You've finally got your target customer to a meeting. It's taken even more touchpoints than research says it should. How do you make sure you don't screw it up?

How can you maximize your chances of winning their business?

And once you've won it, making sure it gets past legal, finance - and to make sure they stick around as a happy customer?

Today we're taking you through what you need to cover so you can nail your demo, live quoting day, or however else it is you're meeting with your target customer.

This is part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.

Today we are sharing step 3 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 3 is all about maximizing your chances of winning a deal.

Tune in and learn:

+ Why mega deals are the gold standard for business growth

+ Essential components for deal success, including market cataloging and objection handling

+ How to adapt mega deal strategies for smaller contracts

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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00:00 Unlocking the Secrets of Mega Deals

02:10 Why Mega Deals are the Gold Standard

03:40 Essential Components for Deal Success

05:50 The Power of Live Quoting Days

07:20 Introducing Your A-Team to Clients

08:40 Aligning Expectations and Overcoming Objections

10:20 Navigating Legal and Credit Processes

11:50 The Commercial Pack: Sealing the Deal

13:20 Adapting Mega Deal Strategies for Smaller Contracts

14:40 Key Benefits of Partnership Alignment

15:30 The Importance of Customer Success Planning

16:10 Wrapping Up: Next Steps in the Framework

-----------------------------------------------------

👥 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 E147 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won’t let them down, that you will deliver the outcomes expected, and that they won’t regret their decision for choosing your company.

Companies that are focussed on ‘selling the meeting’ don’t build trust. In an effort to look for the ‘needle in the haystack’ that’s willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months?

Doesn’t build a great deal of trust does it?

(We go deep into the problems with ‘selling the meeting’, the Predictable Revenue modelling and why it’s hurting your business in pt.1 of our mini-series).

But how do you build trust? Is it through content? Events? Ads?

We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine.

Today we are sharing step 2 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 2 is all about building relationships with your target customers and getting them to buy from you.

Tune in and learn:

+ Why trust is essential to your revenue engine

+ The 4 components to building trust

+ How to accelerate the trust building process

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

-----------------------------------------------------

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GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Unveiling the Ultimate Business Growth Engine

02:00 The Power of Targeted Marketing: Setting Up for Success

04:40 Building Bridges of Trust: The 5 Stages of Awareness

08:10 Real-Life Example: How Content Drives Purchasing Decisions

11:30 Next-Level Content: Making Lives Better Beyond Your Product

14:00 The Secret Recipe for Overcoming Objections

17:10 Distribution Tactics: Getting Your Message to the Right People

20:20 One-to-One Interactions: The Art of Personalized Selling

23:40 Shortening Sales Cycles: The Power of Education

26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed

-----------------------------------------------------

👥 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 E146 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?

We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.

The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.

Tune in and learn:

+ How to define your next best market

+ How to reposition your business to make it a 'no brainer' for future customers

+ How to prioritize your next targets by cataloguing the market

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

-----------------------------------------------------

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 the B2B Playbook: Creating a Business Growth Engine

01:28 Why Understanding Your Best Market is Crucial for Success

03:41 The Four-Step Process to Drive Better Commercial Outcomes

05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule

08:40 Step 2: Deep Dive into Customer Understanding

11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients

13:50 The Power of Direct Customer Interviews vs. Data Analysis

16:20 Step 3: Updating Your Positioning and Messaging

17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales

20:20 The Benefits of Building Relationships Through Market Research

22:08 Wrapping Up: The Foundation for a Successful Growth Engine

-----------------------------------------------------

👥 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 E145 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Are you struggling to acquire new customers profitably? Do you have a bloated sales team that are trying to find the needle in the haystack? Are customers churning after being sold a dream you can't deliver on?

You may have been setup to fail with a sales-led model that just won't work for your business as you scale.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Tune in and learn:

+ The end-to-end process for building a growth engine

+ Why the predictable revenue model has set you up to fail

+ Why marketing aren't able to do real marketing

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

-----------------------------------------------------

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 Introducing the Mini-Series on Business Growth

01:10 Meet Adam Manderovic: 7x Head of Sales

02:10 The Gap in B2B Go-to-Market Strategies

03:40 Revolutionizing Sales Proposals with Animations

05:00 Aligning Marketing and Sales for Revenue Growth

06:40 What is a Business Growth Engine?

08:10 The Impact of Venture Capital on Marketing Metrics

09:50 The MQL Trap: Why Traditional Lead Gen Fails

11:30 Lost Marketing Fundamentals in B2B

13:10 The 5 Stages of Buyer Awareness

14:30 Targeting the 97%: Beyond Active Buyers

15:40 The Reality of Your Addressable Market

16:50 Why Only 0.6% of Your Market is Accessible

17:50 The Loss of Key Business Development Skills

18:40 Bringing Back Commercial Acumen to Marketing and Sales

-----------------------------------------------------

👥 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 E144 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

We’ve shared our 5 BEs Demand Generation Framework with you in over 140 episodes of The B2B Playbook. That’s our ‘free, easy’ way for marketers to get started learning about what a Demand Generation program should really look like.

But working out exactly how to implement a Demand Generation engine in your business is going to take time and considerable effort – often outside of your regular working hours.

Even if you set out with the best intentions, Demand Generation programs are often interrupted by day-to-day requests and activities and get pushed down the priority list. But the truth is – until you have a Demand Generation program running for your business, your marketing will forever be reactive. You will never get off that hamster wheel. And you’ll never consistently contribute to pipeline.

That’s why Kevin and I created our Demand Generation Course – The B2B Incubator. In this program, we give you the strategy, templates and tools to build your own Demand Generation engine in 12 weeks. The feedback has been amazing, and we’re so proud of the results our marketers are driving from the program (but more on that later).

Today we’re going to share more about our Demand Gen Course, The B2B Incubator to help you decide if it’s right for you or not.

Tune in and learn:

+ The end-to-end process for building a demand generation engine

+ Why B2B Marketing Managers, CMOs, Consultants and Demand Generation specialists love our program

+ Why you should document your demand generation engine in-house

If you're keen to learn more about demand generation and want the strategy, templates and tools to do it - watch this episode to see if our course is right for you.

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GET the latest CONTENT: https://theb2bplaybook.com/

-----------------------------------------------------

00:00 Unlock Your Demand Gen Engine in Just 12 Weeks

03:00 The 5 B's Framework: Your Secret Weapon for B2B Success

06:00 Why Most B2B Marketers Struggle (And How to Fix It)

10:00 Inside the B2B Incubator: Your Roadmap to Revenue Growth

14:00 From Reactive to Proactive: Transforming Your Marketing Approach

18:00 The 3-Part Strategy to Dominate Your Market

22:00 Crafting Content That Converts: Our Proven Formula

26:00 Measuring Success: The Metrics That Really Matter

30:00 Scaling Your Demand Gen Engine: Paid Media and ABM Tactics

34:00 Real Results: What Marketers Say About the B2B Incubator

37:00 Why In-House Demand Gen Trumps Outsourcing

40:00 Your Next Steps: How to Join the B2B Incubator

-----------------------------------------------------

👥 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 E143 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

We sat down with Alan Hale, president of Consight Marketing Group, to discuss the importance of voice of the customer (VOC) research for B2B companies. Alan is a true expert in the field, and he shared his insights on why customer obsession should be the North star for any business.

According to Bain & Company, only 21% of B2B companies identify and act on customer insights. That's a shockingly low number, and it's one of the main reasons why so many businesses fail to succeed in the marketplace. VOC research allows you to make better business decisions, minimize the risk of failure, and differentiate yourself from the competition.

Alan breaks down the right way to conduct VOC research, emphasizing the importance of taking an outside-in approach and truly understanding your customers' needs, pain points, and expectations. He also highlights the limitations of relying solely on surveys and why qualitative research is crucial for gaining deeper insights.

Tune in and learn:

+ The 80/20 rule: Why you should focus on your best customers

+The 10-30-90 rule: Continuous customer touchpoints for success

+ Practical examples of how VOC research has helped businesses thrive

Whether you're a marketer, business owner, or anyone interested in understanding your customers better, this episode is a must-watch. Alan's wealth of knowledge and real-world examples will open your eyes to the power of customer obsession and the potential pitfalls of marketing malpractice.

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GET the latest CONTENT: https://theb2bplaybook.com/

-----------------------------------------------------

00:00:00 Marketing Malpractice: The Shocking Truth About B2B Companies

00:05:10 The Importance of Voice of the Customer (VOC) Research

00:10:20 Taking an Outside-In Approach: Putting Customers First

00:15:30 The Right Way to Do Voice of the Customer Research

00:20:40 Why Surveys Alone Aren't Enough for VOC Research

00:25:50 The 80/20 Rule: Focus on Your Best Customers

00:31:00 A Practical Example: Helping a Company Enter the U.S. Market

00:36:10 The Power of Customer Obsession: Closing the Loop

00:41:20 Overcoming Objections: Why VOC Research Is Worth It

00:46:30 The Importance of Getting Buy-In from Customers

00:51:40 The 10-30-90 Rule: Continuous Customer Touchpoints

00:56:50 A Red Flag Example: Saving a Major Account

01:02:00 Key Takeaways: Customer Obsession Is the Path to Success

-----------------------------------------------------

👥 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 E142 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #voiceofthecustomer #voc #customerresearch

When sales and marketing play on the same team, an organization is able to acquire new customers far more efficiently. But the two are so often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

To help you out, we've teamed with with Steve Armenti (VP Revenue Marketing and ex-Google) to discuss how the two roles can become more aligned, and start work as one revenue team.

We put together a Sales and Marketing Workbook that you can grab for free here:

It has 45 questions that you can work through with sales to make sure you're as aligned as possible. We've had amazing feedback from teams that used this workbook, so make sure you check it out!

In addition to Sales and Marketing alignment, Steve shares his expert strategies for driving revenue through effective demand generation, and his innovative use of AI.

This is pt.13 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ Strategies for overcoming roadblocks to sales and marketing alignment

+ How to measure marketing's impact with demand gen

+ Tactics for scaling personalized, high-touch ABM campaigns

This episode is a must-watch for B2B marketers seeking to stay ahead of the curve and drive revenue growth through innovative demand generation strategies. With Steve's expertise and real-world examples from Google, you'll gain a competitive edge in the ever-evolving world of B2B marketing.

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

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-----------------------------------------------------

00:00:00 Intro: Insights on Demand Generation

00:01:02 Steve Armenti: Google's Demand Gen Guru

00:02:55 Defining Demand Generation

00:05:10 Measuring Marketing's Impact: Revenue Marketing

00:08:00 The Importance of Sales & Marketing Alignment

00:12:20 Overcoming Roadblocks to Alignment

00:17:00 The 10-Step Sales & Marketing Alignment Workbook

00:21:10 Generative AI for ICP Research & Segmentation

00:27:00 High-Touch Account-Based Marketing (ABM)

00:32:30 The Art of Personalization in ABM

00:36:10 Leveraging AI for Account Targeting

00:40:30 Scaling Personalized ABM Campaigns

00:44:20 The Future of Demand Generation & ABM

00:48:00 Key Takeaways & Closing Thoughts

00:51:10 Outro: Subscribe & Follow for More

-----------------------------------------------------

👥 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 E141 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

Sales and Marketing alignment is the holy grail for an organization. When the two work together, the business benefits enormously by having a much more efficient method of acquiring new customers.

But the reality of most organisations is the two teams are often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

Today we're going to share (in our experience) a framework for how the two roles can become more aligned, and start work as one revenue team. We'll start by diving into some misconceptions as to how sales and marketing should work together. We'll then provide our framework and advice on how the two can collaborate better. Finally, we'll give you the metrics sales and marketing should share, and finish with some practical tips on how marketing can keep a closer working relationship with sales.

To illustrate these concepts, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.12 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ Where Sales and Marketing teams go wrong working together

+ How to define the roles of sales and marketing

+ Shared reporting for the two teams and a meeting agenda

This episode is a must-watch for any B2B marketer looking to level up their demand generation efforts and work closer with sales.

-----------------------------------------------------

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 The Ultimate Guide to Sales & Marketing Alignment

03:32 Busting Myths: What Sales & Marketing Really Do

06:52 Why Marketing Isn't Just the 'Make It Pretty' Department

09:13 Aligning Goals: The Foundation of Success

11:10 Targeting Together: One Team, One Dream

13:11 Defining Roles: Who Does What in B2B

15:30 Closing the Loop: Real-World Insights Matter

17:30 Shared Metrics: The Key to Unity

20:40 Sales Enablement: Making Content That Converts

22:22 FAQs: Your Secret Weapon for Alignment

23:20 Weekly Meetings: Short, Sharp, and Productive

-----------------------------------------------------

👥 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 E140 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing