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

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

💼 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 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

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

👥 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

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

👥 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/

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

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

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

👥 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

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.

But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.

Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.

Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.

Here’s what we cover in this episode:

+ Why most sales development strategies fail before the first call

+ The power of cataloguing accounts (and why it's better than intent data)

+ How to build outbound systems that don’t collapse when your SDR quits

+ What real Sales and Marketing alignment looks like

Tune in and learn:

+ Why timing is a weak signal (and what to track instead)

+ How cataloguing transforms your outreach strategy

+ What great commercial architecture actually looks like

This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale, and wants a better way to reach your market.

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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/

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

00:00 The Professor of Prospecting: Who Is Shawn Sease?

04:18 Why B2B Outbound Is Broken

07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be

11:12 The Real Job of SDRs Today

14:40 Why Buyers Aren’t Listening to You Anymore

17:55 How to Build Trust Instead of Noise

21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?

24:46 Cataloguing: The Secret to Smarter Outreach

28:05 Feedback Loops That Actually Align Sales and Marketing

31:36 Why "Booked Meetings" Are a Broken Metric

35:14 The Role of Customer Success in Sales Development

38:46 Outbound Needs a System—Not Just a Script

42:33 Stop Chasing Timing—Start Building Permission

46:10 What Good Commercial Architecture Looks Like

49:22 The Future of Prospecting: What's Coming Next

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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 E187 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing

#b2bsaas #salesdevelopment #sdstrategy

Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.

This episode, we break down how to get out of that cycle – without dropping results.

We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.

Here’s what we cover in this episode:

+ Why most marketers default to the short term (and how to break the habit)

+ The truth about diminishing returns in performance marketing

+ The role brand plays in lowering CAC and increasing sales velocity

+ How to map every activity to a stage of awareness using a unified framework

Tune in and learn:

+ Why only 5% of your market is ready to buy – and what to do with the other 95%

+ How brand building actually impacts the short term too

+ How to balance your marketing budget (even on limited resources)

This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.

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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/

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

00:00 Brand vs Demand: The B2B Tug of War

02:55 Why Short-Term Wins Can Hurt Long-Term Growth

05:10 The Real Cost of Chasing MQLs

07:00 Diminishing Returns in Performance Marketing

08:45 Why B2B Brands Burn Out Too Fast

10:15 The Hidden Power of Brand Building

11:45 Brand vs Activation: Know the Difference

13:05 The 5 Stages of Awareness Explained

14:55 Mapping Content to Awareness Stages

16:30 Balancing Brand & Demand on a Budget

18:00 What 60/40 Really Means for B2B Marketers

19:35 How to Allocate Budget With Limited Resources

20:55 Avoiding the 'Do It All' Marketing Trap

22:05 Final Thoughts: Build for Now AND the Future

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

👥 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 E186 - The B2B Playbook

#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy

Why Most B2B Sales Teams Are Failing (And How to Fix It)

Most B2B sales teams are stuck in outdated tactics – pushing for meetings, flooding inboxes, and hoping something sticks.

But that’s not how today’s buyer wants to buy.

In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales – and what comes next.

We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.

Here’s what we cover in this episode:

+ Why the predictable revenue model has failed us

+ How to segment and validate your market the right way

+ The DISC profiling framework that changes how you sell

Tune in and learn:

+ Why AI is wings for the good… but crutches for the lazy

+ The Dust Bowl of B2B sales – and how to escape it

+ How CRO School and Humantic AI fit together

If you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch.

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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/

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

00:00 Why B2B Sales is Broken in 2025

03:00 What is Humantic AI & How It Works

06:00 What Broke B2B Go-To-Market (And How to Fix It)

08:45 How B2B Buyer Behaviour Has Radically Changed

11:30 Why Predictable Revenue Doesn’t Work Anymore

13:45 Lessons from the Australian Market

16:15 The Real Reason Teams Default to Volume

18:30 The 'Dust Bowl' Analogy of B2B Sales

21:00 Why Most B2B Sales Teams Are Stuck in 2010

23:30 What Market Validation Actually Means

26:30 DISC Profiles: Stop Selling to Personas

30:00 Matching Message, Timing & Channel with Buyer Personality

33:00 Why AI Makes Lazy Sellers Worse, Not Better

37:00 Why GTM Tools Can't Replace Commercial Sense

40:00 The Rise of Full-Cycle Selling & Death of the SDR Model

43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning

46:30 Fitness, Spinal Injuries & The Grit Behind CRO School

49:30 Why No Kid Wants to Be a Salesperson (But Should!)

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

👥 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 E185 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas #salesstrategy #humanticai #cro_school #buyerfirst #gtm

How Far Should You Niche Down? (And How to Know You’ve Got It Right)

Most marketers are targeting too broadly—and it’s killing their go-to-market.

In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.

We’ll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.

Here’s what we cover in this episode:

+ Why niching down feels scary—but works

+ How to use the 80/20 rule to uncover your best (and worst) customers

+ How to test and validate if your niche is big enough to sustain your business

Tune in and learn:

+ The full step-by-step process to finding your Minimum Viable Market

+ Real examples of how to apply firmographic, demographic, and psychographic filters

+ How to reposition your business over time without losing momentum

This episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you’re stuck trying to build pipeline, this is the most important strategy you’re probably missing.

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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/

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

00:00 How Far Should You Niche Down?

01:00 Why Niching Down Feels Risky (But Works)

02:10 Broad Targeting Is Killing Your Cut-Through

03:40 The Greek Wedding Analogy: Why Specificity Wins

05:00 Seth Godin's Take on Minimum Viable Market

06:10 How to Spot Underserved Niches

07:30 Step 1: Start With an 80/20 Customer Analysis

08:30 Revenue Isn’t Everything: Find Profitable Segments

09:50 What to Look for in Your Dream Customers

11:00 Real Example: ESG and the Modern Slavery Act

12:40 Step 2: Catalog Your Market and Validate Demand

14:00 What If Your Market Is Too Small (or Big)?

15:30 Don’t Forget to Call Your Churned Accounts

16:30 Our Journey: From Broad B2B to Demand Gen Marketers

17:40 Why You Can (And Should) Reposition Over Time

18:40 Final Takeaways: Nail Your Niche and Expand Later

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

👥 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

Check out: https://theb2bplaybook.com/demand-gen...

S07 E184 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas

How to Use AI to Cut Customer Research Time in Half

Most B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming.

This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on.

We've experimented extensively and will share the exact process that allows marketers in small teams to finally complete customer interviews efficiently. Using AI the right way can transform qualitative data into clear, actionable insights faster than ever.

Tune in and learn:

+ The best AI tools for transcribing and summarizing customer interviews

+ How to avoid common pitfalls (like AI hallucinations!)

+ The quickest way to build accurate, insightful customer avatars

This episode is a must-watch for B2B marketers tired of customer research always falling off the to-do list.

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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/

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

00:00 How to Accelerate B2B Research with AI

01:09 Quick Recap: Our Proven '5 BEs Framework'

02:39 Why Customer Interviews Keep Getting Ignored

04:00 The Truth About AI and Customer Research

05:52 Can AI Really Replace Qualitative Research?

08:48 The Best AI Tools for Recording & Transcription

11:15 How AI Summarizes Customer Conversations

12:11 Real-Life Example: Quick Customer Insights Capture

13:19 Crucial Step: Validate Your AI Findings

14:43 Creating Your Dream Customer Avatar with AI

15:15 Advanced Tip: Custom GPT for Deep Insights

16:00 Aligning Marketing, Sales, and Product Teams with AI

16:36 Key Watch-outs When Using AI in Research

17:41 Avoid AI Hallucinations with These Simple Steps

18:46 Secrets to Capturing Powerful Customer Quotes

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

👥 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

Check out: https://theb2bplaybook.com/demand-gen...

S07 E183 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas #AI #CustomerResearch