The B2B Playbook

Osad

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  #246: How to Build a B2B Community of 100k Members From Scratch 21.09.2026 54min

  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 scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin-----------------------------------------------------CHAPTERS:00:00 Intro00:42 Welcome and guest introduction02:29 From FedEx to fashion: Jared's early career03:56 Building the fashion magazine on zero budget09:49 Losing his job in Covid and starting on LinkedIn11:05 The DM group that became revgenius13:22 Direct market feedback and building relationships15:32 Relationship selling lessons from FedEx19:14 Long-term horizons vs short-term sales metrics22:01 How the market misread Predictable Revenue24:43 Ad break: B2B demand generation agency25:20 New reps, SDR roles, and lost resilience29:36 First principles and closed circuit selling31:16 Bringing fundamentals back to revgenius34:33 The goal: community media over another Pavilion38:19 Ad break: B2B incubator course39:31 Why Jared became a marketer43:56 One-to-one marketing and the dream list play46:13 Live market reports and the new media project49:49 Closing thoughts on people-driven business51:12 Wrap-up and outro
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  #245: How to Scale Your B2B Marketing without a Huge Team (Be The Best - Stage 5 of the 5 BEs Framework) 07.09.2026 21min

  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 systems across sales, customer success, and product, not just marketing→ Mapping content to the five stages of awareness on a regular cadence→ When to double down versus pivot using your leading and lagging indicatorsIf you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.Tune in and learn:→ How to turn your team's wins and workflows into repeatable assets→ Why simple systems can live in a spreadsheet before you ever need expensive tools→ How to build feedback loops between marketing, sales, and customer success→ Why you should use quarterly reviews to check alignment and adapt→ How to go from random acts of marketing to compounding growth driven by relentless execution-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be The Best framework1:00 Scaling without a bigger team1:55 Documenting workflows and playbooks4:10 Building consistency to earn trust6:15 Operationalizing across go-to-market teams7:45 Lightweight content playbooks9:45 Mapping content to the five stages of awareness11:45 Simple systems and not letting tools drive them13:00 When to double down vs pivot13:55 Using quarterly reviews to stay aligned15:55 Key takeaways and recapS08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework) 31.08.2026 20min

  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 hear about us" trick for uncovering dark social and hidden content impact→ How to build marketing's credibility internally by tying activity to business goals→ What good reporting for leadership actually looks likeIf you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.Tune in and learn:→ Why quality engagement beats arbitrary lead scores and lead volume→ How to align leading and lagging metrics to your funnel and stage of growth→ Why you should be data informed, not just data driven→ How to get leadership to change their beliefs using real customer stories→ How to become a strategic advisor internally, not just the person dumping data into a report-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...🧠 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? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Better framework0:50 What Be Better focuses on1:35 The death of the MQL3:40 Leading vs lagging metrics6:20 Qualitative signals from your sales team7:00 Avoiding the attribution trap9:00 Be data informed, not data driven10:30 Building marketing credibility internally12:45 Getting leadership buy-in14:20 What good reporting for leadership looks like15:55 Key takeaways and recapS08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #243: Everything we learnt from 24hrs at a top B2B Marketing Summit (Generate Summit 2026) 24.08.2026 17min

  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? https://theb2bplaybook.com/linkedin-ads-agency -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/
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  #242: How to Build a B2B Content Distribution Strategy in 2026/27 (Be Seen - Stage 3 of the 5 BEs Framework) 17.08.2026 18min

  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 entry points and how to tie your brand to buying triggers→ Mapping content to the five stages of awareness so you meet buyers where they areIf you are a B2B marketer or founder creating great content that nobody sees, this episode is for you.Tune in and learn:→ Why distribution is just as important as content creation→ How to test organically and boost the winners with paid→ How to extract content from busy subject matter experts on a regular cadence→ How to find your category entry points through customer interviews→ How to run a simple, repeatable distribution rhythm even with a small team-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...🧠 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? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Seen framework0:45 Why great content flops without distribution2:50 Getting seen in an AI-driven world3:20 Organic vs paid distribution5:35 Using paid to amplify your best content6:00 Extracting content from subject matter experts7:45 Category entry points explained9:55 Finding entry points through customer interviews10:40 The rhythm of distribution11:10 The five stages of awareness framework13:20 Setting a consistent distribution cadence14:45 Key takeaways and recapS08 E242 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework) 10.08.2026 18min

  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 content to where buyers actually areIf you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.Tune in and learn:→ Why demand generation is about solving real problems, not interrupting with hype→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights→ The right content formats for top, mid, and bottom of the funnel→ How to map content to the five stages of awareness, from unaware to most aware→ Why content is your most scalable trust building asset, not just a traffic tool-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Helpful framework0:45 Why helpful content beats hype content1:40 Nobody got fired for hiring IBM3:00 HubSpot as a trust-building example4:15 Extracting content from subject matter experts6:30 Matching content format to the funnel8:00 Repurposing webinars and pillar content9:30 The five stages of awareness framework12:30 Content as a trust-building tool14:00 Key takeaways and recapS08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #240: How to Define & Nail Your Ideal Customers in B2B (Be Ready - Stage 1 of the 5 BEs Framework) 07.08.2026 13min

  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 precision so your content and campaigns feel one to one even at scaleIf you are a B2B marketer or founder relying on guesswork or third party personas instead of real buyer insights, this episode is for you.Tune in and learn:→ Why demand generation only works when it is rooted in real customer insights, not assumptions→ How to find and prioritize your dream customers using the 80/20 rule→ The right open ended questions to ask in customer interviews to uncover pain points and triggers→ How cataloging your market gives sales and marketing a shared playbook→ How niching down by triggers, roles, and use cases sharpens your outreach and messaging-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and why messaging needs deep customer understanding0:49 Why Be Ready is the non-negotiable first step2:05 The 80/20 analysis to find your dream customers3:35 Running effective customer interviews6:18 Cataloging your market and target accounts7:59 Niching down through segmentation9:59 Key takeaways and recapS08 E40 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #239: B2B Go To Market Strategy: Why Your Lead Gen Is Broken (and how to use the 5 BEs Framework) 31.07.2026 11min

  B2B Go To Market Strategy: Why Your Lead Gen Is BrokenYour 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 walk through the Five BEs framework - the flywheel we use to move a go to market motion from reactive chaos to something that scales.Tune in and learn:+ Why traditional lead gen produces MQLs that never convert+ What 95% of your market is doing while you chase the other 5%+ The difference between capturing demand and shaping future demand+ How brand marketing and demand marketing work together+ The five stages of the BEs framework and how they compoundIf you are a marketer in a small B2B team being asked for leads with no time, no budget, and no strategy behind it, start here.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 95% of Your Market Is Not Ready to Buy00:32 Welcome to the 15 Minute GTM Fix01:00 Why Lead Gen Is Broken in B2B Right Now01:20 Vanity Metrics and MQLs That Never Convert01:40 The Sales and Marketing Tension Nobody Fixes01:55 How Lead Gen Burns Your Own Market02:10 The Gated Ebook Play Every Marketer Gets Asked to Run02:35 What Happens When Sales Calls a Cold Ebook Download02:50 The Playbook That Keeps Destroying Buyer Trust03:05 Capturing Demand vs Shaping Future Demand03:25 Only 5% of Buyers Are In Market Today03:45 The Five Stages of Awareness Explained04:00 Brand Marketing vs Demand Marketing04:30 Why Holistic B2B Marketing Needs Both05:00 The Chaos Small Marketing Teams Live In05:30 Reactive Marketing Is Killing Your Pipeline06:00 Why Fundamentals Beat Tactics Every Time06:30 Five BEs Framework: Be Ready07:00 Be Helpful - Earning Trust With Content07:30 Be Seen - Amplifying to Your Dream Customers08:00 Be Better - Optimising With Data08:20 Be the Best - Future-Proofing Your Strategy08:40 Why Every Great Framework Is a Flywheel09:00 What to Expect From This Miniseries-----------------------------------------------------👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue so Sales and your boss actually respect Marketing?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more demand and revenue for your brand.See why 315+ B2B marketers love The B2B Incubator:👉 https://theb2bplaybook.com/demand-generation-course-----------------------------------------------------S08 E239 - The B2B Playbook-----------------------------------------------------#b2bmarketing #demandgeneration #b2bsales #revenueoperations #closedcircuitselling #linkedinads #b2bpodcast #gtmstrategy #demandgen #pipelinegeneration
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  #238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad) 20.07.2026 55min

  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 incentives pull sales, marketing and success in different directions→ The simple cataloging questions most teams still never ask their buyersIf you are a founder, rev ops leader or B2B marketer drowning in tools and dashboards but still can't get clean data or a straight answer on which accounts are actually in market.Tune in and learn:→ Why revenue is an architecture problem and what that changes about how you build your systems→ Where AI genuinely helps in the sales motion and where it just makes better spam→ How to spot the difference between real alignment and another meeting that changes nothing→ Why marketing was never equipped to decide who's in market, and who should own it instead→ Practical, bite size AI use cases that actually move the needle without a 90th operating system-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Cutting Through The AI Noise Without Losing The Plot00:55 Welcome Back: Rev Ops With Pasha Irshad02:48 The Hardest Thing About Rev Ops Right Now06:03 Chasing Tools Versus The Business Fundamentals07:47 Why Revenue Is An Architecture Problem, Not A Sales Problem09:33 Rev Ops Full Circle: Back To Commercial Management14:24 Why Reps Default To Broken Habits Under Pressure17:14 How Misaligned Incentives Break Sales And Marketing20:41 Can Rev Ops Actually Fix This Or Just Champion It32:22 One Source Of Truth That Everyone Muddies36:12 Who Really Owns Deciding If An Account Is In Market42:29 What It Takes To Get Back To Human Conversations49:00 Cool Things Built With Claude Code And AI52:36 Wrap Up And ThanksS08 E38 - The B2B Playbook #b2b #b2bmarketing #revops #revenueoperations #gotomarket #b2bsaas #gtmengineering #crm #hubspot #demandgeneration
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  #237: How to Master B2B Marketing & Demand Generation in 2026 and 2027 13.07.2026 34min

  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: deliberate distribution across one to many, one to few and 1 to 1 channels→ Be Better and Be the Best: optimising your processes, revenue alignment and building a flywheelIf you are a B2B marketer or founder on a small, lean team who's tired of random acts of marketing and wants one practical framework to run demand gen without getting lost in the weeds.Tune in and learn:→ Why 95% of your market isn't ready to buy today, and how to influence them before they are→ How to niche down on your ICP and turn customer interviews into messaging and content→ Why the person delivering the message is now just as important as the message itself→ How to pick the right channels based on where your buyers actually hang out and who they trust→ How Revenue Alignment Architecture breaks down the silos between sales, marketing and CS-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 🧠 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? https://theb2bplaybook.com/linkedin-a... -----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ -----------------------------------------------------Timestamps:00:00 Why Not Everyone Is In Market To Buy00:46 Welcome Back: The Five B's Framework Live In Studio01:30 What The Five B's Framework Is And Why It Matters03:47 The 95/5 Rule Grounded In A Real Example05:28 Be Ready: Deeply Understanding Your Dream Customers08:57 Be Helpful: Building Trust With Helpful Content12:00 Making Your Product The Obvious Conclusion13:03 Subject Matter Experts And Repurposing Content16:05 Be Seen: Deliberate Distribution That Works18:05 One To Many, One To Few And 1 To 122:26 Be Better: Optimising Your Processes24:43 Revenue Alignment Architecture With Sales And CS27:57 Be The Best: Building The Flywheel And Advanced Tactics30:29 Does The Framework Hold Up? Key Takeaways31:37 Wrap Up And ThanksS08 E237 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
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  #236: SEO & AEO Strategy to Drive Pipeline in 90 Days - Sam Dunning 29.06.2026 50min

  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 mentions and value exchanges, plus what listicle placements actually costIf you are a B2B marketer or founder who's tired of panicking about AI search and wants a clear, no nonsense way to show up in ChatGPT, Claude and Google when buyers are ready to buy.Tune in and learn:→ Why your own website should be your foundation before chasing backlinks and PR→ How to nail every way someone searches for your offer when they're in the buying window→ Why hiding your pricing lets Reddit tell your story for you, and what to do instead→ How to land top listicle placements through value exchanges, not just pay to play→ What entry level versus aggressive SEO campaigns look like, and where humans still beat AI-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why You Shouldn't Do SEO and AI Search Alone02:00 Welcome Back to The B2B Playbook02:54 What Sam Had to Revise About SEO05:05 SEO vs GEO vs AIO: What Do We Call It Now?05:49 How Buyers Search Inside LLMs08:33 Why Positioning and Controlling Your Narrative Matters10:18 Nailing Money Keywords and Search Intent13:30 Building Pages AI Will Actually Pull From21:00 Backlinks, Brand Mentions and Value Exchanges24:28 What a Listicle Placement Costs39:00 Mining Sales Calls for Bottom of Funnel Keywords43:06 SEO Tiers: Entry Level vs Aggressive44:32 Human Content vs AI and Keeping a Human in the LoopS08 E236 - The B2B Playbook #b2b #b2bmarketing #b2bseo #aisearch #seoforsaas #b2bsaas #demandgeneration #gotomarket #geo #digitalmarketing
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  #235: Why Your B2B marketing Measurement Is Broken and can A.I. help? 23.06.2026 28min

  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 sifting through loads of qualitative dataIf you are a B2B marketer or founder who's tired of drowning in flashy dashboards and wants a simpler, clearer way to measure what actually drives revenue.Tune in and learn:→ Why clarity beats complexity and what questions to nail down before you buy any AI tool→ How to revisit your ICP and segment accounts into tiers that shape your reporting→ How to track a handful of meaningful metrics instead of drowning in data→ How to use AI and Claude to pull together messy qualitative data and surface real patterns→ Why holistic measurement that links marketing to revenue matters more than any tool-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Do You Really Need AI Analytics for B2B Marketing?00:53 Welcome Back to The B2B Playbook01:48 The Five B's Framework Explained03:02 Why This Matters: Tight Budgets, AI Hype and Uneven Maturity08:51 Start With Your Objectives and Ideal Customer10:45 Segmenting Your ICP Into Tiers14:28 Matching Your Measurement to Your Plays17:46 A Real Client Example With Claude19:57 Where AI Actually Helps Your Analysis23:16 Key Takeaways: Clarity Beats ComplexityS08 E234 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketinganalytics #aimarketing #b2bsaas #marketingmeasurement #gotomarket #abm #digitalmarketing
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  #234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams 16.06.2026 36min

  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 changing the way partnership ops and rev ops teams work togetherIf you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.Tune in and learn:→ How to align your whole leadership team on what partnerships is and what it isn't→ How to validate your partner categories before you activate anything→ What a mutual success plan looks like and how to operationalize partners like a sales team→ Why referral leads close faster and how to make that engine predictable→ How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why Partnerships Is a Real Revenue Channel00:48 Meet Brian Williams from Hockey Stick Advisory01:47 How the Partnerships Landscape Has Shifted03:05 The Foundations Most Companies Are Missing06:30 Why Partnerships Has to Be a Genuine Exchange07:51 Are You Actually Partnerships Ready?09:47 How to Identify the Right Partners13:18 The Biggest CRO Blocker With Partnerships16:10 How AI Is Changing Partnerships19:06 Why Partnerships Managers Burn Out Early22:04 The Two Year Cycle Explained24:02 When Partnerships Doesn't Work25:26 The Big Hire Mistake to Avoid28:26 The Partnership Revenue Gap Calculator31:53 Where to Find Brian and Hockey Stick AdvisoryS08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing
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  #233: Attribution in B2B - Why It's Broken (And How To Fix It) 12.06.2026 31min

  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 timeIf you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion.Tune in and learn:→ Why multi-touch attribution is click obsessed and built on disappearing data→ How to layer in marketing mix modeling and incremental testing without drowning in complexity→ Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools→ How to communicate attribution as a range, not a definitive number, to your leadership team→ How to align sales, CS and finance on what attribution can and can't tell you-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ -----------------------------------------------------Timestamps:00:00 Why Attribution Keeps Lying to You00:50 Welcome + Season 8 Overview01:56 The Five B's Framework Explained02:54 Why B2B Attribution Is So Much Harder Than B2C04:08 The Real Problems With Multi-Touch Attribution07:35 Why Privacy Changes Are Making This Worse08:32 Attribution Software Is Just Repackaged Last Click09:55 How Long B2B Cycles Break Attribution Models10:56 The Blended Measurement Framework17:10 Why Qualitative Signals Are Your Most Honest Data18:57 How to Communicate Attribution Uncertainty to Leadership20:56 Don't Overpromise on Attribution Internally23:30 Why Industry Benchmarks Are Mostly Useless25:37 Key Takeaways27:06 Final Thoughts and Where to Learn MoreS08 E234 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #marketingattribution #marketingmeasurement #digitalmarketing #b2bsaas #leadgeneration #revenuemarketing #demandgen
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  #232: The Secret to Crushing Demand Gen in 2026 and Beyond 01.06.2026 40min

  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 to use LinkedIn ads targeting to reach the right people at the right time→ Why cataloging your market beats relying on intent data platforms→ How to turn category entry points into ad creative and thought leadership content-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why Category Entry Points Change How You Advertise00:01 What the Five B's Framework Is00:04 Category Entry Points Defined00:05 Why LinkedIn Ads Fits So Well for B2B00:08 How to Use ICP Lists and Thermographic Targeting00:12 How Long Demand Gen Actually Takes00:14 Saturation, Frequency and the 95/5 Rule00:19 Category Entry Point 1: Contract Renewals00:23 Why Cataloging Beats Signal Sensing Platforms00:26 Category Entry Point 2: Growing Pains and New Hires00:29 Category Entry Point 3: Slowing Growth Rate00:31 Real World Example: The Will Smith Slap Ad00:33 You Don't Have to Dream Up Category Entry Points00:34 How Entry Points Become Ad Creative and Content00:35 Key TakeawaysS08 E232 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing
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  #231: YouTube Masterclass for B2B Businesses (2026) 25.05.2026 54min

  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 CTAsIf you are a B2B marketer or founder looking for a channel that builds trust, drives pipeline, and compounds over time.Tune in and learn:→ Why 300 views from your ICP beats 30,000 random views→ How search-based YouTube content creates evergreen traffic for years→ What actually makes a video rank (hint: it is not the tags)→ How to turn YouTube into your number one lead gen channel-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why YouTube Is the Most Underrated B2B Channel Right Now00:02 Introducing Samu Kovács, B2B YouTube Specialist00:04 How Samu Got Started and Why He Went All In on B2B YouTube00:06 Why LinkedIn Is Getting Crowded and What YouTube Offers Instead00:12 Why 300 Views From Your ICP Beats 30,000 Random Views00:14 How to Build a YouTube Strategy That Actually Drives Inbound00:20 Search vs Algorithm: Which Should B2B Companies Prioritize00:21 What Actually Makes a YouTube Video Rank (It Is Not the Tags)00:24 Podcast Format vs YouTube-First Videos: What Performs Better00:44 Will AI Kill YouTube? Why Storytelling Is the New Moat00:46 How to Make Your Content Impossible to Replicate00:47 How to Convert YouTube Views Into Booked Calls and Leads00:49 Where to Find Samu and Learn MoreS08 E231 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing
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  #230: Revenue Enablement Masterclass Based on 20 Years in Tech 18.05.2026 57min

  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 dealsIf you're a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite all the investment you're making in them.Tune in and learn:→ Why tools and training alone don't move the needle→ How incentives and measurement drive the wrong behaviours→ What world class enablement actually looks like in practice→ Why the best sellers win 88% of the time no matter what they're handed-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why Revenue Performance Is an Execution Problem00:07 Georgia Watson's 21 Years at IBM00:12 What Revenue Enablement Actually Is00:20 The 7-Part Enablement Framework00:25 Why AI Pilots Fail 95% of the Time00:31 Human Skills AI Can't Replace00:38 Incentives, Measurement and Broken Pipeline Reviews00:45 What World Class Enablement Really Looks Like00:51 Where Most Enablement Programs Hit Their CeilingS08 E230 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing
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  #229: B2B Marketing: How to Measure Brand the RIGHT Way 13.05.2026 28min

  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 onIf 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 up.Tune in and learn:→ The difference between leading and lagging brand metrics→ What signals to watch for before pipeline materializes→ Why qualitative beats quantitative for brand measurement in B2B→ How to build a simple brand scorecard without bloated dashboards-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 How to Measure Brand Without Overcomplicating It00:01 Why B2B Teams Struggle to Measure Brand Impact00:02 The Five B's Framework Refresher00:03 Definitions: Leading vs Lagging Brand Indicators00:07 Why Brand Programs Get Killed Too Early00:07 What Early Brand Signals Actually Look Like00:09 ICP Engagement as a Brand Signal00:10 Self-Reported Attribution and How Did You Hear About Us00:12 Sales Feedback as an Early Brand Signal00:13 Category Entry Points and Customer Interviews00:14 Why Qualitative Data Beats Quantitative in B2B00:16 Self-Reported Attribution in the Age of AI00:19 Why Ad Platforms Are Giving Advertisers Less Control00:20 Simple Brand Metrics for Lean Teams00:23 Share of Search as a Brand Metric00:24 Key Takeaways: What to Track and WhyS08 E229 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing
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  #228: Demand Generation vs Lead Generation (Why Most Teams Get It Wrong) Plus 2026 demand gen strategy 01.05.2026 1t 4min

  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 about the 95/5 ruleIf you’re under pressure to generate more leads but know something isn’t working, this will change how you approach marketing.-----------------------------------------------------🔗 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 generating demand for your B2B business?https://theb2bplaybook.com/demand-generation-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Demand Generation vs Lead Generation: Why This Debate Matters00:03 The Real Problem: It’s Not Tactics, It’s Sequencing00:05 Lead Generation Explained (And Why It Breaks)00:07 Why Sales Hates Lead Gen (And They’re Right)00:09 The “Leaky Bucket” Problem in B2B Marketing00:11 Why Lead Gen Becomes Financially Unsustainable00:12 Why Demand Capture Alone Doesn’t Scale00:14 The 95/5 Rule That Changes Everything00:16 Why Buyers Ignore You (Even If You’re Better)00:18 Demand Generation Explained (What It Actually Means)00:20 The 5 B’s Framework: A Better System00:23 Category Entry Points: The Missing Link00:25 Why “Cataloguing” Beats Intent Data00:29 How Sales & Marketing Became Misaligned00:30 Building Trust Before Buyers Are Ready00:33 Why Most Content Doesn’t Work00:34 Distribution: The Difference Between Seen vs Ignored00:36 LinkedIn Strategy That Drives Real Demand00:40 Case Study: From $50K to $200K/Month00:43 Measuring Demand Gen (Without Last Click Bias)00:44 Revenue Alignment: The Missing System00:46 How to Build a Competitive Advantage00:48 Where to Start (Without Breaking Everything)00:50 Balancing Demand Gen vs Lead Gen in Reality00:53 AI Won’t Replace This Skill00:57 How Long Demand Gen Actually TakesS08 E228 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing
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  #227: AEO vs SEO: How AI Search is Changing B2B Marketing 24.04.2026 32min

  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 hacksIf 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 and learn:✅ Why AI doesn't replace your go-to-market playbook, it just raises the bar on being helpful✅ How to tighten your positioning so AI chatbots actually cite your brand✅ Why niche, question-led content wins in AI interfaces✅ How partnerships and trust signals drive distribution in the AI era✅ A bonus tip on using Bing's AI performance reporting for Copilot visibility-----------------------------------------------------🔗 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? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 - Does AI change the B2B playbook?01:11 - Intro and what we're covering today01:56 - Quick recap of the Five B's framework03:04 - Does AI visibility change anything?07:37 - Why being helpful matters more than ever08:40 - The context shift in buyer discovery12:35 - Why helpful content gets picked up by AI13:42 - Be helpful is the main event15:27 - The bar for content is getting lower18:18 - Three things to do instead of chasing AI hacks21:52 - Practical examples using the five stages of awareness24:35 - Distribution and earning trust signals27:25 - Low hanging fruit: partnerships28:08 - Bonus: Bing's AI performance reporting29:00 - Key takeaways30:33 - OutroS08 E227 - The B2B Playbook #aivisibility #seo #b2bmarketing