The B2B Playbook
Kevin Chen & George Coudounaris
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S8E20 #233: Attribution in B2B - Why It's Broken (And How To Fix It)
In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.We cover:→ Why multi-touch…
S8E19 #232: The Secret to Crushing Demand Gen in 2026 and Beyond
In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy.We cover:→ What category entry points…
S8E18 #231: YouTube Masterclass for B2B Businesses (2026)
In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now.We cover:→ Why YouTube beats LinkedIn…
S8E17 #230: Revenue Enablement Masterclass Based on 20 Years in Tech
In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.We cover:→ Why…
S8E16 #229: B2B Marketing: How to Measure Brand the RIGHT Way
In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up.We cover:→ Why…
S8E15 #228: Demand Generation vs Lead Generation (Why Most Teams Get It Wrong) Plus 2026 demand gen strategy
Most B2B marketers think demand generation and lead generation are the same thing.They’re not.And confusing the two is exactly why your pipeline isn’t growing.In this episode, we break down the real…
S8E14 #227: AEO vs SEO: How AI Search is Changing B2B Marketing
In this video, I break down AI visibility and GEO vs traditional SEO, and whether any of it actually changes how B2B teams should go to market.We cover:→ What AEO and GEO actually mean and how they…
S8E13 #226: Why Most B2B Sales & Marketing Methodologies Fail (And What Architecture-First Selling Looks Like Instead)
Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It WrongMost B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy.In this…
S8E12 #225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?
Is Account-Based Marketing Worth It? (Most Teams Get This Wrong)Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it?In this episode, we…
S8E11 #224: Adding $2mill revenue with LinkedIn Ads (step-by-step how-to)
Most B2B marketers run LinkedIn ads… but never turn them into real pipeline.In this video, I break down the exact LinkedIn Ads strategy we used to help a B2B agency client go from zero to $185k a…
S8E10 #223: ChatGPT Ads for B2B Marketing - Will They Work For Your Business?
In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026.We cover:→ The background behind…
S8E9 #222: How This Startup Beat Big Brands - B2B2C Marketing Strategy - Alex Bedwani from PetsOnMe
If you're competing against companies with massive marketing budgets, paid ads alone won’t win.In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how…
S8E8 #221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana
If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down…
S8E7 #220: Why B2B Partnerships Might Be Your Biggest Growth Opportunity Right Now
In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.We cover:Why partnerships act as…
S8E6 #219: Salesforce legend Phil Cleary on Why Sales Forecasts Are Breaking in 2026, and why Revenue Enablement Fails Without Commercial Architecture
Revenue leaders don’t trust their pipeline anymore.In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really…
S8E5 #218: Why Being Funny in B2B Marketing is a Serious Brand Strategy (and How To Do It!) - Deadpan's Luke Winter
Most B2B content looks polished. But almost none of it gets remembered.In this episode, we break down why humour isn’t a creative risk in B2B.It’s a strategic advantage.We’re joined by Luke Winter,…
S8E4 #217: Product Marketing Framework for Small B2B Teams (What Actually Works)
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,…
S8E3 #216: Founder-Led Marketing Strategy: How to Scale Trust Without Becoming the Bottleneck (Adam Holmgren, Fibbler)
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 –…
S8E2 #215: B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can’t (Ari Yablok)
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…
S8E1 #214: B2B Content Strategy Framework: Why Most Content Fails (and what to do instead)
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,…
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The B2B Playbook has published 248 episodes since August 2021, covering topics in Business, Education.
The B2B Playbook is currently highly active with new episodes weekly. Average episode length is 41m.
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