Skip to content
the b2b incubator logo
Apply now

Learn the B2B Strategy that's built to generate demand

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.

Ready to start?
10 SPOTS ONLY AVAILABLE
B2B Hero Image showing the process of how maximise growth
10SPOTS ONLY AVAILABLE

Trying to decide if The B2B Incubator is for you?

Who, specifically, is this program for?

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

Who should NOT apply to this program

This is not for B2B marketers who:

  • are looking for hacks
  • want 'quick wins'
  • aren't prepared to learn or implement their learnings
Loading...
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
 5/5
Ben Grossberg
Ben Grossberg | Weel
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
 5/5
austin gallagher
Austin Gallagher | OneQode
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
 5/5
anna newman
Anna Newman | Informed 365
1 2 See More Testimonials »

Trying to decide if The B2B Incubator is for you?

Who, specifically, is this program for?

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

Who should NOT apply to this program

This is not for B2B marketers who:

  • are looking for hacks
  • want 'quick wins'
  • aren't prepared to learn or implement their learnings
Loading...
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
 5/5
Ben Grossberg
Ben Grossberg | Weel
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
 5/5
austin gallagher
Austin Gallagher | OneQode
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
 5/5
anna newman
Anna Newman | Informed 365
1 2 Next »

We give you the strategy and tools to do it yourself - in 12 weeks!

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.

Apply now
Play Video
  • GEORGE, CO-FOUNDER OF THE B2B INCUBATOR
  • /
  • LINKEDIN
  • /
  • THE B2B PLAYBOOK
line img
grouped magnet

We'll give you a marketing system that builds trust at scale... so customers come to YOU - not the competition, when they're ready to buy

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.

Before/after The B2B Incubator

Your Life BEFORE

  • You're unsure if your brand awareness and thought leadership are getting results
  • It's hard to show how your marketing impacts the bottom line
  • There is little to no engagement with your content from Dream Customers
  • You are in service of sales
  • You look for B2B 'hacks' and tactics on sites like Hubspot and LinkedIn
  • You struggle to get 'buy-in' on your content strategy
  • Your costs on advertising platforms keep going up
  • You don't have time to document your strategy

Your Life AFTER

  • You have a system to build relationships at scale, and know how to demonstrate that it's working
  • You are able to show how demand generation wins more business
  • You build a community that loves your content and will vouch for you
  • Sales love you as you send them more qualified buyers
  • You have all the strategy and tactics you need
  • 'Experts' outside the marketing department in your business help you create content
  • You pay less to acquire customers
  • Your entire B2B demand generation strategy is documented for your boss

A 3 step process

01

BE Ready

Deeply understand your Dream Customers and their needs

02

BE Helpful

Form relationships at scale through being helpful. Develop a feedback loop between you and your Dream Customers

03

BE Seen

Amplify your helpful content to target decision makers and influencers. Use paid media and ABM to win key accounts

Leading to...

brand loyalty

faster sales cycles

better inbound leads

What to expect

  • Each week you will receive a session to watch in your own time (12 sessions)
  • Every second week there is a live Q&A with hosts of The B2B Playbook to help execute strategy
  • A group of 10 b2b marketers will be placed in a LinkedIn group to connect and share how they are implementing the strategy in their own business
  • You will receive videos, a transcript of the program, as well as templates and tools to execute the strategy in every session
View The Full Program Outline

Your Session Plan

Weeks 1-4

BE Ready

Deeply understand your Dream Customers and their needs

Week 1

Introduction Sessions

Find Your Why

Week 2

Focus On Dream Customers

Dream Customer Research

Live 1hr Group Q&A With Hosts of The B2B Playbook

Week 3

Defining Dream Customers

Creating Messaging For Dream Customers

Week 4

Finding Dream Customers

Live 1hr Group Q&A With Hosts of The B2B Playbook

✅ Videos to watch in your own time

✅ Templates and tools to apply your learnings

Weeks 5-10

BE Helpful

Form relationships at scale through being helpful. 

Develop a feedback loop between you and your Dream Customers

Week 5

Be Helpful To Your Dream Customers

How You Will ‘Be Helpful’

Week 6

Choosing The Format & Platform Of Your Helpful Content

Live 1hr Group Q&A With Hosts of The B2B Playbook

Week 7

The Power Of Content Repurposing

[Optional] Branding Guidelines & Content Template

Week 8

How To Scale & Track Content Production

Improve Your Content With Data

Live 1hr Group Q&A With Hosts of The B2B Playbook

Week 9

How To Know Your Content Strategy Is Working

Week 10

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

BE Seen

Amplify your helpful content to target decision makers and influencers.

Use paid media and ABM to win key accounts

Week 11

2 Paths To Getting Your Content Seen

How To Use Account Based Marketing (ABM)

Week 12

How To Use Paid Ads In B2B

Your Path To Independence

Live 1hr Group Q&A With Hosts of The B2B Playbook

✅ Group Q&As to answer questions and help implement learnings

View The Full Program Outline

Pricing

1 SEAT

2 SEATS

The B2B Incubator

$2,500

AUD

+GST

  • Each week you will receive a session to watch in your own time (12 sessions)
  • Every second week there is a live Q&A with hosts of The B2B Playbook to help execute strategy
  • A group of 10 b2b marketers will be placed in a LinkedIn group to connect and share how they are implementing the strategy in their own business
  • You will receive videos, a transcript of the program, as well as templates and tools to execute the strategy in every session
Apply Now

The B2B Incubator

$3,000

AUD

+GST

  • Each week you will receive a session to watch in your own time (12 sessions)
  • Every second week there is a live Q&A with hosts of The B2B Playbook to help execute strategy
  • A group of 10 b2b marketers will be placed in a LinkedIn group to connect and share how they are implementing the strategy in their own business
  • You will receive videos, a transcript of the program, as well as templates and tools to execute the strategy in every session
Apply Now

Pricing

Do it yourself

For marketers who want to go at their own pace
$ 997
00
One time payment
  • 16+ hours of pre-recorded tutorials
  • Strategy, templates & tools to execute
  • Videos & transcript of program
  • Learn and implement at your own pace
Buy Now
Total price $997.00 AUD
Popular

Do it in a small group

For marketers who love group learning
$ 500
00
Monthly for 6 months
  • 16+ hours of pre-recorded tutorials
  • Strategy, templates & tools to execute
  • Videos & transcript of program
  • Join a small group of marketers
  • 6x live Q&As with George Coudounaris
  • Join a group to connect & share with other B2B marketers
  • Program completed in 12 weeks
  • Certificate of completion
Reserve Your Spot
Total price $3,000 AUD over 6 months, or $2,500 AUD upfront

Work 1:1 with us

For marketers that want 1:1 feedback and a custom plan
$ 1,667
00
Monthly for 6 months
  • 16+ hours of pre-recorded tutorials
  • Strategy, templates & tools to execute
  • Videos & transcript of program
  • Learn and implement at your own pace
  • Marketing strategy audit
  • 6x personal 1:1 consulting sessions
  • Expert help creating demand plan
Enquire Now
Total price $10,000 AUD over 6 months
Ben Grossberg
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
 5/5
Ben Grossberg | Weel
austin gallagher
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
 5/5
Austin Gallagher | OneQode
anna newman
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
 5/5
Anna Newman | Informed 365
Katherine-Trinh-Testimonial
So many good systems and templates tied into one cohesive strategy. I feel like no lesson was wasted as everything was actionable. The consulting sessions were also great to ask a few questions I had specific to my company.
 5/5
Katherine Trinh | Ex-Afterpay
James F
I loved The B2B Incubator. George & Kevin really distilled how to actually generate demand in the 12 week program. I found each session was super practical and the videos were engaging. I’ve already implemented a lot into my job and am starting to see the results. Especially loved the templates you get which make it easy to start using the skills they teach you.
 5/5
James Fermanis | B2B Marketer

Brutally Honest Reviews

Name: Ati Aziz

Company: ClearCalcs

Position: Growth Marketer

Size of Marketing Team: 3 people

Business Type: B2B SaaS

00:00 The biggest benefits

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.

00:48 Problems Ati was experiencing

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.

01:29 Most useful part of the program

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.

02:33 Personal benefits to Ati

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

03:08 Organisational benefits to ClearCalcs

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.

03:40 Short-term and long-term outcomes

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.

04:20 Could Ati keep up with the program

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.

05:09 How has it impacted your paid ads strategy

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.

05:50 Thoughts on the group live sessions

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.

06:14 What level of marketer it is best suited to

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.

06:40 What made Ati want to join the program

If you’re experienced but you don’t have a big marketing team. And if you just need to get things done quickly.

07:20 Was time an issue balancing the program and your day job

Not really.

I didn’t find any issues when we were looking at joining this program.

08:02 How does it compare to other marketing programs

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.

00:00 How did you find the first 2 of 3 sections

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.

01:54 Personal benefits to Ben

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.

02:20 Biggest benefit from the program

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.

03:52 Problems you were facing the program helped solve

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.

05:50 How did you find the templates?

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.

06:32 Other organisational benefits to Weel

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.

08:04 What level of marketer is it best suited to

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.

08:47 How did you find the pace of the program

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.

10:11 Would you recommend it to other B2B marketers

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

Faqs

Can you tell me more about what I will learn and implement?

Yes! You can grab the extended program guide here.

Who, specifically, is The B2B Incubator For?

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

Who should NOT apply to The B2B Incubator?

This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings

Why is this different to other B2B Marketing courses?

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

Do you have a business case to send to my boss?

Yes, we do! Click here to download it.

How long is the Incubator and what format is it in?

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).

When does The B2B Incubator start?

The next launch date for the cohort of 10 is in JANUARY 2023 (exact date TBC)

When are the live sessions?

They will be arranged with the cohort at a time that most can attend. They occur every second week of The B2B Incubator.

What is the workload?

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.

How much does it cost?

$2,500 AUD for 1 person from your company. Or $3,000 for two people from your company.

What do I need to apply?

A passion for real B2B marketing. A good attitude. And a desire to improve.

We have multiple people from our company who want to go through it - do you do group rates?

Yes we do. Please contact general@theb2bplaybook.com for group rates.

Do you run in-person workshops?

Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.

Please contact general@theb2bplaybook.com for details.

Apply now

Don’t worry – it only takes a minute or two!

Apply or Enquire

Don’t worry – it only takes a minute or two!

Interested, but not quite ready yet?

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!

Want to join? Here's the business case to send your boss

Download now
are you in b2b marketing choose the b2b incubator

The B2B Playbook podcast

  • Learn more about the 5 BEs framework
© 2023. All Rights Reserved. B2B Incubator
  • Made With
  • By Digital Recipe