The B2B Playbook

Things look rosy… Leads are up, steadily scaling. You’re well on the way to hitting your targets. Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business. This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves. So let’s talk about how we can avoid that and get ahead of the trend! This week, we...

Ever feel like there’s a new paid channel to test every week? Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel? As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ad...

A very common question we get: how do we show the value of marketing. It comes up all the time in house. For those of you who have dabbled with agency life, you’ll know this is one that’s not far from conversations with clients either. Well let’s talk about how to do it effectively for B2B businesses, so as not to hamper growth! Check out how the 3 tiered approach works and help you with exactly t...

Another email notification. Another newsletter that quickly goes in the bin folder. That’s what we all want to avoid when it comes to our own emails we send out! So we’re talking about how to level up your EDMs to avoid that scenario. And it’s pretty easy actually! A lot of the groundwork is already there. In this episode we go through some helpful tips and a quick framework to help reset the mind...

Walk the walk! We’re all about documenting our own journey in growing our B2B podcast and incubator, while we’re sharing the framework we’re using to do so. The aim is to help you do the same! This week, we’re covering how you can better leverage your data and tech stack to optimise your marketing practice. We cover some common definitions before jumping into some common use cases and a key guidin...

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...

It’s all about 1% better a day. Or is it? Although we see the value of that work, even in our personal lives, we think you should be making bigger swings in B2B marketing to get the growth and scale you want. Because chances are you don’t have the data in your growing B2B business to make the 1% worth the work. HOWEVER. If in applying the 80:20 principle, you determine it is worthwhile, then make...

All marketers should be thinking about their personal brands in 2023. So we're reposting another special episode this week. This week we had a special guest who personifies being helpful. Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis! And it’s doing wonders for his own ca...

Happy Holidays everyone! This week, we're bringing you one of our favourite episodes to comfort you in your food coma. In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through. This will help you ensure you’re being helpful along the way! So tune in to this week’s episode for some great ti...

We're taking a quick break for 'Be Better' to bring you George Coudounaris' interview from the Levels podcast. It's not just because he loves the sound of his own voice... ... it's because he talks in-depth about: Demand generation How small businesses can see if it's right for them How to get started How they can use our 5 BEs Framework to implement it in their business Podcast hosted by Picup Pr...

While George hit a big birthday and is sulking about the lack of attention such a big occasion garnered, Kevin didn’t even get an invite! Thankfully reporting in B2B marketing shouldn’t cause you anywhere near as much drama! This week, we’re continuing to deepdive into how to improve your reporting by looking at some common topics that come up when it comes to reporting on B2B marketing activities...

We’re getting into the details of Be Better this week. We’re starting with an important one to get right and continue to improve over time: Reporting. If you’re wondering how to improve your reporting, or maybe feel like your marketing function is a little siloed within the business, then this and the following episode will help you! We talk about how to approach optimising reporting and what to d...

Breaking news! Kev’s not going to be around next year! Well just not around physically in Australia for much of the year. As he makes a bit of a tour of Europe while working remotely. But don’t worry, the show will go on! Much like how this episode, we’re going onto Be Better! The fourth stage of the 5 Be’s framework. It’s going to be a guest filled and very exciting season as we dive into all thi...

We’ve been talking for 60 odd shows! All the way back in the first 2-3 episodes, we talked about why we started the podcast and how to get the most out of the format. So now that we’ve wrapped up the details of the first 3 Be’s that form the foundation of the framework, we thought it’d be a good time to revisit why the podcast exists and do a quick overview of the whole framework.  Links: The...

It’s been a long, but great season. We’ve reached the end. So here’s a wrap up episode to go through the highlights. If you didn’t get a chance to follow ups through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season! Links: Eps 40-44 (ABM Mini-Series) Ep 55 (Rand Fishkin) Ep 56 (Myles Madden) Ep 4...

The final analysis episode of the season! Does the framework always apply? What does it look like to make the correct adaptation to your brand? How deep do you need to go to really understand your dream customers? These additional questions to the framework are what we’re hoping to show practical examples for during these analysis episodes. We hope we can show, not tell! Tune into this week’s epis...

This week we’re talking with Andrei Zinkevich. He’s the co-founder of Fullfunnel.io. Fullfunnel helps B2B Tech and Service-based companies generate demand and land mid-market and enterprise sales-qualified opportunities with full-funnel account-based marketing. He takes us through some common B2B marketing mistakes that you will definitely be familiar with, and some awesome things you can do to sa...

It’s the second instalment of analysis episodes for the season! This week we’re stacking up Dreamdata’s helpful ads against the competition. Spoiler: they’re pretty pretty pretty good! We think they hit the nail on the head when it comes to doing helpful content and getting the majority of it in the feed or ungated. They also do a smashing job talking to their potential dream customers about the p...

Demand capture gets a bad rap. But we know how important it is. We’re just trying to change how it’s utilised for the better! This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine. In his role as Head of Product Innovation at Met...

Analysis Episodes! Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously! This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness. We hope that this series will continue to give practical and h...

Theory doesn’t beat practical experience. But better than either is both! This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side. We’ve learnt a lot from chatting with him...

Our guest this week almost needs no introduction! Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from! Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO compani...

Sometimes, it’s important to get back to your roots. That’s certainly a little journey we travelled on this episode on a personal level. But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently. We use first principles from our 5 Be’s framework to look at one such topic this week: S...

You could say we hustle pretty hard. But George is hustling so hard he’s got a job moonlighting as a chimney sweeper! Not really, but for a lot of our listeners they are so poor it certainly feels that way! If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation thi...

Kev’s got some spare time and is careful not to spend it doom scrolling on social media! Although not sure if his choice of activities to fill his time is much better! While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it! This week we’re talking about how you can use paid ads to be helpful and approach it very differently to dema...