The B2B Playbook

Why MQLs Are Broken (And What to Measure Instead) B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy. In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO S...

Most marketers still obsess over Google blue links. We’re here to show why that’s yesterday’s game. We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google’s AI Overview. You’ll hear the exact tactics s...

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast. Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and m...

Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue. In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions. We’ll show you how to build a strong point of view, map it to your buyer’s journey, and use thought l...

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on. But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken. Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today. Toget...

Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills. This episode, we break down how to get out of that cycle – without dropping results. We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time...

Why Most B2B Sales Teams Are Failing (And How to Fix It) Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks. But that’s not how today’s buyer wants to buy. In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales –...

How Far Should You Niche Down? (And How to Know You’ve Got It Right) Most marketers are targeting too broadly—and it’s killing their go-to-market. In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution. We’ll show you how to use your existing data and customer base to define a market you can actu...

How to Use AI to Cut Customer Research Time in Half Most B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming. This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on. We've experimented extensively and will share the ex...

Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to? This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers. We also share the powerful go-to-market process of Cataloguing the Market—a s...

Why Your B2B GTM Strategy Needs the 5 BEs Framework Now Most B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer. That’s why we created the 5 BEs Framework. This week, we show you how to move beyond demand generation and build a complete go-to-market strategy—tailor-made for small B2B tea...

Why is go-to-market still broken in B2B? Because nobody owns the commercial outcome. In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change. This isn’t another “alignment” chat. It’s a practical bluep...

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...

Sales Methodologies Are Killing Your Revenue Team Most sales teams swear by Gap, Challenger, or Spin. But these sales methodologies were never designed to align your go-to-market team. In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are failing modern revenue teams. We explore the commerc...

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...

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 thei...

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 authentical...

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,...

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...

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...

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...

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...

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 g...

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...

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results. If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relatio...