Most marketers still obsess over Google blue links. We’re here to show why that’s yesterday’s game.

We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google’s AI Overview.

You’ll hear the exact tactics small teams can use to out-manoeuvre enterprise giants: think listicle “cheat codes”, brand-mention campaigns, and Reddit seeding that LLMs love.

Tune in and learn:

+ Zero-click search - why clicks are disappearing and how to adapt

+ Brand mentions are better than backlinks - the new authority signal LLMs crave

+ 90-day sprint - ship pages, listicles and PR faster than big brands

This episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.

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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 AI vs SEO: Why This Matters Now

01:40 The Biggest Search Shake-Up in 10 Years

03:10 Enter the Zero-Click Era

04:35 Is Google Still Worth Chasing?

06:20 Should You Stop “Traditional” SEO?

08:05 How to Optimise for LLM Search

09:55 Solution-Aware Content That Wins

11:25 LLMs Don’t Rank Pages—They Chunk Them

13:05 Brand Mentions: The New Backlink

15:40 Listicles: Your AI Cheat Code

18:20 Build Detailed Use-Case Pages Fast

21:05 Early-Mover Advantage (Act Now)

23:30 Reddit & Quora: Secret SEO Weapons

26:10 Tracking the Un-Trackable in AI Search

29:55 The 90-Day Playbook to Beat Giants

33:35 Speed & Experimentation = Moat

40:10 Creative Tactics + Close

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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 Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E190 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas #seo #AISEO

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.

Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.

Tune in and learn:

+ The “earn the right” test Leslie uses before every email or call

+ How to rebuild SDR metrics around market validations - fast

+ Why AI tools like Clay help only when you start with real buyer insight

This episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).

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🔗 Links + CTAs

-----------------------------------------------------

💼 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

-----------------------------------------------------

🧑‍🎓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 Outbound Playbooks Still Stuck in 2011

04:00 Leslie’s Mission – Make Sales Respected Again

08:00 “Earn the Right” – Trust Before Tactics

12:00 Why Most Outbound Emails Flop

16:00 Attribution Wars & Broken GTM Alignment

20:00 Enterprise Buying Lessons on Repeatability

24:00 The SDR Industrial Complex Exposed

28:00 Relevance vs Personalization – Hard Stop

32:00 AI & Clay: Shiny Objects or Real Help?

36:00 You Can’t Automate Trust – Shortcut Myth

40:00 Growth-Hack Tactics That Kill Pipeline

44:00 Fixing SDR Metrics with Market Validation

48:00 Timing, MQLs & Sales-Marketing Unity

52:00 Hard Questions, Tonality & Buyer Respect

56:00 Key Takeaways & Where to Find Leslie

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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 Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E189 - The B2B Playbook

#b2b #b2bmarketing #sales #outbound #SDR

Most B2B marketers are told to “do thought leadership” and it becomes part of strategy... but no one tells them how to tie it back to revenue.

In this episode, we break down how to turn thought leadership into a trust-building, pipeline-generating machine. Not just fluff for likes and impressions.

We’ll show you how to build a strong point of view, map it to your buyer’s journey, and use thought leadership ads to hit the 95% of the market that isn’t ready to buy… yet.

Tune in and learn:

+ The 3 questions every POV must answer to resonate

+ Why most marketers fail at thought leadership (and how to fix it)

+ Our exact LinkedIn Ads system for turning content into pipeline

This episode is a must-watch if you want to move beyond vanity metrics and make your brand the one buyers remember when they’re ready to act.

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🔗 Links + CTAs

-----------------------------------------------------

💼 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

-----------------------------------------------------

🧑‍🎓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 How Thought Leadership Actually Builds Pipeline

02:00 The 5 Bs Framework Recap

04:00 Why Thought Leadership Often Fails

06:00 The 3 Questions to Shape Your POV

08:00 Using LinkedIn Ads to Amplify Trust

10:00 Mapping Content to the Buyer Journey

12:00 Why Subject Matter Experts Must Lead

14:00 The Real Goal: Being Remembered at Purchase Time

16:00 The Ogilvy Method for Ads that Educate & Convert

18:00 How to Measure Thought Leadership Ads

20:00 A Proven Framework for LinkedIn Thought Ads

22:00 Patagonia: B2C Thought Leadership Masterclass

24:00 How Patagonia Drives Profit Through POV

26:00 B2B Example: Rivet’s Framework for Labor Ops

28:00 Final Takeaways: Thought Leadership That Works

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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 Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E188 - The B2B Playbook

#b2bmarketing #demandgeneration #b2b #digitalmarketing

#b2bsaas #thoughtleadership #linkedinads