The B2B Playbook

Kevin Chen & George Coudounaris
  • 5.0 (3)
  • MARKETING
  • UPDATED WEEKLY
The B2B Playbook

Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to. We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry. If you’re in a B2B business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/ Want more? Check out our weekly articles on https://theb2bplaybook.com/ Remember, with the right plan, anyone can grow their business online!

  1. 4D AGO

    #174: Slash LinkedIn Ads Costs: the LinkedIn and Meta Loop

    Stop Overpaying: Mastering LinkedIn & Meta Ads for B2B We 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 strategically This 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/courses SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot 04:00 What It’s Really Like Being an In-House B2B Marketer 07:30 The Challenges of Growing a SaaS Marketing Team 10:50 How to Work Effectively with Sales as a Marketer 14:20 The Realities of Building a Marketing Funnel from Scratch 17:40 Why Most B2B Marketing Strategies Fail 21:00 Live Events Are Back – But Should You Host One? 25:00 The Birth of the Generate Community 28:40 How to Build a B2B Community That Actually Works 32:30 The Power of Learning from Other Marketers 36:50 The Future of Generate and What’s Next for Axel 40:30 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E174 - The B2B Playbook #demandgeneration #demandgen #b2bmarketing #linkedinads

    25 min

  2. MAR 2

    #173: How to Build a Thriving Community - Generate B2B Founder Axel Sukianto

    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 hub 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/courses SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot 04:00 What It’s Really Like Being an In-House B2B Marketer 07:30 The Challenges of Growing a SaaS Marketing Team 10:50 How to Work Effectively with Sales as a Marketer 14:20 The Realities of Building a Marketing Funnel from Scratch 17:40 Why Most B2B Marketing Strategies Fail 21:00 Live Events Are Back – But Should You Host One? 25:00 The Birth of the Generate Community 28:40 How to Build a B2B Community That Actually Works 32:30 The Power of Learning from Other Marketers 36:50 The Future of Generate and What’s Next for Axel 40:30 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E173 - The B2B Playbook #demandgeneration #demandgen #b2bmarketing #community #b2bcommunity

    52 min

  3. FEB 24

    #172: Why Most FAIL at B2B Customer Journey Research (And How to Fix It) - Ryan Paul Gibson

    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 interviews This 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/courses SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 How to Talk to Customers & Actually Learn Something 02:10 The Big Mistake Marketers Make with Customer Interviews 04:30 Why 1-on-1 Conversations Are the BEST Research Method 06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!) 09:10 The 4 Types of Customer Interviews You Should Be Doing 12:00 How to Set Up a Customer Interview That Gets Real Insights 14:40 Who You Should Be Interviewing (And Who to Avoid) 18:20 The BEST Way to Get People to Agree to Customer Interviews 22:00 How to Ask Questions That Uncover Golden Insights 25:10 What to Do When People Don’t Want to Talk to You 28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations 32:00 How to Analyze Customer Interviews & Turn Data into Action 36:00 Real-World Examples of Customer Research Transforming Businesses 39:30 How to Use Customer Research to Improve Marketing & Sales 42:00 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E172 - The B2B Playbook #demandgeneration #demandgen #b2bmarketing #customerresearch #b2bjourney #buyingjourney

    51 min

  4. FEB 16

    #171: The Virtual Event Playbook we used to drive 500+ registrants in 8 Weeks (+pipeline & revenue) - Pallavi Dhody

    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 again This 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/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Launching Our First Virtual Event – Here’s How 04:00 Why Virtual Events Work for B2B Marketers 08:00 The Three Key Phases of a Virtual Event 12:00 How We Chose the Perfect Theme and Audience 16:00 Landing Big-Name Speakers for Your Event 20:00 The Collateral You Need for a Successful Event 24:00 The Promo Video Strategy That Drove Signups 28:00 How We Got 500+ Registrants in Just 8 Weeks 32:00 Getting Speakers to Promote the Event for You 36:00 Engaging Your Audience During the Event 40:00 The Secrets to Seamless Event Execution 44:00 The Importance of Post-Event Follow-Up 48:00 Why Thoughtful Speaker Gifts Matter 52:00 Turning Your Event Into Evergreen Content 56:00 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E171 - The B2B Playbook #demandgeneration #demandgen #b2bmarketing #virtualevent #eventmarketing

    1h 9m

  5. FEB 9

    #170: Our Simple 3 Step Demand Generation Plan for 2025

    The Simple 3-Step B2B Demand Generation Strategy for 2025 Want 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 content If 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/@theb2bplaybook SUBSCRIBE 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 2025 00:01:53 What is Demand Generation? Breaking it Down 00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale 00:07:31 The 5 Stages of Awareness: Understanding Your Buyers 00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers 00:12:31 Real-Life Examples: Why Familiarity Wins in B2B 00:15:08 The Demand Generation Strategy for 2025: Key Objectives 00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer 00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers 00:23:56 Step 2: Be Helpful – Building Trust with Content 00:27:18 Creating a Content Repurposing System for Maximum Reach 00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content 00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently 00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy 00:36:04 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E170 - The B2B Playbook #demandgeneration #demandgen #b2bmarketing

    37 min

  6. FEB 2

    #169: Minimum Viable Content: Testing Your Way to Better Results, Faster - B2B Content Expert Jess Cook

    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 work Tune 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 content This 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/@theb2bplaybook SUBSCRIBE 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 Strategy 06:00 How MVC Helps You Test and Save Time 09:00 Real-World Example: Testing Ideas Before Big Campaigns 12:30 What Makes a Great Minimum Viable Content? 16:00 The 3 Essential Ingredients of High-Performing MVCs 20:00 What NOT to Include in Your First Content Test 24:00 The Secret to Measuring MVC Success 27:00 When an Idea Works – and When It Fails 31:00 How a Viral Quiz Almost Became the Next Wordle 35:00 Why Even Great Ideas Sometimes Flop 38:00 The Sweet Spot: How to Pick the Right Ideas to Test 42:00 Using MVC to Prioritize Your Marketing Efforts 46:00 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S06 E169 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #contentmarketing

    52 min

  7. JAN 27

    #168: How to Segment the Market for an Outsized Impact in B2B - PLUS the one thing most companies don't do after

    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/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Introduction: Sales-Marketing Alignment 03:00 The Predictable Revenue Model: Why It’s Broken 06:30 Market Segmentation: Your Competitive Advantage 10:00 Why Narrow Targeting Drives Better Results 13:30 Scoring Your Best Customers Effectively 17:00 Firmographics, Psychographics, and Personas Explained 20:30 Permission-Based Creative: Standing Out to Buyers 24:00 Educating the 95%: Out-of-Market Strategies 27:30 Cataloging the Market: A Step-by-Step Guide 31:00 Building Feedback Loops Between Sales and Marketing 34:30 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S06 E168 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen

    41 min

  8. JAN 19

    #167: Why Predictable Revenue Is Killing Your Future Deals (plus how to fix with real Demand Gen) - with VP of Marketing Sam Kuehnle

    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-informed This 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/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00:00 The Problem with Predictable Revenue 00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo 00:02:37 What is Loxo? Revolutionizing Talent Intelligence 00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand 00:07:18 The Difference Between Brand Awareness and Demand Creation 00:09:23 The Obsession with Quantity Growth Strategies 00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach 00:16:10 Why Churn and Burn Tactics Are Unsustainable 00:18:20 Building a Consultative Marketing-Sales Relationship 00:22:03 Aligning ICPs and Segments Across Teams 00:25:20 Sharing Goals: The Secret to Team Collaboration 00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset 00:36:01 How Podcasts and Content Build Brand Affinity 00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency 00:47:17 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 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S06 E167 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #outbound #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

    1 hr
See All (184)

Trailer

Ratings & Reviews

5
out of 5
3 Ratings

About

Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to. We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry. If you’re in a B2B business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/ Want more? Check out our weekly articles on https://theb2bplaybook.com/ Remember, with the right plan, anyone can grow their business online!

Information

  • Creator
    Kevin Chen & George Coudounaris
  • Years Active
    2021 - 2025
  • Episodes
    184
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Kevin Chen & George Coudounaris
  • Show Website
    The B2B Playbook

You Might Also Like

Content Restricted

This episode can’t be played on the web in your country or region.

To listen to explicit episodes, sign in.

Stay up to date with this show

Sign in or sign up to follow shows, save episodes, and get the latest updates.
Select a country or region

Africa, Middle East, and India

Asia Pacific

Europe

Latin America and the Caribbean

The United States and Canada