Burn The Playbook - B2B GTM Strategies with Marc Crosby

Digital Rebels Consulting - Marc Crosby

🎙 Burn The Playbook is our podcast for rebels who refuse outdated go-to-market strategies. Hear from business leaders, sales renegades, and operators who challenge the status quo and build what works instead. 👉 Subscribe for weekly episodes, growth insights, and unfiltered takes from the front lines. Digital Rebels Consulting helps B2B manufacturing and industrial companies escape the commodity trap and stand out where others blend in. Digital Rebels Consulting works with growth-minded teams to realign sales, marketing, and positioning so you can win on value, not just price. Learn more: DigitalRebelsConsulting.comLinkTree: https://linktr.ee/digitalrebelsconsulting

  1. AI for Life Science Sales: Personas, Buying Groups, Real ROI | Matt Wilkinson, Strivenn

    DEC 17

    AI for Life Science Sales: Personas, Buying Groups, Real ROI | Matt Wilkinson, Strivenn

    AI for life science sales and marketing that actually moves revenue. In this episode of Burn The Playbook, Marc Crosby digs in with Matt Wilkinson, founder of Strivenn, on how commercial teams cut through hype and apply AI where it matters: personas, buying groups, objection prep, and sales practice that sticks. What you’ll learn How “persona AI” turns real LinkedIn and VOC data into a usable synthetic customerA simple way to map buying groups and pressure-test your pitch with role playWhere AI helps most in product launch, ABM, and key account managementWhy ungating content now matters for search and AI botsHow to prep objections with custom assistants and stay human in the loop“Moments over funnels” and what that means for 2026 GTM planningPractical tools Matt uses: Claude, ChatGPT, Humantic, Yoodli, Notebook LMChapters 00:00 Welcome and setup 00:30 Meet Matt Wilkinson and Strivenn 01:29 When ChatGPT changed the game 03:24 Science mindset for using AI 05:21 Persona AI explained 07:10 Synthetic buyers and role play 08:05 From product to marketing to sales 09:32 Mapping stakeholders 10:18 Objection prep with custom assistants 11:30 KAM board work and AI’s impact 13:18 Big obstacles: data, maturity, fear 15:00 Policies, “secret cyborgs,” and guardrails 17:45 Showing value and time savings 19:31 Repeatable assets reps will use 19:39 Favorite tools for sales enablement 21:41 Buying group mastery and practice 23:55 2025–2026 outlook for life sciences 26:17 Notebook LM for learning and policy chatbots 26:46 Moments over funnels 28:51 Rapid fire: the takes that matter 35:46 Burn one habit, build one for 2026 36:28 Where to find Matt + 2026 speaking Who this helps Life science commercial leaders and KAM teamsB2B marketers running ABM and launchesFounders building GTM in technical marketsSales enablement leaders installing AI the right wayGuest Matt Wilkinson, Founder, Strivenn | Website: https://www.striven.com | LinkedIn: https://www.linkedin.com/in/matt-wilkinson/Host Burn The Playbook Podcast — Digital Rebels Consulting: https://DigitalRebelsConsulting.comHost: Marc Crosby AI for life sciences, persona AI, buying group mapping, key account management, ABM, objection handling, sales role play, Notebook LM, Claude, ChatGPT, Humantic, Yoodli, moments over funnels, commercial data readiness, AI policy, synthetic customers, B2B marketing, sales enablement, life science GTM, 2026 GTM planning 1: Persona AI that isn’t fluff. Real data. Real buyers. #LifeSciences 2: Map the buying group and stress-test your pitch. #SalesEnablement 3: Ungate content so humans and bots can find you. #B2BMarketing 4: Objection prep with custom assistants in minutes. #SalesTips 5: Moments over funnels. Win where decisions happen. #GTM Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    38 min
  2. *Re-Release* Deep Selling with Graham Hawkins: How To Win Modern B2B Buyers

    DEC 10

    *Re-Release* Deep Selling with Graham Hawkins: How To Win Modern B2B Buyers

    B2B sales has flipped. Buyers complete most of the journey before you show up, and GenAI is doing the research. In this episode, Graham Hawkins explains how to win in a buyer-led era with GEO, deep selling, and agentic tools that cut wasted effort. Original release of this episode, July 25th 2025 Graham Hawkins Bio With more than 34 years of business experience in executive B2B sales and sales leadership roles, Graham Hawkins is a highly experienced business executive with proven strengths in strategic business development, go-to-market planning, and sales and marketing. Graham has worked in the UK, Australia and across Asia Pacific as a representative of some of the world’s most innovative IT, telecommunications, finance and media organisations. Graham has an MBA (Exec) (Distinction) from RMIT and is a member of Golden Key International Honour Society for high-performing business students. Graham is also a part-time lecturer and student mentor in the RMIT Executive MBA Program. Graham has extensive experience in developing, mentoring and leading highly successful sales teams while driving multi-channel sales engagement strategies that dovetail with the new Age of the Customer. Today, Graham is the Founder & CEO of SalesTribe, and Co-Founder of the world’s first AI-Guided Selling platform – Qoos.ai. What you’ll learn What buyer-led really means and why discovery must changeHow Generative Engine Optimization gets you into GPT resultsWhy 60–70% of buying tasks will be automated by 2027 and what to doFlipped funnel: land, prove value, expandCustomer-verified pipeline vs gut-feel forecastingMulti-threading across 11+ stakeholders without spammingWin-loss analysis that actually informs changeHigh-fit, high-intent targeting to stop chasing ghostsPractical AI stack for sellers: research, mapping, digital sales roomsHow sales leadership, comp, and coaching must evolveWho this helps B2B founders, CROs, VPs of SalesRevOps and sales managers moving off activity quotasSDRs and AEs selling into complex accountsMarketers shifting from SEO to GEOGuest Graham Hawkins, Founder & CEO, SalesTribe; CEO & Co-founder, Qoos.aiWebsites: https://www.salestribe.com | https://qoos.aiLinkedIn: https://www.linkedin.com/in/futureofsales/Host Burn The Playbook Podcast by Digital Rebels Consultinghttps://DigitalRebelsConsulting.com B2B sales; buyer led; deep selling; GEO; Generative Engine Optimization; customer verified pipeline; flipped funnel; multi threading; win loss analysis; intent data; account based selling; Perplexity; Sales Navigator; trumpet digital sales room; Qoos.ai; SalesTribe; Marc Crosby; Graham Hawkins; RevOps; enterprise sales; sales coaching; next best action; agentic AI; CRM stages; manufacturing sales; LinkedIn Top Voice Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    37 min
  3. Gap Prospecting 2026: Intrigue, Interest, and Outbound That Works With Keenan

    DEC 2

    Gap Prospecting 2026: Intrigue, Interest, and Outbound That Works With Keenan

    Gap Prospecting that gets replies. Keenan breaks down problem-centric outbound, the Problem Identification Chart, and how to write messages that create intrigue and interest. If you’re stuck in activity theater, this flips the script. Keenan is the CEO of A Sales Growth Company, a Forbes Top 50 Social Seller, and one of the most cited sales experts in the world. He wrote Not Taught and the bestselling Gap Selling, with his new book Gap Prospecting dropping in 2026. His firm was also named a Representative Vendor in the 2025 Gartner® Market Guide for Sales Training Service Providers, Worldwide. What you’ll learn Who Gap Prospecting is for and why nowProblem-centric selling vs product-centric habitsThe three-layer enablement model: skills, opportunity, forecastHow to run a great discovery without scriptsThe Problem Identification Chart: problems, impacts, root causesSymptoms vs catalysts and how to spot themIntrigue→Interest: writing emails buyers answerWhere AI helps prospecting…and where it makes it worseBurn it or build it: rapid takes on quotas, video, texting, gifting, breakup emailsChapters 00:30 Welcome, guest intro 01:05 Who Gap Prospecting is for 02:39 Why a prospecting book now 04:31 Why coauthoring this time 05:25 The Problem-Centric Operating System 10:36 Where companies blow enablement 12:38 What makes discovery questions good 17:16 The Problem Identification Chart (PIC) 22:22 Has this changed since 2020? 23:22 AI and prospecting: help or harm 31:25 Unexpected lessons: symptoms & catalysts 32:42 Burn it or Build it: 10 hot takes 41:32 One contrarian move for Q1 win rate 42:48 Where to find Gap Prospecting info 43:06 Close Who this helps CROs, VPs Sales, and founders with an outbound motionSDRs, BDRs, and AEs who prospectRevOps and Enablement leaders building repeatable systemsMarketers supporting pipeline with outbound signalsGuest Keenan, CEO, Sales Growth CompanyWebsite: salesgrowth.comLinkedIn: https://www.linkedin.com/in/jimkeenan/Host Burn The Playbook Podcast — Digital Rebels Consultinghttps://DigitalRebelsConsulting.comMarc Crosby — https://linktr.ee/digitalrebelsconsultingKeywords gap prospecting, gap selling, problem centric selling, problem identification chart, discovery questions, sales enablement layers, skills layer, opportunity layer, forecasting layer, symptoms and catalysts, intrigue and interest emails, outbound strategy, SDR prospecting, BDR prospecting, AI in sales, breakup emails, video prospecting, multithreading, daily activity quotas, buyer intent Hashtags #GapProspecting #GapSelling #Sales #Prospecting #B2B #Outbound #SalesLeadership #BurnThePlaybook #DigitalRebels gap prospecting; gap selling; keenan; problem centric selling; problem identification chart; PIC; discovery questions; ou Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    44 min
  4. LinkedIn Strategy 2026: Headlines, Comments, and Sales Activation | Brenda Meller - Meller Marketing

    NOV 20

    LinkedIn Strategy 2026: Headlines, Comments, and Sales Activation | Brenda Meller - Meller Marketing

    LinkedIn strategy for business in plain English. Learn how to fix your profile, post with purpose, and turn daily activity into real pipeline. Guest expert Brenda Meller shares simple steps any team can use in 15 minutes a day. Helping the self-employed, executives, and corporate teams enjoy a bigger slice of the LinkedIn pie, Brenda Meller is a former corporate marketer turned LinkedIn coach as an entrepreneur, national speaker, Chief Engagement Officer at Meller Marketing, author of "Social Media Pie: How to Enjoy a Bigger Slice of LinkedIn," and podcast host of "Enthusiastically Self-Employed." What you’ll learn How to set up a profile that wins clicks: headshot, headline, bannerWho LinkedIn is for today and why it’s not just job seekersPosting that works: repost with your thoughts, original thought leadership, real photosComments as a growth channel and how to use LinkedIn NewsTime rules that matter: daily cadence and the 18-hour posting windowEmployee advocacy that actually helps salesC-suite participation: who should post and whyTrade show playbook: before, during, after on LinkedInMetrics that matter based on your goals, not vanity numbers“Burn it or Build it” takes on SSI, newsletters, DMs, automation, pods, and moreChapters 00:00 Cold open 00:30 Intro and why LinkedIn in 2025 01:24 Who LinkedIn is for now 02:18 First-impression fixes: photo, headline, banner 04:57 How often to update each section 07:06 Daily time on LinkedIn and having a plan 09:24 Opportunity stats and company visibility 10:15 Activate employees as brand ambassadors 12:25 Should execs post? Practical approach 14:16 Top-down vs bottom-up strategy 15:53 What to post: beginner to advanced 18:43 Comments > easy on-ramp and reach 20:31 Metrics that matter to your goals 23:45 Algorithm talk without the stress 25:29 Frequency and the 18-hour rule 26:38 Conferences and trade shows playbook 29:13 ROI for CEOs and social selling as a long game 31:34 Does video dominate? How to use it 34:48 Burn It or Build It lightning round 45:58 One action to start today 46:09 Where to find Brenda Who this helps Owners, consultants, and solo pros who need clientsSales and SDR teams who want warm conversationsMarketing leaders building employee advocacyExecutives who want credible visibilityGuest Brenda Meller, Chief Engagement Officer, Meller MarketingWebsite: https://mellermarketing.comLinkedIn: https://www.linkedin.com/in/brendameller/Book: Social Media Pie: How to Enjoy a Bigger Slice of LinkedInHost Burn The Playbook Podcast by Digital Rebels ConsultingSite: Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    47 min
  5. The Framemaking Sale: Build Buyer Confidence, Win Bigger Deals | Brent Adamson

    NOV 13

    The Framemaking Sale: Build Buyer Confidence, Win Bigger Deals | Brent Adamson

    The Framemaking Sale for B2B sales. How to create buyer confidence, reduce regret, and win bigger, cleaner deals. Brent Adamson shares why “be helpful” beats “be the smartest” in 2025. What you’ll learn What “frame making” is and how it differs from ChallengerHow to drive high quality, low regret dealsWhere frame making plugs into discovery, objections, and coachingWhy differentiation now means reducing decision complexityHow to turn customer stories into practical buying adviceHow to rethink buyer intent, NPS, and thought leadershipThe role of AI in buying and why humans must solve for “feel,” not “know”Chapters 00:31 Intro to Brent Adamson and the “crystal ball” joke 02:06 Why another sales book and how frame making differs from Challenger 04:44 Implementing frame making in training, discovery, and objections 07:50 What good sales training looks like in practice 09:39 Sense making vs frame making 13:42 Differentiation in 2025: from product to solutions to helpful 18:19 The four buyer challenges and the real enemy: exhaustion 21:34 Rethinking trust: build customer self-trust first 25:44 Better questions: “phrases that frame” 27:40 High quality, low regret deals defined 30:19 How to de-risk regret and align stakeholders 33:47 Where AI helps, where it breaks, and what sellers must do 38:57 Burn It or Build It: rapid-fire takes 47:30 One actionable tip for 2026 + where to find Brent Who this helps CROs and VPs of Sales under pressure to grow without discountingSales managers coaching discovery and objection handlingEnterprise AEs selling complex solutionsMarketing and enablement teams building content that actually helps buyersGuest Brent Adamson, author, The Frame Making Sale; coauthor, The Challenger Sale and The Challenger CustomerWebsite: https://framemakingsale.comLinkedIn: https://www.linkedin.com/in/brentadamson/Host Digital Rebels Consulting: https://DigitalRebelsConsulting.comMarc Crosby on LinkedIn: https://www.linkedin.com/in/marc-crosby/ (assumed; replace if different)Keywords frame making sale, B2B sales, buyer confidence, low regret deals, differentiation, sales training, discovery, objection handling, sense making, challenger sale, challenger customer, customer verified pipeline, enterprise sales, decision complexity, information overload, outcome uncertainty, objective misalignment, sales methodology, sales enablement, LinkedIn content, buyer intent, NPS, AI in sales #B2BSales #FrameMaking #BuyerConfidence #SalesLeadership #ChallengerSale #SalesTraining #EnterpriseSales #DigitalRebels #BurnThePlaybookframe making sale; Brent Adamson; Challenger Sale; Challenger Customer; buyer confidence; low regret deals; B2B differentiation; sense making; sales discovery; objection handling; customer verified pipeline; enterpri Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    50 min
  6. AI Marketing for B2B: Predictive Scoring, SmartPress, Real ROI | Melih Oztalay, CEO, SmartFinds Marketing

    NOV 4

    AI Marketing for B2B: Predictive Scoring, SmartPress, Real ROI | Melih Oztalay, CEO, SmartFinds Marketing

    AI marketing for B2B that actually drives revenue, not vanity clicks. CEO Melih Oztalay of SmartFinds Marketing breaks down predictive scoring, active CTAs, chatbots, and SmartPress distribution so you can show up in news and AI surfaces.  If you’re planning 2026 budgets, this episode gives you the stack and cadence to win. Melih Oztalay is the CEO of SmartFinds Marketing and a digital strategist with over 35 years of experience helping businesses grow through smart, data-driven marketing. He’s a pioneer in building scalable marketing ecosystems that drive real revenue—not just website traffic. His agency, SmartFinds Marketing, has worked with major brands across manufacturing, professional services, transportation, and technology. Melih contributes to leading publications like Search Engine Journal and Crain’s Detroit, and he’s a recognized LinkedIn influencer with over 23,000 connections and a frequent guest on podcasts and digital media. What you’ll learn How predictive scoring builds a personal journey for each visitor and pushes them to actionWhy “active” CTAs outperform static on-page buttons across your entire siteThe right way to deploy AI chatbots trained on your contentAccount-level identification vs contact-level guesswork for B2BSmartPress: distribution to notable outlets, backlinks, and why twice-monthly PR worksGEO for AI: how to be cited in generative answers with credible sourcesThe 4 A’s framework: Anticipate, Accept, Adapt, ActSprint planning: align marketing and sales around weekly KPIs and 90-day pushesChapters 01:05 Who is Melih Oztalay, SmartFinds Marketing 01:32 AI in marketing: from experimental to essential 03:08 Predictive scoring and visitor journey funnels 05:24 Active CTAs and on-site personalization 07:26 AI chatbots that actually help buyers 09:43 Identifying accounts with tools like ZoomInfo and WebTracks 11:54 Where teams mess up with AI and automation 15:17 SmartPress: modern press release distribution 20:54 Who SmartPress fits and the twice-a-month cadence 24:58 GEO for AI surfaces 25:36 The 4 A’s to handle constant change 32:44 2026 planning: AI engine, CRM, analytics 36:30 Burn It or Build It rapid fire 39:27 Burn business cards 40:03 One actionable tip: 90-day sprints 41:43 Where to find Melih 42:35 Close Who this helps B2B founders and CEOsHeads of marketing and demand genRevOps and sales leaders building a data-driven engineGuest Melih Oztalay, CEO, SmartFinds MarketingWebsite: https://SmartFindsMarketing.comLinkedIn: https://www.linkedin.com/in/melih-oztalay/Host Digital Rebels Consulting: https://DigitalRebelsConsulting.comHost: Marc Crosby, Burn The Playbook Podcast#B2BMarketing #AIinMarketing #PredictiveScoring #SmartPress #PressReleases #GEO #DemandGen #SalesAlignment #LinkedInSEO #BurnThePlaybook #DigitalRebels Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    43 min
  7. Business Networking That Works | Connectors Get Paid with Joe Mindak

    OCT 28

    Business Networking That Works | Connectors Get Paid with Joe Mindak

    Business networking that actually produces deals. Entrepreneur Joe Mindak breaks down “Connectors Get Paid,” The Connective community, and how Nolodex helps companies track and reward referrals. If you want a pipeline that doesn’t stall, pay the connectors and make your whole org part of sales. What you’ll learn What a connector is and why connectors get paidTrust vs numbers: how real referrals close fasterFollow-up that isn’t pushy and actually lands meetingsHow to prep for events and target the 1 person who mattersIntroverts vs extroverts: who wins at connecting and whyTurn employees into introducers and track payouts with NolodexHow often to network and how to keep a live pipelineThe future of networking: smaller communities, clear incentivesChapters 00:00 Intro 00:30 Joe Mindak’s path: agencies, beer, tech, festivals 02:00 What is a connector 05:15 Trust over volume 07:45 Introverts, extroverts, and listening 10:00 Follow-up rules that build credibility 13:30 Event prep that lands real meetings 17:40 Make employees your introducers 20:55 Paying for referrals with Nolodex 23:20 How often to network 26:50 Pipeline discipline when you’re busy 27:50 Virtual vs in-person 30:10 The future: connectors get paid 31:20 Burn It or Build It lightning round 42:37 Where to find Joe Who this helps Founders and small business ownersB2B sales and marketing leadersCommunity builders and super connectorsEnterprise teams that want more warm doors openedGuest Joe Mindak, entrepreneur, The Connective; Head of Sales & Marketing at Nolodex; author of “Connectors Get Paid”Website: https://nolodex.comLinkedIn: https://www.linkedin.com/in/joemindakBook: “Connectors Get Paid” on Amazon https://a.co/d/58Am7rAHost Digital Rebels Consulting: https://DigitalRebelsConsulting.comHost: Marc Crosby, Burn The Playbook PodcastKeywords business networking, connectors get paid, Joe Mindak, The Connective, Nolodex, referral tracking, referral fees, warm introductions, B2B sales, pipeline, follow-up, event prep, super connector, internal referrals, employee-led growth, community-led growth, trust-based selling, networking cadence, LinkedIn networking, generative engines, #BurnThePlaybook #BusinessNetworking #B2B #Referrals #Sales #Marketing #TheConnective #Nolodex #ConnectorsGetPaid #Pipeline business networking; referral marketing; connectors get paid; Joe Mindak; The Connective; Nolodex; B2B referrals; pay for referrals; internal referrals; employee advocacy; sales pipeline; follow-up tips; event networking; super connector; trust-based selling; warm introductions; community-led growth; Marc Crosby; Digital Rebels Consulting; Burn The Playbook Podcast Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    43 min
  8. Trade Show Strategy 2025: Turn Conferences into Pipeline with Alison French

    OCT 21

    Trade Show Strategy 2025: Turn Conferences into Pipeline with Alison French

    Trade show strategy that actually drives revenue. In this episode, Alison French, founder of LTO and creator of ShowScout, breaks down how to turn conferences and exhibit halls into qualified pipeline instead of expensive hope. If you sell B2B and still treat events like a “brand play,” this is your wake-up. What you’ll learn Why conferences outperform big expos for B2B sales, and when to skip a showHow to pick events: national vs regional, professional associations, and ICP mathThe real success metric: ICP-matched conversations, not badge scansPre-work that moves the needle: account lists, outreach, aligned CTA, on-site workflowStaffing the floor: who belongs in the booth vs roaming meetingsPost-show follow-up that doesn’t get ignoredHow ShowScout helps teams target, capture notes, and sync to CRM without chaosRapid-fire “Burn It or Build It” on giveaways, booth design, live demos, and moreChapters 00:30 Welcome + who Alison helps 01:22 The point of trade shows in 2025 03:05 What’s broken with traditional expos 05:26 Who should attend: sales, marketing, execs 08:31 What show organizers must fix 11:49 First-time exhibitor playbook 13:43 How to measure success beyond badge scans 15:25 Pre-work that creates real pipeline 19:36 Booth time vs outside-the-booth meetings 20:56 “Suitcasing,” targeting exhibitors, and ethics 22:15 Credit or blame: who owns results 25:31 What ShowScout does (and doesn’t) 33:59 Where AI actually helps at events 36:58 Burn It or Build It: rapid fire 40:27 One bold move for a 10x10 41:50 Where to book a demo Who this helps Startup founders and Series A leaders who need pipeline nowB2B sales leaders and field marketers who own event ROIRevOps and demand gen teams tired of post-show chaosIndustries that sell complex products: healthcare, SaaS, manufacturing, CPGGuest Alison French, Founder, LTO (Lead-to-Opportunity) & Creator of ShowScoutWebsite: https://www.joinLTO.com LinkedIn: https://www.linkedin.com/in/frenchalisonKeywords trade show strategy, conference marketing, B2B sales, lead capture, ShowScout, LTO, ICP, field marketing, booth strategy, post-show follow-up, HubSpot CRM, event ROI, sales activation, accountability, professional associations, regional conferences, pipeline generation, demos, pre-show outreach, buyer intelligence Hashtags #TradeShowStrategy #B2BSales #ConferenceMarketing #ShowScout #LTO #DemandGen #FieldMarketing #Pipeline #BurnThePlaybook #DigitalRebels TAGS (YouTube keywords) trade show strategy; conference strategy; B2B sales; lead capture app; ShowScout; LTO; event ROI; booth strategy; ICP; field marketing; post-show follow up; HubSpot; sales activation; conferences vs trade shows; regional conferences; professional associations; pipeline generation; demo scheduling; buyer intelligence; Marc Crosby; Digital Rebels Consulting; Ali Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    43 min
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5
out of 5
6 Ratings

About

🎙 Burn The Playbook is our podcast for rebels who refuse outdated go-to-market strategies. Hear from business leaders, sales renegades, and operators who challenge the status quo and build what works instead. 👉 Subscribe for weekly episodes, growth insights, and unfiltered takes from the front lines. Digital Rebels Consulting helps B2B manufacturing and industrial companies escape the commodity trap and stand out where others blend in. Digital Rebels Consulting works with growth-minded teams to realign sales, marketing, and positioning so you can win on value, not just price. Learn more: DigitalRebelsConsulting.comLinkTree: https://linktr.ee/digitalrebelsconsulting

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