The B2B Playbook Kevin Chen & George Coudounaris

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 generation

This 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.

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00:03:18 Defining Demand Generation
00:05:15 The 97% Market Opportunity
00:06:15 Evaluate Current Strategy
00:07:24 Calculating Cost per Lead
00:09:52 Including Sales Cost in ROI
00:11:46 Calculating Revenue from Leads
00:14:02 The Importance of True ROI
00:15:22 Split the Funnel Analysis
00:19:01 Mapping High vs Low Intent Leads
00:21:58 Proposing Demand Generation
00:24:23 Building the Business Case
00:27:00 Gradual Shift to Demand Gen
00:29:11 Key Takeaways

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👥 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/the-b2b-incubator

S06 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 strategy

If 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.

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
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00:00:00 Intro: What Companies are Suited for Demand Gen?
00:01:02 Defining Demand Generation
00:02:56 Does Go-to-Market Motion Matter?
00:05:20 Demand Gen for Inbound and Outbound Strategies
00:07:13 Demand Gen for Other Go-to-Market Motions
00:09:06 Demand Gen for Outbound Sales Teams
00:10:38 Why Industry Doesn't Matter
00:13:22 Demand Gen Complements All Go-to-Market Strategies
00:14:23 A Real-Life Demand Gen Success Story
00:17:18 Demand Gen Impacts All Industries
00:18:36 The Right Time and Prioritization for Demand Gen
00:19:27 Key Takeaways

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👥 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/the-b2b-incubator

S06 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.
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This episode is sponsored by Sessions.us
Head over to Sessions.us and sign up for a 14-day free no strings attached free trial
https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk
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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 project

You'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.}

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SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 Intro: When to Start Demand Generation?
02:14 Recapping the 5 Bs Framework
04:37 The Importance of Demand Generation
06:33 Prerequisite: Product Market Fit
09:22 Signs Your Business is Ready for Demand Gen
11:52 Starting Small with a Pilot Project
14:02 Supporting Existing Acquisition Channels
15:42 Documenting Your Demand Gen Strategy
17:07 Key Takeaways: When to Start Demand Gen
18:40 Outro and Call-to-Action

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👥 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/the-b2b-incubator

S06 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 trial
https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk

This 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 gen

We'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.

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
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00:04:30 What Is Demand Generation?
00:11:35 The Core Components of Demand Gen
00:13:03 The Five Stages of Awareness
00:18:47 The Importance of Being First-Mind
00:21:49 Crafting a Healthy Demand Gen Engine
00:28:35 The Challenge of Attribution in Demand Gen
00:31:47 Demand Gen vs. Brand Marketing
00:33:03 Lead Gen: The Good, Bad, and Ugly
00:39:22 The Limitations of Lead Gen
00:40:58 The Strategic Advantage of Early Demand Gen
00:42:09 Framework for Demand Creation
00:43:57 Closing Thoughts & What's Next

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👥 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/the-b2b-incubator

S06 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 trial
https://sessions.us//?utm_source=podcast&utm_medium=body&utm_campaign=b2bplaybk
This 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 them
Just 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.
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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
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00:00:00 - Welcome & Introduction
00:06:00 - The Journey from Sales to Marketing
00:12:00 - Customer Insights: The Foundation of Strategy
00:18:00 - Participating in Customer Advisory Boards
00:24:00 - Hindi Ads Case Study: Overcoming Language Barriers
00:30:00 - LinkedIn Audience Network: A Global Perspective
00:36:00 - Sales and Marketing Alignment: A Personal Take
00:42:00 - Enhancing APAC Strategies with Local Insights
00:48:00 - Wrap-Up: The Importance of Measurement

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👥 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/the-b2b-incubator

S05 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 smoothly

This episode is a must-watch for B2B SaaS marketers who want a solid strategy to follow that's guaranteed to drive long term pipeline.

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook
SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/
GET the latest CONTENT: https://theb2bplaybook.com/
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00:00 Kickoff: Why Your B2B Company Needs a Podcast
05:45 First Steps: Planning Your Podcast Strategy
11:30 Content Creation: Engaging Your Audience
17:15 Tech Talk: Essential Gear for Starting
22:50 Promotion Tactics: Increasing Your Reach
28:25 Guest Selection: Booking Impactful Voices
34:00 Analytics Deep Dive: Measuring Success
39:35 Monetization Strategies: Making Profit
45:10 Listener Engagement: Building a Community
50:45 SEO for Podcasts: Boosting Visibility
56:20 Future Trends: Staying Ahead in Podcasting
61:55 Case Studies: Real Success Stories
67:30 Challenges & Solutions: Overcoming Obstacles
73:05 Final Thoughts: Your Next Steps

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👥 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/the-b2b-incubator

S05 E127 - The B2B Playbook
#b2b #b2bmarketing #socialmediamarketing #b2bsaas #contentstrategy #demandgeneration
#B2BMarketing #DemandGeneration #MarketingStrategy #contentmarketing