Episódios
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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??)
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🔹 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 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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Check out: https://theb2bplaybook.com/demand-generation-course
S06 E160 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo
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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
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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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Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E159 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo
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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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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
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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
-
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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.
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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
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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 E156 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
-
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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.
-----------------------------------------------------
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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
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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
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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
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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.
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Check out: https://theb2bplaybook.com/the-b2b-incubator
S06 E154 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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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.
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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
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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/the-b2b-incubator
S06 E153 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
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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.
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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
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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 E152 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution
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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!
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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
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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 E151 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen #webinar
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
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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!
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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
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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 E150 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #dream100
-
Are you overcomplicating Demand Generation? We've been in the B2B marketing game for a while now, and if there's one thing we've learned, it's that we marketers love to overcomplicate things. Demand generation is no exception.
But here's the truth: at its core, demand generation is about building relationships and solving real problems for your customers. It's not rocket science, but it does require a strategic approach.
Founder of The B2B Playbook George Coudounaris appears as a guest on The Marketing Woman Show to share the fundamentals of demand generation, cut through the jargon, and give you a actionable frameworks that you can start implementing today.
Tune in and learn:
+ What Demand Generation Is (in simple terms)
+ Our favourite Framework for creating your Demand Gen strategy
+ Tips for getting started with Demand Gen
Whether you're a seasoned B2B marketer or just starting out, understanding demand generation is crucial for sustainable business growth. So, let's dive in and demystify this often misunderstood aspect of B2B marketing.
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-----------------------------------------------------
00:00:00 Welcome & Introductions
00:00:44 What is Demand Generation?
00:03:18 Demand Capture vs. Demand Creation
00:05:50 The Pitfalls of Lead Generation
00:07:40 The Role of Content in Demand Generation
00:10:17 Effective Content Mapping Strategies
00:12:52 Storytelling: A Powerful Demand Gen Tool
00:14:55 Building Trust Through Customer Advocacy
00:17:34 The 5 BEs Framework Overview
00:20:00 Be Ready: Understanding Your Customer
00:22:50 Be Helpful: Creating Relevant Content
00:25:45 Be Seen: Effective Distribution Channels
00:27:50 The Role of AI in Content Repurposing
00:31:09 Advice for New Marketers
00:35:20 ABM vs. Demand Generation
-----------------------------------------------------
👥 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 E148 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing
-
You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level.
Otherwise you’re just constantly trying to fill a bucket with holes in it.
So many organisations don’t have a smooth onboarding process to ensure the customer sticks around. Even fewer know how to look for expansion opportunities to win more revenue from existing customers.
Today we’re showing you how to do exactly that.
Tune in and learn:
+ How to setup customer success to reduce churn
+ The checklist you need prior to going ‘live’, and what to include in your commercial deal pack
+ How to look for opportunities for revenue expansion
This is the final part of our mini-series with 7x ex-head of sales, Adem Manderovic. We’re combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.
-----------------------------------------------------
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 Creating an End-to-End Business Growth Engine
02:28 Recap: Building Your Growth Framework
05:14 The Importance of Live Quoting Days
07:10 Ensuring Commercial Viability in Deals
09:00 Streamlining the Onboarding Process
11:10 Leveraging Customer Relationships for New Opportunities
13:00 The Power of Referrals in B2B Growth
14:30 Bringing Back Common Sense in Business Development
16:00 Solving Sales, Marketing, and Customer Success Misalignment
16:31 Accessing the Full Mini-Series and Additional Resources
-----------------------------------------------------
👥 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 E148 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
You've finally got your target customer to a meeting. It's taken even more touchpoints than research says it should. How do you make sure you don't screw it up?
How can you maximize your chances of winning their business?
And once you've won it, making sure it gets past legal, finance - and to make sure they stick around as a happy customer?
Today we're taking you through what you need to cover so you can nail your demo, live quoting day, or however else it is you're meeting with your target customer.
This is part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.
Today we are sharing step 3 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.
Step 3 is all about maximizing your chances of winning a deal.
Tune in and learn:
+ Why mega deals are the gold standard for business growth
+ Essential components for deal success, including market cataloging and objection handling
+ How to adapt mega deal strategies for smaller contracts
If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.
-----------------------------------------------------
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 Secrets of Mega Deals
02:10 Why Mega Deals are the Gold Standard
03:40 Essential Components for Deal Success
05:50 The Power of Live Quoting Days
07:20 Introducing Your A-Team to Clients
08:40 Aligning Expectations and Overcoming Objections
10:20 Navigating Legal and Credit Processes
11:50 The Commercial Pack: Sealing the Deal
13:20 Adapting Mega Deal Strategies for Smaller Contracts
14:40 Key Benefits of Partnership Alignment
15:30 The Importance of Customer Success Planning
16:10 Wrapping Up: Next Steps in the Framework
-----------------------------------------------------
👥 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 E147 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won’t let them down, that you will deliver the outcomes expected, and that they won’t regret their decision for choosing your company.
Companies that are focussed on ‘selling the meeting’ don’t build trust. In an effort to look for the ‘needle in the haystack’ that’s willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months?
Doesn’t build a great deal of trust does it?
(We go deep into the problems with ‘selling the meeting’, the Predictable Revenue modelling and why it’s hurting your business in pt.1 of our mini-series).
But how do you build trust? Is it through content? Events? Ads?
We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine.
Today we are sharing step 2 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.
Step 2 is all about building relationships with your target customers and getting them to buy from you.
Tune in and learn:
+ Why trust is essential to your revenue engine
+ The 4 components to building trust
+ How to accelerate the trust building process
If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.
-----------------------------------------------------
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 Ultimate Business Growth Engine
02:00 The Power of Targeted Marketing: Setting Up for Success
04:40 Building Bridges of Trust: The 5 Stages of Awareness
08:10 Real-Life Example: How Content Drives Purchasing Decisions
11:30 Next-Level Content: Making Lives Better Beyond Your Product
14:00 The Secret Recipe for Overcoming Objections
17:10 Distribution Tactics: Getting Your Message to the Right People
20:20 One-to-One Interactions: The Art of Personalized Selling
23:40 Shortening Sales Cycles: The Power of Education
26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed
-----------------------------------------------------
👥 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 E146 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?
We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.
The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.
To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.
It gets sales, marketing and customer success to all play on the same team.
Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.
Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.
Tune in and learn:
+ How to define your next best market
+ How to reposition your business to make it a 'no brainer' for future customers
+ How to prioritize your next targets by cataloguing the market
If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.
-----------------------------------------------------
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 Welcome to the B2B Playbook: Creating a Business Growth Engine
01:28 Why Understanding Your Best Market is Crucial for Success
03:41 The Four-Step Process to Drive Better Commercial Outcomes
05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule
08:40 Step 2: Deep Dive into Customer Understanding
11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients
13:50 The Power of Direct Customer Interviews vs. Data Analysis
16:20 Step 3: Updating Your Positioning and Messaging
17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales
20:20 The Benefits of Building Relationships Through Market Research
22:08 Wrapping Up: The Foundation for a Successful Growth Engine
-----------------------------------------------------
👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 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 E145 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
Are you struggling to acquire new customers profitably? Do you have a bloated sales team that are trying to find the needle in the haystack? Are customers churning after being sold a dream you can't deliver on?
You may have been setup to fail with a sales-led model that just won't work for your business as you scale.
To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.
It gets sales, marketing and customer success to all play on the same team.
Tune in and learn:
+ The end-to-end process for building a growth engine
+ Why the predictable revenue model has set you up to fail
+ Why marketing aren't able to do real marketing
If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.
-----------------------------------------------------
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 Introducing the Mini-Series on Business Growth
01:10 Meet Adam Manderovic: 7x Head of Sales
02:10 The Gap in B2B Go-to-Market Strategies
03:40 Revolutionizing Sales Proposals with Animations
05:00 Aligning Marketing and Sales for Revenue Growth
06:40 What is a Business Growth Engine?
08:10 The Impact of Venture Capital on Marketing Metrics
09:50 The MQL Trap: Why Traditional Lead Gen Fails
11:30 Lost Marketing Fundamentals in B2B
13:10 The 5 Stages of Buyer Awareness
14:30 Targeting the 97%: Beyond Active Buyers
15:40 The Reality of Your Addressable Market
16:50 Why Only 0.6% of Your Market is Accessible
17:50 The Loss of Key Business Development Skills
18:40 Bringing Back Commercial Acumen to Marketing and Sales
-----------------------------------------------------
👥 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 E144 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
We’ve shared our 5 BEs Demand Generation Framework with you in over 140 episodes of The B2B Playbook. That’s our ‘free, easy’ way for marketers to get started learning about what a Demand Generation program should really look like.
But working out exactly how to implement a Demand Generation engine in your business is going to take time and considerable effort – often outside of your regular working hours.
Even if you set out with the best intentions, Demand Generation programs are often interrupted by day-to-day requests and activities and get pushed down the priority list. But the truth is – until you have a Demand Generation program running for your business, your marketing will forever be reactive. You will never get off that hamster wheel. And you’ll never consistently contribute to pipeline.
That’s why Kevin and I created our Demand Generation Course – The B2B Incubator. In this program, we give you the strategy, templates and tools to build your own Demand Generation engine in 12 weeks. The feedback has been amazing, and we’re so proud of the results our marketers are driving from the program (but more on that later).
Today we’re going to share more about our Demand Gen Course, The B2B Incubator to help you decide if it’s right for you or not.
Tune in and learn:
+ The end-to-end process for building a demand generation engine
+ Why B2B Marketing Managers, CMOs, Consultants and Demand Generation specialists love our program
+ Why you should document your demand generation engine in-house
If you're keen to learn more about demand generation and want the strategy, templates and tools to do it - watch this episode to see if our course is right for you.
-----------------------------------------------------
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 Unlock Your Demand Gen Engine in Just 12 Weeks
03:00 The 5 B's Framework: Your Secret Weapon for B2B Success
06:00 Why Most B2B Marketers Struggle (And How to Fix It)
10:00 Inside the B2B Incubator: Your Roadmap to Revenue Growth
14:00 From Reactive to Proactive: Transforming Your Marketing Approach
18:00 The 3-Part Strategy to Dominate Your Market
22:00 Crafting Content That Converts: Our Proven Formula
26:00 Measuring Success: The Metrics That Really Matter
30:00 Scaling Your Demand Gen Engine: Paid Media and ABM Tactics
34:00 Real Results: What Marketers Say About the B2B Incubator
37:00 Why In-House Demand Gen Trumps Outsourcing
40:00 Your Next Steps: How to Join the B2B Incubator
-----------------------------------------------------
👥 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 E143 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
-
We sat down with Alan Hale, president of Consight Marketing Group, to discuss the importance of voice of the customer (VOC) research for B2B companies. Alan is a true expert in the field, and he shared his insights on why customer obsession should be the North star for any business.
According to Bain & Company, only 21% of B2B companies identify and act on customer insights. That's a shockingly low number, and it's one of the main reasons why so many businesses fail to succeed in the marketplace. VOC research allows you to make better business decisions, minimize the risk of failure, and differentiate yourself from the competition.
Alan breaks down the right way to conduct VOC research, emphasizing the importance of taking an outside-in approach and truly understanding your customers' needs, pain points, and expectations. He also highlights the limitations of relying solely on surveys and why qualitative research is crucial for gaining deeper insights.
Tune in and learn:
+ The 80/20 rule: Why you should focus on your best customers
+The 10-30-90 rule: Continuous customer touchpoints for success
+ Practical examples of how VOC research has helped businesses thrive
Whether you're a marketer, business owner, or anyone interested in understanding your customers better, this episode is a must-watch. Alan's wealth of knowledge and real-world examples will open your eyes to the power of customer obsession and the potential pitfalls of marketing malpractice.
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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 Marketing Malpractice: The Shocking Truth About B2B Companies
00:05:10 The Importance of Voice of the Customer (VOC) Research
00:10:20 Taking an Outside-In Approach: Putting Customers First
00:15:30 The Right Way to Do Voice of the Customer Research
00:20:40 Why Surveys Alone Aren't Enough for VOC Research
00:25:50 The 80/20 Rule: Focus on Your Best Customers
00:31:00 A Practical Example: Helping a Company Enter the U.S. Market
00:36:10 The Power of Customer Obsession: Closing the Loop
00:41:20 Overcoming Objections: Why VOC Research Is Worth It
00:46:30 The Importance of Getting Buy-In from Customers
00:51:40 The 10-30-90 Rule: Continuous Customer Touchpoints
00:56:50 A Red Flag Example: Saving a Major Account
01:02:00 Key Takeaways: Customer Obsession Is the Path to Success
-----------------------------------------------------
👥 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 E142 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #voiceofthecustomer #voc #customerresearch
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