The B2B Incubator

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How do we create all of this content in just 5-6 hours a week? That's what we shared this week in our Live Q&A for The B2B Incubator with Demand Gen marketers Pictured is a snippet from my whiteboard that I love sharing in these sessions --- It's all about Content Repurposing And having systems and process for taking a PILLAR piece of content (like a webinar or podcast), and using it to fuel all your content Each week, we record The B2B Playbook And from that we get: + 40min podcast + 30min YT episode + 8x TikToks/YT Shorts + 1x mega article + 1x newsletter We have systems and templates in place to help us repurpose as quickly as possible, while maintaining a high standard. That allows us to always get it done and remain consistent (And consistently getting in front of your ICP is the key to Demand Generation) --- If you want to the 'behind the scenes' look at how we do all this... Our next Cohort of The B2B Incubator (our Demand Gen course) launches November 18. The goal? To get you to build this Demand Gen Engine over 12 weeks ------ See below for EXACTLY what we cover, and how it's helped teams drive up to 80% of pipeline #b2b #b2bmarketing #demandgen #demandgeneration

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 - CMOs - marketing managers - heads of marketing - 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 80% of pipeline with their marketing _________________ 👇 Apply to be part of our next cohort (launching soon!) Check below to: - see the full program outline of what you'll learn - apply now for our November cohort! #b2b #b2bmarketing #demandgeneration #contenstrategy

Leadership need to understand this before it's too late - (and it's probably why the business is struggling to scale): 1. You don't have the resources to convince your Total Addressable Market that they should trust you and buy from you 2. Your 'Ideal Customers' (ICP) also aren't all in 'buy mode'. Only 5% of them are.         3. Of those 5% in-market, research shows that 8/10 won't consider buying from your company unless they've heard about you BEFORE Day 1 of looking for a solution (📰 Research from Bain & Company) So that 5% isn't available to you. It's actually 20% of that 5%. (That's 1%) ---- No wonder it feels like finding a needle in a haystack! ---- So how DO you SCALE then? Well, Marketing's job is to use the resources available to NOT ONLY help build affinity with the 5% who are in-market to buy right now - but the other 95% of your ICP that aren't in 'buy mode' yet. And lead them to the logical conclusion that their problem is worth prioritising, and you're the perfect company to help them solve it. The sooner you allocate resources to this, The sooner your company will be able to scale selling beyond the 1% of your ICP. ------- We call this Demand Generation A strategy for reaching both the 5% in-market, and 95% of future buyers .... and we show you how to do this step-by-step every week on The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen

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 - CMOs - marketing managers - heads of marketing - 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 80% of pipeline with their marketing _________________ 👇 Apply to be part of our next cohort (launching soon!) Check below to: - see the full program outline of what you'll learn - apply now for our November cohort! #b2b #b2bmarketing #demandgeneration #contenstrategy

Calling all B2B Marketing Managers 📢 Our top rated Demand Gen Course gives you the: - strategy - templates - tools To drive more demand for your brand. Plus, you get Live Q&As with Demand Gen experts to answer your questions along the way 🕺 ___ It's no fluff, all actionable And it gives you the CONFIDENCE to know you're executing a long term marketing program that works ___ All go through the program and are now following and executing the plan they made Some are now even driving as much as 80% of pipeline with their marketing ___ 👇 Apply to be part of our next cohort

Here's our *detailed process for building a Demand Gen Engine (sorry - it's a little long might want to save) (P.S. A Demand Gen Engine is a structured framework for consistently reaching future buyers, and trying to capture in-market ones) It needs to do a few things: 1️⃣ Build trust with the 95% of the market not currently in 'buy' mode 2️⃣ Lead them to the logical conclusion you're the perfect solution for them 3️⃣ Make sure you're no.1 on the 'short list' they make when they're in market It should also of course make sure you're front and centre to capture those 'in-market' buyers Typically, Marketers are stuck in 'reactive' mode, responding to the pressures of the business and sales team. When we finally get the chance to do some 'real marketing', it's haphazard and random... ... when the research shows that what we need is well-informed and consistent marketing to stay top of mind ---------- OUR DEMAND GEN ENGINE FRAMEWORK ---------- STAGE 1 - Deeply Understand Your Best Customers First, it starts with defining a segment of the market as your ICP. We all have limited time, energy and resources - you need to allocate yours to a segment of the market to have an outsized outcome if you're up against an incumbent The steps involved are: + run 80/20 analysis to find best-fit customers + conduct customer interviews to understand pains, motivations, benefits + update positioning/messaging to reflect this + document their typical buying journey and questions on the way + understand sources of influence and where they hang out online/offline This gives you a deep understanding of your BEST customers. Now when we build our content engine, it's built on market information, not guesses --- STAGE 2 - Content Flywheel To Build Trust With Your ICP Now that we understand our segment and have a good idea of what questions they ask on their buying journey - We need to create content that addresses each of these questions. Our favourite framework for this is The 5 Stages of Awareness. It's a great framework that helps you map the buying journey and to make sure you have the appropriate resources to respond to it Crucial to this stage is ensuring: + all content is mapped to The 5 Stages of Awareness + insights come from Subject Matter Experts + you have a content repurposing system + you have a feedback loop for improving your content Pillar content comes from Subject Matter Experts Repurposed content is done by the marketing team This needs to be a consistent, documented system --- STAGE 3 - Acceleration and Distribution This is a fancy way of saying - make sure that your ICP actually SEE your helpful content You can distribute: 1:Many (ads, organic social, youtube) 1:Few (events, webinars, forums) 1:One (call, text, email, DM) Both marketing and sales should be equipped to be as consultative as possible ======= We show you how to do it step-by-step on The B2B Playbook

I caught up with the CMO of Dreamdata to find out how they used DEMAND GEN to become a top B2B attribution platform. Here's what he said: 1️⃣ B2B Buying Journeys are LONG The average B2B buying journey takes 192 days. That's over 6 MONTHS of nurturing before you see results! (the journey is actually probably a lot longer than that) You can't just chase 'quick wins' if you want to grow over the long term 2️⃣ Start at the Bottom of the Funnel + Focus on high-intent keywords + Leverage review platforms (G2, Capterra) 3️⃣ Create Content that Pulls Buyers In + Host weekly live events with industry experts + Repurpose content across multiple channels + Build a strong personal brand on LinkedIn 4️⃣ Balance exploitation and exploration + Double down on what's working + Continuously test new channels + Monitor impression share to avoid saturation --- The devil is (as always) in the details! Catch our full episode with Dreamdata's CMO and Co-Founder Steffen Hedebrandt on The B2B Playbook A huge thank you to him for being so generous with the details he shares in the full episode LISTEN, WATCH or READ the episode on your favourite platforms below! #b2b #b2bmarketing #demandgeneration #marketingattribution

We had 5 meetings with SQOs on Tuesday It took 2 years to get those meetings. Let me explain: Here's what most miss about the power of Demand Gen: Some had been following our company, The B2B Playbook for 1 month, others for 20 months. But in our meeting, they were all product aware, and keen to join. ↓ So why did it take some 1 month, and others 24 months to apply? Well, They were at different points in their own buying journey when they came across The B2B Playbook So here's how we influenced their decisions: + we mapped their buying journey to the 5 stages of awareness + we created content on it + we consistently distributed it to our Dream Customers We did this on a 1:many, 1:few, and 1:1 basis. And have been doing it for 2 years... ----- That means our potential buyers are able to find content that's relevant to them at each stage of awareness... ... and progress to the next (even sometimes without showing up in our CRM 😱) ----- If we'd started our Demand Gen journey 1 month ago, we'd only have 1 meeting If we'd started our Demand Gen journey 6 months ago, we'd have 3 meetings If we'd started our Demand Gen journey 18 months ago, we'd have 4 meetings But because we started it 2 years ago... ... we had 5 -------- The best time to start Demand Gen was 2 years ago The second best one? Today. Let me take you by the hand and show you how to do it in 12 weeks Check out our 12 week Demand Gen program, The B2B Incubator below #b2b #b2bmarketing #demandgen #demandgeneration

Why you should invest in demand gen: 1/ Most Companies Don't Start Their Marketing Until the 'Red Zone'. This means an allocation of marketing spend and attention on a smaller pool of people who are already problem aware or solution aware. The result? - higher customer acquisition costs (more competition for eyeballs and attention on saturated audiences means higher $$ costs) - relationship is more transactional (less referrals, less word of mouth, more a price & feature war) - reliant on someone else helping usher the buyer through early stages of awareness (no control over generating demand) 2/ Demand Gen Starts in the 'Green Zone' Most of your competitors aren't marketing here. You have the opportunity to start a relationship with your Dream Customers and earn their trust, long before your competitors even get a whiff of them. The result? - lower customer acquisition costs (they trust you before you enter the 'Red Zone') - more fruitful relationship (more referrals, word of mouth, no longer a price war) - your marketing efforts in the 'Green Zone' compound over time - shorter sales cycles (customers come to you with higher intent, more ready to buy) - doors and opportunities open that you would never have imagined 3/ Where To Start? - define your Dream Customers - deeply understand them - help them as much as possible - educate and entertain them to usher them on their buying journey We call this 'Be Ready' and 'Be Helpful' on The B2B Playbook podcast. We show you how to do it step-by-step. Season 1 is 'Be Ready' - defining and deeply understanding your Dream Customers Season 2 is 'Be Helpful' - about how to build trust and relationships at scale before your competitors do Season 3 is 'BE Seen' - how to accelerate demand with ABM and paid media ——- Want to implement Demand Generation in your business? We have two ways for you: [The FAST, PAID WAY] - our 12 Week Demand Generation Course - The B2B Incubator [The SLOW, FREE WAY] - check out The B2B Playbook Both are down below! #b2b #demandgeneration #contentstrategy #demandgen