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Most small B2B teams know product marketing matters. Very few know how to make it work without specialists or big budgets. In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams. We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one. Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out. Tune in and learn: + How product marketing really works in small B2B teams + What product marketers should say no to (and when) + Why pricing and positioning are inseparable If you’re in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why Product Marketing Breaks in Small Teams 02:10 What Happens When No One Owns Product Marketing 04:16 Product Marketing Explained 05:23 The Medica Method 07:46 Why Small Teams Can’t Pause Work 09:11 Who Product Marketing Aligns With 10:52 Executive Buy-In 12:00 Net-New vs Expansion Growth 14:15 Product Marketing Boundaries 17:50 Fixing Sales Feedback Loops 23:50 Why B2B Personas Fail 29:50 Pricing as Product Marketing 35:40 Showing Pricing on Your Website 38:40 Taylor Swift Pricing Lessons 42:30 Status Signalling in B2B 46:00 Product Marketing as a Career ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S08 E217 - The B2B Playbook #b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket

Most B2B teams rely on founder energy – until it stops working. In this episode, we sit down with Adam Holmgren, CEO and co-founder of Fibber, to break down how founder-led marketing actually works – and why it hits a ceiling faster than most teams expect. Adam walks us through how he turned his personal LinkedIn presence into early traction, why founder-only growth stalled after the first 50 customers, and how he built a system that blends founder trust with brand memory. This is a practical breakdown of a modern founder-led marketing strategy – without fluff, vanity metrics, or burnout. Tune in and learn: + Why people buy from founders before they buy products + How to scale founder content beyond personal reach + Why Thought Leadership Ads work – and where they fall short + How brand memory unlocks the next stage of growth If you’re a B2B marketer or founder trying to turn visibility into pipeline, this episode shows how to bridge founder energy into a real brand engine. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why good content dies without distribution 01:00 Why founders are the strongest distribution engine 02:20 Meet Adam Holmgren and the Fibber story 03:40 How B2B buyers actually make decisions 05:00 Why SaaS competition forces founder-led marketing 06:30 Posting before you even have a product 07:50 How Adam launched with built-in trust 09:00 The ceiling of founder-led growth 10:30 Why founder reach eventually stalls 11:45 The brand trust problem no one talks about 13:00 Founder-led marketing is not enough 14:10 Adam’s founder brand framework explained 17:00 Using Thought Leader Ads to break out of your network 18:40 Why Thought Leader Ads fail to build brand 20:00 The Pink Lion and brand memory 27:40 The four engines of growth ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S08 E216 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #founderled #thoughtleadership #linkedinads #linkedin

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we’re joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can’t access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn’t about logos or colours.It’s about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you’re selling to senior decision-makers and struggling to get attention, this episode shows why brand isn’t optional.It’s the door-opener. -----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Opens Doors Sales Can’t01:20 Why Enterprise Executives Ignore Marketing03:50 The Real Cost of Selling Software Internally06:10 Why Generic Messaging Fails08:20 The Hidden Risk Buyers See10:40 Why Features Don’t Convince13:10 Brand as Infrastructure15:30 Positioning Sweet Spot17:40 Why SaaS Positioning Sounds the Same19:50 Great vs Generic AI Examples21:50 Brand Personality as a Moat24:10 Archetypes That Differentiate26:10 Storytelling That Creates Order29:10 How Buyers Really Decide31:50 Island Brand Case Study36:40 Relevance That Resonates39:10 Thought Leadership That Pre-Sells40:40 Trust Signals That Shorten Sales Cycles43:00 Brand for Small Teams -----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E215 - The B2B Playbook#b2b #b2bmarketing #brandstrategy #enterprisesales #demandgeneration

Most B2B content fails because it isn’t built on a strategy. In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten. We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue. We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust. Tune in and learn: + Why most B2B content strategies fail + How to anchor content to a clear point of view + How to make your product the logical conclusion of your c If you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why Most B2B Content Fails 00:31 What This B2B Content Strategy Framework Solves 01:10 The 5 Bs Framework Explained 02:00 Content for Content’s Sake Is the Real Issue 03:10 The Pressure That Breaks B2B Content 04:30 Why “Add Value” Isn’t a Strategy 05:40 Engagement Without Memory Is Wasted 06:10 Lead Gen vs Demand Gen Content 07:10 Should You Chase High-Volume Topics? 08:05 The 95% of Buyers Most Content Ignores 09:20 What a Real Content Strategy Should Do 10:00 Making Your Product the Logical Conclusion 11:00 Why Random AI Content Breaks Strategy 12:20 When Content Doesn’t Have to Sell 13:30 The 3-Question POV Framework 15:00 Challenging Broken B2B Assumptions 16:30 Why Timing Matters to Your ICP 17:30 Mapping POV to the 5 Stages of Awareness 18:40 The One Rule Every B2B Content Strategy Needs 19:10 Turning Content Into a Growth Engine ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S07 E214 - The B2B Playbook #b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound. We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together. Tune in and learn: + Why buyer journeys are non-linear, and funnels create blind spots + How to shift from meetings quotas to conversation-driven market validation + Why intent data can’t replace first-party conversations If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality 01:00 Who’s Charles Needham (And Why He Thinks Like a Quant) 04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database 07:00 The Moment He Realised “Meetings Booked” Is a Trap 09:10 Closed Loop Continuity vs Funnel Checklists 11:40 What Silos Destroy: Feedback Loops That Never Make It Back 14:10 CAC Payback Madness: When “Growth” Becomes Insanity 17:10 The Conversations Model: Comp People for Learning, Not Meetings 20:05 Predictable Revenue Misread: “Market Development” Got Lost 21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist” 28:10 The 2008 Analogy: Incentives Create Fragile Systems 32:20 Intent Data Hot Take: “Or You Could Call Them” 36:00 The Guitar Demo: What “Cataloguing” Really Means 39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold 41:45 Fixing the Root: Change Comp, or Nothing Changes 48:10 Market Validation vs Cataloguing: The Language Problem 56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon 59:30 What Works Next: Follow the Underpriced Channel (Then Move) 1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E213 - The B2B Playbook #b2b #b2bmarketing #digitalmarketing #demandgeneration...

Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals. But those are signals of a deeper problem: the revenue system itself is broken. In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today. We get into: Why predictable revenue models collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again. We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling. Tune in and learn: Why the old sales & marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AI If you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: a href="https://www.youtube.com/channel/UCSVJMfQnOhd0kQzl7IG8dfQ" rel="noopener noreferrer"...

The Simple 3-Step B2B Demand Generation Strategy for 2026 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat. In this episode, we walk through a B2B demand generation strategy for 2026 that small teams can actually run – and that’s proven to drive up to 70% of pipeline. We break down our 3-step framework – Be Ready, Be Helpful, Be Seen – and show how it ties into the 95-5 rule, the 5 stages of awareness, and a simple cataloguing process that finally connects marketing and sales. If you’re a small in-house team under pressure to bring in revenue, this is for you. We also show you exactly how we run this B2B demand generation strategy ourselves at The B2B Playbook – from 80/20 analysis and ICP documentation, to a weekly content engine and a realistic distribution mix that fits into 4–5 hours per week. Tune in and learn: + How to design a B2B demand generation strategy for 2026 using the 95-5 rule + How to run 80/20 analysis, customer interviews, and cataloguing to define a sharp ICP + How to build a helpful content engine and distribution plan that your small team can maintain This episode is a must-watch if you’re a B2B marketer in a small team who’s tired of chasing MQLs, arguing over lead quality, and getting stuck in “support” mode. You’ll walk away with a clear, 3-step demand gen strategy for 2026 that aligns marketing, sales, and customer success around how buyers actually make decisions. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 The Simple 3-Step B2B Demand Generation Strategy for 2026 00:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen 02:05 Updated: What Demand Generation Really Is in 2026 03:40 Why You Can’t “Force” B2B Buyers to Buy (Unlike B2C) 05:55 The Messy, Non-Linear B2B Buying Journey (Squiggly Line Moment) 09:00 The 95-5 Rule: Future Demand vs In-Market Buyers 11:05 Shaping Future Demand vs Capturing In-Market Demand 11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content 14:05 Why Early-Stage Content Makes Capture More Efficient 16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality 18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity) 18:50 Step 1 – Be Ready: Your 80/20 ICP & Segmentation Process 22:00 Customer Interviews, Positioning & Documented ICPs 25:45 Mapping the Buying Journey Questions (5 Stages Applied) 26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time 29:20 Step 2 – Be Helpful: Building a Helpful Content Engine 30:45 Case Study: Rivet’s “Construction Is Hard” Show 31:55 Content Repurposing System for Small B2B Teams 33:10 Capturing Subject Matter Experts Without Burning Them Out 33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1) 35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads 36:20 What Changed From 2025? Why Cataloguing Is the Missing...

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November. https://theb2bplaybook.com/demand-generation-course-december Inside the program, you’ll get: On-demand materials you can work through in your own time3x live Q&A sessions with George to get your questions answered and stay accountableA proven framework trusted by marketers in both SaaS and services Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing. Allister Hamilton used it to triple his pipeline in services. If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot. 👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets. But none of that matters if buyers don’t remember you when a real buying moment hits. In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics. We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact. Tune in and learn: + How to build memory with future buyers using CEPs and distinctiveness + How to measure brand with ABLE, brand lift, and responsible reach + How to position the brand function so leadership finally takes it seriously If you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 – Why B2B brand can’t be a “service team” 02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child” 04:55 – The big mistake: defining brand by outputs, not memory 07:20 – What a real B2B brand marketing strategy must achieve 09:50 – Why buyer memory beats in-market optimisation 12:40 – Category Entry Points: the triggers future buyers already use 15:30 – How many CEPs to focus on (and why consistency wins) 18:10 – Distinctiveness vs differentiation for B2B brand 21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more 24:40 – Channel mix for building memory efficiently 28:00 – How to measure brand: ABLE & responsible reach 31:30 – Selling brand to your CFO without sounding fluffy 35:10 – Small-team B2B brand playbook to beat bigger competitors 38:40 – Mascots, characters & distinctive brand assets in B2B 42:20 – Why customer logos can sabotage your brand ads 45:20 – The danger of chasing differentiation too early 48:40 – How Asana applies evidence-based brand principles in practice 52:30 – A pep talk for B2B brand marketers who want impact ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E210 - The B2B...

The 2026 B2B Content Strategy Most Marketers Miss Most teams ship more content than ever… but almost none of it helps buyers do their job this week. In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable, and make their product the natural next step. Tune in and learn: + Why “helpful content” means solving one real job your ICP has this week + How Rivet’s Construction Is Hard show turned content into 70% of pipeline + How to make your product the conclusion of the story, not the headline act Perfect for small-team marketers looking for fast, actionable plays to use this week. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why 2026 B2B Content Strategy Is About “This Week’s Job” 00:40 The Rivet Story: From Generic Blogs to “Construction Is Hard” 01:40 How They Built a Show Just for Their Best Contractors 02:40 Helpful Content That Talks Less About Product (But Sells More) 03:45 The Crazy Pipeline Impact – And Your One-Job Challenge 04:45 Turning One Show Into a Full 2026 Content Engine ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E209 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #contentstrategy #contentmarketing

What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling) Outbound sales is at a crossroads. Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever. So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question: What’s next for outbound sales? Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like. We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals. If you sell, market, or run a revenue team, this conversation will change how you think about outbound. Tune in and learn: + Why Predictable Revenue was never meant to be a “meetings engine” + How outbound broke – and how to rebuild it around market validation + Why the future of outbound is more human, not more automated If you're trying to fix noisy outbound, align sales and marketing, or build a modern revenue system, this episode is a must-watch. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 What’s Next for Outbound Sales? 01:00 How Predictable Revenue Was Misinterpreted 03:00 Why Meetings Became the Wrong Metric 05:00 Outbound as a Market Validation Engine 08:00 Inbound vs Outbound: Why the Debate Won’t Die 11:00 The Anxiety Economy: Overreacting vs Fixing GTM 14:00 When Leaders Do More of What Doesn’t Work 17:00 Relationship Systems: The Missing Link in Outbound 20:00 The Most Underrated Outbound Move: Talk to People 23:00 When Sales Stopped Validating Markets 26:00 Adem’s Closed Circuit Selling: Timing & Cataloguing 29:00 Aligning Sales, Marketing & CS Under a CRO 32:00 Why AI Makes EQ and Creativity More Valuable 36:00 Sales as a Communication Channel 40:00 Intent Data vs Real Customer Conversations 45:00 Aaron Ross’ New Books: Income Systems & AI Selling 50:00 Winners vs Losers in the AI Revenue Era 53:00 Final Takeaways for Modern Outbound ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E208 - The B2B Playbook #b2b #b2bmarketing #outboundsales #predictablerevenue #salesstrategy #closedcircuitselling...

Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was. In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings. You’ll learn: + Why Predictable Revenue got misused as a meeting-engine, not a validation system + How to catalogue your market to uncover real buying signals + A simple way to align sales and marketing around timing and handoffs Perfect for small-team marketers and sales leaders ready to modernise outbound and build predictable revenue the right way. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why Predictable Revenue Wasn’t Wrong 01:14 Market Validation: The Fix for Outbound in 2026 03:12 How to Catalogue Accounts (Instead of Chasing Meetings) 05:08 Why Timing Beats Pressure in Modern Outbound 08:45 Systemising the Handoff: Turning Validation into Revenue ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E207 - The B2B Playbook #b2b #predictablerevenue #b2bmarketing #demandgeneration #outboundsales #theb2bplaybook #revenuearchitecture #croschool #collinstewart

Outbound sales has changed — and so has Predictable Revenue. In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond. We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You’ll hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success. Tune in and learn: + Why Predictable Revenue was never just about meetings + How to rebuild outbound around timing, trust, and signals + The 4-Funnel System that helps sales and marketing stay aligned If you want to future-proof your outbound strategy for 2026, this episode is a must-watch. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 – The Flaw That Broke Outbound: When Predictable Revenue Lost Its Way 01:00 – How Predictable Revenue Changed SaaS Forever 03:00 – The Untold Story: From Voltage CRM to Predictable Revenue 06:00 – Cold Email in 2012: When 40% Reply Rates Were Normal 09:00 – What Problem Predictable Revenue Was Really Built to Solve 11:00 – The Email Revolution: How the Market Misread the Book 14:00 – SDRs, Specialization & the Original Intent Behind the Model 17:00 – Why Outbound Broke: Misuse, Metrics, and “Growth-at-All-Costs” 20:00 – From Prospecting to Market Validation: A Smarter Measure for 2026 23:00 – The Lazy SDR Problem – And How to Fix It with Better Habits 26:00 – How to Replace “Closed Lost” with a Real Nurture System 30:00 – Building the Four-Funnel System That Actually Works 33:00 – Why CRMs Became a Nightmare – and How to Rebuild Them for Sales 37:00 – AI, Clay & n8n: The New Tech Stack Powering Smart Outbound 41:00 – How Founders Can Build VC Lists & Market Maps with AI 44:00 – Humanic + Clay = Next-Gen Market Intelligence 46:00 – Why Collin Shut Down Predictable Revenue’s Sales Floor 50:00 – The Brutal Truth About Agency Models and Churn 54:00 – Writing The Terrifying Art of Finding Customers 57:00 – Product-Market Fit as the Real Multiplier of GTM Success 1:00:00 – Closing Thoughts: How to Rebuild Outbound for 2026 ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E206 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #outboundsales #predictablerevenue

Too many marketers treat intent data like X-ray vision – but it can’t actually tell you who’s ready to buy. In this 5-minute Mid-Week Musing, we show how to replace guesswork with a practical signals framework that builds real sales timing intel through cataloguing. You’ll learn: + Why intent scores create false positives (and how to spot them) + How sales cataloguing captures true buyer signals + The Signals → Catalogue → Feedback loop that aligns marketing and sales Perfect for teams who want reliable signals – not synthetic data. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Intent Data Lies: Why You’re Chasing Ghost Signals 00:40 The CRM “Hot Lead” That Wasn’t – False Positives Explained 01:20 Real Buyer Signals Start with Sales Cataloguing 02:15 Map Tools, Contracts & Decision Makers – Your Signal Checklist 03:20 Turn Intent into Insight: Signals → Catalogue → Feedback ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E205 - The B2B Playbook #b2b #b2bmarketing #intentdata #buyersignals #demandgeneration #marketingtips #theb2bplaybook #midweekmusings

Originally aired on the Predictable Revenue Podcast, this conversation flips the old sales playbook on its head. Adem Manderovic (Closed Circuit Selling) and George Coudounaris (The B2B Playbook) join Collin Stewart to unpack a new sales paradigm built around one principle — catalog the market, not “book more meetings.” They explain how the Closed Circuit Selling framework replaces outdated outbound with validated, permission-based outreach that unites Sales, Marketing, and Customer Success under one rhythm. Tune in and learn: + Why cataloging the market gives you timing signals that drive predictable growth + The exact questions to validate fit, timing, and permission to follow up + How to align Sales & Marketing around validated accounts instead of vanity metrics If you’re a B2B marketer or sales leader stuck in “meetings-booked” chaos, this is your blueprint for a smarter, more efficient GTM motion. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency ----------------------------------------------------- 🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why “Catalog the Market” Beats Chasing Meetings 01:00 What CRO School Fixes That Sales Methods Miss 02:10 Small Markets Force Better GTM (Sydney -- Texas) 03:20 The Origin Story: From Little Black Book to System 04:40 Closed-Door Events: Selling Before Stock Hits the Floor 06:00 Cross-Industry Proof: Finance, Leasing, FMCG, VC 07:10 Relationship-First Outbound - Spray-and-Pray 08:10 Marketing’s Lead-Gen Trap and Why Dashboards Lie 09:30 Email Once Worked. It Doesn’t Now. Back to Fundamentals 11:10 Using Outbound as Research, Not Pressure Sales 12:40 The Two Dispositions: “Nurture” vs “Leave Us Alone” (FOAD) 13:50 CCS Pillars: 1) Catalog the Market 2) Segment by Timing 15:30 Aligning Sales, Marketing, CS Under One Rhythm 16:50 Better Forecasts When You Know “Who, When, Why” 18:10 Case Study: $10k Wasted Chasing the Wrong Account 19:30 Marketing Can Catalog 1-to-Few (Not Just Sales) 21:00 What to Measure Instead of “Meetings Booked” 22:20 The Exact Catalog Questions to Ask Prospects 24:00 Where Outbound Happens Next: DM, Video, TikTok, IG 25:20 Fax Machines to Folders: How We Tracked Timing (Throwback) 26:40 The Big Shift You’ll See in Clients Post-CCS 27:40 Where to Learn More + 5-Part Mini-Series ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course S07 E204 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook