Our Demand Generation training course helps small B2B marketing teams make sure their future customers come straight to you, not the competition.
Traditional lead generation in B2B is built around short-term numbers.
But quantity over quality creates bloated pipelines and burns out your sales team.
Worse still, it often fails to influence future buying decisions.
Many marketers get stuck chasing form fills instead of shaping preference.
Instead of chasing buyers at the last second,
demand generation builds trust before they’re ready to buy —
so your brand is the obvious choice when they do enter the market.
🧠 It’s about shaping demand now, so you can capture it later.
🎯 The result?
A leaner, more efficient pipeline of high-fit buyers who already know, like, and trust you.
It’s what separates brands buyers remember, from the ones they scroll past.
The B2B Incubator gives you the strategy and tools you need as a small marketing team to win over the modern buyer, and generate real long-term ROI from your marketing.
A demand generation engine for your business means that customers come to YOU, not the competition when they’re ready to buy. That’s the only path for marketing to consistently contribute revenue to the business.
Building a demand engine is a skill that separates average marketers from GREAT ones.
GEORGE COUDOUNARIS & KEVIN CHEN, CO-FOUNDERS OF THE B2B INCUBATOR
Our Demand Generation training is delivered over 12 weeks. You retain access to the materials even after the conclusion of the program.
Complete the demand gen training program and get a certificate of Demand Gen from The B2B Playbook
Get the strategy over 12 weeks you need to generate demand
Use our custom built templates to implement the strategy
Implement the tools we recommend to work faster
6x Group Q&As to answer questions and discuss implementation
Document your demand strategy so your boss, sales & everyone can be aligned
Get the metrics to measure to know your plan is on track for success
Apply now and join our next cohort. SPOTS ARE LIMITED. Application only takes a minute or two!
Top Rated Course by 260+ B2B marketers
We have marketers from all over the world join us. The materials are available to watch in your own time ‘on-demand’, and the Live Q&As take place on:
This accommodates all regions across the globe!
Yes! You can grab the extended program guide here
This program is for inhouse B2B marketers who want:
– a concrete strategy for generating and closing demand, and an implementation toolkit to do it
– to elevate their B2B marketing career and expertise
– to get buy-in from those around you to create real marketing programs that work
– to have a real impact on the bottomline of their business
– to network and learn with other like minded B2B marketers
This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings
This is not just a demand generation course.
It is a strategy development program that not only shows you what to do, but gives you the tools and templates to do it. It aims to transform your thinking about B2B marketing holistically.
The program is based on The 5 BEs Framework – which is what we do for our own clients and is how we grow our own business.
We also hold you accountable with our Live Q&As to ensure you implement this framework in your business.
We share our 5 BEs Framework on The B2B Playbook Podcast
Yes, we do! Click here to download it.
There’s also an email template you can use here to help get buy in from your boss.
If you need to build a more extended business case for Demand Generation (and you want to join our course), we have a bunch of resources that can help!
These include:
(a) our presentation (that you can customize as your own).
(b) our Marketing ROI calculator, Demand Gen Forecast Calculator, and ‘Split The Funnel’ Analysis too.
The B2B Incubator runs over 12 weeks.
Every week you will have a session with material to review and act on. It will be made up of: videos, slides, written notes, and templates to implement the learnings.
There will also be 6 live Q&A sessions with George Coudounaris (every second week).
The B2B Incubator runs across multiple time zones so all can attend. They occur every second week of The B2B Incubator.
If you are not able to attend, you can submit questions in advance, and the recorded sessions will be sent to you.
Cohort dates: 24 Feb ’25 | 26 May ’25 | 25 August ’25 | 24 Nov ’25
USA, UK, EU, APAC time zones accommodated for Live Q&As
The program material is about an hour a week.
However, you should be applying these learnings to your business as you go – so you can spend as much or as little time on implementation as you like as you go through The B2B Incubator.
$2,500 USD for 1 person from your company. Each additional seat is $2,000 USD (20% discount)
A passion for real B2B marketing. A good attitude. And a desire to improve.
Yes we do. Please contact general@theb2bplaybook.com for group rates.
Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.
Please contact general@theb2bplaybook.com for details.
We do! We have many reviews from past participants of The B2B Incubator available on this page. We also have some independent reviews here.
You can also reach out on LinkedIn to B2B marketers and past participants:
You can also reach out on LinkedIn to B2B marketers and past participants:
Yes we do! We’ve trained marketing teams 20+ in size. If you want to make sure your team understands how to generate demand together, we can tailor a course to you, fill out the application below.
Apply now and join our next cohort. SPOTS ARE LIMITED. Application only takes a minute or two!
Name: Ati Aziz
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
Company: ClearCalcs
Name: Shahed Abotouk
Position: Marketing Manager
Size of Marketing Team: 1 person
Business Type: B2B SaaS
Company: Commutifi
Name: Ben Grossberg
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS
Company: Weel
We're so sure that you'll love the program, that if you go through the program, attend the live sessions, and DON'T think you've got the understanding of how to generate demand - we'll give you a refund.