Podcast · Business

The B2B Playbook

by Kevin Chen & George Coudounaris · English · Business

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, mad

New episodes: Weekly
Typical length: 34 min
Latest: 11 Oct 2026
Language: English

Latest episode

11 Oct 2026 · 39 minNew

#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 human touch, and why MQL volume and closed revenue alone are the wrong incentives. If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you. Tune in and learn: How to swap status updates for insights that actually change your go to market motion,…

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Earlier episodes 29 most recent

S8 · E35 · 4 Oct 2026 · 27 min
#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 individual contact scores miss the whole buying committee → Why engagement looks like intent when the real blocker is timing → What cataloging the market is and how to run it → How to use a simple score as an overlay, not the operating model If you are a B2B marketer or revenue leader who is tired of…
S8 · E34 · 28 Sep 2026 · 1 hr 3 min
#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 problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room. If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you. Tune in and learn: How…
S8 · E33 · 20 Sep 2026 · 55 min
#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 launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power. If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you. Tune in and learn: How giving away real value at…
S8 · E32 · 6 Sep 2026 · 21 min
#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 in the mix → How documented workflows and standard operating procedures save you time and remove guesswork → Why consistency in voice, tone, and quality is what builds trust in the market → Building lightweight playbooks anyone can follow for content, distribution, and repurposing → Operationalizing…
S8 · E31 · 30 Aug 2026 · 20 min
#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 outdated and how chasing it misaligns sales and marketing → The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity → The leading metrics that signal you are moving in the right direction → Why attribution is helpful but should never be treated as gospel → The "how did you…
S8 · E30 · 23 Aug 2026 · 17 min
#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 ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads?…
S8 · E29 · 16 Aug 2026 · 19 min
#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 → The "post and pray" mistake B2B teams make and how to think like a media company instead → Getting seen in an AI-driven world where traditional SEO is shifting → Organic vs paid distribution and when to use each → Using paid media to amplify your best content, not just push product ads → Category…
S8 · E28 · 9 Aug 2026 · 18 min
#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 "nobody got fired for hiring IBM" problem and why buyers stick with the status quo → How to extract content from subject matter experts without wasting their time → Matching your content format to each stage of the funnel, from top to bottom → Using the five stages of awareness framework to map…
S8 · E27 · 6 Aug 2026 · 14 min
#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 → The 80/20 analysis for identifying the top 20% of customers driving 80% of your results → How to run five to ten high value customer interviews the scrappy way, even on a small team → Cataloging your market to know who is in market, who is out of market, and who is with who → Segmenting down for…
S8 · E26 · 30 Jul 2026 · 12 min
#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 programs quietly fail. If you run marketing in a small team and you are stuck firefighting instead of building, this one is for you. We pull apart the gated ebook play every marketer gets asked to run, why it destroys buyer trust before sales ever picks up the phone, and what to do instead. Then we…
S8 · E25 · 19 Jul 2026 · 55 min
#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 working as one unit. We cover: → Why the hardest part of rev ops today is separating what's real from the AI hype → How stacking tools and methodologies on a broken operating system only compounds the mess → Why your CRM fills up with inflated pipeline and deals that advance on optimism → How misaligned…
S8 · E24 · 12 Jul 2026 · 35 min
#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 why talking to the 95% out of market matters as much as the 5% ready to buy → Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM → Be Helpful: building trust with helpful content that makes you the obvious choice when buyers are in market → Be Seen:…
S8 · E23 · 28 Jun 2026 · 51 min
#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 → How buyers now search inside LLMs with their exact persona, problem, company size and budget → Why positioning and controlling your own narrative matters more now than it ever did → The page structures that get snapped up by AI search, like TLDRs, why trust us sections and tables → Backlinks, brand…
S8 · E22 · 22 Jun 2026 · 28 min
#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 growing your business → The data problem in B2B marketing and why so many metrics are just vanity metrics → Our practical framework for getting insights without expensive tools → How to tier your ICP and tailor your reporting to match each tier's play → Where AI genuinely helps, especially when you're…
S8 · E21 · 15 Jun 2026 · 36 min
#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 foundations most companies are missing before they even hire a partnerships manager → How to pick the right partners using a capacity, commitment, mutual customers and capability matrix → Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team → How AI is…
S8 · E20 · 11 Jun 2026 · 32 min
#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 making attribution harder for us as marketers → How to blend quantitative and qualitative data to get a real picture of what's driving revenue → Why being data influenced beats being data driven every single time If you are a B2B marketer or demand gen lead who's tired of attribution tools that…
S8 · E19 · 31 May 2026 · 40 min
#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 targeting these key buyer moments → Real examples of category entry points you can build campaigns around → If you are a B2B marketer trying to build pipeline and stay top of mind with your ICP before they enter market. Tune in and learn: → How to identify the moments that trigger buyers into market → How…
S8 · E18 · 24 May 2026 · 54 min
#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 without needing thousands of views → The YouTube-first content strategy that actually drives inbound leads and pipeline → How to convert views into booked calls with the right CTAs If you are a B2B marketer or founder looking for a channel that builds trust, drives pipeline, and compounds over time. Tune…
S8 · E17 · 17 May 2026 · 58 min
#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 means and why most orgs get it wrong → The real reason AI pilots fail 95% of the time → Why human skills like trust, storytelling and value articulation still win deals If you're a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite…
S8 · E16 · 12 May 2026 · 29 min
#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 look like in practice → Why qualitative data and self-reported attribution is so powerful → A simple list of brand metrics lean teams should focus on If you are a B2B marketer trying to justify your brand investment to leadership or figure out if your demand gen is actually working before revenue shows…
S8 · E15 · 30 Apr 2026 · 1 hr 5 min
#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 a system that creates activity, not revenue. We walk through the 5 BE’s Framework and show how to shift from chasing leads to building real demand in your market. Tune in and learn: → Why lead generation breaks at scale → How demand generation actually builds pipeline → What most teams get wrong…
S8 · E14 · 23 Apr 2026 · 33 min
#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 "be helpful" content is now more important than ever → 3 practical things to do instead of chasing AI visibility hacks If you are a B2B founder, marketer, or sales leader trying to figure out if AI search changes your content strategy or if the fundamentals still apply, this episode is for you. Tune in…
S8 · E13 · 16 Apr 2026 · 1 hr 20 min
#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 traditional sales models are failing, and how to fix them. We unpack how sales should really work, why booking meetings is the wrong goal, and how cataloguing your market creates a feedback loop across marketing, sales, product, and leadership. This isn’t about selling harder. It’s about building a system…
S8 · E12 · 8 Apr 2026 · 31 min
#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 why most ABM efforts fail before they even start. We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “cataloguing the market” is the missing piece most teams ignore. Tune in and learn: When…
S8 · E11 · 1 Apr 2026 · 21 min
#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? https://theb2bplaybook.com/linkedin-ads-agency I cover ICP targeting, Thought Leadership Ads, scaling beyond the founder's personal brand, and the feedback loops that keep the whole thing growing. If you are a B2B founder or marketer trying to figure out how to use LinkedIn Ads to stay top of mind with the right buyers and actually…
S8 · E10 · 22 Mar 2026 · 32 min
#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 to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-focused formats) → How buyer discovery is shifting from search + social toward AI assistants → Our 3-point framework (based on the Five B's) to prepare your B2B marketing for the age of LLMs If you are…
S8 · E9 · 8 Mar 2026 · 47 min
#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 channels. In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them. So Alex took a different path. Instead of competing directly, he built partnerships with associations and corporations…
S8 · E8 · 2 Mar 2026 · 52 min
#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 theory. It’s a practical framework for small teams trying to prove brand works. We unpack: - Why brand keeps losing to performance - Why “consideration” is usually measured wrong - How to use Category Entry Points (CEPs) - The 95:5 rule explained simply - And how to measure mental availability without…
S8 · E7 · 22 Feb 2026 · 34 min
#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 making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership. If you are a B2B marketer or founder struggling with rising customer acquisition costs and want a more affordable, high-trust way to reach your ideal customers. Tune in and learn: - Why…

About The B2B Playbook

The B2B Playbook is a English business podcast from Kevin Chen & George Coudounaris. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Kevin Chen & George Coudounaris
Language: English
Category: Business
New episodes: Weekly
Typical length: 34 min
Latest episode: 11 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1579809553

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