Transform Your Marketing with our Demand Generation Course, The B2B Incubator

We dive deep into our demand generation program, designed to transform how B2B marketers generate pipeline and revenue.

In this video, we outline the program, discuss the challenges B2B marketers face, and share success stories from our alumni.

Tune in and learn:

+ Why the 5 Bs Framework is a game-changer for B2B marketers.

+ How to create a scalable demand generation strategy.

+ Real results from marketers who took this journey.

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00:00 Welcome to the B2B Incubator

02:00 Who is This Program For?

04:00 Common Challenges in B2B Marketing

06:00 The Three Key Shifts for Demand Generation

08:00 Why the B2B Incubator Works

10:00 The 5 Bs Framework Explained

12:00 Consistency is Key in Demand Generation

14:00 Overview of the Program Structure

16:00 The Templates and Tools You'll Use

18:00 Career Benefits of the Program

20:00 Real Success Stories from Alumni

22:00 FAQ: Common Program Questions

24:00 How to Secure Buy-in for the Program

25:30 Next Steps to Join the B2B Incubator

26:40 Final Cohort Info

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Why Most B2B Positioning Fails (And How to Fix Yours)

Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.

In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.

Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.

Tune in and learn:

+ The 6 most common B2B positioning mistakes (with real examples)

+ Why your homepage is the best place to anchor positioning

+ How to craft a clear, credible message your team can align around

If you’ve ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

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

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 Why Positioning Matters More Than You Think

01:10 Homepage as a Strategic Anchor for Positioning

02:38 Positioning 101: Why You Can’t Be Everything for Everyone

03:15 Common Mistake #1: Making Up a New Product Category

05:49 Common Mistake #2: Pretending You’re More Than You Are

07:52 Common Mistake #3: Positioning Around Revenue Outcomes

10:51 Common Mistake #4: Leading with AI as Your Differentiator

12:55 Common Mistake #5: Targeting Too Many Audiences

14:35 Why Brand Slogans Fail When Strategy Is Missing

16:50 The Four Essential Positioning Questions

18:40 Why You Can’t A/B Test Your Way to a Position

20:20 Category vs Use Case Positioning Explained

23:35 Figma vs Calendly: Two Positioning Approaches

26:40 How to Find the Right Level of Use Case Specificity

27:50 Segmenting Your Market: 4 Ways That Actually Help

30:00 Building Your Positioning Canvas Step-by-Step

31:30 What Does Your Product Replace? Competitive Alternatives

32:50 How Market Maturity Impacts Positioning Strategy

34:00 Differentiation: Binary vs Degree-Based Examples

36:30 Why Your Homepage Needs to Reflect Your Position

39:00 Fletch PMM’s Own Positioning Strategy (Behind the Scenes)

41:00 Bringing Positioning Into Sales, GTM, and Investor Decks

42:20 Q&A: Positioning for Horizontal Products

43:35 How to Use Use Cases to Stay Focused

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B...

Why MQLs Are Broken (And What to Measure Instead)

B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.

In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.

Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable.

Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.

Tune in and learn:

+ Why MQLs are based on “fantasy intent” — and what to track instead

+ How to replace lead gen with real account intelligence

+ What sales, marketing, and CS need to align on to win deals (and renew them)

If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

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

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 Why MQLs Are a Lie We Keep Telling Ourselves

02:10 Sales and Marketing Broke Each Other

04:00 How Martech Incentivised the Wrong Behaviours

06:00 The Rise of GTM Engineers (and Why It’s Dangerous)

07:30 What Sales Used to Measure vs. Today’s Mess

09:00 From Carrying the Bag to Calling the Bluff

12:00 Brand Still Matters More Than Martech Tells You

15:00 Why “Create Demand” is the Wrong Idea

17:00 The Real GTM Fix: Start With Account Intelligence

19:30 Cataloguing the Market: The Mid-Market Hosting Playbook

23:00 A Real Example of ABM Done Right

26:00 The Problem With ABM Without ABS

28:00 Make Marketing the Wingman, Not the Hero

30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent

33:00 Micro-Events That Actually Move Pipeline

36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile

39:00 Don’t Waste Sales Time on Unwinnable Deals

41:00 Sales Looks Right to Left, Marketing Left to Right

44:00 Closed Lost Isn’t the End—It’s an Opportunity

47:00 When CS Is Set Up to Fail From the Start

50:00 Reactivating Lost Deals With Class

54:00 The Real Reason So Many GTM Systems Fail

57:00 How PE and VC Killed Long-Term Thinking

1:00:00 The Problem With Building to Sell, Not to Last

1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs

1:06:00 The Pyramid of Beliefs, Values, and Actions

1:09:00 How to Convince the C-Suite to Change GTM

1:12:00 Final Thoughts: This Isn’t Just a Sales Problem...