The B2B Playbook

The Simple 3-Step B2B Demand Generation Strategy for 2026 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat. In this episode, we walk through a B2B demand generation strategy for 2026 that small teams can actually run – and that’s proven to drive up to 70% of pipeli...

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November. https://theb2bplaybook.com/demand-generation-course-december Inside the program, you’ll get: On-demand materials you can work through in your own time 3x live Q&A sessions with George to get your questions answered and stay accountable A proven framework trusted by marketers...

B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets. But none of that matters if buyers don’t remember you when a real buying moment hits. In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing str...

The 2026 B2B Content Strategy Most Marketers Miss Most teams ship more content than ever… but almost none of it helps buyers do their job this week. In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable, and make their product the natural next step. Tune in and learn: + Why “helpful content” means solving...

What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling) Outbound sales is at a crossroads. Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever. So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question: What’s next for outbound sales? Alongside Aaro...

Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was. In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings. You’ll learn: + Why Predictable Revenue got misused as a meeting-engine, not a validation syst...

Outbound sales has changed — and so has Predictable Revenue. In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond. We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You’l...

Too many marketers treat intent data like X-ray vision – but it can’t actually tell you who’s ready to buy. In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing. You’ll learn: + Why intent scores create false positives (and how to spot them) + How sales cataloguing captures true buyer signals +...

Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head. Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.” They explain how the Closed Circuit Selling framework replaces outdated outbou...

We’re showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption. In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid throttling reach, and where to find those “free” landing-page clicks inside Ads Manager. Perfect for sma...

Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort Too many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and actually help buyers make better decisions (without annoying them). We (George Coudounaris & Kevin Ch...

Outbound is breaking — and most teams don’t even realise it yet. In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing. We break down how the SDR→AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best se...

How do you go from a scrappy B2B SaaS with early traction… to a repeatable, scalable growth machine? In this episode, we sit down with EVP’s Allen Zhu — founder-turned-PM-turned-investor — to unpack the go-to-market playbook for scaling from 1 to 10. We dive into how top SaaS companies segment their market, fund sales and marketing early, and build moats that compound. Allen shares real examples f...

How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies. We explore a complete paradigm shift in webinar strategy, moving a...

If your outbound is optimised for meetings, not conversations, you’re burning cash and trust. We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up. Joey sh...

How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook. We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics. This is our B2B demand generation system...

B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do It If your marketing budget keeps getting cut or ignored, it’s not you—it’s the model. In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a...

Community-Led Growth: How To Turn Customers Into Your Growth Engine We break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution. Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness cir...

Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales. Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound. We unpack how to work backwards from revenue goals, align Sales, Mark...

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August . https://theb2bplaybook.com/demand-generation-course Inside the program, you’ll get: On-demand materials you can work through in your own time 6x live Q&A sessions with George to get your questions answered and stay accountable A proven framework trusted by marketers in both Sa...

Demand Generation Course Review: What I Learned Inside The B2B Incubator Thinking about joining a demand generation course—but not sure if it’s worth your time? We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth. Allister shares: + Why he picked this program over other cours...

If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast. We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires...

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way? We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to...

Transform Your Marketing with our Demand Generation Course, The B2B Incubator We dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue. In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni. Tune in and learn: + Why the 5 Bs Framework is a game-changer for B2B markete...

Why Most B2B Positioning Fails (And How to Fix Yours) Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM. In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clea...