The B2B Playbook

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 po...

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 →...

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 par...

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...

In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy. We cover: → What category entry points actually are and why they matter for B2B demand gen → Why LinkedIn ads is such a strong fit for targeting these key buyer moments → Real examples of category entry points you can build campaigns around → If...

In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now. We cover: → Why YouTube beats LinkedIn for cutting through the noise in B2B → How to rank your videos and attract your exact ICP without needing thousands of views → The YouTube-first content strategy that actually drives inbound leads an...

In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it. We cover: → Why strategy is rarely the problem but execution almost always is → What revenue enablement actually means and why most orgs get it wrong → The real reason AI pilots fail 95% of the time → Why human skills l...

In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up. We cover: → Why leading indicators matter more than lagging ones early on → What early brand signals actually look like in practice → Why qualitative data and self-reported attribution is so powerful → A simple list...

Most B2B marketers think demand generation and lead generation are the same thing. They’re not. And confusing the two is exactly why your pipeline isn’t growing. In this episode, we break down the real difference between demand generation vs lead generation — and why most teams are stuck running a system that creates activity, not revenue. We walk through the 5 BE’s Framework and show how to shift...

In this video, I break down AI visibility and GEO vs traditional SEO, and whether any of it actually changes how B2B teams should go to market. We cover: → What AEO and GEO actually mean and how they differ from traditional SEO → Why the Five B's framework still holds up in the age of AI → Why "be helpful" content is now more important than ever → 3 practical things to do instead of chasing AI vis...

Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It Wrong Most B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy. In this episode, we join Kieran Longhurst to break down the Closed Circuit Selling Strategy —why traditional sales models are failing, and how to fix them. We unpack how sales should really work, why bookin...

Is Account-Based Marketing Worth It? (Most Teams Get This Wrong) Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it? In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start. We go beyond theory and show you the practical decis...

Most B2B marketers run LinkedIn ads… but never turn them into real pipeline. In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a month in just 22 months. 💼 Need help running your own LinkedIn Ads? https://theb2bplaybook.com/linkedin-ads-agency I cover ICP targeting, Thought Leadership Ads, scaling beyond the founder's personal br...

In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026. We cover: → The background behind OpenAI's push into advertising and why they're starting with B2C → Why ChatGPT ads are unlikely to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-foc...

If you're competing against companies with massive marketing budgets, paid ads alone won’t win. In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels. In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads...

If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you. We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business. This isn’t theory. It’s a practical framework for small teams trying to prove brand works. We unpack: - Why bra...

In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground. We cover: Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B part...

Revenue leaders don’t trust their pipeline anymore. In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now. We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour. This is a deep dive into r...

Most B2B content looks polished. But almost none of it gets remembered. In this episode, we break down why humour isn’t a creative risk in B2B. It’s a strategic advantage. We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue. Luke shares how a single funny B2B video generated over $300K in sales...

Most small B2B teams know product marketing matters. Very few know how to make it work without specialists or big budgets. In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams. We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and wh...

Most B2B teams rely on founder energy – until it stops working. In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect. Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 cust...

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers. This episode shows why brand is the bridge sales actually needs. In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island. Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional m...

Most B2B content fails because it isn’t built on a strategy. In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten. We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue. We al...

Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outb...

Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals. But those are signals of a deeper problem: the revenue system itself is broken. In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted...