The B2B Playbook

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Why Most B2B Sales Teams Are Failing (And How to Fix It)Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.But that's not how today's buyer wants to buy.In this episode, we sit down with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.-----------------------------------------------------

Stop Overpaying: Mastering LinkedIn & Meta Ads for B2BWe created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising.We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost.You'll hear exactly how to apply our five stages of awareness, so you always share the right content at the right time.Tune in and learn:+ The biggest mistakes we see B2B marketers make on LinkedIn+ How to build laser-focused ICP audiences that actually convert+ Simple ways to slash your ad spend by using Meta strategicallyThis episode is a must-watch because we show you how to spend less, convert more, and keep your boss and sales team happy.This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------

Building a thriving community and life as an in-house marketer. Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it's really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that's now thriving.If you're tired of figuring it all out alone, this is the episode for you.Tune in and learn:+ The biggest challenges in-house B2B marketers face (and how to solve them)+ Why community is becoming a MUST for B2B marketers+ How Axel built Generate into a 300+ member strong B2B marketing hubThis episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------

How to Talk to Customers & Actually Learn Something (The Right Way)Most B2B marketers THINK they're doing customer research… but they're doing it all wrong.This week, we're joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.Ryan has conducted over 2,000 customer interviews, and he's going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.Here's what we cover in this episode:Why most marketers are FAILING at customer research+ The simple process to run 1-on-1 interviews that reveal real insights+ How B2B buyers actually make decisions (Hint: It's NOT the funnel)Tune in and learn:+ The 4 types of customer interviews you NEED to be doing+ The best questions to ask to uncover buyer motivations+ How to get people to actually agree to customer interviewsThis episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.-----------------------------------------------------

How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!)We're breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we're sharing the entire virtual event playbook with you!If you're thinking about running a virtual event, but you're overwhelmed by the planning, marketing, and execution—this is for you. We cover everything from picking the right topic to driving registrations and keeping attendees engaged.Tune in and learn:+ How to pick the perfect event theme that attracts the right audience+ The secret to landing top-tier speakers (even if you have no budget!)+ How we got 500+ highly targeted registrants in just a few weeks+ The must-have assets for a seamless event (brand kits, promo videos, and more)+ The #1 mistake marketers make when running virtual events+ What we'd do differently if we were launching an event againThis episode is a must-watch for any B2B marketer looking to drive real business results with virtual events. Whether you're running webinars or large-scale summits, you'll walk away with actionable strategies to make your event a success.-----------------------------------------------------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 Launching Our First Virtual Event – Here's How04:00 Why Virtual Events Work for B2B Marketers08:00 The Three Key Phases of a Virtual Event12:00 How We Chose the Perfect Theme and Audience16:00 Landing Big-Name Speakers for Your Event20:00 The Collateral You Need for a Successful Event24:00 The Promo Video Strategy That Drove Signups28:00 How We Got 500+ Registrants in Just 8 Weeks32:00 Getting Speakers to Promote the Event for You36:00 Engaging Your Audience During the Event40:00 The Secrets to Seamless Event Execution44:00 The Importance of Post-Event Follow-Up48:00 Why Thoughtful Speaker Gifts Matter52:00 Turning Your Event Into Evergreen Content56:00 Final Thoughts & Lessons Learned-----------------------------------------------------

The Simple 3-Step B2B Demand Generation Strategy for 2025Want to contribute more to your company's pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine.Most B2B marketers struggle because they only focus on capturing demand. But if you're only targeting in-market buyers (just 5% of your audience), you're leaving 95% of potential revenue untapped.In this episode, we share the 3 core steps of a winning B2B demand generation strategy for 2025 that not only captures demand but also creates and nurtures future buyers.Tune in and learn:+ The 95/5 rule and why your ads aren't scaling+ How to align your strategy with your best-fit customers+ The easiest way to create and distribute demand-driving contentIf you want higher-quality leads, better sales alignment, and scalable revenue growth, this episode is for you.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Introduction: The 3-Step Demand Generation Strategy for 202500:01:53 What is Demand Generation? Breaking it Down00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale00:07:31 The 5 Stages of Awareness: Understanding Your Buyers00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers00:12:31 Real-Life Examples: Why Familiarity Wins in B2B00:15:08 The Demand Generation Strategy for 2025: Key Objectives00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers00:23:56 Step 2: Be Helpful – Building Trust with Content00:27:18 Creating a Content Repurposing System for Maximum Reach00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy00:36:04 Final Takeaways & Key Lessons for 2025-----------------------------------------------------

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?That's exactly what Jess Cook, Head of Content at Island and co-host of the That's Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.We dive into real-world examples, including:+ A breakup letter that made IT professionals laugh (and convert!)+ A viral quiz that unexpectedly blew up on social media+ The hidden content signals that tell you whether your idea will workTune in and learn:+ How to test content ideas without wasting time+ What makes a piece of content go viral+ The must-have ingredients for high-performing contentThis episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.-----------------------------------------------------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 Full Circle 2024 with Jess Cook!01:10 The Power of Minimum Viable Content (MVC)03:00 Why MVC Should Be Part of Your Content Strategy06:00 How MVC Helps You Test and Save Time09:00 Real-World Example: Testing Ideas Before Big Campaigns12:30 What Makes a Great Minimum Viable Content?16:00 The 3 Essential Ingredients of High-Performing MVCs20:00 What NOT to Include in Your First Content Test24:00 The Secret to Measuring MVC Success27:00 When an Idea Works – and When It Fails31:00 How a Viral Quiz Almost Became the Next Wordle35:00 Why Even Great Ideas Sometimes Flop38:00 The Sweet Spot: How to Pick the Right Ideas to Test42:00 Using MVC to Prioritize Your Marketing Efforts46:00 Final Takeaways – How to Start Using MVC Today-----------------------------------------------------

We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply understand it and build trust with it.You'll learn how to:+ Identify your best-fit customers+ Build a roadmap of their buying journey+ Find out who is in-market vs out-of-market - so you know who to focus your attention on.Even better - Adem will show you how to do this without the fancy tools and tech!-----------------------------------------------------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 Introduction: Sales-Marketing Alignment03:00 The Predictable Revenue Model: Why It's Broken06:30 Market Segmentation: Your Competitive Advantage10:00 Why Narrow Targeting Drives Better Results13:30 Scoring Your Best Customers Effectively17:00 Firmographics, Psychographics, and Personas Explained20:30 Permission-Based Creative: Standing Out to Buyers24:00 Educating the 95%: Out-of-Market Strategies27:30 Cataloging the Market: A Step-by-Step Guide31:00 Building Feedback Loops Between Sales and Marketing34:30 Final Takeaways: Better Go-to-Market Strategies-----------------------------------------------------

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.Tune in and learn:+ Why churn and burn sales tactics are unsustainable+ How to align marketing and sales around shared goals+ The difference between being data-driven vs. data-informedThis episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 The Problem with Predictable Revenue00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo00:02:37 What is Loxo? Revolutionizing Talent Intelligence00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand00:07:18 The Difference Between Brand Awareness and Demand Creation00:09:23 The Obsession with Quantity Growth Strategies00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach00:16:10 Why Churn and Burn Tactics Are Unsustainable00:18:20 Building a Consultative Marketing-Sales Relationship00:22:03 Aligning ICPs and Segments Across Teams00:25:20 Sharing Goals: The Secret to Team Collaboration00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset00:36:01 How Podcasts and Content Build Brand Affinity00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency00:47:17 The Power of Speaking to Problems, Not Products-----------------------------------------------------

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!

Neuroscience and B2B marketing.It seems like there's a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work.But that's not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts.Chances are you're already familiar with and actioning some of these things by applying The 5 Be's Framework, in which we've baked in a lot of these ideas!We start our miniseries on Neuroscience by looking at the principles of reciprocity and consistency.While we try not to play too many mind tricks, there's certainly a few levers here you'll be able to pull to better help your dream customers!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------06:10 The Power of Triggers: Mother Turkeys' Instinct13:10 Introduction: The Power of Reciprocity14:00 Building Relationships through Giving15:30 The Principle of Reciprocity in Action17:00 Giving Value without Expectations18:20 Commitment and Consistency in Marketing19:50 Cognitive Dissonance and Consistency22:20 Small Commitments Leading to Bigger Actions23:50 Nurturing Relationships with Value24:50 Moving Up the Value Chain27:00 Conclusion and Recap----------------------------------------------------

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

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!

Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies. As we get into further areas of study, one such area to look further into is education ecosystems.Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?In this episode, we're exploring those questions as well as how to go about building one for yourself.It's the next level up on being helpful with your content. And one that has a lot of impact. But only if it's right for your business!-----------------------------------------------------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 Introduction: Building an Education Ecosystem01:00 The Five B Framework Overview02:00 The Role of Education in Brand Building03:00 AI's Influence in Modern Marketing04:20 Real-world Examples: SAS Platform05:10 HubSpot and Segment as Leading Examples06:40 The Pain Points in B2B Marketing07:50 The Power of an Education Ecosystem13:30 Automating Knowledge for Business Growth14:50 The Benefits of an Education Ecosystem----------------------------------------------------

In this episode, we sit down with Adrian Fagerlund, co-founder of Linkby, to explore how his revolutionary ad-tech platform is changing the game for brands and publishers. Linkby connects brands with the world's most prestigious publishers in record time while focusing on performance and measurability.Learn how Linkby has scaled globally, their approach to trusted advisor sales, and why their reverse pitching feature is a game-changer.Tune in and learn:+ How Linkby helps brands scale content across major publishers+ The role of communities and referrals in driving growth+ Why trusted advisor sales lead to long-term successThis episode is a must-watch for marketers looking to stay ahead in content and PR innovation.-----------------------------------------------------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 Introduction: Meet Adrian Fagerlund and Linkby03:00 What Is Linkby? Revolutionizing Content and Advertising06:00 Overcoming the Chicken-and-Egg Problem in Startups09:00 Redefining Sales: Trusted Advisors, Not Just Sellers12:00 The Role of Team Alignment in Scaling Rapidly15:00 Lessons from Pedestrian.tv: A Foundation for Linkby's Success18:00 Linkby's Global Team Bonus System: Driving Collaboration21:00 The Power of Communities and Referrals in Marketing24:00 Performance PR: Working with Agencies and Affiliates27:00 Exploring Linkby's Reverse Pitching Feature30:00 Feedback Loops: Improving Targeting and Aligning Teams33:00 What's Next for Linkby: Products and Innovations38:00 Key Takeaways from the Conversation with Adrian Fagerlund-----------------------------------------------------

We're thrilled to have Ryan Reisert on this episode of The B2B Playbook! Ryan is an outbound sales coach, go-to-market consultant, and author of "Outbound Sales, No Fluff." He shares the secrets behind Phone Ready Leads—a revolutionary system that increases connect rates while saving time.In this episode, we explore Ryan's journey, the math behind sales success, and how to align sales and marketing for greater efficiency. Ryan also breaks down his famous “buckets” process for prioritizing leads and how to catalogue your market to maximize results.Tune in and learn:+ Why connect rates matter and how to improve them+ The importance of shifting from lead gen to demand gen+ How to align sales and marketing for long-term growthThis episode is a must-watch for B2B marketers and sales teams ready to level up their outbound game.-----------------------------------------------------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 Introduction: Solving the Connect Rate Problem02:00 Ryan's Journey into Sales and Marketing04:50 The Birth of Phone Ready Leads07:30 Understanding Sales as Math and Strategy10:20 Building Effective Lead Scoring Systems13:00 The Role of Technology in Outbound Success15:40 Shifting from Lead Gen to Demand Gen18:30 Navigating the Buyer's Pyramid21:20 Aligning Sales and Marketing for Better Results24:00 The Power of Personalization in Outbound26:40 Training Reps for Consultative Outbound29:20 Cataloging the Market: Strategies for Success32:00 Creating a Unified Funnel for Sales and Marketing35:00 How to Build Trust Through Quality Conversations38:00 Final Thoughts and Call to Action-----------------------------------------------------

In this episode, we explore whether Reddit can truly serve as a powerful demand generation channel for B2B marketers.We dive into the potential of Reddit, why it's gaining momentum in B2B, and how marketers can make the most of its unique community-driven platform. We also share real-life examples, common pitfalls, and strategies to test the waters on Reddit.Tune in and learn:+ How to determine if Reddit is right for your audience+ Why Reddit's organic reach is exploding+ Practical tips for building trust and providing value on RedditThis episode is a must-watch for marketers who want to stand out and connect authentically with their dream customers.-----------------------------------------------------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 Introduction: Can Reddit Drive Demand Gen?03:00 The Five B's Framework Overview06:00 Why Reddit is Gaining B2B Momentum09:00 Evaluating Reddit for Your Dream Customers12:00 How to Be Genuine on Reddit15:00 Testing Messaging and Audience Alignment18:00 Reddit as a Resource for Marketers21:00 Organic Visibility and Longevity on Reddit24:00 Consultative Selling on Community Forums27:00 Common Mistakes Marketers Make on Reddit30:00 The Role of Self-Reported Attribution33:00 Real-Life Examples of Reddit Success36:00 Overcoming Reddit Ads Challenges39:00 Key Takeaways for B2B Reddit Strategies42:00 Closing Thoughts: Experiment and Learn-----------------------------------------------------

Positioning is the ultimate tool for creating an outsized impact in your market. In this episode, we uncover how small B2B teams can use positioning to dominate their niche.We discuss practical frameworks, highlight CRM market leaders like Salesforce and HubSpot, and share actionable steps to sharpen your positioning strategy.Tune in and learn:+ Why positioning matters more than ever in B2B+ A 5-step framework to define and test your positioning+ Real-life examples of positioning done rightThis episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.-----------------------------------------------------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 Introduction: Key Ingredient for Outsized Impact02:00 What Is Positioning and Why It Matters04:00 Market Leaders and the Power of Positioning06:30 Examples of Great Positioning: Salesforce and Pipedrive08:30 How Positioning Shapes CRM Markets10:00 Steps to Define Your Positioning12:00 Leveraging the 80/20 Rule in Positioning14:00 Testing and Validating Your Positioning15:30 Lessons from the B2B Incubator16:30 Aligning Positioning Across Your Organization17:30 Leadership Buy-In and Scaling Your Positioning18:30 Final Takeaways on Positioning19:00 Closing Thoughts and Key Lessons19:10 How You Can Support the B2B Playbook19:20 Sign Off: Subscribe for More B2B Insights-----------------------------------------------------

This week we have artificial intelligence (AI) expert Drew Brucker show us how B2B marketers can use AI to get more done in less time - right now! Drew has combined his unique experience as a top-notch B2B marketer, photographer and creative with his passion for A.I. In this session, he shows us two ways that B2B marketers can use A.I. to increase their productivity AND the quality of their work today. Tune in and learn:+ the attitude marketers should have to A.I. if they want to get the most out of it + how to use A.I. to build an outbound sequence+ how to use Midjourney to create brand images your customers will love (at a fraction of the price)Drew very kindly walks us through LIVE examples of prompting frameworks you can steal to execute the same in your own business. Make sure you check out the screenshare from the 40 minute mark!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:03:30 AI's Practical Magic00:06:20 Harnessing AI for Marketing Efficiency00:15:00 AI's Role in Content Creation00:24:00 Crafting a Visual Narrative with AI00:27:00 AI's Role in Brand Storytelling00:30:00 Leveraging AI for Brand Consistency00:33:00 AI-Generated Creatives: A New Era00:39:00 Crafting Captivating AI-Generated Emails00:42:00 Perfecting Your Marketing with AI Iterations01:00:08 Crafting Detailed Prompts for Midjourney01:03:20 Generating and Iterating on Image Variations01:07:10 Communicating Realism in AI-Generated Imagery01:09:30 Leveraging Permutations in Image Generation01:13:48 Concluding Thoughts and Next Steps-----------------------------------------------------

In this episode, we're joined by Adam Holmgren, co-founder of Fibber and head of demand generation at Rillion. Together, we tackle the common myths surrounding demand generation, especially the idea that demand gen is simply lead gen in disguise. Spoiler: it's not!We discuss how demand generation plays an essential role in bridging the gap between brand and sales, offering sustainable B2B marketing practices that drive real results. From the misconceptions about “creating demand” to the role of personal branding, we explore it all.Tune in and learn:+ The critical differences between demand gen and lead gen+ How to build brand awareness that's sustainable and effective+ Why demand gen is the missing link between sales and marketingThis episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Introduction: Debunking Demand Gen Myths00:03:00 Demand Gen vs. Lead Gen: Clearing Up Confusion00:06:30 Building Brand with Demand Gen00:09:50 The 5 Stages of Awareness Explained00:13:10 Personal Branding in B2B Marketing00:17:00 The Role of Signals in Demand Gen00:20:30 Demand Gen as the Glue Between Sales and Marketing00:23:40 Beyond Attribution: Marketing Without Limits00:27:20 Capturing Existing Demand vs. Creating New Demand00:30:00 Addressing Criticism: Is Demand Gen Bad Marketing?00:32:30 Visualizing Marketing Touchpoints for Better Results00:34:00 Data-Informed Decisions in Modern Marketing00:36:50 Performance Marketing vs. Demand Gen Approaches00:39:10 Adopting a Consultative Go-To-Market Strategy00:41:40 Final Thoughts and Takeaways-----------------------------------------------------

In this episode, we break down our live SEO experiment and show how we went from zero to ranking #1 on Google for a high-intent keyword – "demand generation course" – in just 67 days. We're sharing the exact steps we took, from building a winning landing page to leveraging powerful backlinks. Special guest Sam Dunning, B2B SEO expert, walks us through the key elements that drove our success, offering actionable insights for marketers at all levels.You'll discover how to optimize your SEO strategy for maximum revenue impact, how to outcompete big brands in search rankings, and why 'money keywords' are essential for driving high-quality traffic and leads.Tune in and learn:+ How we ranked #1 in just 67 days for a competitive SEO keyword+ The exact process we used to build effective backlinks+ Why optimizing your landing page is critical for SEO successThis episode is a must-watch for any B2B marketer looking to level up their SEO game and drive more revenue for their business.-----------------------------------------------------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 Introduction: The SEO Experiment04:05 Ranking #1 in Just 67 Days07:50 Beating Competitors with SEO11:43 Building a High-Impact Landing Page15:35 Why Money Keywords Matter for Demand Gen20:00 Boosting SEO with Backlinks24:10 Leveraging Internal and External Links29:13 Optimizing Your Content for Search Engines32:37 Using Media to Enhance Your SEO Strategy36:12 Maximizing SEO for Sales Enablement39:13 Why Consistent SEO Effort is Key to Success41:24 Future SEO Strategies: Scaling for Growth43:07 Conclusion: Key Takeaways and Final Thoughts-----------------------------------------------------

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPHow We Ranked #1 for Our B2B KeywordsIn this episode, we're diving into a live SEO experiment to see how fast we can rank for our money keywords, and you'll learn the exact steps we take to do it.We've got SEO expert Sam Dunning on board to guide us through competitor analysis, keyword selection, and building an optimized page to rank on Google.Tune in and learn:+ How to choose money keywords that convert+ On-page SEO techniques that drive results+ How to leverage backlinks and internal linking for faster rankingsThis episode is a must-watch if you want to drive more traffic and leads to your business by ranking for the keywords that matter most!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:48 Sam Dunning's SEO Strategy for Ranking Keywords02:10 Case Study: Ranking “B2B SEO Agency” in 90 Days05:18 Choosing Money Keywords: Demand Generation Course07:39 Competitor Analysis: Cognism and CXL10:40 Keyword Strategy: Course vs Program12:30 Page Structure and On-Page SEO Basics15:55 Crafting the Perfect Meta Title and Description18:50 Creating a High-Converting Hero Section22:12 Internal Linking: Boosting Crawlability and SEO26:20 Leveraging Backlinks: Quick Wins for Authority30:15 Using FAQs to Overcome Objections and Build Trust34:10 Monitoring and Optimizing Over Time37:45 Lessons Learned from Sam's SEO Journey41:12 Key Takeaways and Next Steps-----------------------------------------------------

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPThis week we go into why your demand generation program isn't driving the results you need and what you can do to fix it.We've spent years working with B2B marketing teams of all sizes, and there are 5 common reasons we keep seeing demand generation programs fall short. Whether you're missing out on knowing your ICP, not leveraging subject matter experts, or failing to align with sales, we're here to guide you through it step by step.Tune in and learn:+ Why deeply understanding your ICP is critical to success+ How to build trust using subject matter experts in your content+ How to stay consistent and measure your results properlyThis episode is a must-watch if you're struggling to get the most out of your demand generation efforts. We'll show you how to fix the top 5 issues and get your program back on track.-----------------------------------------------------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 Introduction: Why Demand Generation Fails00:48 Overview of the 5 Bs Framework01:45 Reason 1: Not Understanding Your ICP04:30 The Importance of Qualitative Research06:00 Reason 2: No Subject Matter Experts08:50 Why Trust is Built on Expertise10:45 Reason 3: Lack of Systems and Consistency12:30 Building a Content Repurposing System14:10 Demand Generation Takes Time16:00 Reason 4: Poor Measurement of Success18:30 Leading vs Lagging Indicators19:45 Reason 5: Misalignment Between Sales and Marketing21:30 Feedback Loops Between Sales and Marketing23:00 Reason 6 (Bonus): Lack of Patience24:40 Final Thoughts and Key Takeaways-----------------------------------------------------

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, George Coudounaris appears as a guest on the Denave podcast to share the secrets behind sustainable B2B growth. You'll learn how to move beyond lead generation and build demand that scales.We cover everything from aligning sales and marketing teams to implementing Account-Based Marketing (ABM) effectively and using AI to repurpose content efficiently.Tune in and learn:+ Why lead generation alone isn't enough to grow your business+ How to implement the 5 B's Framework for demand generation+ Common ABM mistakes and how to avoid themThis episode is a must-watch for B2B marketers looking to create sustainable, long-term growth while avoiding the common pitfalls that many teams fall into. Don't miss out on the future of demand generation!-----------------------------------------------------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 Introduction to George and the B2B Playbook03:00 The Great Divide: Misalignment Between Sales and Marketing07:10 Overcoming Sales and Marketing Alignment Challenges10:00 The 10-Step Guide to Sales and Marketing Alignment13:00 Demand Generation vs. Lead Generation Explained17:20 Why Short-Term Lead Generation Isn't Enough20:10 The Importance of Demand Creation for Long-Term Success24:00 The 5 B's Framework: Be Ready, Be Helpful, Be Seen28:10 How to Optimize Your Demand Generation Efforts31:00 The Rise of Account-Based Marketing (ABM)34:00 Avoiding Common ABM Mistakes38:10 Leveraging Technology in Demand Generation and ABM42:00 How the B2B Playbook Uses Content to Drive Demand45:00 Repurposing Content Efficiently with AI50:00 The Future of Demand Generation and Marketing Trends-----------------------------------------------------

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running agencies and helping companies build their own in-house demand generation teams – we're here to give you the real answer.We'll discuss why many agencies can't deliver on their promises and why it's often better to build the foundation of your demand generation program in-house before turning to external help. We also cover what you need to have in place before hiring an agency and how to use one effectively when the time is right.Tune in and learn:+ Why you should start demand generation in-house+ The importance of customer interviews and qualitative insights+ When an agency can amplify your efforts and how to pick the right oneThis episode is a must-watch for any B2B marketer struggling with the decision to hire external help. Learn from our mistakes and set your business up for demand generation success.-----------------------------------------------------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 Introduction: Should You Outsource Demand Generation?01:20 The 5 BEs Framework Explained03:00 When Companies Typically Turn to Agencies05:00 Early Mistakes: Why Agencies Often Fail07:00 Why Demand Generation Should Start In-House09:10 Key Insights Needed for Effective Demand Generation11:10 The Importance of Customer Interviews13:30 The Role of Qualitative Insights in Demand Generation15:00 Aligning Sales and Marketing for Success17:30 Common Pitfalls When Scaling Too Quickly19:20 How to Achieve Message-Market Fit Internally22:00 Building the 80/20 Analysis of Your Best Customers24:30 When Is an Agency the Right Fit?27:00 Using Agencies to Amplify Your Message29:50 Key Takeaways: When and How to Use Agencies-----------------------------------------------------

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, we're going deep into the mindset that will set you up for success in demand generation. Too many marketers think there's a hidden secret to generating demand, but we're here to debunk that myth.We walk through our 5 Bs Framework to show you how to build a sustainable demand generation engine for your business. From understanding your target audience to creating a consistent message that resonates, we cover the steps you need to drive revenue for your B2B company.Tune in and learn:+ How to effectively target your ideal customers+ The importance of consistency in your messaging+ Why feedback loops are critical for ongoing successThis episode is a must-watch for any B2B marketer looking to master demand generation and build a powerful, sustainable growth engine.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Introduction: Demand Generation Demystified00:01:00 Overview of the 5 Bs Framework00:03:13 The Demand Generation Mindset: Key Principles00:04:10 Importance of Target Audience Focus00:06:00 Niching Down: Why Less is More00:08:01 Building Trust and Relationships in B2B Marketing00:10:30 Consistency in Messaging: Awareness vs. Affinity00:12:59 Effective Content Strategy for Demand Generation00:14:59 The 3-5% Market Rule: Engaging the Right Audience00:17:20 Implementing a Consistent Delivery System00:19:45 The Importance of Systems and Frameworks00:21:50 Feedback Loops for Ongoing Improvement00:24:00 The Crawl, Walk, Run Approach Explained00:26:50 The Power of Content Repurposing00:29:00 Key Takeaways and Next Steps-----------------------------------------------------

Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market'.In this eye-opening episode of The B2B Playbook, we dive deep into the world of B2B signals and triggers. We explore what they mean for marketers, sales teams, and leaders, and how to use them effectively in your strategy.Tune in and learn:+ How to identify quality signals that actually indicate buying intent+ The power of customer interviews in uncovering true buying triggers+ Why tech platforms aren't the silver bullet for B2B signal success-----------------------------------------------------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 Unveiling the Power of B2B Signals and Triggers01:24 The 5 B's Framework: Your Roadmap to B2B Success02:34 Decoding Modern B2B Triggers: From Job Changes to Website Visits03:44 Old School vs. New School: The Evolution of B2B Signals05:20 Common Pitfalls: Where Marketers Go Wrong with Signals06:51 The Art of Signal Interpretation: Quality Over Quantity08:33 Lessons from the Past: Traditional B2B Signal Gathering09:50 The Tech Trap: Why Platforms Aren't the Silver Bullet11:05 Case Study: When Signal Tracking Goes Overboard12:50 Nurture vs. Hard Sell: Striking the Right Balance14:30 The Customer Interview: Your Secret Weapon for Signal Discovery16:30 Uncovering Buying Triggers: Key Questions to Ask Your Customers18:18 Cataloging Your Market: A Step-by-Step Approach19:50 Putting It All Together: ICP, Triggers, and Cataloging21:30 Key Takeaways: Mastering B2B Signals and Triggers-----------------------------------------------------

In this episode, we dive deep into Google's massive search documentation leak and explore what it means for your SEO and content strategy - and how it plays into your wider Demand Generation strategy. With over 14,000 potential ranking factors exposed, this is a game-changer for anyone serious about digital marketing. We break down key insights from industry experts like Rand Fishkin and discuss how this leak could impact everything from content quality to brand relevance.Tune in and learn:+ How to optimize your content based on Google's newly revealed ranking factors.+ The importance of brand building in your SEO strategy.+ Why user interaction and navigation boosts are now critical for ranking.This episode is a must-watch for marketers looking to stay ahead. -----------------------------------------------------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 Introduction: What Google's Leak Means for SEO & Content Strategy03:00 Overview of Google's Search Documentation Leak05:00 Key Insights from Rand Fishkin's Analysis07:30 Google's New Focus: User Interaction Scores Explained10:00 The Importance of Content Quality and Link Scores12:00 Relevance and Quality Boosts: How They Impact Ranking14:30 Optimizing for Navigation Boosts: Why Your Website Layout Matters17:00 Consistency in Content Publishing: Why It's Essential20:00 The Growing Importance of Brand in Google's Ranking22:30 Niche Strategies: Why Focusing on Smaller Markets Wins25:00 The Long-Tail Advantage: Competing with Big Brands27:30 Expert-Led Content: The Key to Winning in Google Search29:00 Building Trust: A Long-Term Strategy for SEO Success31:00 Summary and Key Takeaways32:00 Closing Remarks and Call to Action-----------------------------------------------------

How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entire funnel.Steffen shares invaluable insights from Dreamdata's own growth journey, discussing everything from early-stage marketing tactics on a budget to leveraging content collaboration and the rise of B2B influencers. We also delve into Dreamdata's unique approach to weekly live events and how they've become a cornerstone of their content strategy.Tune in and learn:+ How to navigate and measure success in long B2B buying cycles+ Strategies for moving from bottom-funnel to full-funnel marketing+ The power of content collaboration and B2B influencer marketingThis episode is a must-watch for any B2B marketer looking to drive sustainable growth and prove their impact on revenue. Steffen's practical advice and real-world examples make this a goldmine of actionable insights for marketing teams of all sizes.-----------------------------------------------------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 Key to Sustainable B2B Growth03:09 Unveiling DreamData: B2B Customer Data Platform06:12 Navigating Long B2B Buying Cycles09:30 Building Trust with Future Buyers: DreamData's Strategy13:40 From Bottom of Funnel to Full-Funnel Marketing17:28 Early Stage Marketing Tactics on a Budget21:15 The Dual Approach: Exploit and Experiment24:50 DreamData's Weekly Live Events Strategy28:00 The Power of Content Collaboration29:40 The Rise of B2B Influencers and Creators32:30 Measuring Mid and Upper Funnel Activities34:40 Qualitative Proof: Capturing Customer Feedback36:00 Closing Thoughts and LinkedIn Connection-----------------------------------------------------

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-----------------------------------------------------

How can you reach more ideal B2B Customers? In this episode of The B2B Playbook, we dive deep into the game-changing concept of the Dream 100 strategy. We explain how this powerful technique can help you identify and reach your ideal B2B customers more effectively than ever before.We discuss the origins of the Dream 100, how it fits into our 5 B's framework for demand generation, and provide practical examples of how we've implemented it in our own business. From working your way into key communities to strategic sponsorships, we cover it all.Tune in and learn:+ What the Dream 100 really is (hint: it's not what you think!)+ How to build and prioritize your own Dream 100 list+ Strategies for working your way in vs. buying your way inThis episode is a must-watch for any B2B marketer looking to maximize their reach and connect with their ideal customers. Don't miss out on this game-changing strategy!-----------------------------------------------------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 Unlocking the Power of the Dream 100 Strategy03:00 The 5 B's Framework: Your Roadmap to B2B Success06:00 Decoding the Dream 100: What It Really Means09:10 Building Your Dream 100 List: Online and Offline Tactics12:40 Working Your Way In vs. Buying Your Way In: Strategies Revealed16:30 The B2B Playbook's Journey: Our Dream 100 Experience19:40 Collaborating with Influencers: Maximizing Your Reach22:20 Prioritizing Your Dream 100 List: Smart Targeting Techniques24:40 Sponsorships and Advertising: Making the Most of Your Budget26:00 Overcoming Challenges: Implementing Dream 100 as a Non-Expert28:40 Repurposing Content: Maximizing Your Subject Matter Experts' Time29:40 Key Takeaways: Mastering the Dream 100 Strategy-----------------------------------------------------

Are you overcomplicating Demand Generation? We've been in the B2B marketing game for a while now, and if there's one thing we've learned, it's that we marketers love to overcomplicate things. Demand generation is no exception. But here's the truth: at its core, demand generation is about building relationships and solving real problems for your customers. It's not rocket science, but it does require a strategic approach. Founder of The B2B Playbook George Coudounaris appears as a guest on The Marketing Woman Show to share the fundamentals of demand generation, cut through the jargon, and give you a actionable frameworks that you can start implementing today. Tune in and learn:+ What Demand Generation Is (in simple terms)+ Our favourite Framework for creating your Demand Gen strategy+ Tips for getting started with Demand GenWhether you're a seasoned B2B marketer or just starting out, understanding demand generation is crucial for sustainable business growth. So, let's dive in and demystify this often misunderstood aspect of B2B marketing.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Welcome & Introductions00:00:44 What is Demand Generation?00:03:18 Demand Capture vs. Demand Creation00:05:50 The Pitfalls of Lead Generation00:07:40 The Role of Content in Demand Generation00:10:17 Effective Content Mapping Strategies00:12:52 Storytelling: A Powerful Demand Gen Tool00:14:55 Building Trust Through Customer Advocacy00:17:34 The 5 BEs Framework Overview00:20:00 Be Ready: Understanding Your Customer00:22:50 Be Helpful: Creating Relevant Content00:25:45 Be Seen: Effective Distribution Channels00:27:50 The Role of AI in Content Repurposing00:31:09 Advice for New Marketers00:35:20 ABM vs. Demand Generation-----------------------------------------------------

You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level.Otherwise you're just constantly trying to fill a bucket with holes in it.So many organisations don't have a smooth onboarding process to ensure the customer sticks around. Even fewer know how to look for expansion opportunities to win more revenue from existing customers.Today we're showing you how to do exactly that. Tune in and learn:+ How to setup customer success to reduce churn+ The checklist you need prior to going ‘live', and what to include in your commercial deal pack+ How to look for opportunities for revenue expansionThis is the final part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.-----------------------------------------------------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 Creating an End-to-End Business Growth Engine02:28 Recap: Building Your Growth Framework05:14 The Importance of Live Quoting Days07:10 Ensuring Commercial Viability in Deals09:00 Streamlining the Onboarding Process11:10 Leveraging Customer Relationships for New Opportunities13:00 The Power of Referrals in B2B Growth14:30 Bringing Back Common Sense in Business Development16:00 Solving Sales, Marketing, and Customer Success Misalignment16:31 Accessing the Full Mini-Series and Additional Resources-----------------------------------------------------

You've finally got your target customer to a meeting. It's taken even more touchpoints than research says it should. How do you make sure you don't screw it up? How can you maximize your chances of winning their business? And once you've won it, making sure it gets past legal, finance - and to make sure they stick around as a happy customer? Today we're taking you through what you need to cover so you can nail your demo, live quoting day, or however else it is you're meeting with your target customer. This is part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.Today we are sharing step 3 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 3 is all about maximizing your chances of winning a deal. Tune in and learn:+ Why mega deals are the gold standard for business growth+ Essential components for deal success, including market cataloging and objection handling+ How to adapt mega deal strategies for smaller contractsIf 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 Unlocking the Secrets of Mega Deals02:10 Why Mega Deals are the Gold Standard03:40 Essential Components for Deal Success05:50 The Power of Live Quoting Days07:20 Introducing Your A-Team to Clients08:40 Aligning Expectations and Overcoming Objections10:20 Navigating Legal and Credit Processes11:50 The Commercial Pack: Sealing the Deal13:20 Adapting Mega Deal Strategies for Smaller Contracts14:40 Key Benefits of Partnership Alignment15:30 The Importance of Customer Success Planning16:10 Wrapping Up: Next Steps in the Framework-----------------------------------------------------

If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won't let them down, that you will deliver the outcomes expected, and that they won't regret their decision for choosing your company.Companies that are focussed on ‘selling the meeting' don't build trust. In an effort to look for the ‘needle in the haystack' that's willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months?Doesn't build a great deal of trust does it?(We go deep into the problems with ‘selling the meeting', the Predictable Revenue modelling and why it's hurting your business in pt.1 of our mini-series).But how do you build trust? Is it through content? Events? Ads?We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine.Today we are sharing step 2 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 2 is all about building relationships with your target customers and getting them to buy from you.Tune in and learn:+ Why trust is essential to your revenue engine+ The 4 components to building trust+ How to accelerate the trust building processIf 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 Unveiling the Ultimate Business Growth Engine02:00 The Power of Targeted Marketing: Setting Up for Success04:40 Building Bridges of Trust: The 5 Stages of Awareness08:10 Real-Life Example: How Content Drives Purchasing Decisions11:30 Next-Level Content: Making Lives Better Beyond Your Product14:00 The Secret Recipe for Overcoming Objections17:10 Distribution Tactics: Getting Your Message to the Right People20:20 One-to-One Interactions: The Art of Personalized Selling23:40 Shortening Sales Cycles: The Power of Education26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed-----------------------------------------------------

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

Are you struggling to acquire new customers profitably? Do you have a bloated sales team that are trying to find the needle in the haystack? Are customers churning after being sold a dream you can't deliver on? You may have been setup to fail with a sales-led model that just won't work for your business as you scale. 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. Tune in and learn:+ The end-to-end process for building a growth engine+ Why the predictable revenue model has set you up to fail+ Why marketing aren't able to do real marketingIf 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 Introducing the Mini-Series on Business Growth01:10 Meet Adam Manderovic: 7x Head of Sales02:10 The Gap in B2B Go-to-Market Strategies03:40 Revolutionizing Sales Proposals with Animations05:00 Aligning Marketing and Sales for Revenue Growth06:40 What is a Business Growth Engine?08:10 The Impact of Venture Capital on Marketing Metrics09:50 The MQL Trap: Why Traditional Lead Gen Fails11:30 Lost Marketing Fundamentals in B2B13:10 The 5 Stages of Buyer Awareness14:30 Targeting the 97%: Beyond Active Buyers15:40 The Reality of Your Addressable Market16:50 Why Only 0.6% of Your Market is Accessible17:50 The Loss of Key Business Development Skills18:40 Bringing Back Commercial Acumen to Marketing and Sales-----------------------------------------------------

We've shared our 5 BEs Demand Generation Framework with you in over 140 episodes of The B2B Playbook. That's our ‘free, easy' way for marketers to get started learning about what a Demand Generation program should really look like.But working out exactly how to implement a Demand Generation engine in your business is going to take time and considerable effort – often outside of your regular working hours.Even if you set out with the best intentions, Demand Generation programs are often interrupted by day-to-day requests and activities and get pushed down the priority list. But the truth is – until you have a Demand Generation program running for your business, your marketing will forever be reactive. You will never get off that hamster wheel. And you'll never consistently contribute to pipeline.That's why Kevin and I created our Demand Generation Course – The B2B Incubator. In this program, we give you the strategy, templates and tools to build your own Demand Generation engine in 12 weeks. The feedback has been amazing, and we're so proud of the results our marketers are driving from the program (but more on that later).Today we're going to share more about our Demand Gen Course, The B2B Incubator to help you decide if it's right for you or not.Tune in and learn:+ The end-to-end process for building a demand generation engine+ Why B2B Marketing Managers, CMOs, Consultants and Demand Generation specialists love our program+ Why you should document your demand generation engine in-houseIf you're keen to learn more about demand generation and want the strategy, templates and tools to do it - watch this episode to see if our course is right for you. -----------------------------------------------------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 Unlock Your Demand Gen Engine in Just 12 Weeks03:00 The 5 B's Framework: Your Secret Weapon for B2B Success06:00 Why Most B2B Marketers Struggle (And How to Fix It)10:00 Inside the B2B Incubator: Your Roadmap to Revenue Growth14:00 From Reactive to Proactive: Transforming Your Marketing Approach18:00 The 3-Part Strategy to Dominate Your Market22:00 Crafting Content That Converts: Our Proven Formula26:00 Measuring Success: The Metrics That Really Matter30:00 Scaling Your Demand Gen Engine: Paid Media and ABM Tactics34:00 Real Results: What Marketers Say About the B2B Incubator37:00 Why In-House Demand Gen Trumps Outsourcing40:00 Your Next Steps: How to Join the B2B Incubator-----------------------------------------------------

We sat down with Alan Hale, president of Consight Marketing Group, to discuss the importance of voice of the customer (VOC) research for B2B companies. Alan is a true expert in the field, and he shared his insights on why customer obsession should be the North star for any business.According to Bain & Company, only 21% of B2B companies identify and act on customer insights. That's a shockingly low number, and it's one of the main reasons why so many businesses fail to succeed in the marketplace. VOC research allows you to make better business decisions, minimize the risk of failure, and differentiate yourself from the competition.Alan breaks down the right way to conduct VOC research, emphasizing the importance of taking an outside-in approach and truly understanding your customers' needs, pain points, and expectations. He also highlights the limitations of relying solely on surveys and why qualitative research is crucial for gaining deeper insights.Tune in and learn:+ The 80/20 rule: Why you should focus on your best customers+The 10-30-90 rule: Continuous customer touchpoints for success+ Practical examples of how VOC research has helped businesses thriveWhether you're a marketer, business owner, or anyone interested in understanding your customers better, this episode is a must-watch. Alan's wealth of knowledge and real-world examples will open your eyes to the power of customer obsession and the potential pitfalls of marketing malpractice.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Marketing Malpractice: The Shocking Truth About B2B Companies00:05:10 The Importance of Voice of the Customer (VOC) Research00:10:20 Taking an Outside-In Approach: Putting Customers First00:15:30 The Right Way to Do Voice of the Customer Research00:20:40 Why Surveys Alone Aren't Enough for VOC Research00:25:50 The 80/20 Rule: Focus on Your Best Customers00:31:00 A Practical Example: Helping a Company Enter the U.S. Market00:36:10 The Power of Customer Obsession: Closing the Loop00:41:20 Overcoming Objections: Why VOC Research Is Worth It00:46:30 The Importance of Getting Buy-In from Customers00:51:40 The 10-30-90 Rule: Continuous Customer Touchpoints00:56:50 A Red Flag Example: Saving a Major Account01:02:00 Key Takeaways: Customer Obsession Is the Path to Success-----------------------------------------------------

When sales and marketing play on the same team, an organization is able to acquire new customers far more efficiently. But the two are so often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time. To help you out, we've teamed with with Steve Armenti (VP Revenue Marketing and ex-Google) to discuss how the two roles can become more aligned, and start work as one revenue team. We put together a Sales and Marketing Workbook that you can grab for free here: It has 45 questions that you can work through with sales to make sure you're as aligned as possible. We've had amazing feedback from teams that used this workbook, so make sure you check it out!In addition to Sales and Marketing alignment, Steve shares his expert strategies for driving revenue through effective demand generation, and his innovative use of AI.This is pt.13 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic. Tune in and learn:+ Strategies for overcoming roadblocks to sales and marketing alignment+ How to measure marketing's impact with demand gen+ Tactics for scaling personalized, high-touch ABM campaignsThis episode is a must-watch for B2B marketers seeking to stay ahead of the curve and drive revenue growth through innovative demand generation strategies. With Steve's expertise and real-world examples from Google, you'll gain a competitive edge in the ever-evolving world of B2B marketing.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Intro: Insights on Demand Generation00:01:02 Steve Armenti: Google's Demand Gen Guru00:02:55 Defining Demand Generation00:05:10 Measuring Marketing's Impact: Revenue Marketing00:08:00 The Importance of Sales & Marketing Alignment00:12:20 Overcoming Roadblocks to Alignment00:17:00 The 10-Step Sales & Marketing Alignment Workbook00:21:10 Generative AI for ICP Research & Segmentation00:27:00 High-Touch Account-Based Marketing (ABM)00:32:30 The Art of Personalization in ABM00:36:10 Leveraging AI for Account Targeting00:40:30 Scaling Personalized ABM Campaigns00:44:20 The Future of Demand Generation & ABM00:48:00 Key Takeaways & Closing Thoughts00:51:10 Outro: Subscribe & Follow for More-----------------------------------------------------