The B2B Playbook

Kevin Chen & George Coudounaris
  • 5.0 (3)
  • MARKETING
  • UPDATED WEEKLY

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!

  1. 3D AGO

    #216: Founder-Led Marketing Strategy: How to Scale Trust Without Becoming the Bottleneck (Adam Holmgren, Fibbler)

    Most B2B teams rely on founder energy – until it stops working. In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect. Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory. This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout. Tune in and learn: + Why people buy from founders before they buy products + How to scale founder content beyond personal reach + Why Thought Leadership Ads work – and where they fall short + How brand memory unlocks the next stage of growth If you’re a B2B marketer or founder trying to turn visibility into pipeline, this episode shows how to bridge founder energy into a real brand engine. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why good content dies without distribution 01:00 Why founders are the strongest distribution engine 02:20 Meet Adam Holmgren and the Fibber story 03:40 How B2B buyers actually make decisions 05:00 Why SaaS competition forces founder-led marketing 06:30 Posting before you even have a product 07:50 How Adam launched with built-in trust 09:00 The ceiling of founder-led growth 10:30 Why founder reach eventually stalls 11:45 The brand trust problem no one talks about 13:00 Founder-led marketing is not enough 14:10 Adam’s founder brand framework explained 17:00 Using Thought Leader Ads to break out of your network 18:40 Why Thought Leader Ads fail to build brand 20:00 The Pink Lion and brand memory 27:40 The four engines of growth ----------------------------------------------------- 👥 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/demand-generation-course S08 E216 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #founderled #thoughtleadership #linkedinads #linkedin

    45 min

  2. JAN 18

    #215: B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’t (Ari Yablok)

    B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or colours.It’s about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you’re selling to senior decision-makers and struggling to get attention, this episode shows why brand isn’t optional.It’s the door-opener. -----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Opens Doors Sales Can’t01:20 Why Enterprise Executives Ignore Marketing03:50 The Real Cost of Selling Software Internally06:10 Why Generic Messaging Fails08:20 The Hidden Risk Buyers See10:40 Why Features Don’t Convince13:10 Brand as Infrastructure15:30 Positioning Sweet Spot17:40 Why SaaS Positioning Sounds the Same19:50 Great vs Generic AI Examples21:50 Brand Personality as a Moat24:10 Archetypes That Differentiate26:10 Storytelling That Creates Order29:10 How Buyers Really Decide31:50 Island Brand Case Study36:40 Relevance That Resonates39:10 Thought Leadership That Pre-Sells40:40 Trust Signals That Shorten Sales Cycles43:00 Brand for Small Teams -----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E215 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #enterprisesales #demandgeneration

    53 min

  3. JAN 11

    #214: B2B Content Strategy Framework: Why Most Content Fails (and what to do instead)

    Most B2B content fails because it isn’t built on a strategy. In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten. We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue. We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust. Tune in and learn: + Why most B2B content strategies fail + How to anchor content to a clear point of view + How to make your product the logical conclusion of your c If you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why Most B2B Content Fails 00:31 What This B2B Content Strategy Framework Solves 01:10 The 5 Bs Framework Explained 02:00 Content for Content’s Sake Is the Real Issue 03:10 The Pressure That Breaks B2B Content 04:30 Why “Add Value” Isn’t a Strategy 05:40 Engagement Without Memory Is Wasted 06:10 Lead Gen vs Demand Gen Content 07:10 Should You Chase High-Volume Topics? 08:05 The 95% of Buyers Most Content Ignores 09:20 What a Real Content Strategy Should Do 10:00 Making Your Product the Logical Conclusion 11:00 Why Random AI Content Breaks Strategy 12:20 When Content Doesn’t Have to Sell 13:30 The 3-Question POV Framework 15:00 Challenging Broken B2B Assumptions 16:30 Why Timing Matters to Your ICP 17:30 Mapping POV to the 5 Stages of Awareness 18:40 The One Rule Every B2B Content Strategy Needs 19:10 Turning Content Into a Growth Engine ----------------------------------------------------- 👥 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/demand-generation-course S07 E214 - The B2B Playbook #b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

    24 min

  4. 12/14/2025

    #213: Why the Funnel is Breaking Your Go-To-Market - and why Closed Loops are the Answer (Closed Circuit Selling)

    Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound. We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together. Tune in and learn: + Why buyer journeys are non-linear, and funnels create blind spots + How to shift from meetings quotas to conversation-driven market validation + Why intent data can’t replace first-party conversations If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality 01:00 Who’s Charles Needham (And Why He Thinks Like a Quant) 04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database 07:00 The Moment He Realised “Meetings Booked” Is a Trap 09:10 Closed Loop Continuity vs Funnel Checklists 11:40 What Silos Destroy: Feedback Loops That Never Make It Back 14:10 CAC Payback Madness: When “Growth” Becomes Insanity 17:10 The Conversations Model: Comp People for Learning, Not Meetings 20:05 Predictable Revenue Misread: “Market Development” Got Lost 21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist” 28:10 The 2008 Analogy: Incentives Create Fragile Systems 32:20 Intent Data Hot Take: “Or You Could Call Them” 36:00 The Guitar Demo: What “Cataloguing” Really Means 39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold 41:45 Fixing the Root: Change Comp, or Nothing Changes 48:10 Market Validation vs Cataloguing: The Language Problem 56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon 59:30 What Works Next: Follow the Underpriced Channel (Then Move) 1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis ----------------------------------------------------- 👥 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 https://theb2bplaybook.com/demand-generation-course S07 E213 - The B2B Playbook #b2b #b2bmarketing #digitalmarketing #demandgeneration...

    1h 13m

  5. 12/07/2025

    #212: Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes

    Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals. But those are signals of a deeper problem: the revenue system itself is broken. In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today. We get into: Why predictable revenue models collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again. We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling. Tune in and learn: Why the old sales & marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AI If you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: a href="https://www.youtube.com/channel/UCSVJMfQnOhd0kQzl7IG8dfQ" rel="noopener noreferrer"...

    1 hr

  6. 11/30/2025

    #211: Our Simple 3 Step Demand Generation Plan for 2026

    The Simple 3-Step B2B Demand Generation Strategy for 2026 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat. In this episode, we walk through a B2B demand generation strategy for 2026 that small teams can actually run – and that’s proven to drive up to 70% of pipeline. We break down our 3-step framework – Be Ready, Be Helpful, Be Seen – and show how it ties into the 95-5 rule, the 5 stages of awareness, and a simple cataloguing process that finally connects marketing and sales. If you’re a small in-house team under pressure to bring in revenue, this is for you. We also show you exactly how we run this B2B demand generation strategy ourselves at The B2B Playbook – from 80/20 analysis and ICP documentation, to a weekly content engine and a realistic distribution mix that fits into 4–5 hours per week. Tune in and learn: + How to design a B2B demand generation strategy for 2026 using the 95-5 rule + How to run 80/20 analysis, customer interviews, and cataloguing to define a sharp ICP + How to build a helpful content engine and distribution plan that your small team can maintain This episode is a must-watch if you’re a B2B marketer in a small team who’s tired of chasing MQLs, arguing over lead quality, and getting stuck in “support” mode. You’ll walk away with a clear, 3-step demand gen strategy for 2026 that aligns marketing, sales, and customer success around how buyers actually make decisions. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 The Simple 3-Step B2B Demand Generation Strategy for 2026 00:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen 02:05 Updated: What Demand Generation Really Is in 2026 03:40 Why You Can’t “Force” B2B Buyers to Buy (Unlike B2C) 05:55 The Messy, Non-Linear B2B Buying Journey (Squiggly Line Moment) 09:00 The 95-5 Rule: Future Demand vs In-Market Buyers 11:05 Shaping Future Demand vs Capturing In-Market Demand 11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content 14:05 Why Early-Stage Content Makes Capture More Efficient 16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality 18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity) 18:50 Step 1 – Be Ready: Your 80/20 ICP & Segmentation Process 22:00 Customer Interviews, Positioning & Documented ICPs 25:45 Mapping the Buying Journey Questions (5 Stages Applied) 26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time 29:20 Step 2 – Be Helpful: Building a Helpful Content Engine 30:45 Case Study: Rivet’s “Construction Is Hard” Show 31:55 Content Repurposing System for Small B2B Teams 33:10 Capturing Subject Matter Experts Without Burning Them Out 33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1) 35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads 36:20 What Changed From 2025? Why Cataloguing Is the Missing...

    47 min

  7. 11/25/2025

    Last Chance: Register for Our Demand Gen Course by Friday 28 November - theb2bplaybook.com/demand-generation-course-december

    This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November. https://theb2bplaybook.com/demand-generation-course-december Inside the program, you’ll get: On-demand materials you can work through in your own time3x live Q&A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS and services Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing. Allister Hamilton used it to triple his pipeline in services. If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot. 👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

    2 min

  8. 11/23/2025

    #210: B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It (VP of Global Brand at Asana - Matt Maynard)

    B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets. But none of that matters if buyers don’t remember you when a real buying moment hits. In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics. We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact. Tune in and learn: + How to build memory with future buyers using CEPs and distinctiveness + How to measure brand with ABLE, brand lift, and responsible reach + How to position the brand function so leadership finally takes it seriously If you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 – Why B2B brand can’t be a “service team” 02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child” 04:55 – The big mistake: defining brand by outputs, not memory 07:20 – What a real B2B brand marketing strategy must achieve 09:50 – Why buyer memory beats in-market optimisation 12:40 – Category Entry Points: the triggers future buyers already use 15:30 – How many CEPs to focus on (and why consistency wins) 18:10 – Distinctiveness vs differentiation for B2B brand 21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more 24:40 – Channel mix for building memory efficiently 28:00 – How to measure brand: ABLE & responsible reach 31:30 – Selling brand to your CFO without sounding fluffy 35:10 – Small-team B2B brand playbook to beat bigger competitors 38:40 – Mascots, characters & distinctive brand assets in B2B 42:20 – Why customer logos can sabotage your brand ads 45:20 – The danger of chasing differentiation too early 48:40 – How Asana applies evidence-based brand principles in practice 52:30 – A pep talk for B2B brand marketers who want impact ----------------------------------------------------- 👥 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 https://theb2bplaybook.com/demand-generation-course S07 E210 - The B2B...

    1 hr
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About

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!

Information

  • Creator
    Kevin Chen & George Coudounaris
  • Years Active
    2021 - 2026
  • Episodes
    231
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Kevin Chen & George Coudounaris
  • Show Website
    The B2B Playbook