The B2B Playbook

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 We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.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-informed

This episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.

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00:00:00 The Problem with Predictable Revenue

00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo

00:02:37 What is Loxo? Revolutionizing Talent Intelligence

00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand

00:07:18 The Difference Between Brand Awareness and Demand Creation

00:09:23 The Obsession with Quantity Growth Strategies

00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach

00:16:10 Why Churn and Burn Tactics Are Unsustainable

00:18:20 Building a Consultative Marketing-Sales Relationship

00:22:03 Aligning ICPs and Segments Across Teams

00:25:20 Sharing Goals: The Secret to Team Collaboration

00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset

00:36:01 How Podcasts and Content Build Brand Affinity

00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency

00:47:17 The Power of Speaking to Problems, Not Products

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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 E167 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #outbound

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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 Profile

adconversion.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!

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!

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06:10 The Power of Triggers: Mother Turkeys' Instinct

13:10 Introduction: The Power of Reciprocity

14:00 Building Relationships through Giving

15:30 The Principle of Reciprocity in Action

17:00 Giving Value without Expectations

18:20 Commitment and Consistency in Marketing

19:50 Cognitive Dissonance and Consistency

22:20 Small Commitments Leading to Bigger Actions

23:50 Nurturing Relationships with Value

24:50 Moving Up the Value Chain

27:00 Conclusion and Recap

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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://theb2bincubator.com/

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S05 E107 - The B2B Playbook

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#b2b #b2bmarketing #digitalmarketing

#b2bsaas #behaviouralscience #neuromarketing

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/randfish

https://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!

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00:00 Introduction: Building an Education Ecosystem

01:00 The Five B Framework Overview

02:00 The Role of Education in Brand Building

03:00 AI's Influence in Modern Marketing

04:20 Real-world Examples: SAS Platform

05:10 HubSpot and Segment as Leading Examples

06:40 The Pain Points in B2B Marketing

07:50 The Power of an Education Ecosystem

13:30 Automating Knowledge for Business Growth

14:50 The Benefits of an Education Ecosystem

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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://theb2bincubator.com/

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S05 E106 - The B2B Playbook

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#b2b #b2bmarketing #digitalmarketing

#b2bsaas

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 success

This episode is a must-watch for marketers looking to stay ahead in content and PR innovation.

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00:00 Introduction: Meet Adrian Fagerlund and Linkby

03:00 What Is Linkby? Revolutionizing Content and Advertising

06:00 Overcoming the Chicken-and-Egg Problem in Startups

09:00 Redefining Sales: Trusted Advisors, Not Just Sellers

12:00 The Role of Team Alignment in Scaling Rapidly

15:00 Lessons from Pedestrian.tv: A Foundation for Linkby’s Success

18:00 Linkby’s Global Team Bonus System: Driving Collaboration

21:00 The Power of Communities and Referrals in Marketing

24:00 Performance PR: Working with Agencies and Affiliates

27:00 Exploring Linkby’s Reverse Pitching Feature

30:00 Feedback Loops: Improving Targeting and Aligning Teams

33:00 What’s Next for Linkby: Products and Innovations

38:00 Key Takeaways from the Conversation with Adrian Fagerlund

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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 E166 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #outbound

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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 growth

This episode is a must-watch for B2B marketers and sales teams ready to level up their outbound game.

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00:00 Introduction: Solving the Connect Rate Problem

02:00 Ryan’s Journey into Sales and Marketing

04:50 The Birth of Phone Ready Leads

07:30 Understanding Sales as Math and Strategy

10:20 Building Effective Lead Scoring Systems

13:00 The Role of Technology in Outbound Success

15:40 Shifting from Lead Gen to Demand Gen

18:30 Navigating the Buyer’s Pyramid

21:20 Aligning Sales and Marketing for Better Results

24:00 The Power of Personalization in Outbound

26:40 Training Reps for Consultative Outbound

29:20 Cataloging the Market: Strategies for Success

32:00 Creating a Unified Funnel for Sales and Marketing

35:00 How to Build Trust Through Quality Conversations

38:00 Final Thoughts 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/demand-generation-course

S06 E165 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #outbound

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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 Reddit

This episode is a must-watch for marketers who want to stand out and connect authentically with their dream customers.

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00:00 Introduction: Can Reddit Drive Demand Gen?

03:00 The Five B's Framework Overview

06:00 Why Reddit is Gaining B2B Momentum

09:00 Evaluating Reddit for Your Dream Customers

12:00 How to Be Genuine on Reddit

15:00 Testing Messaging and Audience Alignment

18:00 Reddit as a Resource for Marketers

21:00 Organic Visibility and Longevity on Reddit

24:00 Consultative Selling on Community Forums

27:00 Common Mistakes Marketers Make on Reddit

30:00 The Role of Self-Reported Attribution

33:00 Real-Life Examples of Reddit Success

36:00 Overcoming Reddit Ads Challenges

39:00 Key Takeaways for B2B Reddit Strategies

42:00 Closing Thoughts: Experiment and Learn

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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 E164 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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 right

This 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.

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00:00 Introduction: Key Ingredient for Outsized Impact

02:00 What Is Positioning and Why It Matters

04:00 Market Leaders and the Power of Positioning

06:30 Examples of Great Positioning: Salesforce and Pipedrive

08:30 How Positioning Shapes CRM Markets

10:00 Steps to Define Your Positioning

12:00 Leveraging the 80/20 Rule in Positioning

14:00 Testing and Validating Your Positioning

15:30 Lessons from the B2B Incubator

16:30 Aligning Positioning Across Your Organization

17:30 Leadership Buy-In and Scaling Your Positioning

18:30 Final Takeaways on Positioning

19:00 Closing Thoughts and Key Lessons

19:10 How You Can Support the B2B Playbook

19:20 Sign Off: Subscribe for More B2B Insights

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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 E163 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing