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#008: B2B Strategy Newsletter #8: A.I. in B2B marketing, storytelling formulas, YouTube & more

G’day you B2B folks! 

A huge thank you to all that applied to our program, The B2B Incubator over the last 2 weeks! The April cohort is shaping up nicely with you awesome marketers.

AND to those who subscribed to our YouTube channel! We’re still working hard on bringing in more whiteboarding and visuals so it’s more fun to watch. 

Today we’re talking about how you should be using (and not using) A.I. in your B2B marketing, storytelling formulas that make your Dream Customers remember you – and much more!

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

💡 3 B2B Strategy Tips

1) How to use A.I. in your B2B marketing: A.I. tools like ChatGPT mean you can create WAY more content, much faster. But should you? Absolutely not. Think about it: your competitor also has access to these low cost tools – so how on earth is it going to give you a competitive advantage? It won’t… it just spits out the same commodity content that nobody cares about. 

Use it as a tool, not a strategy. Start by creating content with HUMANS first, and then use A.I. tools like Chat GPT to help you repurpose it into different formats like YouTube, LinkedIn posts, articles etc. If your content starts with humans, it will contain emotion, stories, experience – all the things A.I. can’t do. 

See how Kev and I are integrating A.I. into our own content creation process here in Episode 76 of The B2B Playbook podcast.

2) The 5-step storytelling formula you need in your marketing: Marketing fails so often because it’s too complicated. We try to say too many things, to too many people. So how do you simplify your message, and put it in a form that your Dream Customers will remember? Stories!

Our brains are built to remember stories. And there are 5 things your Dream Customers care about that you can use in your story:

  • Who is the hero
  • What does the hero want
  • Who does the hero have to defeat to get what they want
  • What tragic thing will happen if the hero doesn’t win
  • What wonderful thing will happen if they do win

We show you how you can apply this to your business (with examples) and integrate it into your marketing in Episode 77 of The B2B Playbook podcast.

3) Don’t assume you know where your Dream Customers are hanging out: It took us SO long to get onto YouTube. But we’ve been on for 17 days now, and we’ve already had 3 people apply for The B2B Incubator (and one purchase our self-serve course) saying they first heard about us on YouTube.

It tooks us so long because I don’t use YouTube much. So I figured other B2B marketers didn’t. But then I ran a poll to our Dream Customers asking where it is they like to learn…. and guess what? The majority said YouTube! (not TikTok)

Here’s some stats from our YouTube for the last 17 days if you’re interested!


✏️ Doodle of the Week

Stop constantly sending people to your landing page! Instead, design your content to be consumed in-feed to take full advantage of people seeing it. Remember: the goal is to get people to consume your message and build a relationship. They don’t always have to go to your website to do that

📖 3 Articles and Resources

1) Consistently drive demand and revenue with our 5 BEs FrameworkKev and I give you an overview of our framework to demystify how B2B marketing can consistently drive revenue.

2) Transitioning from lead gen to demand gen: Is your organisation shifting from lead generation to demand gen? Ex-Refine Labs superstar Myles Madden talks through the challenges faced by in-house marketers leading this transition.

3) What’s even worth measuring: Rand Fishkin is at it again, showing us over the next 3 years what Marketing Mix Modeling can even measure. Is it worth the energy to setup? Find out.


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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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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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... 💥🚀
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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!
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I am a follower on Spotify and am a huge fan of your reporting episodes!
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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!

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/

Further reading

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