The B2B Playbook

Analysis Episodes!

Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously!

This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness.

We hope that this series will continue to give practical and helpful guidance on how to apply our framework to level up your B2B marketing!

Tune into this week’s episode for more!

Links:

Link Ad Screenshots

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Theory doesn’t beat practical experience.

But better than either is both!

This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side.

We’ve learnt a lot from chatting with him and we certainly hope our listeners will gain a lot from hearing first hand what it’s like to implement the things we talk about every week on the podcast and with our 5 Be’s framework.

Some key highlights:

• Creating demand is creating desire, not some tactical changes.
• Have a story to help get buy in from the rest of the business.
• There’s a role for good agencies, not just in execution.
• Demand creation is not easy, but it’s what you have to do for long term success.
• Don’t be afraid to bring in creatives and give them the reins when they have the insights you have.
• Educate yourself outside of marketing. It will only make your marketing better!

Tune into this week’s episode for more!

Links To Mentioned Resources:

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!

Sometimes, it’s important to get back to your roots.

That’s certainly a little journey we travelled on this episode on a personal level.

But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently.

We use first principles from our 5 Be’s framework to look at one such topic this week:

Should You Hide Your Content Behind An Email Gate?

You’ll get our take and why. And more importantly the ability for you to figure this out for yourself and how to approach it without burning the house down!

Tune into this week’s episode for more!

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!

You could say we hustle pretty hard.

But George is hustling so hard he’s got a job moonlighting as a chimney sweeper!

Not really, but for a lot of our listeners they are so poor it certainly feels that way!

If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation this week.

We give you some practical tips on how to go about getting started without working 24/7, but also so you know you’re on the right track to actually generating demand, instead of just capturing it and waiting for the inevitable day when that demand runs out!

Tune into this week’s episode for more!

Links To Mentioned Resources:

The B2B Incubator

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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!

Kev’s got some spare time and is careful not to spend it doom scrolling on social media!

Although not sure if his choice of activities to fill his time is much better!

While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it!

This week we’re talking about how you can use paid ads to be helpful and approach it very differently to demand capture.

By bringing your helpful content to the feed, instead of asking people to leave the feed, amazing things can start to happen.

Tune into this week’s episode for more!

Links To Mentioned Resources:

5 Stages of Awareness Episode (Ep 28)

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Being Helpful…

Sometimes it’s easier said than done!

But despite the occasional $400 bill, we still stick to going long on being kind!

This week, we take that same approach to product ads.

Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach.

And that’s what we’re talking about this week. We walk through what information you need and how to set up product ads to find the right spot to make their mark.

Tune into this week’s episode for more!

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!

Love is in the air in B2B land.

Or at least in George-land, but we certainly love our little community of B2B marketers!

This week we’re deep diving into a key concept that often gets overlooked by the best of us:

Capturing vs Creating Demand.

However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important!

We talk about the difference and how to go about starting to create demand.

Tune into this week’s episode for more!

Links To Mentioned Resources:

Episode 27 - Metrics To Track To Know Your Content Is Working

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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!

What channels work for B2B marketing?

Well, it depends…

As we’ve spoken about in the last few weeks, there’s a number of factors into deciding which are the right channels for your particular use case to amplify your helpful content.

But that doesn’t mean there are some common threads.

So this episode we’ll take you through some of those common channels that often work and should be considered when running B2B paid ads.

Tune into this week’s episode for more!

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We’ve been referencing it for the last few episodes…

But the cat's out of the bag now!

The B2B Incubator Program is about to go on its maiden run!

The program is starting shortly with a group of 10 amazing B2B marketers.

We’ve set up a program with all the tools and templates to help B2B marketers and teams implement the 5 Be’s Framework in their businesses!

Taking the work that we do 1 on 1 with clients, we turned it into a more accessible cohort format that allows for group learning to strengthen the learning and implementation process and speed.

We’re really excited to see the great transformations the program will bring.

As that goes ahead, we’re also discussing how to pick the right ad channels for a business looking to Be Seen with paid advertising.

A quick framework to help you think through this so you make the right choice and get bang for your buck, the precious resources you have as a B2B marketer.

Tune into this week’s episode for more!

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!