The B2B Playbook

In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.

We cover:

→ Why lead scoring answers a much narrower question than most teams think

→ How individual contact scores miss the whole buying committee

→ Why engagement looks like intent when the real blocker is timing

→ What cataloging the market is and how to run it

→ How to use a simple score as an overlay, not the operating model

If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.

Tune in and learn:

→ The data you actually need before a scoring model means anything

→ The questions that surface vendor, contract renewal and circle back permission

→ How to build one shared account map for marketing and sales

→ Where SDRs fit into the cataloging motion

→ How to feed sales and CS feedback back into your scoring over time

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🔗 Links + CTAs

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📈 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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Timestamps:

0:00 Intro and why lead scoring breaks

0:46 Today's topic: does lead scoring actually work

1:15 George heads to Greece for a family wedding

2:06 Live translation in an incubator consultation

3:17 The 5 P's framework explained

4:29 What we're covering this episode

4:54 B2B buying is account based and committee led

6:15 Lead scoring answers a very narrow question

8:28 Why lead scoring breaks and splits sales and marketing

9:49 Do you even have enough data to score leads

11:15 The B2B Incubator

12:06 What you should actually do with lead scoring data

13:12 What cataloging the market means

14:29 Building the account view: intent, timing, blockers

16:06 Use scoring as an overlay, not the operating model

18:06 Review false positives and missed opportunities

18:47 Our demand generation agency

19:26 Working backwards from closed won deals

20:32 One to one conversations and the SDR role

21:55 Key takeaways

In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.

We cover:

Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.

If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you.

Tune in and learn:

How David went from complete travel-industry noobs to winning major enterprise deals, why he builds minimal lovable products and iterates fast, and how he uses analytics and third-party interviews to uncover what customers really think.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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Timestamps:

0:00 Building for a real problem, not chasing one

7:17 Landing enterprise whales as an unknown startup

14:37 Scrappy growth: content, PR, podcasts and referrals

20:15 Making marketing serve sales and stickiness

26:07 Staying close to the customer to build a better product

32:15 Hiring, phone calls and AI in modern selling

41:29 Niching down vs. creating a new category

50:30 What Ricochet does and why it exists

58:12 Wrap-up and the Grow Forum community

In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.

We cover:

His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.

If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you.

Tune in and learn:

How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin

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CHAPTERS:

00:00 Intro

00:42 Welcome and guest introduction

02:29 From FedEx to fashion: Jared's early career

03:56 Building the fashion magazine on zero budget

09:49 Losing his job in Covid and starting on LinkedIn

11:05 The DM group that became revgenius

13:22 Direct market feedback and building relationships

15:32 Relationship selling lessons from FedEx

19:14 Long-term horizons vs short-term sales metrics

22:01 How the market misread Predictable Revenue

24:43 Ad break: B2B demand generation agency

25:20 New reps, SDR roles, and lost resilience

29:36 First principles and closed circuit selling

31:16 Bringing fundamentals back to revgenius

34:33 The goal: community media over another Pavilion

38:19 Ad break: B2B incubator course

39:31 Why Jared became a marketer

43:56 One-to-one marketing and the dream list play

46:13 Live market reports and the new media project

49:49 Closing thoughts on people-driven business

51:12 Wrap-up and outro

In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.

We cover:

→ Why growth does not have to mean headcount growth, especially with AI in the mix

→ How documented workflows and standard operating procedures save you time and remove guesswork

→ Why consistency in voice, tone, and quality is what builds trust in the market

→ Building lightweight playbooks anyone can follow for content, distribution, and repurposing

→ Operationalizing systems across sales, customer success, and product, not just marketing

→ Mapping content to the five stages of awareness on a regular cadence

→ When to double down versus pivot using your leading and lagging indicators

If you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.

Tune in and learn:

→ How to turn your team's wins and workflows into repeatable assets

→ Why simple systems can live in a spreadsheet before you ever need expensive tools

→ How to build feedback loops between marketing, sales, and customer success

→ Why you should use quarterly reviews to check alignment and adapt

→ How to go from random acts of marketing to compounding growth driven by relentless execution

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🔗 Links + CTAs

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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be The Best framework

1:00 Scaling without a bigger team

1:55 Documenting workflows and playbooks

4:10 Building consistency to earn trust

6:15 Operationalizing across go-to-market teams

7:45 Lightweight content playbooks

9:45 Mapping content to the five stages of awareness

11:45 Simple systems and not letting tools drive them

13:00 When to double down vs pivot

13:55 Using quarterly reviews to stay aligned

15:55 Key takeaways and recap

S08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.

We cover:

→ Why the MQL is outdated and how chasing it misaligns sales and marketing

→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity

→ The leading metrics that signal you are moving in the right direction

→ Why attribution is helpful but should never be treated as gospel

→ The "how did you hear about us" trick for uncovering dark social and hidden content impact

→ How to build marketing's credibility internally by tying activity to business goals

→ What good reporting for leadership actually looks like

If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.

Tune in and learn:

→ Why quality engagement beats arbitrary lead scores and lead volume

→ How to align leading and lagging metrics to your funnel and stage of growth

→ Why you should be data informed, not just data driven

→ How to get leadership to change their beliefs using real customer stories

→ How to become a strategic advisor internally, not just the person dumping data into a report

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-a...

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SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be Better framework

0:50 What Be Better focuses on

1:35 The death of the MQL

3:40 Leading vs lagging metrics

6:20 Qualitative signals from your sales team

7:00 Avoiding the attribution trap

9:00 Be data informed, not data driven

10:30 Building marketing credibility internally

12:45 Getting leadership buy-in

14:20 What good reporting for leadership looks like

15:55 Key takeaways and recap

S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved

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🔗 Links + CTAs

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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution.

We cover:

→ Why even the best content flops without a smart distribution plan

→ The "post and pray" mistake B2B teams make and how to think like a media company instead

→ Getting seen in an AI-driven world where traditional SEO is shifting

→ Organic vs paid distribution and when to use each

→ Using paid media to amplify your best content, not just push product ads

→ Category entry points and how to tie your brand to buying triggers

→ Mapping content to the five stages of awareness so you meet buyers where they are

If you are a B2B marketer or founder creating great content that nobody sees, this episode is for you.

Tune in and learn:

→ Why distribution is just as important as content creation

→ How to test organically and boost the winners with paid

→ How to extract content from busy subject matter experts on a regular cadence

→ How to find your category entry points through customer interviews

→ How to run a simple, repeatable distribution rhythm even with a small

team

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🔗 Links + CTAs

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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-a...

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SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be Seen framework

0:45 Why great content flops without distribution

2:50 Getting seen in an AI-driven world

3:20 Organic vs paid distribution

5:35 Using paid to amplify your best content

6:00 Extracting content from subject matter experts

7:45 Category entry points explained

9:55 Finding entry points through customer interviews

10:40 The rhythm of distribution

11:10 The five stages of awareness framework

13:20 Setting a consistent distribution cadence

14:45 Key takeaways and recap

S08 E242 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.

We cover:

→ Why helpful content beats hype content every time and how it builds real trust with your dream customers

→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo

→ How to extract content from subject matter experts without wasting their time

→ Matching your content format to each stage of the funnel, from top to bottom

→ Using the five stages of awareness framework to map content to where buyers actually are

If you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.

Tune in and learn:

→ Why demand generation is about solving real problems, not interrupting with hype

→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights

→ The right content formats for top, mid, and bottom of the funnel

→ How to map content to the five stages of awareness, from unaware to most aware

→ Why content is your most scalable trust building asset, not just a traffic tool

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🔗 Links + CTAs

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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be Helpful framework

0:45 Why helpful content beats hype content

1:40 Nobody got fired for hiring IBM

3:00 HubSpot as a trust-building example

4:15 Extracting content from subject matter experts

6:30 Matching content format to the funnel

8:00 Repurposing webinars and pillar content

9:30 The five stages of awareness framework

12:30 Content as a trust-building tool

14:00 Key takeaways and recap

S08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works.

We cover:

→ Why deeply understanding your market is non-negotiable before any messaging or content goes out

→ The 80/20 analysis for identifying the top 20% of customers driving 80% of your results

→ How to run five to ten high value customer interviews the scrappy way, even on a small team

→ Cataloging your market to know who is in market, who is out of market, and who is with who

→ Segmenting down for precision so your content and campaigns feel one to one even at scale

If you are a B2B marketer or founder relying on guesswork or third party personas instead of real buyer insights, this episode is for you.

Tune in and learn:

→ Why demand generation only works when it is rooted in real customer insights, not assumptions

→ How to find and prioritize your dream customers using the 80/20 rule

→ The right open ended questions to ask in customer interviews to uncover pain points and triggers

→ How cataloging your market gives sales and marketing a shared playbook

→ How niching down by triggers, roles, and use cases sharpens your outreach and messaging

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🔗 Links + CTAs

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

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and why messaging needs deep customer understanding

0:49 Why Be Ready is the non-negotiable first step

2:05 The 80/20 analysis to find your dream customers

3:35 Running effective customer interviews

6:18 Cataloging your market and target accounts

7:59 Niching down through segmentation

9:59 Key takeaways and recap

S08 E40 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

B2B Go To Market Strategy: Why Your Lead Gen Is Broken

Your lead gen program is filling a CRM and burning your market at the same time.

In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of building, this one is for you.

We pull apart the gated ebook play every marketer gets asked to run, why it destroys buyer trust before sales ever picks up the phone, and what to do instead. Then we walk through the Five BEs framework - the flywheel we use to move a go to market motion from reactive chaos to something that scales.

Tune in and learn:

+ Why traditional lead gen produces MQLs that never convert

+ What 95% of your market is doing while you chase the other 5%

+ The difference between capturing demand and shaping future demand

+ How brand marketing and demand marketing work together

+ The five stages of the BEs framework and how they compound

If you are a marketer in a small B2B team being asked for leads with no time, no budget, and no strategy behind it, start here.

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GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 95% of Your Market Is Not Ready to Buy

00:32 Welcome to the 15 Minute GTM Fix

01:00 Why Lead Gen Is Broken in B2B Right Now

01:20 Vanity Metrics and MQLs That Never Convert

01:40 The Sales and Marketing Tension Nobody Fixes

01:55 How Lead Gen Burns Your Own Market

02:10 The Gated Ebook Play Every Marketer Gets Asked to Run

02:35 What Happens When Sales Calls a Cold Ebook Download

02:50 The Playbook That Keeps Destroying Buyer Trust

03:05 Capturing Demand vs Shaping Future Demand

03:25 Only 5% of Buyers Are In Market Today

03:45 The Five Stages of Awareness Explained

04:00 Brand Marketing vs Demand Marketing

04:30 Why Holistic B2B Marketing Needs Both

05:00 The Chaos Small Marketing Teams Live In

05:30 Reactive Marketing Is Killing Your Pipeline

06:00 Why Fundamentals Beat Tactics Every Time

06:30 Five BEs Framework: Be Ready

07:00 Be Helpful - Earning Trust With Content

07:30 Be Seen - Amplifying to Your Dream Customers

08:00 Be Better - Optimising With Data

08:20 Be the Best - Future-Proofing Your Strategy

08:40 Why Every Great Framework Is a Flywheel

09:00 What to Expect From This Miniseries

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👥 Are you a B2B marketer in a small team?

💰 Need to bring in more revenue so Sales and your boss actually respect Marketing?

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more demand and revenue for your brand.

See why 315+ B2B marketers love The B2B Incubator:

👉 https://theb2bplaybook.com/demand-generation-course

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S08 E239 - The B2B Playbook

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#b2bmarketing #demandgeneration #b2bsales #revenueoperations #closedcircuitselling #linkedinads #b2bpodcast #gtmstrategy #demandgen #pipelinegeneration