The B2B Playbook

In this episode, we break down our live SEO experiment and show how we went from zero to ranking #1 on Google for a high-intent keyword – "demand generation course" – in just 67 days. We're sharing the exact steps we took, from building a winning landing page to leveraging powerful backlinks. Special guest Sam Dunning, B2B SEO expert, walks us through the key elements that drove our success, offering actionable insights for marketers at all levels.You'll discover how to optimize your SEO strategy for maximum revenue impact, how to outcompete big brands in search rankings, and why 'money keywords' are essential for driving high-quality traffic and leads.Tune in and learn:+ How we ranked #1 in just 67 days for a competitive SEO keyword+ The exact process we used to build effective backlinks+ Why optimizing your landing page is critical for SEO successThis episode is a must-watch for any B2B marketer looking to level up their SEO game and drive more revenue for their business.-----------------------------------------------------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: The SEO Experiment04:05 Ranking #1 in Just 67 Days07:50 Beating Competitors with SEO11:43 Building a High-Impact Landing Page15:35 Why Money Keywords Matter for Demand Gen20:00 Boosting SEO with Backlinks24:10 Leveraging Internal and External Links29:13 Optimizing Your Content for Search Engines32:37 Using Media to Enhance Your SEO Strategy36:12 Maximizing SEO for Sales Enablement39:13 Why Consistent SEO Effort is Key to Success41:24 Future SEO Strategies: Scaling for Growth43:07 Conclusion: Key Takeaways and Final Thoughts-----------------------------------------------------👥 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 E160 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPHow We Ranked #1 for Our B2B KeywordsIn this episode, we’re diving into a live SEO experiment to see how fast we can rank for our money keywords, and you’ll learn the exact steps we take to do it.We’ve got SEO expert Sam Dunning on board to guide us through competitor analysis, keyword selection, and building an optimized page to rank on Google.Tune in and learn:+ How to choose money keywords that convert+ On-page SEO techniques that drive results+ How to leverage backlinks and internal linking for faster rankingsThis episode is a must-watch if you want to drive more traffic and leads to your business by ranking for the keywords that matter most!-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:48 Sam Dunning’s SEO Strategy for Ranking Keywords02:10 Case Study: Ranking “B2B SEO Agency” in 90 Days05:18 Choosing Money Keywords: Demand Generation Course07:39 Competitor Analysis: Cognism and CXL10:40 Keyword Strategy: Course vs Program12:30 Page Structure and On-Page SEO Basics15:55 Crafting the Perfect Meta Title and Description18:50 Creating a High-Converting Hero Section22:12 Internal Linking: Boosting Crawlability and SEO26:20 Leveraging Backlinks: Quick Wins for Authority30:15 Using FAQs to Overcome Objections and Build Trust34:10 Monitoring and Optimizing Over Time37:45 Lessons Learned from Sam’s SEO Journey41:12 Key Takeaways and 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/the-b2b-incubatorS06 E159 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #seo #b2bseo

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPThis week we go into why your demand generation program isn’t driving the results you need and what you can do to fix it.We’ve spent years working with B2B marketing teams of all sizes, and there are 5 common reasons we keep seeing demand generation programs fall short. Whether you’re missing out on knowing your ICP, not leveraging subject matter experts, or failing to align with sales, we’re here to guide you through it step by step.Tune in and learn:+ Why deeply understanding your ICP is critical to success+ How to build trust using subject matter experts in your content+ How to stay consistent and measure your results properlyThis episode is a must-watch if you’re struggling to get the most out of your demand generation efforts. We’ll show you how to fix the top 5 issues and get your program back on track.-----------------------------------------------------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: Why Demand Generation Fails00:48 Overview of the 5 Bs Framework01:45 Reason 1: Not Understanding Your ICP04:30 The Importance of Qualitative Research06:00 Reason 2: No Subject Matter Experts08:50 Why Trust is Built on Expertise10:45 Reason 3: Lack of Systems and Consistency12:30 Building a Content Repurposing System14:10 Demand Generation Takes Time16:00 Reason 4: Poor Measurement of Success18:30 Leading vs Lagging Indicators19:45 Reason 5: Misalignment Between Sales and Marketing21:30 Feedback Loops Between Sales and Marketing23:00 Reason 6 (Bonus): Lack of Patience24:40 Final Thoughts and Key Takeaways-----------------------------------------------------👥 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 E158 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, George Coudounaris appears as a guest on the Denave podcast to share the secrets behind sustainable B2B growth. You'll learn how to move beyond lead generation and build demand that scales.We cover everything from aligning sales and marketing teams to implementing Account-Based Marketing (ABM) effectively and using AI to repurpose content efficiently.Tune in and learn:+ Why lead generation alone isn’t enough to grow your business+ How to implement the 5 B’s Framework for demand generation+ Common ABM mistakes and how to avoid themThis episode is a must-watch for B2B marketers looking to create sustainable, long-term growth while avoiding the common pitfalls that many teams fall into. Don’t miss out on the future of demand generation!-----------------------------------------------------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 to George and the B2B Playbook03:00 The Great Divide: Misalignment Between Sales and Marketing07:10 Overcoming Sales and Marketing Alignment Challenges10:00 The 10-Step Guide to Sales and Marketing Alignment13:00 Demand Generation vs. Lead Generation Explained17:20 Why Short-Term Lead Generation Isn’t Enough20:10 The Importance of Demand Creation for Long-Term Success24:00 The 5 B’s Framework: Be Ready, Be Helpful, Be Seen28:10 How to Optimize Your Demand Generation Efforts31:00 The Rise of Account-Based Marketing (ABM)34:00 Avoiding Common ABM Mistakes38:10 Leveraging Technology in Demand Generation and ABM42:00 How the B2B Playbook Uses Content to Drive Demand45:00 Repurposing Content Efficiently with AI50:00 The Future of Demand Generation and Marketing Trends-----------------------------------------------------👥 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 E157 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running agencies and helping companies build their own in-house demand generation teams – we’re here to give you the real answer.We’ll discuss why many agencies can’t deliver on their promises and why it’s often better to build the foundation of your demand generation program in-house before turning to external help. We also cover what you need to have in place before hiring an agency and how to use one effectively when the time is right.Tune in and learn:+ Why you should start demand generation in-house+ The importance of customer interviews and qualitative insights+ When an agency can amplify your efforts and how to pick the right oneThis episode is a must-watch for any B2B marketer struggling with the decision to hire external help. Learn from our mistakes and set your business up for demand generation 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 Introduction: Should You Outsource Demand Generation?01:20 The 5 BEs Framework Explained03:00 When Companies Typically Turn to Agencies05:00 Early Mistakes: Why Agencies Often Fail07:00 Why Demand Generation Should Start In-House09:10 Key Insights Needed for Effective Demand Generation11:10 The Importance of Customer Interviews13:30 The Role of Qualitative Insights in Demand Generation15:00 Aligning Sales and Marketing for Success17:30 Common Pitfalls When Scaling Too Quickly19:20 How to Achieve Message-Market Fit Internally22:00 Building the 80/20 Analysis of Your Best Customers24:30 When Is an Agency the Right Fit?27:00 Using Agencies to Amplify Your Message29:50 Key Takeaways: When and How to Use Agencies-----------------------------------------------------👥 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 E156 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qPIn this episode, we’re going deep into the mindset that will set you up for success in demand generation. Too many marketers think there's a hidden secret to generating demand, but we’re here to debunk that myth.We walk through our 5 Bs Framework to show you how to build a sustainable demand generation engine for your business. From understanding your target audience to creating a consistent message that resonates, we cover the steps you need to drive revenue for your B2B company.Tune in and learn:+ How to effectively target your ideal customers+ The importance of consistency in your messaging+ Why feedback loops are critical for ongoing successThis episode is a must-watch for any B2B marketer looking to master demand generation and build a powerful, sustainable growth engine.-----------------------------------------------------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: Demand Generation Demystified00:01:00 Overview of the 5 Bs Framework00:03:13 The Demand Generation Mindset: Key Principles00:04:10 Importance of Target Audience Focus00:06:00 Niching Down: Why Less is More00:08:01 Building Trust and Relationships in B2B Marketing00:10:30 Consistency in Messaging: Awareness vs. Affinity00:12:59 Effective Content Strategy for Demand Generation00:14:59 The 3-5% Market Rule: Engaging the Right Audience00:17:20 Implementing a Consistent Delivery System00:19:45 The Importance of Systems and Frameworks00:21:50 Feedback Loops for Ongoing Improvement00:24:00 The Crawl, Walk, Run Approach Explained00:26:50 The Power of Content Repurposing00:29:00 Key Takeaways and 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-generation-courseS06 E155 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market’.In this eye-opening episode of The B2B Playbook, we dive deep into the world of B2B signals and triggers. We explore what they mean for marketers, sales teams, and leaders, and how to use them effectively in your strategy.Tune in and learn:+ How to identify quality signals that actually indicate buying intent+ The power of customer interviews in uncovering true buying triggers+ Why tech platforms aren't the silver bullet for B2B signal 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 Unveiling the Power of B2B Signals and Triggers01:24 The 5 B's Framework: Your Roadmap to B2B Success02:34 Decoding Modern B2B Triggers: From Job Changes to Website Visits03:44 Old School vs. New School: The Evolution of B2B Signals05:20 Common Pitfalls: Where Marketers Go Wrong with Signals06:51 The Art of Signal Interpretation: Quality Over Quantity08:33 Lessons from the Past: Traditional B2B Signal Gathering09:50 The Tech Trap: Why Platforms Aren't the Silver Bullet11:05 Case Study: When Signal Tracking Goes Overboard12:50 Nurture vs. Hard Sell: Striking the Right Balance14:30 The Customer Interview: Your Secret Weapon for Signal Discovery16:30 Uncovering Buying Triggers: Key Questions to Ask Your Customers18:18 Cataloging Your Market: A Step-by-Step Approach19:50 Putting It All Together: ICP, Triggers, and Cataloging21:30 Key Takeaways: Mastering B2B Signals and Triggers-----------------------------------------------------👥 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/the-b2b-incubatorS06 E154 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

In this episode, we dive deep into Google's massive search documentation leak and explore what it means for your SEO and content strategy - and how it plays into your wider Demand Generation strategy. With over 14,000 potential ranking factors exposed, this is a game-changer for anyone serious about digital marketing. We break down key insights from industry experts like Rand Fishkin and discuss how this leak could impact everything from content quality to brand relevance.Tune in and learn:+ How to optimize your content based on Google's newly revealed ranking factors.+ The importance of brand building in your SEO strategy.+ Why user interaction and navigation boosts are now critical for ranking.This episode is a must-watch for marketers looking to stay ahead. -----------------------------------------------------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: What Google's Leak Means for SEO & Content Strategy03:00 Overview of Google's Search Documentation Leak05:00 Key Insights from Rand Fishkin's Analysis07:30 Google's New Focus: User Interaction Scores Explained10:00 The Importance of Content Quality and Link Scores12:00 Relevance and Quality Boosts: How They Impact Ranking14:30 Optimizing for Navigation Boosts: Why Your Website Layout Matters17:00 Consistency in Content Publishing: Why It's Essential20:00 The Growing Importance of Brand in Google's Ranking22:30 Niche Strategies: Why Focusing on Smaller Markets Wins25:00 The Long-Tail Advantage: Competing with Big Brands27:30 Expert-Led Content: The Key to Winning in Google Search29:00 Building Trust: A Long-Term Strategy for SEO Success31:00 Summary and Key Takeaways32:00 Closing Remarks and Call to Action-----------------------------------------------------👥 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/the-b2b-incubatorS06 E153 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing

How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entire funnel.Steffen shares invaluable insights from Dreamdata's own growth journey, discussing everything from early-stage marketing tactics on a budget to leveraging content collaboration and the rise of B2B influencers. We also delve into Dreamdata's unique approach to weekly live events and how they've become a cornerstone of their content strategy.Tune in and learn:+ How to navigate and measure success in long B2B buying cycles+ Strategies for moving from bottom-funnel to full-funnel marketing+ The power of content collaboration and B2B influencer marketingThis episode is a must-watch for any B2B marketer looking to drive sustainable growth and prove their impact on revenue. Steffen's practical advice and real-world examples make this a goldmine of actionable insights for marketing teams of all sizes.-----------------------------------------------------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 The Key to Sustainable B2B Growth03:09 Unveiling DreamData: B2B Customer Data Platform06:12 Navigating Long B2B Buying Cycles09:30 Building Trust with Future Buyers: DreamData's Strategy13:40 From Bottom of Funnel to Full-Funnel Marketing17:28 Early Stage Marketing Tactics on a Budget21:15 The Dual Approach: Exploit and Experiment24:50 DreamData's Weekly Live Events Strategy28:00 The Power of Content Collaboration29:40 The Rise of B2B Influencers and Creators32:30 Measuring Mid and Upper Funnel Activities34:40 Qualitative Proof: Capturing Customer Feedback36:00 Closing Thoughts and LinkedIn Connection-----------------------------------------------------👥 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 E152 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #attribution #b2battribution

How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies.We explore a complete paradigm shift in webinar strategy, moving away from the traditional focus on attendance and content creation to a data-driven, partner-centric approach. Justin shares his secrets for consistently achieving 1000+ registrants, turning webinars into powerful lead generation and sales conversion tools.Tune in and learn:+ How to leverage partners and influencers to exponentially grow your webinar audience+ The 6-step registration process that captures crucial lead data and drives conversions+ Post-webinar strategies that turn no-shows into demo bookings and sales opportunitiesThis episode is a must-watch for any B2B marketer looking to revolutionize their webinar strategy, drive more leads, and achieve better ROI from their marketing efforts. Justin's insights will change the way you think about webinars forever!-----------------------------------------------------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 The Game-Changing Webinar Strategy You've Been Missing02:19 Common Webinar Pitfalls: Why Most B2B Marketers Struggle04:30 Revolutionizing Webinars: Focus on Data Collection, Not Attendance07:09 Leveraging Partners and Influencers for Massive Webinar Growth11:37 The 6-Step Registration Process That Drives Results16:40 Curating Content vs. Creating: A Stress-Free Approach to Webinars21:20 Structuring Your Webinar for Maximum Impact and Sales Conversion26:29 Post-Webinar Strategies That Turn Attendees into Customers31:30 The Power of Problem Awareness in Demand Capture37:10 Automating Follow-Ups: Balancing Efficiency and Personalization41:40 Ask More, Get More: Introducing a Revolutionary Webinar Tool-----------------------------------------------------👥 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 E151 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #webinar #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing