The B2B Playbook

If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast.We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.Tune in and learn:+ Why most GTM teams are misaligned – and the root cause+ How to capture first-party market intelligence that makes marketing commercially viable+ The step-by-step framework for aligning sales, marketing, and customer successThis is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.Want access to the GTM Map that's blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-school-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🔗Want access to our GTM Map? Register for our next webinar at 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 Welcome to The Circuit: Why GTM Misfires Happen01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines03:40 Why Sales & Marketing Misalignment Costs You Revenue05:50 The Predictable Revenue Problem No One Talks About08:15 How Team Incentives Broke the GTM System10:30 The Fallout: Low-Quality Meetings & Rising CAC13:20 Marketing’s MQL Trap – and How to Escape It15:40 Why Traditional Sales Methodologies Aren’t Enough18:00 The Real Cost of Sales Overpromising & CS Under-delivering21:00 Old Principles, Modern Twist: The Case for Cataloging24:10 Step 1: How BDMs Capture First-Party Intent28:30 Step 2: Turning Catalog Data into Marketing Firepower32:20 Step 3: Live Quoting Days & Seamless Handoffs36:00 Step 4: Customer Success as a Growth Engine39:20 The Circuit vs Predictable Revenue – Side-by-Side42:00 Why Cataloging Builds Long-Term Alignment45:10 Real-World Wins: From Stalled Deals to Biggest Ever48:20 How to Pilot This Framework in Your Organisation51:00 Next Steps: CRO School, Health Checks & Roundtables-----------------------------------------------------S07 E194 - The B2B Playbook#b2b #b2bmarketing #revenue #revenuealignment #salesandmarketing #sales

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine. The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn. It gets sales, marketing and customer success to all play on the same team. Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.Tune in and learn:+ How to define your next best market+ How to reposition your business to make it a 'no brainer' for future customers+ How to prioritize your next targets by cataloguing the marketIf you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. -----------------------------------------------------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 the B2B Playbook: Creating a Business Growth Engine01:28 Why Understanding Your Best Market is Crucial for Success03:41 The Four-Step Process to Drive Better Commercial Outcomes05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule08:40 Step 2: Deep Dive into Customer Understanding11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients13:50 The Power of Direct Customer Interviews vs. Data Analysis16:20 Step 3: Updating Your Positioning and Messaging17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales20:20 The Benefits of Building Relationships Through Market Research22:08 Wrapping Up: The Foundation for a Successful 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🔹 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 E145 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Transform Your Marketing with our Demand Generation Course, The B2B IncubatorWe dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.Tune in and learn:+ Why the 5 Bs Framework is a game-changer for B2B marketers.+ How to create a scalable demand generation strategy.+ Real results from marketers who took this journey.-----------------------------------------------------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 the B2B Incubator02:00 Who is This Program For?04:00 Common Challenges in B2B Marketing06:00 The Three Key Shifts for Demand Generation08:00 Why the B2B Incubator Works10:00 The 5 Bs Framework Explained12:00 Consistency is Key in Demand Generation14:00 Overview of the Program Structure16:00 The Templates and Tools You'll Use18:00 Career Benefits of the Program20:00 Real Success Stories from Alumni22:00 FAQ: Common Program Questions24:00 How to Secure Buy-in for the Program25:30 Next Steps to Join the B2B Incubator26:40 Final Cohort Info-----------------------------------------------------

Why Most B2B Positioning Fails (And How to Fix Yours)Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.Tune in and learn:+ The 6 most common B2B positioning mistakes (with real examples)+ Why your homepage is the best place to anchor positioning+ How to craft a clear, credible message your team can align aroundIf you’ve ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.-----------------------------------------------------🔗 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 Positioning Matters More Than You Think 01:10 Homepage as a Strategic Anchor for Positioning 02:38 Positioning 101: Why You Can’t Be Everything for Everyone 03:15 Common Mistake #1: Making Up a New Product Category 05:49 Common Mistake #2: Pretending You’re More Than You Are 07:52 Common Mistake #3: Positioning Around Revenue Outcomes 10:51 Common Mistake #4: Leading with AI as Your Differentiator 12:55 Common Mistake #5: Targeting Too Many Audiences 14:35 Why Brand Slogans Fail When Strategy Is Missing 16:50 The Four Essential Positioning Questions 18:40 Why You Can’t A/B Test Your Way to a Position 20:20 Category vs Use Case Positioning Explained 23:35 Figma vs Calendly: Two Positioning Approaches 26:40 How to Find the Right Level of Use Case Specificity 27:50 Segmenting Your Market: 4 Ways That Actually Help 30:00 Building Your Positioning Canvas Step-by-Step 31:30 What Does Your Product Replace? Competitive Alternatives 32:50 How Market Maturity Impacts Positioning Strategy 34:00 Differentiation: Binary vs Degree-Based Examples 36:30 Why Your Homepage Needs to Reflect Your Position 39:00 Fletch PMM’s Own Positioning Strategy (Behind the Scenes) 41:00 Bringing Positioning Into Sales, GTM, and Investor Decks 42:20 Q&A: Positioning for Horizontal Products 43:35 How to Use Use Cases to Stay Focused -----------------------------------------------------👥 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 E192 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

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