The B2B Playbook is a B2B marketing podcast for founders and small marketing teams who want marketing that turns into revenue. Every week George Coudounaris and Kevin Chen break down paid media and LinkedIn Ads, content, SEO, demand generation and sales and marketing alignment - what's working now, what isn't, and how to fix it without a huge team or budget. You'll hear our own frameworks - the 5 BEs and Closed Circuit Selling - plus operators like Aaron Ross (Predictable Revenue), Anthony Pierri and Asana's Matt Maynard. 240+ episodes in, with new ones every week. Want help putting it into practice? B2B marketing and LinkedIn Ads agency: https://theb2bplaybook.com/demand-generation-agency The B2B Incubator: https://theb2bplaybook.com/demand-generation-course CRO School: https://theb2bplaybook.com/cro-school Closed Circuit Selling (the book): https://theb2bplaybook.com/closed-circuit-selling Weekly newsletter: https://theb2bplaybook.com/newsletter
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Contact path
Public web form
Booking probability
34%
Guest openness
Selective
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Signup to Generate a PitchThe B2B Playbook is a B2B marketing podcast for founders and small marketing teams who want marketing that turns into revenue.
Recent episodes include "#250: How to Master LinkedIn Ads Frequency Caps (Step-by-Step)" (18 October 2026, 34 minutes), "#249: How to Build a Feedback Loop Between B2B Sales, Marketing, and CS" (11 October 2026, 39 minutes), and "#248: Stop Using B2B Lead Scoring. Do THIS Instead." (4 October 2026, 27 minutes).
The B2B Playbook publishes roughly weekly, with episodes averaging 33 minutes.
Booking probability for The B2B Playbook is 34%, and the host is rated Selective on guests. The B2B Playbook requires a Pod Score of 80 or higher. The B2B Playbook's contact route on record: public web form.
The strongest fits for The B2B Playbook are Marketing, Advertising & PR and Business & Management Consulting. The B2B Playbook has a business audience and around 2,000 subscribers on YouTube.
The B2B Playbook is a business show.
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Episode #37
In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget. We cover: How many impressions it actually...
Episode #36
In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop. We cover: Closed feedback loops, which signals sales, marketing and...
Episode #35
In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay. We cover: → Why...
Episode #34
In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet. We cover: Landing big-name enterprise customers like ANZ, World Vision...
Episode #33
In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms. We...
Episode #32
In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks. We...
Episode #31
In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build...
Episode #30
In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved...
Episode #29
In this video, Kevin and I break down Be Seen, the third step of our 5Bs go-to-market framework, and how to actually get your helpful B2B content in front of your dream customers using organic and paid distribution. We...
Episode #28
In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works. We cover: → Why helpful content beats hype...
Episode #27
In this video, Kevin and I break down the Be Ready phase of the 5Bs Go-To-Market framework, the first and most critical step in building a B2B demand generation engine that actually works. We cover: → Why deeply...
Episode #26
B2B Go To Market Strategy: Why Your Lead Gen Is Broken Your lead gen program is filling a CRM and burning your market at the same time. In episode one of The 15 Minute GTM Fix, a miniseries with our friends at...
Episode #25
In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of...
Episode #24
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...
Episode #23
In this video, Sam from Breaking B2B and I get into what B2B SEO and AI search actually look like in 2026, and how you can pull pipeline in just 90 days without overcomplicating the whole thing. We cover: → Why doing...
Episode #22
In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine. We cover: →...
Episode #21
In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall. We cover: → Why partnerships...
Episode #20
<p>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.</p><p></p><p>We cover:</p><p>→ Why multi-touch...
Episode #19
<p>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.</p><p></p><p>We cover:</p><p>→ What category entry points...
Episode #18
<p>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.</p><p></p><p>We cover:</p><p></p><p>→ Why YouTube...
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