• #135: The 5 BEs Framework: A Step-by-Step Guide to Driving Demand Generation - Demand Gen mini-series Ep.7
    May 5 2024

    No more not knowing who’s coming to your website, convert more leads and get a free trial at Leadfeeder.com

    Get your free Leadfeeder extended premium trial here ➡️ https://bit.ly/3UCaYOX

    ---

    In this episode, we're sharing our proven 5 BEs framework for demand generation. This simple yet powerful framework has helped B2B marketers like you go from being in service of sales to consistently contributing up to 80% of pipeline.

    We'll take you through each of the five stages: Be Ready, Be Helpful, Be Seen, Be Better, and Be the Best. You'll learn how to deeply understand your dream customers, create expert content that builds trust, amplify your content to reach the right audiences, optimize your processes, and implement advanced tactics.

    This is pt.7 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 use our 5 BEs Framework to implement Demand Generation

    + A breakdown of each key step in the framework

    + Our shortcut to building and executing this Demand Gen strategy


    This episode is a must-watch for any B2B marketer looking to drive more revenue for their business. By implementing the 5 BEs framework, you'll align with sales, contribute to pipeline, and position yourself as a trusted advisor in your industry.


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

    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

    02:00 - Introducing the 5 BEs Framework

    05:30 - Why the 5 BEs Framework Works

    10:30 - Be Ready: Understanding Your Dream Customers

    15:20 - The 80/20 Rule for Customer Segmentation

    20:00 - Be Helpful: Creating Expert Content

    25:40 - Mapping Content to the Buyer's Journey

    30:30 - Repurposing and Distributing Helpful Content

    35:00 - Be Seen: Amplifying Your Content

    40:20 - Using Paid Ads to Reach Your Dream Customers

    45:10 - Account-Based Marketing Strategies

    50:00 - Be Better and Be the Best: Optimization and Advanced Tactics

    54:40 - Using the 5 BEs Framework as a Flywheel

    58:20 - The B2B Incubator Program

    01:02:00 - Final Thoughts and Outro


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


    👥 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 E135 - The B2B Playbook

    #b2b #b2bmarketing #demandgeneration #demandgen

    #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration

    Show more Show less
    35 mins
  • #134: 5 Steps to Transition from Lead Gen to Demand Gen - Demand Gen mini-series Ep.6
    Apr 28 2024

    Want to make the change from lead generation to demand generation?

    Making the shift from lead generation to demand generation can be a game-changer for B2B marketers looking to drive sustainable, scalable growth. But knowing how to execute that transition smoothly is key. In this episode, we lay out our proven 5-step framework for successfully implementing a demand gen strategy without disrupting your existing marketing efforts.

    We cover the importance of making a strong business case, cutting a portion of your budget for a pilot program, creating a detailed demand gen plan, assigning tasks and accountability, and measuring and scaling your success.


    You'll learn how to allocate a portion of your current budget to pilot a demand gen program, develop a comprehensive strategy tailored to your business, assign clear roles and accountability, and measure success so you can double down on what's working. We also share tips for getting buy-in from sales and leadership.


    This is pt.6 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 make a compelling business case for demand generation

    + Step-by-step guidance on transitioning to a demand gen strategy

    + Best practices for executing a successful demand gen pilot program


    Whether you're just starting to explore demand gen or looking to level up your existing programs, this episode breaks down exactly how to transition the right way. Follow our step-by-step guidance and you'll be on the path to a scalable demand engine that drives more qualified ops and top-line revenue.


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

    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 5 Steps to Transition from Lead Generation to Demand Generation

    00:01:19 Step 1: Making the Business Case for Demand Generation

    00:04:14 Recapping the Business Case

    00:06:26 Calculating Return on Investment

    00:09:19 Step 2: Cutting 10% of Budget for a Pilot Program

    00:12:11 Auditing Existing Activities

    00:14:42 Focusing on One Product and Segment

    00:16:18 Step 3: Creating the Demand Gen Plan

    00:19:09 Executing the Demand Gen Pilot Program

    00:21:46 Using a Gantt Chart for Task Planning

    00:23:40 Step 4: Assigning Tasks and Accountability

    00:25:32 Step 5: Measuring and Scaling Success

    00:27:52 Key Takeaways and Next Steps

    00:29:54 Closing Remarks


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


    👥 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 E134 - The B2B Playbook

    #b2b #b2bmarketing #demandgeneration #demandgen

    #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration

    Show more Show less
    34 mins
  • #133: 10 Questions to Decide If You Should Start a New Demand Gen Strategy - Demand Gen mini-series Ep.5
    Apr 21 2024

    Are you struggling to generate consistent demand and pipeline for your B2B business? In this episode of The B2B Playbook, we dive deep into 10 critical questions that will help you determine whether you need to start your demand generation strategy from scratch or simply plug the gaps in your existing approach.

    You'll love our comprehensive framework to audit and optimize your demand generation efforts. It covers key areas such as customer alignment, content creation, measurement, and documentation. They offer practical insights and actionable steps to help you build a robust demand generation engine that drives consistent pipeline and revenue.


    Throughout the episode, we share real-world examples and best practices, highlighting the importance of understanding your dream customers, leveraging subject matter experts, mapping content to the stages of awareness, and implementing effective content repurposing and distribution strategies. We also address advanced tactics like account-based marketing and product ads, ensuring you have a well-rounded approach to demand generation.


    This is pt.5 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 if your demand generation strategy is built on a solid foundation

    + The essential elements of a successful demand generation program

    + Practical tips for optimizing your existing efforts and filling gaps


    This episode is a must-watch for B2B marketers who want to maximize their demand generation impact and drive consistent growth for their business.


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

    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: Should You Start From Scratch or Plug Gaps?

    00:01:21 Overview of the Five B's Framework

    00:02:37 Question 1: Are You and Sales Aligned on Target Customers?

    00:05:58 Question 2: Is Your Understanding Based on Customer Interviews?

    00:09:21 Question 3: Are Content Pillars Based on Customer Pain Points?

    00:11:45 Question 4: Is Your Content Led by Subject Matter Experts?

    00:15:32 Question 5: Is Your Content Matched to Stages of Awareness?

    00:18:34 Question 6: Do You Have a Content Repurposing System?

    00:21:30 Question 7: Are You Tracking Leading and Lagging Indicators?

    00:23:29 Question 8: Have You Tried Account-Based Marketing?

    00:25:00 Question 9: Do You Have Product Ads Running?

    00:26:29 Question 10: Is Your Demand Gen Strategy Documented?

    00:28:17 Get Help with the B2B Incubator Program

    00:29:24 Key Takeaways and Next Steps

    00:30:31 Closing Remarks


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


    👥 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 E133 - The B2B Playbook

    #b2b #b2bmarketing #demandgeneration #demandgen

    #b2bsaas #revenuemarketing #MarketingStrategy

    Show more Show less
    33 mins
  • #132: How To Build A Winning Business Case and Get Internal Buy in For Demand Generation? - Demand Gen mini-series Ep.4
    Apr 14 2024

    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.


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

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

    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

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

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


    00:03:18 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


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


    👥 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

    Show more Show less
    33 mins
  • #131: What Companies Are Suited To Demand Generation? - Demand Gen mini-series Ep.3
    Apr 7 2024

    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.


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

    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 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


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


    👥 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

    Show more Show less
    23 mins
  • #130: When is the Right Time to Invest in Demand Generation? (and mistakes to avoid getting started) - Demand Gen mini-series Ep.2
    Apr 1 2024

    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.

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

    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

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

    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.}


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

    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 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


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


    👥 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

    Show more Show less
    23 mins
  • #129: What is Demand Generation (PLUS lead gen vs demand gen, benefits, easy framework) - Demand Gen mini-series Ep.1
    Mar 24 2024

    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.


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

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

    SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

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

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


    00:04:30 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


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


    👥 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

    Show more Show less
    46 mins
  • #128: LinkedIn's own B2B go-to-market strategy (revealed) - Lucy Sonter
    Mar 17 2024

    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.

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

    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 - 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


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


    👥 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

    Show more Show less
    53 mins