By Kevin Chen & George Coudounaris
5
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The podcast currently has 162 episodes available.
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In 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 them
This 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!
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00:00 Introduction to George and the B2B Playbook
03:00 The Great Divide: Misalignment Between Sales and Marketing
07:10 Overcoming Sales and Marketing Alignment Challenges
10:00 The 10-Step Guide to Sales and Marketing Alignment
13:00 Demand Generation vs. Lead Generation Explained
17:20 Why Short-Term Lead Generation Isn’t Enough
20:10 The Importance of Demand Creation for Long-Term Success
24:00 The 5 B’s Framework: Be Ready, Be Helpful, Be Seen
28:10 How to Optimize Your Demand Generation Efforts
31:00 The Rise of Account-Based Marketing (ABM)
34:00 Avoiding Common ABM Mistakes
38:10 Leveraging Technology in Demand Generation and ABM
42:00 How the B2B Playbook Uses Content to Drive Demand
45:00 Repurposing Content Efficiently with AI
50:00 The Future of Demand Generation and Marketing Trends
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E157 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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In 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 one
This 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.
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00:00 Introduction: Should You Outsource Demand Generation?
01:20 The 5 BEs Framework Explained
03:00 When Companies Typically Turn to Agencies
05:00 Early Mistakes: Why Agencies Often Fail
07:00 Why Demand Generation Should Start In-House
09:10 Key Insights Needed for Effective Demand Generation
11:10 The Importance of Customer Interviews
13:30 The Role of Qualitative Insights in Demand Generation
15:00 Aligning Sales and Marketing for Success
17:30 Common Pitfalls When Scaling Too Quickly
19:20 How to Achieve Message-Market Fit Internally
22:00 Building the 80/20 Analysis of Your Best Customers
24:30 When Is an Agency the Right Fit?
27:00 Using Agencies to Amplify Your Message
29:50 Key Takeaways: When and How to Use Agencies
-----------------------------------------------------
👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E156 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
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In 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 success
This episode is a must-watch for any B2B marketer looking to master demand generation and build a powerful, sustainable growth engine.
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GET the latest CONTENT: https://theb2bplaybook.com/
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00:00:00 Introduction: Demand Generation Demystified
00:01:00 Overview of the 5 Bs Framework
00:03:13 The Demand Generation Mindset: Key Principles
00:04:10 Importance of Target Audience Focus
00:06:00 Niching Down: Why Less is More
00:08:01 Building Trust and Relationships in B2B Marketing
00:10:30 Consistency in Messaging: Awareness vs. Affinity
00:12:59 Effective Content Strategy for Demand Generation
00:14:59 The 3-5% Market Rule: Engaging the Right Audience
00:17:20 Implementing a Consistent Delivery System
00:19:45 The Importance of Systems and Frameworks
00:21:50 Feedback Loops for Ongoing Improvement
00:24:00 The Crawl, Walk, Run Approach Explained
00:26:50 The Power of Content Repurposing
00:29:00 Key Takeaways and Next Steps
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E155 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
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
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00:00 Unveiling the Power of B2B Signals and Triggers
01:24 The 5 B's Framework: Your Roadmap to B2B Success
02:34 Decoding Modern B2B Triggers: From Job Changes to Website Visits
03:44 Old School vs. New School: The Evolution of B2B Signals
05:20 Common Pitfalls: Where Marketers Go Wrong with Signals
06:51 The Art of Signal Interpretation: Quality Over Quantity
08:33 Lessons from the Past: Traditional B2B Signal Gathering
09:50 The Tech Trap: Why Platforms Aren't the Silver Bullet
11:05 Case Study: When Signal Tracking Goes Overboard
12:50 Nurture vs. Hard Sell: Striking the Right Balance
14:30 The Customer Interview: Your Secret Weapon for Signal Discovery
16:30 Uncovering Buying Triggers: Key Questions to Ask Your Customers
18:18 Cataloging Your Market: A Step-by-Step Approach
19:50 Putting It All Together: ICP, Triggers, and Cataloging
21:30 Key Takeaways: Mastering B2B Signals and Triggers
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E154 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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.
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GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 Introduction: What Google's Leak Means for SEO & Content Strategy
03:00 Overview of Google's Search Documentation Leak
05:00 Key Insights from Rand Fishkin's Analysis
07:30 Google's New Focus: User Interaction Scores Explained
10:00 The Importance of Content Quality and Link Scores
12:00 Relevance and Quality Boosts: How They Impact Ranking
14:30 Optimizing for Navigation Boosts: Why Your Website Layout Matters
17:00 Consistency in Content Publishing: Why It's Essential
20:00 The Growing Importance of Brand in Google's Ranking
22:30 Niche Strategies: Why Focusing on Smaller Markets Wins
25:00 The Long-Tail Advantage: Competing with Big Brands
27:30 Expert-Led Content: The Key to Winning in Google Search
29:00 Building Trust: A Long-Term Strategy for SEO Success
31:00 Summary and Key Takeaways
32:00 Closing Remarks and Call to Action
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E153 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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 marketing
This 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.
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00:00 The Key to Sustainable B2B Growth
03:09 Unveiling DreamData: B2B Customer Data Platform
06:12 Navigating Long B2B Buying Cycles
09:30 Building Trust with Future Buyers: DreamData's Strategy
13:40 From Bottom of Funnel to Full-Funnel Marketing
17:28 Early Stage Marketing Tactics on a Budget
21:15 The Dual Approach: Exploit and Experiment
24:50 DreamData's Weekly Live Events Strategy
28:00 The Power of Content Collaboration
29:40 The Rise of B2B Influencers and Creators
32:30 Measuring Mid and Upper Funnel Activities
34:40 Qualitative Proof: Capturing Customer Feedback
36:00 Closing Thoughts and LinkedIn Connection
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E152 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
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 opportunities
This 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!
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GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 The Game-Changing Webinar Strategy You've Been Missing
02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle
04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance
07:09 Leveraging Partners and Influencers for Massive Webinar Growth
11:37 The 6-Step Registration Process That Drives Results
16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars
21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion
26:29 Post-Webinar Strategies That Turn Attendees into Customers
31:30 The Power of Problem Awareness in Demand Capture
37:10 Automating Follow-Ups: Balancing Efficiency and Personalization
41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E151 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #webinar
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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 in
This 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!
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GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 Unlocking the Power of the Dream 100 Strategy
03:00 The 5 B's Framework: Your Roadmap to B2B Success
06:00 Decoding the Dream 100: What It Really Means
09:10 Building Your Dream 100 List: Online and Offline Tactics
12:40 Working Your Way In vs. Buying Your Way In: Strategies Revealed
16:30 The B2B Playbook's Journey: Our Dream 100 Experience
19:40 Collaborating with Influencers: Maximizing Your Reach
22:20 Prioritizing Your Dream 100 List: Smart Targeting Techniques
24:40 Sponsorships and Advertising: Making the Most of Your Budget
26:00 Overcoming Challenges: Implementing Dream 100 as a Non-Expert
28:40 Repurposing Content: Maximizing Your Subject Matter Experts' Time
29:40 Key Takeaways: Mastering the Dream 100 Strategy
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E150 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #dream100
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 Gen
Whether 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.
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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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00:00:00 Welcome & Introductions
00:00:44 What is Demand Generation?
00:03:18 Demand Capture vs. Demand Creation
00:05:50 The Pitfalls of Lead Generation
00:07:40 The Role of Content in Demand Generation
00:10:17 Effective Content Mapping Strategies
00:12:52 Storytelling: A Powerful Demand Gen Tool
00:14:55 Building Trust Through Customer Advocacy
00:17:34 The 5 BEs Framework Overview
00:20:00 Be Ready: Understanding Your Customer
00:22:50 Be Helpful: Creating Relevant Content
00:25:45 Be Seen: Effective Distribution Channels
00:27:50 The Role of AI in Content Repurposing
00:31:09 Advice for New Marketers
00:35:20 ABM vs. Demand Generation
-----------------------------------------------------
👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E148 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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 expansion
This 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.
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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
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GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 Creating an End-to-End Business Growth Engine
02:28 Recap: Building Your Growth Framework
05:14 The Importance of Live Quoting Days
07:10 Ensuring Commercial Viability in Deals
09:00 Streamlining the Onboarding Process
11:10 Leveraging Customer Relationships for New Opportunities
13:00 The Power of Referrals in B2B Growth
14:30 Bringing Back Common Sense in Business Development
16:00 Solving Sales, Marketing, and Customer Success Misalignment
16:31 Accessing the Full Mini-Series and Additional Resources
-----------------------------------------------------
👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E148 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
The podcast currently has 162 episodes available.
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