How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!)We’re breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we’re sharing the entire virtual event playbook with you!If you’re thinking about running a virtual event, but you’re overwhelmed by the planning, marketing, and execution—this is for you. We cover everything from picking the right topic to driving registrations and keeping attendees engaged.Tune in and learn:+ How to pick the perfect event theme that attracts the right audience+ The secret to landing top-tier speakers (even if you have no budget!)+ How we got 500+ highly targeted registrants in just a few weeks+ The must-have assets for a seamless event (brand kits, promo videos, and more)+ The #1 mistake marketers make when running virtual events+ What we’d do differently if we were launching an event againThis episode is a must-watch for any B2B marketer looking to drive real business results with virtual events. Whether you’re running webinars or large-scale summits, you’ll walk away with actionable strategies to make your event a success.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Launching Our First Virtual Event – Here’s How04:00 Why Virtual Events Work for B2B Marketers08:00 The Three Key Phases of a Virtual Event12:00 How We Chose the Perfect Theme and Audience16:00 Landing Big-Name Speakers for Your Event20:00 The Collateral You Need for a Successful Event24:00 The Promo Video Strategy That Drove Signups28:00 How We Got 500+ Registrants in Just 8 Weeks32:00 Getting Speakers to Promote the Event for You36:00 Engaging Your Audience During the Event40:00 The Secrets to Seamless Event Execution44:00 The Importance of Post-Event Follow-Up48:00 Why Thoughtful Speaker Gifts Matter52:00 Turning Your Event Into Evergreen Content56:00 Final Thoughts & Lessons Learned-----------------------------------------------------👥 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-courseS07 E171 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #virtualevent #eventmarketing

The Simple 3-Step B2B Demand Generation Strategy for 2025Want to contribute more to your company’s pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine.Most B2B marketers struggle because they only focus on capturing demand. But if you’re only targeting in-market buyers (just 5% of your audience), you’re leaving 95% of potential revenue untapped.In this episode, we share the 3 core steps of a winning B2B demand generation strategy for 2025 that not only captures demand but also creates and nurtures future buyers.Tune in and learn:+ The 95/5 rule and why your ads aren’t scaling+ How to align your strategy with your best-fit customers+ The easiest way to create and distribute demand-driving contentIf you want higher-quality leads, better sales alignment, and scalable revenue growth, this episode is for you.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 Introduction: The 3-Step Demand Generation Strategy for 202500:01:53 What is Demand Generation? Breaking it Down00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale00:07:31 The 5 Stages of Awareness: Understanding Your Buyers00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers00:12:31 Real-Life Examples: Why Familiarity Wins in B2B00:15:08 The Demand Generation Strategy for 2025: Key Objectives00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers00:23:56 Step 2: Be Helpful – Building Trust with Content00:27:18 Creating a Content Repurposing System for Maximum Reach00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy00:36:04 Final Takeaways & Key Lessons for 2025-----------------------------------------------------👥 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-courseS07 E170 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.We dive into real-world examples, including:+ A breakup letter that made IT professionals laugh (and convert!)+ A viral quiz that unexpectedly blew up on social media+ The hidden content signals that tell you whether your idea will workTune in and learn:+ How to test content ideas without wasting time+ What makes a piece of content go viral+ The must-have ingredients for high-performing contentThis episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Welcome to Full Circle 2024 with Jess Cook!01:10 The Power of Minimum Viable Content (MVC)03:00 Why MVC Should Be Part of Your Content Strategy06:00 How MVC Helps You Test and Save Time09:00 Real-World Example: Testing Ideas Before Big Campaigns12:30 What Makes a Great Minimum Viable Content?16:00 The 3 Essential Ingredients of High-Performing MVCs20:00 What NOT to Include in Your First Content Test24:00 The Secret to Measuring MVC Success27:00 When an Idea Works – and When It Fails31:00 How a Viral Quiz Almost Became the Next Wordle35:00 Why Even Great Ideas Sometimes Flop38:00 The Sweet Spot: How to Pick the Right Ideas to Test42:00 Using MVC to Prioritize Your Marketing Efforts46:00 Final Takeaways – How to Start Using MVC Today-----------------------------------------------------👥 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-courseS06 E169 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #contentmarketing

We 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 - so you know who to focus your attention on.Even better - Adem will show you how to do this without the fancy tools and tech!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Introduction: Sales-Marketing Alignment03:00 The Predictable Revenue Model: Why It’s Broken06:30 Market Segmentation: Your Competitive Advantage10:00 Why Narrow Targeting Drives Better Results13:30 Scoring Your Best Customers Effectively17:00 Firmographics, Psychographics, and Personas Explained20:30 Permission-Based Creative: Standing Out to Buyers24:00 Educating the 95%: Out-of-Market Strategies27:30 Cataloging the Market: A Step-by-Step Guide31:00 Building Feedback Loops Between Sales and Marketing34:30 Final Takeaways: Better Go-to-Market Strategies-----------------------------------------------------👥 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-courseS06 E168 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.Tune in and learn:+ Why churn and burn sales tactics are unsustainable+ How to align marketing and sales around shared goals+ The difference between being data-driven vs. data-informedThis episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 The Problem with Predictable Revenue00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo00:02:37 What is Loxo? Revolutionizing Talent Intelligence00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand00:07:18 The Difference Between Brand Awareness and Demand Creation00:09:23 The Obsession with Quantity Growth Strategies00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach00:16:10 Why Churn and Burn Tactics Are Unsustainable00:18:20 Building a Consultative Marketing-Sales Relationship00:22:03 Aligning ICPs and Segments Across Teams00:25:20 Sharing Goals: The Secret to Team Collaboration00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset00:36:01 How Podcasts and Content Build Brand Affinity00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency00:47:17 The Power of Speaking to Problems, Not Products-----------------------------------------------------👥 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-courseS06 E167 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #outbound #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Demand 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 that knowledge opening and giving us and you listeners the inside scoop of exactly what to do to get started.There’s a ton of practical advice and value from this episode. Even as seasoned performance marketers, we’re still learning and swapping tips and tricks! Be sure to tune into this week’s episode for more!Links To Mentioned Resources:Silvio Perez LinkedIn Profileadconversion.comYou 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 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 guests! We also love getting your insights by reading the reviews!

Neuroscience and B2B marketing.It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work.But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts.Chances are you’re already familiar with and actioning some of these things by applying The 5 Be’s Framework, in which we’ve baked in a lot of these ideas!We start our miniseries on Neuroscience by looking at the principles of reciprocity and consistency.While we try not to play too many mind tricks, there’s certainly a few levers here you’ll be able to pull to better help your dream customers!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------06:10 The Power of Triggers: Mother Turkeys' Instinct13:10 Introduction: The Power of Reciprocity14:00 Building Relationships through Giving15:30 The Principle of Reciprocity in Action17:00 Giving Value without Expectations18:20 Commitment and Consistency in Marketing19:50 Cognitive Dissonance and Consistency22:20 Small Commitments Leading to Bigger Actions23:50 Nurturing Relationships with Value24:50 Moving Up the Value Chain27:00 Conclusion and Recap----------------------------------------------------👥 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://theb2bincubator.com/-----------------------------------------------------S05 E107 - The B2B Playbook-----------------------------------------------------#b2b #b2bmarketing #digitalmarketing#b2bsaas #behaviouralscience #neuromarketing

CABs, 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 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 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 guests! We also love getting your insights by reading the reviews!

Our 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 and doing the type of marketing that just doesn’t work for the big boys in town. And that’s a good thing!He generously share some of his view points, which we couldn’t agree more with here at The B2B Playbook.Some key highlights:Paid channels’ incentive right now is attribution, not conversion!Demand generation is infuriatingly hard, if not impossible to measure. So that’s why most marketers don’t do it, and as a result it’s a huge opportunity because costs are low and inventory is high.Personas can be limiting, as they often don’t reflect the breadth of people within a collective group. They should be broad and diverse, but they’ll still allow you to understand where they get their information from and how the groups are made up. That type of personas are truly useful.When you change the fundamental question at the core of your marketing strategy, you open up the possibility for a more effective, long term and valuable relationship. When that transactional nature fades into the background and a value giving relationship is had, lots of things improve. Think of a tinder relationship vs meeting someone through friends.A ton to learn from classic marketing thinking, but the world is nuanced and requires a tailored approach.Value building events offline, particularly small ones, are immensely satisfying and rewarding.Tune into this week’s episode for more!Links To Mentioned Resources:https://twitter.com/randfishhttps://sparktoro.com/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 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 guests! We also love getting your insights by reading the reviews!

Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies. As we get into further areas of study, one such area to look further into is education ecosystems.Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?In this episode, we’re exploring those questions as well as how to go about building one for yourself.It’s the next level up on being helpful with your content. And one that has a lot of impact. But only if it’s right for your business!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Introduction: Building an Education Ecosystem01:00 The Five B Framework Overview02:00 The Role of Education in Brand Building03:00 AI's Influence in Modern Marketing04:20 Real-world Examples: SAS Platform05:10 HubSpot and Segment as Leading Examples06:40 The Pain Points in B2B Marketing07:50 The Power of an Education Ecosystem13:30 Automating Knowledge for Business Growth14:50 The Benefits of an Education Ecosystem----------------------------------------------------👥 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://theb2bincubator.com/-----------------------------------------------------S05 E106 - The B2B Playbook-----------------------------------------------------#b2b #b2bmarketing #digitalmarketing#b2bsaas