The B2B Playbook

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, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.We also unpack:+ Why most B2B brands confuse looking professional with being effective+ The science behind entertaining ads and higher conversion rates+ How to turn real customer pain points into memorable content+ Five practical frameworks to generate funny B2B ideas+ How to build a sitcom-style content series for your brand+ How to get CEO buy-in without calling it “comedy”Tune in and learn:+ Why humour works better than features in B2B+ How to create distinctive brand memory in a world of AI slop+ How to apply comedy without damaging credibilityIf you’re a B2B marketer trying to stand out, build trust, and stop blending in, this episode is essential.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Humour Is a Smart B2B Brand Strategy01:10 Why B2B Comedy Is Untapped02:00 AI vs Memorability03:20 Why Corporate Videos Fail04:10 The Video That Changed Everything06:00 From 234 Views to $300K07:00 The Showmanship Era08:10 Why B2B Content Gets Ignored09:10 Showmanship vs Salesmanship10:00 Turning Pain into Comedy11:30 The Data Behind Funny Ads13:00 Why Humour Isn’t Risky15:00 The Customer Is the Hero16:40 Comedy Frameworks20:20 Comedic Displacement23:20 Opposites in Comedy26:00 Metaphors That Work28:00 Parody and Associations31:40 Testing with Memes34:30 Sitcom-Style B2B Content36:50 Getting CEO Buy-In-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E218 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #humourinmarketing #demandgeneration

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 pricing is just as much a product marketing problem as it is a commercial one.Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out.Tune in and learn:+ How product marketing really works in small B2B teams+ What product marketers should say no to (and when)+ Why pricing and positioning are inseparableIf you’re in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Product Marketing Breaks in Small Teams02:10 What Happens When No One Owns Product Marketing04:16 Product Marketing Explained05:23 The Medica Method07:46 Why Small Teams Can’t Pause Work09:11 Who Product Marketing Aligns With10:52 Executive Buy-In12:00 Net-New vs Expansion Growth14:15 Product Marketing Boundaries17:50 Fixing Sales Feedback Loops23:50 Why B2B Personas Fail29:50 Pricing as Product Marketing35:40 Showing Pricing on Your Website38:40 Taylor Swift Pricing Lessons42:30 Status Signalling in B2B46:00 Product Marketing as a Career-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E217 - The B2B Playbook#b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket

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 customers, and how he built a system that blends founder trust with brand memory.This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout.Tune in and learn:+ Why people buy from founders before they buy products+ How to scale founder content beyond personal reach+ Why Thought Leadership Ads work – and where they fall short+ How brand memory unlocks the next stage of growthIf you’re a B2B marketer or founder trying to turn visibility into pipeline, this episode shows how to bridge founder energy into a real brand engine.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why good content dies without distribution01:00 Why founders are the strongest distribution engine02:20 Meet Adam Holmgren and the Fibber story03:40 How B2B buyers actually make decisions05:00 Why SaaS competition forces founder-led marketing06:30 Posting before you even have a product07:50 How Adam launched with built-in trust09:00 The ceiling of founder-led growth10:30 Why founder reach eventually stalls11:45 The brand trust problem no one talks about13:00 Founder-led marketing is not enough14:10 Adam’s founder brand framework explained17:00 Using Thought Leader Ads to break out of your network18:40 Why Thought Leader Ads fail to build brand20:00 The Pink Lion and brand memory27:40 The four engines of growth-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E216 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #founderled #thoughtleadership #linkedinads #linkedin

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 marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or colours.It’s about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you’re selling to senior decision-makers and struggling to get attention, this episode shows why brand isn’t optional.It’s the door-opener. -----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Opens Doors Sales Can’t01:20 Why Enterprise Executives Ignore Marketing03:50 The Real Cost of Selling Software Internally06:10 Why Generic Messaging Fails08:20 The Hidden Risk Buyers See10:40 Why Features Don’t Convince13:10 Brand as Infrastructure15:30 Positioning Sweet Spot17:40 Why SaaS Positioning Sounds the Same19:50 Great vs Generic AI Examples21:50 Brand Personality as a Moat24:10 Archetypes That Differentiate26:10 Storytelling That Creates Order29:10 How Buyers Really Decide31:50 Island Brand Case Study36:40 Relevance That Resonates39:10 Thought Leadership That Pre-Sells40:40 Trust Signals That Shorten Sales Cycles43:00 Brand for Small Teams -----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E215 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #enterprisesales #demandgeneration

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 share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust.Tune in and learn:+ Why most B2B content strategies fail+ How to anchor content to a clear point of view+ How to make your product the logical conclusion of your cIf you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Most B2B Content Fails00:31 What This B2B Content Strategy Framework Solves01:10 The 5 Bs Framework Explained02:00 Content for Content’s Sake Is the Real Issue03:10 The Pressure That Breaks B2B Content04:30 Why “Add Value” Isn’t a Strategy05:40 Engagement Without Memory Is Wasted06:10 Lead Gen vs Demand Gen Content07:10 Should You Chase High-Volume Topics?08:05 The 95% of Buyers Most Content Ignores09:20 What a Real Content Strategy Should Do10:00 Making Your Product the Logical Conclusion11:00 Why Random AI Content Breaks Strategy12:20 When Content Doesn’t Have to Sell13:30 The 3-Question POV Framework15:00 Challenging Broken B2B Assumptions16:30 Why Timing Matters to Your ICP17:30 Mapping POV to the 5 Stages of Awareness18:40 The One Rule Every B2B Content Strategy Needs19:10 Turning Content Into a Growth Engine-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS07 E214 - The B2B Playbook#b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

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 outbound.We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together.Tune in and learn:+ Why buyer journeys are non-linear, and funnels create blind spots+ How to shift from meetings quotas to conversation-driven market validation+ Why intent data can’t replace first-party conversationsIf you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality01:00 Who’s Charles Needham (And Why He Thinks Like a Quant)04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database07:00 The Moment He Realised “Meetings Booked” Is a Trap09:10 Closed Loop Continuity vs Funnel Checklists11:40 What Silos Destroy: Feedback Loops That Never Make It Back14:10 CAC Payback Madness: When “Growth” Becomes Insanity17:10 The Conversations Model: Comp People for Learning, Not Meetings20:05 Predictable Revenue Misread: “Market Development” Got Lost21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist”28:10 The 2008 Analogy: Incentives Create Fragile Systems32:20 Intent Data Hot Take: “Or You Could Call Them”36:00 The Guitar Demo: What “Cataloguing” Really Means39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold41:45 Fixing the Root: Change Comp, or Nothing Changes48:10 Market Validation vs Cataloguing: The Language Problem56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon59:30 What Works Next: Follow the Underpriced Channel (Then Move)1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E213 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration...

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 apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today.We get into:Why predictable revenue models collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again.We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling.Tune in and learn:Why the old sales & marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AIIf you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube:

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.We break down our 3-step framework – Be Ready, Be Helpful, Be Seen – and show how it ties into the 95-5 rule, the 5 stages of awareness, and a simple cataloguing process that finally connects marketing and sales. If you’re a small in-house team under pressure to bring in revenue, this is for you.We also show you exactly how we run this B2B demand generation strategy ourselves at The B2B Playbook – from 80/20 analysis and ICP documentation, to a weekly content engine and a realistic distribution mix that fits into 4–5 hours per week.Tune in and learn:+ How to design a B2B demand generation strategy for 2026 using the 95-5 rule+ How to run 80/20 analysis, customer interviews, and cataloguing to define a sharp ICP+ How to build a helpful content engine and distribution plan that your small team can maintainThis episode is a must-watch if you’re a B2B marketer in a small team who’s tired of chasing MQLs, arguing over lead quality, and getting stuck in “support” mode. You’ll walk away with a clear, 3-step demand gen strategy for 2026 that aligns marketing, sales, and customer success around how buyers actually make decisions.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Simple 3-Step B2B Demand Generation Strategy for 202600:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen02:05 Updated: What Demand Generation Really Is in 202603:40 Why You Can’t “Force” B2B Buyers to Buy (Unlike B2C)05:55 The Messy, Non-Linear B2B Buying Journey (Squiggly Line Moment)09:00 The 95-5 Rule: Future Demand vs In-Market Buyers11:05 Shaping Future Demand vs Capturing In-Market Demand11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content14:05 Why Early-Stage Content Makes Capture More Efficient16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity)18:50 Step 1 – Be Ready: Your 80/20 ICP & Segmentation Process22:00 Customer Interviews, Positioning & Documented ICPs25:45 Mapping the Buying Journey Questions (5 Stages Applied)26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time29:20 Step 2 – Be Helpful: Building a Helpful Content Engine30:45 Case Study: Rivet’s “Construction Is Hard” Show31:55 Content Repurposing System for Small B2B Teams33:10 Capturing Subject Matter Experts Without Burning Them Out33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1)35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads36:20 What Changed From 2025? Why Cataloguing Is the Missing...

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 both SaaS and servicesAlison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.Allister Hamilton used it to triple his pipeline in services.If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

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 strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics.We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact.Tune in and learn:+ How to build memory with future buyers using CEPs and distinctiveness+ How to measure brand with ABLE, brand lift, and responsible reach+ How to position the brand function so leadership finally takes it seriouslyIf you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 – Why B2B brand can’t be a “service team”02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child”04:55 – The big mistake: defining brand by outputs, not memory07:20 – What a real B2B brand marketing strategy must achieve09:50 – Why buyer memory beats in-market optimisation12:40 – Category Entry Points: the triggers future buyers already use15:30 – How many CEPs to focus on (and why consistency wins)18:10 – Distinctiveness vs differentiation for B2B brand21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more24:40 – Channel mix for building memory efficiently28:00 – How to measure brand: ABLE & responsible reach31:30 – Selling brand to your CFO without sounding fluffy35:10 – Small-team B2B brand playbook to beat bigger competitors38:40 – Mascots, characters & distinctive brand assets in B2B42:20 – Why customer logos can sabotage your brand ads45:20 – The danger of chasing differentiation too early48:40 – How Asana applies evidence-based brand principles in practice52:30 – A pep talk for B2B brand marketers who want impact-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E210 - The B2B...

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 real job your ICP has this week+ How Rivet’s Construction Is Hard show turned content into 70% of pipeline+ How to make your product the conclusion of the story, not the headline actPerfect for small-team marketers looking for fast, actionable plays to use this week.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why 2026 B2B Content Strategy Is About “This Week’s Job”00:40 The Rivet Story: From Generic Blogs to “Construction Is Hard”01:40 How They Built a Show Just for Their Best Contractors02:40 Helpful Content That Talks Less About Product (But Sells More)03:45 The Crazy Pipeline Impact – And Your One-Job Challenge04:45 Turning One Show Into a Full 2026 Content Engine-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E209 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #contentstrategy #contentmarketing

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, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like. We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals.If you sell, market, or run a revenue team, this conversation will change how you think about outbound.Tune in and learn:+ Why Predictable Revenue was never meant to be a “meetings engine”+ How outbound broke – and how to rebuild it around market validation+ Why the future of outbound is more human, not more automatedIf you're trying to fix noisy outbound, align sales and marketing, or build a modern revenue system, this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 What’s Next for Outbound Sales?01:00 How Predictable Revenue Was Misinterpreted03:00 Why Meetings Became the Wrong Metric05:00 Outbound as a Market Validation Engine08:00 Inbound vs Outbound: Why the Debate Won’t Die11:00 The Anxiety Economy: Overreacting vs Fixing GTM14:00 When Leaders Do More of What Doesn’t Work17:00 Relationship Systems: The Missing Link in Outbound20:00 The Most Underrated Outbound Move: Talk to People23:00 When Sales Stopped Validating Markets26:00 Adem’s Closed Circuit Selling: Timing & Cataloguing29:00 Aligning Sales, Marketing & CS Under a CRO32:00 Why AI Makes EQ and Creativity More Valuable36:00 Sales as a Communication Channel40:00 Intent Data vs Real Customer Conversations45:00 Aaron Ross’ New Books: Income Systems & AI Selling50:00 Winners vs Losers in the AI Revenue Era53:00 Final Takeaways for Modern Outbound-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E208 - The B2B Playbook#b2b #b2bmarketing #outboundsales #predictablerevenue #salesstrategy #closedcircuitselling...

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+ How to catalogue your market to uncover real buying signals+ A simple way to align sales and marketing around timing and handoffsPerfect for small-team marketers and sales leaders ready to modernise outbound and build predictable revenue the right way.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Predictable Revenue Wasn’t Wrong01:14 Market Validation: The Fix for Outbound in 202603:12 How to Catalogue Accounts (Instead of Chasing Meetings)05:08 Why Timing Beats Pressure in Modern Outbound08:45 Systemising the Handoff: Turning Validation into Revenue-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E207 - The B2B Playbook#b2b #predictablerevenue #b2bmarketing #demandgeneration #outboundsales #theb2bplaybook #revenuearchitecture #croschool #collinstewart

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 hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success.Tune in and learn: + Why Predictable Revenue was never just about meetings+ How to rebuild outbound around timing, trust, and signals+ The 4-Funnel System that helps sales and marketing stay alignedIf you want to future-proof your outbound strategy for 2026, this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 – The Flaw That Broke Outbound: When Predictable Revenue Lost Its Way01:00 – How Predictable Revenue Changed SaaS Forever03:00 – The Untold Story: From Voltage CRM to Predictable Revenue06:00 – Cold Email in 2012: When 40% Reply Rates Were Normal09:00 – What Problem Predictable Revenue Was Really Built to Solve11:00 – The Email Revolution: How the Market Misread the Book14:00 – SDRs, Specialization & the Original Intent Behind the Model17:00 – Why Outbound Broke: Misuse, Metrics, and “Growth-at-All-Costs”20:00 – From Prospecting to Market Validation: A Smarter Measure for 202623:00 – The Lazy SDR Problem – And How to Fix It with Better Habits26:00 – How to Replace “Closed Lost” with a Real Nurture System30:00 – Building the Four-Funnel System That Actually Works33:00 – Why CRMs Became a Nightmare – and How to Rebuild Them for Sales37:00 – AI, Clay & n8n: The New Tech Stack Powering Smart Outbound41:00 – How Founders Can Build VC Lists & Market Maps with AI44:00 – Humanic + Clay = Next-Gen Market Intelligence46:00 – Why Collin Shut Down Predictable Revenue’s Sales Floor50:00 – The Brutal Truth About Agency Models and Churn54:00 – Writing The Terrifying Art of Finding Customers57:00 – Product-Market Fit as the Real Multiplier of GTM Success1:00:00 – Closing Thoughts: How to Rebuild Outbound for 2026-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E206 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

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 Signals → Catalogue → Feedback loop that aligns marketing and salesPerfect for teams who want reliable signals – not synthetic data.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Intent Data Lies: Why You’re Chasing Ghost Signals00:40 The CRM “Hot Lead” That Wasn’t – False Positives Explained01:20 Real Buyer Signals Start with Sales Cataloguing02:15 Map Tools, Contracts & Decision Makers – Your Signal Checklist03:20 Turn Intent into Insight: Signals → Catalogue → Feedback-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E205 - The B2B Playbook#b2b #b2bmarketing #intentdata #buyersignals #demandgeneration #marketingtips #theb2bplaybook #midweekmusings

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 with validated, permission-based outreach that unites Sales, Marketing, and Customer Success under one rhythm.Tune in and learn:+ Why cataloging the market gives you timing signals that drive predictable growth+ The exact questions to validate fit, timing, and permission to follow up+ How to align Sales & Marketing around validated accounts instead of vanity metricsIf you’re a B2B marketer or sales leader stuck in “meetings-booked” chaos, this is your blueprint for a smarter, more efficient GTM motion.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why “Catalog the Market” Beats Chasing Meetings01:00 What CRO School Fixes That Sales Methods Miss02:10 Small Markets Force Better GTM (Sydney -- Texas)03:20 The Origin Story: From Little Black Book to System04:40 Closed-Door Events: Selling Before Stock Hits the Floor06:00 Cross-Industry Proof: Finance, Leasing, FMCG, VC07:10 Relationship-First Outbound - Spray-and-Pray08:10 Marketing’s Lead-Gen Trap and Why Dashboards Lie09:30 Email Once Worked. It Doesn’t Now. Back to Fundamentals11:10 Using Outbound as Research, Not Pressure Sales12:40 The Two Dispositions: “Nurture” vs “Leave Us Alone” (FOAD)13:50 CCS Pillars: 1) Catalog the Market 2) Segment by Timing15:30 Aligning Sales, Marketing, CS Under One Rhythm16:50 Better Forecasts When You Know “Who, When, Why”18:10 Case Study: $10k Wasted Chasing the Wrong Account19:30 Marketing Can Catalog 1-to-Few (Not Just Sales)21:00 What to Measure Instead of “Meetings Booked”22:20 The Exact Catalog Questions to Ask Prospects24:00 Where Outbound Happens Next: DM, Video, TikTok, IG25:20 Fax Machines to Folders: How We Tracked Timing (Throwback)26:40 The Big Shift You’ll See in Clients Post-CCS27:40 Where to Learn More + 5-Part Mini-Series-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E204 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook

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 small B2B teams who need smarter results from the same spend.We also show how to map your link choice to the 5 Stages of Awareness—and why sending people to another LinkedIn post often outperforms a website link early in the journey.Tune in and learn:How to avoid reach penalties and still add links that convert laterWhat to link to next (and why another LinkedIn post can win)Where to measure “free clicks” inside LinkedIn AdsIf you run thought-leadership ads, this is a must-watch—simple, fast, and proven for B2B marketers who need more outcomes from limited budget.SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/Chapters00:00 The 2-Minute Hack for Free Clicks on LinkedIn Ads00:15 Why You Shouldn’t Add Links on Day One00:45 What to Link to Instead (Next Logical Step)01:15 Measure Your “Free Clicks” in Ads Manager👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue for your company (so sales and your boss love you)?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubator👉 https://theb2bincubator.com/Midweek Musings 01 – The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #linkedinads

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) break down where friction belongs in your buyer journey, when gating makes sense, and how to turn forms, events, and content into useful market intel. We also dig into progressive profiling and cataloguing so Sales get timing, permission, and real-world context they can act on.We’ll show standout moments like: why you should stop gating case studies, how to design “good friction” for community signups and workshops, and a simple green-yellow-red scoring method to fix bad friction fast.Tune in and learn:+ The difference between good vs bad friction (and how to spot each)+ When to gate (community, events, newsletters) and when not to (case studies)+ How to use progressive profiling to “catalogue” vendors, renewal dates, and permission to follow upIf you’re a small B2B team, this episode is a must-watch. You’ll walk away with a friction map you can fix this week, a scoring system to prioritise changes, and a smarter way to feed Sales with timing-based insights.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Good vs Bad Friction: Why “Less friction” isn’t always better00:31 Welcome back + Season 7 context01:10 The 5 Bs (quick refresher for new viewers)02:10 What is “friction” in B2B? A simple definition that matters03:00 Good friction vs bad friction – who does it actually help?03:46 Bad friction example: Long forms for generic PDFs04:52 More “bad”: CRM-first flows and vanity MQLs06:10 Content gating gone wrong (case studies… don’t gate them)07:20 When gating is OK: communities, events, and newsletters08:18 Using friction to “catalogue” the market (timing + permission)09:40 Why cataloguing beats ebook MQLs10:41 Buyers don’t fear effort—they fear wasted effort11:34 Our CRO School example: progressive profiling that helps12:45 Turn events into commercial insights (what to ask)13:50 Start with FAQs to find friction that actually matters15:10 Map the journey: value exchange at each interaction16:05 Score friction: green / yellow / red17:00 Simplify or redesign: make effort earn trust18:10 Key takeaways + springboard into the new year19:00 One ask: share this with a marketer who’ll benefit-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to...

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 sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue.Scott shares what he’s seeing across 160 + companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School’s Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again.Tune in and learn:+ Why outbound is breaking — and what replaces it+ How to comp on held meetings or revenue, not vanity KPIs+ How to validate and catalogue your market for smarter timing+ The new edge: AI + network + unscalable playsIf you’re a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Volume Game Is Dead01:00 Why Scott Leese Ditched Outdated Playbooks02:20 “Hobbyists with Pitch Decks”04:40 Funding ≠ Success07:18 Founders Must Sell First10:50 What Great Sellers Do Differently13:40 Validate the Market Before You Sell16:04 How Predictable Revenue Broke Sales19:40 Lost Coaching & Skill Decay23:58 AI + Network + Unscalable Grit26:50 Fix Your Sales Technical Debt29:21 Stop Paying for Meetings Booked32:00 The MQL Hamster Wheel35:00 Rebuilding Sales–Marketing Handoffs41:10 Cold Calls Are Dying45:10 Referral Math That Opens Doors46:20 In-Person Plays That Win49:20 Deepfakes & IRL Trust55:10 Scott’s 3 Bets for the Future-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E201 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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 from EVP’s portfolio (including Nexl) and explains how segmentation, workflow-driven expansion, and smart early investment helped them scale fast without burning cash.Tune in and learn:+ How segmentation drives efficiency — and the Nexl case that proves it+ The “self-funding” model for early sales & marketing investment+ Product expansion frameworks: follow the workflow, then follow the money+ How to build switching-cost moats and pre-board ROI for enterprise dealsThis is a must-watch for any B2B marketer or founder navigating the jump from early traction to scalable growth.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 The counter-intuitive truth: Sales & marketing can be self-funding01:00 Meet Allen Zhu (EVP): founder → PM → investor03:00 Early ventures, lessons from agency → apps → D2C06:30 From Citi to Freelancer to EVP: why B2B SaaS09:30 What EVP does at Series A (and how they partner)12:00 The #1 scaling mistake: skipping segmentation15:10 Case study: Nexl’s segmentation unlock (who, where, and why)19:40 Why SDR “spray & pray” fails in small total addressable lists22:10 Invest in S&M early: the “self-funding” window explained24:30 Measuring what matters when attribution gets messy29:30 Product expansion playbook: follow the workflow, follow the money33:30 Moats 101 for SaaS: switching costs, data, and process power37:30 Selling enterprise: pre-boarding ROI to win the room42:30 Timing outreach with public contract intel (governments)46:30 Customer advocacy flywheel: advisory boards & reference power53:00 Leading vs lagging: how EVP reads GTM progress56:30 What “active partner” really means at Series A58:30 Final takeaway: segmentation first, everything else follows59:30 Where to find Allen & EVP-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E200 - The B2B Playbook#b2b #b2bmarketing #b2bsaas #gotomarket #seriesA #evpventures #demandgeneration