The B2B Playbook

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

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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

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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 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

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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 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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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

In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success working as one unit.

We cover:

→ Why the hardest part of rev ops today is separating what's real from the AI hype

→ How stacking tools and methodologies on a broken operating system only compounds the mess

→ Why your CRM fills up with inflated pipeline and deals that advance on optimism

→ How misaligned incentives pull sales, marketing and success in different directions

→ The simple cataloging questions most teams still never ask their buyers

If you are a founder, rev ops leader or B2B marketer drowning in tools and dashboards but still can't get clean data or a straight answer on which accounts are actually in market.

Tune in and learn:

→ Why revenue is an architecture problem and what that changes about how you build your systems

→ Where AI genuinely helps in the sales motion and where it just makes better spam

→ How to spot the difference between real alignment and another meeting that changes nothing

→ Why marketing was never equipped to decide who's in market, and who should own it instead

→ Practical, bite size AI use cases that actually move the needle without a 90th operating system

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🔗 Links + CTAs

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

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Timestamps:

00:00 Cutting Through The AI Noise Without Losing The Plot

00:55 Welcome Back: Rev Ops With Pasha Irshad

02:48 The Hardest Thing About Rev Ops Right Now

06:03 Chasing Tools Versus The Business Fundamentals

07:47 Why Revenue Is An Architecture Problem, Not A Sales Problem

09:33 Rev Ops Full Circle: Back To Commercial Management

14:24 Why Reps Default To Broken Habits Under Pressure

17:14 How Misaligned Incentives Break Sales And Marketing

20:41 Can Rev Ops Actually Fix This Or Just Champion It

32:22 One Source Of Truth That Everyone Muddies

36:12 Who Really Owns Deciding If An Account Is In Market

42:29 What It Takes To Get Back To Human Conversations

49:00 Cool Things Built With Claude Code And AI

52:36 Wrap Up And Thanks

S08 E38 - The B2B Playbook #b2b #b2bmarketing #revops #revenueoperations #gotomarket #b2bsaas #gtmengineering #crm #hubspot #demandgeneration

In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.

We cover:

→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy

→ Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM

→ Be Helpful: building trust with helpful content that makes you the obvious choice when buyers are in market

→ Be Seen: deliberate distribution across one to many, one to few and 1 to 1 channels

→ Be Better and Be the Best: optimising your processes, revenue alignment and building a flywheel

If you are a B2B marketer or founder on a small, lean team who's tired of random acts of marketing and wants one practical framework to run demand gen without getting lost in the weeds.

Tune in and learn:

→ Why 95% of your market isn't ready to buy today, and how to influence them before they are

→ How to niche down on your ICP and turn customer interviews into messaging and content

→ Why the person delivering the message is now just as important as the message itself

→ How to pick the right channels based on where your buyers actually hang out and who they trust

→ How Revenue Alignment Architecture breaks down the silos between sales, marketing and CS

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

🔗 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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-----------------------------------------------------

Timestamps:

00:00 Why Not Everyone Is In Market To Buy

00:46 Welcome Back: The Five B's Framework Live In Studio

01:30 What The Five B's Framework Is And Why It Matters

03:47 The 95/5 Rule Grounded In A Real Example

05:28 Be Ready: Deeply Understanding Your Dream Customers

08:57 Be Helpful: Building Trust With Helpful Content

12:00 Making Your Product The Obvious Conclusion

13:03 Subject Matter Experts And Repurposing Content

16:05 Be Seen: Deliberate Distribution That Works

18:05 One To Many, One To Few And 1 To 1

22:26 Be Better: Optimising Your Processes

24:43 Revenue Alignment Architecture With Sales And CS

27:57 Be The Best: Building The Flywheel And Advanced Tactics

30:29 Does The Framework Hold Up? Key Takeaways

31:37 Wrap Up And Thanks

S08 E237 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing.

We cover:

→ Why doing SEO and AI search alone makes life way harder, especially for higher ticket B2B

→ How buyers now search inside LLMs with their exact persona, problem, company size and budget

→ Why positioning and controlling your own narrative matters more now than it ever did

→ The page structures that get snapped up by AI search, like TLDRs, why trust us sections and tables

→ Backlinks, brand mentions and value exchanges, plus what listicle placements actually cost

If you are a B2B marketer or founder who's tired of panicking about AI search and wants a clear, no nonsense way to show up in ChatGPT, Claude and Google when buyers are ready to buy.

Tune in and learn:

→ Why your own website should be your foundation before chasing backlinks and PR

→ How to nail every way someone searches for your offer when they're in the buying window

→ Why hiding your pricing lets Reddit tell your story for you, and what to do instead

→ How to land top listicle placements through value exchanges, not just pay to play

→ What entry level versus aggressive SEO campaigns look like, and where humans still beat AI

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

Timestamps:

00:00 Why You Shouldn't Do SEO and AI Search Alone

02:00 Welcome Back to The B2B Playbook

02:54 What Sam Had to Revise About SEO

05:05 SEO vs GEO vs AIO: What Do We Call It Now?

05:49 How Buyers Search Inside LLMs

08:33 Why Positioning and Controlling Your Narrative Matters

10:18 Nailing Money Keywords and Search Intent

13:30 Building Pages AI Will Actually Pull From

21:00 Backlinks, Brand Mentions and Value Exchanges

24:28 What a Listicle Placement Costs

39:00 Mining Sales Calls for Bottom of Funnel Keywords

43:06 SEO Tiers: Entry Level vs Aggressive

44:32 Human Content vs AI and Keeping a Human in the Loop

S08 E236 - The B2B Playbook #b2b #b2bmarketing #b2bseo #aisearch #seoforsaas #b2bsaas #demandgeneration #gotomarket #geo #digitalmarketing

In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine.

We cover:

→ Why another dashboard, AI-powered or not, was never the silver bullet for growing your business

→ The data problem in B2B marketing and why so many metrics are just vanity metrics

→ Our practical framework for getting insights without expensive tools

→ How to tier your ICP and tailor your reporting to match each tier's play

→ Where AI genuinely helps, especially when you're sifting through loads of qualitative data

If you are a B2B marketer or founder who's tired of drowning in flashy dashboards and wants a simpler, clearer way to measure what actually drives revenue.

Tune in and learn:

→ Why clarity beats complexity and what questions to nail down before you buy any AI tool

→ How to revisit your ICP and segment accounts into tiers that shape your reporting

→ How to track a handful of meaningful metrics instead of drowning in data

→ How to use AI and Claude to pull together messy qualitative data and surface real patterns

→ Why holistic measurement that links marketing to revenue matters more than any tool

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

🔗 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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Timestamps:

00:00 Do You Really Need AI Analytics for B2B Marketing?

00:53 Welcome Back to The B2B Playbook

01:48 The Five B's Framework Explained

03:02 Why This Matters: Tight Budgets, AI Hype and Uneven Maturity

08:51 Start With Your Objectives and Ideal Customer

10:45 Segmenting Your ICP Into Tiers

14:28 Matching Your Measurement to Your Plays

17:46 A Real Client Example With Claude

19:57 Where AI Actually Helps Your Analysis

23:16 Key Takeaways: Clarity Beats Complexity

S08 E234 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketinganalytics #aimarketing #b2bsaas #marketingmeasurement #gotomarket #abm #digitalmarketing

In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.

We cover:

→ Why partnerships needs to be a top down strategic decision, not a side experiment

→ The foundations most companies are missing before they even hire a partnerships manager

→ How to pick the right partners using a capacity, commitment, mutual customers and capability matrix

→ Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team

→ How AI is changing the way partnership ops and rev ops teams work together

If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.

Tune in and learn:

→ How to align your whole leadership team on what partnerships is and what it isn't

→ How to validate your partner categories before you activate anything

→ What a mutual success plan looks like and how to operationalize partners like a sales team

→ Why referral leads close faster and how to make that engine predictable

→ How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind

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

🔗 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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Timestamps:

00:00 Why Partnerships Is a Real Revenue Channel

00:48 Meet Brian Williams from Hockey Stick Advisory

01:47 How the Partnerships Landscape Has Shifted

03:05 The Foundations Most Companies Are Missing

06:30 Why Partnerships Has to Be a Genuine Exchange

07:51 Are You Actually Partnerships Ready?

09:47 How to Identify the Right Partners

13:18 The Biggest CRO Blocker With Partnerships

16:10 How AI Is Changing Partnerships

19:06 Why Partnerships Managers Burn Out Early

22:04 The Two Year Cycle Explained

24:02 When Partnerships Doesn't Work

25:26 The Big Hire Mistake to Avoid

28:26 The Partnership Revenue Gap Calculator

31:53 Where to Find Brian and Hockey Stick Advisory

S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing

In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.

We cover:

→ Why multi-touch attribution keeps lying to you and what it's actually measuring

→ Why ad platforms are deliberately making attribution harder for us as marketers

→ How to blend quantitative and qualitative data to get a real picture of what's driving revenue

→ Why being data influenced beats being data driven every single time

If you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion.

Tune in and learn:

→ Why multi-touch attribution is click obsessed and built on disappearing data

→ How to layer in marketing mix modeling and incremental testing without drowning in complexity

→ Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools

→ How to communicate attribution as a range, not a definitive number, to your leadership team

→ How to align sales, CS and finance on what attribution can and can't tell you

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

🔗 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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-----------------------------------------------------

Timestamps:

00:00 Why Attribution Keeps Lying to You

00:50 Welcome + Season 8 Overview

01:56 The Five B's Framework Explained

02:54 Why B2B Attribution Is So Much Harder Than B2C

04:08 The Real Problems With Multi-Touch Attribution

07:35 Why Privacy Changes Are Making This Worse

08:32 Attribution Software Is Just Repackaged Last Click

09:55 How Long B2B Cycles Break Attribution Models

10:56 The Blended Measurement Framework

17:10 Why Qualitative Signals Are Your Most Honest Data

18:57 How to Communicate Attribution Uncertainty to Leadership

20:56 Don't Overpromise on Attribution Internally

23:30 Why Industry Benchmarks Are Mostly Useless

25:37 Key Takeaways

27:06 Final Thoughts and Where to Learn More

S08 E234 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketingattribution #marketingmeasurement #digitalmarketing #b2bsaas #leadgeneration #revenuemarketing #demandgen