The B2B Playbook

How do you get buy-in from your organization to pursue Demand Generation as a strategy?

We show you EXACTLY how, step-by-step.

(Plus we share some free templates to help you put together the presentation you need to!)

We cover everything from evaluating the effectiveness of your current lead generation efforts to calculating the true ROI of your marketing activities, including often-overlooked costs like sales time. Additionally, we introduce the concept of a "split the funnel" analysis to identify high-intent leads and demonstrate the significant impact demand generation can have on your pipeline and revenue.}

We share clear examples, real-world scenarios, and walk you through the process of presenting a data-driven business case to leadership, highlighting the limitations of traditional lead generation and the scalable growth potential of demand generation.

This is pt.4 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ How to assess the profitability of your current marketing efforts

+ The importance of including sales costs in your ROI calculations

+ Techniques for identifying high-intent vs. low-intent leads

+ Strategies for gradually shifting towards a demand generation model

+ Tips for building a convincing business case for demand generation

This episode is a must-watch for any B2B marketer looking to drive sustainable growth, improve sales enablement, and gain leadership buy-in for a demand generation strategy.

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

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

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

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

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

00:03:18 Defining Demand Generation

00:05:15 The 97% Market Opportunity

00:06:15 Evaluate Current Strategy

00:07:24 Calculating Cost per Lead

00:09:52 Including Sales Cost in ROI

00:11:46 Calculating Revenue from Leads

00:14:02 The Importance of True ROI

00:15:22 Split the Funnel Analysis

00:19:01 Mapping High vs Low Intent Leads

00:21:58 Proposing Demand Generation

00:24:23 Building the Business Case

00:27:00 Gradual Shift to Demand Gen

00:29:11 Key Takeaways

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

👥 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 E132 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy

Are you wondering if demand generation is the right fit for your company? We bring out the whiteboard again in this video to explore which companies are suited for demand gen. We'll take into account different go-to-market strategies, industries, and business models.

We examine real-life success stories, from traditional manufacturing to cutting-edge SaaS businesses, demonstrating the power of demand gen across various industries.

Whether you're a sales-led organization struggling to connect with the right prospects or a marketing team seeking better alignment with sales, this video will provide you with valuable insights and a practical framework to drive sustainable growth for your business.

This is part.3 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ Why your go-to-market motion doesn't matter for demand gen success

+ How demand generation can impact companies in any industry

+ The right time and prioritization for implementing a demand gen strategy

If you're a B2B marketer or a leader exploring whether now is the right time to start investing in demand generation, this episode is for you.

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

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

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

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

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

00:00:00 Intro: What Companies are Suited for Demand Gen?

00:01:02 Defining Demand Generation

00:02:56 Does Go-to-Market Motion Matter?

00:05:20 Demand Gen for Inbound and Outbound Strategies

00:07:13 Demand Gen for Other Go-to-Market Motions

00:09:06 Demand Gen for Outbound Sales Teams

00:10:38 Why Industry Doesn't Matter

00:13:22 Demand Gen Complements All Go-to-Market Strategies

00:14:23 A Real-Life Demand Gen Success Story

00:17:18 Demand Gen Impacts All Industries

00:18:36 The Right Time and Prioritization for Demand Gen

00:19:27 Key Takeaways

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

👥 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 E131 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy

When is the right time to invest in Demand Generation? Are you struggling to scale your B2B business? Tired of feeling like you're searching for a needle in a haystack when it comes to finding new customers? If so, it might be time to explore demand generation.

What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight.

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

This episode is sponsored by Sessions.us

Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

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

In this episode of The B2B Playbook, we break down when is the right time for your B2B company to start a demand generation strategy. We share the brutal truth about why most businesses struggle to scale without demand gen and reveal the key prerequisite your company needs before launching a program.

This is part.2 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ The critical prerequisite your B2B company needs before starting demand generation

+ 3 signs that signal your business is ready for a demand gen program

+ How to launch a successful demand generation pilot project

You'll discover the tell-tale signs that indicate your business is ready for demand generation, including the ideal company size, team structure, and level of product-market fit. We also provide practical tips on how to start small with a pilot project, support your existing acquisition channels, and document your demand gen strategy for long-term success.}

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

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

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

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

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

00:00 Intro: When to Start Demand Generation?

02:14 Recapping the 5 Bs Framework

04:37 The Importance of Demand Generation

06:33 Prerequisite: Product Market Fit

09:22 Signs Your Business is Ready for Demand Gen

11:52 Starting Small with a Pilot Project

14:02 Supporting Existing Acquisition Channels

15:42 Documenting Your Demand Gen Strategy

17:07 Key Takeaways: When to Start Demand Gen

18:40 Outro and Call-to-Action

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

👥 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 E130 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy

What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight.

Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

This is part.1 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ what demand generation is

+ why your business needs it and its benefits

+ the difference between lead gen vs demand gen

We'll also share our favourite framework to simplify demand generation. This is a 'must listen' for any B2B marketer that's looking for sustainable growth engines to fuel their business.

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

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

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

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

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

00:04:30 What Is Demand Generation?

00:11:35 The Core Components of Demand Gen

00:13:03 The Five Stages of Awareness

00:18:47 The Importance of Being First-Mind

00:21:49 Crafting a Healthy Demand Gen Engine

00:28:35 The Challenge of Attribution in Demand Gen

00:31:47 Demand Gen vs. Brand Marketing

00:33:03 Lead Gen: The Good, Bad, and Ugly

00:39:22 The Limitations of Lead Gen

00:40:58 The Strategic Advantage of Early Demand Gen

00:42:09 Framework for Demand Creation

00:43:57 Closing Thoughts & What's Next

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

👥 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 E129 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy

Head over to Sessions.us and sign up for a 14-day free no strings attached free trial

https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

This week we have one of LinkedIn's very own marketers - Lucy Sonter - on the show to walk us through how the beast itself pulls together its own B2B go-to-market strategy.

Lucy shares stories and examples from successful product launches at LinkedIn. In her former life, Lucy also worked in Sales, so she's able to weigh in on how sales and marketing can work better together.

Tune in and learn:

+ how to leverages sales insights to enrich your marketing strategies

+ how LinkedIn changed everyone's mind about using their 'audience network'

+ what customer insights you need and how to gather them

Just like many of our listeners and viewers, Lucy's team is resource and time strapped - so she faces many of the same problems that you do.

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

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

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

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

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

00:00:00 - Welcome & Introduction

00:06:00 - The Journey from Sales to Marketing

00:12:00 - Customer Insights: The Foundation of Strategy

00:18:00 - Participating in Customer Advisory Boards

00:24:00 - Hindi Ads Case Study: Overcoming Language Barriers

00:30:00 - LinkedIn Audience Network: A Global Perspective

00:36:00 - Sales and Marketing Alignment: A Personal Take

00:42:00 - Enhancing APAC Strategies with Local Insights

00:48:00 - Wrap-Up: The Importance of Measurement

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

👥 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

S05 E128 - The B2B Playbook

#b2b #b2bmarketing #demandgen

#b2bsaas #demandgeneration #marketingstrategy #linkedin

Thinking of starting a B2B podcast for your company or personal brand? Or running one but you it's not achieving the goals you wanted it to?

With 130+ episodes in the bank and over $1million+ in pipeline generated from their podcast, hosts of The B2B Playbook Kevin Chen and George Coudounaris share all the things they wish they knew before getting started.

Because let's face it, it wasn't all sunshine and rainbows!

Many of these questions have been sourced directly from the audience - so it's likely your question has been covered!

Tune in and learn:

+ 5 essential steps to launch your podcast

+ how to make your audience fall in love with it

+ the process and equipment you need to run the whole show smoothly

This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

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

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

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

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

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

00:00 Kickoff: Why Your B2B Company Needs a Podcast

05:45 First Steps: Planning Your Podcast Strategy

11:30 Content Creation: Engaging Your Audience

17:15 Tech Talk: Essential Gear for Starting

22:50 Promotion Tactics: Increasing Your Reach

28:25 Guest Selection: Booking Impactful Voices

34:00 Analytics Deep Dive: Measuring Success

39:35 Monetization Strategies: Making Profit

45:10 Listener Engagement: Building a Community

50:45 SEO for Podcasts: Boosting Visibility

56:20 Future Trends: Staying Ahead in Podcasting

61:55 Case Studies: Real Success Stories

67:30 Challenges & Solutions: Overcoming Obstacles

73:05 Final Thoughts: Your Next Steps

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

👥 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

S05 E127 - The B2B Playbook

#b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration

#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

This week we have B2B SEO strategy and execution expert Sam Dunning on the show to walk us through how B2B marketers can use SEO to capture more demand and drive pipeline while they sleep.

Sam shares his no nonsense strategies and frameworks that transform SEO from a mere traffic generator to a robust lead and revenue-driving machine. Learn about common pitfalls, advanced tactics, and the essential components of a successful SEO strategy tailored for the B2B landscape.

Tune in and learn:

+ the biggest mistakes you're probably making when it comes to B2B SEO

+ frameworks you need to use to make your audience AND Google love your content

+ how to drive qualified pipeline with SEO while you sleep

We love how simple and actionable Sam's frameworks are. They fit so nicely into our own 5 BEs Framework for demand generation. If you listen to this episode, you will be able to start executing his strategy straight away.

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

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

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

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

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

00:04:00 The Biggest SEO Mistakes in B2B

00:08:00 Key Strategies for Effective B2B SEO

00:12:00 Utilizing Content for SEO Success

00:16:00 SEO Myths Debunked

00:20:00 Building a Strong SEO Foundation

00:24:00 The Role of Backlinks in B2B SEO

00:28:00 On-page SEO Techniques

00:32:00 SEO Tools and Resources

00:36:00 Measuring SEO Impact

00:40:00 Future Trends in B2B SEO

00:44:00 Integrating SEO with Other Channels

00:48:00 SEO Success Stories

00:52:00 Q&A with SEO Expert

00:56:00 Closing Remarks and Takeaways

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

👥 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

S05 E126 - The B2B Playbook

#b2b #b2bmarketing #b2bseo #demandcapture #demandgen

#b2bsaas #demandgeneration #marketingstrategy

How can B2B SaaS companies drive long term revenue with Demand Generation? What gaps do most have in their strategy? How can they execute this strategy with so few resources?

This week George Coudounaris sits down with Factors.ai to share The B2B Playbook's Demand Generation Framework - The 5 BEs Framework.

He also answers questions from the audience on practically applying this framework, as well as any tips in executing it.

Tune in and learn:

+ the 5 BEs Framework for demand generation

+ how to build a content engine that delivers revenue and is highly resource efficient

+ how to start implementing this framework in your business

This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

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

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

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

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

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

00:30 George's Introduction & B2B Playbook Overview

03:00 Fundamentals of Demand Generation

06:00 Learning from Performance Marketing

09:00 The 5 BEs Framework Explained

12:00 Be Ready: Understanding Your Audience

15:00 Be Helpful: Creating Valuable Content

18:00 Be Seen: Amplifying Your Message

21:00 Be Better: Optimizing Your Approach

24:00 Be the Best: Advanced Tactics

27:00 Generating Demand for B2B Incubator

30:00 Effective Content Marketing Strategies

36:00 Enhancing LinkedIn Ads for Demand Gen

39:00 Conclusion & Final Thoughts

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

👥 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

S05 E125 - The B2B Playbook

#b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration

#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

This week we sit down with B2B Social Media Marketing expert Meryoli Arias to share how she helped Apollo.io's social media grow 400% in 9 months.

She details the strategies she used to drive this rapid growth, and has set the foundations in place for a brand that continues to grow because people know, like and trust it.

Tune in and learn:

+ the importance of 'listening' and amplifying the voices of your audience

+ the '3 circles' you need to communicate with on social media to build a strong brand

+ how to get your colleagues to post more on LinkedIn (employee advocacy!)

This episode is a must-watch for marketers who want to build trust with the Dream Customers on social media.

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

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

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

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

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

00:00 Intro: The Three Circles of Social Media

02:00 Apollo's Explosive Social Media Growth

04:20 Crafting Apollo's Social Media Strategy

06:50 Driving Apollo's Community Engagement

09:10 Harnessing Organic Conversations for Growth

11:30 Building Apollo's Brand Narrative

14:00 Leveraging Employee Advocacy for Organic Reach

16:20 Empowering Employees: The Power of Personal Brand

18:40 Maximizing LinkedIn for Brand Amplification

21:00 The Strategy Behind Apollo's Social Success

23:20 Keeping Social Media Management Agile and Organic

25:40 The Impact of Social Media Authenticity

28:00 Partner Takeovers: A Strategy for Expanded Reach

30:20 The Future: Innovating Apollo's Social Media

32:40 Conclusion: The Power of Community in Social Media

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

👥 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

S05 E124 - The B2B Playbook

#b2b #b2bmarketing #socialmediamarketing #socialmediamanager #contentstrategy #demandgeneration

Demand Generation Marketing is one of the most important go-to-market strategies that a business must execute if it wants to scale profitably. But it can be so confusing and seems so hard to define.

The good news?

We have a framework for Demand Generation marketing that has been rigorously tested, and led many B2B marketers to go from being 'order takers' from sales, to being the major contributors to pipeline.

In this episode, we take you through our proven 5 BEs Framework for Demand Generation, so any marketer can put in place a long term revenue engine in their business. For you that means: a better relationship with sales, leads that turn into revenue, and a business that can scale profitably.

We've detailed our 5 BEs Framework for demand generation throughout The B2B Playbook, covering each of the 5 BEs in a season:

Season 1 - BE Ready - Deeply understand your customers

Season 2 - BE Helpful - Build relationships with your best customers

Season 3 - BE Seen - Amplify and accelerate demand with paid media and ABM

Season 4 - BE Better - Optimise your workflow

Season 5 - BE The Best - Advanced tactics

In this episode, we give you an overview of our 5 BEs Framework for Demand Generation so you can start creating your own demand engine, or plugging the gaps in your existing one.

Tune in and learn:

+ why demand generation is more important now than ever

+ the 5 BEs Framework that you can implement in your business

+ success stories from marketers like you that are now driving revenue

Whether you're new to demand generation or looking to enhance your existing strategies, this episode provides the knowledge and tools you need to make a significant impact on your B2B marketing efforts.

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

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

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

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

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

00:00 Introduction: Unveiling the 5 BEs Framework for Demand Gen

03:10 Deep Dive: Why the 5 BEs Matter

06:50 Solving B2B Challenges: Insights & Solutions

10:20 Tackling Misalignment and Lead Quality

13:30 Embracing Dark Social for Community Building

17:00 The 5 BEs Explained: A Comprehensive Overview

20:40 Target Audience: Who Benefits the Most?

24:00 The Power of In-House Marketing

27:50 From Podcast to YouTube: Our Content Journey

31:20 Future Directions & The Role of AI

34:30 Practical Steps: Implementing the Demand Generation 5 BEs Framework

37:40 Closing Thoughts: What's Next?

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

👥 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

S05 E123 - The B2B Playbook

#b2b #b2bmarketing #bottomoffunnel #contentstrategy #demandgeneration

#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing