The B2B Playbook

It’s the second instalment of analysis episodes for the season!This week we’re stacking up Dreamdata’s helpful ads against the competition.Spoiler: they’re pretty pretty pretty good!We think they hit the nail on the head when it comes to doing helpful content and getting the majority of it in the feed or ungated. They also do a smashing job talking to their potential dream customers about the pain points that matter to them. And in a format that’s easy to digest!Another episode where we get into the weeds of what makes an ad good for demand generation and the 5 Be’s framework. We hope you get loads of value from these analysis chats!Tune into this week’s episode for more!Links:Link Ad ScreenshotsYou 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!

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!

Analysis Episodes!Back by popular demand, this time we’re looking at what good Be Seen ads look like and how they stack up against those we’ve analysed previously!This week we’re looking Monday.com’s LinkedIn ads and how well they’re built on a solid Be Ready and Be Helpful foundation, as well as addressing the 5 stages of awareness.We hope that this series will continue to give practical and helpful guidance on how to apply our framework to level up your B2B marketing!Tune into this week’s episode for more!Links:Link Ad ScreenshotsYou 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!

Theory doesn’t beat practical experience.But better than either is both!This week, we’re lucky enough to have Myles Madden on the show. He’s someone who’s been at the forefront of both. Learning from the best who led the demand generation movement in the states during his time at Refine Labs, and now executing inhouse what he’s learnt on the agency side.We’ve learnt a lot from chatting with him and we certainly hope our listeners will gain a lot from hearing first hand what it’s like to implement the things we talk about every week on the podcast and with our 5 Be’s framework.Some key highlights:Creating demand is creating desire, not some tactical changes.Have a story to help get buy in from the rest of the business.There’s a role for good agencies, not just in execution.Demand creation is not easy, but it’s what you have to do for long term success.Don’t be afraid to bring in creatives and give them the reins when they have the insights you have.Educate yourself outside of marketing. It will only make your marketing better!Tune into this week’s episode for more!Links To Mentioned Resources: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!

Sometimes, it’s important to get back to your roots.That’s certainly a little journey we travelled on this episode on a personal level.But also what we aim to do in these recent episodes where we talk about some topical discussions that have been coming up in the B2B space, particularly on LinkedIn recently.We use first principles from our 5 Be’s framework to look at one such topic this week:Should You Hide Your Content Behind An Email Gate?You’ll get our take and why. And more importantly the ability for you to figure this out for yourself and how to approach it without burning the house down!Tune into this week’s episode for more!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!

You could say we hustle pretty hard.But George is hustling so hard he’s got a job moonlighting as a chimney sweeper!Not really, but for a lot of our listeners they are so poor it certainly feels that way!If that applies to you, this episode will hopefully help you get on top of things a bit more! We’re talking about how a small team who’s time strapped can get started with demand generation this week.We give you some practical tips on how to go about getting started without working 24/7, but also so you know you’re on the right track to actually generating demand, instead of just capturing it and waiting for the inevitable day when that demand runs out!Tune into this week’s episode for more!Links To Mentioned Resources:The B2B IncubatorYou 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!

Kev’s got some spare time and is careful not to spend it doom scrolling on social media!Although not sure if his choice of activities to fill his time is much better!While it’s good to get off social media for your mental health, you can help improve that feed for those that do go on it!This week we’re talking about how you can use paid ads to be helpful and approach it very differently to demand capture.By bringing your helpful content to the feed, instead of asking people to leave the feed, amazing things can start to happen.Tune into this week’s episode for more!Links To Mentioned Resources:5 Stages of Awareness Episode (Ep 28)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!

Being Helpful…Sometimes it’s easier said than done!But despite the occasional $400 bill, we still stick to going long on being kind!This week, we take that same approach to product ads.Although we give them a hard time, there’s still an important role for product ads to play. Just at the right time and place, and with the right approach.And that’s what we’re talking about this week. We walk through what information you need and how to set up product ads to find the right spot to make their mark.Tune into this week’s episode for more!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!

Love is in the air in B2B land.Or at least in George-land, but we certainly love our little community of B2B marketers!This week we’re deep diving into a key concept that often gets overlooked by the best of us:Capturing vs Creating Demand.However you slice it, capturing demand is just easier to do. And that’s exactly why creating demand is often overlooked but more important!We talk about the difference and how to go about starting to create demand.Tune into this week’s episode for more!Links To Mentioned Resources:Episode 27 - Metrics To Track To Know Your Content Is WorkingYou 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!