The B2B Playbook

In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.We cover:Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership.If you are a B2B marketer or founder struggling with rising customer acquisition costs and want a more affordable, high-trust way to reach your ideal customers.Tune in and learn:- Why partnerships transfer trust from aligned brands to your audience- How overlapping ICPs make partnerships more effective than cold outreach- Why AI-generated content is making owned audiences even more valuable- The importance of executive buy-in and clear KPIs to make partnerships stick- Brian's #1 tip: don't go for the big fish first. Start with complementary, similarly-sized partners- The 4-step action framework: identify, shortlist (top 3–5), reach out, and go deep-----------------------------------------------------

Revenue leaders don't trust their pipeline anymore.In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what's really happening inside revenue teams right now.We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn't fixing behaviour.This is a deep dive into revenue enablement strategy at the leadership level.We cover:+ Why buyers are frozen (FOBO from FOMO)+ The 2x2 coaching model every sales leader should use+ Why “software with a service” is the future of SaaS+ How behaviour, identity, and mindset drive real adoption+ Why you are your calendarIf you lead sales, marketing, or revenue teams – this conversation will challenge how you think about enablement.Tune in and learn:+ How to fix forecast uncertainty+ How to build behaviour-led performance+ How to align revenue teams around real commercial oversightIf you care about predictable revenue, commercial common sense, and long-term alignment – this one's essential.-----------------------------------------------------

Most B2B content looks polished. But almost none of it gets remembered.In this episode, we break down why humour isn't a creative risk in B2B.It's a strategic advantage.We're joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue.Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.We also unpack:+ Why most B2B brands confuse looking professional with being effective+ The science behind entertaining ads and higher conversion rates+ How to turn real customer pain points into memorable content+ Five practical frameworks to generate funny B2B ideas+ How to build a sitcom-style content series for your brand+ How to get CEO buy-in without calling it “comedy”Tune in and learn:+ Why humour works better than features in B2B+ How to create distinctive brand memory in a world of AI slop+ How to apply comedy without damaging credibilityIf you're a B2B marketer trying to stand out, build trust, and stop blending in, this episode is essential.-----------------------------------------------------

Most small B2B teams know product marketing matters.Very few know how to make it work without specialists or big budgets.In this episode, we're joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams.We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one.Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out.Tune in and learn:+ How product marketing really works in small B2B teams+ What product marketers should say no to (and when)+ Why pricing and positioning are inseparableIf you're in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch.-----------------------------------------------------

Most B2B teams rely on founder energy – until it stops working.In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect.Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory.This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout.Tune in and learn:+ Why people buy from founders before they buy products+ How to scale founder content beyond personal reach+ Why Thought Leadership Ads work – and where they fall short+ How brand memory unlocks the next stage of growthIf you're a B2B marketer or founder trying to turn visibility into pipeline, this episode shows how to bridge founder energy into a real brand engine.-----------------------------------------------------

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can'tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we're joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can't access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn't about logos or colours.It's about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you're selling to senior decision-makers and struggling to get attention, this episode shows why brand isn't optional.It's the door-opener. -----------------------------------------------------

Most B2B content fails because it isn't built on a strategy.In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten.We unpack why “adding value” isn't enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue.We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust.Tune in and learn:+ Why most B2B content strategies fail+ How to anchor content to a clear point of view+ How to make your product the logical conclusion of your cIf you're a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact.-----------------------------------------------------

Closed Circuit Selling: Why the Funnel Is Breaking Your GTMMost go-to-market teams aren't failing on effort. They're failing on architecture.In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound.We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together.Tune in and learn:+ Why buyer journeys are non-linear, and funnels create blind spots+ How to shift from meetings quotas to conversation-driven market validation+ Why intent data can't replace first-party conversationsIf you're a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns.-----------------------------------------------------

Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J HughesMost teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals.But those are signals of a deeper problem: the revenue system itself is broken.In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today.We get into:Why predictable revenue models collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again.We also talk ICP, cataloguing, air cover, performance gaps, and Tony's new book Sentient — plus what AI means for the future of selling.Tune in and learn:Why the old sales & marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AIIf you're a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up.-----------------------------------------------------

The Simple 3-Step B2B Demand Generation Strategy for 2026

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

B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure ItMost B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets.But none of that matters if buyers don't remember you when a real buying moment hits.In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics.We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand's commercial impact.Tune in and learn:+ How to build memory with future buyers using CEPs and distinctiveness+ How to measure brand with ABLE, brand lift, and responsible reach+ How to position the brand function so leadership finally takes it seriouslyIf you're a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”.-----------------------------------------------------

The 2026 B2B Content Strategy Most Marketers MissMost teams ship more content than ever… but almost none of it helps buyers do their job this week.In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable, and make their product the natural next step.Tune in and learn:+ Why “helpful content” means solving one real job your ICP has this week+ How Rivet's Construction Is Hard show turned content into 70% of pipeline+ How to make your product the conclusion of the story, not the headline actPerfect for small-team marketers looking for fast, actionable plays to use this week.-----------------------------------------------------

What's Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling)Outbound sales is at a crossroads.Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever.So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question:What's next for outbound sales?Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like. We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals.If you sell, market, or run a revenue team, this conversation will change how you think about outbound.Tune in and learn:+ Why Predictable Revenue was never meant to be a “meetings engine”+ How outbound broke – and how to rebuild it around market validation+ Why the future of outbound is more human, not more automatedIf you're trying to fix noisy outbound, align sales and marketing, or build a modern revenue system, this episode is a must-watch.-----------------------------------------------------

Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn't wrong — the market's interpretation was.In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings.You'll learn: + Why Predictable Revenue got misused as a meeting-engine, not a validation system+ How to catalogue your market to uncover real buying signals+ A simple way to align sales and marketing around timing and handoffsPerfect for small-team marketers and sales leaders ready to modernise outbound and build predictable revenue the right way.-----------------------------------------------------

Outbound sales has changed — and so has Predictable Revenue.In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what's working for 2026 and beyond.We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You'll hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success.Tune in and learn: + Why Predictable Revenue was never just about meetings+ How to rebuild outbound around timing, trust, and signals+ The 4-Funnel System that helps sales and marketing stay alignedIf you want to future-proof your outbound strategy for 2026, this episode is a must-watch.-----------------------------------------------------

Too many marketers treat intent data like X-ray vision – but it can't actually tell you who's ready to buy.In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing.You'll learn: + Why intent scores create false positives (and how to spot them)+ How sales cataloguing captures true buyer signals+ The Signals → Catalogue → Feedback loop that aligns marketing and salesPerfect for teams who want reliable signals – not synthetic data.-----------------------------------------------------

Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head.Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.”They explain how the Closed Circuit Selling framework replaces outdated outbound with validated, permission-based outreach that unites Sales, Marketing, and Customer Success under one rhythm.Tune in and learn:+ Why cataloging the market gives you timing signals that drive predictable growth+ The exact questions to validate fit, timing, and permission to follow up+ How to align Sales & Marketing around validated accounts instead of vanity metricsIf you're a B2B marketer or sales leader stuck in “meetings-booked” chaos, this is your blueprint for a smarter, more efficient GTM motion.-----------------------------------------------------

We're showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption.In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid throttling reach, and where to find those “free” landing-page clicks inside Ads Manager. Perfect for small B2B teams who need smarter results from the same spend.We also show how to map your link choice to the 5 Stages of Awareness—and why sending people to another LinkedIn post often outperforms a website link early in the journey.Tune in and learn:How to avoid reach penalties and still add links that convert laterWhat to link to next (and why another LinkedIn post can win)Where to measure “free clicks” inside LinkedIn AdsIf you run thought-leadership ads, this is a must-watch—simple, fast, and proven for B2B marketers who need more outcomes from limited budget.SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/Chapters00:00 The 2-Minute Hack for Free Clicks on LinkedIn Ads00:15 Why You Shouldn't Add Links on Day One00:45 What to Link to Instead (Next Logical Step)01:15 Measure Your “Free Clicks” in Ads Manager

Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer EffortToo many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and actually help buyers make better decisions (without annoying them).We (George Coudounaris & Kevin Chen) break down where friction belongs in your buyer journey, when gating makes sense, and how to turn forms, events, and content into useful market intel. We also dig into progressive profiling and cataloguing so Sales get timing, permission, and real-world context they can act on.We'll show standout moments like: why you should stop gating case studies, how to design “good friction” for community signups and workshops, and a simple green-yellow-red scoring method to fix bad friction fast.Tune in and learn:+ The difference between good vs bad friction (and how to spot each)+ When to gate (community, events, newsletters) and when not to (case studies)+ How to use progressive profiling to “catalogue” vendors, renewal dates, and permission to follow upIf you're a small B2B team, this episode is a must-watch. You'll walk away with a friction map you can fix this week, a scoring system to prioritise changes, and a smarter way to feed Sales with timing-based insights.-----------------------------------------------------

Outbound is breaking — and most teams don't even realise it yet.In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing.We break down how the SDR→AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today's best sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue.Scott shares what he's seeing across 160 + companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School's Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again.Tune in and learn:+ Why outbound is breaking — and what replaces it+ How to comp on held meetings or revenue, not vanity KPIs+ How to validate and catalogue your market for smarter timing+ The new edge: AI + network + unscalable playsIf you're a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it.-----------------------------------------------------

How do you go from a scrappy B2B SaaS with early traction… to a repeatable, scalable growth machine?In this episode, we sit down with EVP's Allen Zhu — founder-turned-PM-turned-investor — to unpack the go-to-market playbook for scaling from 1 to 10. We dive into how top SaaS companies segment their market, fund sales and marketing early, and build moats that compound.Allen shares real examples from EVP's portfolio (including Nexl) and explains how segmentation, workflow-driven expansion, and smart early investment helped them scale fast without burning cash.Tune in and learn:+ How segmentation drives efficiency — and the Nexl case that proves it+ The “self-funding” model for early sales & marketing investment+ Product expansion frameworks: follow the workflow, then follow the money+ How to build switching-cost moats and pre-board ROI for enterprise dealsThis is a must-watch for any B2B marketer or founder navigating the jump from early traction to scalable growth.-----------------------------------------------------

How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.Tune in and learn:+ How to leverage partners and influencers to exponentially grow your webinar audience+ The 6-step registration process that captures crucial lead data and drives conversions+ Post-webinar strategies that turn no-shows into demo bookings and sales opportunitiesThis episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Game-Changing Webinar Strategy You've Been Missing02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance07:09 Leveraging Partners and Influencers for Massive Webinar Growth11:37 The 6-Step Registration Process That Drives Results16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion26:29 Post-Webinar Strategies That Turn Attendees into Customers31:30 The Power of Problem Awareness in Demand Capture37:10 Automating Follow-Ups: Balancing Efficiency and Personalization41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool-----------------------------------------------------

If your outbound is optimised for meetings, not conversations, you're burning cash and trust.We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up.Joey shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn't the shortcut you think it is.Tune in and learn:+ A practical B2B outbound strategy built on conversations and 6 disposition buckets+ Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it)+ Why pipeline coverage and meeting quotas mislead teams, and what to measure insteadThis is a must-watch if you're a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals.-----------------------------------------------------

How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.We're walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that's working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.You'll learn how to:+ Map your LinkedIn content to the five stages of awareness+ Use thought leadership marketing to build trust at scale+ Combine paid media and outbound to unlock high-intent conversationsWatch this if you:+ Want a scalable way to generate demand on LinkedIn+ Need a better B2B LinkedIn ad strategy that drives revenue+ Are trying to get in front of ideal customers with zero brand awarenessWe show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It's the same framework behind our $10K/month retainers—and it works for any B2B brand.This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.-----------------------------------------------------

B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do ItIf your marketing budget keeps getting cut or ignored, it's not you—it's the model.In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a balanced brand + demand mix that compounds.We share the path we use with our 5 BEs framework—start lean and organic, prove the message, then use paid to amplify. You'll hear realistic ROI guardrails, when to rebalance spend, and how category (established vs new) should change your split.Tune in and learn:+ How to avoid the top-down and bottom-up budget traps+ The “validate, then amplify” approach that saves cash and increases impact+ ROI ranges and a stepwise shift from BOFU to demand + brandIf you're a B2B marketer in a small team, this is the clearest way to plan and defend your budget—and actually deliver revenue impact.-----------------------------------------------------

Community-Led Growth: How To Turn Customers Into Your Growth EngineWe break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circles that turn casual users into passionate advocates and ambassadors.We show you how to:+ Make community a core growth engine (not a side-channel)+ Design onboarding and programming that build habit+ Use contribution, access, and recognition to scale advocacyIf you're a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.-----------------------------------------------------

Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.We unpack how to work backwards from revenue goals, align Sales, Marketing and CS around market validations, and build compounding demand with brand and partners.Tune in and learn:+ The 10-line economic model behind a scalable B2B revenue engine+ How to replace MQLs with market validations and fix SDR incentives+ Ecosystem activation plays that compound trust and pipelineIf you're a B2B marketer in a small team, this is a must-watch. It's practical, numbers-first, and shows how to turn brand, SDRs, inbound, and partners into one working B2B revenue engine.-----------------------------------------------------

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August. https://theb2bplaybook.com/demand-generation-courseInside the program, you'll get:On-demand materials you can work through in your own time6x live Q&A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS and servicesAlison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.Allister Hamilton used it to triple his pipeline in services.If you're a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.

Demand Generation Course Review: What I Learned Inside The B2B IncubatorThinking about joining a demand generation course—but not sure if it's worth your time?We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth.Allister shares:+ Why he picked this program over other courses (including how it's different to Ritson's Mini MBA)+ How he got sales to actually use their content+ The exact results they saw (3x more prospect meetings, 200% LinkedIn lift, +75% attributed pipeline)Tune in and learn:+ How to build a demand gen engine with a small team+ A practical content system that aligns sales and marketing+ What to expect when you join The B2B IncubatorIf you're serious about levelling up your skills, aligning your team, and finally seeing results from your content—this episode is for you.-----------------------------------------------------

If your sales and marketing teams feel like they're running different races, this episode will show you the framework to fix it – fast.We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You'll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.We'll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.Tune in and learn:+ Why most GTM teams are misaligned – and the root cause+ How to capture first-party market intelligence that makes marketing commercially viable+ The step-by-step framework for aligning sales, marketing, and customer successThis is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.Want access to the GTM Map that's blurred out? Register for our next webinar:

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine. The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn. It gets sales, marketing and customer success to all play on the same team. Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.Tune in and learn:+ How to define your next best market+ How to reposition your business to make it a 'no brainer' for future customers+ How to prioritize your next targets by cataloguing the marketIf you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine01:28 Why Understanding Your Best Market is Crucial for Success03:41 The Four-Step Process to Drive Better Commercial Outcomes05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule08:40 Step 2: Deep Dive into Customer Understanding11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients13:50 The Power of Direct Customer Interviews vs. Data Analysis16:20 Step 3: Updating Your Positioning and Messaging17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales20:20 The Benefits of Building Relationships Through Market Research22:08 Wrapping Up: The Foundation for a Successful Growth Engine-----------------------------------------------------

Transform Your Marketing with our Demand Generation Course, The B2B IncubatorWe dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.Tune in and learn:+ Why the 5 Bs Framework is a game-changer for B2B marketers.+ How to create a scalable demand generation strategy.+ Real results from marketers who took this journey.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Welcome to the B2B Incubator02:00 Who is This Program For?04:00 Common Challenges in B2B Marketing06:00 The Three Key Shifts for Demand Generation08:00 Why the B2B Incubator Works10:00 The 5 Bs Framework Explained12:00 Consistency is Key in Demand Generation14:00 Overview of the Program Structure16:00 The Templates and Tools You'll Use18:00 Career Benefits of the Program20:00 Real Success Stories from Alumni22:00 FAQ: Common Program Questions24:00 How to Secure Buy-in for the Program25:30 Next Steps to Join the B2B Incubator26:40 Final Cohort Info-----------------------------------------------------

Why Most B2B Positioning Fails (And How to Fix Yours)Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.Tune in and learn:+ The 6 most common B2B positioning mistakes (with real examples)+ Why your homepage is the best place to anchor positioning+ How to craft a clear, credible message your team can align aroundIf you've ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.-----------------------------------------------------

Why MQLs Are Broken (And What to Measure Instead)B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.In this episode, we're joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.Together, we unpack why the MQL became marketing's biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it's actually commercially viable.Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.Tune in and learn:+ Why MQLs are based on “fantasy intent” — and what to track instead+ How to replace lead gen with real account intelligence+ What sales, marketing, and CS need to align on to win deals (and renew them)If you're a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.-----------------------------------------------------

Most marketers still obsess over Google blue links. We're here to show why that's yesterday's game.We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google's AI Overview.You'll hear the exact tactics small teams can use to out-manoeuvre enterprise giants: think listicle “cheat codes”, brand-mention campaigns, and Reddit seeding that LLMs love.Tune in and learn:+ Zero-click search - why clicks are disappearing and how to adapt+ Brand mentions are better than backlinks - the new authority signal LLMs crave+ 90-day sprint - ship pages, listicles and PR faster than big brandsThis episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.-----------------------------------------------------

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.Tune in and learn:+ The “earn the right” test Leslie uses before every email or call+ How to rebuild SDR metrics around market validations - fast+ Why AI tools like Clay help only when you start with real buyer insightThis episode is a must-watch if you're serious about building a profit-generating pipeline without burning trust (or your team).-----------------------------------------------------

Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue.In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions.We'll show you how to build a strong point of view, map it to your buyer's journey, and use thought leadership ads to hit the 95% of the market that isn't ready to buy… yet.Tune in and learn:+ The 3 questions every POV must answer to resonate+ Why most marketers fail at thought leadership (and how to fix it)+ Our exact LinkedIn Ads system for turning content into pipelineThis episode is a must-watch if you want to move beyond vanity metrics and make your brand the one buyers remember when they're ready to act.-----------------------------------------------------

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.Shawn's seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he's brutally honest about what actually works today.Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.Here's what we cover in this episode:+ Why most sales development strategies fail before the first call+ The power of cataloguing accounts (and why it's better than intent data)+ How to build outbound systems that don't collapse when your SDR quits+ What real Sales and Marketing alignment looks likeTune in and learn:+ Why timing is a weak signal (and what to track instead)+ How cataloguing transforms your outreach strategy+ What great commercial architecture actually looks likeThis episode is a must-watch if you're a B2B marketer or sales leader who's tired of outbound that doesn't scale, and wants a better way to reach your market.-----------------------------------------------------

Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.This episode, we break down how to get out of that cycle – without dropping results.We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.Here's what we cover in this episode:+ Why most marketers default to the short term (and how to break the habit)+ The truth about diminishing returns in performance marketing+ The role brand plays in lowering CAC and increasing sales velocity+ How to map every activity to a stage of awareness using a unified frameworkTune in and learn:+ Why only 5% of your market is ready to buy – and what to do with the other 95%+ How brand building actually impacts the short term too+ How to balance your marketing budget (even on limited resources)This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss's patience.-----------------------------------------------------

Why Most B2B Sales Teams Are Failing (And How to Fix It)Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.But that's not how today's buyer wants to buy.In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what's broken in B2B sales – and what comes next.We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.Here's what we cover in this episode:+ Why the predictable revenue model has failed us+ How to segment and validate your market the right way+ The DISC profiling framework that changes how you sellTune in and learn:+ Why AI is wings for the good… but crutches for the lazy+ The Dust Bowl of B2B sales – and how to escape it+ How CRO School and Humantic AI fit togetherIf you're in B2B and tired of tactics that don't work anymore, this is a must-watch.-----------------------------------------------------

How Far Should You Niche Down? (And How to Know You've Got It Right)Most marketers are targeting too broadly—and it's killing their go-to-market.In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.We'll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.Here's what we cover in this episode:+ Why niching down feels scary—but works+ How to use the 80/20 rule to uncover your best (and worst) customers+ How to test and validate if your niche is big enough to sustain your businessTune in and learn:+ The full step-by-step process to finding your Minimum Viable Market+ Real examples of how to apply firmographic, demographic, and psychographic filters+ How to reposition your business over time without losing momentumThis episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you're stuck trying to build pipeline, this is the most important strategy you're probably missing.-----------------------------------------------------

How to Use AI to Cut Customer Research Time in HalfMost B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming. This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on.We've experimented extensively and will share the exact process that allows marketers in small teams to finally complete customer interviews efficiently. Using AI the right way can transform qualitative data into clear, actionable insights faster than ever.Tune in and learn:+ The best AI tools for transcribing and summarizing customer interviews+ How to avoid common pitfalls (like AI hallucinations!)+ The quickest way to build accurate, insightful customer avatarsThis episode is a must-watch for B2B marketers tired of customer research always falling off the to-do list.-----------------------------------------------------

Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to?This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers.We also share the powerful go-to-market process of Cataloguing the Market—a strategy that helps you validate who's actually a good fit before you waste a single dollar on ads or outbound.Tune in and learn:+ How to identify and define your Anti-ICP (with examples)+ The 80/20 analysis that reveals who's a drag on your business+ Why Cataloguing the Market gives you unfair timing advantageIf you're tired of spending time and money chasing the wrong accounts—or if you're looking to finally build a sustainable demand engine = this episode is a must-watch.-----------------------------------------------------

Why Your B2B GTM Strategy Needs the 5 BEs Framework NowMost B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer.That's why we created the 5 BEs Framework.This week, we show you how to move beyond demand generation and build a complete go-to-market strategy—tailor-made for small B2B teams.We've used the 5 BEs to help B2B marketers in both small and large orgs drive more pipeline, get sales and leadership buy-in, and scale trust across the entire buying journey.Tune in and learn:+ How the 5 Stages of Awareness connect brand and demand+ Why Demand Gen marketers are the new GTM Architects+ How to scale trust and pipeline—without more headcountThis episode is a must-watch if you're in a small marketing team and need a single system to punch above your weight, align your org, and make marketing finally feel like it's working.-----------------------------------------------------

Why is go-to-market still broken in B2B?Because nobody owns the commercial outcome.In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.This isn't another “alignment” chat.It's a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.We cover:+ How Predictable Revenue broke GTM—and what comes next+ Why “meetings booked” is a destructive metric+ The missing role of commercial acumen in sales and marketing+ What Passetto does to bridge GTM and finance+ How CRO School is restoring financial ownership across revenue teams+ And why this isn't a fix at the department level—it's a top-down restructureIf your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.https://theb2bplaybook.com/cro-school-----------------------------------------------------

How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.We're walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that's working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.You'll learn how to:+ Map your LinkedIn content to the five stages of awareness+ Use thought leadership marketing to build trust at scale+ Combine paid media and outbound to unlock high-intent conversationsWatch this if you:+ Want a scalable way to generate demand on LinkedIn+ Need a better B2B LinkedIn ad strategy that drives revenue+ Are trying to get in front of ideal customers with zero brand awarenessWe show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It's the same framework behind our $10K/month retainers—and it works for any B2B brand.This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.-----------------------------------------------------

Sales Methodologies Are Killing Your Revenue TeamMost sales teams swear by Gap, Challenger, or Spin.But these sales methodologies were never designed to align your go-to-market team.In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are failing modern revenue teams.We explore the commercial damage caused by Predictable Revenue, why CROs from sales backgrounds often lack the full commercial picture, and how Closed Circuit Selling provides a revenue alignment system that scales.Tune in and learn:+ Why Predictable Revenue broke marketing, sales, and CS alignment+ How to engage 100% of your market — not just the 5% in-market+ The new commercial architecture for efficient GTM teamsThis episode is a must-watch for founders, marketers, and sales leaders who are sick of operating in silos and want a proven system to unify the go-to-market function.-----------------------------------------------------

Why Your Thought Leadership Isn't Working (And How To Fix It)Most B2B marketers and founders are investing in thought leadership—but seeing zero results.In this episode, we sat down with LinkedIn Ads expert Justin Rowe (Founder of Impactable) and SaaS marketing leader Rohit Srivastav (FleetPanda, S11s) to break down why your content isn't landing—and what to do about it.We get into the biggest mistakes brands make, how to build an audience that actually cares, and how to get your founders and team to consistently create thought leadership without it becoming a chore.Tune in and learn:+ Why most thought leadership fails before it even begins+ How to build an audience of your ideal customers (from scratch)+ The systems you can use to generate expert content every weekThis episode is a must-watch for anyone trying to build brand, trust, and pipeline in 2025. Whether you're a founder, a marketer, or just trying to stand out—this one's packed with practical playbooks you can start using today..-----------------------------------------------------

Sales and marketing teams often feel worlds apart—competing priorities, clashing strategies, and constant miscommunication. But it doesn't have to be that way.In this episode, we break down how sales and marketing can finally get aligned, collaborate effectively, and drive more revenue by working smarter—not harder. We reveal practical steps for modern B2B teams to bridge the gap, streamline their processes, and tackle today's toughest growth challenges together.Tune in and learn:+ The critical mistake keeping your teams misaligned+ How to build a powerful sales & marketing partnership+ Why modern sales and marketing alignment is your key growth leverThis is a must-watch episode for sales and marketing professionals who are tired of internal friction and want clear, actionable strategies for winning as one unified team.-----------------------------------------------------

We all know video content works, but are you really leveraging it to its full potential?In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight.Lindsay dives deep into how and why video effectively captures mindshare, engages your audience authentically, and drives significant business results.We'll share how to easily repurpose existing videos to amplify your campaigns and even reveal the exact LinkedIn strategy that landed a 35% conversion rate—without any extra spend!Tune in and learn:+ Why capturing mindshare with video sets you up for long-term success+ Easy ways to repurpose your existing videos into fresh content+ How to run high-conversion campaigns using video on LinkedInThis episode is a must-watch for marketers who want to cut through the noise, engage their audience authentically, and maximize ROI from existing video assets.-----------------------------------------------------