134 episodes

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!

The B2B Playbook Kevin Chen & George Coudounaris

    • Business
    • 5.0 • 7 Ratings

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!

    #129: What is Demand Generation (PLUS lead gen vs demand gen, benefits, easy framework) - Demand Gen mini-series Ep.1

    #129: What is Demand Generation (PLUS lead gen vs demand gen, benefits, easy framework) - Demand Gen mini-series Ep.1

    What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight.
    Head over to Sessions.us and sign up for a 14-day free no strings attached free trial
    https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

    This is part.1 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.
    Tune in and learn:
    + what demand generation is
    + why your business needs it and its benefits
    + the difference between lead gen vs demand gen

    We'll also share our favourite framework to simplify demand generation. This is a 'must listen' for any B2B marketer that's looking for sustainable growth engines to fuel their business.

    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:04:30 What Is Demand Generation?
    00:11:35 The Core Components of Demand Gen
    00:13:03 The Five Stages of Awareness
    00:18:47 The Importance of Being First-Mind
    00:21:49 Crafting a Healthy Demand Gen Engine
    00:28:35 The Challenge of Attribution in Demand Gen
    00:31:47 Demand Gen vs. Brand Marketing
    00:33:03 Lead Gen: The Good, Bad, and Ugly
    00:39:22 The Limitations of Lead Gen
    00:40:58 The Strategic Advantage of Early Demand Gen
    00:42:09 Framework for Demand Creation
    00:43:57 Closing Thoughts & What's Next

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S06 E129 - The B2B Playbook
    #b2b #b2bmarketing #demandgeneration #demandgen
    #b2bsaas #revenuemarketing #MarketingStrategy

    • 46 min
    #128: LinkedIn's own B2B go-to-market strategy (revealed) - Lucy Sonter

    #128: LinkedIn's own B2B go-to-market strategy (revealed) - Lucy Sonter

    Head over to Sessions.us and sign up for a 14-day free no strings attached free trial
    https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk
    This week we have one of LinkedIn's very own marketers - Lucy Sonter - on the show to walk us through how the beast itself pulls together its own B2B go-to-market strategy.
    Lucy shares stories and examples from successful product launches at LinkedIn. In her former life, Lucy also worked in Sales, so she's able to weigh in on how sales and marketing can work better together.
    Tune in and learn:
    + how to leverages sales insights to enrich your marketing strategies
    + how LinkedIn changed everyone's mind about using their 'audience network'
    + what customer insights you need and how to gather them
    Just like many of our listeners and viewers, Lucy's team is resource and time strapped - so she faces many of the same problems that you do.
    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:00:00 - Welcome & Introduction
    00:06:00 - The Journey from Sales to Marketing
    00:12:00 - Customer Insights: The Foundation of Strategy
    00:18:00 - Participating in Customer Advisory Boards
    00:24:00 - Hindi Ads Case Study: Overcoming Language Barriers
    00:30:00 - LinkedIn Audience Network: A Global Perspective
    00:36:00 - Sales and Marketing Alignment: A Personal Take
    00:42:00 - Enhancing APAC Strategies with Local Insights
    00:48:00 - Wrap-Up: The Importance of Measurement

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S05 E128 - The B2B Playbook
    #b2b #b2bmarketing #demandgen
    #b2bsaas #demandgeneration #marketingstrategy #linkedin

    • 53 min
    #127: How to Start & Grow a B2B Podcast for your Company or Personal Brand - lessons from $1million+ pipeline

    #127: How to Start & Grow a B2B Podcast for your Company or Personal Brand - lessons from $1million+ pipeline

    Thinking 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!
    Tune in and learn:
    + 5 essential steps to launch your podcast
    + how to make your audience fall in love with it
    + the process and equipment you need to run the whole show smoothly

    This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:00 Kickoff: Why Your B2B Company Needs a Podcast
    05:45 First Steps: Planning Your Podcast Strategy
    11:30 Content Creation: Engaging Your Audience
    17:15 Tech Talk: Essential Gear for Starting
    22:50 Promotion Tactics: Increasing Your Reach
    28:25 Guest Selection: Booking Impactful Voices
    34:00 Analytics Deep Dive: Measuring Success
    39:35 Monetization Strategies: Making Profit
    45:10 Listener Engagement: Building a Community
    50:45 SEO for Podcasts: Boosting Visibility
    56:20 Future Trends: Staying Ahead in Podcasting
    61:55 Case Studies: Real Success Stories
    67:30 Challenges & Solutions: Overcoming Obstacles
    73:05 Final Thoughts: Your Next Steps

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S05 E127 - The B2B Playbook
    #b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration
    #B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

    • 45 min
    #126: Capture More Demand & Drive Pipeline with this Next Level B2B SEO Strategy - Sam Dunning

    #126: Capture More Demand & Drive Pipeline with this Next Level B2B SEO Strategy - Sam Dunning

    This week we have B2B SEO strategy and execution expert Sam Dunning on the show to walk us through how B2B marketers can use SEO to capture more demand and drive pipeline while they sleep.
    Sam shares his no nonsense strategies and frameworks that transform SEO from a mere traffic generator to a robust lead and revenue-driving machine. Learn about common pitfalls, advanced tactics, and the essential components of a successful SEO strategy tailored for the B2B landscape.
    Tune in and learn:
    + the biggest mistakes you're probably making when it comes to B2B SEO
    + frameworks you need to use to make your audience AND Google love your content
    + how to drive qualified pipeline with SEO while you sleep

    We love how simple and actionable Sam's frameworks are. They fit so nicely into our own 5 BEs Framework for demand generation. If you listen to this episode, you will be able to start executing his strategy straight away.

    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:04:00 The Biggest SEO Mistakes in B2B
    00:08:00 Key Strategies for Effective B2B SEO
    00:12:00 Utilizing Content for SEO Success
    00:16:00 SEO Myths Debunked
    00:20:00 Building a Strong SEO Foundation
    00:24:00 The Role of Backlinks in B2B SEO
    00:28:00 On-page SEO Techniques
    00:32:00 SEO Tools and Resources
    00:36:00 Measuring SEO Impact
    00:40:00 Future Trends in B2B SEO
    00:44:00 Integrating SEO with Other Channels
    00:48:00 SEO Success Stories
    00:52:00 Q&A with SEO Expert
    00:56:00 Closing Remarks and Takeaways

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S05 E126 - The B2B Playbook
    #b2b #b2bmarketing #b2bseo #demandcapture #demandgen
    #b2bsaas #demandgeneration #marketingstrategy

    • 1 hr 1 min
    #125: B2B SaaS Demand Generation: Q&A | George Coudounaris hosted by Factors.ai

    #125: B2B SaaS Demand Generation: Q&A | George Coudounaris hosted by Factors.ai

    How 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 a content engine that delivers revenue and is highly resource efficient
    + how to start implementing this framework in your business

    This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:30 George's Introduction & B2B Playbook Overview
    03:00 Fundamentals of Demand Generation
    06:00 Learning from Performance Marketing
    09:00 The 5 BEs Framework Explained
    12:00 Be Ready: Understanding Your Audience
    15:00 Be Helpful: Creating Valuable Content
    18:00 Be Seen: Amplifying Your Message
    21:00 Be Better: Optimizing Your Approach
    24:00 Be the Best: Advanced Tactics
    27:00 Generating Demand for B2B Incubator
    30:00 Effective Content Marketing Strategies
    36:00 Enhancing LinkedIn Ads for Demand Gen
    39:00 Conclusion & Final Thoughts

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S05 E125 - The B2B Playbook
    #b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration
    #B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

    • 58 min
    #124: How Apollo.io Grew Their Audience By 400% in Just 9 Months (Social Media Marketing Strategy) - Meryoli Arias

    #124: How Apollo.io Grew Their Audience By 400% in Just 9 Months (Social Media Marketing Strategy) - Meryoli Arias

    This week we sit down with B2B Social Media Marketing expert Meryoli Arias to share how she helped Apollo.io's social media grow 400% in 9 months.
    She details the strategies she used to drive this rapid growth, and has set the foundations in place for a brand that continues to grow because people know, like and trust it.
    Tune in and learn:
    + the importance of 'listening' and amplifying the voices of your audience
    + the '3 circles' you need to communicate with on social media to build a strong brand
    + how to get your colleagues to post more on LinkedIn (employee advocacy!)

    This episode is a must-watch for marketers who want to build trust with the Dream Customers on social media.

    -----------------------------------------------------
    SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
    GET the latest CONTENT: https://theb2bplaybook.com/
    -----------------------------------------------------

    00:00 Intro: The Three Circles of Social Media
    02:00 Apollo's Explosive Social Media Growth
    04:20 Crafting Apollo's Social Media Strategy
    06:50 Driving Apollo's Community Engagement
    09:10 Harnessing Organic Conversations for Growth
    11:30 Building Apollo's Brand Narrative
    14:00 Leveraging Employee Advocacy for Organic Reach
    16:20 Empowering Employees: The Power of Personal Brand
    18:40 Maximizing LinkedIn for Brand Amplification
    21:00 The Strategy Behind Apollo's Social Success
    23:20 Keeping Social Media Management Agile and Organic
    25:40 The Impact of Social Media Authenticity
    28:00 Partner Takeovers: A Strategy for Expanded Reach
    30:20 The Future: Innovating Apollo's Social Media
    32:40 Conclusion: The Power of Community in Social Media

    -----------------------------------------------------

    👥 Are you a B2B marketer in a small team??

    💰 Need to bring in more revenue for your company (so sales and your boss love you??)

    Get the:
    🔹 strategy
    🔹 templates
    🔹 tools

    So you have everything you need to drive more revenue for your brand.

    See why other B2B marketers like you love The B2B Incubator

    Check out: https://theb2bplaybook.com/the-b2b-incubator

    S05 E124 - The B2B Playbook
    #b2b #b2bmarketing #socialmediamarketing #socialmediamanager #contentstrategy #demandgeneration

    • 46 min

Customer Reviews

5.0 out of 5
7 Ratings

7 Ratings

James Fermanis ,

Great listen - highly recommend

The B2B Playbook Podcast is entertaining and informative. George and Kevin have a fun discussion as they go deep on B2B marketing through the lens of their 5B’s framework. The Framework is well-researched, easy to understand and most importantly, actionable. Every time I listen to an episode I learn something new and helpful about B2B marketing. The B2B Playbook Podcast is the most practical and useful podcast I listen to. Highly recommend

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