Free Daily Podcast Summary
The B2B Playbook: Daily Summaries Delivered
by Kevin Chen & George Coudounaris
Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to.We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry.If you’re in a B2B business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/Want more? Check out our weekly articles on https://theb2bplaybook.com/Remember, with the right plan, anyone can grow their business online!
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- Today54 min
#246: How to Build a B2B Community of 100k Members From Scratch
In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.We cover:His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you.Tune in and learn:How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin-----------------------------------------------------CHAPTERS:00:00 Intro00:42 Welcome and guest introduction02:29 From FedEx to fashion: Jared's early career03:56 Building the fashion magazine on zero budget09:49 Losing his job in Covid and starting on LinkedIn11:05 The DM group that became revgenius13:22 Direct market feedback and building relationships15:32 Relationship selling lessons from FedEx19:14 Long-term horizons vs short-term sales metrics22:01 How the market misread Predictable Revenue24:43 Ad break: B2B demand generation agency25:20 New reps, SDR roles, and lost resilience29:36 First principles and closed circuit selling31:16 Bringing fundamentals back to revgenius34:33 The goal: community media over another Pavilion38:19 Ad break: B2B incubator course39:31 Why Jared became a marketer43:56 One-to-one marketing and the dream list play46:13 Live market reports and the new media project49:49 Closing thoughts on people-driven business51:12 Wrap-up and outro
- 2 weeks ago21 min
#245: How to Scale Your B2B Marketing without a Huge Team (Be The Best - Stage 5 of the 5 BEs Framework)
In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.We cover:→ Why growth does not have to mean headcount growth, especially with AI in the mix→ How documented workflows and standard operating procedures save you time and remove guesswork→ Why consistency in voice, tone, and quality is what builds trust in the market→ Building lightweight playbooks anyone can follow for content, distribution, and repurposing→ Operationalizing systems across sales, customer success, and product, not just marketing→ Mapping content to the five stages of awareness on a regular cadence→ When to double down versus pivot using your leading and lagging indicatorsIf you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.Tune in and learn:→ How to turn your team's wins and workflows into repeatable assets→ Why simple systems can live in a spreadsheet before you ever need expensive tools→ How to build feedback loops between marketing, sales, and customer success→ Why you should use quarterly reviews to check alignment and adapt→ How to go from random acts of marketing to compounding growth driven by relentless execution-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be The Best framework1:00 Scaling without a bigger team1:55 Documenting workflows and playbooks4:10 Building consistency to earn trust6:15 Operationalizing across go-to-market teams7:45 Lightweight content playbooks9:45 Mapping content to the five stages of awareness11:45 Simple systems and not letting tools drive them13:00 When to double down vs pivot13:55 Using quarterly reviews to stay aligned15:55 Key takeaways and recapS08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
- 3 weeks ago20 min
#244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)
In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.We cover:→ Why the MQL is outdated and how chasing it misaligns sales and marketing→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity→ The leading metrics that signal you are moving in the right direction→ Why attribution is helpful but should never be treated as gospel→ The "how did you hear about us" trick for uncovering dark social and hidden content impact→ How to build marketing's credibility internally by tying activity to business goals→ What good reporting for leadership actually looks likeIf you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.Tune in and learn:→ Why quality engagement beats arbitrary lead scores and lead volume→ How to align leading and lagging metrics to your funnel and stage of growth→ Why you should be data informed, not just data driven→ How to get leadership to change their beliefs using real customer stories→ How to become a strategic advisor internally, not just the person dumping data into a report-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Better framework0:50 What Be Better focuses on1:35 The death of the MQL3:40 Leading vs lagging metrics6:20 Qualitative signals from your sales team7:00 Avoiding the attribution trap9:00 Be data informed, not data driven10:30 Building marketing credibility internally12:45 Getting leadership buy-in14:20 What good reporting for leadership looks like15:55 Key takeaways and recapS08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
- 4 weeks ago17 min
#243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026)
In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/
- Aug 16, 202618 min
#242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework)
In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution.We cover:→ Why even the best content flops without a smart distribution plan→ The "post and pray" mistake B2B teams make and how to think like a media company instead→ Getting seen in an AI-driven world where traditional SEO is shifting→ Organic vs paid distribution and when to use each→ Using paid media to amplify your best content, not just push product ads→ Category entry points and how to tie your brand to buying triggers→ Mapping content to the five stages of awareness so you meet buyers where they areIf you are a B2B marketer or founder creating great content that nobody sees, this episode is for you.Tune in and learn:→ Why distribution is just as important as content creation→ How to test organically and boost the winners with paid→ How to extract content from busy subject matter experts on a regular cadence→ How to find your category entry points through customer interviews→ How to run a simple, repeatable distribution rhythm even with a small team-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Seen framework0:45 Why great content flops without distribution2:50 Getting seen in an AI-driven world3:20 Organic vs paid distribution5:35 Using paid to amplify your best content6:00 Extracting content from subject matter experts7:45 Category entry points explained9:55 Finding entry points through customer interviews10:40 The rhythm of distribution11:10 The five stages of awareness framework13:20 Setting a consistent distribution cadence14:45 Key takeaways and recapS08 E242 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
- Aug 9, 202618 min
#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)
In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.We cover:→ Why helpful content beats hype content every time and how it builds real trust with your dream customers→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo→ How to extract content from subject matter experts without wasting their time→ Matching your content format to each stage of the funnel, from top to bottom→ Using the five stages of awareness framework to map content to where buyers actually areIf you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.Tune in and learn:→ Why demand generation is about solving real problems, not interrupting with hype→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights→ The right content formats for top, mid, and bottom of the funnel→ How to map content to the five stages of awareness, from unaware to most aware→ Why content is your most scalable trust building asset, not just a traffic tool-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Helpful framework0:45 Why helpful content beats hype content1:40 Nobody got fired for hiring IBM3:00 HubSpot as a trust-building example4:15 Extracting content from subject matter experts6:30 Matching content format to the funnel8:00 Repurposing webinars and pillar content9:30 The five stages of awareness framework12:30 Content as a trust-building tool14:00 Key takeaways and recapS08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
- Aug 6, 202613 min
#240: How to Define & Nail Your Ideal Customers in B2B (Be Ready - Stage 1 of the 5 BEs Framework)
In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works.We cover:→ Why deeply understanding your market is non-negotiable before any messaging or content goes out→ The 80/20 analysis for identifying the top 20% of customers driving 80% of your results→ How to run five to ten high value customer interviews the scrappy way, even on a small team→ Cataloging your market to know who is in market, who is out of market, and who is with who→ Segmenting down for precision so your content and campaigns feel one to one even at scaleIf you are a B2B marketer or founder relying on guesswork or third party personas instead of real buyer insights, this episode is for you.Tune in and learn:→ Why demand generation only works when it is rooted in real customer insights, not assumptions→ How to find and prioritize your dream customers using the 80/20 rule→ The right open ended questions to ask in customer interviews to uncover pain points and triggers→ How cataloging your market gives sales and marketing a shared playbook→ How niching down by triggers, roles, and use cases sharpens your outreach and messaging-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and why messaging needs deep customer understanding0:49 Why Be Ready is the non-negotiable first step2:05 The 80/20 analysis to find your dream customers3:35 Running effective customer interviews6:18 Cataloging your market and target accounts7:59 Niching down through segmentation9:59 Key takeaways and recapS08 E40 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
- Jul 30, 202611 min
#239: B2B Go To Market Strategy: Why Your Lead Gen Is Broken (and how to use the 5 BEs Framework)
B2B Go To Market Strategy: Why Your Lead Gen Is BrokenYour lead gen program is filling a CRM and burning your market at the same time.In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of building, this one is for you.We pull apart the gated ebook play every marketer gets asked to run, why it destroys buyer trust before sales ever picks up the phone, and what to do instead. Then we walk through the Five BEs framework - the flywheel we use to move a go to market motion from reactive chaos to something that scales.Tune in and learn:+ Why traditional lead gen produces MQLs that never convert+ What 95% of your market is doing while you chase the other 5%+ The difference between capturing demand and shaping future demand+ How brand marketing and demand marketing work together+ The five stages of the BEs framework and how they compoundIf you are a marketer in a small B2B team being asked for leads with no time, no budget, and no strategy behind it, start here.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 95% of Your Market Is Not Ready to Buy00:32 Welcome to the 15 Minute GTM Fix01:00 Why Lead Gen Is Broken in B2B Right Now01:20 Vanity Metrics and MQLs That Never Convert01:40 The Sales and Marketing Tension Nobody Fixes01:55 How Lead Gen Burns Your Own Market02:10 The Gated Ebook Play Every Marketer Gets Asked to Run02:35 What Happens When Sales Calls a Cold Ebook Download02:50 The Playbook That Keeps Destroying Buyer Trust03:05 Capturing Demand vs Shaping Future Demand03:25 Only 5% of Buyers Are In Market Today03:45 The Five Stages of Awareness Explained04:00 Brand Marketing vs Demand Marketing04:30 Why Holistic B2B Marketing Needs Both05:00 The Chaos Small Marketing Teams Live In05:30 Reactive Marketing Is Killing Your Pipeline06:00 Why Fundamentals Beat Tactics Every Time06:30 Five BEs Framework: Be Ready07:00 Be Helpful - Earning Trust With Content07:30 Be Seen - Amplifying to Your Dream Customers08:00 Be Better - Optimising With Data08:20 Be the Best - Future-Proofing Your Strategy08:40 Why Every Great Framework Is a Flywheel09:00 What to Expect From This Miniseries-----------------------------------------------------👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue so Sales and your boss actually respect Marketing?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more demand and revenue for your brand.See why 315+ B2B marketers love The B2B Incubator:👉 https://theb2bplaybook.com/demand-generation-course-----------------------------------------------------S08 E239 - The B2B Playbook-----------------------------------------------------#b2bmarketing #demandgeneration #b2bsales #revenueoperations #closedcircuitselling #linkedinads #b2bpodcast #gtmstrategy #demandgen #pipelinegeneration
About The B2B Playbook
Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to.We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry.If you’re in a B2B business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/Want more? Check out our weekly articles on https://theb2bplaybook.com/Remember, with the right plan, anyone can grow their business online!
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