The B2B Playbook
The B2B Playbook is a podcast for business-to-business owners and marketers who want their marketing to actually generate growth. Hosts Kevin Chen and George Coudounaris, digital marketing professionals, share the plans, tips, tricks and templates they've tested so listeners can avoid common mistakes. Episodes also feature insights and lessons from successful people in the industry. The show points listeners to a LinkedIn community of B2B owners and marketers, along with weekly articles on theb2bplaybook.com.
Episodes
#249: How to Build a Feedback Loop Between B2B Sales, Marketing, and CS
In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.We cover:Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.If you are a B2B marketer
#248: Stop Using B2B Lead Scoring. Do THIS Instead.
In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.We cover:→ Why lead scoring answers a much narrower question than most teams think→ How individual contact scores miss the whole buying committee→ Why engagement looks like intent when the real blocker
#247: How This Unknown Startup Landed Enterprise Whales (B2B Marketing & Sales Secrets)
In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.We cover:Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking y
#246: How to Build a B2B Community of 100k Members From Scratch
In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.We cover:His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.If you are
#245: How to Scale Your B2B Marketing without a Huge Team (Be The Best - Stage 5 of the 5 BEs Framework)
In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.We cover:→ Why growth does not have to mean headcount growth, especially with AI in the mix→ How documented workflows and standard operating procedures save you time and remove guesswork
#244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)
In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.We cover:→ Why the MQL is outdated and how chasing it misaligns sales and marketing→ The lagging metrics that show real outcomes: pipel
#243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026)
In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/deman
#242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework)
In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution.We cover:→ Why even the best content flops without a smart distribution plan→ The "post and pray" mistake B2B teams make and how to think like a media company instead→ Getting seen in a
#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)
In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.We cover:→ Why helpful content beats hype content every time and how it builds real trust with your dream customers→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo→ How to extract content
#240: How to Define & Nail Your Ideal Customers in B2B (Be Ready - Stage 1 of the 5 BEs Framework)
In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works.We cover:→ Why deeply understanding your market is non-negotiable before any messaging or content goes out→ The 80/20 analysis for identifying the top 20% of customers driving 80% of your results→ How to run five
#239: B2B Go To Market Strategy: Why Your Lead Gen Is Broken (and how to use the 5 BEs Framework)
B2B Go To Market Strategy: Why Your Lead Gen Is BrokenYour lead gen program is filling a CRM and burning your market at the same time.In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of build
#238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad)
In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success working as one unit.We cover:→ Why the hardest part of rev ops today is separating what's real from the AI hy
#237: How to Master B2B Marketing & Demand Generation in 2026 and 2027
In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.We cover:→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy→ Be Ready: deeply understandin
#236: SEO & AEO Strategy to Drive Pipeline in 90 Days - Sam Dunning
In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing.We cover: → Why doing SEO and AI search alone makes life way harder, especially for higher ticket B2B→ How buyers now search inside LLMs with their exact persona, problem, company size and budget→ Why posit
#235: Why Your B2B marketing Measurement Is Broken and can A.I. help?
In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine.We cover:→ Why another dashboard, AI-powered or not, was never the silver bullet for growing your business→ The data problem in B2B marketing and why so many metrics are just vanity metrics→ Our
#234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams
In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.We cover:→ Why partnerships needs to be a top down strategic decision, not a side experiment→ The foundations most companies are missing before they even hire a partnerships manager→ How to pick the right partner
#233: Attribution in B2B - Why It's Broken (And How To Fix It)
In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.We cover:→ Why multi-touch attribution keeps lying to you and what it's actually measuring→ Why ad platforms are deliberately making attribution harder for us as marketers→ How to blend quantitative and qualitative data to get a rea
#232: The Secret to Crushing Demand Gen in 2026 and Beyond
In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy.We cover:→ What category entry points actually are and why they matter for B2B demand gen→ Why LinkedIn ads is such a strong fit for targeting these key buyer moments→ Real examples of category entry points you can build campaigns around→ If you
#231: YouTube Masterclass for B2B Businesses (2026)
In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now.We cover:→ Why YouTube beats LinkedIn for cutting through the noise in B2B→ How to rank your videos and attract your exact ICP without needing thousands of views→ The YouTube-first content strategy that actually drives inbound leads and pi
#230: Revenue Enablement Masterclass Based on 20 Years in Tech
In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.We cover:→ Why strategy is rarely the problem but execution almost always is→ What revenue enablement actually means and why most orgs get it wrong→ The real reason AI pilots fail 95% of the time→ Why human skills like t
#229: B2B Marketing: How to Measure Brand the RIGHT Way
In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up.We cover:→ Why leading indicators matter more than lagging ones early on→ What early brand signals actually look like in practice→ Why qualitative data and self-reported attribution is so powerful→ A simple list of br
#228: Demand Generation vs Lead Generation (Why Most Teams Get It Wrong) Plus 2026 demand gen strategy
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 fro
#227: AEO vs SEO: How AI Search is Changing B2B Marketing
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 visibili
#226: Why Most B2B Sales & Marketing Methodologies Fail (And What Architecture-First Selling Looks Like Instead)
Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It WrongMost 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 booking m
#225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?
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 decision
#224: Adding $2mill revenue with LinkedIn Ads (step-by-step how-to)
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 brand
#223: ChatGPT Ads for B2B Marketing - Will They Work For Your Business?
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-focuse
#222: How This Startup Beat Big Brands - B2B2C Marketing Strategy - Alex Bedwani from PetsOnMe
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,
#221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana
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 brand k
#220: Why B2B Partnerships Might Be Your Biggest Growth Opportunity Right Now
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 partne
#219: Salesforce legend Phil Cleary on Why Sales Forecasts Are Breaking in 2026, and why Revenue Enablement Fails Without Commercial Architecture
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 reve
#218: Why Being Funny in B2B Marketing is a Serious Brand Strategy (and How To Do It!) - Deadpan's Luke Winter
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, wh
#217: Product Marketing Framework for Small B2B Teams (What Actually Works)
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 why p
#216: Founder-Led Marketing Strategy: How to Scale Trust Without Becoming the Bottleneck (Adam Holmgren, Fibbler)
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 custom
#215: B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’t (Ari Yablok)
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 mark
#214: B2B Content Strategy Framework: Why Most Content Fails (and what to do instead)
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 also
#213: Why the Funnel is Breaking Your Go-To-Market - and why Closed Loops are the Answer (Closed Circuit Selling)
Closed Circuit Selling: Why the Funnel Is Breaking Your GTMMost 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 outbou
#212: Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes
Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J HughesMost 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 apa
#211: Our Simple 3 Step Demand Generation Plan for 2026
The Simple 3-Step B2B Demand Generation Strategy for 2026🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-courseMost 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 pipeline.W
Last Chance: Register for Our Demand Gen Course by Friday 28 November - theb2bplaybook.com/demand-generation-course-december
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-decemberInside the program, you’ll get:On-demand materials you can work through in your own time3x live Q&A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in b
#210: B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It (VP of Global Brand at Asana - Matt Maynard)
B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure ItMost 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 strate
#209: The 2026 B2B Content Strategy Most Marketers Miss (Midweek Musings)
The 2026 B2B Content Strategy Most Marketers MissMost 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 one
#208: What's Next For Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling)
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 Aaron, Ad
#207: What Most Teams Got Wrong About Predictable Revenue (and the Fix for 2026) (Midweek Musings)
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 system
#206: Outbound Sales Strategy 2026: The Evolution of Predictable Revenue and What Works Now (Predictable Revenue CEO - Collin Stewart)
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’ll
#205: It’s Not Marketing’s Job to Guess Who’s In-Market! (Midweek Musings)
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+ The
#204: Catalogue the Market: A New Sales Paradigm (Predictable Revenue Podcast - George Coudounaris & Adem Manderovic)
Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head.Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.”They explain how the Closed Circuit Selling framework replaces outdated outbound
#203: How to Get Free Clicks on LinkedIn Ads (Midweek Musings)
We’re showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption.In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid throttling reach, and where to find those “free” landing-page clicks inside Ads Manager. Perfect for smal
#202: Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort
Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer EffortToo many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and actually help buyers make better decisions (without annoying them).We (George Coudounaris & Kevin Chen
#201: Outbound Is Breaking – Here’s the Network-Led Playbook for 2026 (Scott Leese)
Outbound is breaking — and most teams don’t even realise it yet.In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing.We break down how the SDR→AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best sell
#200: How B2B SaaS Companies Scale from 1 to 10 | (EVP’s Allen Zhu Playbook)
How do you go from a scrappy B2B SaaS with early traction… to a repeatable, scalable growth machine?In this episode, we sit down with EVP’s Allen Zhu — founder-turned-PM-turned-investor — to unpack the go-to-market playbook for scaling from 1 to 10. We dive into how top SaaS companies segment their market, fund sales and marketing early, and build moats that compound.Allen shares real examples fro
[repost]: Webinar Guru Shows Us How To Drive More Sales Opportunities - Justin Zimmerman
How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.We explore a complete paradigm shift in webinar strategy, moving aw
#199: B2B Outbound Strategy: Conversations Over Meetings with Joey Gilkey
If your outbound is optimised for meetings, not conversations, you’re burning cash and trust.We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up.Joey show
[repost]: How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads
How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant 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—po
#198: B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do It
B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do ItIf your marketing budget keeps getting cut or ignored, it’s not you—it’s the model.In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a b
#197: Community-Led Growth: How To Turn Customers Into Your Growth Engine (Laís de Oliveira)
Community-Led Growth: How To Turn Customers Into Your Growth EngineWe break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circl
#196: Why Most B2B Revenue Engines Fail - And How Paul Perrett is Building One to Go From $2-10mil
Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.We unpack how to work backwards from revenue goals, align Sales, Market
Last Chance: Register for Our Demand Gen Course by Friday 29 August - theb2bplaybook.com/demand-generation-course
This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August. https://theb2bplaybook.com/demand-generation-courseInside the program, you’ll get:On-demand materials you can work through in your own time6x live Q&A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS an
#195: Head of Marketing 3X’d Meetings & Boosted Pipeline by 75% (Demand Gen Course Alumni Story)
Demand Generation Course Review: What I Learned Inside The B2B IncubatorThinking about joining a demand generation course—but not sure if it’s worth your time?We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth.Allister shares:+ Why he picked this program over other courses (
#194: Why Your GTM is Misfiring, and how to fix it from the Frontlines (The Circuit - Ep 1)
If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast.We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires s
[repost]: Foundations to Set Up Your Revenue Engine | CRO School - pt.2
If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to '
#193: Should You Take Our Demand Generation Course? Who it's for, outcomes and more
Transform Your Marketing with our Demand Generation Course, The B2B IncubatorWe dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.Tune in and learn:+ Why the 5 Bs Framework is a game-changer for B2B marketers.+
#192: Why Most B2B Positioning Fails (And How to Fix Yours) - Anthony Pierri
Why Most B2B Positioning Fails (And How to Fix Yours)Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear
#191: Why MQLs Are Broken (And What to Measure Instead) - Fixing GTM with Steve Patti
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 Sch
#190: How to Rank in ChatGPT First: The 90-Day LLM SEO Playbook (SEO expert Sam Dunning)
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 sma
#189: Fix Broken Outbound Sales – SDR & BDR Playbook w/ Leslie Venetz
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 ma
#188: How Thought Leadership Strategy ACTUALLY Builds Pipeline (Not Just Vanity Metrics)
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 lea
#187: Why Most SDR Teams Fail Before the First Call (and why it impacts b2b marketers)
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.Together
#186: Brand vs Demand: How to Balance Long and Short-Term Marketing
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.H
#185: Why Most B2B Sales Teams Are Failing (And How to Fix It) - Amarpreet Kalkat - Founder of Humantic AI
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 – and
#184: How Far Should You Niche Down? Finding Your Minimum Viable Market
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 actuall
#183: How to Use AI to Cut Customer Research Time in Half
How to Use AI to Cut Customer Research Time in HalfMost 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 exac
#182: The Anti-ICP: How to Identify Customers You Should NEVER Market To!
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 str
#181: Brand, Demand and the 5 BEs Framework - build a full funnel GTM Strategy
Why Your B2B GTM Strategy Needs the 5 BEs Framework NowMost 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 teams.
#180: Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTM
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 blueprint
#179: How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads
How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant 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—po
#178: Sales and Marketing Methodologies Alone Are Not Enough - You Need a Revenue Alignment System
Sales Methodologies Are Killing Your Revenue TeamMost 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 commercial
#177: Why Your Thought Leadership Isn’t Working (And How To Fix It) - roundtable with Justin Rowe, Rohit Srivastav
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 mis
#176: The Smarter Way Sales & Marketing Teams Can Win Together (A Modern Approach for 2025)
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 their
#175: How to Master 'Video First' Marketing for Massive B2B Growth
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 authentically
