Skip to content
PodParley
The B2B Playbook podcast artwork

PODCAST · business

The B2B Playbook

by Kevin Chen & George Coudounaris

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 business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/Want more? Check out our weekly articles on https://theb2bplaybook.com/Remember, with the right plan, anyone can grow their business online!

Publisher-supplied feed metadata · PodParley refreshed Oct 11, 2026 · Source feed

Subscribe · 0 Bookmark

Episodes

  1. #250: How to Master LinkedIn Ads Frequency Caps (Step-by-Step)

    In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget. We cover: How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how…

    more

  2. #249: How to Build a Feedback Loop Between B2B Sales, Marketing, and CS

    In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop. We cover: Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the...

  3. #248: Stop Using B2B Lead Scoring. Do THIS Instead.

    In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay. We cover: → Why lead scoring answers a much narrower question than most teams think → How...

  4. #247: How This Unknown Startup Landed Enterprise Whales (B2B Marketing & Sales Secrets)

    In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet. We cover: Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real…

    more

  5. #246: How to Build a B2B Community of 100k Members From Scratch

    In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms. We cover: His messy road from FedEx sales rep to running a fashion magazine to...

  6. #245: How to Scale Your B2B Marketing without a Huge Team (Be The Best - Stage 5 of the 5 BEs Framework)

    In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks. We cover: → Why growth does not have to mean headcount growth, especially with AI…

    more

  7. #244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)

    In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business. We cover: → Why the MQL is...

  8. #243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026)

    In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved ----------------------------------------------------- 🔗 Links + CTAs...

  9. #242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework)

    In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution. We cover: → Why even the best content flops without a smart distribution plan →…

    more

  10. #241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)

    In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works. We cover: → Why helpful content beats hype content every time and how it builds real trust with your dream customers → The...

  11. #240: How to Define & Nail Your Ideal Customers in B2B (Be Ready - Stage 1 of the 5 BEs Framework)

    In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works. We cover: → Why deeply understanding your market is non-negotiable before any messaging or content goes out…

    more

  12. #239: B2B Go To Market Strategy: Why Your Lead Gen Is Broken (and how to use the 5 BEs Framework)

    B2B Go To Market Strategy: Why Your Lead Gen Is Broken Your lead gen program is filling a CRM and burning your market at the same time. In episode one of The 15 Minute GTM Fix, a miniseries with our friends at Dealfront, George Coudounaris and Kevin Chen break down why so many B2B go to market...

  13. #238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad)

    In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success…

    more

  14. #237: How to Master B2B Marketing & Demand Generation in 2026 and 2027

    In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up. We cover: → The 95/5 rule and…

    more

  15. #236: SEO & AEO Strategy to Drive Pipeline in 90 Days - Sam Dunning

    In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing. We cover: → Why doing SEO and AI search alone makes life way harder, especially for higher ticket B2B…

    more

  16. #235: Why Your B2B marketing Measurement Is Broken and can A.I. help?

    In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine. We cover: → Why another dashboard, AI-powered or not, was never the silver bullet for…

    more

  17. #234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams

    In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall. We cover: → Why partnerships needs to be a top down strategic decision, not a side experiment → The...

  18. #233: Attribution in B2B - Why It's Broken (And How To Fix It)

    In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind. We cover: → Why multi-touch attribution keeps lying to you and what it's actually measuring → Why ad platforms are deliberately...

  19. #232: The Secret to Crushing Demand Gen in 2026 and Beyond

    In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy. We cover: → What category entry points actually are and why they matter for B2B demand gen → Why LinkedIn ads is such a strong fit for…

    more

  20. #231: YouTube Masterclass for B2B Businesses (2026)

    In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now. We cover: → Why YouTube beats LinkedIn for cutting through the noise in B2B → How to rank your videos and attract your exact ICP…

    more

  21. #230: Revenue Enablement Masterclass Based on 20 Years in Tech

    In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it. We cover: → Why strategy is rarely the problem but execution almost always is → What revenue enablement actually…

    more

  22. #229: B2B Marketing: How to Measure Brand the RIGHT Way

    In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up. We cover: → Why leading indicators matter more than lagging ones early on → What early brand signals actually…

    more

  23. #228: Demand Generation vs Lead Generation (Why Most Teams Get It Wrong) Plus 2026 demand gen strategy

    Most B2B marketers think demand generation and lead generation are the same thing. They’re not. And confusing the two is exactly why your pipeline isn’t growing. In this episode, we break down the real difference between demand generation vs lead generation — and why most teams are stuck running…

    more

  24. #227: AEO vs SEO: How AI Search is Changing B2B Marketing

    In this video, I break down AI visibility and GEO vs traditional SEO, and whether any of it actually changes how B2B teams should go to market. We cover: → What AEO and GEO actually mean and how they differ from traditional SEO → Why the Five B's framework still holds up in the age of AI → Why…

    more

  25. #226: Why Most B2B Sales & Marketing Methodologies Fail (And What Architecture-First Selling Looks Like Instead)

    Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It Wrong Most B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy. In this episode, we join Kieran Longhurst to break down the Closed Circuit Selling Strategy —why...

  26. #225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?

    Is Account-Based Marketing Worth It? (Most Teams Get This Wrong) Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it? In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and...

  27. #224: Adding $2mill revenue with LinkedIn Ads (step-by-step how-to)

    Most B2B marketers run LinkedIn ads… but never turn them into real pipeline. In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a month in just 22 months. 💼 Need help running your own LinkedIn Ads?...

  28. #223: ChatGPT Ads for B2B Marketing - Will They Work For Your Business?

    In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026. We cover: → The background behind OpenAI's push into advertising and why they're starting with B2C → Why ChatGPT ads are unlikely…

    more

  29. #222: How This Startup Beat Big Brands - B2B2C Marketing Strategy - Alex Bedwani from PetsOnMe

    If you're competing against companies with massive marketing budgets, paid ads alone won’t win. In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C…

    more

  30. #221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana

    If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you. We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business. This isn’t...

  31. #220: Why B2B Partnerships Might Be Your Biggest Growth Opportunity Right Now

    In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground. We cover: Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are...

  32. #219: Salesforce legend Phil Cleary on Why Sales Forecasts Are Breaking in 2026, and why Revenue Enablement Fails Without Commercial Architecture

    Revenue leaders don’t trust their pipeline anymore. In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now. We break down why forecasts are slipping, why pipeline...

  33. #218: Why Being Funny in B2B Marketing is a Serious Brand Strategy (and How To Do It!) - Deadpan's Luke Winter

    Most B2B content looks polished. But almost none of it gets remembered. In this episode, we break down why humour isn’t a creative risk in B2B. It’s a strategic advantage. We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives…

    more

  34. #217: Product Marketing Framework for Small B2B Teams (What Actually Works)

    Most small B2B teams know product marketing matters. Very few know how to make it work without specialists or big budgets. In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams. We unpack what breaks...

  35. #216: Founder-Led Marketing Strategy: How to Scale Trust Without Becoming the Bottleneck (Adam Holmgren, Fibbler)

    Most B2B teams rely on founder energy – until it stops working. In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect. Adam walks us through how he turned his...

  36. #215: B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’t (Ari Yablok)

    B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at...

  37. #214: B2B Content Strategy Framework: Why Most Content Fails (and what to do instead)

    Most B2B content fails because it isn’t built on a strategy. In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten. We unpack why “adding value” isn’t enough, why engagement metrics are...

  38. #213: Why the Funnel is Breaking Your Go-To-Market - and why Closed Loops are the Answer (Closed Circuit Selling)

    Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel...

  39. #212: Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes

    Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals. But those are signals of a deeper problem: the revenue system itself is broken. In this...

  40. #211: Our Simple 3 Step Demand Generation Plan for 2026

    The Simple 3-Step B2B Demand Generation Strategy for 2026 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat. In this episode, we walk through a B2B demand…

    more

  41. Last Chance: Register for Our Demand Gen Course by Friday 28 November - theb2bplaybook.com/demand-generation-course-december

    This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November. https://theb2bplaybook.com/demand-generation-course-december Inside the program, you’ll get: On-demand materials you can work through in your own time 3x live Q&A sessions with...

  42. #210: B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It (VP of Global Brand at Asana - Matt Maynard)

    B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets. But none of that matters if buyers don’t remember you when a real buying moment hits. In this episode, we sit down with Matt Maynard, VP of Global...

  43. #209: The 2026 B2B Content Strategy Most Marketers Miss (Midweek Musings)

    The 2026 B2B Content Strategy Most Marketers Miss Most teams ship more content than ever… but almost none of it helps buyers do their job this week. In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable,...

  44. #208: What's Next For Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling)

    What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling) Outbound sales is at a crossroads. Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever. So we sat down with Aaron Ross, author of Predictable Revenue and...

  45. #207: What Most Teams Got Wrong About Predictable Revenue (and the Fix for 2026) (Midweek Musings)

    Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was. In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not...

  46. #206: Outbound Sales Strategy 2026: The Evolution of Predictable Revenue and What Works Now (Predictable Revenue CEO - Collin Stewart)

    Outbound sales has changed — and so has Predictable Revenue. In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond. We...

  47. #205: It’s Not Marketing’s Job to Guess Who’s In-Market! (Midweek Musings)

    Too many marketers treat intent data like X-ray vision – but it can’t actually tell you who’s ready to buy. In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing. You’ll learn: + Why intent...

  48. #204: Catalogue the Market: A New Sales Paradigm (Predictable Revenue Podcast - George Coudounaris & Adem Manderovic)

    Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head. Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market…

    more

  49. #203: How to Get Free Clicks on LinkedIn Ads (Midweek Musings)

    We’re showing how to unlock free clicks on LinkedIn Ads by editing boosted thought-leadership posts a few days later and adding the next logical link. No extra budget, more content consumption. In this Midweek Musings mini-episode, we break down why boosting SME posts builds trust, how to avoid...

  50. #202: Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort

    Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort Too many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and...

View all 264 episodes →

Type above to search every episode's transcript for a word or phrase. Matches are scoped to this podcast.

Searching…

We're indexing this podcast's transcripts for the first time — this can take a minute or two. We'll show results as soon as they're ready.

No matches for "" in this podcast's transcripts.

Showing of matches

No topics indexed yet for this podcast.

Loading reviews...

ABOUT THIS SHOW

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 business and like to see your marketing work for you, then this is the podcast for you! Subscribe to get the latest from the B2B Playbook first. Join our CLUB of B2B owners and marketers on LinkedIn sharing their experiences https://www.linkedin.com/groups/13980317/Want more? Check out our weekly articles on https://theb2bplaybook.com/Remember, with the right plan, anyone can grow their business online!

HOSTED BY

Kevin Chen & George Coudounaris

Frequently Asked Questions

How many episodes does The B2B Playbook have?

The B2B Playbook currently has 264 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.

What is The B2B Playbook about?

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...

How often does The B2B Playbook release new episodes?

The B2B Playbook publishes regularly with 264 episodes available. Check the episode list for the typical release schedule.

Where can I listen to The B2B Playbook?

You can listen to The B2B Playbook on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.

Who hosts The B2B Playbook?

The B2B Playbook is created and hosted by Kevin Chen & George Coudounaris.
URL copied to clipboard!