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The B2B Playbook: Daily Summaries Delivered
by Kevin Chen & George Coudounaris
The B2B Playbook is a B2B marketing podcast for founders and small marketing teams who want marketing that turns into revenue. Every week George Coudounaris and Kevin Chen break down paid media and LinkedIn Ads, content, SEO, demand generation and sales and marketing alignment - what's working now, what isn't, and how to fix it without a huge team or budget.You'll hear our own frameworks - the 5 BEs and Closed Circuit Selling - plus operators like Aaron Ross (Predictable Revenue), Anthony Pierri and Asana's Matt Maynard. 240+ episodes in, with new ones every week.Want help putting it into practice?B2B marketing and LinkedIn Ads agency: https://theb2bplaybook.com/demand-generation-agencyThe B2B Incubator: https://theb2bplaybook.com/demand-generation-courseCRO School: https://theb2bplaybook.com/cro-schoolClosed Circuit Selling (the book): https://theb2bplaybook.com/closed-circuit-sellingWeekly newsletter: https://theb2bplaybook.com/newsletter
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- 6 days ago48 min
#252: Why Sellers Who Stop Chasing Meetings Hit More Quota - Jake Rivera
Your reps are booking meetings with people who were never going to buy this quarter.In this episode, we're joined by Jake Rivera, founder of the Cacheflow Collective and one of the pioneers of the fractional SDR space. Jake went from SDR to enterprise AE inside some of the biggest software companies in the world, building around $100M in pipeline and closing over $19M along the way. George Coudounaris and Adem Manderovic dig into how he prospects to find each account's buying window, instead of pushing for a meeting on every call.Jake explains why most of the deals he closed were already in market before he picked up the phone, how a three-step opener (research, insight, then a question that challenges the status quo) keeps cold conversations relevant, and why profiling a whole territory upfront lets one rep carry two or three quotas at once.Tune in and learn:Why most buyers you close were already in their buying window before you calledHow to open a cold call with research, insight and a status quo questionWhy cataloging your territory early helps you forecast and manage upHow fractional SDRs stack contracts and hit multiple quotasWhy the reason to follow up is your last conversation, never your productIf you lead an SDR team, or you're an SDR tired of the high-volume grind, listen to this before you set next quarter's activity targets.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course👤 Follow Jake Rivera on LinkedIn: https://www.linkedin.com/in/jake-r-4b1b63373/🤝 Check out Jake's community, the Cacheflow Collective: https://elevatetechsales.com-----------------------------------------------------WATCH on YouTube: https://www.youtube.com/watch?v=P8-Yps0wjvcSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Welcome to The B2B Playbook00:35 How fractional SDRs carry multiple quotas without burning out01:22 Meet Jake Rivera: from SDR to $19M closed02:59 The SDR churn problem that led to contract stacking06:11 High probability prospecting: most buyers were already in market08:47 Cascading questions and the catalog12:24 Why relevant context beats brand and product13:08 The three-step cold call opener: research, insight, question14:31 Why timing intel dies on the front line16:26 Why so few sellers reach the same conclusion19:03 Cataloging vs the meetings-booked metric21:12 Why rejection becomes market data22:30 Short-term vs long-term prospecting23:29 Catalog your territory so you can forecast25:18 Reverse engineer your quota26:48 How cataloging powers contract stacking28:25 The real reason to follow up29:20 Signals vs a live conversation33:13 Which industries this works in35:57 Using AI research tools to profile accounts37:15 Where the catalog data should live38:53 Getting front-line insight to product and marketing39:54 The AE to customer success handover gap41:58 Inside the Cacheflow Collective44:19 Final thoughtsWhy Sellers Who Stop Chasing Meetings Hit More Quota - The B2B Playbook
- 1 weeks ago1h 1m
#251: The New Way to Do Outbound in 2026 - Morgan J Ingram
AI made outbound easy to automate - so the reps who win now are the ones buyers actually trust.In this episode, we're joined by Morgan J Ingram, who went from one of the lowest-performing SDRs at Terminus to training more than 50,000 B2B sellers, and now runs AMP Social. George Coudounaris and Adem Manderovic dig into what outbound is really for when anyone can send a thousand messages, and what to do with the prospects who aren't buying today.Morgan shares the 30-second cold call that turned his career around, why AI is a mirror that only amplifies what you already know, and why he thinks the best sellers are heading back to the field - events, in-person meetings and old-school "street reach".Tune in and learn:The 3 traits every great rep needs: magnetic, intuitive and consistentWhy meetings-booked targets stop reps asking the questions that matter3 ways to turn sales conversations into marketing and product insightWhy SDR-to-AE conversion is the metric sales leaders should be watchingHow to move buyers from digital, to in person, to textIf you lead a sales or SDR team and your outbound is getting louder but not landing, listen to this before your next pipeline review.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course👤 Follow Morgan J Ingram on LinkedIn: https://www.linkedin.com/in/morganjingramamp/-----------------------------------------------------WATCH on YouTube: https://www.youtube.com/watch?v=mnOjjyRqCiASUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Welcome to The B2B Playbook00:35 Would you take a demo from an AI seller?01:25 Meet Morgan J Ingram: from struggling SDR to 50,000 sellers trained04:12 Why Morgan never wanted to be in sales07:23 The 30-second cold call that changed everything10:13 How new SDRs learn the buyer's world fast13:56 AI is a mirror: zero times a thousand is still zero16:19 The 3 traits of great sellers: magnetic, intuitive, consistent18:48 Why trust is the most valuable currency in sales20:28 Sell like a doctor: what being intuitive really means21:48 Do meetings-booked targets kill good discovery?26:26 The SDR-to-AE metric most sales leaders ignore28:50 3 ways to feed sales insights back to marketing32:17 Getting buyer feedback to product and customer success36:08 Gen Z, loneliness and the drop in critical thinking39:48 Dead internet theory and what it means for sellers43:22 Why elevating trust is the only daily goal that matters45:50 Digital, then in person, then text: the new outbound path46:53 Will buyers start choosing local vendors?48:02 The rise of the field SDR49:51 Street reach and deal boxes: old-school tactics coming back53:27 Do we still need the SDR and AE split?55:19 What cutting a whole SDR team really costs57:31 Morgan's final advice: have fun sellingThe New Way to Do Outbound in 2026 - The B2B Playbook
- 2 weeks ago34 min
#250: How to Master LinkedIn Ads Frequency Caps (Step-by-Step)
In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.We cover:How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.Tune in and learn:Two quick diagnostics to spot a frequency problem, why 7 day audiences beat 30 day ones, a hack for the engagement objective, and how to make sure you're actually reaching the decision makers.-----------------------------------------------------🔗 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 Intro1:23 The Five B's framework refresher2:56 Why LinkedIn frequency caps matter right now8:51 How many impressions does it take to be remembered?10:23 The ideal frequency range11:37 LinkedIn's native frequency caps and their limits13:38 Diagnostic: do you have a frequency problem?15:46 How to build a company level frequency cap18:36 Why 7 day audiences beat 30 day audiences21:10 Adapting your thresholds to your ICP23:18 A frequency hack for the engagement objective25:04 When to hand engaged accounts to sales26:22 Diagnostic: check impressions by job title27:37 Tools like Fibbler and Factors AI29:30 OutroHow to Stop Big Companies Eating Your LinkedIn Ads Budget - The B2B Playbook
- 3 weeks ago39 min
#249: How to Build a Feedback Loop Between B2B Sales, Marketing, and CS
In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.We cover:Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you.Tune in and learn:How to swap status updates for insights that actually change your go to market motion, why closed lost deals deserve as much attention as wins, and how a blended scorecard gets every team working toward the same pipeline.-----------------------------------------------------🔗 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/ -----------------------------------------------------Timestamps:0:00 Intro2:44 The Five B's framework refresher3:46 Turning your sync meeting into a feedback loop4:46 Why sales and marketing alignment matters more now9:12 Why sync meetings turn into to do lists10:39 Swap updates for dashboards and closed loops14:42 Does marketing need to prove its value to sales?18:02 Closing the loop with customer success and closed lost deals19:31 What info should flow between sales, marketing and CS22:46 Getting aligned on ICP and key accounts24:21 Using AI note takers without losing the human touch25:29 Tip: ask AI for direct quotes with timestamps26:27 Tip: use templates and cap your action points27:27 How measurement and incentives break alignment32:49 Do SLAs between teams actually help?33:27 One dashboard with clear owners35:19 OutroWhy Your Sales and Marketing Alignment Meeting Isn't Working - The B2B Playbook
- Oct 4, 202627 min
#248: Stop Using B2B Lead Scoring. Do THIS Instead.
In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.We cover:→ Why lead scoring answers a much narrower question than most teams think→ How individual contact scores miss the whole buying committee→ Why engagement looks like intent when the real blocker is timing→ What cataloging the market is and how to run it→ How to use a simple score as an overlay, not the operating modelIf you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.Tune in and learn:→ The data you actually need before a scoring model means anything→ The questions that surface vendor, contract renewal and circle back permission→ How to build one shared account map for marketing and sales→ Where SDRs fit into the cataloging motion→ How to feed sales and CS feedback back into your scoring over time-----------------------------------------------------🔗 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 lead scoring breaks0:46 Today's topic: does lead scoring actually work1:15 George heads to Greece for a family wedding2:06 Live translation in an incubator consultation3:17 The 5 P's framework explained4:29 What we're covering this episode4:54 B2B buying is account based and committee led6:15 Lead scoring answers a very narrow question8:28 Why lead scoring breaks and splits sales and marketing9:49 Do you even have enough data to score leads11:15 The B2B Incubator12:06 What you should actually do with lead scoring data13:12 What cataloging the market means14:29 Building the account view: intent, timing, blockers16:06 Use scoring as an overlay, not the operating model18:06 Review false positives and missed opportunities18:47 Our demand generation agency19:26 Working backwards from closed won deals20:32 One to one conversations and the SDR role21:55 Key takeaways
- Sep 28, 20261h 2m
#247: How This Unknown Startup Landed Enterprise Whales (B2B Marketing & Sales Secrets)
In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.We cover:Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you.Tune in and learn:How David went from complete travel-industry noobs to winning major enterprise deals, why he builds minimal lovable products and iterates fast, and how he uses analytics and third-party interviews to uncover what customers really think.-----------------------------------------------------🔗 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/ -----------------------------------------------------Timestamps:0:00 Building for a real problem, not chasing one7:17 Landing enterprise whales as an unknown startup14:37 Scrappy growth: content, PR, podcasts and referrals20:15 Making marketing serve sales and stickiness26:07 Staying close to the customer to build a better product32:15 Hiring, phone calls and AI in modern selling41:29 Niching down vs. creating a new category50:30 What Ricochet does and why it exists58:12 Wrap-up and the Grow Forum community
- Sep 20, 202654 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
- Sep 6, 202621 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
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About The B2B Playbook
The B2B Playbook is a B2B marketing podcast for founders and small marketing teams who want marketing that turns into revenue. Every week George Coudounaris and Kevin Chen break down paid media and LinkedIn Ads, content, SEO, demand generation and sales and marketing alignment - what's working now, what isn't, and how to fix it without a huge team or budget.You'll hear our own frameworks - the 5 BEs and Closed Circuit Selling - plus operators like Aaron Ross (Predictable Revenue), Anthony Pierri and Asana's Matt Maynard. 240+ episodes in, with new ones every week.Want help putting it into practice?B2B marketing and LinkedIn Ads agency: https://theb2bplaybook.com/demand-generation-agencyThe B2B Incubator: https://theb2bplaybook.com/demand-generation-courseCRO School: https://theb2bplaybook.com/cro-schoolClosed Circuit Selling (the book): https://theb2bplaybook.com/closed-circuit-sellingWeekly newsletter: https://theb2bplaybook.com/newsletter
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