#237: How to Master B2B Marketing & Demand Generation in 2026 and 2027
About this episode
Kevin and George discuss their Five BE's framework for B2B marketing and demand generation, emphasizing the importance of understanding customers and effective content distribution.
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…
More episodes of The B2B Playbook
- #238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad)
- #236: SEO & AEO Strategy to Drive Pipeline in 90 Days - Sam Dunning
- #235: Why Your B2B marketing Measurement Is Broken and can A.I. help?
- #234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams
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