The B2B Playbook #181: Brand, Demand and the 5 BEs Framework - build a full funnel GTM Strategy
Why Your B2B GTM Strategy Needs the 5 BEs Framework Now
Most B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer.
That’s why we created the 5 BEs Framework.
This week, we show you how to move beyond demand generation and build a complete go-to-market strategy—tailor-made for small B2B teams.
We’ve used the 5 BEs to help B2B marketers in both small and large orgs drive more pipeline, get sales and leadership buy-in, and scale trust across the entire buying journey.
Tune in and learn:
+ How the 5 Stages of Awareness connect brand and demand
+ Why Demand Gen marketers are the new GTM Architects
+ How to scale trust and pipeline—without more headcount
This episode is a must-watch if you’re in a small marketing team and need a single system to punch above your weight, align your org, and make marketing finally feel like it's working.
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🔗 Links + CTAs
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00:00 Why Small Teams Need a Complete GTM Framework Now
01:00 The Origin Story of the 5 BEs Framework
02:20 Should Brand and Demand Be Separate?
03:50 One Budget, One Team: The Reality of Small Team Marketing
05:20 Why Demand Gen Marketers Need to Think Bigger
07:00 How the 5 Stages of Awareness Connect Brand & Demand
08:40 Making Brand and Demand Work in Tandem
10:20 The Power of Aligning Around Your ICP
12:00 How Demand Gen Marketers Act as GTM Connectors
13:40 BE HELPFUL: The Secret to Trust-Based Content
15:20 How to Cut Through the Noise With Meaningful Content
17:00 BE SEEN: Amplifying Trust With Smart Distribution
19:00 Avoiding the Disconnect Between Brand & Performance
21:00 BE BETTER: Operational Efficiency & Continuous Testing
23:00 BE THE BEST: Where AI & Innovation Power the Flywheel
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👥 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.
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Check out: https://theb2bplaybook.com/demand-gen...
S07 E181 - The B2B Playbook
#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy