エピソード
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In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.
If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.
Tune in and learn:
+ Why churn and burn sales tactics are unsustainable
+ How to align marketing and sales around shared goals
+ The difference between being data-driven vs. data-informed
This episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.
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00:00:00 The Problem with Predictable Revenue
00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo
00:02:37 What is Loxo? Revolutionizing Talent Intelligence
00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand
00:07:18 The Difference Between Brand Awareness and Demand Creation
00:09:23 The Obsession with Quantity Growth Strategies
00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach
00:16:10 Why Churn and Burn Tactics Are Unsustainable
00:18:20 Building a Consultative Marketing-Sales Relationship
00:22:03 Aligning ICPs and Segments Across Teams
00:25:20 Sharing Goals: The Secret to Team Collaboration
00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset
00:36:01 How Podcasts and Content Build Brand Affinity
00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency
00:47:17 The Power of Speaking to Problems, Not Products
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👥 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
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🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E167 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #outbound
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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Our guest this week almost needs no introduction!
Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from!
Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO companies.
He and the team at SparkToro are doing amazing things to help the little guys when it comes to audience research and doing the type of marketing that just doesn’t work for the big boys in town. And that’s a good thing!
He generously share some of his view points, which we couldn’t agree more with here at The B2B Playbook.
Some key highlights:
Paid channels’ incentive right now is attribution, not conversion!Demand generation is infuriatingly hard, if not impossible to measure. So that’s why most marketers don’t do it, and as a result it’s a huge opportunity because costs are low and inventory is high.Personas can be limiting, as they often don’t reflect the breadth of people within a collective group. They should be broad and diverse, but they’ll still allow you to understand where they get their information from and how the groups are made up. That type of personas are truly useful.When you change the fundamental question at the core of your marketing strategy, you open up the possibility for a more effective, long term and valuable relationship. When that transactional nature fades into the background and a value giving relationship is had, lots of things improve. Think of a tinder relationship vs meeting someone through friends.A ton to learn from classic marketing thinking, but the world is nuanced and requires a tailored approach.Value building events offline, particularly small ones, are immensely satisfying and rewarding.Tune into this week’s episode for more!
Links To Mentioned Resources:
https://twitter.com/randfish
https://sparktoro.com/
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Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies.
As we get into further areas of study, one such area to look further into is education ecosystems.
Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?
In this episode, we’re exploring those questions as well as how to go about building one for yourself.
It’s the next level up on being helpful with your content. And one that has a lot of impact. But only if it’s right for your business!
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00:00 Introduction: Building an Education Ecosystem
01:00 The Five B Framework Overview
02:00 The Role of Education in Brand Building
03:00 AI's Influence in Modern Marketing
04:20 Real-world Examples: SAS Platform
05:10 HubSpot and Segment as Leading Examples
06:40 The Pain Points in B2B Marketing
07:50 The Power of an Education Ecosystem
13:30 Automating Knowledge for Business Growth
14:50 The Benefits of an Education Ecosystem
----------------------------------------------------
👥 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??)
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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bincubator.com/
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S05 E106 - The B2B Playbook
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#b2b #b2bmarketing #digitalmarketing
#b2bsaas
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In this episode, we sit down with Adrian Fagerlund, co-founder of Linkby, to explore how his revolutionary ad-tech platform is changing the game for brands and publishers. Linkby connects brands with the world's most prestigious publishers in record time while focusing on performance and measurability.
Learn how Linkby has scaled globally, their approach to trusted advisor sales, and why their reverse pitching feature is a game-changer.
Tune in and learn:
+ How Linkby helps brands scale content across major publishers
+ The role of communities and referrals in driving growth
+ Why trusted advisor sales lead to long-term success
This episode is a must-watch for marketers looking to stay ahead in content and PR innovation.
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00:00 Introduction: Meet Adrian Fagerlund and Linkby
03:00 What Is Linkby? Revolutionizing Content and Advertising
06:00 Overcoming the Chicken-and-Egg Problem in Startups
09:00 Redefining Sales: Trusted Advisors, Not Just Sellers
12:00 The Role of Team Alignment in Scaling Rapidly
15:00 Lessons from Pedestrian.tv: A Foundation for Linkby’s Success
18:00 Linkby’s Global Team Bonus System: Driving Collaboration
21:00 The Power of Communities and Referrals in Marketing
24:00 Performance PR: Working with Agencies and Affiliates
27:00 Exploring Linkby’s Reverse Pitching Feature
30:00 Feedback Loops: Improving Targeting and Aligning Teams
33:00 What’s Next for Linkby: Products and Innovations
38:00 Key Takeaways from the Conversation with Adrian Fagerlund
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👥 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
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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E166 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #outbound
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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We’re thrilled to have Ryan Reisert on this episode of The B2B Playbook! Ryan is an outbound sales coach, go-to-market consultant, and author of "Outbound Sales, No Fluff." He shares the secrets behind Phone Ready Leads—a revolutionary system that increases connect rates while saving time.
In this episode, we explore Ryan's journey, the math behind sales success, and how to align sales and marketing for greater efficiency. Ryan also breaks down his famous “buckets” process for prioritizing leads and how to catalogue your market to maximize results.
Tune in and learn:
+ Why connect rates matter and how to improve them
+ The importance of shifting from lead gen to demand gen
+ How to align sales and marketing for long-term growth
This episode is a must-watch for B2B marketers and sales teams ready to level up their outbound game.
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00:00 Introduction: Solving the Connect Rate Problem
02:00 Ryan’s Journey into Sales and Marketing
04:50 The Birth of Phone Ready Leads
07:30 Understanding Sales as Math and Strategy
10:20 Building Effective Lead Scoring Systems
13:00 The Role of Technology in Outbound Success
15:40 Shifting from Lead Gen to Demand Gen
18:30 Navigating the Buyer’s Pyramid
21:20 Aligning Sales and Marketing for Better Results
24:00 The Power of Personalization in Outbound
26:40 Training Reps for Consultative Outbound
29:20 Cataloging the Market: Strategies for Success
32:00 Creating a Unified Funnel for Sales and Marketing
35:00 How to Build Trust Through Quality Conversations
38:00 Final Thoughts and Call to Action
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👥 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
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🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E165 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #outbound
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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In this episode, we explore whether Reddit can truly serve as a powerful demand generation channel for B2B marketers.
We dive into the potential of Reddit, why it’s gaining momentum in B2B, and how marketers can make the most of its unique community-driven platform. We also share real-life examples, common pitfalls, and strategies to test the waters on Reddit.
Tune in and learn:
+ How to determine if Reddit is right for your audience
+ Why Reddit’s organic reach is exploding
+ Practical tips for building trust and providing value on Reddit
This episode is a must-watch for marketers who want to stand out and connect authentically with their dream customers.
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00:00 Introduction: Can Reddit Drive Demand Gen?
03:00 The Five B's Framework Overview
06:00 Why Reddit is Gaining B2B Momentum
09:00 Evaluating Reddit for Your Dream Customers
12:00 How to Be Genuine on Reddit
15:00 Testing Messaging and Audience Alignment
18:00 Reddit as a Resource for Marketers
21:00 Organic Visibility and Longevity on Reddit
24:00 Consultative Selling on Community Forums
27:00 Common Mistakes Marketers Make on Reddit
30:00 The Role of Self-Reported Attribution
33:00 Real-Life Examples of Reddit Success
36:00 Overcoming Reddit Ads Challenges
39:00 Key Takeaways for B2B Reddit Strategies
42:00 Closing Thoughts: Experiment and Learn
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👥 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??)
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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E164 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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Positioning is the ultimate tool for creating an outsized impact in your market. In this episode, we uncover how small B2B teams can use positioning to dominate their niche.
We discuss practical frameworks, highlight CRM market leaders like Salesforce and HubSpot, and share actionable steps to sharpen your positioning strategy.
Tune in and learn:
+ Why positioning matters more than ever in B2B
+ A 5-step framework to define and test your positioning
+ Real-life examples of positioning done right
This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.
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00:00 Introduction: Key Ingredient for Outsized Impact
02:00 What Is Positioning and Why It Matters
04:00 Market Leaders and the Power of Positioning
06:30 Examples of Great Positioning: Salesforce and Pipedrive
08:30 How Positioning Shapes CRM Markets
10:00 Steps to Define Your Positioning
12:00 Leveraging the 80/20 Rule in Positioning
14:00 Testing and Validating Your Positioning
15:30 Lessons from the B2B Incubator
16:30 Aligning Positioning Across Your Organization
17:30 Leadership Buy-In and Scaling Your Positioning
18:30 Final Takeaways on Positioning
19:00 Closing Thoughts and Key Lessons
19:10 How You Can Support the B2B Playbook
19:20 Sign Off: Subscribe for More B2B Insights
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👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E163 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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This week we have artificial intelligence (AI) expert Drew Brucker show us how B2B marketers can use AI to get more done in less time - right now!
Drew has combined his unique experience as a top-notch B2B marketer, photographer and creative with his passion for A.I. In this session, he shows us two ways that B2B marketers can use A.I. to increase their productivity AND the quality of their work today.
Tune in and learn:
+ the attitude marketers should have to A.I. if they want to get the most out of it
+ how to use A.I. to build an outbound sequence
+ how to use Midjourney to create brand images your customers will love (at a fraction of the price)
Drew very kindly walks us through LIVE examples of prompting frameworks you can steal to execute the same in your own business.
Make sure you check out the screenshare from the 40 minute mark!
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00:03:30 AI's Practical Magic
00:06:20 Harnessing AI for Marketing Efficiency
00:15:00 AI's Role in Content Creation
00:24:00 Crafting a Visual Narrative with AI
00:27:00 AI's Role in Brand Storytelling
00:30:00 Leveraging AI for Brand Consistency
00:33:00 AI-Generated Creatives: A New Era
00:39:00 Crafting Captivating AI-Generated Emails
00:42:00 Perfecting Your Marketing with AI Iterations
01:00:08 Crafting Detailed Prompts for Midjourney
01:03:20 Generating and Iterating on Image Variations
01:07:10 Communicating Realism in AI-Generated Imagery
01:09:30 Leveraging Permutations in Image Generation
01:13:48 Concluding Thoughts and Next Steps
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👥 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
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🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S05 E129 - The B2B Playbook
#b2b #b2bmarketing #aimarketing
#b2bsaas #demandgeneration
#B2BMarketing #DemandGeneration #MarketingStrategy #brandmarketing #midjourney
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In this episode, we’re joined by Adam Holmgren, co-founder of Fibber and head of demand generation at Rillion. Together, we tackle the common myths surrounding demand generation, especially the idea that demand gen is simply lead gen in disguise. Spoiler: it’s not!
We discuss how demand generation plays an essential role in bridging the gap between brand and sales, offering sustainable B2B marketing practices that drive real results. From the misconceptions about “creating demand” to the role of personal branding, we explore it all.
Tune in and learn:
+ The critical differences between demand gen and lead gen
+ How to build brand awareness that’s sustainable and effective
+ Why demand gen is the missing link between sales and marketing
This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.
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00:00:00 Introduction: Debunking Demand Gen Myths
00:03:00 Demand Gen vs. Lead Gen: Clearing Up Confusion
00:06:30 Building Brand with Demand Gen
00:09:50 The 5 Stages of Awareness Explained
00:13:10 Personal Branding in B2B Marketing
00:17:00 The Role of Signals in Demand Gen
00:20:30 Demand Gen as the Glue Between Sales and Marketing
00:23:40 Beyond Attribution: Marketing Without Limits
00:27:20 Capturing Existing Demand vs. Creating New Demand
00:30:00 Addressing Criticism: Is Demand Gen Bad Marketing?
00:32:30 Visualizing Marketing Touchpoints for Better Results
00:34:00 Data-Informed Decisions in Modern Marketing
00:36:50 Performance Marketing vs. Demand Gen Approaches
00:39:10 Adopting a Consultative Go-To-Market Strategy
00:41:40 Final Thoughts and Takeaways
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👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E161 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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In this episode, we break down our live SEO experiment and show how we went from zero to ranking #1 on Google for a high-intent keyword – "demand generation course" – in just 67 days.
We're sharing the exact steps we took, from building a winning landing page to leveraging powerful backlinks. Special guest Sam Dunning, B2B SEO expert, walks us through the key elements that drove our success, offering actionable insights for marketers at all levels.
You'll discover how to optimize your SEO strategy for maximum revenue impact, how to outcompete big brands in search rankings, and why 'money keywords' are essential for driving high-quality traffic and leads.
Tune in and learn:
+ How we ranked #1 in just 67 days for a competitive SEO keyword
+ The exact process we used to build effective backlinks
+ Why optimizing your landing page is critical for SEO success
This episode is a must-watch for any B2B marketer looking to level up their SEO game and drive more revenue for their business.
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00:00 Introduction: The SEO Experiment
04:05 Ranking #1 in Just 67 Days
07:50 Beating Competitors with SEO
11:43 Building a High-Impact Landing Page
15:35 Why Money Keywords Matter for Demand Gen
20:00 Boosting SEO with Backlinks
24:10 Leveraging Internal and External Links
29:13 Optimizing Your Content for Search Engines
32:37 Using Media to Enhance Your SEO Strategy
36:12 Maximizing SEO for Sales Enablement
39:13 Why Consistent SEO Effort is Key to Success
41:24 Future SEO Strategies: Scaling for Growth
43:07 Conclusion: Key Takeaways and Final Thoughts
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👥 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:
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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E160 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo
-
Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP
How We Ranked #1 for Our B2B Keywords
In this episode, we’re diving into a live SEO experiment to see how fast we can rank for our money keywords, and you’ll learn the exact steps we take to do it.
We’ve got SEO expert Sam Dunning on board to guide us through competitor analysis, keyword selection, and building an optimized page to rank on Google.
Tune in and learn:
+ How to choose money keywords that convert
+ On-page SEO techniques that drive results
+ How to leverage backlinks and internal linking for faster rankings
This episode is a must-watch if you want to drive more traffic and leads to your business by ranking for the keywords that matter most!
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00:48 Sam Dunning’s SEO Strategy for Ranking Keywords
02:10 Case Study: Ranking “B2B SEO Agency” in 90 Days
05:18 Choosing Money Keywords: Demand Generation Course
07:39 Competitor Analysis: Cognism and CXL
10:40 Keyword Strategy: Course vs Program
12:30 Page Structure and On-Page SEO Basics
15:55 Crafting the Perfect Meta Title and Description
18:50 Creating a High-Converting Hero Section
22:12 Internal Linking: Boosting Crawlability and SEO
26:20 Leveraging Backlinks: Quick Wins for Authority
30:15 Using FAQs to Overcome Objections and Build Trust
34:10 Monitoring and Optimizing Over Time
37:45 Lessons Learned from Sam’s SEO Journey
41:12 Key Takeaways and Next Steps
-----------------------------------------------------
👥 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
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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E159 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo
-
Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP
This week we go into why your demand generation program isn’t driving the results you need and what you can do to fix it.
We’ve spent years working with B2B marketing teams of all sizes, and there are 5 common reasons we keep seeing demand generation programs fall short. Whether you’re missing out on knowing your ICP, not leveraging subject matter experts, or failing to align with sales, we’re here to guide you through it step by step.
Tune in and learn:
+ Why deeply understanding your ICP is critical to success
+ How to build trust using subject matter experts in your content
+ How to stay consistent and measure your results properly
This episode is a must-watch if you’re struggling to get the most out of your demand generation efforts. We’ll show you how to fix the top 5 issues and get your program back on track.
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00:00 Introduction: Why Demand Generation Fails
00:48 Overview of the 5 Bs Framework
01:45 Reason 1: Not Understanding Your ICP
04:30 The Importance of Qualitative Research
06:00 Reason 2: No Subject Matter Experts
08:50 Why Trust is Built on Expertise
10:45 Reason 3: Lack of Systems and Consistency
12:30 Building a Content Repurposing System
14:10 Demand Generation Takes Time
16:00 Reason 4: Poor Measurement of Success
18:30 Leading vs Lagging Indicators
19:45 Reason 5: Misalignment Between Sales and Marketing
21:30 Feedback Loops Between Sales and Marketing
23:00 Reason 6 (Bonus): Lack of Patience
24:40 Final Thoughts and Key Takeaways
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👥 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
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🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E158 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP
In this episode, George Coudounaris appears as a guest on the Denave podcast to share the secrets behind sustainable B2B growth. You'll learn how to move beyond lead generation and build demand that scales.
We cover everything from aligning sales and marketing teams to implementing Account-Based Marketing (ABM) effectively and using AI to repurpose content efficiently.
Tune in and learn:
+ Why lead generation alone isn’t enough to grow your business
+ How to implement the 5 B’s Framework for demand generation
+ Common ABM mistakes and how to avoid them
This episode is a must-watch for B2B marketers looking to create sustainable, long-term growth while avoiding the common pitfalls that many teams fall into. Don’t miss out on the future of demand generation!
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00:00 Introduction to George and the B2B Playbook
03:00 The Great Divide: Misalignment Between Sales and Marketing
07:10 Overcoming Sales and Marketing Alignment Challenges
10:00 The 10-Step Guide to Sales and Marketing Alignment
13:00 Demand Generation vs. Lead Generation Explained
17:20 Why Short-Term Lead Generation Isn’t Enough
20:10 The Importance of Demand Creation for Long-Term Success
24:00 The 5 B’s Framework: Be Ready, Be Helpful, Be Seen
28:10 How to Optimize Your Demand Generation Efforts
31:00 The Rise of Account-Based Marketing (ABM)
34:00 Avoiding Common ABM Mistakes
38:10 Leveraging Technology in Demand Generation and ABM
42:00 How the B2B Playbook Uses Content to Drive Demand
45:00 Repurposing Content Efficiently with AI
50:00 The Future of Demand Generation and Marketing Trends
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E157 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP
In this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running agencies and helping companies build their own in-house demand generation teams – we’re here to give you the real answer.
We’ll discuss why many agencies can’t deliver on their promises and why it’s often better to build the foundation of your demand generation program in-house before turning to external help. We also cover what you need to have in place before hiring an agency and how to use one effectively when the time is right.
Tune in and learn:
+ Why you should start demand generation in-house
+ The importance of customer interviews and qualitative insights
+ When an agency can amplify your efforts and how to pick the right one
This episode is a must-watch for any B2B marketer struggling with the decision to hire external help. Learn from our mistakes and set your business up for demand generation success.
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
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GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 Introduction: Should You Outsource Demand Generation?
01:20 The 5 BEs Framework Explained
03:00 When Companies Typically Turn to Agencies
05:00 Early Mistakes: Why Agencies Often Fail
07:00 Why Demand Generation Should Start In-House
09:10 Key Insights Needed for Effective Demand Generation
11:10 The Importance of Customer Interviews
13:30 The Role of Qualitative Insights in Demand Generation
15:00 Aligning Sales and Marketing for Success
17:30 Common Pitfalls When Scaling Too Quickly
19:20 How to Achieve Message-Market Fit Internally
22:00 Building the 80/20 Analysis of Your Best Customers
24:30 When Is an Agency the Right Fit?
27:00 Using Agencies to Amplify Your Message
29:50 Key Takeaways: When and How to Use Agencies
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E156 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
-
Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP
In this episode, we’re going deep into the mindset that will set you up for success in demand generation. Too many marketers think there's a hidden secret to generating demand, but we’re here to debunk that myth.
We walk through our 5 Bs Framework to show you how to build a sustainable demand generation engine for your business. From understanding your target audience to creating a consistent message that resonates, we cover the steps you need to drive revenue for your B2B company.
Tune in and learn:
+ How to effectively target your ideal customers
+ The importance of consistency in your messaging
+ Why feedback loops are critical for ongoing success
This episode is a must-watch for any B2B marketer looking to master demand generation and build a powerful, sustainable growth engine.
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00:00 Introduction: Demand Generation Demystified
00:01:00 Overview of the 5 Bs Framework
00:03:13 The Demand Generation Mindset: Key Principles
00:04:10 Importance of Target Audience Focus
00:06:00 Niching Down: Why Less is More
00:08:01 Building Trust and Relationships in B2B Marketing
00:10:30 Consistency in Messaging: Awareness vs. Affinity
00:12:59 Effective Content Strategy for Demand Generation
00:14:59 The 3-5% Market Rule: Engaging the Right Audience
00:17:20 Implementing a Consistent Delivery System
00:19:45 The Importance of Systems and Frameworks
00:21:50 Feedback Loops for Ongoing Improvement
00:24:00 The Crawl, Walk, Run Approach Explained
00:26:50 The Power of Content Repurposing
00:29:00 Key Takeaways and Next Steps
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E155 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
-
Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market’.
In this eye-opening episode of The B2B Playbook, we dive deep into the world of B2B signals and triggers. We explore what they mean for marketers, sales teams, and leaders, and how to use them effectively in your strategy.
Tune in and learn:
+ How to identify quality signals that actually indicate buying intent
+ The power of customer interviews in uncovering true buying triggers
+ Why tech platforms aren't the silver bullet for B2B signal success
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 Unveiling the Power of B2B Signals and Triggers
01:24 The 5 B's Framework: Your Roadmap to B2B Success
02:34 Decoding Modern B2B Triggers: From Job Changes to Website Visits
03:44 Old School vs. New School: The Evolution of B2B Signals
05:20 Common Pitfalls: Where Marketers Go Wrong with Signals
06:51 The Art of Signal Interpretation: Quality Over Quantity
08:33 Lessons from the Past: Traditional B2B Signal Gathering
09:50 The Tech Trap: Why Platforms Aren't the Silver Bullet
11:05 Case Study: When Signal Tracking Goes Overboard
12:50 Nurture vs. Hard Sell: Striking the Right Balance
14:30 The Customer Interview: Your Secret Weapon for Signal Discovery
16:30 Uncovering Buying Triggers: Key Questions to Ask Your Customers
18:18 Cataloging Your Market: A Step-by-Step Approach
19:50 Putting It All Together: ICP, Triggers, and Cataloging
21:30 Key Takeaways: Mastering B2B Signals and Triggers
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E154 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
-
In this episode, we dive deep into Google's massive search documentation leak and explore what it means for your SEO and content strategy - and how it plays into your wider Demand Generation strategy.
With over 14,000 potential ranking factors exposed, this is a game-changer for anyone serious about digital marketing. We break down key insights from industry experts like Rand Fishkin and discuss how this leak could impact everything from content quality to brand relevance.
Tune in and learn:
+ How to optimize your content based on Google's newly revealed ranking factors.
+ The importance of brand building in your SEO strategy.
+ Why user interaction and navigation boosts are now critical for ranking.
This episode is a must-watch for marketers looking to stay ahead.
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 Introduction: What Google's Leak Means for SEO & Content Strategy
03:00 Overview of Google's Search Documentation Leak
05:00 Key Insights from Rand Fishkin's Analysis
07:30 Google's New Focus: User Interaction Scores Explained
10:00 The Importance of Content Quality and Link Scores
12:00 Relevance and Quality Boosts: How They Impact Ranking
14:30 Optimizing for Navigation Boosts: Why Your Website Layout Matters
17:00 Consistency in Content Publishing: Why It's Essential
20:00 The Growing Importance of Brand in Google's Ranking
22:30 Niche Strategies: Why Focusing on Smaller Markets Wins
25:00 The Long-Tail Advantage: Competing with Big Brands
27:30 Expert-Led Content: The Key to Winning in Google Search
29:00 Building Trust: A Long-Term Strategy for SEO Success
31:00 Summary and Key Takeaways
32:00 Closing Remarks and Call to Action
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E153 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
-
How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entire funnel.
Steffen shares invaluable insights from Dreamdata's own growth journey, discussing everything from early-stage marketing tactics on a budget to leveraging content collaboration and the rise of B2B influencers. We also delve into Dreamdata's unique approach to weekly live events and how they've become a cornerstone of their content strategy.
Tune in and learn:
+ How to navigate and measure success in long B2B buying cycles
+ Strategies for moving from bottom-funnel to full-funnel marketing
+ The power of content collaboration and B2B influencer marketing
This episode is a must-watch for any B2B marketer looking to drive sustainable growth and prove their impact on revenue. Steffen's practical advice and real-world examples make this a goldmine of actionable insights for marketing teams of all sizes.
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 The Key to Sustainable B2B Growth
03:09 Unveiling DreamData: B2B Customer Data Platform
06:12 Navigating Long B2B Buying Cycles
09:30 Building Trust with Future Buyers: DreamData's Strategy
13:40 From Bottom of Funnel to Full-Funnel Marketing
17:28 Early Stage Marketing Tactics on a Budget
21:15 The Dual Approach: Exploit and Experiment
24:50 DreamData's Weekly Live Events Strategy
28:00 The Power of Content Collaboration
29:40 The Rise of B2B Influencers and Creators
32:30 Measuring Mid and Upper Funnel Activities
34:40 Qualitative Proof: Capturing Customer Feedback
36:00 Closing Thoughts and LinkedIn Connection
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E152 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
-
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 opportunities
This 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/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 The Game-Changing Webinar Strategy You've Been Missing
02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle
04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance
07:09 Leveraging Partners and Influencers for Massive Webinar Growth
11:37 The 6-Step Registration Process That Drives Results
16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars
21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion
26:29 Post-Webinar Strategies That Turn Attendees into Customers
31:30 The Power of Problem Awareness in Demand Capture
37:10 Automating Follow-Ups: Balancing Efficiency and Personalization
41:40 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E151 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #webinar
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
How can you reach more ideal B2B Customers? In this episode of The B2B Playbook, we dive deep into the game-changing concept of the Dream 100 strategy. We explain how this powerful technique can help you identify and reach your ideal B2B customers more effectively than ever before.
We discuss the origins of the Dream 100, how it fits into our 5 B's framework for demand generation, and provide practical examples of how we've implemented it in our own business. From working your way into key communities to strategic sponsorships, we cover it all.
Tune in and learn:
+ What the Dream 100 really is (hint: it's not what you think!)
+ How to build and prioritize your own Dream 100 list
+ Strategies for working your way in vs. buying your way in
This episode is a must-watch for any B2B marketer looking to maximize their reach and connect with their ideal customers. Don't miss out on this game-changing strategy!
-----------------------------------------------------
SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
-----------------------------------------------------
00:00 Unlocking the Power of the Dream 100 Strategy
03:00 The 5 B's Framework: Your Roadmap to B2B Success
06:00 Decoding the Dream 100: What It Really Means
09:10 Building Your Dream 100 List: Online and Offline Tactics
12:40 Working Your Way In vs. Buying Your Way In: Strategies Revealed
16:30 The B2B Playbook's Journey: Our Dream 100 Experience
19:40 Collaborating with Influencers: Maximizing Your Reach
22:20 Prioritizing Your Dream 100 List: Smart Targeting Techniques
24:40 Sponsorships and Advertising: Making the Most of Your Budget
26:00 Overcoming Challenges: Implementing Dream 100 as a Non-Expert
28:40 Repurposing Content: Maximizing Your Subject Matter Experts' Time
29:40 Key Takeaways: Mastering the Dream 100 Strategy
-----------------------------------------------------
👥 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
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E150 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #dream100
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