In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.

We cover:

→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy

→ Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM

→ Be Helpful: building trust with helpful content that makes you the obvious choice when buyers are in market

→ Be Seen: deliberate distribution across one to many, one to few and 1 to 1 channels

→ Be Better and Be the Best: optimising your processes, revenue alignment and building a flywheel

If you are a B2B marketer or founder on a small, lean team who's tired of random acts of marketing and wants one practical framework to run demand gen without getting lost in the weeds.

Tune in and learn:

→ Why 95% of your market isn't ready to buy today, and how to influence them before they are

→ How to niche down on your ICP and turn customer interviews into messaging and content

→ Why the person delivering the message is now just as important as the message itself

→ How to pick the right channels based on where your buyers actually hang out and who they trust

→ How Revenue Alignment Architecture breaks down the silos between sales, marketing and CS

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

🧠 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-a...

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Timestamps:

00:00 Why Not Everyone Is In Market To Buy

00:46 Welcome Back: The Five B's Framework Live In Studio

01:30 What The Five B's Framework Is And Why It Matters

03:47 The 95/5 Rule Grounded In A Real Example

05:28 Be Ready: Deeply Understanding Your Dream Customers

08:57 Be Helpful: Building Trust With Helpful Content

12:00 Making Your Product The Obvious Conclusion

13:03 Subject Matter Experts And Repurposing Content

16:05 Be Seen: Deliberate Distribution That Works

18:05 One To Many, One To Few And 1 To 1

22:26 Be Better: Optimising Your Processes

24:43 Revenue Alignment Architecture With Sales And CS

27:57 Be The Best: Building The Flywheel And Advanced Tactics

30:29 Does The Framework Hold Up? Key Takeaways

31:37 Wrap Up And Thanks

S08 E237 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth