Selling Business to Business? Trying to do everything, but not sure if any of it works? We’re here to help! We're Kevin and George - digital marketing professionals who are here to share with you the RIGHT plan so you can get your amazing business growing online. We’ve waded through the noise, made the mistakes, and found what works so you don't have to. We also share tips, tricks and templates from our upcoming playbook and insights from successful people in the industry. If you’re in a B2B ...
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#156: Demand Generation: When to Hire an Agency and When to Go In-House
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Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP In this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running …
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#155: Demand Generation Simplified: The Mindset You Need to Succeed
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Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/3MHC6qP In this episode, we’re going deep into the mindset that will set you up for success in demand generation. Too many marketers think there's a hidden secret to generating demand, but we’re here to debunk that myth. We…
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#154: B2B Triggers and Signals Explained – the Right and Wrong Way to Use Them for Demand Gen
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Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market’. In this eye-opening episode of The B2B Playbook, we dive deep into the world …
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#153: What Google's Massive Search Leak Means for Demand Generation Marketers
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In this episode, we dive deep into Google's massive search documentation leak and explore what it means for your SEO and content strategy - and how it plays into your wider Demand Generation strategy. With over 14,000 potential ranking factors exposed, this is a game-changer for anyone serious about digital marketing. We break down key insights fro…
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#152: Dreamdata's CMO reveals their Demand Generation Strategy and Growth Secrets - Steffen Hedebrandt
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How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entir…
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#151: Webinar Guru Shows Us How To Drive More Sales Opportunities - Justin Zimmerman
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How do you go from 70 to 1000+ registrants for your webinar? How do you convert this to revenue? In this game-changing episode of The B2B Playbook, we dive deep into the world of webinar marketing with expert Justin Zimmerman. Justin reveals his innovative approach to webinars that's driving unprecedented results for B2B companies. We explore a com…
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#150: Reach More B2B Customers with The Dream 100 Technique
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How can you reach more ideal B2B Customers? In this episode of The B2B Playbook, we dive deep into the game-changing concept of the Dream 100 strategy. We explain how this powerful technique can help you identify and reach your ideal B2B customers more effectively than ever before. We discuss the origins of the Dream 100, how it fits into our 5 B's…
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#149: Are You Overcomplicating Demand Generation? Here's how to simplify it (George Coudounaris on TMW)
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Are you overcomplicating Demand Generation? We've been in the B2B marketing game for a while now, and if there's one thing we've learned, it's that we marketers love to overcomplicate things. Demand generation is no exception. But here's the truth: at its core, demand generation is about building relationships and solving real problems for your cus…
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#148: How to Reduce Churn with Onboarding and Increase Revenue with Expansion | CRO School - pt.5
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You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level. Otherwise you’re just constantly trying to fill a bucket with holes in it. So many organisations don’t have a smooth onboarding process to ensure the c…
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#147: Maximize Your Chances of Winning Deals | CRO School - pt.4
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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 …
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#146: How to Build Relationships of Trust and Make Companies Want to Buy | CRO School - pt.3
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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…
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#145: Foundations to Set Up Your Revenue Engine | CRO School - pt.2
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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.…
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#144: 5 Steps to Building an End-to-End Business Growth Engine | CRO School - pt.1
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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 'b…
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#143: Should You Take Our Demand Generation Course? Who it's for, outcomes and more
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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 conside…
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#142: Get a Competitive Edge with Voice of the Customer Research (VOC) - Alan Hale
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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 an…
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#141: Demand Generation, Sales & Marketing Alignment, and AI in B2B - Steve Armenti (ex-Google) - Demand Gen mini-series Ep.13
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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 '…
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#140: Getting sales and marketing working better together - Demand Gen mini-series Ep.12
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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 fo…
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#139: Our B2B Demand Gen Tech Stack: what we use and recommend - Demand Gen mini-series Ep.11
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What tools should you have as part of your Demand Generation Tech Stack? This week, we share our favourite tools that we use and that most B2B marketers should consider having in their arsenal. You'll see what we use for our own personal B2B tech stack, including tools we use for content creation, LinkedIn automation, website tracking, and more. Th…
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#138: Demand Generation KPIs: What to measure at each stage - Demand Gen mini-series Ep.10
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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 --- How should you measure the success of your Demand Generation programs? What KPIs should you use? This week, we walk you through our proven 3-tiered framework f…
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#137: How to Budget for Demand Generation (creation vs capture allocation) - Demand Gen mini-series Ep.9
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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 --- How much budget should you allocate to Creating Demand versus Capturing Demand? In other words, should you be spending more getting in front and building trust…
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#136: Our Demand Gen Content Framework that Drives Pipeline (plus how to get it seen by your audience) - Demand Gen mini-series Ep.8
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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 --- Want a demand gen content framework that builds trust and pipeline from your future customers? How can you then get it in front of your target audience? How do…
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#135: The 5 BEs Framework: A Step-by-Step Guide to Driving Demand Generation - Demand Gen mini-series Ep.7
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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 b…
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#134: 5 Steps to Transition from Lead Gen to Demand Gen - Demand Gen mini-series Ep.6
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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 impl…
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#133: 10 Questions to Decide If You Should Start a New Demand Gen Strategy - Demand Gen mini-series Ep.5
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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 framewo…
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#132: How To Build A Winning Business Case and Get Internal Buy in For Demand Generation? - Demand Gen mini-series Ep.4
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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 ma…
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#131: What Companies Are Suited To Demand Generation? - Demand Gen mini-series Ep.3
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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-ed…
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#130: When is the Right Time to Invest in Demand Generation? (and mistakes to avoid getting started) - Demand Gen mini-series Ep.2
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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 a…
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#129: What is Demand Generation (PLUS lead gen vs demand gen, benefits, easy framework) - Demand Gen mini-series Ep.1
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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_…
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#128: LinkedIn's own B2B go-to-market strategy (revealed) - Lucy Sonter
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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…
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#127: How to Start & Grow a B2B Podcast for your Company or Personal Brand - lessons from $1million+ pipeline
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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 …
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#126: Capture More Demand & Drive Pipeline with this Next Level B2B SEO Strategy - Sam Dunning
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This week we have B2B SEO strategy and execution expert Sam Dunning on the show to walk us through how B2B marketers can use SEO to capture more demand and drive pipeline while they sleep. Sam shares his no nonsense strategies and frameworks that transform SEO from a mere traffic generator to a robust lead and revenue-driving machine. Learn about c…
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#125: B2B SaaS Demand Generation: Q&A | George Coudounaris hosted by Factors.ai
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How can B2B SaaS companies drive long term revenue with Demand Generation? What gaps do most have in their strategy? How can they execute this strategy with so few resources? This week George Coudounaris sits down with Factors.ai to share The B2B Playbook's Demand Generation Framework - The 5 BEs Framework. He also answers questions from the audien…
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#124: How Apollo.io Grew Their Audience By 400% in Just 9 Months (Social Media Marketing Strategy) - Meryoli Arias
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This week we sit down with B2B Social Media Marketing expert Meryoli Arias to share how she helped Apollo.io's social media grow 400% in 9 months. She details the strategies she used to drive this rapid growth, and has set the foundations in place for a brand that continues to grow because people know, like and trust it. Tune in and learn: + the im…
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#123: Demand Generation Marketing: our easy to apply 5 BEs framework to drive revenue in B2B
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Demand Generation Marketing is one of the most important go-to-market strategies that a business must execute if it wants to scale profitably. But it can be so confusing and seems so hard to define. The good news? We have a framework for Demand Generation marketing that has been rigorously tested, and led many B2B marketers to go from being 'order …
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#122: Bottom of Funnel Content that Converts - Secrets to Capture More Demand with Lashay Lewis
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This week we sit down with B2B BoFu content expert Lashay Lewis, who shares her strategy and secrets of a Bottom of Funnel Content Strategy that converts and captures demand. She unveils the intricacies of tailoring content to drive conversions, providing practical strategies to nurture prospects effectively at the final stage of the buying journey…
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#121: Our Simple 3 Step Demand Generation Strategy for 2024 | George Coudounaris on the Execution Matters Show
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Demand Generation is the strategy that B2B organisations need to scale their businesses effectively. But when you ask marketers what demand generation means, you get so many different answers. In this interview, Founder of The B2B Playbook, George Coudounaris, gives away their simple 3 Step Strategy for Demand Generation. We also go into topics lik…
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#120: Adem Manderovic - How B2B Companies can Drive Better Commercial Outcomes with Closed Circuit Selling
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This week we have a 7x ex-head of sales - turned marketing expert on The B2B Playbook - Adem Manderovic! He's combined his unique experience as both an 'old school' seller and a modern marketer to bring us an advanced, holistic Demand Generation framework that drives better commercial outcomes called Closed Circuit Selling. Tune in and learn: + why…
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#119: How B2B Marketers can 'Be The Best' - Top Demand Gen Insights from Season 5
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It's the grand finale of Season 5 of The B2B Playbook, so we're giving you the TL;DL version! We show you what it means to 'Be The Best' when it comes to your demand generation marketing, exploring cutting-edge concepts like neuroscience in marketing and the burgeoning role of educational ecosystems. This also means that we're at the end of our 5 B…
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[repost]: Get 20x More Eyeballs On Your Content With Our Advanced Repurposing Framework
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Still struggling to keep up with content creation? Even with a system in place, new channels and their content requirements can quickly blow out your workload. We’re here to help, particularly you small business marketers! We recap our content repurposing framework and process, but also give you some great tips on how to take it to the next level! …
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[repost]: How To Leverage Partners & Affiliates To Grow Together
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Dream 100. Remember that great concept we talked about all those episodes ago, way back in season 1?! Well now it’s time to leverage that concept when making the most of affiliates and partnerships! This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about gettin…
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[repost]: The 6-Step Storytelling Formula to Captivate Your Customers and Stay Memorable
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Scale can be a problem in itself.. As your business grows, the mission gets fuzzy and the brand gets harder to explain. That can happen internally and externally. It makes it harder for your brand to stand out, and certainly makes your job as a B2B marketer harder! If it’s hard for your team to remember the tagline, how will your customers remember…
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#118: From Zero to Hero: Our B2B Demand Gen Transformation Story - (PLUS! how you can do the same)
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How did we go from performance marketers that nobody knew, to some of the most recognizable and leading voices in the Demand Generation community? In this episode, we go deep into how we have applied our own 5 BEs Framework for Demand Generation to our own business, sharing the strategy and tools we used to help execute it. Not only do we share our…
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#117: The Best Content Framework to Influence Your Buyers for Demand Gen Marketers
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Are you ready to transform your B2B demand gen marketing strategies? Dive into this episode of The B2B Playbook, where we unravel the most effective content framework for demand generation marketers. Understand the intricacies of influencing buying journeys and discover how to utilize these insights to make a significant impact in your B2B space. F…
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#116: Crafting An Irresistible B2B Offer: 7 Steps To Create an Offer So Good Your Customer Can't Say 'No'
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Make an offer SO DAMN GOOD that your customer feels stupid saying ‘NO’ to it. That’s the challenge we laid down to our B2B marketers in this episode of The B2B Playbook. Now, most marketers when they think about an ‘irresistible offer’ turn their minds to pricing, free trials, or overpromising with huge commercial outcomes. But that’s not a sustain…
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#115: Mastering B2B Paid Media in 2024 - Adaptation and Strategy in a Changing Landscape
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Change is the only constant. That's more true than ever in demand generation marketing. Thankfully, there's an easy way to stay on top of these changes and thrive, not just survive! In this week's episode of The B2B Playbook, join George Coudounaris and Kevin Chen as they delve into the ever-shifting paid media landscape of digital marketing. Disco…
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#114: B2B vs B2C: The Marketing Strategies You're Missing - What You Can Learn
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Is the line between B2B and B2C marketing blurring? In this episode, we dissect the convergence of B2B and B2C marketing strategies. We dive into the 5B's Framework and discuss how it's more relevant than ever in both contexts. Don't miss our key insights and actionable tips! ----------------------------------------------------- SUBSCRIBE to our ch…
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#113: B2B Marketing: Scaling Strategies for Small Teams | Tech Stack, Data & More
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Are you struggling to scale your B2B marketing efforts? Do you lead a small team and wonder how to make a big impact? In this episode of The B2B Playbook, we dive deep into the strategies, tools, and mindset you need to scale your B2B marketing function effectively. We cover everything from cross-functional collaboration to tech stack, data privacy…
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#112: Scaling Your B2B Team: The Art of Managing Bottlenecks and Processes - Pt.1
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Welcome to another episode of The B2B Playbook Podcast! Today, we're diving deep into the challenges of scaling your B2B marketing team. We'll discuss how to identify and fix bottlenecks, why team dynamics matter, and the importance of having an All-Star Process. Tune in to discover actionable insights and strategies for scaling your B2B team effec…
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#111: Mind Tricks In B2B Marketing part 5: Anchoring, Loss Aversion & Goldilocks - Be The Best
36:11
36:11
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36:11
Have you ever wondered how big brands subtly influence our purchasing decisions? Learn the neuromarketing secrets that allow them to manipulate our brains with subtle mind tricks. In this video, we break down techniques like anchoring, loss aversion and the Goldilocks effect that tap into the way our minds work on an evolutionary level. Discover ho…
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#110: Mind Tricks In B2B Marketing part 4: The Power of Scarcity & Unity in Marketing
35:27
35:27
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35:27
Unlock the secrets of scarcity and unity to drive more revenue for your business. In this episode, we dive deep into the psychology behind these powerful principles and how you can leverage them in your marketing strategy. Don't miss out on these game-changing insights! ----------------------------------------------------- SUBSCRIBE to our channel:…
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