Shows
The B2B Playbook#168: How to Segment the Market for an Outsized Impact in B2B - PLUS the one thing most companies don't do afterWe all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply understand it and build trust with it.You'll learn how to:+ Identify your best-fit customers+ Build a roadmap of their buying journey+ Find out who is in-market vs out-of-market...2025-01-2740 minThe B2B Playbook#157: Building a High-Impact Demand Generation Framework - George Coudounaris as a guest on DenaveStop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn 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...2024-10-0659 minThe B2B Playbook#149: Are You Overcomplicating Demand Generation? Here's how to simplify it (George Coudounaris on TMW)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...2024-08-111h 21The B2B Playbook#143: Should You Take Our Demand Generation Course? Who it's for, outcomes and moreWe’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...2024-06-3045 minThe B2B Playbook#127: How to Start & Grow a B2B Podcast for your Company or Personal Brand - lessons from $1million+ pipelineThinking of starting a B2B podcast for your company or personal brand? Or running one but you it's not achieving the goals you wanted it to? With 130+ episodes in the bank and over $1million+ in pipeline generated from their podcast, hosts of The B2B Playbook Kevin Chen and George Coudounaris share all the things they wish they knew before getting started.Because let's face it, it wasn't all sunshine and rainbows!Many of these questions have been sourced directly from the audience - so it's likely your question has been covered! 2024-03-1045 minThe B2B Playbook#125: B2B SaaS Demand Generation: Q&A | George Coudounaris hosted by Factors.aiHow can B2B SaaS companies drive long term revenue with Demand Generation? What gaps do most have in their strategy? How can they execute this strategy with so few resources?This week George Coudounaris sits down with Factors.ai to share The B2B Playbook's Demand Generation Framework - The 5 BEs Framework. He also answers questions from the audience on practically applying this framework, as well as any tips in executing it. Tune in and learn:+ the 5 BEs Framework for demand generation+ how to build...2024-02-2558 minThe B2B Playbook#121: Our Simple 3 Step Demand Generation Strategy for 2024 | George Coudounaris on the Execution Matters ShowDemand Generation is the strategy that B2B organisations need to scale their businesses effectively. But when you ask marketers what demand generation means, you get so many different answers. In this interview, Founder of The B2B Playbook, George Coudounaris, gives away their simple 3 Step Strategy for Demand Generation. We also go into topics like:+ how to create and capture demand+ the strategy you need to drive more demand+ how you can do this in an efficient way with limited resourcesPLUS at the end we share some...2024-01-2841 minThe B2B Playbook#115: Mastering B2B Paid Media in 2024 - Adaptation and Strategy in a Changing LandscapeChange is the only constant. That's more true than ever in demand generation marketing.Thankfully, there's an easy way to stay on top of these changes and thrive, not just survive!In this week's episode of The B2B Playbook, join George Coudounaris and Kevin Chen as they delve into the ever-shifting paid media landscape of digital marketing. Discover how understanding these changes is crucial for your marketing strategy and how applying The 5 Be’s Framework with its evergreen concepts can help you not only understand but master these shifts in the digital world....2023-11-2619 minThe B2B Playbook#100: Drive More Pipeline & Revenue for your B2B Company in 12 weeks | With Limited Time & ResourcesIf you're a B2B marketer with limited resources, in a small team and you're struggling to drive pipeline and revenue for your business - keep reading! SEE THE PROGRAM: https://theb2bplaybook.com/the-b2b-in...In this episode, we share the details of our 12 week program - The B2B Incubator.It gives you: - The strategy- The templates- The toolsAND live Q&As with B2B expert George Coudounaris ...2023-08-1324 minThe B2B Playbook#89: Be Better - Collecting & Acting on Customer Insights - Case Study of The B2B Incubator (How we're doing it)📺 The best B2B marketers collect and ACT on customer insights. But how do you actually do it? In this episode, we show you first HOW to conduct a customer interview, and then how we use those insights to adjust our marketing strategy and tactics. You'll also learn about how our demand gen program 'The B2B Incubator' has helped marketers in small teams.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If...2023-06-0440 minThe B2B Playbook#88: Taylor Bogar - Turn Customers into Advocates: Unlocking the Power of Customer Advisory Boards (CABs) to Grow FasterCABs, Customer Advocacy Boards.Little known wonders of the B2B marketing toolkit.While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!You ca...2023-05-281h 01The B2B Playbook#87: Be Better - Creating Demand With A New Channel - Starting From Scratch With YouTubeWe've created demand for The B2B Incubator using our podcast and LinkedIn from the ground up. It's now delivering regular pipeline and revenue for us. But we want to prove that we can do it again, so we're starting from scratch on YouTube!In this episode we show you how we're building our YouTube channel. We're just getting started, so we're sharing our results so far and our plan to grow. Key to this episode is a framework for creating demand that you can apply to any channel. We talk about key principles like...2023-05-2146 minThe B2B Playbook#86: Tim Reid - Why Helpful Marketing is the Best Marketing To Grow Your B2B Brand (and how to do it!)It’s a monumental episode!We have such a special guest on the show this week.The GODFATHER of helpful marketing. Someone who has provided a significant amount of inspiration to us in our own journeys.This week we chat with Timbo Reid, as he shared with us what being helpful in marketing really means and how to go about it and stick at it.There’s a few great stories in there and is a timely reminder to all of us the power of being helpful, even as we’re deep i...2023-05-1457 minThe B2B Playbook#85: Katie Ray - Build an Engaged Community For Your Brand (How to) | Where to Start, how to SCALE, how to MeasureCommunity. Can’t live with them, can’t live without them.And they’re a hell of a nut to crack to build a successful one in any case!Thankfully we were able to get Katie Ray onto the show this week to give us a masterclass on all things community!She shared with us some important foundations to put in place, as well as how to manage the unpredictability of growing a community.It’s a very helpful episode for those of us in the business of building a community to help...2023-05-0759 minThe B2B Playbook#84: Michelle J Raymond - Social Selling Demystified and Growing With LinkedIn Company PagesWhile we’re on the topic of optimising…How’s your LinkedIn personal and company pages looking?Chances are, it’s not getting that much love. If it is, are you struggling with how to take it to the next level, while making sure you’re growing but not alienating potential customers?How do you even build a genuine relationship anyway on LinkedIn? All you seem to see are sales pitches in DMs after some nondescript messages and ads from various brands.Well that’s why we’re having Michell...2023-04-3055 minThe B2B Playbook#83: Jess Cook - B2B Content Marketing that Drives Demand: Strategy, Process & Tips from the Best in the BusinessContent marketing comes down to standing out and building trust. But it’s easier said that done more than most things in our B2B marketing lives!So this week we got a true expert in Jess Cook to tell us all about what successful content marketing looks like.There’s so much value in what she says about how to start and where to go from there to keep scaling, even how to use those pesky AI tools that’s everywhere all of a sudden!-----------------------------------------------------SUBSCRIBE to our ch...2023-04-2355 minThe B2B Playbook#82: Justin Rowe - How To Use LinkedIn Ads To Fuel Your B2B Growth | FRAMEWORK to Copy, Mistakes To AVOID, & moreYou’ve probably tested LinkedIn ads, but not like this…We’re speaking with a true expert on them this week. And as usual, we’ve zero’ed in on someone who’s being helpful with their expert content!Justin Rowe takes us through his thoughts on how to make LinkedIn ads a success for any business, by thinking about it as an amplifier of your marketing ecosystem and not just another channel.Who knows, you might just find that scale we’re all after these days!You can find more...2023-04-1658 minThe B2B Playbook#81: Ricky Pearl - Mastering Outbound Marketing & Sales | Evergreen Framework & Tips to Reach Customers FASTYour sales team responsible for outbound?Wonder if it should sit within your marketing team’s remit?Well we think they’re part of the same growth engine and should definitely sit together! Even if the division of labour isn’t as clean.This week we have a helpful expert on outbound join us to discuss exactly what effective outbound looks like and how marketing and sales can and should work together to get it right.At the end of the day, it forms an important part of the ov...2023-04-101h 13The B2B Playbook#80: Bryan Williams - Unlocking The Power of Partnerships: Grow Your Revenue by Building Curated Partnership EcosystemsA special guest this week.Bryan Williams joins us to discuss all things partnership!We’re lucky to have him on the show. He is the founder of Hockey Stick Advisory, through which he helps tech businesses grow and scale by building curated partnership ecosystems and previously led Xero’s partnership ecosystem across AU and NZ. So he definitely knows what he’s talking about!Beyond that, he’s just a nice guy to chat to!We get his insights on what a model partnership looks like and whether...2023-04-0245 minThe B2B Playbook#79: Building Your B2B Demand Generation Engine | George Coudounaris on The LinkedIn B2B Growth PodcastWe've taken a quick break from 'Be Better' to bring you George Coudounaris' interview from the The LinkedIn for B2B Growth show. It's not just because he loves the sound of his own voice...... it's because he talks in-depth about:What is demand generation?What are the key benefits of demand generation marketing?Is demand generation marketing a short-term or long-term play?How can B2B Marketers build a demand engine?Tips for choosing the best format type and platformYou can find more helpful content and resources at theb2bplaybook...2023-03-2633 minThe B2B Playbook#78: Be Better - Get 20x More Eyeballs On Your Content With Our Advanced Repurposing FrameworkStill struggling to keep up with content creation?Even with a system in place, new channels and their content requirements can quickly blow out your workload.We’re here to help, particularly you small business marketers!We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the be...2023-03-1930 minThe B2B Playbook#77: Be Better - The 6-Step Storytelling Formula to Captivate Your Customers and Stay MemorableScale can be a problem in itself..As your business grows, the mission gets fuzzy and the brand gets harder to explain.That can happen internally and externally.It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder!If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential customers to understand your value?That’s where revisiting your storybrand comes in.2023-03-1231 minThe B2B Playbook#76: Be Better - How To Use A.I. Tools Like Chat GPT To Improve Your B2B Marketing WorkflowNot another piece of content about Chat GPT!Well it is, but hopefully not one to make you either imagine riches or worry about your job!It’s inevitable that such AI tools will become a part of your workflow, if it hasn’t already. But B2B marketers, don’t worry. We have some good news.It probably means even more work for you! And it’s easy to understand and utilise them if you know where they slot in in our 5 Be’s Framework.The fundamentals haven’t ch...2023-03-0542 minThe B2B Playbook#75: Be Better - Meet Your Revenue Targets With Deal Expansions & RenewalsRetaining an existing customer is cheaper…That’s the common saying, and it’s certainly true.We’re going to run you through how to make that the case by working on deal expansion and retention.We’ll talk about specific examples of how to do this and ways to measure the success of your efforts.Links Mentioned:Harvard Business Review Article RE RetentionEp 72 - Previous Measurement EpisodeArticle on customer retention formulaYou can find more helpf...2023-02-2632 minThe B2B Playbook#74: Be Better - How Marketers Should Analyse Their Pipeline To Maximise Revenue and 6 Ways To Improve ItThings look rosy…Leads are up, steadily scaling. You’re well on the way to hitting your targets.Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business.This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves.So let’s talk about how we can avoid that and get ahead of the trend!This week, we talk about ways to look at and improve your...2023-02-1941 minThe B2B Playbook#73: Be Better - Is It Time To Test A New Channel? When and How To Do itEver feel like there’s a new paid channel to test every week?Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel?As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ads you could consider now that you’ve got a few paid ads successes and failures under your belt....2023-02-1231 minThe B2B Playbook#72: Be Better - The 3 Tiers of Reporting Every Demand Marketer NeedsA very common question we get: how do we show the value of marketing.It comes up all the time in house.For those of you who have dabbled with agency life, you’ll know this is one that’s not far from conversations with clients either.Well let’s talk about how to do it effectively for B2B businesses, so as not to hamper growth!Check out how the 3 tiered approach works and help you with exactly that.You can find more h...2023-02-0526 minThe B2B Playbook#71: Be Better - The 2 Types of Email Marketing You Need To Do, And How To Optimise ThemAnother email notification.Another newsletter that quickly goes in the bin folder.That’s what we all want to avoid when it comes to our own emails we send out!So we’re talking about how to level up your EDMs to avoid that scenario.And it’s pretty easy actually! A lot of the groundwork is already there.In this episode we go through some helpful tips and a quick framework to help reset the mindset on EDMs to make y...2023-01-2936 minThe B2B Playbook#70: Be Better - Understanding & Leveraging CRMs, CDPs, & DataWalk the walk!We’re all about documenting our own journey in growing our B2B podcast and incubator, while we’re sharing the framework we’re using to do so.The aim is to help you do the same!This week, we’re covering how you can better leverage your data and tech stack to optimise your marketing practice.We cover some common definitions before jumping into some common use cases and a key guiding principle you might be familiar with!You...2023-01-2243 minThe B2B Playbook#69: Be Better - How To Leverage Partners & Affiliates To Grow TogetherDream 100.Remember that great concept we talked about all those episodes ago, way back in season 1?!Well now it’s time to leverage that concept when making the most of affiliates and partnerships!This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about getting these going.You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and...2023-01-1527 minThe B2B Playbook#68: Be Better - Improve Your Content & Creative With CRO & A/B TestingIt’s all about 1% better a day.Or is it?Although we see the value of that work, even in our personal lives, we think you should be making bigger swings in B2B marketing to get the growth and scale you want.Because chances are you don’t have the data in your growing B2B business to make the 1% worth the work.HOWEVER.If in applying the 80:20 principle, you determine it is worthwhile, then make sure to check out...2023-01-0847 minThe B2B Playbook[repost]: How To Grow Your Personal Brand & Company Like Mason CosbyAll marketers should be thinking about their personal brands in 2023. So we're reposting another special episode this week.This week we had a special guest who personifies being helpful.Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis!And it’s doing wonders for his own career and the growth of his employer!So you can have your...2023-01-011h 02The B2B Playbook[repost]: The 5 Types Of Helpful Content You Need To Create [repost]Happy Holidays everyone! This week, we're bringing you one of our favourite episodes to comfort you in your food coma. In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through.This will help you ensure you’re being helpful along the way!So tune in to this week’s episode for some great tips to get going on your “be helpful” content journey!You can find more helpful content and reso...2022-12-2628 minThe B2B Playbook#67: Demand Generation, 5 BEs Framework | George Coudounaris on the Levels PodcastWe're taking a quick break for 'Be Better' to bring you George Coudounaris' interview from the Levels podcast. It's not just because he loves the sound of his own voice...... it's because he talks in-depth about:Demand generationHow small businesses can see if it's right for themHow to get startedHow they can use our 5 BEs Framework to implement it in their businessPodcast hosted by Picup Productions. You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary...2022-12-181h 01The B2B Playbook#66: Be Better - Reporting Part 2 - Understanding How To Take Reporting To The Next LevelWhile George hit a big birthday and is sulking about the lack of attention such a big occasion garnered, Kevin didn’t even get an invite!Thankfully reporting in B2B marketing shouldn’t cause you anywhere near as much drama!This week, we’re continuing to deepdive into how to improve your reporting by looking at some common topics that come up when it comes to reporting on B2B marketing activities.We talk about our approach to funnels, sales and marketing alignment, attribution and much more.You ca...2022-12-1142 minThe B2B Playbook#65: Be Better - Reporting Part 1 - A Reporting Framework To Always Be OptimisingWe’re getting into the details of Be Better this week.We’re starting with an important one to get right and continue to improve over time: Reporting.If you’re wondering how to improve your reporting, or maybe feel like your marketing function is a little siloed within the business, then this and the following episode will help you!We talk about how to approach optimising reporting and what to do specifically, now that your reporting has foundations and need to keep up with a growing business.Links To Resources Mentio...2022-12-0423 minThe B2B Playbook#64: Be Better - How B2B Marketers Can Systematically Level Up Their OptimisationsBreaking news! Kev’s not going to be around next year!Well just not around physically in Australia for much of the year. As he makes a bit of a tour of Europe while working remotely.But don’t worry, the show will go on!Much like how this episode, we’re going onto Be Better! The fourth stage of the 5 Be’s framework.It’s going to be a guest filled and very exciting season as we dive into all things optimisation for the whole B2B...2022-11-2726 minThe B2B Playbook#63: How B2B Marketers Can Consistently Drive Revenue With Our 5 BEs FrameworkWe’ve been talking for 60 odd shows!All the way back in the first 2-3 episodes, we talked about why we started the podcast and how to get the most out of the format.So now that we’ve wrapped up the details of the first 3 Be’s that form the foundation of the framework, we thought it’d be a good time to revisit why the podcast exists and do a quick overview of the whole framework. Links:The B2B IncubatorYou can find more help...2022-11-2039 minThe B2B Playbook#62: Too Long, Didn’t Listen - A Wrap of ‘Be Seen’It’s been a long, but great season.We’ve reached the end. So here’s a wrap up episode to go through the highlights.If you didn’t get a chance to follow ups through this season but still want to get the most out of it, be sure to check out this episode to give you a quick access guide into the content of the season!Links:Eps 40-44 (ABM Mini-Series)Ep 55 (Rand Fishkin)Ep 56 (Myles Madden)Ep 49 (Where To Start Wi...2022-11-1335 minThe B2B Playbook#61: Be Seen Analysis - How A Small B2B SaaS Company Is Using Paid Ads On LinkedIn - PaperturnThe final analysis episode of the season!Does the framework always apply?What does it look like to make the correct adaptation to your brand?How deep do you need to go to really understand your dream customers?These additional questions to the framework are what we’re hoping to show practical examples for during these analysis episodes.We hope we can show, not tell!Tune into this week’s episode for more!Links:Link...2022-11-0639 minThe B2B Playbook#60: Andrei Zinkevich - Bridging The Gap Between Demand Gen and ABMThis week we’re talking with Andrei Zinkevich. He’s the co-founder of Fullfunnel.io. Fullfunnel helps B2B Tech and Service-based companies generate demand and land mid-market and enterprise sales-qualified opportunities with full-funnel account-based marketing.He takes us through some common B2B marketing mistakes that you will definitely be familiar with, and some awesome things you can do to save the pain and make the right calls in your B2B marketing!Andrei has particular experience in the ABM stage and the steps leading up to ABM in marketing. So that’s why we’re...2022-10-301h 10The B2B Playbook#59: Be Seen Analysis - How Dreamdata.io Are Dominating By EducatingIt’s the second instalment of analysis episodes for the season!This week we’re stacking up Dreamdata’s helpful ads against the competition.Spoiler: they’re pretty pretty pretty good!We think they hit the nail on the head when it comes to doing helpful content and getting the majority of it in the feed or ungated. They also do a smashing job talking to their potential dream customers about the pain points that matter to them. And in a format that’s easy to digest!Anoth...2022-10-2332 minThe B2B Playbook#58: Silvio Perez - A Demand Capture Master Class, Thinking Like An Investor, and DIY & Native CreativeDemand capture gets a bad rap.But we know how important it is.We’re just trying to change how it’s utilised for the better!This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine.In his role as Head of Product Innovation at Metadata.io and running AdConversion, he’s taking practical learnings from very real tests. He’s sharing...2022-10-161h 08The B2B Playbook#57: Be Seen Analysis - How Monday.com Are Using LinkedIn To EducateAnalysis Episodes!Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously!This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness.We hope that this series will continue to give practical and helpful guidance on how to apply our framework to level up your B2B marketing!Tune int...2022-10-0942 minThe B2B Playbook#56: Myles Madden - Transitioning From Lead Gen To Demand GenTheory doesn’t beat practical experience.But better than either is both!This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side.We’ve learnt a lot from chatting with him and we certainly hope our listeners will gain a lot from hearing first hand what it’s like to implem...2022-10-0254 minThe B2B Playbook#55: Rand Fishkin - Why Marketers Need To Play The Long Game And Be Helpful, The Limitation of Personas, How To Start Creating DemandOur guest this week almost needs no introduction!Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from!Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO companies.He and the team at SparkToro are doing amazing things to help the little guys when it comes to audience research...2022-09-251h 03The B2B Playbook#54: Be Seen - Should You Hide Your Content Behind An Email Gate?Sometimes, it’s important to get back to your roots.That’s certainly a little journey we travelled on this episode on a personal level.But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently.We use first principles from our 5 Be’s framework to look at one such topic this week:Should You Hide Your Content Behind An Email Gate?You’ll...2022-09-1841 minThe B2B Playbook#53: Be Seen - How Small, Time-poor Teams Can Get Started With Demand CreationYou could say we hustle pretty hard.But George is hustling so hard he’s got a job moonlighting as a chimney sweeper!Not really, but for a lot of our listeners they are so poor it certainly feels that way!If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation this week.We give you some practical tips o...2022-09-1132 minThe B2B Playbook#52: Be Seen - Why You Should NOT Be Driving People To Your Landing PageKev’s got some spare time and is careful not to spend it doom scrolling on social media!Although not sure if his choice of activities to fill his time is much better!While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it!This week we’re talking about how you can use paid ads to be helpful and approach it very differently to demand capture.By bringing your helpful content to the fe...2022-09-0433 minThe B2B Playbook#51: Be Seen - The Best Way To Create Your Product Ads and STILL Be HelpfulBeing Helpful…Sometimes it’s easier said than done!But despite the occasional $400 bill, we still stick to going long on being kind!This week, we take that same approach to product ads.Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach.And that’s what we’re talking about this week. We walk through what information you need and how to set up product ads to fin...2022-08-2832 minThe B2B Playbook#50: Be Seen - Why You Need To Both Create & Capture Demand (And How To Do It)Love is in the air in B2B land.Or at least in George-land, but we certainly love our little community of B2B marketers!This week we’re deep diving into a key concept that often gets overlooked by the best of us:Capturing vs Creating Demand.However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important!We talk about the difference and how to go a...2022-08-2133 minThe B2B Playbook#49: Be Seen - Where Should You Start With B2B Advertising?What channels work for B2B marketing?Well, it depends…As we’ve spoken about in the last few weeks, there’s a number of factors into deciding which are the right channels for your particular use case to amplify your helpful content.But that doesn’t mean there are some common threads.So this episode we’ll take you through some of those common channels that often work and should be considered when running B2B paid ads.Tune into this week’s episode fo...2022-08-1433 minThe B2B Playbook#48: Be Seen - How To Select The Right Ad Channels For Your BusinessWe’ve been referencing it for the last few episodes…But the cat's out of the bag now!The B2B Incubator Program is about to go on its maiden run!The program is starting shortly with a group of 10 amazing B2B marketers.We’ve set up a program with all the tools and templates to help B2B marketers and teams implement the 5 Be’s Framework in their businesses!Taking the work that we do 1 on 1 with clients, we turned it into a more accessib...2022-08-0725 minThe B2B Playbook#47: Be Seen - What You Need To Understand About Ad Channels Before AdvertisingYou wouldn’t believe how crazy Kevin can be sometimes…Clearing out photos and digital accounts on a regular basis is, according to George, the red flags to watch for!Be that as it may, it doesn’t always hurt to review things. Particularly when it’s a helpful framework!This week we’re discussing the framework for understanding ad channels, which we spoke about all the way back in season 1!It’s an important step to take BEFORE jumping into getting your ads together. So make sure to come along as we talk a...2022-07-3130 minThe B2B Playbook#46: Be Seen - How To Build A Feedback Loop From Your Content To Your AdsIt’s so important to practice what you preach.And that’s what we’re doing here at The B2B Playbook Podcast.We’re talking with our dream customers, you the listeners, each week.We take your awesome and helpful feedback that you generously share with us.And we do everything we can to improve our content to address those points raised!It’s that simple, and the same principle applies when it comes to running B2B ads!This week, we g...2022-07-2426 minThe B2B Playbook#45: Be Seen - How To Use Paid Ads and Be Where Your Buyers Are (Overview)Have you ever had a hard time coordinating office access since returning from working from home?Shouldn’t this sort of thing be a thing of the past in the age of apps and subscriptions for everything?I mean, what can’t you do with a tap of your phone these days?Apparently getting into an office is one of them…George has some theories about why there’s some weird gaps in technological advancements like this.But one thing’s for sure, you don’t want your B2...2022-07-1724 minThe B2B Playbook#44: ABM Step 5: Working With Sales & Reporting On Your ABM CampaignsAs you know listeners…George loves to give Kev a good ribbing now and then.This week though, the attention on George right off the bat. After a rather weak effort to start the show!While first impressions like this can be pretty important, it’s equally important to have a great ongoing impression, particularly when it comes to ABM!So this week, we’re talking you through what you need to do to ensure the sales team carries on your good work, how to continually improve your ABM approach, and even h...2022-07-1028 minThe B2B Playbook#43: ABM Step 4: How To ‘Activate’ Accounts To Get Them To Buy From YouEver wondered what old shows no longer running have to do with ABM?Not much as it turns out!While this show doesn’t have much of a segue, it doesn’t mean the content is not valuable!We’re discussing how you can go about activating those ABM accounts you’ve warmed up and personalised messages and experiences for with all your hard work!And a particular favourite method of ours right now!Tune into this week’s episode for more!You can...2022-07-0337 minThe B2B Playbook#42: ABM Step 3: How To ‘Warm-Up’ Accounts With PlaybooksAll this talk about ABM approach, but what if you feel like striking up that conversation with your customer hit list with a cold call is too cold? Or what if you don’t know enough about them to start the ABM approach?Well that’s why we’re talking about a couple of “warm-up” plays this weak that sits perfectly within the ABM approach to get you to the spot where you’re ready to go full ABM!Check out this episode for just a few great plays you can run to really get your prospec...2022-06-2632 minThe B2B Playbook#41: ABM Step 2: Positioning & MessagingYou know listeners, as part time podcasters and full time B2B marketers, we really don’t get outdoors much.We certainly enjoy our days in the sun, like last week when we met up to be part of Metigy’s podcast guest series.But more importantly, when you’re getting out there in front of those lovely potential customers on your ABM hit list, you need to be careful about your positioning and messaging to make the most out of YOUR day in the sun!So this episode we talk y...2022-06-1923 minThe B2B Playbook#40: ABM Step 1: Defining The TargetsWe start this week’s episode with a kind word from a listener!We don’t do it as an ego stroke, we just want to sincerely thank all our wonderful listeners, particularly those like this one, who have written into us with feedback.Whether it’s positive or constructive, it’s all a big help for us. And we’re always so grateful for it. It’s why we keep doing what we do with the podcast!So despite Kev’s monotone (he’s a bit shy with praise), we do sincerely thank you all an...2022-06-1226 minThe B2B Playbook#39: Be Seen - What is ABM and Who Is It For?Wondering what ABM is?…or maybe who it’s for, and how to get started?What can it even do for you and your B2B business?We give you all the answers and more in this episode, as we discuss the first part of our Be Seen section of our framework.Tune into this week’s episode for more!You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news a...2022-06-0527 minThe B2B Playbook#38: Be Seen - How B2B Marketers Can Amplify The Demand They’re DrivingKev’s back from a rather quick trip and it’s a new season!We’re onto how you can amplify and accelerate the rate of growth of your B2B marketing and its impact.It’s a quick and informative overview episode of what’s coming in season 3, as we ease into the discussion about “Be Seen”.So make sure to tune in and get the latest on what’s coming up in a much anticipated season 3!You can find more helpful content and resources at the...2022-05-2927 minThe B2B Playbook#37: How To Conduct Customer Research Interviews Like A Pro - With Ryan GibsonThis week’s interview is with Ryan Gibson, an outstanding customer interviews expert.When George said to me we had to have him on the podcast, I knew from his tone this would be a good one.And he didn’t disappoint. Nor did Ryan.Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews.There’s some great tips on how to make sure your qualitative data gathering process does the job it’s meant to, while gi...2022-05-2258 minThe B2B Playbook#36: Analysis - Kerika’s Helpful ContentOn this week’s episode, we’re doing our last analysis episode of helpful content.We started the mini-series in our podcast to put our concepts and frameworks to practice.And this week is no different. We’re looking at what Kerika’s helpful content is doing well and what they could improve to increase the impact of their LinkedIn Ad and make it hit home harder!This one’s an interesting one as we dive deeper on how smaller businesses like Kerika really need to hone in their helpful content fo...2022-05-1547 minThe B2B Playbook#35: Analysis - OwnBackup's Helpful ContentThis week’s analysis of helpful content has us chuckling to ourselves.When we gave the example of a cyber security business in our discussions on helpful content, we didn’t expect to find such a business putting out helpful content for us to analyse! Or at least not targeting us!But that’s exactly what we did find. So this week, we’re talking about OwnBackup’s helpful content on LinkedIn.We discuss why their detailed blog has a great topic and shows good understanding of their dream customers, but also leaves a few key...2022-05-0837 minThe B2B Playbook#34: Analysis - Chili Piper’s Helpful ContentThis week we’re continuing to analyse helpful content examples!We’re dissecting the helpful content of Chili Piper this week, so you can see and understand why it’s a good piece of content that sits well in our “Be Helpful” stage of the 5 Be’s framework.Our aim is to help you understand what’s good, what needs tweaking and how to recognise good content for yourself.Chili Piper’s helpful content is a case study that’s being promoted as an ad on LinkedIn.Chili Piper i...2022-05-0149 minThe B2B Playbook#33: Analysis - Employment Hero’s Helpful ContentAs we get to the end of “Be Helpful”, we’re conscious that with so much talk about frameworks and concepts, it can be hard to see the forest from the trees.And also to recognise good, helpful content when you see it!So for the next few episodes, we’re looking at and dissecting some examples of helpful content we see out there.We help you understand what’s good, what needs tweaking and how to recognise good content for yourself.We start this week with...2022-04-2442 minThe B2B Playbook#32: Create A Brand People Love With Senior Social Media & Community Manager - Meryoli AriasWell it’s another special and exciting interview on the B2B Playbook.This week we’re lucky enough to get the answers from an expert at her craft, Meryoli Arias!She and the Chili Piper team are so good at it, it feels like each time we engage with them online, we’re talking to people, not a business.Meryoli generously shares with us some great insights on how to build a feedback loop with an audience on social media, combine it with a wonderful process of engaging internal experts, and produce amazin...2022-04-1749 minThe B2B Playbook#31: Too Long, Didn’t Listen - A Wrap of ‘Be Helpful’We got some swag!It’s been such a nice interaction with the Chili Piper team. Not in the least because they’ve very kindly sent us some of their awesome swag!On the flip side we’ve got some constructive feedback on the podcast, which we’ve loved getting to help make the podcast better!But it was helpful! And that’s what this season on the podcast has all been about!And that’s what we’re talking about today. If you haven’t had a chance t...2022-04-1056 minThe B2B Playbook#30: How Marketers Can Grow Their Personal Brand And Company By Being Helpful Like Mason CosbyAnother special episode this week.And a timely one while we’re talking about being helpful!This week we had a special guest who personifies being helpful.Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis!And it’s doing wonders for his own career and the growth of his employer!So you can have your cake and ea...2022-04-031h 02The B2B Playbook#29: 7 Practical Tips On Getting Experts In Your Business To Help You Make ContentIt’s finally happened…one of us caught COVID!Thankfully the recovery was relatively swift. But it’s certainly no fun. So keep safe out there listeners!During this down time, we’ve made an interesting discovery of material that helps us with marketing…Picture books!Helpful content comes in all different forms. Find out this week how you can get your experts onboard to help you create more of this type of content!We know it’s a massive pain point...2022-03-2730 minThe B2B Playbook#28: The 5 Types Of Helpful Content You Need To Create - Bonus EpisodeYou can hear the hesitation in George’s voice as he talks about his weekend plans…Thankfully there’s a lot less hesitation needed when you come to getting your helpful content going.In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through.This will help you ensure you’re being helpful along the way!So tune in to this week’s episode for some great tips to get going...2022-03-2028 minThe B2B Playbook#27: Step 6 - Metrics To Track To Know Your Content Is WorkingThis week we started well.A surprise to both of us, George actually had a well executed segway into the topic of the episode.Unsurprisingly he immediately derailed us into a discussion about his singing.At least he realised about 5 minutes in and brought it back on topic!This week we’re talking about what metrics to look at and report on to know your helpful content strategy is working.It’s probably an episode that’s quite actionable, aside from b...2022-03-1346 minThe B2B Playbook#26: Step 5 - The 3 Ways To Scale Your Content ProductionWhile you might be repurposing your content already, you might still feel short on time and ability to scale.Well this week, we’re helping you think about how you can grow beyond your team of one or two.We talk about how to do this internally, externally, and then how to manage the whole “orchestra” once you’ve assembled the team!All this to come right after we get a glimpse into George’s mind about how he’s looking to start on TikTok!Safe to say he should pr...2022-03-0635 minThe B2B Playbook#25: Step 4 - How To Constantly Improve Your Content With Qualitative DataWhat does Kevin’s wedding planning and George’s forehead have to do with B2B Marketing?To be honest not a lot, but that didn’t stop George segwaying it to our topic this week:How to create a feedback loop to make your content better!Not only will you find out how he managed that, but this episode will also talk about how to get that feedback loop going.Specifically we’re talking about when and where to use qualitative and quantitative data.2022-02-2741 minThe B2B Playbook#24: Step 3 - Scale Your Content With Our 7 Step Content Repurposing FrameworkSometimes the podcast game can feel a little like living in the past…Valentine's Day 2022 has come and gone, and we’re still talking about it!But the process we discuss this week should help you not live in the past and enjoy the present!It’s our 7 Steps To Content Repurposing. With it, you can make sure you’re not creating content with every waking hour, just to keep up with the demand!The 7 Steps are:Step 1: pick what format your longer form, pillar c...2022-02-2035 minThe B2B Playbook#23: Step 2 - How To Pick The Format & Channel To Distribute Your ContentAfter a big week (and weekend!) George is a little worse for wear.He’s working hard as usual getting the word out about how The 5 Be’s Framework can help B2B Marketers!But we’re backing him to bounce back strong. With some “courage and strength” from his tea!The topic of discussion in this week’s episode is certainly solid and hopefully very helpful!We’re discussing what you should consider when choosing a content format and channel(s).Surprise, surprise. Our old friend, the dream customers conc...2022-02-1336 minThe B2B Playbook#22: Step 1 - How To Craft Content That Your Dream Customers Will Actually Like (And Cuts Through The Noise)The theme of this episode is…“High Value Content, Low Production Value.”High Value Content: Being Helpful (NOT being annoying!)Low Production Value: Kevin’s crumpled white t-shirts he likes to record in!Despite the visual impression of being a little rough around the edges, we talk about a pretty important framework and steps to developing content that is highly engaging.And it comes back to the overarching principle of Being Helpful with it. It’s so impor...2022-02-0637 minThe B2B Playbook#21: How B2B Marketers Can Drive Demand By Being HelpfulWell, how did we end up here?George is on TikTok!…and it has some interesting thoughts about what George might be interested in…While he’s navigating that minefield, we manage to give you a quick overview of everything that’s to come this season:What can B2B marketers do to drive demand by being helpful?What’s involved in being helpful?Why does simply being helpful work?And how you can take that framework and apply it to the company you work in!2022-01-3033 minThe B2B Playbook#20: The 3 Core Principles You Need To Upgrade Your B2B Strategy In 2022…And we’re back!Although the summer of George has not panned out as we hoped, there were big positives for us!While it was one overshadowed by the ongoing pandemic, we hope you’ve had a good break and are ready to get back into getting the best out of your B2B marketing!We start this year off discussing some key principles to focus on as we embark on 2022.So tune in as we talk about what we’re digging into this year in B2B m...2022-01-2337 minThe B2B Playbook#19: Too Long, Didn’t Listen - A Wrap Of The B2B Playbook - 2021The end of the year is upon us.We hope you’re all gearing up for a safe and fun festive season!We’ve covered a lot of ground this year.As we take a look back at our first year of podcasting......we hit the main takeaway points so far, and share our favourites from the bunch.If you don’t have much time, make sure to check out this week’s episode as we point you to the biggest tips and concepts...2021-12-1226 minThe B2B Playbook#18: Kiarnii Tickle: Data & Delivering Tangible Outcomes in B2BIn our first interview ever, we had Kiarnii Tickle on the show!She gives a great window into what B2B marketing is all about, from challenges to how to show ROI.A dear friend of ours, Kiarnii is an exceptional marketer in general. She shows how some of the main concepts we’ve been talking about really deliver in her own experience at Altis Consulting.Join us as we put it all together, seeing the theory in practice.A special thanks to Kiarnii for joining us and he...2021-12-0537 minThe B2B Playbook#17: Are You Ready For An Agency? - The B2B PlaybookAll that seems like a lot of work, Kev and George.Can’t I just hire someone else to do it?!You know our view about that now. Generally no, but there are parts you can! There’s also times when an agency is a better choice.We give you a framework & set of questions to determine if you’re ready to engage an agency to get the best bang for your buck!Books MentionedExperts Secrets - Russell BrunsonThe Boomer...2021-11-2846 minThe B2B Playbook#16: How B2B Companies Can Collect & Use DataGeorge has the blues…But it’s not all doom and gloom!He’s only learning the blues on the piano!But what does driving for Uber have to do with your growing business?We explain the relevance in this episode where we discuss data.Why is data so important for SMEs?Even for B2B SMEs?!What data is actually important for SMEs?How do you get the da...2021-11-2138 minThe B2B Playbook#15: B2B Websites, Its Role & How To Build One That WorksAnother round of Facebook outages is a timely reminder.Build Your Own Channel Of Direct Communication With Your Customers!...and make sure you don’t say too many weird things on social media like when George was younger.We’re only joking!This week we’re talking about the roles that your website can play for your B2B business and one key theme to keep in mind as you go through and build, audit, or rebuild your business website.Tune in for some g...2021-11-1445 minThe B2B Playbook#14: Building Basic Visibility Online (Part 2: What Channels Are Right For You)Is Kevin really complaining about a free meal?!What car brand is or isn’t sponsoring our podcast?!What things do you really need to set up for your business from day 1 of having your website live?!You’ll find the answers to these and much more in this week’s episode.Part 2 of “Building Basic Visibility Online” for your business sees Kevin and George cover how to decide which channels are the best for your business and how to start testing them as well.2021-11-0754 minThe B2B Playbook#13: Building Basic Visibility Online (Part 1: A Framework To Make The Most Of Any Channel)When Kevin signed on to do the editing for the podcast, he wasn’t expecting it to affect his relationship with his fiance. Fast forward a few months, and all he can hear is ums and uhs from his partner, as well as George and himself!But for the most part it is just about keeping the podcast on track with the editing!It’s another short episode packed with great frameworks and ideas on how to grow your business online.We’re covering why doing a great website and getting it seen online...2021-10-3123 minThe B2B Playbook#12: How To Find A Deep Well Of Your Dream Customers With The Dream 100George is sharing tips to find love on dating apps. Or at least get some matches at all!Who knew the principles for finding your dream customers are so similar to those for finding love in the modern world of dating?!It’s all about using what we talked about last episode (getting into the heads of your dream customers and speaking their language) to then find where they already are online and joining the conversation.Before we got too sidetracked, we also dug deep into why the Dream 100 concept wo...2021-10-2426 minThe B2B Playbook#11: How To Get Inside The Heads Of Your Dream Customers So They Listen To YouKev’s not going on a picnic, even if it’s the only way he’s getting social contact during a pandemic.George tries to string together a segway from this to getting inside the heads of your customers.While we might not be the best at segways, we do have a few good ideas about how to understand customers and making sure you’re heard.Episode 11 stays in the Be Ready stage of our 5 Be’s. We talk about the 3 core markets products and services are selling into. Then we touch o...2021-10-1726 minThe B2B Playbook#10: Defining & Documenting Your Dream Customers - The B2B PlaybookThings should be sounding crispy this week!At least to us anyway! Kev’s been able to kick a nagging ear infection and George has a new microphone and headphone setup for recording. George is even adding a digital gripes segment!We’re continuing the journey of getting the basics right for your B2B SME. This week look at how to define and document your dream customers.It’s a crucial step that is often rushed. We help you get to the level of detail you need to build a soli...2021-10-1044 minThe B2B Playbook#9: Defining Your Brand - The B2B PlaybookWe’re looking at how to actually start building a powerful brand for your business in this week’s episode.But first, find out how Kev’s telling George subtly to zip it! Ah at least our lame jokes crack each other up :’)This week we start by talking about why a powerful brand and story around that brand is more important for B2B businesses than B2C. And also a few quick exercises and frameworks to guide you towards building such a brand.Tune in for a few great exercises to get to a...2021-10-0339 minThe B2B Playbook#8: Be The Best (Part 2) - The B2B Playbook, Summary of Stage 5Kev has finally recovered from a rough week in the trenches with a double ear infection. Sadly it means hearing George’s voice again..And just in time for us to round out the conversation on Be The Best, the final section and the end of our summary episodes of each stage of The B2B Playbook framework!It’s a great episode, packed with more tactics and hacks to get your B2B SME purring along!Links to things discussed during the episode:Experts Secrets - Russell BrunsonBlin...2021-09-2640 minThe B2B Playbook#7: Be The Best (Part 1) - The B2B Playbook, Summary of Stage 5In this week’s episode, we explain why it’s all about entertaining George…I then grill him about what he really knows from a customer perspective!All jokes aside, we do cover some amazing ideas big players are using for success. Which you can use today too!With so many great things to cover in the summary of the last stage of the 5 Be’s, we’ve had to split “Be The Best” at B2B Marketing in 2! So you can look forward to even more great ideas and learnings next week as well!2021-09-1949 minThe B2B Playbook#6: Be Better - The B2B Playbook, Summary of Stage 4Keeping George in line is never easy! If he had his way, this episode would be more about fifty shades of grey and blindfolds than marketing.Thankfully we squeezed in a few tips about how to get the most bang for your buck out of your digital marketing for B2B businesses as well!Links to things discussed during the episode:Good To Great - by Jim CollinsThe 4 Hour Work Week - by Tim FerrissTribes - by Seth Godin BookThe B2B Playbook LinkedIn...2021-09-1256 minThe B2B Playbook#5: Be Seen - The B2B Playbook, Summary of Stage 3We’re really getting into the flow now. George upgraded his fort and Kev’s on Salmon for dinner!And we’re also chatting about Stage 3: Be Seen. How to amplify your efforts and really leverage free and paid channels to get your helpful content out there and to the right people!We’ll give you a simple way to look at online channels, so you know which to go after first!Links to things discussed during the episode:The Ask Method - Ryan LevesqueYou...2021-09-0539 minThe B2B Playbook#4: Be Helpful - The B2B Playbook, Summary of Stage 2George got a new mic! Can you hear the difference? Is it better for your ears?!This week, we’re looking at how to “Be Helpful”. This is where you really start to show your expertise online! It could possibly be the most important step in growing your B2B business online.Afraid of putting trade secrets out there? Not sure if you have anything worthwhile to contribute to an already noisy space? We’ll help you with such questions!The way we look at it, it should be one simple process to follow t...2021-08-2940 minThe B2B Playbook#3: Be Ready - The B2B Playbook, Summary of Stage 1We’re finally starting to show some personality!It’s harder than you think when you’re just talking to a screen with your podcast co-host who’s internet is lagging!This week, we dive into what’s entailed in “Being Ready” to promote your B2B small and medium sized business successfully online.We know you have questions like how do you build your brand, know your audience, dream 100 and how to get a website going as well as how to actually use that data everyone is talking about. Tune to hear the answers!2021-08-2241 minThe B2B Playbook#2: The 5 Be’s - The B2B PlaybookBack for a second week? Thanks so much!We’re sure your time investment with our podcast will return you in spades in your business revenue!This week we give you the mountain top view of the whole playbook for selling business to business online.What’s The 5 Be’s? How to utilise that to grow your business online? How do you even do digital marketing, and for a B2B small business?We’ll answer these questions and more in this episode...2021-08-1510 minThe B2B Playbook#1: The B2B PlaybookThanks for tuning into the first episode of The B2B Playbook. We (Kevin and George) introduce you to us, why and what The B2B Playbook is. And why we’re so excited to bring this to you!You can find transcripts, more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.If you enjoy the podcast, would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing gu...2021-08-0208 min