The B2B Playbook

Your reps are booking meetings with people who were never going to buy this quarter.

In this episode, we're joined by Jake Rivera, founder of the Cacheflow Collective and one of the pioneers of the fractional SDR space. Jake went from SDR to enterprise AE inside some of the biggest software companies in the world, building around $100M in pipeline and closing over $19M along the way. George Coudounaris and Adem Manderovic dig into how he prospects to find each account's buying window, instead of pushing for a meeting on every call.

Jake explains why...

AI made outbound easy to automate - so the reps who win now are the ones buyers actually trust.

In this episode, we're joined by Morgan J Ingram, who went from one of the lowest-performing SDRs at Terminus to training more than 50,000 B2B sellers, and now runs AMP Social. George Coudounaris and Adem Manderovic dig into what outbound is really for when anyone can send a thousand messages, and what to do with the prospects who aren't buying today.

Morgan shares the 30-second cold call that turned his career around, why AI is a...

In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.

We cover:

How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.

If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.

Tune in and learn:

In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.

We cover:

Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.

If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's...

In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.

We cover:

→ Why lead scoring answers a much narrower question than most teams think

→ How individual contact scores miss the whole buying committee

→ Why engagement looks like intent when the real blocker is timing

→ What cataloging the market is and how to run it

→ How to use...

In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.

We cover:

Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.

If you are a B2B founder trying to break into enterprise sales, nail your ICP, or bui...

In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.

We cover:

His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.

If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this...

In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.

We cover:

→ Why growth does not have to mean headcount growth, especially with AI in the mix

→ How documented workflows and standard operating procedures save you time and remove guesswork

→ Why consistency in voice, tone, and quality is what builds trust in the market

→ Bu...

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.

We cover:

→ Why the MQL is outdated and how chasing it misaligns sales and marketing

→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity

→ The leading metrics that signal you are moving in the right direction

<...

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.co...

In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution.

We cover:

→ Why even the best content flops without a smart distribution plan

→ The "post and pray" mistake B2B teams make and how to think like a media company instead

→ Getting seen in an AI-driven world where traditional SEO is shifting

→...

In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.

We cover:

→ Why helpful content beats hype content every time and how it builds real trust with your dream customers

→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo

→ How to extract content from subject matter experts without wasting their time

→ Matching...

In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works.

We cover:

→ Why deeply understanding your market is non-negotiable before any messaging or content goes out

→ The 80/20 analysis for identifying the top 20% of customers driving 80% of your results

→ How to run five to ten high value customer interviews the scrappy way, even on a small team

→ Ca...

B2B Go To Market Strategy: Why Your Lead Gen Is Broken

Your lead gen program is filling a CRM and burning your market at the same time.

In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of building, this one is for you.

We pull apart the gated...

In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success working as one unit.

We cover:

→ Why the hardest part of rev ops today is separating what's real from the AI hype

→ How stacking tools and methodologies on a broken operating system only...

In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.

We cover:

→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy

→ Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM

→...

In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing.

We cover:

→ Why doing SEO and AI search alone makes life way harder, especially for higher ticket B2B

→ How buyers now search inside LLMs with their exact persona, problem, company size and budget

→ Why positioning and controlling your own narrative matters more now than it ever d...

In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine.

We cover:

→ Why another dashboard, AI-powered or not, was never the silver bullet for growing your business

→ The data problem in B2B marketing and why so many metrics are just vanity metrics

→ Our practical framework for getting insights without expensive tools

→ How to tier your ICP and tailor your rep...

In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.

We cover:

→ Why partnerships needs to be a top down strategic decision, not a side experiment

→ The foundations most companies are missing before they even hire a partnerships manager

→ How to pick the right partners using a capacity, commitment, mutual customers and capability matrix

→ Why partnerships takes a two year cycle and how...

In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.

We cover:

→ Why multi-touch attribution keeps lying to you and what it's actually measuring

→ Why ad platforms are deliberately making attribution harder for us as marketers

→ How to blend quantitative and qualitative data to get a real picture of what's driving revenue

→ Why being data influenced beats being data driven every single time

If you are...

In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy.

We cover:

→ What category entry points actually are and why they matter for B2B demand gen

→ Why LinkedIn ads is such a strong fit for targeting these key buyer moments

→ Real examples of category entry points you can build campaigns around

→ If you are a B2B marketer trying to build pipeline and stay top of mind with you...

In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now.

We cover:

→ Why YouTube beats LinkedIn for cutting through the noise in B2B

→ How to rank your videos and attract your exact ICP without needing thousands of views

→ The YouTube-first content strategy that actually drives inbound leads and pipeline

→ How to convert views into booked calls with the right CTAs

...

In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.

We cover:

→ Why strategy is rarely the problem but execution almost always is

→ What revenue enablement actually means and why most orgs get it wrong

→ The real reason AI pilots fail 95% of the time

→ Why human skills like trust, storytelling and value articulation still win deals

If you're a sales le...

In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up.

We cover:

→ Why leading indicators matter more than lagging ones early on

→ What early brand signals actually look like in practice

→ Why qualitative data and self-reported attribution is so powerful

→ A simple list of brand metrics lean teams should focus on

If you are a B2B marketer trying to justify your brand investment to leade...

Most B2B marketers think demand generation and lead generation are the same thing.

They’re not.

And confusing the two is exactly why your pipeline isn’t growing.

In this episode, we break down the real difference between demand generation vs lead generation — and why most teams are stuck running a system that creates activity, not revenue.

We walk through the 5 BE’s Framework and show how to shift from chasing leads to building real demand in your market.

Tune i...

In this video, I break down AI visibility and GEO vs traditional SEO, and whether any of it actually changes how B2B teams should go to market.

We cover:

→ What AEO and GEO actually mean and how they differ from traditional SEO

→ Why the Five B's framework still holds up in the age of AI

→ Why "be helpful" content is now more important than ever

→ 3 practical things to do instead of chasing AI visibility hacks

If you are a B2B founder, marketer...

Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It Wrong

Most B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy.

In this episode, we join Kieran Longhurst to break down the Closed Circuit Selling Strategy —why traditional sales models are failing, and how to fix them.

We unpack how sales should really work, why booking meetings is the wrong goal, and how cataloguing your market creates a feedback loop across marketing, sales, product, and leadership.

This isn’...

Is Account-Based Marketing Worth It? (Most Teams Get This Wrong)

Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it?

In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start.

We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “ca...

Most B2B marketers run LinkedIn ads… but never turn them into real pipeline.

In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a month in just 22 months.

💼 Need help running your own LinkedIn Ads?

https://theb2bplaybook.com/linkedin-ads-agency

I cover ICP targeting, Thought Leadership Ads, scaling beyond the founder's personal brand, and the feedback loops that keep the whole thing growing.

If you are a B2B f...

In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026.

We cover:

→ The background behind OpenAI's push into advertising and why they're starting with B2C

→ Why ChatGPT ads are unlikely to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-focused formats)

→ How buyer discovery is shifting from search + social toward AI assistants

→ Our 3-po...

If you're competing against companies with massive marketing budgets, paid ads alone won’t win.

In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels.

In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them.

So Alex took a different path.

Instead of...

If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.

We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business.

This isn’t theory. It’s a practical framework for small teams trying to prove brand works.

We unpack:

- Why brand keeps losing to performance

- Why “consideration” is usually measured wrong

- How to...

In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.

We cover:

Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership.

If you are a B2B marketer or founder struggling with rising customer acquisition costs and...

Revenue leaders don’t trust their pipeline anymore.

In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now.

We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour.

This is a deep dive into revenue enablement strategy at the leadership level.

We cover:

+ Why buyers are frozen (FOBO from FOMO)

+ The...

Most B2B content looks polished. But almost none of it gets remembered.

In this episode, we break down why humour isn’t a creative risk in B2B.

It’s a strategic advantage.

We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue.

Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands...

Most small B2B teams know product marketing matters.

Very few know how to make it work without specialists or big budgets.

In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams.

We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one.

Kayla also ex...

Most B2B teams rely on founder energy – until it stops working.

In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect.

Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory.

This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity...

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or...

Most B2B content fails because it isn’t built on a strategy.

In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten.

We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue.

We also share the 3-question Point of View framework we teach inside The B2B Incubator, and expl...

Closed Circuit Selling: Why the Funnel Is Breaking Your GTM

Most go-to-market teams aren’t failing on effort. They’re failing on architecture.

In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound.

We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to r...