The B2B Playbook

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

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 away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.Tune in and learn:+ How to leverage partners and influencers to exponentially grow your webinar audience+ The 6-step registration process that captures crucial lead data and drives conversions+ Post-webinar strategies that turn no-shows into demo bookings and sales opportunitiesThis episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Game-Changing Webinar Strategy You've Been Missing02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance07:09 Leveraging Partners and Influencers for Massive Webinar Growth11:37 The 6-Step Registration Process That Drives Results16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion26:29 Post-Webinar Strategies That Turn Attendees into Customers31:30 The Power of Problem Awareness in Demand Capture37:10 Automating Follow-Ups: Balancing Efficiency and Personalization41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool-----------------------------------------------------👥 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-courseS06 E151 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #webinar #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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 shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn’t the shortcut you think it is.Tune in and learn:+ A practical B2B outbound strategy built on conversations and 6 disposition buckets+ Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it)+ Why pipeline coverage and meeting quotas mislead teams, and what to measure insteadThis is a must-watch if you’re a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals.-----------------------------------------------------🔗 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 Why today’s outbound is breaking trust01:34 Joey Gilkey on Titan X and the “phone intent” wedge02:58 The 25% connect-rate play and why conversations matter04:30 How the SDR-AE split eroded buyer trust06:05 Cheap headcount, costly model: the real flaw08:36 What APAC got right: senior sellers and CS roots10:28 Market validation beats MQLs every time12:44 VC incentives and the sales industrial complex13:58 Joey’s reversal: paying SDRs to have conversations15:42 Long-cycle selling lessons that fix short-term thinking18:32 Buckets, not bookings: 6 dispositions that run your follow up21:05 Full-cycle AEs vs modern roles – what actually works27:10 Audience activation: VSL + phone + SMS that scales trust32:33 Opt-in texting, pixeling, and smarter retargeting34:52 Make marketing useful: capture commercial intel, not contacts36:55 Pipeline coverage is a vanity metric without context38:28 Phone intel powering LinkedIn ads and account timing40:28 Why “buyer intent” data misses the mark45:35 PE firms are cutting SDRs – what to run toward instead52:57 Retraining SDRs is easy. Leaders are the bottleneck55:40 Final take: value conversations, not meetings-----------------------------------------------------👥 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...

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—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.You’ll learn how to:+ Map your LinkedIn content to the five stages of awareness+ Use thought leadership marketing to build trust at scale+ Combine paid media and outbound to unlock high-intent conversationsWatch this if you:+ Want a scalable way to generate demand on LinkedIn+ Need a better B2B LinkedIn ad strategy that drives revenue+ Are trying to get in front of ideal customers with zero brand awarenessWe show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 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🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------02:20 What Are LinkedIn Thought Leadership Ads?03:40 Proof It Works: Real $10K/Month Deal From These Ads05:00 Why Most Thought Leadership Ad Campaigns Fail07:00 Boosting Posts ≠ Strategy: The Common Mistake09:00 The 3-Month Trust-Building Window (Case Study Insight)11:00 You Need This Before You Run Any LinkedIn Ads12:40 Our Full Demand Gen Framework Behind These Ads14:20 Mapping Ads To The 5 Stages of Awareness16:00 Unaware to Most Aware: The Buyer Journey Blueprint18:00 How to Create a Thought Leadership Content Matrix20:00 Cold vs Warm Audiences: What Content to Serve21:40 How We Target & Build Audiences That Convert23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You24:40 Our Secret Ad Sequencing Hack That Lowers Costs27:00 Real Client Wins: Social Proof You Can Copy29:00 When To Combine Ads With Sales for Bigger Wins30:40 The KPIs That Actually Matter (And What to Ignore)34:00 Final Thoughts & Where To Learn More-----------------------------------------------------👥 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...

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 balanced brand + demand mix that compounds.We share the path we use with our 5 BEs framework—start lean and organic, prove the message, then use paid to amplify. You’ll hear realistic ROI guardrails, when to rebalance spend, and how category (established vs new) should change your split.Tune in and learn:+ How to avoid the top-down and bottom-up budget traps+ The “validate, then amplify” approach that saves cash and increases impact+ ROI ranges and a stepwise shift from BOFU to demand + brandIf you’re a B2B marketer in a small team, this is the clearest way to plan and defend your budget—and actually deliver revenue impact.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 B2B Budgeting Problem No One Solves Clearly00:27 Who We Help: Small Teams, Big Revenue Goals01:05 The 5 BEs Framework in 60 Seconds02:30 Why Budgeting Is So Hard (Variables You Can’t Ignore)03:45 The Trap: Overcommitting to Channels Having “Their Moment”04:38 Top-Down Budgeting: Looks Great on a Slide, Breaks in Reality06:05 The 95:5 Rule vs “Just Spend More on BOFU”07:18 Bottom-Up Budgeting: Sensible… Until Leadership Says “Bigger”09:45 Our Recommendation: Start Lean, Prove It Organically11:30 Validate PMF & Messaging Before You Buy Reach12:40 Paid = Amplification Once the Message Works13:40 Evolving the Mix: From BOFU-Heavy to Balanced Demand15:05 Setting ROI Targets You Can Defend (and Reinvesting)16:45 Category Matters: Established vs New (Webjet vs Uber)18:50 Build Mental Availability to Lower Future CAC20:40 Key Takeaways & Your Next Budget Moves-----------------------------------------------------👥 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 E198 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

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 circles that turn casual users into passionate advocates and ambassadors.We show you how to:+ Make community a core growth engine (not a side-channel)+ Design onboarding and programming that build habit+ Use contribution, access, and recognition to scale advocacyIf you’re a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Community-Led Growth: Your Unfair Distribution Advantage01:00 Why Brands Are Now Conversations (You Can’t Control Them)02:45 TL;DR Framework: From Clarity → Contribution → Advocacy04:15 The Five Ps Of Community-Led Growth06:00 Identity → Connectedness → Growth Formula08:00 Make Community Core To Value Creation10:00 Community-Led Growth x Business Model Canvas12:15 Jobs-To-Be-Done For Community-Led Growth14:30 B2B Examples: From CRM To Better Sellers16:20 Lighthouse → Port → City: How Communities Grow19:00 The First 21 Days: Onboarding That Sticks21:15 Programming That Brings People Back23:00 Turning Users Into Contributors25:10 Advocates vs Ambassadors In Community-Led Growth27:20 Closeness Circles: Reward With Access30:00 The Taylor Swift Playbook (For B2B Communities)32:10 Journey & Lifecycle: 1500:150:15 Ratios35:00 Pitfalls To Avoid In Community-Led Growth37:10 Make It A System: Track, Reward, Iterate39:30 Q&A: Communities Beyond Customers43:00 Q&A: Where To Start – Existing vs New Customers46:00 Q&A: Virality & Chapters In Community-Led Growth50:00 Q&A: When Is It Too Early To Start?53:00 Wrap: Community As A Value 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 E197 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth