The B2B Playbook

Why Your Thought Leadership Isn’t Working (And How To Fix It)

Most B2B marketers and founders are investing in thought leadership—but seeing zero results.

In this episode, we sat down with LinkedIn Ads expert Justin Rowe (Founder of Impactable) and SaaS marketing leader Rohit Srivastav (FleetPanda, S11s) to break down why your content isn’t landing—and what to do about it.

We get into the biggest mistakes brands make, how to build an audience that actually cares, and how to get your founders and team to consistently create thought leadership without it becoming a chore.

Tune in and learn:

+ Why most thought leadership fails before it even begins

+ How to build an audience of your ideal customers (from scratch)

+ The systems you can use to generate expert content every week

This episode is a must-watch for anyone trying to build brand, trust, and pipeline in 2025. Whether you’re a founder, a marketer, or just trying to stand out—this one’s packed with practical playbooks you can start using today..

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00:00 Why No One’s Listening to Your LinkedIn Content

02:25 The #1 Mistake Marketers Make With Thought Leadership

04:00 Talk With, Not At: Building Real Audience Connection

06:15 How to Rebuild Your Audience From Scratch

08:10 Rohit’s 30-Minute a Day LinkedIn Growth Playbook

10:05 Justin’s 15-a-Day Strategy to Build a Dream Network

12:35 Why You’re Still Not Breaking Through the Noise

14:45 The “Pond vs Ocean” Content Strategy

16:25 Founders Who Hate Posting: How to Get Them Started

20:05 Should Founders or Brands Lead Thought Leadership?

22:15 Corporate Pages Are Dead… Or Are They?

26:35 How B2C Brands Are Crushing LinkedIn Creativity

28:45 Rohit’s Simple Playbook for Founder Content

32:10 What You Can (and Can’t) Outsource in Thought Leadership

36:00 Running Thought Leadership Ads That Actually Work

39:00 How to Measure Real Success in Thought Leadership

41:10 Beyond LinkedIn: Where Else to Build Thought Leadership

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S07 E177 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #b2b #b2bmarketing #sales

Sales and marketing teams often feel worlds apart—competing priorities, clashing strategies, and constant miscommunication. But it doesn't have to be that way.

In this episode, we break down how sales and marketing can finally get aligned, collaborate effectively, and drive more revenue by working smarter—not harder. We reveal practical steps for modern B2B teams to bridge the gap, streamline their processes, and tackle today's toughest growth challenges together.

Tune in and learn:

+ The critical mistake keeping your teams misaligned

+ How to build a powerful sales & marketing partnership

+ Why modern sales and marketing alignment is your key growth lever

This is a must-watch episode for sales and marketing professionals who are tired of internal friction and want clear, actionable strategies for winning as one unified team.

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00:00 Introduction: A Smarter Approach to Sales & Marketing Alignment

02:43 Why Sales and Marketing Still Clash Today

05:35 Identifying Internal Issues Holding You Back

07:13 How Demand Generation Fuels Alignment

09:44 Understanding Your Buyer’s True Journey

12:43 Aligning Incentives & KPIs Across Teams

16:50 How Marketers Can Support Sales Better

20:03 The Role of AI & Tech in Modern Alignment

23:25 Getting the Fundamentals Right First

26:56 Proven Ways to Integrate Sales & Marketing

33:00 Creative Compensation Structures that Work

37:00 Avoiding the SDR Revolving Door Problem

38:41 Breaking Down Internal Marketing Silos

44:29 Building an Aligned Content Engine

52:07 The 5-Step Framework for Smarter Collaboration

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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??)

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🔹 strategy

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Check out: https://theb2bplaybook.com/demand-gen...

S07 E176 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #b2b #b2bmarketing #sales

We all know video content works, but are you really leveraging it to its full potential?

In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight.

Lindsay dives deep into how and why video effectively captures mindshare, engages your audience authentically, and drives significant business results.

We’ll share how to easily repurpose existing videos to amplify your campaigns and even reveal the exact LinkedIn strategy that landed a 35% conversion rate—without any extra spend!

Tune in and learn:

+ Why capturing mindshare with video sets you up for long-term success

+ Easy ways to repurpose your existing videos into fresh content

+ How to run high-conversion campaigns using video on LinkedIn

This episode is a must-watch for marketers who want to cut through the noise, engage their audience authentically, and maximize ROI from existing video assets.

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00:00 Every Campaign Needs Video—Here's Why

02:10 Meet Lindsay McGuire from Goldcast

05:00 Why Mindshare Matters for Your Brand

08:17 Why Video is Essential for B2B Marketing

11:07 What "Video First" Distribution Actually Means

13:22 The Untapped Power of Webinars

16:13 How to Repurpose Existing Videos Effectively

19:14 The Simplest Short Form Video Formats You Can Use Now

21:21 Easy Product Release Videos That Convert

24:00 How to Leverage Employee Videos to Go Viral

27:51 The LinkedIn Video Play that Achieved 35% Conversion

30:10 Simple Ways to Optimize Videos for LinkedIn

32:02 Creating Controversial Clips to Stop the Scroll

34:05 How to Quickly Find Your Best Clips with AI

36:00 Key Takeaways & 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-gen...

S07 E175 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #linkedinads #b2b #b2bmarketing #b2bvideo

Stop Overpaying: Mastering LinkedIn & Meta Ads for B2B

We created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising.

We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost.

You’ll hear exactly how to apply our five stages of awareness, so you always share the right content at the right time.

Tune in and learn:

+ The biggest mistakes we see B2B marketers make on LinkedIn

+ How to build laser-focused ICP audiences that actually convert

+ Simple ways to slash your ad spend by using Meta strategically

This episode is a must-watch because we show you how to spend less, convert more, and keep your boss and sales team happy.

This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.

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00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot

04:00 What It’s Really Like Being an In-House B2B Marketer

07:30 The Challenges of Growing a SaaS Marketing Team

10:50 How to Work Effectively with Sales as a Marketer

14:20 The Realities of Building a Marketing Funnel from Scratch

17:40 Why Most B2B Marketing Strategies Fail

21:00 Live Events Are Back – But Should You Host One?

25:00 The Birth of the Generate Community

28:40 How to Build a B2B Community That Actually Works

32:30 The Power of Learning from Other Marketers

36:50 The Future of Generate and What’s Next for Axel

40:30 Final Thoughts: Why Community is the Future of B2B Marketing

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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

S07 E174 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #linkedinads

Building a thriving community and life as an in-house marketer.

Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?

In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.

If you're tired of figuring it all out alone, this is the episode for you.

Tune in and learn:

+ The biggest challenges in-house B2B marketers face (and how to solve them)

+ Why community is becoming a MUST for B2B marketers

+ How Axel built Generate into a 300+ member strong B2B marketing hub

This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

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00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot

04:00 What It’s Really Like Being an In-House B2B Marketer

07:30 The Challenges of Growing a SaaS Marketing Team

10:50 How to Work Effectively with Sales as a Marketer

14:20 The Realities of Building a Marketing Funnel from Scratch

17:40 Why Most B2B Marketing Strategies Fail

21:00 Live Events Are Back – But Should You Host One?

25:00 The Birth of the Generate Community

28:40 How to Build a B2B Community That Actually Works

32:30 The Power of Learning from Other Marketers

36:50 The Future of Generate and What’s Next for Axel

40:30 Final Thoughts: Why Community is the Future of B2B Marketing

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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

S07 E173 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #community #b2bcommunity

How to Talk to Customers & Actually Learn Something (The Right Way)

Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong.

This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.

Ryan has conducted over 2,000 customer interviews, and he’s going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.

Here’s what we cover in this episode:

Why most marketers are FAILING at customer research

+ The simple process to run 1-on-1 interviews that reveal real insights

+ How B2B buyers actually make decisions (Hint: It’s NOT the funnel)

Tune in and learn:

+ The 4 types of customer interviews you NEED to be doing

+ The best questions to ask to uncover buyer motivations

+ How to get people to actually agree to customer interviews

This episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.

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00:00 How to Talk to Customers & Actually Learn Something

02:10 The Big Mistake Marketers Make with Customer Interviews

04:30 Why 1-on-1 Conversations Are the BEST Research Method

06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!)

09:10 The 4 Types of Customer Interviews You Should Be Doing

12:00 How to Set Up a Customer Interview That Gets Real Insights

14:40 Who You Should Be Interviewing (And Who to Avoid)

18:20 The BEST Way to Get People to Agree to Customer Interviews

22:00 How to Ask Questions That Uncover Golden Insights

25:10 What to Do When People Don’t Want to Talk to You

28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations

32:00 How to Analyze Customer Interviews & Turn Data into Action

36:00 Real-World Examples of Customer Research Transforming Businesses

39:30 How to Use Customer Research to Improve Marketing & Sales

42:00 Key Takeaways & Where to Start Today

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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

S07 E172 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #customerresearch #b2bjourney #buyingjourney

How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!)

We’re breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we’re sharing the entire virtual event playbook with you!

If you’re thinking about running a virtual event, but you’re overwhelmed by the planning, marketing, and execution—this is for you. We cover everything from picking the right topic to driving registrations and keeping attendees engaged.

Tune in and learn:

+ How to pick the perfect event theme that attracts the right audience

+ The secret to landing top-tier speakers (even if you have no budget!)

+ How we got 500+ highly targeted registrants in just a few weeks

+ The must-have assets for a seamless event (brand kits, promo videos, and more)

+ The #1 mistake marketers make when running virtual events

+ What we’d do differently if we were launching an event again

This episode is a must-watch for any B2B marketer looking to drive real business results with virtual events. Whether you’re running webinars or large-scale summits, you’ll walk away with actionable strategies to make your event a success.

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00:00 Launching Our First Virtual Event – Here’s How

04:00 Why Virtual Events Work for B2B Marketers

08:00 The Three Key Phases of a Virtual Event

12:00 How We Chose the Perfect Theme and Audience

16:00 Landing Big-Name Speakers for Your Event

20:00 The Collateral You Need for a Successful Event

24:00 The Promo Video Strategy That Drove Signups

28:00 How We Got 500+ Registrants in Just 8 Weeks

32:00 Getting Speakers to Promote the Event for You

36:00 Engaging Your Audience During the Event

40:00 The Secrets to Seamless Event Execution

44:00 The Importance of Post-Event Follow-Up

48:00 Why Thoughtful Speaker Gifts Matter

52:00 Turning Your Event Into Evergreen Content

56:00 Final Thoughts & Lessons Learned

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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??)

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🔹 strategy

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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

S07 E171 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #virtualevent #eventmarketing

The Simple 3-Step B2B Demand Generation Strategy for 2025

Want to contribute more to your company’s pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine.

Most B2B marketers struggle because they only focus on capturing demand. But if you’re only targeting in-market buyers (just 5% of your audience), you’re leaving 95% of potential revenue untapped.

In this episode, we share the 3 core steps of a winning B2B demand generation strategy for 2025 that not only captures demand but also creates and nurtures future buyers.

Tune in and learn:

+ The 95/5 rule and why your ads aren’t scaling

+ How to align your strategy with your best-fit customers

+ The easiest way to create and distribute demand-driving content

If you want higher-quality leads, better sales alignment, and scalable revenue growth, this episode is for you.

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00:00:00 Introduction: The 3-Step Demand Generation Strategy for 2025

00:01:53 What is Demand Generation? Breaking it Down

00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale

00:07:31 The 5 Stages of Awareness: Understanding Your Buyers

00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers

00:12:31 Real-Life Examples: Why Familiarity Wins in B2B

00:15:08 The Demand Generation Strategy for 2025: Key Objectives

00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer

00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers

00:23:56 Step 2: Be Helpful – Building Trust with Content

00:27:18 Creating a Content Repurposing System for Maximum Reach

00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content

00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently

00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy

00:36:04 Final Takeaways & Key Lessons for 2025

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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

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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

S07 E170 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?

That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.

We dive into real-world examples, including:

+ A breakup letter that made IT professionals laugh (and convert!)

+ A viral quiz that unexpectedly blew up on social media

+ The hidden content signals that tell you whether your idea will work

Tune in and learn:

+ How to test content ideas without wasting time

+ What makes a piece of content go viral

+ The must-have ingredients for high-performing content

This episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.

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00:00 Welcome to Full Circle 2024 with Jess Cook!

01:10 The Power of Minimum Viable Content (MVC)

03:00 Why MVC Should Be Part of Your Content Strategy

06:00 How MVC Helps You Test and Save Time

09:00 Real-World Example: Testing Ideas Before Big Campaigns

12:30 What Makes a Great Minimum Viable Content?

16:00 The 3 Essential Ingredients of High-Performing MVCs

20:00 What NOT to Include in Your First Content Test

24:00 The Secret to Measuring MVC Success

27:00 When an Idea Works – and When It Fails

31:00 How a Viral Quiz Almost Became the Next Wordle

35:00 Why Even Great Ideas Sometimes Flop

38:00 The Sweet Spot: How to Pick the Right Ideas to Test

42:00 Using MVC to Prioritize Your Marketing Efforts

46:00 Final Takeaways – How to Start Using MVC Today

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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:

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E169 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #contentmarketing

We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply understand it and build trust with it.

You'll learn how to:

+ Identify your best-fit customers

+ Build a roadmap of their buying journey

+ Find out who is in-market vs out-of-market - so you know who to focus your attention on.

Even better - Adem will show you how to do this without the fancy tools and tech!

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00:00 Introduction: Sales-Marketing Alignment

03:00 The Predictable Revenue Model: Why It’s Broken

06:30 Market Segmentation: Your Competitive Advantage

10:00 Why Narrow Targeting Drives Better Results

13:30 Scoring Your Best Customers Effectively

17:00 Firmographics, Psychographics, and Personas Explained

20:30 Permission-Based Creative: Standing Out to Buyers

24:00 Educating the 95%: Out-of-Market Strategies

27:30 Cataloging the Market: A Step-by-Step Guide

31:00 Building Feedback Loops Between Sales and Marketing

34:30 Final Takeaways: Better Go-to-Market Strategies

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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

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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 E168 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen