The B2B Playbook

Being Helpful… Sometimes it’s easier said than done! But despite the occasional $400 bill, we still stick to going long on being kind! This week, we take that same approach to product ads. Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach. And that’s what we’re talking about this week. We walk t...

Love is in the air in B2B land. Or at least in George-land, but we certainly love our little community of B2B marketers! This week we’re deep diving into a key concept that often gets overlooked by the best of us: Capturing vs Creating Demand. However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important! We talk about th...

What channels work for B2B marketing? Well, it depends… As we’ve spoken about in the last few weeks, there’s a number of factors into deciding which are the right channels for your particular use case to amplify your helpful content. But that doesn’t mean there are some common threads. So this episode we’ll take you through some of those common channels that often work and should be considered whe...

We’ve been referencing it for the last few episodes… But the cat's out of the bag now! The B2B Incubator Program is about to go on its maiden run! The program is starting shortly with a group of 10 amazing B2B marketers. We’ve set up a program with all the tools and templates to help B2B marketers and teams implement the 5 Be’s Framework in their businesses! Taking the work that we do 1 on 1 with...

You wouldn’t believe how crazy Kevin can be sometimes… Clearing out photos and digital accounts on a regular basis is, according to George, the red flags to watch for! Be that as it may, it doesn’t always hurt to review things. Particularly when it’s a helpful framework! This week we’re discussing the framework for understanding ad channels, which we spoke about all the way back in season 1! It’s...

It’s so important to practice what you preach. And that’s what we’re doing here at The B2B Playbook Podcast. We’re talking with our dream customers, you the listeners, each week. We take your awesome and helpful feedback that you generously share with us. And we do everything we can to improve our content to address those points raised! It’s that simple, and the same principle applies when it come...

Have you ever had a hard time coordinating office access since returning from working from home? Shouldn’t this sort of thing be a thing of the past in the age of apps and subscriptions for everything? I mean, what can’t you do with a tap of your phone these days? Apparently getting into an office is one of them… George has some theories about why there’s some weird gaps in technological advanceme...

As you know listeners… George loves to give Kev a good ribbing now and then. This week though, the attention on George right off the bat. After a rather weak effort to start the show! While first impressions like this can be pretty important, it’s equally important to have a great ongoing impression, particularly when it comes to ABM! So this week, we’re talking you through what you need to do to...

Ever wondered what old shows no longer running have to do with ABM? Not much as it turns out! While this show doesn’t have much of a segue, it doesn’t mean the content is not valuable! We’re discussing how you can go about activating those ABM accounts you’ve warmed up and personalised messages and experiences for with all your hard work! And a particular favourite method of ours right now! Tune i...

All this talk about ABM approach, but what if you feel like striking up that conversation with your customer hit list with a cold call is too cold? Or what if you don’t know enough about them to start the ABM approach? Well that’s why we’re talking about a couple of “warm-up” plays this weak that sits perfectly within the ABM approach to get you to the spot where you’re ready to go full ABM! Check...

You know listeners, as part time podcasters and full time B2B marketers, we really don’t get outdoors much. We certainly enjoy our days in the sun, like last week when we met up to be part of Metigy’s podcast guest series. But more importantly, when you’re getting out there in front of those lovely potential customers on your ABM hit list, you need to be careful about your positioning and messagin...

We start this week’s episode with a kind word from a listener! We don’t do it as an ego stroke, we just want to sincerely thank all our wonderful listeners, particularly those like this one, who have written into us with feedback. Whether it’s positive or constructive, it’s all a big help for us. And we’re always so grateful for it. It’s why we keep doing what we do with the podcast! So despite Ke...

Wondering what ABM is? …or maybe who it’s for, and how to get started? What can it even do for you and your B2B business? We give you all the answers and more in this episode, as we discuss the first part of our Be Seen section of our framework. Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest ne...

Kev’s back from a rather quick trip and it’s a new season! We’re onto how you can amplify and accelerate the rate of growth of your B2B marketing and its impact. It’s a quick and informative overview episode of what’s coming in season 3, as we ease into the discussion about “Be Seen”. So make sure to tune in and get the latest on what’s coming up in a much anticipated season 3! You can find more h...

This week’s interview is with Ryan Gibson, an outstanding customer interviews expert. When George said to me we had to have him on the podcast, I knew from his tone this would be a good one. And he didn’t disappoint. Nor did Ryan. Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews. There’s some great tips on how to make sure your...

On this week’s episode, we’re doing our last analysis episode of helpful content. We started the mini-series in our podcast to put our concepts and frameworks to practice. And this week is no different. We’re looking at what Kerika’s helpful content is doing well and what they could improve to increase the impact of their LinkedIn Ad and make it hit home harder! This one’s an interesting one as we...

This week’s analysis of helpful content has us chuckling to ourselves. When we gave the example of a cyber security business in our discussions on helpful content, we didn’t expect to find such a business putting out helpful content for us to analyse! Or at least not targeting us! But that’s exactly what we did find. So this week, we’re talking about OwnBackup’s helpful content on LinkedIn. We dis...

This week we’re continuing to analyse helpful content examples! We’re dissecting the helpful content of Chili Piper this week, so you can see and understand why it’s a good piece of content that sits well in our “Be Helpful” stage of the 5 Be’s framework. Our aim is to help you understand what’s good, what needs tweaking and how to recognise good content for yourself. Chili Piper’s helpful content...

As we get to the end of “Be Helpful”, we’re conscious that with so much talk about frameworks and concepts, it can be hard to see the forest from the trees. And also to recognise good, helpful content when you see it! So for the next few episodes, we’re looking at and dissecting some examples of helpful content we see out there. We help you understand what’s good, what needs tweaking and how to re...

Well it’s another special and exciting interview on the B2B Playbook. This week we’re lucky enough to get the answers from an expert at her craft, Meryoli Arias! She and the Chili Piper team are so good at it, it feels like each time we engage with them online, we’re talking to people, not a business. Meryoli generously shares with us some great insights on how to build a feedback loop with an aud...

We got some swag! It’s been such a nice interaction with the Chili Piper team. Not in the least because they’ve very kindly sent us some of their awesome swag! On the flip side we’ve got some constructive feedback on the podcast, which we’ve loved getting to help make the podcast better! But it was helpful! And that’s what this season on the podcast has all been about! And that’s what we’re talkin...

Another special episode this week. And a timely one while we’re talking about being helpful! 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 career and the growth of his empl...

It’s finally happened…one of us caught COVID! Thankfully the recovery was relatively swift. But it’s certainly no fun. So keep safe out there listeners! During this down time, we’ve made an interesting discovery of material that helps us with marketing… Picture books! Helpful content comes in all different forms. Find out this week how you can get your experts onboard to help you create more of th...

You can hear the hesitation in George’s voice as he talks about his weekend plans… Thankfully there’s a lot less hesitation needed when you come to getting your helpful content going. 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 a...

This week we started well. A surprise to both of us, George actually had a well executed segway into the topic of the episode. Unsurprisingly he immediately derailed us into a discussion about his singing. At least he realised about 5 minutes in and brought it back on topic! This week we’re talking about what metrics to look at and report on to know your helpful content strategy is working. It’s p...