The B2B Playbook

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...

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 +...