The B2B Playbook

In this episode, we dive deep into the world of B2B marketing, sharing key insights and strategies to help you optimize your marketing workflow. We discuss the importance of the 80/20 principle, finding your 'why', the power of partnerships, and much more.🎯 Key Topics Covered: 🎯1. The 80/20 Principle in B2B Marketing2. Bridging the Gap Between Sales and Marketing3. The Power of Partnerships in B2B Marketing4. Improving Impact with EDMs and Testing More Pay Channels5. The Importance of Reporting in B2B MarketingIf you didn’t get a chance to follow us through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook?sub_confirmation=1SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------It’s been a long, but great season.We’ve reached the end. So here’s a wrap up episode to go through the highlights.If you didn’t get a chance to follow us through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!Links:Ep 70: CRMs, CDPs, and DataEp 65, 66, 72: ReportingEp 68: CROEp 69: Affiliates & PartnersEp 74: Sales AnalysisEp 71: EDMsEp 76: ChatGPT and AI toolsEp 78: Content RepurposingYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Events can be a GAME changer for your business 🚀But the last thing we want is another online webinar!We’re all thinking it. If you’re anything like us, some of these event invites get automatically filed away to some dark folder in Gmail to never be read, or deleted immediately!But let’s challenge that and ourselves to do events differently. Because it’s still an amazing channel for B2B marketers. There’s nothing quite like it for quality time with some people you as marketers really need to be talking to!Nick Bennett gives us the lowdown on why the old way of doing events just doesn't cut it anymore and how pivoting towards event-led growth can seriously boost your pipeline and revenue. He's all about the experience, engagement, and data when it comes to nailing those successful events. 🎯We also chat about the cool concept of brand evangelism and when it's the perfect time for a business to bring a brand evangelist on board. Nick shares his wisdom on why quality beats quantity in event engagement and the secret sauce to keeping the conversation buzzing after the event. 🗣️-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook?sub_confirmation=1SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------

We’ve talked about reporting a few times.It all sounds easy until you get to building it for yourself.And then you realise there’s a lot of practical gaps from the theory to the practical implementation!Well that’s what we’re hoping to address in this episode!Pasha Irshad joins us as another true expert, to take us through exactly how to set up and use reports to facilitate alignment between your marketing team and sales and leadership.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

📺 The best B2B marketers collect and ACT on customer insights. But how do you actually do it? In this episode, we show you first HOW to conduct a customer interview, and then how we use those insights to adjust our marketing strategy and tactics. You'll also learn about how our demand gen program 'The B2B Incubator' has helped marketers in small teams.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

CABs, Customer Advocacy Boards.Little known wonders of the B2B marketing toolkit.While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We've created demand for The B2B Incubator using our podcast and LinkedIn from the ground up. It's now delivering regular pipeline and revenue for us. But we want to prove that we can do it again, so we're starting from scratch on YouTube!In this episode we show you how we're building our YouTube channel. We're just getting started, so we're sharing our results so far and our plan to grow. Key to this episode is a framework for creating demand that you can apply to any channel. We talk about key principles like deeply understanding your customers, creating helpful content regularly, and how to scale it using internal and external resources. Listen to the episode and learn:Why we chose YouTubeWhy it's the right time for us to explore a new channelOur results so farMistakes we've made so farHow we're using YouTube shorts and longer format videosHow we're improving our content creation and production to be more platform nativeTune in!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s a monumental episode!We have such a special guest on the show this week.The GODFATHER of helpful marketing. Someone who has provided a significant amount of inspiration to us in our own journeys.This week we chat with Timbo Reid, as he shared with us what being helpful in marketing really means and how to go about it and stick at it.There’s a few great stories in there and is a timely reminder to all of us the power of being helpful, even as we’re deep in the trenches figuring out how to further optimise our B2B marketing workflow!Links:YOUtility - Jay BaerSmallbusinessbigmarketing.comTimbo’s membershipYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Community. Can’t live with them, can’t live without them.And they’re a hell of a nut to crack to build a successful one in any case!Thankfully we were able to get Katie Ray onto the show this week to give us a masterclass on all things community!She shared with us some important foundations to put in place, as well as how to manage the unpredictability of growing a community.It’s a very helpful episode for those of us in the business of building a community to help others!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

While we’re on the topic of optimising…How’s your LinkedIn personal and company pages looking?Chances are, it’s not getting that much love. If it is, are you struggling with how to take it to the next level, while making sure you’re growing but not alienating potential customers?How do you even build a genuine relationship anyway on LinkedIn? All you seem to see are sales pitches in DMs after some nondescript messages and ads from various brands.Well that’s why we’re having Michelle Raymond join us this week on the podcast!One of the cornerstones of any B2B marketing strategy, yet there’s a few things all of us are guilty of neglecting on LinkedIn.Tune in for this week’s episode as Michelle runs us through some helpful guiding mindsets as well as practical details on how to go about building brands your employees are proud of, and relationships that are genuine and help deliver bottom line impact. You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Content marketing comes down to standing out and building trust. But it’s easier said that done more than most things in our B2B marketing lives!So this week we got a true expert in Jess Cook to tell us all about what successful content marketing looks like.There’s so much value in what she says about how to start and where to go from there to keep scaling, even how to use those pesky AI tools that’s everywhere all of a sudden!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook?sub_confirmation=1SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You’ve probably tested LinkedIn ads, but not like this…We’re speaking with a true expert on them this week. And as usual, we’ve zero’ed in on someone who’s being helpful with their expert content!Justin Rowe takes us through his thoughts on how to make LinkedIn ads a success for any business, by thinking about it as an amplifier of your marketing ecosystem and not just another channel.Who knows, you might just find that scale we’re all after these days!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Your sales team responsible for outbound?Wonder if it should sit within your marketing team’s remit?Well we think they’re part of the same growth engine and should definitely sit together! Even if the division of labour isn’t as clean.This week we have a helpful expert on outbound join us to discuss exactly what effective outbound looks like and how marketing and sales can and should work together to get it right.At the end of the day, it forms an important part of the overall growth strategy of any business, particularly B2B ones!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

A special guest this week.Bryan Williams joins us to discuss all things partnership!We’re lucky to have him on the show. He is the founder of Hockey Stick Advisory, through which he helps tech businesses grow and scale by building curated partnership ecosystems and previously led Xero’s partnership ecosystem across AU and NZ. So he definitely knows what he’s talking about!Beyond that, he’s just a nice guy to chat to!We get his insights on what a model partnership looks like and whether you should go after one. And if you do, how to best approach it.It’s a fantastic conversation for any business looking for growth!Links to Relevant Resources:Bryan WilliamsHockyStickAdvisory.comPartnership LeadersYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We've taken a quick break from 'Be Better' to bring you George Coudounaris' interview from the The LinkedIn for B2B Growth show. It's not just because he loves the sound of his own voice...... it's because he talks in-depth about:What is demand generation?What are the key benefits of demand generation marketing?Is demand generation marketing a short-term or long-term play?How can B2B Marketers build a demand engine?Tips for choosing the best format type and platformYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Still struggling to keep up with content creation?Even with a system in place, new channels and their content requirements can quickly blow out your workload.We’re here to help, particularly you small business marketers!We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Scale can be a problem in itself..As your business grows, the mission gets fuzzy and the brand gets harder to explain.That can happen internally and externally.It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder!If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential customers to understand your value?That’s where revisiting your storybrand comes in.This week, we not only revisit what that’s all about, but also give you practical examples and tips on how you can use it at the Be Better stage of your B2B marketing journey.Links Mentioned:A Stanford study by Gordon Bower and Michal Clark in 1969You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Not another piece of content about Chat GPT!Well it is, but hopefully not one to make you either imagine riches or worry about your job!It’s inevitable that such AI tools will become a part of your workflow, if it hasn’t already. But B2B marketers, don’t worry. We have some good news.It probably means even more work for you! And it’s easy to understand and utilise them if you know where they slot in in our 5 Be’s Framework.The fundamentals haven’t changed, so you don’t need to start everything again!So tune to this week’s episode to find out how we understand AI tools like Chat GPT!Links Mentioned:Content Repurposing EpisodeAI Tool AggregatorYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Retaining an existing customer is cheaper…That’s the common saying, and it’s certainly true.We’re going to run you through how to make that the case by working on deal expansion and retention.We’ll talk about specific examples of how to do this and ways to measure the success of your efforts.Links Mentioned:Harvard Business Review Article RE RetentionEp 72 - Previous Measurement EpisodeArticle on customer retention formulaYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Things look rosy…Leads are up, steadily scaling. You’re well on the way to hitting your targets.Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business.This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves.So let’s talk about how we can avoid that and get ahead of the trend!This week, we talk about ways to look at and improve your business pipeline differently. So you can take more responsibility and control, work closer with your sales team and actually have bottomline impact with your day to day marketing activities.We look at specific metrics and actions you can focus on to accomplish this shift towards better balancing quality and quantity, profitability and scale.Links:Article on calculating pipeline velocityYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Ever feel like there’s a new paid channel to test every week?Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel?As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ads you could consider now that you’ve got a few paid ads successes and failures under your belt.Links Mentioned:Episode 47Episode 48Episode 49ChatGPTYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

A very common question we get: how do we show the value of marketing.It comes up all the time in house.For those of you who have dabbled with agency life, you’ll know this is one that’s not far from conversations with clients either.Well let’s talk about how to do it effectively for B2B businesses, so as not to hamper growth!Check out how the 3 tiered approach works and help you with exactly that.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Another email notification.Another newsletter that quickly goes in the bin folder.That’s what we all want to avoid when it comes to our own emails we send out!So we’re talking about how to level up your EDMs to avoid that scenario.And it’s pretty easy actually! A lot of the groundwork is already there.In this episode we go through some helpful tips and a quick framework to help reset the mindset on EDMs to make your emails the ones people keep coming back to!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Walk the walk!We’re all about documenting our own journey in growing our B2B podcast and incubator, while we’re sharing the framework we’re using to do so.The aim is to help you do the same!This week, we’re covering how you can better leverage your data and tech stack to optimise your marketing practice.We cover some common definitions before jumping into some common use cases and a key guiding principle you might be familiar with!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Dream 100.Remember that great concept we talked about all those episodes ago, way back in season 1?!Well now it’s time to leverage that concept when making the most of affiliates and partnerships!This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about getting these going.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s all about 1% better a day.Or is it?Although we see the value of that work, even in our personal lives, we think you should be making bigger swings in B2B marketing to get the growth and scale you want.Because chances are you don’t have the data in your growing B2B business to make the 1% worth the work.HOWEVER.If in applying the 80:20 principle, you determine it is worthwhile, then make sure to check out this episode where we go through how to go about doing things like CRO and A/B testing.We cover why it’s important to build a process around such experimentation, how to approach it, where to get started including things to test or tools to use, and importantly ensuring you action the hard-earned learnings.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

All marketers should be thinking about their personal brands in 2023. So we're reposting another special episode this week.This week we had a special guest who personifies being helpful.Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis!And it’s doing wonders for his own career and the growth of his employer!So you can have your cake and eat it too!Tune in for a great episode where we dive into how being helpful looks in practice. Here’s a few quick quotes from an amazing “helpful” interview:“being bullish on kindness”Be “host of the party”“Learning in public”“Solve a periphery problem for your dream customers”A final bit of encouragement: we’re all regular people and you can do it too. So get started!Links:Mason Cosby On LinkedInThe Marketing Ladder podcastYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Happy Holidays everyone! This week, we're bringing you one of our favourite episodes to comfort you in your food coma. In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through.This will help you ensure you’re being helpful along the way!So tune in to this week’s episode for some great tips to get going on your “be helpful” content journey!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We're taking a quick break for 'Be Better' to bring you George Coudounaris' interview from the Levels podcast. It's not just because he loves the sound of his own voice...... it's because he talks in-depth about:Demand generationHow small businesses can see if it's right for themHow to get startedHow they can use our 5 BEs Framework to implement it in their businessPodcast hosted by Picup Productions. You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

While George hit a big birthday and is sulking about the lack of attention such a big occasion garnered, Kevin didn’t even get an invite!Thankfully reporting in B2B marketing shouldn’t cause you anywhere near as much drama!This week, we’re continuing to deepdive into how to improve your reporting by looking at some common topics that come up when it comes to reporting on B2B marketing activities.We talk about our approach to funnels, sales and marketing alignment, attribution and much more.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We’re getting into the details of Be Better this week.We’re starting with an important one to get right and continue to improve over time: Reporting.If you’re wondering how to improve your reporting, or maybe feel like your marketing function is a little siloed within the business, then this and the following episode will help you!We talk about how to approach optimising reporting and what to do specifically, now that your reporting has foundations and need to keep up with a growing business.Links To Resources Mentioned:Episode 27Episode 44You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Breaking news! Kev’s not going to be around next year!Well just not around physically in Australia for much of the year. As he makes a bit of a tour of Europe while working remotely.But don’t worry, the show will go on!Much like how this episode, we’re going onto Be Better! The fourth stage of the 5 Be’s framework.It’s going to be a guest filled and very exciting season as we dive into all things optimisation for the whole B2B Marketing journey. Not just paid channels where the term often comes up.Like everything else we’ve talked about, there’s a framework and approach to tackle this part of the B2B marketing journey.So join us as we take a quick look at what’s in store this season!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We’ve been talking for 60 odd shows!All the way back in the first 2-3 episodes, we talked about why we started the podcast and how to get the most out of the format.So now that we’ve wrapped up the details of the first 3 Be’s that form the foundation of the framework, we thought it’d be a good time to revisit why the podcast exists and do a quick overview of the whole framework. Links:The B2B IncubatorYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s been a long, but great season.We’ve reached the end. So here’s a wrap up episode to go through the highlights.If you didn’t get a chance to follow ups through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!Links:Eps 40-44 (ABM Mini-Series)Ep 55 (Rand Fishkin)Ep 56 (Myles Madden)Ep 49 (Where To Start With B2B Advertising)Ep 53 (How To Get Started With Demand Generation)Ep 48 (Choosing Your Right Ad Channels)Ep 51 (The Best Way To Create Your Product Ads)Ep 58 (Silvio Perez)Ep 46 (Building A Feedback Loop To Your Ads)Ep 50 (Creating vs Capturing Demand)You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

The final analysis episode of the season!Does the framework always apply?What does it look like to make the correct adaptation to your brand?How deep do you need to go to really understand your dream customers?These additional questions to the framework are what we’re hoping to show practical examples for during these analysis episodes.We hope we can show, not tell!Tune into this week’s episode for more!Links:Link Ad ScreenshotsYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

This week we’re talking with Andrei Zinkevich. He’s the co-founder of Fullfunnel.io. Fullfunnel helps B2B Tech and Service-based companies generate demand and land mid-market and enterprise sales-qualified opportunities with full-funnel account-based marketing.He takes us through some common B2B marketing mistakes that you will definitely be familiar with, and some awesome things you can do to save the pain and make the right calls in your B2B marketing!Andrei has particular experience in the ABM stage and the steps leading up to ABM in marketing. So that’s why we’re stoked to have him on now to further contextualise how to get the most out of your ABM.Links To Mentioned Resources:Diagram of the full funnel approachThe Trenches CommunityYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s the second instalment of analysis episodes for the season!This week we’re stacking up Dreamdata’s helpful ads against the competition.Spoiler: they’re pretty pretty pretty good!We think they hit the nail on the head when it comes to doing helpful content and getting the majority of it in the feed or ungated. They also do a smashing job talking to their potential dream customers about the pain points that matter to them. And in a format that’s easy to digest!Another episode where we get into the weeds of what makes an ad good for demand generation and the 5 Be’s framework. We hope you get loads of value from these analysis chats!Tune into this week’s episode for more!Links:Link Ad ScreenshotsYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Demand capture gets a bad rap.But we know how important it is.We’re just trying to change how it’s utilised for the better!This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine.In his role as Head of Product Innovation at Metadata.io and running AdConversion, he’s taking practical learnings from very real tests. He’s sharing that knowledge opening and giving us and you listeners the inside scoop of exactly what to do to get started.There’s a ton of practical advice and value from this episode. Even as seasoned performance marketers, we’re still learning and swapping tips and tricks! Be sure to tune into this week’s episode for more!Links To Mentioned Resources:Silvio Perez LinkedIn Profileadconversion.comYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Analysis Episodes!Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously!This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness.We hope that this series will continue to give practical and helpful guidance on how to apply our framework to level up your B2B marketing!Tune into this week’s episode for more!Links:Link Ad ScreenshotsYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Theory doesn’t beat practical experience.But better than either is both!This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side.We’ve learnt a lot from chatting with him and we certainly hope our listeners will gain a lot from hearing first hand what it’s like to implement the things we talk about every week on the podcast and with our 5 Be’s framework.Some key highlights:Creating demand is creating desire, not some tactical changes.Have a story to help get buy in from the rest of the business.There’s a role for good agencies, not just in execution.Demand creation is not easy, but it’s what you have to do for long term success.Don’t be afraid to bring in creatives and give them the reins when they have the insights you have.Educate yourself outside of marketing. It will only make your marketing better!Tune into this week’s episode for more!Links To Mentioned Resources:You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Our guest this week almost needs no introduction!Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from!Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO companies.He and the team at SparkToro are doing amazing things to help the little guys when it comes to audience research and doing the type of marketing that just doesn’t work for the big boys in town. And that’s a good thing!He generously share some of his view points, which we couldn’t agree more with here at The B2B Playbook.Some key highlights:Paid channels’ incentive right now is attribution, not conversion!Demand generation is infuriatingly hard, if not impossible to measure. So that’s why most marketers don’t do it, and as a result it’s a huge opportunity because costs are low and inventory is high.Personas can be limiting, as they often don’t reflect the breadth of people within a collective group. They should be broad and diverse, but they’ll still allow you to understand where they get their information from and how the groups are made up. That type of personas are truly useful.When you change the fundamental question at the core of your marketing strategy, you open up the possibility for a more effective, long term and valuable relationship. When that transactional nature fades into the background and a value giving relationship is had, lots of things improve. Think of a tinder relationship vs meeting someone through friends.A ton to learn from classic marketing thinking, but the world is nuanced and requires a tailored approach.Value building events offline, particularly small ones, are immensely satisfying and rewarding.Tune into this week’s episode for more!Links To Mentioned Resources:https://twitter.com/randfishhttps://sparktoro.com/You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Sometimes, it’s important to get back to your roots.That’s certainly a little journey we travelled on this episode on a personal level.But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently.We use first principles from our 5 Be’s framework to look at one such topic this week:Should You Hide Your Content Behind An Email Gate?You’ll get our take and why. And more importantly the ability for you to figure this out for yourself and how to approach it without burning the house down!Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You could say we hustle pretty hard.But George is hustling so hard he’s got a job moonlighting as a chimney sweeper!Not really, but for a lot of our listeners they are so poor it certainly feels that way!If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation this week.We give you some practical tips on how to go about getting started without working 24/7, but also so you know you’re on the right track to actually generating demand, instead of just capturing it and waiting for the inevitable day when that demand runs out!Tune into this week’s episode for more!Links To Mentioned Resources:The B2B IncubatorYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Kev’s got some spare time and is careful not to spend it doom scrolling on social media!Although not sure if his choice of activities to fill his time is much better!While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it!This week we’re talking about how you can use paid ads to be helpful and approach it very differently to demand capture.By bringing your helpful content to the feed, instead of asking people to leave the feed, amazing things can start to happen.Tune into this week’s episode for more!Links To Mentioned Resources:5 Stages of Awareness Episode (Ep 28)You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Being Helpful…Sometimes it’s easier said than done!But despite the occasional $400 bill, we still stick to going long on being kind!This week, we take that same approach to product ads.Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach.And that’s what we’re talking about this week. We walk through what information you need and how to set up product ads to find the right spot to make their mark.Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Love is in the air in B2B land.Or at least in George-land, but we certainly love our little community of B2B marketers!This week we’re deep diving into a key concept that often gets overlooked by the best of us:Capturing vs Creating Demand.However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important!We talk about the difference and how to go about starting to create demand.Tune into this week’s episode for more!Links To Mentioned Resources:Episode 27 - Metrics To Track To Know Your Content Is WorkingYou can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

What channels work for B2B marketing?Well, it depends…As we’ve spoken about in the last few weeks, there’s a number of factors into deciding which are the right channels for your particular use case to amplify your helpful content.But that doesn’t mean there are some common threads.So this episode we’ll take you through some of those common channels that often work and should be considered when running B2B paid ads.Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We’ve been referencing it for the last few episodes…But the cat's out of the bag now!The B2B Incubator Program is about to go on its maiden run!The program is starting shortly with a group of 10 amazing B2B marketers.We’ve set up a program with all the tools and templates to help B2B marketers and teams implement the 5 Be’s Framework in their businesses!Taking the work that we do 1 on 1 with clients, we turned it into a more accessible cohort format that allows for group learning to strengthen the learning and implementation process and speed.We’re really excited to see the great transformations the program will bring.As that goes ahead, we’re also discussing how to pick the right ad channels for a business looking to Be Seen with paid advertising.A quick framework to help you think through this so you make the right choice and get bang for your buck, the precious resources you have as a B2B marketer.Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You wouldn’t believe how crazy Kevin can be sometimes…Clearing out photos and digital accounts on a regular basis is, according to George, the red flags to watch for!Be that as it may, it doesn’t always hurt to review things. Particularly when it’s a helpful framework!This week we’re discussing the framework for understanding ad channels, which we spoke about all the way back in season 1!It’s an important step to take BEFORE jumping into getting your ads together. So make sure to come along as we talk about how to use this one framework to figure out any new or existing ad channel.Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

It’s so important to practice what you preach.And that’s what we’re doing here at The B2B Playbook Podcast.We’re talking with our dream customers, you the listeners, each week.We take your awesome and helpful feedback that you generously share with us.And we do everything we can to improve our content to address those points raised!It’s that simple, and the same principle applies when it comes to running B2B ads!This week, we give you a simple framework and process for turning your customer insights into great ads with great cut through. A feedback loop from your content to ads.At the same time, this framework will hopefully save a few common headaches when it comes to setting up messaging in such ads!Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Have you ever had a hard time coordinating office access since returning from working from home?Shouldn’t this sort of thing be a thing of the past in the age of apps and subscriptions for everything?I mean, what can’t you do with a tap of your phone these days?Apparently getting into an office is one of them…George has some theories about why there’s some weird gaps in technological advancements like this.But one thing’s for sure, you don’t want your B2B marketing to be in such a gap!This week, we’re talking about how you can run paid ads right for B2B businesses, as part of the Be Seen stage of our 5 Be’s Framework.Don’t fall into the trap of reusing what you’re doing in the lower funnel channels like in B2C marketing!We give you an easy framework to think about ads in B2B marketing.And if you’ve been through the first few stages of the framework with us, this one will be a breeze!Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!