It’s so important to practice what you preach. And that’s what we’re doing here at The B2B Playbook Podcast. We’re talking with our dream customers, you the listeners, each week. We take your awesome and helpful feedback that you generously share with us. And we do everything we can to improve our content to address those points raised! It’s that simple, and the same principle applies when it comes to running B2B ads! This week, we give you a simple framework and process for turning your customer insights into great ads with great cut through. A feedback loop from your content to ads. At the same time, this framework will hopefully save a few common headaches when it comes to setting up messaging in such ads! Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Have you ever had a hard time coordinating office access since returning from working from home? Shouldn’t this sort of thing be a thing of the past in the age of apps and subscriptions for everything? I mean, what can’t you do with a tap of your phone these days? Apparently getting into an office is one of them… George has some theories about why there’s some weird gaps in technological advancements like this. But one thing’s for sure, you don’t want your B2B marketing to be in such a gap! This week, we’re talking about how you can run paid ads right for B2B businesses, as part of the Be Seen stage of our 5 Be’s Framework. Don’t fall into the trap of reusing what you’re doing in the lower funnel channels like in B2C marketing! We give you an easy framework to think about ads in B2B marketing. And if you’ve been through the first few stages of the framework with us, this one will be a breeze! Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

As you know listeners… George loves to give Kev a good ribbing now and then. This week though, the attention on George right off the bat. After a rather weak effort to start the show! While first impressions like this can be pretty important, it’s equally important to have a great ongoing impression, particularly when it comes to ABM! So this week, we’re talking you through what you need to do to ensure the sales team carries on your good work, how to continually improve your ABM approach, and even how to report on progress to the executive team. Because let’s be honest, they’re keeping the lights on for the whole ABM show! Plenty of actionable things to do and look at. As always, nothing to be scared off and put off as a result! Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Ever wondered what old shows no longer running have to do with ABM? Not much as it turns out! While this show doesn’t have much of a segue, it doesn’t mean the content is not valuable! We’re discussing how you can go about activating those ABM accounts you’ve warmed up and personalised messages and experiences for with all your hard work! And a particular favourite method of ours right now! Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

All this talk about ABM approach, but what if you feel like striking up that conversation with your customer hit list with a cold call is too cold? Or what if you don’t know enough about them to start the ABM approach? Well that’s why we’re talking about a couple of “warm-up” plays this weak that sits perfectly within the ABM approach to get you to the spot where you’re ready to go full ABM! Check out this episode for just a few great plays you can run to really get your prospects warmed up and to get your relationships off to a great start, without feeling like you’re being too salesy or worse making your potential clients feel like you’re being too salesy! Links: https://fullfunnel.io/ (fullfunnel.io) https://www.uberflip.com/ (Uberflip) You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

You know listeners, as part time podcasters and full time B2B marketers, we really don’t get outdoors much. We certainly enjoy our days in the sun, like last week when we met up to be part of Metigy’s podcast guest series. But more importantly, when you’re getting out there in front of those lovely potential customers on your ABM hit list, you need to be careful about your positioning and messaging to make the most out of YOUR day in the sun! So this episode we talk you through the process of how to make those interactions as powerful as possible with your ABM hit list by getting your UVP right and out there! Also listeners, you may have heard of us talking about The B2B Incubator. This is a program we’ve put together to help you to level your B2B Marketing or train junior marketers to take over the running of demand generation in your business. We’re working on limited cohort intakes. Reach out to us on LinkedIn for more information! Links: https://www.linkedin.com/in/randfishkin (Rand Fishkin) (CEO and Co-Founder of SparkToro, ex-Moz CEO and founder) You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

We start this week’s episode with a kind word from a listener! We don’t do it as an ego stroke, we just want to sincerely thank all our wonderful listeners, particularly those like this one, who have written into us with feedback. Whether it’s positive or constructive, it’s all a big help for us. And we’re always so grateful for it. It’s why we keep doing what we do with the podcast! So despite Kev’s monotone (he’s a bit shy with praise), we do sincerely thank you all and appreciate you all for joining us on the podcast journey! This week we kick into what ABM entails. We cover how you go about defining your ABM targets, and how to document them to use in future steps. We answer all the practical questions about how to get the ABM work you’re doing on track and off to a great start! Links: https://fullfunnel.io/ideal-customer-profile/ (Fullfunnel.io ICP template) You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Wondering what ABM is? …or maybe who it’s for, and how to get started? What can it even do for you and your B2B business? We give you all the answers and more in this episode, as we discuss the first part of our Be Seen section of our framework. Tune into this week’s episode for more! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Kev’s back from a rather quick trip and it’s a new season! We’re onto how you can amplify and accelerate the rate of growth of your B2B marketing and its impact. It’s a quick and informative overview episode of what’s coming in season 3, as we ease into the discussion about “Be Seen”. So make sure to tune in and get the latest on what’s coming up in a much anticipated season 3! You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

This week’s interview is with Ryan Gibson, an outstanding customer interviews expert. When George said to me we had to have him on the podcast, I knew from his tone this would be a good one. And he didn’t disappoint. Nor did Ryan. Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews. There’s some great tips on how to make sure your qualitative data gathering process does the job it’s meant to, while giving you a solid foundation on which to build your B2B marketing strategy. Just a quick snippet of some of the top points: Qualitative gives you the “why”. Quantitative only gives you the “what”. If you can figure out how and why people are buying, their buying journey, you can then start to influence those decisions. There’s no substitute for talking directly to customers and getting to know their decision making process. Set clear and limited objectives for each set of interviews and make sure you have rigour in your data collection. Only then can you get apples to apples qualitative data that’s comparable and actionable. Take action off the back of this data! Don’t let it sit on the shelf! And qualitative data allows marketers to be reborn, and excited about the work in marketing again! Tune into this week’s episode for these and more! Links: https://podcasts.apple.com/au/podcast/the-breakout-growth-podcast/id1483574236 (The Breakout Growth Podcast - SEan Ellis and Ethan Garr) TOFU, MOFU, BOFU = Top Of FUnnel, Middle Of FUnnel, and Bottom Of FUnnel https://jobs-to-be-done.com/jobs-to-be-done-a-framework-for-customer-needs-c883cbf61c90 (Jobs Be Done) https://www.aprildunford.com/ (April Dunford) https://ca.linkedin.com/in/ryan-paul-gibson?trk=author_mini-profile_title (Ryan Paul Gibson on LinkedIn) You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content. If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!