The B2B Playbook

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!

As you know listeners…George loves to give Kev a good ribbing now and then.This week though, the attention on George right off the bat. After a rather weak effort to start the show!While first impressions like this can be pretty important, it’s equally important to have a great ongoing impression, particularly when it comes to ABM!So this week, we’re talking you through what you need to do to ensure the sales team carries on your good work, how to continually improve your ABM approach, and even how to report on progress to the executive team. Because let’s be honest, they’re keeping the lights on for the whole ABM show!Plenty of actionable things to do and look at. As always, nothing to be scared off and put off as a result!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!

Ever wondered what old shows no longer running have to do with ABM?Not much as it turns out!While this show doesn’t have much of a segue, it doesn’t mean the content is not valuable!We’re discussing how you can go about activating those ABM accounts you’ve warmed up and personalised messages and experiences for with all your hard work!And a particular favourite method of ours right now!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!

All this talk about ABM approach, but what if you feel like striking up that conversation with your customer hit list with a cold call is too cold? Or what if you don’t know enough about them to start the ABM approach?Well that’s why we’re talking about a couple of “warm-up” plays this weak that sits perfectly within the ABM approach to get you to the spot where you’re ready to go full ABM!Check out this episode for just a few great plays you can run to really get your prospects warmed up and to get your relationships off to a great start, without feeling like you’re being too salesy or worse making your potential clients feel like you’re being too salesy!Links:fullfunnel.ioUberflipYou 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 know listeners, as part time podcasters and full time B2B marketers, we really don’t get outdoors much.We certainly enjoy our days in the sun, like last week when we met up to be part of Metigy’s podcast guest series.But more importantly, when you’re getting out there in front of those lovely potential customers on your ABM hit list, you need to be careful about your positioning and messaging to make the most out of YOUR day in the sun!So this episode we talk you through the process of how to make those interactions as powerful as possible with your ABM hit list by getting your UVP right and out there!Also listeners, you may have heard of us talking about The B2B Incubator. This is a program we’ve put together to help you to level your B2B Marketing or train junior marketers to take over the running of demand generation in your business. We’re working on limited cohort intakes. Reach out to us on LinkedIn for more information!Links:Rand Fishkin (CEO & Co-Founder of SparkToro, ex-Moz CEO & founder)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 start this week’s episode with a kind word from a listener!We don’t do it as an ego stroke, we just want to sincerely thank all our wonderful listeners, particularly those like this one, who have written into us with feedback.Whether it’s positive or constructive, it’s all a big help for us. And we’re always so grateful for it. It’s why we keep doing what we do with the podcast!So despite Kev’s monotone (he’s a bit shy with praise), we do sincerely thank you all and appreciate you all for joining us on the podcast journey!This week we kick into what ABM entails.We cover how you go about defining your ABM targets, and how to document them to use in future steps.We answer all the practical questions about how to get the ABM work you’re doing on track and off to a great start!Links:Fullfunnel.io ICP templateYou 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!

Wondering what ABM is?…or maybe who it’s for, and how to get started?What can it even do for you and your B2B business?We give you all the answers and more in this episode, as we discuss the first part of our Be Seen section of our framework.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!

Kev’s back from a rather quick trip and it’s a new season!We’re onto how you can amplify and accelerate the rate of growth of your B2B marketing and its impact.It’s a quick and informative overview episode of what’s coming in season 3, as we ease into the discussion about “Be Seen”.So make sure to tune in and get the latest on what’s coming up in a much anticipated season 3!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!

This week’s interview is with Ryan Gibson, an outstanding customer interviews expert.When George said to me we had to have him on the podcast, I knew from his tone this would be a good one.And he didn’t disappoint. Nor did Ryan.Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews.There’s some great tips on how to make sure your qualitative data gathering process does the job it’s meant to, while giving you a solid foundation on which to build your B2B marketing strategy.Just a quick snippet of some of the top points:Qualitative gives you the “why”. Quantitative only gives you the “what”.If you can figure out how and why people are buying, their buying journey, you can then start to influence those decisions.There’s no substitute for talking directly to customers and getting to know their decision making process.Set clear and limited objectives for each set of interviews and make sure you have rigour in your data collection. Only then can you get apples to apples qualitative data that’s comparable and actionable.Take action off the back of this data! Don’t let it sit on the shelf!And qualitative data allows marketers to be reborn, and excited about the work in marketing again!Tune into this week’s episode for these and more!Links:The Breakout Growth Podcast - SEan Ellis & Ethan GarrTOFU, MOFU, BOFU = Top Of FUnnel, Middle Of FUnnel, and Bottom Of FUnnelJobs Be DoneApril DunfordRyan Paul Gibson on LinkedInYou 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!

On this week’s episode, we’re doing our last analysis episode of helpful content.We started the mini-series in our podcast to put our concepts and frameworks to practice.And this week is no different. We’re looking at what Kerika’s helpful content is doing well and what they could improve to increase the impact of their LinkedIn Ad and make it hit home harder!This one’s an interesting one as we dive deeper on how smaller businesses like Kerika really need to hone in their helpful content for it to pay off!Mentioned Resources:The 5 Stages Of Awareness - Eugene SchwartzYou 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’s analysis of helpful content has us chuckling to ourselves.When we gave the example of a cyber security business in our discussions on helpful content, we didn’t expect to find such a business putting out helpful content for us to analyse! Or at least not targeting us!But that’s exactly what we did find. So this week, we’re talking about OwnBackup’s helpful content on LinkedIn.We discuss why their detailed blog has a great topic and shows good understanding of their dream customers, but also leaves a few key areas for improvement.Links:OwnBackup LinkedIn Post 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!

This week we’re continuing to analyse helpful content examples!We’re dissecting the helpful content of Chili Piper this week, so you can see and understand why it’s a good piece of content that sits well in our “Be Helpful” stage of the 5 Be’s framework.Our aim is to help you understand what’s good, what needs tweaking and how to recognise good content for yourself.Chili Piper’s helpful content is a case study that’s being promoted as an ad on LinkedIn.Chili Piper is a SaaS company that provides software which helps sales teams automatically schedule appointments with leads, instantly turning inbound leads into qualified meetings.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!

As we get to the end of “Be Helpful”, we’re conscious that with so much talk about frameworks and concepts, it can be hard to see the forest from the trees.And also to recognise good, helpful content when you see it!So for the next few episodes, we’re looking at and dissecting some examples of helpful content we see out there.We help you understand what’s good, what needs tweaking and how to recognise good content for yourself.We start this week with an analysis of one of Employment Hero’s promoted posts on LinkedIn.Employment Hero is a SaaS company that provides software which helps with onboarding new employees, doing performance reviews, and managing HR templates and processes easily and online.They’ve put out a helpful piece of content in the form of an Employee Wellness Survey Template.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!

Well it’s another special and exciting interview on the B2B Playbook.This week we’re lucky enough to get the answers from an expert at her craft, Meryoli Arias!She and the Chili Piper team are so good at it, it feels like each time we engage with them online, we’re talking to people, not a business.Meryoli generously shares with us some great insights on how to build a feedback loop with an audience on social media, combine it with a wonderful process of engaging internal experts, and produce amazing content that serves the audience but makes them human in the B2B world at the same time!Some key highlights:Start with company values with building brand personality.Don’t talk about yourself, talk about the general industry and how you add to that space!Create conversations. Don’t have a monologue. Actually listen to your audience. And the more organic it is the better.Empower your internal team to help you scale helpful content. Consistency is the most important thing. Be a cheerleader for your internal experts!Inject personality and make a brand feel like a person! This helps with the engagement that leads to social growth.Remember to be human, even in the B2B world. There’s just people on the other side!Don’t be boring! It’s good for the B2B industry!Links:Meryoli AriasChili PiperYou 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 got some swag!It’s been such a nice interaction with the Chili Piper team. Not in the least because they’ve very kindly sent us some of their awesome swag!On the flip side we’ve got some constructive feedback on the podcast, which we’ve loved getting to help make the podcast better!But it was helpful! And that’s what this season on the podcast has all been about!And that’s what we’re talking about today. If you haven’t had a chance to check out each episode of this season, we go through a few key points from it. The Too Long, Didn’t Listen version of the season!Links:Ep 29: Getting Experts Bonus episodeEp 27: Metrics To Track To Know Your Content Is WorkingEp 23: How To Pick The Format & Channel To Distribute Your ContentEp 24: Scale Your Content With Our 7 Step Content Repurposing FrameworkEp 25: How To Create A Feedback Loop To Make Your Content Better And BetterEp 28: The 5 Types Of Helpful Content You Need To CreateYou 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 special episode this week.And a timely one while we’re talking about being helpful!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!

It’s finally happened…one of us caught COVID!Thankfully the recovery was relatively swift. But it’s certainly no fun. So keep safe out there listeners!During this down time, we’ve made an interesting discovery of material that helps us with marketing…Picture books!Helpful content comes in all different forms. Find out this week how you can get your experts onboard to help you create more of this type of content!We know it’s a massive pain point, so we’ve dedicated a whole bonus episode just to talk about how you can get over this hurdle!Tune in to this week’s podcast for 7 helpful tips to getting your experts onboard to create helpful content!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 can hear the hesitation in George’s voice as he talks about his weekend plans…Thankfully there’s a lot less hesitation needed when you come to getting your helpful content going.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!

This week we started well.A surprise to both of us, George actually had a well executed segway into the topic of the episode.Unsurprisingly he immediately derailed us into a discussion about his singing.At least he realised about 5 minutes in and brought it back on topic!This week we’re talking about what metrics to look at and report on to know your helpful content strategy is working.It’s probably an episode that’s quite actionable, aside from being of immense interest to most of our listeners.But we have a take on it that we think is a little different to most, which really gears you towards success!Tune in to this week’s episode to find out what metrics should be tracked, which should be communicated, what success looks like, and importantly which ones to avoid!Things Mentioned In The Show:Clearbit, 6Sense, ZoominfoChili Piper, Phantombuster, Refine Labs, GongYou 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 you might be repurposing your content already, you might still feel short on time and ability to scale.Well this week, we’re helping you think about how you can grow beyond your team of one or two.We talk about how to do this internally, externally, and then how to manage the whole “orchestra” once you’ve assembled the team!All this to come right after we get a glimpse into George’s mind about how he’s looking to start on TikTok!Safe to say he should probably keep his day job for now…Things Mentioned In The Show:Chili Piper, Refine Labs, GongEp 17: If You’re Ready For An AgencyContent Scheduler TemplateGeorge Coudounaris (for spelling purposes!)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!

What does Kevin’s wedding planning and George’s forehead have to do with B2B Marketing?To be honest not a lot, but that didn’t stop George segwaying it to our topic this week:How to create a feedback loop to make your content better!Not only will you find out how he managed that, but this episode will also talk about how to get that feedback loop going.Specifically we’re talking about when and where to use qualitative and quantitative data.Links To Mentioned Resources:Todd Clouser On TikTokSimo Ahava’s Post About Engagement TrackingPhantombusterShieldapp.aiIntentify6senseYou 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 the podcast game can feel a little like living in the past…Valentine's Day 2022 has come and gone, and we’re still talking about it!But the process we discuss this week should help you not live in the past and enjoy the present!It’s our 7 Steps To Content Repurposing. With it, you can make sure you’re not creating content with every waking hour, just to keep up with the demand!The 7 Steps are:Step 1: pick what format your longer form, pillar content is going to be in (e.g. podcast)Step 2: pick 1 platform to distribute it on (e.g. LinkedIn). Repurpose into just one medium (e.g. podcast notes → text posts)Step 3: review and make changes to frequency of pillar content and repurposed content as necessaryStep 4: make that process as efficient as possible & document it (e.g. put into a content calendar, who responsible for what)Step 5: once comfortable, repurpose again into another medium on the channel you have chosen (e.g. video podcast → video snippets for LinkedIn)Step 6: repeat steps 3-5 until you find the mediums and frequency that get you the most traction, and work best for the platform you’ve chosen. Step 7: move onto the next platform for distribution (e.g. TikTok, blog etc.). Repeat steps 1-6Tune in for this week’s episode as we go through this and how you can scale your content production!Links To Mentioned Resources:Content Calendar TemplateYou 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!

After a big week (and weekend!) George is a little worse for wear.He’s working hard as usual getting the word out about how The 5 Be’s Framework can help B2B Marketers!But we’re backing him to bounce back strong. With some “courage and strength” from his tea!The topic of discussion in this week’s episode is certainly solid and hopefully very helpful!We’re discussing what you should consider when choosing a content format and channel(s).Surprise, surprise. Our old friend, the dream customers concept comes up again.Check out this week’s episode now!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 theme of this episode is…“High Value Content, Low Production Value.”High Value Content: Being Helpful (NOT being annoying!)Low Production Value: Kevin’s crumpled white t-shirts he likes to record in!Despite the visual impression of being a little rough around the edges, we talk about a pretty important framework and steps to developing content that is highly engaging.And it comes back to the overarching principle of Being Helpful with it. It’s so important to do this because that’s how you’ll build the trust needed in the relationships you need to establish with your audience.Tune into this week’s episode for more!Links To Mentioned Resources:The Content Marketing Institute - Joe PulizziSaaS Businesses: Drift, Alyce, metadata.ioChris Walker at Refine LabsDave GerhardtMetigySimo Ahava - “Manipulate Response Headers In Server-side Google Tag Manager” ArticleTodd Clouser from Refine LabsSixt Sponsored Road Trip Article In TimeOutYou can find transcripts, 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!

Well, how did we end up here?George is on TikTok!…and it has some interesting thoughts about what George might be interested in…While he’s navigating that minefield, we manage to give you a quick overview of everything that’s to come this season:What can B2B marketers do to drive demand by being helpful?What’s involved in being helpful?Why does simply being helpful work?And how you can take that framework and apply it to the company you work in!Tune in this week as we start to build the framework for getting your content working for you.Links To Mentioned Resources:The Boomerang Effect - Tim ReidTemplate Questions For Getting To Know Your CustomersApple Podcast Reviews - Scroll Down To “Ratings & Reviews”You can find transcripts, 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!Apple Podcast Reviews - Scroll Down To “Ratings & Reviews”

…And we’re back!Although the summer of George has not panned out as we hoped, there were big positives for us!While it was one overshadowed by the ongoing pandemic, we hope you’ve had a good break and are ready to get back into getting the best out of your B2B marketing!We start this year off discussing some key principles to focus on as we embark on 2022.So tune in as we talk about what we’re digging into this year in B2B marketing!Links To Mentioned Resources:theb2bplaybook.comYou can find transcripts, 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 end of the year is upon us.We hope you’re all gearing up for a safe and fun festive season!We’ve covered a lot of ground this year.As we take a look back at our first year of podcasting......we hit the main takeaway points so far, and share our favourites from the bunch.If you don’t have much time, make sure to check out this week’s episode as we point you to the biggest tips and concepts for you to use in leveling up your B2B marketing!We also share what we’ll be digging into next year, which we can’t wait to get into!Tune in for all that and more in our last episode of the year.Links To Mentioned Resources:Episodes DirectorySavvy Copy siteYou can find transcripts, 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!

In our first interview ever, we had Kiarnii Tickle on the show!She gives a great window into what B2B marketing is all about, from challenges to how to show ROI.A dear friend of ours, Kiarnii is an exceptional marketer in general. She shows how some of the main concepts we’ve been talking about really deliver in her own experience at Altis Consulting.Join us as we put it all together, seeing the theory in practice.A special thanks to Kiarnii for joining us and her time, and Altis Consulting who are on an amazing B2B marketing journey!Links:Kiarnii’s LinkedInAltis ConsultingYou 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 that seems like a lot of work, Kev and George.Can’t I just hire someone else to do it?!You know our view about that now. Generally no, but there are parts you can! There’s also times when an agency is a better choice.We give you a framework & set of questions to determine if you’re ready to engage an agency to get the best bang for your buck!Books MentionedExperts Secrets - Russell BrunsonThe Boomerang Effect by Tim ReidEpisode 4 - Be HelpfulYou 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!

George has the blues…But it’s not all doom and gloom!He’s only learning the blues on the piano!But what does driving for Uber have to do with your growing business?We explain the relevance in this episode where we discuss data.Why is data so important for SMEs?Even for B2B SMEs?!What data is actually important for SMEs?How do you get the data you need?Tune into this week’s episode to kick start your data journey for your business!Links To Things Mentioned:Email George at [email protected] for more information about our PPC course.Google’s Data Tools:Google Tag ManagerGoogle AnalyticsGoogle Search ConsoleHotjarMicrosoft ClarityPixel Set Up Instructions For:LinkedInFacebook / InstagramGoogle AdsYou 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 round of Facebook outages is a timely reminder.Build Your Own Channel Of Direct Communication With Your Customers!...and make sure you don’t say too many weird things on social media like when George was younger.We’re only joking!This week we’re talking about the roles that your website can play for your B2B business and one key theme to keep in mind as you go through and build, audit, or rebuild your business website.Tune in for some great tips on this and whether we think it’s worth your while building your website yourself!Links To Mentioned Resources:Joe PulizziSavvy CopySearch Engine JournalDripifyWebsite TemplateJimmy at Digital RecipeYou 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!

Is Kevin really complaining about a free meal?!What car brand is or isn’t sponsoring our podcast?!What things do you really need to set up for your business from day 1 of having your website live?!You’ll find the answers to these and much more in this week’s episode.Part 2 of “Building Basic Visibility Online” for your business sees Kevin and George cover how to decide which channels are the best for your business and how to start testing them as well.By the way, we’re kidding about the car sponsor. :)Things discussed during the episode:Episode 9 - Defining Your BrandOnsite things to work on: sitemap, robots.txt, title links & meta descriptionsYou 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!

When Kevin signed on to do the editing for the podcast, he wasn’t expecting it to affect his relationship with his fiance. Fast forward a few months, and all he can hear is ums and uhs from his partner, as well as George and himself!But for the most part it is just about keeping the podcast on track with the editing!It’s another short episode packed with great frameworks and ideas on how to grow your business online.We’re covering why doing a great website and getting it seen online is two very separate things.We also give you a few short questions to help you understand any online advertising channel, whether that’s Google, Facebook or TikTok!Once you understand that, you’ll be able to make the most out of these channels.Next week, we’ll even guide you through picking the right channels for your business! So be sure to tune into part 2 of building basic visibility online for your business!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!

George is sharing tips to find love on dating apps. Or at least get some matches at all!Who knew the principles for finding your dream customers are so similar to those for finding love in the modern world of dating?!It’s all about using what we talked about last episode (getting into the heads of your dream customers and speaking their language) to then find where they already are online and joining the conversation.Before we got too sidetracked, we also dug deep into why the Dream 100 concept works so well. Why it’s so efficient for growing a business and developing relationships.But it’s all well and good in theory. How you actually put it into practice is often another matter.Well..That’s something else we dig into! We share some of the easiest places to start finding your Dream 100.And once you’ve found them, what do you do?BE HELPFUL!It may be skipping ahead a little to stage two of The 5 Be’s framework we talk about, but that’s it in a nutshell!We hope you find something useful in this episode, which covers some concepts hugely influential to us!Links to things discussed during the episode:Experts Secrets - Russell BrunsonThe Small Business Big Marketing PodcastThe Boomerang Effect by Tim ReidYou 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 not going on a picnic, even if it’s the only way he’s getting social contact during a pandemic.George tries to string together a segway from this to getting inside the heads of your customers.While we might not be the best at segways, we do have a few good ideas about how to understand customers and making sure you’re heard.Episode 11 stays in the Be Ready stage of our 5 Be’s. We talk about the 3 core markets products and services are selling into. Then we touch on understanding what your customers are thinking by looking at how they think about moving away from pain and towards pleasure.A quick and zippy podcast episode to give you some basic frameworks to help you determine what your customers are thinking and if you’re talking the same language!Please join us!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 on Apple Podcasts? 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 should be sounding crispy this week!At least to us anyway! Kev’s been able to kick a nagging ear infection and George has a new microphone and headphone setup for recording. George is even adding a digital gripes segment!We’re continuing the journey of getting the basics right for your B2B SME. This week look at how to define and document your dream customers.It’s a crucial step that is often rushed. We help you get to the level of detail you need to build a solid foundation quickly with a few practical tips on what to look for and how to get it.It’s a fun episode where the information comes thick and fast. So be sure to join us!Links to things discussed during the episode:The 4 Hour Work Week - by Tim FerrissDream Customer Avatar template available at theb2bplaybook.comYou can find transcripts, 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 looking at how to actually start building a powerful brand for your business in this week’s episode.But first, find out how Kev’s telling George subtly to zip it! Ah at least our lame jokes crack each other up :’)This week we start by talking about why a powerful brand and story around that brand is more important for B2B businesses than B2C. And also a few quick exercises and frameworks to guide you towards building such a brand.Tune in for a few great exercises to get to an effective brand and business pitch!Links to things discussed during the episode:Building A StoryBrand - Donald MillerYou can find transcripts, 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!