
The B2B Playbook
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.
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Want more? Check out our weekly articles on https://theb2bplaybook.com/
Remember, with the right plan, anyone can grow their business online!
Latest episodes

May 21, 2023 • 47min
#87: Be Better - Creating Demand With A New Channel - Starting From Scratch With YouTube
We've created demand for The B2B Incubator using our podcast and LinkedIn from the ground up. It's now delivering regular pipeline and revenue for us. But we want to prove that we can do it again, so we're starting from scratch on YouTube!In this episode we show you how we're building our YouTube channel. We're just getting started, so we're sharing our results so far and our plan to grow. Key to this episode is a framework for creating demand that you can apply to any channel. We talk about key principles like deeply understanding your customers, creating helpful content regularly, and how to scale it using internal and external resources. Listen to the episode and learn:Why we chose YouTubeWhy it's the right time for us to explore a new channelOur results so farMistakes we've made so farHow we're using YouTube shorts and longer format videosHow we're improving our content creation and production to be more platform nativeTune in!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!

May 14, 2023 • 58min
#86: Tim Reid - Why Helpful Marketing is the Best Marketing To Grow Your B2B Brand (and how to do it!)
It’s a monumental episode!We have such a special guest on the show this week.The GODFATHER of helpful marketing. Someone who has provided a significant amount of inspiration to us in our own journeys.This week we chat with Timbo Reid, as he shared with us what being helpful in marketing really means and how to go about it and stick at it.There’s a few great stories in there and is a timely reminder to all of us the power of being helpful, even as we’re deep in the trenches figuring out how to further optimise our B2B marketing workflow!Links:YOUtility - Jay BaerSmallbusinessbigmarketing.comTimbo’s membershipYou 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!

May 7, 2023 • 60min
#85: Katie Ray - Build an Engaged Community For Your Brand (How to) | Where to Start, how to SCALE, how to Measure
Community. Can’t live with them, can’t live without them.And they’re a hell of a nut to crack to build a successful one in any case!Thankfully we were able to get Katie Ray onto the show this week to give us a masterclass on all things community!She shared with us some important foundations to put in place, as well as how to manage the unpredictability of growing a community.It’s a very helpful episode for those of us in the business of building a community to help others!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!

Apr 30, 2023 • 56min
#84: Michelle J Raymond - Social Selling Demystified and Growing With LinkedIn Company Pages
While we’re on the topic of optimising…How’s your LinkedIn personal and company pages looking?Chances are, it’s not getting that much love. If it is, are you struggling with how to take it to the next level, while making sure you’re growing but not alienating potential customers?How do you even build a genuine relationship anyway on LinkedIn? All you seem to see are sales pitches in DMs after some nondescript messages and ads from various brands.Well that’s why we’re having Michelle Raymond join us this week on the podcast!One of the cornerstones of any B2B marketing strategy, yet there’s a few things all of us are guilty of neglecting on LinkedIn.Tune in for this week’s episode as Michelle runs us through some helpful guiding mindsets as well as practical details on how to go about building brands your employees are proud of, and relationships that are genuine and help deliver bottom line impact. 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!

Apr 23, 2023 • 55min
#83: Jess Cook - B2B Content Marketing that Drives Demand: Strategy, Process & Tips from the Best in the Business
Content marketing comes down to standing out and building trust. But it’s easier said that done more than most things in our B2B marketing lives!So this week we got a true expert in Jess Cook to tell us all about what successful content marketing looks like.There’s so much value in what she says about how to start and where to go from there to keep scaling, even how to use those pesky AI tools that’s everywhere all of a sudden!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook?sub_confirmation=1SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.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!

Apr 16, 2023 • 59min
#82: Justin Rowe - How To Use LinkedIn Ads To Fuel Your B2B Growth | FRAMEWORK to Copy, Mistakes To AVOID, & more
You’ve probably tested LinkedIn ads, but not like this…We’re speaking with a true expert on them this week. And as usual, we’ve zero’ed in on someone who’s being helpful with their expert content!Justin Rowe takes us through his thoughts on how to make LinkedIn ads a success for any business, by thinking about it as an amplifier of your marketing ecosystem and not just another channel.Who knows, you might just find that scale we’re all after these days!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!

18 snips
Apr 10, 2023 • 1h 14min
#81: Ricky Pearl - Mastering Outbound Marketing & Sales | Evergreen Framework & Tips to Reach Customers FAST
Ricky Pearl, a Mastering Outbound Marketing & Sales expert, discusses effective outbound strategies, integrating sales and marketing, personalized messaging, leveraging tools for client engagement, and measuring outcomes to drive successful B2B campaigns.

Apr 2, 2023 • 46min
#80: Bryan Williams - Unlocking The Power of Partnerships: Grow Your Revenue by Building Curated Partnership Ecosystems
A special guest this week.Bryan Williams joins us to discuss all things partnership!We’re lucky to have him on the show. He is the founder of Hockey Stick Advisory, through which he helps tech businesses grow and scale by building curated partnership ecosystems and previously led Xero’s partnership ecosystem across AU and NZ. So he definitely knows what he’s talking about!Beyond that, he’s just a nice guy to chat to!We get his insights on what a model partnership looks like and whether you should go after one. And if you do, how to best approach it.It’s a fantastic conversation for any business looking for growth!Links to Relevant Resources:Bryan WilliamsHockyStickAdvisory.comPartnership LeadersYou 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!

Mar 26, 2023 • 34min
#79: Building Your B2B Demand Generation Engine | George Coudounaris on The LinkedIn B2B Growth Podcast
We've taken a quick break from 'Be Better' to bring you George Coudounaris' interview from the The LinkedIn for B2B Growth show. It's not just because he loves the sound of his own voice...... it's because he talks in-depth about:What is demand generation?What are the key benefits of demand generation marketing?Is demand generation marketing a short-term or long-term play?How can B2B Marketers build a demand engine?Tips for choosing the best format type and platformYou 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!

Mar 19, 2023 • 31min
#78: Be Better - Get 20x More Eyeballs On Your Content With Our Advanced Repurposing Framework
Still struggling to keep up with content creation?Even with a system in place, new channels and their content requirements can quickly blow out your workload.We’re here to help, particularly you small business marketers!We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level!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!