The B2B Playbook

Hosted by Kevin Chen & George Coudounaris

Business Entrepreneurship Education

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248

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Jun 2026

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About the 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!

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June 15, 202633 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 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

June 11, 202631 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 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

May 31, 202640 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 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

May 24, 202654 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 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

May 17, 202658 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 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

May 12, 202629 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 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

April 30, 20261 hr 4 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 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

April 23, 202632 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 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

April 16, 20261 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 WrongMost 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 that aligns with how buyers actually make decisions.Tune in and learn:Why focusing on “meetings booked” is killing your pipelineHow to use sales conversations as real market intelligenceThe exact method to sell on your buyer’s timelineIf you’re a B2B marketer or revenue leader trying to drive real pipeline—not just activity—this episode will completely change how you think about sales.SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/00:00 Why Most B2B Sales Strategies Are Broken 01:00 The 95% Problem: Why You’re Only Talking to Buyers 02:00 The Real Sales Mindset (That No One Teaches) 03:00 Why “Sell Me This Pen” Is the Wrong Model 05:00 Architecture vs Tactics: The Core Shift 07:00 Why Relationship Building Is Misunderstood 09:00 What Sales Actually Is (And Why Most Get It Wrong) 11:00 The Hidden Cost of Booking Bad Meetings 13:00 The Cataloguing Method Explained 15:00 Why Most Sales Teams Waste 90% of Their Effort 18:00 How to Use Sales as Real Market Research 20:00 The Feedback Loop That Fixes Marketing 23:00 Why Founders Forget How They Originally Sold 27:00 The Death of the “Scale Fast” Sales Model 30:00 Human Selling vs Automated Outreach 33:00 How to Actually Get Buyers to Share Information 38:00 Real Examples: Closing Enterprise Deals with LinkedIn 45:00 Why MQLs Destroy Marketing Teams 50:00 The Smartest Prospecting Tactic We’ve Seen 55:00 AI, Search, and the Future of Sales 59:00 Final Takeaways: Rapport Over Relationships👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue for your company (so sales and your boss love you)?Get the: 🔹 strategy 🔹 templates 🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: theb2bplaybook.comS8 E226 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

April 8, 202630 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 ABM actually works (and when it doesn’t)Why most teams waste money targeting the wrong accountsHow to use cataloguing to stop guessing and start closingIf you’re a B2B marketer trying to drive real pipeline, not just activity, this is a must-watch.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 Why Everyone Is Talking About ABM (But Few Get It Right)00:35 The Big Question: Should You Even Do ABM?01:10 Why Most B2B Marketing Still Feels Like “Spray and Pray”01:30 The Hidden Truth: ABM = Disciplined Go-To-Market02:00 Why Weak Targeting Kills Your Positioning02:30 When ABM Actually Makes Sense (And When It Doesn’t)03:00 What ABM Really Is (And What It Isn’t)04:00 The 3 Decisions You Must Make Before Doing ABM05:00 Step 1: Define Your Objective06:00 Why Most Teams Skip Proper Target Lists07:00 The ICP Trap08:00 When Your TAM Is Too Small for Paid Ads09:00 The Real ABM Filter: Deal Size10:00 Why ABM Fails for Low-Value Products11:00 Step 2: The Missing Piece – Cataloguing12:00 Why Marketing Can’t Guess Who’s In-Market13:00 The 95/5 Reality14:00 The Contract Problem That Kills Deals15:00 Real Example: Why Campaigns Fail16:00 How Cataloguing Changes Everything17:00 Why Your TAM Might Be Wrong18:00 Step 3: Not Everything Should Be ABM19:00 Running ABM + Broad Marketing Together20:00 Enterprise vs SME21:00 Why Over-Personalised Ads Don’t Work22:00 What Actually Works: Real Conversations23:00 The Problem With AI Personalisation24:00 Why Buyers Don’t Share Pain Publicly25:00 The Final Answer: Is ABM Worth It?26:00 The 3 Rules for Deciding27:00 Final Takeaways👥 Are you a B2B marketer in a small team?💰 Need to bring in more revenue for your company (so sales and your boss love you)?Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E2255 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #accountbasedmarketing