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!

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!

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!

Scale can be a problem in itself..As your business grows, the mission gets fuzzy and the brand gets harder to explain.That can happen internally and externally.It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder!If it’s hard for your team to remember the tagline, how will your customers remember what it is that you do and your potential customers to understand your value?That’s where revisiting your storybrand comes in.This week, we not only revisit what that’s all about, but also give you practical examples and tips on how you can use it at the Be Better stage of your B2B marketing journey.Links Mentioned:A Stanford study by Gordon Bower and Michal Clark in 1969You 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!

Not another piece of content about Chat GPT!Well it is, but hopefully not one to make you either imagine riches or worry about your job!It’s inevitable that such AI tools will become a part of your workflow, if it hasn’t already. But B2B marketers, don’t worry. We have some good news.It probably means even more work for you! And it’s easy to understand and utilise them if you know where they slot in in our 5 Be’s Framework.The fundamentals haven’t changed, so you don’t need to start everything again!So tune to this week’s episode to find out how we understand AI tools like Chat GPT!Links Mentioned:Content Repurposing EpisodeAI Tool AggregatorYou 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!

Retaining an existing customer is cheaper…That’s the common saying, and it’s certainly true.We’re going to run you through how to make that the case by working on deal expansion and retention.We’ll talk about specific examples of how to do this and ways to measure the success of your efforts.Links Mentioned:Harvard Business Review Article RE RetentionEp 72 - Previous Measurement EpisodeArticle on customer retention formulaYou 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!

Things look rosy…Leads are up, steadily scaling. You’re well on the way to hitting your targets.Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business.This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves.So let’s talk about how we can avoid that and get ahead of the trend!This week, we talk about ways to look at and improve your business pipeline differently. So you can take more responsibility and control, work closer with your sales team and actually have bottomline impact with your day to day marketing activities.We look at specific metrics and actions you can focus on to accomplish this shift towards better balancing quality and quantity, profitability and scale.Links:Article on calculating pipeline velocityYou 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!

Ever feel like there’s a new paid channel to test every week?Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel?As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ads you could consider now that you’ve got a few paid ads successes and failures under your belt.Links Mentioned:Episode 47Episode 48Episode 49ChatGPTYou 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!

A very common question we get: how do we show the value of marketing.It comes up all the time in house.For those of you who have dabbled with agency life, you’ll know this is one that’s not far from conversations with clients either.Well let’s talk about how to do it effectively for B2B businesses, so as not to hamper growth!Check out how the 3 tiered approach works and help you with exactly that.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!

Another email notification.Another newsletter that quickly goes in the bin folder.That’s what we all want to avoid when it comes to our own emails we send out!So we’re talking about how to level up your EDMs to avoid that scenario.And it’s pretty easy actually! A lot of the groundwork is already there.In this episode we go through some helpful tips and a quick framework to help reset the mindset on EDMs to make your emails the ones people keep coming back to!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!