Why No Kid Wants to Be a Salesperson (But Should!)-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E185 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #b2bsaas #salesstrategy #humanticai #cro_school #buyerfirst #gtm