The B2B Playbook

Your reps are booking meetings with people who were never going to buy this quarter.

In this episode, we're joined by Jake Rivera, founder of the Cacheflow Collective and one of the pioneers of the fractional SDR space. Jake went from SDR to enterprise AE inside some of the biggest software companies in the world, building around $100M in pipeline and closing over $19M along the way. George Coudounaris and Adem Manderovic dig into how he prospects to find each account's buying window, instead of pushing for a meeting on every call.

Jake explains why most of the deals he closed were already in market before he picked up the phone, how a three-step opener (research, insight, then a question that challenges the status quo) keeps cold conversations relevant, and why profiling a whole territory upfront lets one rep carry two or three quotas at once.

Tune in and learn:

• Why most buyers you close were already in their buying window before you called
• How to open a cold call with research, insight and a status quo question
• Why cataloging your territory early helps you forecast and manage up
• How fractional SDRs stack contracts and hit multiple quotas
• Why the reason to follow up is your last conversation, never your product

If you lead an SDR team, or you're an SDR tired of the high-volume grind, listen to this before you set next quarter's activity targets.

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🔗 Links + CTAs

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🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school

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

👤 Follow Jake Rivera on LinkedIn: https://www.linkedin.com/in/jake-r-4b1b63373/

🤝 Check out Jake's community, the Cacheflow Collective: https://elevatetechsales.com

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WATCH on YouTube: https://www.youtube.com/watch?v=P8-Yps0wjvc

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

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

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Timestamps:

00:00 Welcome to The B2B Playbook

00:35 How fractional SDRs carry multiple quotas without burning out

01:22 Meet Jake Rivera: from SDR to $19M closed

02:59 The SDR churn problem that led to contract stacking

06:11 High probability prospecting: most buyers were already in market

08:47 Cascading questions and the catalog

12:24 Why relevant context beats brand and product

13:08 The three-step cold call opener: research, insight, question

14:31 Why timing intel dies on the front line

16:26 Why so few sellers reach the same conclusion

19:03 Cataloging vs the meetings-booked metric

21:12 Why rejection becomes market data

22:30 Short-term vs long-term prospecting

23:29 Catalog your territory so you can forecast

25:18 Reverse engineer your quota

26:48 How cataloging powers contract stacking

28:25 The real reason to follow up

29:20 Signals vs a live conversation

33:13 Which industries this works in

35:57 Using AI research tools to profile accounts

37:15 Where the catalog data should live

38:53 Getting front-line insight to product and marketing

39:54 The AE to customer success handover gap

41:58 Inside the Cacheflow Collective

44:19 Final thoughts

Why Sellers Who Stop Chasing Meetings Hit More Quota - The B2B Playbook

AI made outbound easy to automate - so the reps who win now are the ones buyers actually trust.

In this episode, we're joined by Morgan J Ingram, who went from one of the lowest-performing SDRs at Terminus to training more than 50,000 B2B sellers, and now runs AMP Social. George Coudounaris and Adem Manderovic dig into what outbound is really for when anyone can send a thousand messages, and what to do with the prospects who aren't buying today.

Morgan shares the 30-second cold call that turned his career around, why AI is a mirror that only amplifies what you already know, and why he thinks the best sellers are heading back to the field - events, in-person meetings and old-school "street reach".

Tune in and learn:

• The 3 traits every great rep needs: magnetic, intuitive and consistent
• Why meetings-booked targets stop reps asking the questions that matter
• 3 ways to turn sales conversations into marketing and product insight
• Why SDR-to-AE conversion is the metric sales leaders should be watching
• How to move buyers from digital, to in person, to text

If you lead a sales or SDR team and your outbound is getting louder but not landing, listen to this before your next pipeline review.

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🔗 Links + CTAs

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🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school

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

👤 Follow Morgan J Ingram on LinkedIn: https://www.linkedin.com/in/morganjingramamp/

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WATCH on YouTube: https://www.youtube.com/watch?v=mnOjjyRqCiA

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

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

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Timestamps:

00:00 Welcome to The B2B Playbook

00:35 Would you take a demo from an AI seller?

01:25 Meet Morgan J Ingram: from struggling SDR to 50,000 sellers trained

04:12 Why Morgan never wanted to be in sales

07:23 The 30-second cold call that changed everything

10:13 How new SDRs learn the buyer's world fast

13:56 AI is a mirror: zero times a thousand is still zero

16:19 The 3 traits of great sellers: magnetic, intuitive, consistent

18:48 Why trust is the most valuable currency in sales

20:28 Sell like a doctor: what being intuitive really means

21:48 Do meetings-booked targets kill good discovery?

26:26 The SDR-to-AE metric most sales leaders ignore

28:50 3 ways to feed sales insights back to marketing

32:17 Getting buyer feedback to product and customer success

36:08 Gen Z, loneliness and the drop in critical thinking

39:48 Dead internet theory and what it means for sellers

43:22 Why elevating trust is the only daily goal that matters

45:50 Digital, then in person, then text: the new outbound path

46:53 Will buyers start choosing local vendors?

48:02 The rise of the field SDR

49:51 Street reach and deal boxes: old-school tactics coming back

53:27 Do we still need the SDR and AE split?

55:19 What cutting a whole SDR team really costs

57:31 Morgan's final advice: have fun selling

The New Way to Do Outbound in 2026 - The B2B Playbook

In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.

We cover:

How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.

If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.

Tune in and learn:

Two quick diagnostics to spot a frequency problem, why 7 day audiences beat 30 day ones, a hack for the engagement objective, and how to make sure you're actually reaching the decision makers.

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

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

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

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Timestamps:

0:00 Intro

1:23 The Five B's framework refresher

2:56 Why LinkedIn frequency caps matter right now

8:51 How many impressions does it take to be remembered?

10:23 The ideal frequency range

11:37 LinkedIn's native frequency caps and their limits

13:38 Diagnostic: do you have a frequency problem?

15:46 How to build a company level frequency cap

18:36 Why 7 day audiences beat 30 day audiences

21:10 Adapting your thresholds to your ICP

23:18 A frequency hack for the engagement objective

25:04 When to hand engaged accounts to sales

26:22 Diagnostic: check impressions by job title

27:37 Tools like Fibbler and Factors AI

29:30 Outro

How to Stop Big Companies Eating Your LinkedIn Ads Budget - The B2B Playbook

In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.

We cover:

Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.

If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you.

Tune in and learn:

How to swap status updates for insights that actually change your go to market motion, why closed lost deals deserve as much attention as wins, and how a blended scorecard gets every team working toward the same pipeline.

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

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

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

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Timestamps:

0:00 Intro

2:44 The Five B's framework refresher

3:46 Turning your sync meeting into a feedback loop

4:46 Why sales and marketing alignment matters more now

9:12 Why sync meetings turn into to do lists

10:39 Swap updates for dashboards and closed loops

14:42 Does marketing need to prove its value to sales?

18:02 Closing the loop with customer success and closed lost deals

19:31 What info should flow between sales, marketing and CS

22:46 Getting aligned on ICP and key accounts

24:21 Using AI note takers without losing the human touch

25:29 Tip: ask AI for direct quotes with timestamps

26:27 Tip: use templates and cap your action points

27:27 How measurement and incentives break alignment

32:49 Do SLAs between teams actually help?

33:27 One dashboard with clear owners

35:19 Outro

Why Your Sales and Marketing Alignment Meeting Isn't Working - The B2B Playbook

In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.

We cover:

→ Why lead scoring answers a much narrower question than most teams think

→ How individual contact scores miss the whole buying committee

→ Why engagement looks like intent when the real blocker is timing

→ What cataloging the market is and how to run it

→ How to use a simple score as an overlay, not the operating model

If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.

Tune in and learn:

→ The data you actually need before a scoring model means anything

→ The questions that surface vendor, contract renewal and circle back permission

→ How to build one shared account map for marketing and sales

→ Where SDRs fit into the cataloging motion

→ How to feed sales and CS feedback back into your scoring over time

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

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

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

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Timestamps:

0:00 Intro and why lead scoring breaks

0:46 Today's topic: does lead scoring actually work

1:15 George heads to Greece for a family wedding

2:06 Live translation in an incubator consultation

3:17 The 5 P's framework explained

4:29 What we're covering this episode

4:54 B2B buying is account based and committee led

6:15 Lead scoring answers a very narrow question

8:28 Why lead scoring breaks and splits sales and marketing

9:49 Do you even have enough data to score leads

11:15 The B2B Incubator

12:06 What you should actually do with lead scoring data

13:12 What cataloging the market means

14:29 Building the account view: intent, timing, blockers

16:06 Use scoring as an overlay, not the operating model

18:06 Review false positives and missed opportunities

18:47 Our demand generation agency

19:26 Working backwards from closed won deals

20:32 One to one conversations and the SDR role

21:55 Key takeaways

In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.

We cover:

Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.

If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you.

Tune in and learn:

How David went from complete travel-industry noobs to winning major enterprise deals, why he builds minimal lovable products and iterates fast, and how he uses analytics and third-party interviews to uncover what customers really think.

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

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

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

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Timestamps:

0:00 Building for a real problem, not chasing one

7:17 Landing enterprise whales as an unknown startup

14:37 Scrappy growth: content, PR, podcasts and referrals

20:15 Making marketing serve sales and stickiness

26:07 Staying close to the customer to build a better product

32:15 Hiring, phone calls and AI in modern selling

41:29 Niching down vs. creating a new category

50:30 What Ricochet does and why it exists

58:12 Wrap-up and the Grow Forum community

In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.

We cover:

His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.

If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you.

Tune in and learn:

How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.

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

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

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

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Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin

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CHAPTERS:

00:00 Intro

00:42 Welcome and guest introduction

02:29 From FedEx to fashion: Jared's early career

03:56 Building the fashion magazine on zero budget

09:49 Losing his job in Covid and starting on LinkedIn

11:05 The DM group that became revgenius

13:22 Direct market feedback and building relationships

15:32 Relationship selling lessons from FedEx

19:14 Long-term horizons vs short-term sales metrics

22:01 How the market misread Predictable Revenue

24:43 Ad break: B2B demand generation agency

25:20 New reps, SDR roles, and lost resilience

29:36 First principles and closed circuit selling

31:16 Bringing fundamentals back to revgenius

34:33 The goal: community media over another Pavilion

38:19 Ad break: B2B incubator course

39:31 Why Jared became a marketer

43:56 One-to-one marketing and the dream list play

46:13 Live market reports and the new media project

49:49 Closing thoughts on people-driven business

51:12 Wrap-up and outro

In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.

We cover:

→ Why growth does not have to mean headcount growth, especially with AI in the mix

→ How documented workflows and standard operating procedures save you time and remove guesswork

→ Why consistency in voice, tone, and quality is what builds trust in the market

→ Building lightweight playbooks anyone can follow for content, distribution, and repurposing

→ Operationalizing systems across sales, customer success, and product, not just marketing

→ Mapping content to the five stages of awareness on a regular cadence

→ When to double down versus pivot using your leading and lagging indicators

If you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.

Tune in and learn:

→ How to turn your team's wins and workflows into repeatable assets

→ Why simple systems can live in a spreadsheet before you ever need expensive tools

→ How to build feedback loops between marketing, sales, and customer success

→ Why you should use quarterly reviews to check alignment and adapt

→ How to go from random acts of marketing to compounding growth driven by relentless execution

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

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

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

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Timestamps:

0:00 Intro and the Be The Best framework

1:00 Scaling without a bigger team

1:55 Documenting workflows and playbooks

4:10 Building consistency to earn trust

6:15 Operationalizing across go-to-market teams

7:45 Lightweight content playbooks

9:45 Mapping content to the five stages of awareness

11:45 Simple systems and not letting tools drive them

13:00 When to double down vs pivot

13:55 Using quarterly reviews to stay aligned

15:55 Key takeaways and recap

S08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.

We cover:

→ Why the MQL is outdated and how chasing it misaligns sales and marketing

→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity

→ The leading metrics that signal you are moving in the right direction

→ Why attribution is helpful but should never be treated as gospel

→ The "how did you hear about us" trick for uncovering dark social and hidden content impact

→ How to build marketing's credibility internally by tying activity to business goals

→ What good reporting for leadership actually looks like

If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.

Tune in and learn:

→ Why quality engagement beats arbitrary lead scores and lead volume

→ How to align leading and lagging metrics to your funnel and stage of growth

→ Why you should be data informed, not just data driven

→ How to get leadership to change their beliefs using real customer stories

→ How to become a strategic advisor internally, not just the person dumping data into a report

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🔗 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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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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Timestamps:

0:00 Intro and the Be Better framework

0:50 What Be Better focuses on

1:35 The death of the MQL

3:40 Leading vs lagging metrics

6:20 Qualitative signals from your sales team

7:00 Avoiding the attribution trap

9:00 Be data informed, not data driven

10:30 Building marketing credibility internally

12:45 Getting leadership buy-in

14:20 What good reporting for leadership looks like

15:55 Key takeaways and recap

S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved

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

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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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🎓 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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SUBSCRIBE to our channel: / @theb2bplaybook

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

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

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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

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

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

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

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

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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

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

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

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

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

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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

🧠 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 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

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🔗 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

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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 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

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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 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