The B2B Playbook

Why MQLs Are Broken (And What to Measure Instead)B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable.Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.Tune in and learn:+ Why MQLs are based on “fantasy intent” — and what to track instead+ How to replace lead gen with real account intelligence+ What sales, marketing, and CS need to align on to win deals (and renew them)If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 MQLs Are a Lie We Keep Telling Ourselves 02:10 Sales and Marketing Broke Each Other 04:00 How Martech Incentivised the Wrong Behaviours 06:00 The Rise of GTM Engineers (and Why It’s Dangerous) 07:30 What Sales Used to Measure vs. Today’s Mess 09:00 From Carrying the Bag to Calling the Bluff 12:00 Brand Still Matters More Than Martech Tells You 15:00 Why “Create Demand” is the Wrong Idea 17:00 The Real GTM Fix: Start With Account Intelligence 19:30 Cataloguing the Market: The Mid-Market Hosting Playbook 23:00 A Real Example of ABM Done Right 26:00 The Problem With ABM Without ABS 28:00 Make Marketing the Wingman, Not the Hero 30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent 33:00 Micro-Events That Actually Move Pipeline 36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile 39:00 Don’t Waste Sales Time on Unwinnable Deals 41:00 Sales Looks Right to Left, Marketing Left to Right 44:00 Closed Lost Isn’t the End—It’s an Opportunity 47:00 When CS Is Set Up to Fail From the Start 50:00 Reactivating Lost Deals With Class 54:00 The Real Reason So Many GTM Systems Fail 57:00 How PE and VC Killed Long-Term Thinking 1:00:00 The Problem With Building to Sell, Not to Last 1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs 1:06:00 The Pyramid of Beliefs, Values, and Actions 1:09:00 How to Convince the C-Suite to Change GTM 1:12:00 Final Thoughts: This Isn’t Just a Sales Problem -----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E191 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

Join Sam Dunning, founder of Breaking B2B and SEO expert, as he dives into the revolutionary world of LLM SEO. Discover why traditional Google rankings are becoming obsolete. He shares a powerful 90-day strategy for getting your brand featured in AI-driven platforms like ChatGPT. Learn how brand mentions are now more valuable than backlinks, and uncover clever tactics like listicles and Reddit engagement to outsmart larger competitors. Get ready to adapt to the future of organic search!

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.Tune in and learn:+ The “earn the right” test Leslie uses before every email or call+ How to rebuild SDR metrics around market validations - fast+ Why AI tools like Clay help only when you start with real buyer insightThis episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Outbound Playbooks Still Stuck in 201104:00 Leslie’s Mission – Make Sales Respected Again08:00 “Earn the Right” – Trust Before Tactics12:00 Why Most Outbound Emails Flop16:00 Attribution Wars & Broken GTM Alignment20:00 Enterprise Buying Lessons on Repeatability24:00 The SDR Industrial Complex Exposed28:00 Relevance vs Personalization – Hard Stop32:00 AI & Clay: Shiny Objects or Real Help?36:00 You Can’t Automate Trust – Shortcut Myth40:00 Growth-Hack Tactics That Kill Pipeline44:00 Fixing SDR Metrics with Market Validation48:00 Timing, MQLs & Sales-Marketing Unity52:00 Hard Questions, Tonality & Buyer Respect56:00 Key Takeaways & Where to Find Leslie-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E189 - The B2B Playbook#b2b #b2bmarketing #sales #outbound #SDR

Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue.In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions.We’ll show you how to build a strong point of view, map it to your buyer’s journey, and use thought leadership ads to hit the 95% of the market that isn’t ready to buy… yet.Tune in and learn:+ The 3 questions every POV must answer to resonate+ Why most marketers fail at thought leadership (and how to fix it)+ Our exact LinkedIn Ads system for turning content into pipelineThis episode is a must-watch if you want to move beyond vanity metrics and make your brand the one buyers remember when they’re ready to act.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 How Thought Leadership Actually Builds Pipeline02:00 The 5 Bs Framework Recap04:00 Why Thought Leadership Often Fails06:00 The 3 Questions to Shape Your POV08:00 Using LinkedIn Ads to Amplify Trust10:00 Mapping Content to the Buyer Journey12:00 Why Subject Matter Experts Must Lead14:00 The Real Goal: Being Remembered at Purchase Time16:00 The Ogilvy Method for Ads that Educate & Convert18:00 How to Measure Thought Leadership Ads20:00 A Proven Framework for LinkedIn Thought Ads22:00 Patagonia: B2C Thought Leadership Masterclass24:00 How Patagonia Drives Profit Through POV26:00 B2B Example: Rivet’s Framework for Labor Ops28:00 Final Takeaways: Thought Leadership That Works-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E188 - The B2B Playbook#b2bmarketing #demandgeneration #b2b #digitalmarketing#b2bsaas #thoughtleadership #linkedinads

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.Here’s what we cover in this episode:+ Why most sales development strategies fail before the first call+ The power of cataloguing accounts (and why it's better than intent data)+ How to build outbound systems that don’t collapse when your SDR quits+ What real Sales and Marketing alignment looks likeTune in and learn:+ Why timing is a weak signal (and what to track instead)+ How cataloguing transforms your outreach strategy+ What great commercial architecture actually looks likeThis episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale, and wants a better way to reach your market.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Professor of Prospecting: Who Is Shawn Sease?04:18 Why B2B Outbound Is Broken07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be11:12 The Real Job of SDRs Today14:40 Why Buyers Aren’t Listening to You Anymore17:55 How to Build Trust Instead of Noise21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?24:46 Cataloguing: The Secret to Smarter Outreach28:05 Feedback Loops That Actually Align Sales and Marketing31:36 Why "Booked Meetings" Are a Broken Metric35:14 The Role of Customer Success in Sales Development38:46 Outbound Needs a System—Not Just a Script42:33 Stop Chasing Timing—Start Building Permission46:10 What Good Commercial Architecture Looks Like49:22 The Future of Prospecting: What's Coming 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E187 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing#b2bsaas #salesdevelopment #sdstrategy

Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.This episode, we break down how to get out of that cycle – without dropping results.We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.Here’s what we cover in this episode:+ Why most marketers default to the short term (and how to break the habit)+ The truth about diminishing returns in performance marketing+ The role brand plays in lowering CAC and increasing sales velocity+ How to map every activity to a stage of awareness using a unified frameworkTune in and learn:+ Why only 5% of your market is ready to buy – and what to do with the other 95%+ How brand building actually impacts the short term too+ How to balance your marketing budget (even on limited resources)This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Brand vs Demand: The B2B Tug of War02:55 Why Short-Term Wins Can Hurt Long-Term Growth05:10 The Real Cost of Chasing MQLs07:00 Diminishing Returns in Performance Marketing08:45 Why B2B Brands Burn Out Too Fast10:15 The Hidden Power of Brand Building11:45 Brand vs Activation: Know the Difference13:05 The 5 Stages of Awareness Explained14:55 Mapping Content to Awareness Stages16:30 Balancing Brand & Demand on a Budget18:00 What 60/40 Really Means for B2B Marketers19:35 How to Allocate Budget With Limited Resources20:55 Avoiding the 'Do It All' Marketing Trap22:05 Final Thoughts: Build for Now AND the Future-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E186 - The B2B Playbook#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy

Why Most B2B Sales Teams Are Failing (And How to Fix It)Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.But that’s not how today’s buyer wants to buy.In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales – and what comes next.We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.Here’s what we cover in this episode:+ Why the predictable revenue model has failed us+ How to segment and validate your market the right way+ The DISC profiling framework that changes how you sellTune in and learn:+ Why AI is wings for the good… but crutches for the lazy+ The Dust Bowl of B2B sales – and how to escape it+ How CRO School and Humantic AI fit togetherIf you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Sales is Broken in 202503:00 What is Humantic AI & How It Works06:00 What Broke B2B Go-To-Market (And How to Fix It)08:45 How B2B Buyer Behaviour Has Radically Changed11:30 Why Predictable Revenue Doesn’t Work Anymore13:45 Lessons from the Australian Market16:15 The Real Reason Teams Default to Volume18:30 The 'Dust Bowl' Analogy of B2B Sales21:00 Why Most B2B Sales Teams Are Stuck in 201023:30 What Market Validation Actually Means26:30 DISC Profiles: Stop Selling to Personas30:00 Matching Message, Timing & Channel with Buyer Personality33:00 Why AI Makes Lazy Sellers Worse, Not Better37:00 Why GTM Tools Can't Replace Commercial Sense40:00 The Rise of Full-Cycle Selling & Death of the SDR Model43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning46:30 Fitness, Spinal Injuries & The Grit Behind CRO School49:30 Why No Kid Wants to Be a Salesperson (But Should!)-----------------------------------------------------👥 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 Incubatorhttps://theb2bplaybook.com/demand-generation-courseS07 E185 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #b2bsaas #salesstrategy #humanticai #cro_school #buyerfirst #gtm

How Far Should You Niche Down? (And How to Know You’ve Got It Right)Most marketers are targeting too broadly—and it’s killing their go-to-market.In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.We’ll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.Here’s what we cover in this episode:+ Why niching down feels scary—but works+ How to use the 80/20 rule to uncover your best (and worst) customers+ How to test and validate if your niche is big enough to sustain your businessTune in and learn:+ The full step-by-step process to finding your Minimum Viable Market+ Real examples of how to apply firmographic, demographic, and psychographic filters+ How to reposition your business over time without losing momentumThis episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you’re stuck trying to build pipeline, this is the most important strategy you’re probably missing.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 How Far Should You Niche Down?01:00 Why Niching Down Feels Risky (But Works)02:10 Broad Targeting Is Killing Your Cut-Through03:40 The Greek Wedding Analogy: Why Specificity Wins05:00 Seth Godin's Take on Minimum Viable Market06:10 How to Spot Underserved Niches07:30 Step 1: Start With an 80/20 Customer Analysis08:30 Revenue Isn’t Everything: Find Profitable Segments09:50 What to Look for in Your Dream Customers11:00 Real Example: ESG and the Modern Slavery Act12:40 Step 2: Catalog Your Market and Validate Demand14:00 What If Your Market Is Too Small (or Big)?15:30 Don’t Forget to Call Your Churned Accounts16:30 Our Journey: From Broad B2B to Demand Gen Marketers17:40 Why You Can (And Should) Reposition Over Time18:40 Final Takeaways: Nail Your Niche and Expand Later-----------------------------------------------------👥 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-gen...S07 E184 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #b2bsaas

How to Use AI to Cut Customer Research Time in HalfMost B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming. This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on.We've experimented extensively and will share the exact process that allows marketers in small teams to finally complete customer interviews efficiently. Using AI the right way can transform qualitative data into clear, actionable insights faster than ever.Tune in and learn:+ The best AI tools for transcribing and summarizing customer interviews+ How to avoid common pitfalls (like AI hallucinations!)+ The quickest way to build accurate, insightful customer avatarsThis episode is a must-watch for B2B marketers tired of customer research always falling off the to-do list.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 How to Accelerate B2B Research with AI01:09 Quick Recap: Our Proven '5 BEs Framework'02:39 Why Customer Interviews Keep Getting Ignored04:00 The Truth About AI and Customer Research05:52 Can AI Really Replace Qualitative Research?08:48 The Best AI Tools for Recording & Transcription11:15 How AI Summarizes Customer Conversations12:11 Real-Life Example: Quick Customer Insights Capture13:19 Crucial Step: Validate Your AI Findings14:43 Creating Your Dream Customer Avatar with AI15:15 Advanced Tip: Custom GPT for Deep Insights16:00 Aligning Marketing, Sales, and Product Teams with AI16:36 Key Watch-outs When Using AI in Research17:41 Avoid AI Hallucinations with These Simple Steps18:46 Secrets to Capturing Powerful Customer Quotes-----------------------------------------------------👥 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-gen...S07 E183 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #b2bsaas #AI #CustomerResearch

Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to?This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers.We also share the powerful go-to-market process of Cataloguing the Market—a strategy that helps you validate who’s actually a good fit before you waste a single dollar on ads or outbound.Tune in and learn:+ How to identify and define your Anti-ICP (with examples)+ The 80/20 analysis that reveals who’s a drag on your business+ Why Cataloguing the Market gives you unfair timing advantageIf you’re tired of spending time and money chasing the wrong accounts—or if you’re looking to finally build a sustainable demand engine = this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓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 Stop Wasting Time on the Wrong Customers01:06 What is the 5 BEs Framework?02:19 Why You Need an Anti-ICP03:20 $10K Wasted on the Wrong Fit05:31 How to Identify Your Anti-ICP06:49 Ask Your Team: Who Do You Hate Working With?07:49 Documenting Red Flag Customers08:28 Firmographics vs Demographics09:36 Use Case Clarity: Where You Deliver Value10:35 What Anti-ICPs Tell You About the Buying Committee11:04 What is “Cataloguing the Market”?12:19 How Cataloguing Prevents Wasted Spend13:31 Why Predictable Revenue Broke Go-To-Market14:43 How Timing Drives Smarter Spend16:34 Precision Over Pressure: Striking at the Right Time-----------------------------------------------------👥 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-gen...S07 E182 - The B2B Playbook#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy