The B2B Playbook

How do you get buy-in from your organization to pursue Demand Generation as a strategy? We show you EXACTLY how, step-by-step. (Plus we share some free templates to help you put together the presentation you need to!)We cover everything from evaluating the effectiveness of your current lead generation efforts to calculating the true ROI of your marketing activities, including often-overlooked costs like sales time. Additionally, we introduce the concept of a "split the funnel" analysis to identify high-intent leads and demonstrate the significant impact demand generation can have on your pipeline and revenue.}We share clear examples, real-world scenarios, and walk you through the process of presenting a data-driven business case to leadership, highlighting the limitations of traditional lead generation and the scalable growth potential of demand generation.This is pt.4 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic. Tune in and learn:+ How to assess the profitability of your current marketing efforts+ The importance of including sales costs in your ROI calculations+ Techniques for identifying high-intent vs. low-intent leads+ Strategies for gradually shifting towards a demand generation model+ Tips for building a convincing business case for demand generationThis episode is a must-watch for any B2B marketer looking to drive sustainable growth, improve sales enablement, and gain leadership buy-in for a demand generation strategy.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:03:18 Defining Demand Generation00:05:15 The 97% Market Opportunity00:06:15 Evaluate Current Strategy00:07:24 Calculating Cost per Lead00:09:52 Including Sales Cost in ROI00:11:46 Calculating Revenue from Leads00:14:02 The Importance of True ROI00:15:22 Split the Funnel Analysis00:19:01 Mapping High vs Low Intent Leads00:21:58 Proposing Demand Generation00:24:23 Building the Business Case00:27:00 Gradual Shift to Demand Gen00:29:11 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/the-b2b-incubatorS06 E132 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy

Are you wondering if demand generation is the right fit for your company? We bring out the whiteboard again in this video to explore which companies are suited for demand gen. We'll take into account different go-to-market strategies, industries, and business models.We examine real-life success stories, from traditional manufacturing to cutting-edge SaaS businesses, demonstrating the power of demand gen across various industries.Whether you're a sales-led organization struggling to connect with the right prospects or a marketing team seeking better alignment with sales, this video will provide you with valuable insights and a practical framework to drive sustainable growth for your business.This is part.3 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic. Tune in and learn:+ Why your go-to-market motion doesn't matter for demand gen success+ How demand generation can impact companies in any industry+ The right time and prioritization for implementing a demand gen strategyIf you're a B2B marketer or a leader exploring whether now is the right time to start investing in demand generation, 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 Intro: What Companies are Suited for Demand Gen?00:01:02 Defining Demand Generation00:02:56 Does Go-to-Market Motion Matter?00:05:20 Demand Gen for Inbound and Outbound Strategies00:07:13 Demand Gen for Other Go-to-Market Motions00:09:06 Demand Gen for Outbound Sales Teams00:10:38 Why Industry Doesn't Matter00:13:22 Demand Gen Complements All Go-to-Market Strategies00:14:23 A Real-Life Demand Gen Success Story00:17:18 Demand Gen Impacts All Industries00:18:36 The Right Time and Prioritization for Demand Gen00:19:27 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/the-b2b-incubatorS06 E131 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy

When is the right time to invest in Demand Generation? Are you struggling to scale your B2B business? Tired of feeling like you're searching for a needle in a haystack when it comes to finding new customers? If so, it might be time to explore demand generation.What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight. --------------This episode is sponsored by Sessions.usHead over to Sessions.us and sign up for a 14-day free no strings attached free trialhttps://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk--------------In this episode of The B2B Playbook, we break down when is the right time for your B2B company to start a demand generation strategy. We share the brutal truth about why most businesses struggle to scale without demand gen and reveal the key prerequisite your company needs before launching a program.This is part.2 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic. Tune in and learn:+ The critical prerequisite your B2B company needs before starting demand generation+ 3 signs that signal your business is ready for a demand gen program+ How to launch a successful demand generation pilot projectYou'll discover the tell-tale signs that indicate your business is ready for demand generation, including the ideal company size, team structure, and level of product-market fit. We also provide practical tips on how to start small with a pilot project, support your existing acquisition channels, and document your demand gen strategy for long-term 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 Intro: When to Start Demand Generation?02:14 Recapping the 5 Bs Framework04:37 The Importance of Demand Generation06:33 Prerequisite: Product Market Fit09:22 Signs Your Business is Ready for Demand Gen11:52 Starting Small with a Pilot Project14:02 Supporting Existing Acquisition Channels15:42 Documenting Your Demand Gen Strategy17:07 Key Takeaways: When to Start Demand Gen18:40 Outro 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 E130 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy

What is Demand Generation? If you asked 10 different marketers, you'd get 10 different answers. But at The B2B Playbook, we are practitioners and teachers of Demand Generation. So we're here to set the record straight. Head over to Sessions.us and sign up for a 14-day free no strings attached free trialhttps://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybkThis is part.1 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic. Tune in and learn:+ what demand generation is+ why your business needs it and its benefits+ the difference between lead gen vs demand genWe'll also share our favourite framework to simplify demand generation. This is a 'must listen' for any B2B marketer that's looking for sustainable growth engines to fuel 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/-----------------------------------------------------00:04:30 What Is Demand Generation?00:11:35 The Core Components of Demand Gen00:13:03 The Five Stages of Awareness00:18:47 The Importance of Being First-Mind00:21:49 Crafting a Healthy Demand Gen Engine00:28:35 The Challenge of Attribution in Demand Gen00:31:47 Demand Gen vs. Brand Marketing00:33:03 Lead Gen: The Good, Bad, and Ugly00:39:22 The Limitations of Lead Gen00:40:58 The Strategic Advantage of Early Demand Gen00:42:09 Framework for Demand Creation00:43:57 Closing Thoughts & What's 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 IncubatorCheck out: https://theb2bplaybook.com/the-b2b-incubatorS06 E129 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy

Head over to Sessions.us and sign up for a 14-day free no strings attached free trialhttps://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybkThis week we have one of LinkedIn's very own marketers - Lucy Sonter - on the show to walk us through how the beast itself pulls together its own B2B go-to-market strategy. Lucy shares stories and examples from successful product launches at LinkedIn. In her former life, Lucy also worked in Sales, so she's able to weigh in on how sales and marketing can work better together. Tune in and learn:+ how to leverages sales insights to enrich your marketing strategies+ how LinkedIn changed everyone's mind about using their 'audience network'+ what customer insights you need and how to gather themJust like many of our listeners and viewers, Lucy's team is resource and time strapped - so she faces many of the same problems that you do. -----------------------------------------------------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 - Welcome & Introduction00:06:00 - The Journey from Sales to Marketing00:12:00 - Customer Insights: The Foundation of Strategy00:18:00 - Participating in Customer Advisory Boards00:24:00 - Hindi Ads Case Study: Overcoming Language Barriers00:30:00 - LinkedIn Audience Network: A Global Perspective00:36:00 - Sales and Marketing Alignment: A Personal Take00:42:00 - Enhancing APAC Strategies with Local Insights00:48:00 - Wrap-Up: The Importance of Measurement-----------------------------------------------------👥 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-incubatorS05 E128 - The B2B Playbook#b2b #b2bmarketing #demandgen #b2bsaas #demandgeneration #marketingstrategy #linkedin

Thinking of starting a B2B podcast for your company or personal brand? Or running one but you it's not achieving the goals you wanted it to? With 130+ episodes in the bank and over $1million+ in pipeline generated from their podcast, hosts of The B2B Playbook Kevin Chen and George Coudounaris share all the things they wish they knew before getting started.Because let's face it, it wasn't all sunshine and rainbows!Many of these questions have been sourced directly from the audience - so it's likely your question has been covered! Tune in and learn:+ 5 essential steps to launch your podcast+ how to make your audience fall in love with it+ the process and equipment you need to run the whole show smoothlyThis episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline. -----------------------------------------------------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 Kickoff: Why Your B2B Company Needs a Podcast05:45 First Steps: Planning Your Podcast Strategy11:30 Content Creation: Engaging Your Audience17:15 Tech Talk: Essential Gear for Starting22:50 Promotion Tactics: Increasing Your Reach28:25 Guest Selection: Booking Impactful Voices34:00 Analytics Deep Dive: Measuring Success39:35 Monetization Strategies: Making Profit45:10 Listener Engagement: Building a Community50:45 SEO for Podcasts: Boosting Visibility56:20 Future Trends: Staying Ahead in Podcasting61:55 Case Studies: Real Success Stories67:30 Challenges & Solutions: Overcoming Obstacles73:05 Final Thoughts: Your 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-incubatorS05 E127 - The B2B Playbook#b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

B2B SEO expert Sam Dunning shares strategies to drive pipeline while you sleep. Topics include common SEO mistakes, effective frameworks, content utilization, debunking SEO myths, backlink importance, on-page techniques, and SEO tools.

How can B2B SaaS companies drive long term revenue with Demand Generation? What gaps do most have in their strategy? How can they execute this strategy with so few resources?This week George Coudounaris sits down with Factors.ai to share The B2B Playbook's Demand Generation Framework - The 5 BEs Framework. He also answers questions from the audience on practically applying this framework, as well as any tips in executing it. Tune in and learn:+ the 5 BEs Framework for demand generation+ how to build a content engine that delivers revenue and is highly resource efficient+ how to start implementing this framework in your businessThis episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline. -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:30 George's Introduction & B2B Playbook Overview03:00 Fundamentals of Demand Generation06:00 Learning from Performance Marketing09:00 The 5 BEs Framework Explained12:00 Be Ready: Understanding Your Audience15:00 Be Helpful: Creating Valuable Content18:00 Be Seen: Amplifying Your Message21:00 Be Better: Optimizing Your Approach24:00 Be the Best: Advanced Tactics27:00 Generating Demand for B2B Incubator30:00 Effective Content Marketing Strategies36:00 Enhancing LinkedIn Ads for Demand Gen39:00 Conclusion & 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/the-b2b-incubatorS05 E125 - The B2B Playbook#b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing

This week we sit down with B2B Social Media Marketing expert Meryoli Arias to share how she helped Apollo.io's social media grow 400% in 9 months. She details the strategies she used to drive this rapid growth, and has set the foundations in place for a brand that continues to grow because people know, like and trust it. Tune in and learn:+ the importance of 'listening' and amplifying the voices of your audience+ the '3 circles' you need to communicate with on social media to build a strong brand+ how to get your colleagues to post more on LinkedIn (employee advocacy!)This episode is a must-watch for marketers who want to build trust with the Dream Customers on social media. -----------------------------------------------------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 Intro: The Three Circles of Social Media02:00 Apollo's Explosive Social Media Growth04:20 Crafting Apollo's Social Media Strategy06:50 Driving Apollo's Community Engagement09:10 Harnessing Organic Conversations for Growth11:30 Building Apollo's Brand Narrative14:00 Leveraging Employee Advocacy for Organic Reach16:20 Empowering Employees: The Power of Personal Brand18:40 Maximizing LinkedIn for Brand Amplification21:00 The Strategy Behind Apollo's Social Success23:20 Keeping Social Media Management Agile and Organic25:40 The Impact of Social Media Authenticity28:00 Partner Takeovers: A Strategy for Expanded Reach30:20 The Future: Innovating Apollo's Social Media32:40 Conclusion: The Power of Community in Social Media-----------------------------------------------------👥 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-incubatorS05 E124 - The B2B Playbook#b2b #b2bmarketing #socialmediamarketing #socialmediamanager #contentstrategy #demandgeneration

Demand Generation Marketing is one of the most important go-to-market strategies that a business must execute if it wants to scale profitably. But it can be so confusing and seems so hard to define. The good news? We have a framework for Demand Generation marketing that has been rigorously tested, and led many B2B marketers to go from being 'order takers' from sales, to being the major contributors to pipeline. In this episode, we take you through our proven 5 BEs Framework for Demand Generation, so any marketer can put in place a long term revenue engine in their business. For you that means: a better relationship with sales, leads that turn into revenue, and a business that can scale profitably. We've detailed our 5 BEs Framework for demand generation throughout The B2B Playbook, covering each of the 5 BEs in a season:Season 1 - BE Ready - Deeply understand your customersSeason 2 - BE Helpful - Build relationships with your best customersSeason 3 - BE Seen - Amplify and accelerate demand with paid media and ABM Season 4 - BE Better - Optimise your workflow Season 5 - BE The Best - Advanced tactics In this episode, we give you an overview of our 5 BEs Framework for Demand Generation so you can start creating your own demand engine, or plugging the gaps in your existing one. Tune in and learn:+ why demand generation is more important now than ever+ the 5 BEs Framework that you can implement in your business+ success stories from marketers like you that are now driving revenueWhether you're new to demand generation or looking to enhance your existing strategies, this episode provides the knowledge and tools you need to make a significant impact on your B2B marketing efforts.-----------------------------------------------------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: Unveiling the 5 BEs Framework for Demand Gen03:10 Deep Dive: Why the 5 BEs Matter06:50 Solving B2B Challenges: Insights & Solutions10:20 Tackling Misalignment and Lead Quality13:30 Embracing Dark Social for Community Building17:00 The 5 BEs Explained: A Comprehensive Overview20:40 Target Audience: Who Benefits the Most?24:00 The Power of In-House Marketing27:50 From Podcast to YouTube: Our Content Journey31:20 Future Directions & The Role of AI34:30 Practical Steps: Implementing the Demand Generation 5 BEs Framework37:40 Closing Thoughts: What's 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 IncubatorCheck out: https://theb2bplaybook.com/the-b2b-incubatorS05 E123 - The B2B Playbook#b2b #b2bmarketing #bottomoffunnel #contentstrategy #demandgeneration#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing