The B2B Playbook

We launched a virtual event with 12 speakers, 500+ of our ICP in just 8 weeks. Our secret weapon? Expert Pallavi Dhody - here's how she helped us do it: First, let's get into why so many virtual events fail ❌ Boring topics ❌ Low engagement ❌ No pipeline impact Yet, Full Circle - our first-ever virtual event - had: ✅ 12 expert speakers ✅ 520+ registrants from our ICP ✅ A sponsor covering costs ✅ Pipeline & revenue for all involved If left to my own devices, there's no way I could have done that - especially in such a short period of time. That's why we partnered with an expert to help us do it Here’s the playbook: 1️⃣ Nail your audience & theme → Focus on an underserved audience (small-team B2B marketers) → Choose a topic that solves a real problem → Structure the learning journey for real takeaways 2️⃣ Lock in top speakers (the right way) → Choose experts with real hands-on experience → Give them everything they need - promo kits, assets, and clear asks → Make it easy for them to say yes 3️⃣ Promote like a marketer, not an event planner → Create a 🔥 promo video (ours cost just $50!) → Get speakers involved in promotion (and make it effortless for them) → Run strategic thought leadership ads 4️⃣ Make the event engaging → Use pre-recorded sessions so speakers can engage live in the chat → Have at least two people running the event (one = chaos) → Keep attendees involved with polls, Q&A, and breakout rooms 5️⃣ Maximize post-event momentum → Send thoughtful gifts to speakers (they’ll love you for it) → Repurpose every session into articles, podcasts, and social posts → Keep the conversation going - don’t let the event be one-and-done TL;DR → Virtual events can drive serious pipeline, if done right. Pallavi Dhody and I break it all down and how we did it in this episode of The B2B Playbook 👇 LISTEN, WATCH or READ the episode below! #b2b #b2bmarketing #demandgeneration #virtualevents

The combination of a seriously helpful, consistent content engine + ABM helped RIVET's marketing team drive 70% of pipeline in a traditional industry. Here's how: ------- BACKSTORY ------- The CMO of RIVET needed a growth pillar to take their SaaS business to the next stage BUT ❌ Outsourcing content led to commodity content nobody cared about ❌ 'Traditional' tactics were outdated ❌ They needed formal training and a system to develop this in-house They needed a system for consistently cranking out high quality content that: + builds trust with their ICP + matches their buying journey + leads them to the logical conclusion they need RIVET But doing this from scratch is HARD --- So their CMO Alison joined our Demand Generation Course, The B2B Incubator. In 12 weeks, she followed our process to build their engine: STAGE 1: IDEAL CUSTOMER ALIGNMENT + 80/20 analysis to define ICP + Customer interviews + Positioning and messaging + Documenting their ICP + Mapping the buying journey STAGE 2: MAP CONTENT TO BUYING JOURNEY + objections and opportunities + creating helpful content + mapping content to the 5 stages of awareness + create more, better content with content repurposing STAGE 3: DISTRIBUTE TO NICHE ICP + 1:Many + 1:Few + 1:One --- THE RESULT? They build the Construction is Hard podcast, featuring 2x subject matter experts that spoke deeply to the pains their ICP suffered They're not talking about their platform... ... but it's implied their product can solve the problems they have THE OUTPUT: + 12x episodes released in Season 1 + Content built a deep connection with their audience + Now recognised as a 'thought leader' in the industry + Content repurposed to other channels + Pillar fuels their content engine --- THE NUMBERS: + 70% of pipeline is now marketing sourced + using the podcast as part of ABM is very effective + 8/10 email clicks about the podcast lead to demos + deals directly attributed to podcast listens + podcast being used to overcome objections with prospects + industry associations brining podcast to their network ---- RIVET now have a helpful content engine to consistently stay top of mind with prospects until they're in-market, ready to buy Want to build yours for 2025? Check out why 250+ demand marketers love The B2B Incubator below #b2b #b2bmarketing #demandgen #demandgeneration

I see quite a few businesses running Thought Leadership Ads with partners and influencers, but not a lot doing it with customers --- so we're going to test it: ----------- CONTEXT ----------- Our alumni of our Demand Gen course often post their certification on LinkedIn - so I'm thinking - surely they're prime candidates for Thought Leadership Ads? For example, Take the post pictured from Snr. Demand Gen marketer Pauline Baron, MBA She was selected and joined one of our recent cohorts of The B2B Incubator Pauline kindly posted her certification and about how much she enjoyed it ----------- STRATEGY ----------- After speaking to Pauline, we're going to test sponsoring that post of hers, pushing it to our target audience of Demand Gen marketers I want to test it both in the cold and warm layer Could be a great way to bring awareness of our program to those in the cold layer And social proof for those in the warm layer ---------- EXECUTION & MEASUREMENT ---------- I'll probably ask Pauline to go back and edit the post to include a link to the overview of the course page But we won't purely optimise for landing page views We'll look at 'dwell time' and engagement rate (i.e. are people engaging with the post) We will use a brand awareness objective, as I have a tight ICP and that tends to be the cheapest way to get in front of an audience --- We're going to share exactly how this goes with subscribers of The B2B Playbook (check it out below)! P.S. Do your customers ever post on LinkedIn about wins that you've had together? Is it something you can incentivise? #b2b #b2bmarketing

What if I TOLD you, the MODEL is the problem. What if I told you, the previous modelling, provided connective actions that handed you organizational alignment? There are TWO elements at play here. → Sales Led Growth & Predictable Revenue™ Inc. modelling, has WASHED out the skillsets that were fundamentals across the funnel → Sales Led Growth - Has REMOVED the traditional learning pathway CS -> BD > Marketing / C Suite. *Where Head of Sales also encompassed Commercial Management*... Most don't realise this, as they have never seen it... ↳ So to recap, we not only have a generation of marketers and sellers, that have never seen the connective actions across the funnel, that provided piss easy organisational alignment. BUT. ↳ They also haven’t seen what good looks like, as the model is so broken - its dismantled the learning pathway. DON’T believe me? Listen closely to my explanation here. SO WHAT’S THE FIX? Leaning back into fundamentals that not only WIN you the deal, but also bring you organisational alignment, made easy. So what does good end-to-end organisational alignment look like? How can you get _marketing _sales _customer success all playing on the same team? And driving better business outcomes? ----- George Coudounaris and I have spent the majority of 2024, creating the guard rails, of how to bring fundamentals just like this into connective actions across the funnel for you, and your leaders to implement and ultimately have the tools to be empowered! And the result? Chief Revenue School- The curriculum on marketing, sales and customer success. Focus on end to end service delivery, not ‘patch resistance’ aka my silo is better than yours, nonsense. #B2B #Marketing #Sales #CustomerSuccess #MakeSalesAndMarketingGreatAgain

Please, don't build your Demand Gen Engine or GTM without these steps first: (most don't do 'step 4') (A) Run an 80/20 analysis to identify your best-fit customers. (B) Interview these customers to uncover their: + Buying journey + Pains and benefits + Why they chose you + Objections (C) Find more of these ‘best-fit’ future customers using the criteria you uncover. (D) Update your positioning and messaging to resonate with them. (E) Catalogue the market to prioritize your next targets effectively. ----- WHY THIS MATTERS With limited budget, time, and resources, ‘spraying and praying’ across your TAM won’t get you anywhere. You’ll miss the opportunity to build relationships with your Dream Customers. And you'll burn some bridges on the way ----- This process brings laser focus to your GTM efforts. The more focused you are: 1️⃣ The less likely you are to waste precious resources. 2️⃣ The less important attribution becomes, because your team is aligned - working together, not fighting for credit. ----- THE BIGGER PICTURE These steps don’t just set the foundation for a strong Demand Gen Engine. They also create alignment between Sales, Marketing, and Customer Success - a crucial ingredient for growth. We’ve partnered with 2x CRO and 7x Head of Sales Adem Manderovic to break down our entire GTM strategy into actionable steps you can follow. Check out our combined resource below! #b2b #b2bmarketing #demandgen #demandgeneration

Do you have your Demand Gen Engine ready for 2025? Figuring out how to build a demand engine is hard 😰 You'll waste time: → figuring out what to do → following LinkedIn thought leaders trying to piece it together → getting tips from Hubspot's blog → reading books from authors like Joe Pulizzi and Russel Brunson And then try to work out how it fits into your overall strategy, how to measure its success, and how to get buy-in from leadership The good news? 🛠️ There is a process for creating, launching and measuring demand engines that drive revenue for your brand We give it to you in our program - The B2B Incubator (🔓 and applications are open to join!) _________________ It's for: - small b2b marketing teams - who want the strategy, tools, and templates - to grow sustainably and drive more revenue with their marketing _________________ It's no fluff, all actionable The outcome? ✔️better leads ✔️faster sales cycles ✔️more customer loyalty And the CONFIDENCE to know you're executing a long term marketing program that works. 🕺 You also get live consultations with Me _________________ We've had: - Demand Gen marketers - Heads of Marketing - Marketing Managers - CMOs - marketing consultants All go through the program and are now following and executing the plan they made Some are now even driving as much as 70% of pipeline with their marketing _________________ 👇 Apply to be part of our next cohort launching 24 February Check below to: - see the full program outline of what you'll learn - apply now and enrol for our next cohort! #b2b #b2bmarketing #demandgeneration

Steal our business case presentation for Demand Generation PLUS these bonus calculators to help: + a presentation you can download and edit + a marketing ROI calculator + a 'split the funnel analysis' template PLUS For those who are still pouring big budget into Google Ads and G2 and not seeing a return - a Demand Capture Forecaster to track how far you can scale ----- Why are we sharing this? We help marketers build Demand Generation Engines with our 12 week program, The B2B Incubator The biggest hurdle for marketers joining? Getting budget and buy-in This is us solving the 'problem before the problem' ------------------- WANT OUR TEMPLATES? ------------------- COMMENT 'DEMAND GEN' and I'll send through the editable files for you Or, Hit the link below to download the resources 👇 ----- DISCLAIMER(s)* 1/ The data in these templates are just dummy data - please update with your own 2/ Some companies are okay with a business case being a 1 pager or an email, others want a proper presentation. We've included as much information in this template so you can choose your own adventure #b2b #b2bmarketing #demandgen #demandgeneration

So proud of the latest graduates from our Demand Gen Course - The B2B Incubator Well done Pauline Baron, MBA! You’re a very talented and clearly very driven marketer Committed to sustainable growth strategies that drive real growth Can’t wait to see what you do next!

“Alignment” is just a buzzword for most teams. Sales, Marketing, and Customer Success. These teams are supposed to work together, right? But most of the time, they don’t. Here’s the problem: 💔 Sales chases deals. 💔 Marketing chases MQLs. 💔 Customer Success is left to clean up the mess. The result? Frustrated teams, unhappy customers, and stunted growth. ---- Linkby's Co-Founder Adrian Fagerlund has a secret weapon to fix this, and actually get all departments in the company totally aligned (And it's also why they have so many happy customers) The weapon? A global Team-wide bonus ---- Here's how it works: + Growth targets are set + When they are met, everyone in the business gets a bonus NOT just Sales Why? There's so many key players to help 1 client get a big Win: + Tech team that builds the product + Sales team + Publishing team + Marketing team + Delivery team ---- No silos. No finger-pointing. Just one shared mission: delivering exceptional value to clients. ---- Is it time for leadership to put their money where their mouth is? LISTEN, WATCH, or READ Episode 166 of The B2B Playbook #b2b #b2bmarketing #teamculture

There's a process to building a Demand Gen engine (And it's not starting a podcast, or posting on LinkedIn!): Here's how to launch your first pilot Demand Gen project in 12 weeks: ----- Weeks 1-4 ------ GET YOUR ENGINE READY (a) Identify your BEST customers with 80/20 analysis (b) Conduct customer interviews to learn how to influence your Dream Customers (c) Learn to position your business so it is a 'no brainer' in the mind of the customer (d) Identify the buying committee for your Dream Customers (e) Map the buying journey so you know where to focus your resources (f) Use the Dream 100 to find a deep well of Dream Customers ----- Weeks 5-10 ------ BUILD YOUR HELPFUL DEMAND ENGINE (a) Implement our system to create EXPERT, helpful content your Dream Customers love (b) Use our Repurposing Framework to CUT down time on content creation by 50% (c) Get 15x more Dream Customers seeing your content without spending money on ads (d) Use our 3 techniques to making your content CUT THROUGH the noise (e) Get the 5 Types of Content you need to turn a Dream Customer into a buyer (f) Understand what platform and format to put your content in (g) Get the metrics you need to measure the success of your helpful content (h) Learn to SCALE your content program so you're not doing it alone ----- Weeks 11-12 ------ SCALE YOUR DEMAND ENGINE (a) Learn to accelerate demand generation using paid media (b) Create product ads that generate opportunities & revenue (c) Align with sales using Account Based Marketing (d) Create your first pilot ABM program on a shoestring budget (e) We give you a path to independence beyond the 12 week program ------------------------- This is all part of our 12 week Demand Generation program, The B2B Incubator We give you the strategy, templates, and tools to do it (250+ marketers have joined) PLUS there's Live Q&As with the rest of your cohort to see how they're implementing it. And of course I'm there to answer any questions 😇 Want to learn more? Check out the l ink below #b2b #b2bmarketing #demandgeneration #b2bmarketingstrategy