Friends! Welcome to our 2x monthly newsletter. Written by George Coudounaris and edited by the ever-diligent Kevin Chen. We bring you actionable strategy for your B2B marketing. You should be able to read each issue in 5 minutes or less.
If you don’t want this newsletter, you can unsubscribe.
3 B2B Strategy Tips
1) Stop trying to send everyone to your landing page: There’s a reason the average click-through-rate on social media ~0.5%. It’s because social platforms like LinkedIn are where the party is at. People don’t want to leave! Instead, design your ads and content so the message can be consumed in the feed. If your content is nice and helpful, it will be consumed by more people for cheaper, and will drive better results over time.
Learn why you should always drive people to your landing page, and how to optimise your content to be consumed in the feed here on Episode 52.
2) Use your ads budget to push your helpful content: You need your Dream Customers to trust you if they’re going to buy from you. So if you understand their pain points and create educational, entertaining content that helps solve it… then why not use your paid media budget to amplify that helpful content to your Dream Customers? It guarantees the delivery of that content, and you’ll build trust much faster than constantly asking them to ‘Book A Demo’.
Learn more about this non-traditional approach to ads here.
3) You don’t need to measure the ROI of every marketing activity: Shock horror! But the ROI of marketing activities that build trust with your Dream Customers are really hard to measure in terms of ROI. Instead ask yourself: does this activity help my Dream Customer? Are we doing it in a place that they can attend easily? Is it educational and entertaining? Are we getting good engagement and feedback on it?
If the answer is yes, keep doing those things. Marketers drive revenue by consistently working to build trust with their Dream Customers over a long period of time.
Listen to Rand Fishkin (Founder of SparkToro and Moz) on why marketers need to play the long game and be helpful.
Doodle of the Week
3 Articles and Resources
1) How to gather and action customer research insights in B2B: Our friend Alan Hale draws on his 40+ years experience to show you a robust process for identifying and acting on b2b voice of the customer research insights.
2) Find new customers online with the Dream 100: The Dream 100 is still one of my favourite concepts for finding new pools of customers online. Once you read this article, it will be one of yours too.
3) Start any marketing activity with 80:20 analysis: Known as the ‘Pareto’ principle, this will make sure you get the most bang for your buck with your marketing efforts.
Thanks for reading!
P.S. Don’t forget to subscribe to The B2B Playbook podcast.
Strategy, Templates & Tools To Drive More Revenue With Marketing
Our 5 BEs Framework teaches b2b marketers exactly how to drive more revenue with your marketing.
We share our Framework step-by-step every week on The B2B Playbook.
There’s 3 ways you can learn and implement it in your own business:
- Listen to The B2B Playbook Podcast
- Subscribe to our Newsletter
- Apply for The B2B Incubator
(P.S. The B2B Incubator gives you strategy, templates and tools you need to implement this in your business over 12 weeks. Click here to find out more or apply now).
Subscribe & Get The Best Of The B2B Playbook Delivered To Your Inbox
Join other B2B Marketers and Owners and get the latest B2B marketing strategy, tips and tricks delivered to your inbox.
What Marketers Like You Are Saying...
Skalata Ventures | Head of Marketing Read More
Love the podcast and the way you 'waterfall' content from it (and the genuineness that comes through)!
LIN3S | Digital Strategy & Paid Search Read More
Just wanted to reach out to let you know how much I’m enjoying the podcast - I definitely get the feeling that I’ve learned something I can use after each episode
RevOps Research Collective | RevOps Researcher Read More
Been following for a bit and trying to catch up on the podcast. You post some great content and the podcast is 🔥
Previous
Next
KanDo Consult | Founder Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
PicUp | Co-Founder // Head of Operations Read More
Enjoying all your content and listening to the B2B podcast episodes. Always get some value from them 👌
RAA | Innovation Consultant Read More
George and Kevin are a wealth of knowledge in B2B marketing. They passionately share their knowledge in their B2B Playbook podcast and each episode brings on new insights. I recommend it to any new marketers starting in the B2B space: it's like having your own marketing mentors on the go!
Previous
Next
Diospatial | Marketing Manager Read More
I have been following some of your content on LinkedIn and started listening to your podcast. I really like the stuff you guys are putting out there.
TRIGO | Managing Director Read More
Hey George, Just want to tell you how much I enjoy your content (podcast, posts on LinkedIn,...) As a web dev with no prior marketing know how who is now CEO of a small agency with marketing responsibility there is so much to learn. Your work is a great source. Love it
AusPayNet | Marketing & Comms Coordinator Read More
Really do love the work you guys do and appreciate how you make B2B marketing more accessible ❤
KanDo Consult | Founder Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
Woolworths at Work | Marketing Executive Read More
The main reason I love the podcast is I can get to know the B2B marketing mindset & experience. There’s tons of blogs/ courses online to talk about B2B marketing on strategies, tools, and models...but I found not many deliver the message of mindset to the audience. The mindset and experience are something you gained and tested from day-to-day work, and not easy to be googled.
HWPO Marketing | Head of Growth Read More
Honestly, I really like your podcast format. The breakdown and analysis angle of different companies B2B strategies mixed with your own framework and some tactical approaches is a B2B podcast mix that I haven’t stumbled upon other than yours and I really enjoy it.
DG does mostly interview, Chris Walker has his Demand Gen approach, Metadata talks about what they do internally. And I enjoy all of them.
But you two have figured out an interesting mix that brings something new and that’s not easy.
You’ve got a routine listener here!
Edstart | Marketing Manager Read More
Come 5am every Monday morning when I do my daily run, I tune into The B2B Playbook podcast. George and Kevin are excellent at distilling the many complex aspects of B2B marketing. And more importantly, giving away very practical advice on how to create a sound marketing strategy and execute it on a tactical level. As a bonus, George is a genuinely helpful, all around nice guy. He practices what he preaches. On LinkedIn you can see George doesn't just talk the talk - he does what he advises his audience should do. And shows how his playbook works for his business. It's true people! - Helpful marketing content leads to inbound opportunities that turn into revenue!
Titomic | Marketing Manager Read More
The B2B playbook is just that - a practical guide to B2B marketing, providing endless tips, tricks, and insights. It's really practical. Particularly how to get experts to write for you.
I'm in a pretty niche industry with tricky applications, so that helped a lot. Awesome stuff! Please keep it coming!
Medianet | Head of Marketing Read More
Your podcast is such a great resource for us - wanting to make the change to Demand Gen, keep it up 🙂
AlayaCare | Marketing Coordinator Read More
I am really enjoying your podcast and learning so much so big thank you
Visionary Digital Studios | Director Read More
Love the podcast George - plenty of epic wisdom, making massive impact - very much appreciated!
Nexon Asia Pacific | Marketing Programs Manager Read More
Hi George I love your podcast, very interesting and easy to listen to!
LASSO | VP of Growth Read More
Marketing podcasts are everywhere. And there’s nothing worse than ear candy that you can’t clearly apply. But the B2B Playbook brings a unique and timely perspective that’s especially actionable.
Suffolk in the Hub | Assistant Account Director Read More
I have been listening to the B2B Playbook since George and Kevin launched it. The podcast episodes have such rich practical knowledge and they took one step further and created the B2B incubator. B2B incubator looks promising especially because they do not say “learn this, and you will be a millionaire overnight” it has a concrete strategy, how to learn from your mistakes, and the nitty-gritty of being a B2B marketer. Listen to their podcasts and also be a part of this program as I am sure like their podcasts their strategy is doable and will yield results. Remember, you have to implement what you learn from them!
Good Trading Co | Global LinkedIn Pages Expert Read More
I don't listen to podcasts, but I do make the exception for yours if I'm driving. It is so well thought out, researched, and logical and adds a tonne of value. I'm very confident your B2B Incubator would be the same.
Codewave Technologies | Growth Marketing Manager Read More
I was listening to your podcast. It's amazing. The 5 BEs framework, the way you diagnose educational content strategy... 💥🚀
Xara | Product Marketing Manager Read More
Checked out your latest episode- though I got interrupted but I sat down there nodding with a little grin on my face because demand generation is such a misunderstood and elusive concept for many marketers.
Anyways, just wanted to say keep it going!
Select Star | Growth Marketing Read More
I am a follower on Spotify and am a huge fan of your reporting episodes!
Fable | Co-Founder Read More
George has truly created a safe place for early stage marketers. They can listen in on some insightful conversations about everything B2B marketing. The lessons learnt can be applied to your business with immediate effect. In particular, I loved the repurposing framework. So please do yourself a favor and dig into the podcast right away!
Equiptec | Digital Marketing Manager Read More
I'm one of your avid listeners on the B2B podcast and I would just like to thank you for regularly sharing your industry insights along with Kevin. It's truly fantastic. I work in multiple B2B companies right now with small marketing teams where I mostly do the end-to-end digital marketing by myself: from strategy, execution and optimization. It's mostly me having inputs and no one out there to bounce ideas with (at least in digital marketing in general). That's why listening to your podcast is like having colleagues at work who share great ideas.
Noggin | Demand Generation Manager Read More
I've listen to your eps of your podcast and loved it!
Tropic | Marketing Coordinator Read More
Love your content and I'm learning a ton thanks to you 🙏 The content is something they don’t teach in schools and I appreciate that, like many other marketers I’d assume
Echo Digital | Marketing Consultant & Director Read More
Your content on demand generation and inviting industry specialists have been extremely insightful! Thank you for sharing your knowledge with the wider community
Senior Marketing Manager Read More
I just wanted to say I love the material you post, soo insightful and on the ball. Keep it going 🙏
Red Shark Digital | Marketing Director Read More
Big fan of your podcast!
CITRUS | Founder & Strategy Director Read More
Big fan of the podcast.
Opstream | Marketing Lead Read More
Been following your content as a lone b2b marketer at a tech startup, you guys have been crazy helpful
Still trying to catch up with all the content and lessons but I really appreciate the work you're doing!
Factors.ai | Social Media Marketer Read More
I learn so much from the frameworks you share!
Freelance | Content Writer Read More
I've been following the B2B playbook for a while and I absolutely love it. Every podcast feels like a course since it is so detailed.
Apifon | Content Strategist Read More
I've been following the podcast for a few months now, and I absolutely love the content. Keep up the great work, guys! 🙏
OneDot Media | Digital Marketing Analyst Read More
I've only been tuning in to your podcasts for a couple of weeks now, and I have to say, they're incredibly valuable and informative. I'm so glad I found them!
As a Digital Marketer they are helping me a lot in coming up with strategies, Brand positioning, Demand generation and more
Scott Aussie Tourism Marketing | Head of Account Services Read More
I've listened to a few episodes of your podcast. I was very impressed. Keep them coming!
PubLive | Marketing Read More
I am also a part of the B2B space and a big fan/ avid listener of your podcast.
Tayl | Client Engagement Executive Read More
I love the podcast!
Hublead | CEO Read More
I saw your podcast before, love it!
Weberlo | Head of Growth Read More
I love your pod man you guys are going to blow up. The guests you have had on have given a lot of actionable ideas
Honestly, some of the most helpful content is how to handle clients and bring innovation to clients to continue to add value instead of being reactionary.
(Reactionary to issues, bad analytics, whatever)
Helping people be innovative and thoughtfully creative with their clients stays out in front of the ick
Social Media Manager Read More
The podcast has been super helpful!
50 Marketing | CMO Read More
Really appreciate your Podcast and what you are doing to educate on demand gen. Learning from your content. Keep up the great work.
GSR Resolutions | Business Growth Mentor Read More
Been watching your stuff since I watched episode 85 and realised you guys do what I’ve been doing the last decade just from the sales and marketing
Great message and method
First solid advice I’ve seen in years
Growth Partner | GlowRadius Read More
I often read your newsletter & listen to your podcasts. Learn a lot of new stuff in B2B.
Keep creating the content man! It's super valuable!
Content Marketing Manager | Terrafend Read More
I've found the podcast really helpful!
Director of Demand Generation | Swagger Sales Read More
I’ve been enjoying your podcast a lot!
Product Marketing Manager | Chainstack Read More
Not gonna lie, I am a big fan of what you do, I love watching your videos on YouTube, I'm subscribed to your newsletter. Keep it up! 🤘
