The B2B Playbook

Demand Generation is the strategy that B2B organisations need to scale their businesses effectively. But when you ask marketers what demand generation means, you get so many different answers. In this interview, Founder of The B2B Playbook, George Coudounaris, gives away their simple 3 Step Strategy for Demand Generation. We also go into topics like: + how to create and capture demand + the strate...

This week we have a 7x ex-head of sales - turned marketing expert on The B2B Playbook - Adem Manderovic! He's combined his unique experience as both an 'old school' seller and a modern marketer to bring us an advanced, holistic Demand Generation framework that drives better commercial outcomes called Closed Circuit Selling. Tune in and learn: + why marketers need to 'Catalogue the Market' + how an...

It's the grand finale of Season 5 of The B2B Playbook, so we're giving you the TL;DL version! We show you what it means to 'Be The Best' when it comes to your demand generation marketing, exploring cutting-edge concepts like neuroscience in marketing and the burgeoning role of educational ecosystems. This also means that we're at the end of our 5 BEs Framework for demand generation. We've been sha...

Still struggling to keep up with content creation? Even with a system in place, new channels and their content requirements can quickly blow out your workload. We’re here to help, particularly you small business marketers! We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level! You can find more helpful content and resources at...

Dream 100. Remember that great concept we talked about all those episodes ago, way back in season 1?! Well now it’s time to leverage that concept when making the most of affiliates and partnerships! This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about getting these going. You can find more helpful content a...

Scale can be a problem in itself.. As your business grows, the mission gets fuzzy and the brand gets harder to explain. That can happen internally and externally. It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder! If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential custome...

How did we go from performance marketers that nobody knew, to some of the most recognizable and leading voices in the Demand Generation community? In this episode, we go deep into how we have applied our own 5 BEs Framework for Demand Generation to our own business, sharing the strategy and tools we used to help execute it. Not only do we share our wins, but our challenges, learnings, and the role...

Are you ready to transform your B2B demand gen marketing strategies? Dive into this episode of The B2B Playbook, where we unravel the most effective content framework for demand generation marketers. Understand the intricacies of influencing buying journeys and discover how to utilize these insights to make a significant impact in your B2B space. From exploring the five stages of awareness to impl...

Make an offer SO DAMN GOOD that your customer feels stupid saying ‘NO’ to it. That’s the challenge we laid down to our B2B marketers in this episode of The B2B Playbook. Now, most marketers when they think about an ‘irresistible offer’ turn their minds to pricing, free trials, or overpromising with huge commercial outcomes. But that’s not a sustainable approach. And here at The B2B Playbook, we’re...

Change is the only constant. That's more true than ever in demand generation marketing. Thankfully, there's an easy way to stay on top of these changes and thrive, not just survive! In this week's episode of The B2B Playbook, join George Coudounaris and Kevin Chen as they delve into the ever-shifting paid media landscape of digital marketing. Discover how understanding these changes is crucial for...

Is the line between B2B and B2C marketing blurring? In this episode, we dissect the convergence of B2B and B2C marketing strategies. We dive into the 5B's Framework and discuss how it's more relevant than ever in both contexts. Don't miss our key insights and actionable tips! ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUB...

Are you struggling to scale your B2B marketing efforts? Do you lead a small team and wonder how to make a big impact? In this episode of The B2B Playbook, we dive deep into the strategies, tools, and mindset you need to scale your B2B marketing function effectively. We cover everything from cross-functional collaboration to tech stack, data privacy and security practices and more! ----------------...

Welcome to another episode of The B2B Playbook Podcast! Today, we're diving deep into the challenges of scaling your B2B marketing team. We'll discuss how to identify and fix bottlenecks, why team dynamics matter, and the importance of having an All-Star Process. Tune in to discover actionable insights and strategies for scaling your B2B team effectively. ------------------------------------------...

Have you ever wondered how big brands subtly influence our purchasing decisions? Learn the neuromarketing secrets that allow them to manipulate our brains with subtle mind tricks. In this video, we break down techniques like anchoring, loss aversion and the Goldilocks effect that tap into the way our minds work on an evolutionary level. Discover how to ethically apply these same methods to capture...

Unlock the secrets of scarcity and unity to drive more revenue for your business. In this episode, we dive deep into the psychology behind these powerful principles and how you can leverage them in your marketing strategy. Don't miss out on these game-changing insights! ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE...

More B2B Marketing neuroscience insights this week! We hope you’re enjoying this mini-series! This week, we’re looking at Social Proofing. That age old feeling that something is good if others seem to think it’s good. As usual we dive into a quick definition before getting into some great examples of it at play, including our own experience in utilising it. It’s a great avenue for showcasing your...

We’re continuing to explore neuroscience insights for B2B marketing levers to pull. This week, we’re looking at ‘Liking’ & Authority as two more key principles to help guide us at the forefront of our respective industries. These are a few more tried and true principles that not only help us make sense of what’s happening in the marketing world around us, but also allow us to tap into these pr...

Neuroscience and B2B marketing. It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work. But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts. Chances are you’re already familiar with an...

Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies. As we get into further areas of study, one such area to look further into is education ecosystems. Why do companies invest so much time into building an education hub? What are...

This week on The B2B Playbook, we take you on a WILD journey where we turned a modest $500 investment into a thriving LinkedIn Ads campaign. We put our money where our mouth is and show you the demand generation strategy we used to create a campaign that generated a ROAS of 38:1 in pipeline. Join us as we unveil the strategies, collaborations, and insights that made the campaign so successful. Tun...

Thinking outside the box when it comes to following a B2B Marketing framework. It’s almost a paradox to go outside the framework, but that’s exactly what we’re asking you to do! Or more accurately, challenge yourself to look at the application of the framework differently each time you go through it. We talk about what this looks like, why it’s important to do so and how to practically take action...

Dive deep into the world of B2B marketing with our latest episode of The B2B Playbook! Discover the Five B's Framework, the power of regular review, and the importance of staying updated with your audience. Whether you're a seasoned marketer or just starting out, this episode offers valuable insights and strategies to elevate your B2B marketing game. Don't miss out on the secrets to mastering B2B...

We’re here at the final BE of the 5 Be’s Framework and the 5th season of the podcast! With just over 100 episodes under our belts, we still feel like we’re just getting started. And that’s the sort of optimism about B2B marketing that we hope to pass on in this season as well! Here we cover some overarching themes to guide you in going forward with our framework, as well as some further areas of s...

🎬 How do you prove that your B2B marketing campaigns are helping drive revenue for your business? As B2B marketers, it feels like we're constantly having to report prove our worth to both leadership and sales. Sure, the latest campaign led to traffic and leads... but nobody really cares about that. They want opportunities and REVENUE! So we show you how you can track the performance of your marke...

If you're a B2B marketer with limited resources, in a small team and you're struggling to drive pipeline and revenue for your business - keep reading! SEE THE PROGRAM: https://theb2bplaybook.com/the-b2b-in... In this episode, we share the details of our 12 week program - The B2B Incubator. It gives you: - The strategy - The templates - The tools AND live Q&As with B2B expert George Coudounaris...