In 12 weeks, learn and implement the strategy small marketing teams need to DOMINATE their industry and win more customers by focussing on PEOPLE, not platforms.
Next Incubator starts MARCH 2023
Apply to be one of 10 B2B marketers that learns and implements the B2B strategy that actually works.
Who, specifically, is this program for?
This program is for inhouse B2B marketers who want:
Who should NOT apply to this program
This is not for B2B marketers who:
Who, specifically, is this program for?
This program is for inhouse B2B marketers who want:
Who should NOT apply to this program
This is not for B2B marketers who:
The B2B Incubator gives you the strategy and tools you need as a small marketing team to win over the modern buyer, and generate real long-term ROI from your marketing.
Thought leadership, content and advertising are not enough to win over modern buyers. With so much competition in every market, buyers are turning to peers for information. To win them over, you need a marketing system that builds trust.
It’s called Demand Generation. You’ll learn and execute it for your business using The 5 BEs Framework with a cohort of 9 other B2B marketers.
01
Deeply understand your Dream Customers and their needs
02
Form relationships at scale through being helpful. Develop a feedback loop between you and your Dream Customers
03
Amplify your helpful content to target decision makers and influencers. Use paid media and ABM to win key accounts
Weeks 1-4
Deeply understand your Dream Customers and their needs
✅ Videos to watch in your own time
✅ Templates and tools to apply your learnings
Weeks 5-10
Form relationships at scale through being helpful.
Develop a feedback loop between you and your Dream Customers
Be Helpful To Your Dream Customers
How You Will ‘Be Helpful’
Choosing The Format & Platform Of Your Helpful Content
Live 1hr Group Q&A With Hosts of The B2B Playbook
The Power Of Content Repurposing
[Optional] Branding Guidelines & Content Template
How To Scale & Track Content Production
Improve Your Content With Data
Live 1hr Group Q&A With Hosts of The B2B Playbook
How To Know Your Content Strategy Is Working
Creating A Community
The 5 Types Of Content You Need To Create
Live 1hr Group Q&A With Hosts of The B2B Playbook
Weeks 11-12
Amplify your helpful content to target decision makers and influencers.
Use paid media and ABM to win key accounts
✅ Group Q&As to answer questions and help implement learnings
1 SEAT
2 SEATS
AUD
+GST
AUD
+GST
Name: Ati Aziz
Company: ClearCalcs
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
I think it’s been very valuable. The first two parts of the program was very valuable in terms of setting the foundation for us as a team to analyze the top customers, and then translate that into the ideal customer profile.
I think before I did this program we had basic five personas of our users. Going through your program and doing our own analysis we came up with that ideal customer profile that I shared with you. That has become like our holy grail for the next content that we’re going to produce.
I think understanding our customers is the main one. Like we have some inkling of who they are like – they’re from the U.S, they’re engineers and Architects – but we didn’t have further like analysis than that. So having your program and framework on how to do that analysis and expand on that is great.
The templates for sure because it allows me to immediately apply what I’m learning in the program. I think right now where we are at as a company, that documentation is crucial. So doing the documentation and learning at the same time saved me enough time from having to do that at the end of the week or at the end of the month.
It meant I didn’t have to start from scratch.
Yeah I think in terms of career progression
I am leading that content space within the company so having this framework allows me to lead as a manager.
I am now able to point out this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team
It’s timely because we started with building one content type at the beginning of this year. Now that we’ve got recent funding and we want to scale that up further, being able to start off with the right foundation I think really sets us up for success.
Having a template process for different content types would be one expected outcome for us… something that we can sort of replicate and scale for the next 12 months.
And then probably in three to six months being able to measure the impact of the content that we’re going to produce or going to work on in terms of like: are there more qualified trials, are there more conversions or more activations.
I think in terms of content consumption it’s quite well paced. The implementation I do find like with my like my own situation and company situation I think probably we are at that half-way point in the program – like we are now at that ideal customer profile stage and now ready to build up the content process.
But what’s good is that I’m able to finish the program and I know everything – like the framework behind it. Now it’s just a matter of like making sure that we use the framework and start to implement it.
I really like the part about connecting your Dream 100 and the groups of customers to your paid ads strategy which is what we have started to do now as well.
We are just understanding where they live, what community do they spend their time on, and tying that back to our Google ads or social media ads for example. I really like that and looking forward to applying more of that learning to support our paid acquisition strategy.
We haven’t done and a lot around account based marketing, so that’s something I’m quite keen to explore with our sales and customer success team.
I liked it. I think with the fortnightly sessions it forced me to get through the content. Otherwise I’m just left to my own devices to finish it wherever.
So it was a motivation to get it done, and was quite useful that way.
I think it’s more for a first time marketing manager. Not so much a marketer in an earlier period like a graduate, as the program does require some kind of autonomy or independence of participating and applying what you’re learning.
If you’re experienced but you don’t have a big marketing team. And if you just need to get things done quickly.
Not really.
I didn’t find any issues when we were looking at joining this program.
I’ve done growth marketing programs and others in general.
I think this one is more focused on content which is for me personally is great because that’s an area where I want to lead the company.
We started with webinar production beginning of this year, I set up the process for it that I shared with you. We have templates so it can be replicated every month so we have that.
But then to scale that up to other types of content or repurpose that content or distribute it to other channels – that I’m still building that process and having your program helps build that further.
I think the two first sections were a good place to start because you definitely start with the right kind of Frameworks.
I think it was essential for sure to go through that process. As I said, I definitely didn’t do all of the all of the activities but I could relate it back to things that we’ve done or things that we were doing and draw comparisons to the process that we’ve been doing.
For context, I was the second marketing person and like the first person was more doing you know the demand capture – like just just getting everything running. And then I was on the demand generation and creation side. I think like I did go through a pretty similar process of you know finding the dream customers, working out where they are – so a lot of it was like “oh yeah I’ve done this” – just like different different format – not as detailed [as the program].
I think as a marketing team now you know every three months or six months we’re like oh let’s go back and you know do this again or some things you do annually right. So having those Frameworks in the Be Ready and Be Helpful sessions is really useful to have.
I’m not moving jobs anytime soon – I’m really happy [in my current job] – but that like this is the kind of stuff that I can have in my back pocket.
If theoretically my next job was like to be the first marketer at a startup – I’d go – here’s the framework I’m going to follow, and this is the formula.
I think having a bit more structure.
Like I think a lot of my marketing education you know is – sure I studied marketing it at University – I did some marketing subjects, but like it’s so different to um Marketing in the real world.
Especially in startups.
And I think having some structure and Frameworks now was the most super helpful thing.
For example – I keep coming back to it – but the five types the five stages of awareness… sure I’ve seen a funnel before, but that was like “oh this is actually super useful for a B2B marketing and niche marketing”.
A lot of it is like taking these Big Marketing Concepts and and making it more friendlier for the kind of marketing that we do.
One that comes to mind straight away is The 5 Stages of Awareness.
We’re doing a lot at the moment working with our sales teams on you know um once we give them leads, working with them to prioritize um the leads and the different lead sources.
And so now with the 5 Stages of Awareness and the explanation of them, and then we’ve mapped them to content…
… we’ve gone “these leads here, which are coming through like a paid LinkedIn ad a VERY different in the funnel to our leads at the bottom of a funnel that are creating a free trial.”
And then having that kind of framework to go – “look these ones are problem aware, let’s instead of jumping straight away trying to sell them the product or trying to give them the free trial – let’s have those conversations around the problems that they’re having, and get them slowly solution aware.”
I screenshotted one of the slides [from the program] and sent it to an AE, and went through it with him. Like an hour later he goes “I just had the best conversation. A meeting isn’t scheduled yet which like it shouldn’t be you know it’s these are like top of funnel leads”…
… but you know he’s like” “I get it now that was so helpful.”
And I’ve shared that slide with the whole marketing team.
Having the ABM content and spreadsheet couldn’t have come at a better time.
We’re doing our planning for next year, and then at the same time going – look – we’ve started building this community, we’ve just ran an event and awards ceremony – hey some of our like ideal customers were in the room….
…. what’s the next stage, what’s the next step?
So yeah I’m really looking forward to applying that more and going through the spreadsheet [template] properly.
Working with sales and thinking about how marketing doesn’t just end the marketing. It goes all the way down and you have to work with sales.
I think having some work and more things to share with them definitely helps.
This is more within the marketing team but we’ve been calling our newsletter, master classes and awards a ‘community’.
But now having watched the video on community [in the program], I brought the challenge to our Head of Marketing being like – “hey we call it a community but like it’s actually one way”.
We’re just kind of giving people this content and they’re they’re engaging – but we haven’t created that kind of two-way feedback, or let our members really engage with each other.
Maybe the ceremony the other night was probably the first stage of that – but probably just being conscious that if we’re going to grow this community it needs to be a community where members engage with each other.
It’s not just us shoving out content.
I think it’s pretty broad…
I’d say probably more intermediate – so like I guess what I’d consider I am myself.
You don’t want someone really junior doing. And I don’t think that someone who has a lot of experience will probably do the work.
I probably felt I was doing it in once every two weeks – I’d spend like double the time doing the content.
I think the pace was a little fast if you’re doing the work at the same time.
The [pace of the] content though was probably fine but I just like should have been better at at keeping up.
A few times I ended up reading um I know that you sent the long PDF instead of instead of watching a video because I like to read.
Yeah for sure.
I think people who have been thrown in the deep end, and they don’t know where to start, or just going through that process in the early stages…
I definitely would.
Name: Ben Grossberg
Company: Weel
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS
Yes! You can grab the extended program guide here.
This program is for inhouse B2B marketers who want:
– a concrete strategy for generating and closing demand, and an implementation toolkit to do it
– to elevate their B2B marketing career and expertise
– to get buy-in from those around you to create real marketing programs that work
– to have a real impact on the bottomline of their business
– to network and learn with other like minded B2B marketers
This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings
This is not a course.
It is a strategy development program that not only shows you what to do, but gives you the tools and templates to do it. It aims to transform your thinking about B2B marketing holistically.
The program is based on The 5 BEs Framework – which is what we do for our own clients and is how we grow our own business.
We share our 5 BEs Framework on The B2B Playbook Podcast
The B2B Incubator runs over 12 weeks.
Every week you will have a session with material to review and act on. It will be made up of: videos, slides, written notes, and templates to implement the learnings.
There will also be 6 live Q&A sessions with George Coudounaris (every second week).
The next launch date for the cohort of 10 is in JANUARY 2023 (exact date TBC)
They will be arranged with the cohort at a time that most can attend. They occur every second week of The B2B Incubator.
The program material is about an hour a week.
However, you should be applying these learnings to your business as you go – so you can spend as much or as little time on implementation as you like as you go through The B2B Incubator.
$2,500 AUD for 1 person from your company. Or $3,000 for two people from your company.
A passion for real B2B marketing. A good attitude. And a desire to improve.
Yes we do. Please contact general@theb2bplaybook.com for group rates.
Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.
Please contact general@theb2bplaybook.com for details.
Don’t worry – it only takes a minute or two!
Don’t worry – it only takes a minute or two!
All good! Leave your details with us and we’ll let you know when we open up spots for our next cohort – so you don’t miss out!
