Build Your Demand Gen Engine In 12 Weeks
We give B2B marketers in small teams the strategy, templates & tools they need to drive more revenue for their business.
- Strategy, Templates & Tools
- Built for Marketers in Small Teams
- Get a Certificate of Demand Gen
5/5
B2B Marketers LOVE The B2B Incubator
B2B Marketing Manager Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
Director of Growth Marketing & Demand Generation | PAWA Read More
After following your program last year, it's like a masters degree in Demand Gen. I don't even think in college they would cover 1 third of the good stuff in your course.
Head of Marketing Read More
The B2B Playbook was an incredible course. As well as being absolutely stuffed full of useful theory and information about the current B2B landscape, the biggest benefit was the wealth of templates, frameworks and processes to get full B2B marketing programs up and running in a short time. These hands-on tools helped to streamline our B2B efforts, but also added plenty of legitimacy that gave confidence to a senior leadership team previously unfamiliar with B2B marketing.
Since taking the course, we've established a complete end-to-end ABM program that's been delivering great results. More importantly, we've now got complete buy-in from senior leadership for what we're doing, which we were struggling to get before the course.
Since taking the course, we've established a complete end-to-end ABM program that's been delivering great results. More importantly, we've now got complete buy-in from senior leadership for what we're doing, which we were struggling to get before the course.
CMO | Rivet Read More
"I used your framework to launch a video podcast on a new technology category in construction.
And built an outline with subject matter experts on the topic. And the results have been AMAZING.
Our customers are feeling seen and heard. They feel like we're relatable and talking about a problem that hasn't been solved by technology.
And we're not actually talking about the tech at all. It's implied that our product can solve the problem, but it's not the focal point.
And it's really gaining traction."
B2B Marketing Manager | A123 Systems Read More
The B2B Incubator is a game-changing course for marketers who want to take their marketing strategy to the next level.
This course helps you understand your customers, build stronger relationships, and create content that truly resonates with people. It gives you ALL the tools and information you NEED to make a real impact. With templates, live Q&A sessions, and a supportive community, you’ll learn how to generate demand and GROW. This course offers more valuable information than any master’s degree you could ever invest time in, and for much less money.
I absolutely love the time and effort put into it and have not stopped recommending it to all. THANK YOU!
This course helps you understand your customers, build stronger relationships, and create content that truly resonates with people. It gives you ALL the tools and information you NEED to make a real impact. With templates, live Q&A sessions, and a supportive community, you’ll learn how to generate demand and GROW. This course offers more valuable information than any master’s degree you could ever invest time in, and for much less money.
I absolutely love the time and effort put into it and have not stopped recommending it to all. THANK YOU!
B2B Growth Marketer | ClearCalcs Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
CMO & B2B Marketing Consultant | B2B Social Nexus Read More
What was great about your program is it's grounded in all the fundamentals, but you use the newer technologies and showcase how to do it.
You laid it all out fantastically. At first I thought it was potentially for someone who was just learning B2B marketing, but then I realised - it's for experienced B2B marketers who need to do more things themselves, and want a roadmap to do it.
I've now integrated all the wonderful tools and processes into my own process. You guys have done all the hard work for us.
You laid it all out fantastically. At first I thought it was potentially for someone who was just learning B2B marketing, but then I realised - it's for experienced B2B marketers who need to do more things themselves, and want a roadmap to do it.
I've now integrated all the wonderful tools and processes into my own process. You guys have done all the hard work for us.
Managing Director | In-Tec Read More
We would not be where we are or where I see us being without your guidance. The stuff you produce and share is the most valuable we have ever seen anyone in the marketing training space, especially demand generation, produce.
B2B Marketer | Dualoop Read More
Before joining the B2B incubator program, I was already a fan, reading blog posts, and listening to the podcast, excited about what I could learn from actually joining the course. I wasn't disappointed. From day one, the program took us by the hand, showing us how to lay down the basics and then, step by step, how to build on them. What really stood out for me were the lessons on how to repurpose content. They didn't just throw theory at us; they showed us practical, real-world tools and techniques that marketers actually need. Being part of a small marketing team, I found this incredibly useful because we could the strategies are something you can use right away. Even more than that, the program helped us understand the 'why' behind what we were doing, instead of just going through the motions. It's been a game-changer for how I approach marketing
Senior B2B Marketing Manager | Weel Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
COO & Co-Founder | WeAspire Read More
Just a note to say thanks for your guidance in the program. I can confirm your strategy - ask customer questions - build content they ask for - play it back to them and they and others love it. If you want a paint by numbers B2B marketing strategy, this is a great place to start.
B2B Growth Analyst | Explorate Read More
The B2B incubator offers timeless lessons in growth marketing that have truly transformed my approach. The access to experts like George and fellow marketers who have navigated similar challenges has been invaluable. I've emerged from the program with newfound confidence in our strategies and a clear direction for our small marketing team.
B2B Growth Analyst | Explorate Read More
The templates and step-by-step processes provided have streamlined our workflow and added invaluable structure to our planning. Overall, the program is led by exceptional growth marketing minds, and I wholeheartedly recommend it to any small team's Growth Marketer or Growth lead. It's truly a no-brainer investment for the amount of value you get.
B2B Marketing Manager | Whitelabel Loyalty Read More
I can only recommend The B2B Incubator. I joined during a time when I felt a bit stuck in my role and needed a push to figure out what to focus on (who can relate to needing to get everything done but never enough time so prioritizing is crucial). The B2B Incubator became a crucial source of inspiration and guidance that I needed. With every lesson, I was able to find new ways to optimize what my team and I have been doing or perhaps things we should start doing.
B2B Marketing Manager | Whitelabel Loyalty Read More
With every lesson, I was able to find new ways to optimize what my team and I have been doing or perhaps things we should start doing.
For instance, the concept of the Content Tilt inspired us to rethink our podcast approach completely and reformat to something we realized doesn't exist in our space. Crucially, going through the programme helped me drive some much needed conversations in the wider company about focusing on Dream Customers and has led to us choosing key verticals to prioritize in the new financial year. I am really encouraged about what this will do to the growth of our business.
B2B Marketing Manager | Whitelabel Loyalty Read More
George was incredibly open and helpful throughout the programme. I found the live sessions immensely helpful as there were always some great conversations sparked among the participants. But George also shares specific tools and tactics that have helped them grow, which makes it really applicable and impactful. Thank you, George!
B2B Marketer Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
CMO | Rivet Read More
I had expectations that I would come out with a strong content strategy and a plan to execute it.
And you guys completely delivered that in the program....
The program simplifies the very complicated topic of B2B marketing.
Informed 365 Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
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APPLY BEFORE THE DEADLINE & GET A FREE BONUS DEMAND GEN 1:1 SESSION
Struggling To Drive Leads & Revenue?
Like Many B2B Marketers in Small Teams... we bet you're:
- struggling to consistently generate opportunities for sales
- unsure of how marketing is impacting the bottom line of the business
- Finding it hard to get buy-in from executives on marketing programs
- Constantly in service of sales
- Drowned in 'busy work' that didn't really move the needle
- Trying to control lead and acquisition costs
Your Job is NOT To Get More Leads.
It's More Revenue.
What's Wrong With Leads?
The old ‘lead generation’ tactics in B2B are outdated. A focus on quantity instead of quality of leads is a NIGHTMARE for sales.
Worst of all – it’s rarely a profitable way to acquire customers. We’ve seen too many Marketing Managers fall victim to this.
Instead, if you focus on building a relationship with your Dream Customers BEFORE they’re ready to buy from you – you’ll create a much more efficient pipeline of customers ready to buy.
Less leads. More revenue. That’s demand generation.
Demand Generation is the Marketing
Secret To Consistently Drive Revenue
It’s the difference between the brands that grow profitably online, and the ones that don’t.
Life Without Demand Generation
- Less opportunities for sales
- Unpredictable revenue
- Constantly trying different 'hacks' and 'tricks'
- Market followers
- Rising acquisition costs
- Lack of inbound leads
- Slow sales cycles
Life With Demand Generation
- More opportunities for sales & revenue
- More predictable revenue
- Know how to get customers to come to you
- Become the leader of your category
- Lower acquisition costs
- More, better inbound leads
- Faster sales cycles
We Show You How To Create Demand For Your Brand - in 12 Weeks!
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 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
Your Session Plan
Delivered over 12 weeks. You retain access to the materials even after the conclusion of the program.
Weeks 1-4
GET YOUR ENGINE READY
Deeply Understand Your Customers
- Identify your BEST customers with 80/20 analysis
- Conduct customer interviews to learn how to influence your Dream Customers
- Learn to position your business so it is a 'no brainer' in the mind of the customer
- Identify the buying committee for your Dream Customers
- Map the buying journey so you know where to focus your resources
- Use the Dream 100 to find a deep well of Dream Customers
BONUS TEMPLATES
- 80/20 analysis template
- Customer interview template
- Dream 100 template
- Document EVERYTHING as you go
BONUS RESOURCES
- Demand generation metrics template
- Document your ENTIRE helpful demand generation engine
- Content Calendar Scheduler template
Weeks 5-10
BUILD YOUR HELPFUL DEMAND ENGINE
Build Relationships At SCALE with a Helpful Content
- Implement our system to create EXPERT, helpful content your Dream Customers love
- Use our Repurposing Framework to CUT down time on content creation by 50%
- Get 15x more Dream Customers seeing your content without spending money on ads
- Use our 3 techniques to making your content CUT THROUGH the noise
- Get the 5 Types of Content you need to turn a Dream Customer into a buyer
- Understand what platform and format to put your content in
- Get the metrics you need to measure the success of your helpful content
- Learn to SCALE your content program so you're not doing it alone
Weeks 11-12
SCALE YOUR DEMAND ENGINE
Accelerate Demand & Use Paid Media & ABM to win Key Accounts
- Learn to accelerate demand generation using paid media
- Create product ads that generate opportunities & revenue
- Align with sales using Account Based Marketing
- Create your first pilot ABM program on a shoestring budget
- We give you a path to independence beyond the 12 week program
BONUS RESOURCES
- 6x group LIVE Q&As to answer questions & help implement learnings
- Templates & tools to implement learnings
PLUS! Get Your Certificate of Demand Gen
Complete the program and get a certificate of Demand Gen from The B2B Playbook
We Give You Everything You Need To Generate Demand Over 12 Weeks
Strategy
Get the strategy over 12 weeks you need to generate demand
Templates
Use our custom built templates to implement the strategy
Tools
Implement the tools we recommend to work faster
Live Q&As
6x Group Q&As to answer questions and discuss implementation
Documented Strategy
Document your demand strategy so your boss, sales & everyone can be aligned
Metrics To Measure
Get the metrics to measure to know your plan is on track for success
Pricing
Do it yourself
For marketers who want to go at their own pace
$
997
One time payment
00
One time payment
-
16 + hours of pre-recorded tutorials
-
Strategy, templates & tools to execute
-
Videos & transcript of program
-
Learn and implement at your own pace
Buy Now
Total price $997.00 AUD
Do it in a small group
For marketers who love group learning
$
2,500
One time payment
00
One time payment
-
16 + hours of pre-recorded tutorials
-
Strategy, templates & tools to execute
-
Videos & transcript of program
-
Learn and implement at your own pace
-
6x live Q&As with George Coudounaris
-
Connect & share with other B2B marketers
-
Program completed in 12 weeks
-
Certificate of completion
Reserve Your Spot
Total price $2,500 AUD. Payment plan of $500/month over 6 months available
(Total $3,000 AUD)
(Total $3,000 AUD)
Popular
We Build Your
Demand Engine With You
For businesses that want us to build or refinetheir demand engine
$
8,400
per month for 6 months
00
per month for 6 months
-
Audit of existing activities
-
Custom plan to develop a demand engine
-
Strategy, templates & tools to execute
-
1:1 consulting sessions
-
Support to ensure proper implementation
FAQs
Can you tell me more about what I will learn and implement?
Yes! You can grab the extended program guide here
Who, specifically, is The B2B Incubator for?
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
Who should NOT apply to The B2B Incubator?
This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings
Why is this different to other B2B Marketing courses?
This is not a 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 share our 5 BEs Framework on The B2B Playbook Podcast
Do you have a business case to send to my boss?
Yes, we do! Click here to download it.
How long is the Incubator and what format is it in?
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).
When does The B2B Incubator start?
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.
What is the workload?
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.
How much does it cost?
$2,500 AUD for 1 person from your company. Each additional seat is $2,000 AUD (20% discount)
What do I need to apply?
A passion for real B2B marketing. A good attitude. And a desire to improve.
We have multiple people from our company who want to go through it - do you do group rates?
Yes we do. Please contact general@theb2bplaybook.com for group rates.
Do you run in-person workshops?
Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.
Please contact general@theb2bplaybook.com for details.
Do you have reviews from other B2B marketers?
We do! Here are our ‘brutally honest’ reviews from past participants of The B2B Incubator
You can also reach out on LinkedIn to B2B marketers and past participants:
- Ben Grossberg (Senior Marketing Manager at Weel), or
- Ati Aziz (Growth Marketer at ClearCalcs), or
- Shahed Abotouk (Marketing Manager at Commutifi), or
- Sam Henderson (Head of Marketing at Skalata)
Are there other B2B marketers who have been through the program that I can ask about it?
You can also reach out on LinkedIn to B2B marketers and past participants:
- Ben Grossberg (Senior Marketing Manager at Weel), or
- Ati Aziz (Growth Marketer at ClearCalcs), or
- Shahed Abotouk (Marketing Manager at Commutifi), or
- Sam Henderson (Head of Marketing at Skalata)
APPLY BEFORE THE DEADLINE & GET A FREE BONUS 1:1 SESSION
Apply Now & join the waitlist
Apply now so you’ll be the first to know when enrollment opens (SPOTS ARE LIMITED). It only takes a minute or two!
5/5
B2B Marketers LOVE The B2B Incubator
B2B Marketing Manager Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
Director of Growth Marketing & Demand Generation | PAWA Read More
After following your program last year, it's like a masters degree in Demand Gen. I don't even think in college they would cover 1 third of the good stuff in your course.
Head of Marketing Read More
The B2B Playbook was an incredible course. As well as being absolutely stuffed full of useful theory and information about the current B2B landscape, the biggest benefit was the wealth of templates, frameworks and processes to get full B2B marketing programs up and running in a short time. These hands-on tools helped to streamline our B2B efforts, but also added plenty of legitimacy that gave confidence to a senior leadership team previously unfamiliar with B2B marketing.
Since taking the course, we've established a complete end-to-end ABM program that's been delivering great results. More importantly, we've now got complete buy-in from senior leadership for what we're doing, which we were struggling to get before the course.
Since taking the course, we've established a complete end-to-end ABM program that's been delivering great results. More importantly, we've now got complete buy-in from senior leadership for what we're doing, which we were struggling to get before the course.
CMO | Rivet Read More
"I used your framework to launch a video podcast on a new technology category in construction.
And built an outline with subject matter experts on the topic. And the results have been AMAZING.
Our customers are feeling seen and heard. They feel like we're relatable and talking about a problem that hasn't been solved by technology.
And we're not actually talking about the tech at all. It's implied that our product can solve the problem, but it's not the focal point.
And it's really gaining traction."
B2B Marketing Manager | A123 Systems Read More
The B2B Incubator is a game-changing course for marketers who want to take their marketing strategy to the next level.
This course helps you understand your customers, build stronger relationships, and create content that truly resonates with people. It gives you ALL the tools and information you NEED to make a real impact. With templates, live Q&A sessions, and a supportive community, you’ll learn how to generate demand and GROW. This course offers more valuable information than any master’s degree you could ever invest time in, and for much less money.
I absolutely love the time and effort put into it and have not stopped recommending it to all. THANK YOU!
This course helps you understand your customers, build stronger relationships, and create content that truly resonates with people. It gives you ALL the tools and information you NEED to make a real impact. With templates, live Q&A sessions, and a supportive community, you’ll learn how to generate demand and GROW. This course offers more valuable information than any master’s degree you could ever invest time in, and for much less money.
I absolutely love the time and effort put into it and have not stopped recommending it to all. THANK YOU!
B2B Growth Marketer | ClearCalcs Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
CMO & B2B Marketing Consultant | B2B Social Nexus Read More
What was great about your program is it's grounded in all the fundamentals, but you use the newer technologies and showcase how to do it.
You laid it all out fantastically. At first I thought it was potentially for someone who was just learning B2B marketing, but then I realised - it's for experienced B2B marketers who need to do more things themselves, and want a roadmap to do it.
I've now integrated all the wonderful tools and processes into my own process. You guys have done all the hard work for us.
You laid it all out fantastically. At first I thought it was potentially for someone who was just learning B2B marketing, but then I realised - it's for experienced B2B marketers who need to do more things themselves, and want a roadmap to do it.
I've now integrated all the wonderful tools and processes into my own process. You guys have done all the hard work for us.
Managing Director | In-Tec Read More
We would not be where we are or where I see us being without your guidance. The stuff you produce and share is the most valuable we have ever seen anyone in the marketing training space, especially demand generation, produce.
B2B Marketer | Dualoop Read More
Before joining the B2B incubator program, I was already a fan, reading blog posts, and listening to the podcast, excited about what I could learn from actually joining the course. I wasn't disappointed. From day one, the program took us by the hand, showing us how to lay down the basics and then, step by step, how to build on them. What really stood out for me were the lessons on how to repurpose content. They didn't just throw theory at us; they showed us practical, real-world tools and techniques that marketers actually need. Being part of a small marketing team, I found this incredibly useful because we could the strategies are something you can use right away. Even more than that, the program helped us understand the 'why' behind what we were doing, instead of just going through the motions. It's been a game-changer for how I approach marketing
Senior B2B Marketing Manager | Weel Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
COO & Co-Founder | WeAspire Read More
Just a note to say thanks for your guidance in the program. I can confirm your strategy - ask customer questions - build content they ask for - play it back to them and they and others love it. If you want a paint by numbers B2B marketing strategy, this is a great place to start.
B2B Growth Analyst | Explorate Read More
The B2B incubator offers timeless lessons in growth marketing that have truly transformed my approach. The access to experts like George and fellow marketers who have navigated similar challenges has been invaluable. I've emerged from the program with newfound confidence in our strategies and a clear direction for our small marketing team.
B2B Growth Analyst | Explorate Read More
The templates and step-by-step processes provided have streamlined our workflow and added invaluable structure to our planning. Overall, the program is led by exceptional growth marketing minds, and I wholeheartedly recommend it to any small team's Growth Marketer or Growth lead. It's truly a no-brainer investment for the amount of value you get.
B2B Marketing Manager | Whitelabel Loyalty Read More
I can only recommend The B2B Incubator. I joined during a time when I felt a bit stuck in my role and needed a push to figure out what to focus on (who can relate to needing to get everything done but never enough time so prioritizing is crucial). The B2B Incubator became a crucial source of inspiration and guidance that I needed. With every lesson, I was able to find new ways to optimize what my team and I have been doing or perhaps things we should start doing.
B2B Marketing Manager | Whitelabel Loyalty Read More
With every lesson, I was able to find new ways to optimize what my team and I have been doing or perhaps things we should start doing.
For instance, the concept of the Content Tilt inspired us to rethink our podcast approach completely and reformat to something we realized doesn't exist in our space. Crucially, going through the programme helped me drive some much needed conversations in the wider company about focusing on Dream Customers and has led to us choosing key verticals to prioritize in the new financial year. I am really encouraged about what this will do to the growth of our business.
B2B Marketing Manager | Whitelabel Loyalty Read More
George was incredibly open and helpful throughout the programme. I found the live sessions immensely helpful as there were always some great conversations sparked among the participants. But George also shares specific tools and tactics that have helped them grow, which makes it really applicable and impactful. Thank you, George!
B2B Marketer Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
CMO | Rivet Read More
I had expectations that I would come out with a strong content strategy and a plan to execute it.
And you guys completely delivered that in the program....
The program simplifies the very complicated topic of B2B marketing.
Informed 365 Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
Previous
Next
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
Our 60 Day Money Back Guarantee
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.
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