The B2B Playbook

We all know video content works, but are you really leveraging it to its full potential?In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight.Lindsay dives deep into how and why video effectively captures mindshare, engages your audience authentically, and drives significant business results.We’ll share how to easily repurpose existing videos to amplify your campaigns and even reveal the exact LinkedIn strategy that landed a 35% conversion rate—without any extra spend!Tune in and learn:+ Why capturing mindshare with video sets you up for long-term success+ Easy ways to repurpose your existing videos into fresh content+ How to run high-conversion campaigns using video on LinkedInThis episode is a must-watch for marketers who want to cut through the noise, engage their audience authentically, and maximize ROI from existing video assets.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Every Campaign Needs Video—Here's Why02:10 Meet Lindsay McGuire from Goldcast05:00 Why Mindshare Matters for Your Brand08:17 Why Video is Essential for B2B Marketing11:07 What "Video First" Distribution Actually Means13:22 The Untapped Power of Webinars16:13 How to Repurpose Existing Videos Effectively19:14 The Simplest Short Form Video Formats You Can Use Now21:21 Easy Product Release Videos That Convert24:00 How to Leverage Employee Videos to Go Viral27:51 The LinkedIn Video Play that Achieved 35% Conversion30:10 Simple Ways to Optimize Videos for LinkedIn32:02 Creating Controversial Clips to Stop the Scroll34:05 How to Quickly Find Your Best Clips with AI36:00 Key Takeaways & Next Steps-----------------------------------------------------👥 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 E175 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #linkedinads #b2b #b2bmarketing #b2bvideo

Stop Overpaying: Mastering LinkedIn & Meta Ads for B2BWe created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising.We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost.You’ll hear exactly how to apply our five stages of awareness, so you always share the right content at the right time.Tune in and learn:+ The biggest mistakes we see B2B marketers make on LinkedIn+ How to build laser-focused ICP audiences that actually convert+ Simple ways to slash your ad spend by using Meta strategicallyThis episode is a must-watch because we show you how to spend less, convert more, and keep your boss and sales team happy.This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot04:00 What It’s Really Like Being an In-House B2B Marketer07:30 The Challenges of Growing a SaaS Marketing Team10:50 How to Work Effectively with Sales as a Marketer14:20 The Realities of Building a Marketing Funnel from Scratch17:40 Why Most B2B Marketing Strategies Fail21:00 Live Events Are Back – But Should You Host One?25:00 The Birth of the Generate Community28:40 How to Build a B2B Community That Actually Works32:30 The Power of Learning from Other Marketers36:50 The Future of Generate and What’s Next for Axel40:30 Final Thoughts: Why Community is the Future of B2B Marketing-----------------------------------------------------👥 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 E174 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #linkedinads

Building a thriving community and life as an in-house marketer. Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.If you're tired of figuring it all out alone, this is the episode for you.Tune in and learn:+ The biggest challenges in-house B2B marketers face (and how to solve them)+ Why community is becoming a MUST for B2B marketers+ How Axel built Generate into a 300+ member strong B2B marketing hubThis episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot04:00 What It’s Really Like Being an In-House B2B Marketer07:30 The Challenges of Growing a SaaS Marketing Team10:50 How to Work Effectively with Sales as a Marketer14:20 The Realities of Building a Marketing Funnel from Scratch17:40 Why Most B2B Marketing Strategies Fail21:00 Live Events Are Back – But Should You Host One?25:00 The Birth of the Generate Community28:40 How to Build a B2B Community That Actually Works32:30 The Power of Learning from Other Marketers36:50 The Future of Generate and What’s Next for Axel40:30 Final Thoughts: Why Community is the Future of B2B Marketing-----------------------------------------------------👥 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 E173 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #community #b2bcommunity

How to Talk to Customers & Actually Learn Something (The Right Way)Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong.This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.Ryan has conducted over 2,000 customer interviews, and he’s going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.Here’s what we cover in this episode:Why most marketers are FAILING at customer research+ The simple process to run 1-on-1 interviews that reveal real insights+ How B2B buyers actually make decisions (Hint: It’s NOT the funnel)Tune in and learn:+ The 4 types of customer interviews you NEED to be doing+ The best questions to ask to uncover buyer motivations+ How to get people to actually agree to customer interviewsThis episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 How to Talk to Customers & Actually Learn Something02:10 The Big Mistake Marketers Make with Customer Interviews04:30 Why 1-on-1 Conversations Are the BEST Research Method06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!)09:10 The 4 Types of Customer Interviews You Should Be Doing12:00 How to Set Up a Customer Interview That Gets Real Insights14:40 Who You Should Be Interviewing (And Who to Avoid)18:20 The BEST Way to Get People to Agree to Customer Interviews22:00 How to Ask Questions That Uncover Golden Insights25:10 What to Do When People Don’t Want to Talk to You28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations32:00 How to Analyze Customer Interviews & Turn Data into Action36:00 Real-World Examples of Customer Research Transforming Businesses39:30 How to Use Customer Research to Improve Marketing & Sales42:00 Key Takeaways & Where to Start 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-courseS07 E172 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #customerresearch #b2bjourney #buyingjourney

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!