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#007: A big revenue opportunity marketers are missing in 2023

G’day you B2B folks! 

Huge news from Kevin and I… we’re LIVE on YOUTUBE

That means you can WATCH The B2B Playbook each week. We’ve spiced it up with multicam, visuals and other little things to keep you watching. 

Check out our YouTube channel and subscribe here.

Today we’re talking about smart revenue opportunities for 2023, why you need to speak to the other 97% of the market, and more.

You should be able to read today’s issue in 5 minutes or less.

💡 3 B2B Strategy Tips

1) Upselling is a huge opportunity in 2023: As pockets are getting a little tighter, the usual 3% of the market that is ready to buy now continues to shrink. There’s increasing levels of scrutiny on marketing spend – but you still need to grow. Our solution? Look to your existing customers and identify opportunities to upsell to them. It’s 5-25 times cheaper than acquiring a new customer. 

This requires a personalised approach, but it shouldn’t just be left to Customer Success or Sales. Marketing have the ability (and we believe responsibility) to help make an impact here.

Kev and I give you our 5 step process for making more $$$ out of your existing accounts in Episode 75 of The B2B Playbook podcast

2) Stop making up stories about your Dream Customers: I used to dive into Google Analytics reports, and create stories in my own head about customers. And then use ad spend to validate it. The result: lots of wild guesses, and lots of wasted ad spend.

But then I conducted my first customer interview, and something wild happened:

– I asked a question about she’d like to know
– She told me what information she’d like to learn about

– I asked a question about where she likes to learn online

– She told me she likes to learn on LinkedIn, YouTube

– I asked a question about who influencers her
– She gave me a list of people she follows and groups she is in

Please – save yourself the time, budget and pain – and go and talk to your customers. It’s amazing what they’ll tell you.

3) Dedicate 20% of your time & resources to demand creation: You need to pay attention to the other 97% of the market who isn’t in ‘buy mode’ right now. Only competing amongst the 3% who are ready to buy NOW is expensive, and a race to the bottom in a price and feature war. To scale, you need to look beyond it. 

That’s why we recommend B2B companies spend some of their time and budget CREATING demand, not just CAPTURING those who are ready to buy right now. 

Creating demand is hard to figure out yourself – so Kevin and I showed you how you can get started with limited time and budget on Episode 53

We’ve also given you the strategy, tools & templates to get started when you’re ready.


✏️ Doodle of the Week

Upselling is a huge opportunity in 2023 for more revenue, and marketing absolutely should be involved!

📖 3 Articles and Resources

1) How to analyse your pipeline and opportunities to improve itIs marketing making an impact on your pipeline? We show you how to examine it, and then different activities you can do to impact it. So you can take more responsibility and control, work closer with your sales team and actually have bottomline impact with your day to day marketing activities.

2) Thought leadership isn’t enough: Thought leadership is table stakes. You need to go beyond it if you want to dominate your category. To get started, you need to create a two way conversation. We show you how. 

3) The difference between marketing strategy and tactics: There’s a key difference between marketing strategy and marketing tactics. Conflating the two means you normally ignore one of them (drastically impacting 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:

  1. Listen to The B2B Playbook Podcast
  2. Subscribe to our Newsletter
  3. 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).


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Love the podcast and the way you 'waterfall' content from it (and the genuineness that comes through)!
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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
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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.
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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!
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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.
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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
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Really do love the work you guys do and appreciate how you make B2B marketing more accessible ❤
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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.
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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.
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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!
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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!
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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!
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Your podcast is such a great resource for us - wanting to make the change to Demand Gen, keep it up 🙂
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I am really enjoying your podcast and learning so much so big thank you
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Love the podcast George - plenty of epic wisdom, making massive impact - very much appreciated!
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Hi George I love your podcast, very interesting and easy to listen to!
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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.
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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!
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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.
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I was listening to your podcast. It's amazing. The 5 BEs framework, the way you diagnose educational content strategy... 💥🚀

I'm George, and I'm an embarrassingly passionate B2B marketer.

But it wasn't always that way. When I first got into B2B marketing, I actually found it so confusing. There was conflicting advice - and I kept pursuing the promise of "the one thing" that would work - with varying success.

With my own agency and working in-house, I tested different strategies and tactics to see:
(a) which ones could be done by a small marketing team
(b) which ones actually resulted in REVENUE for the business

We then turned the stuff that works into one cohesive strategy that I follow when I consult with B2B clients.

It's called our 5 BEs Framework.

And now we're dedicated to sharing it, right here, on The B2B Playbook.

We're giving away our 5 BEs Framework step-by-step, and creating the resource I wish I had when I first fell in love with B2B marketing.

When I say step-by-step - I mean it! Start the podcast at Episode 1, and work your way through.

If that sounds like too much, we give you the strategy, templates & tools in our 12 week program - The B2B Incubator.

Check it out here: https://theb2bincubator.com/

I'm also extremely active and share much of our framework on LinkedIn - so please feel free to connect with me there and say hi!

https://www.linkedin.com/in/b2b-marketing-expert/

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