Community-Led Growth: How To Turn Customers Into Your Growth Engine

We break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.

Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circles that turn casual users into passionate advocates and ambassadors.

We show you how to:

+ Make community a core growth engine (not a side-channel)

+ Design onboarding and programming that build habit

+ Use contribution, access, and recognition to scale advocacy

If you’re a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.

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

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

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00:00 Community-Led Growth: Your Unfair Distribution Advantage

01:00 Why Brands Are Now Conversations (You Can’t Control Them)

02:45 TL;DR Framework: From Clarity → Contribution → Advocacy

04:15 The Five Ps Of Community-Led Growth

06:00 Identity → Connectedness → Growth Formula

08:00 Make Community Core To Value Creation

10:00 Community-Led Growth x Business Model Canvas

12:15 Jobs-To-Be-Done For Community-Led Growth

14:30 B2B Examples: From CRM To Better Sellers

16:20 Lighthouse → Port → City: How Communities Grow

19:00 The First 21 Days: Onboarding That Sticks

21:15 Programming That Brings People Back

23:00 Turning Users Into Contributors

25:10 Advocates vs Ambassadors In Community-Led Growth

27:20 Closeness Circles: Reward With Access

30:00 The Taylor Swift Playbook (For B2B Communities)

32:10 Journey & Lifecycle: 1500:150:15 Ratios

35:00 Pitfalls To Avoid In Community-Led Growth

37:10 Make It A System: Track, Reward, Iterate

39:30 Q&A: Communities Beyond Customers

43:00 Q&A: Where To Start – Existing vs New Customers

46:00 Q&A: Virality & Chapters In Community-Led Growth

50:00 Q&A: When Is It Too Early To Start?

53:00 Wrap: Community As A Value Engine

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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 E197 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth

Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.

Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.

We unpack how to work backwards from revenue goals, align Sales, Marketing and CS around market validations, and build compounding demand with brand and partners.

Tune in and learn:

+ The 10-line economic model behind a scalable B2B revenue engine

+ How to replace MQLs with market validations and fix SDR incentives

+ Ecosystem activation plays that compound trust and pipeline

If you’re a B2B marketer in a small team, this is a must-watch. It’s practical, numbers-first, and shows how to turn brand, SDRs, inbound, and partners into one working B2B revenue engine.

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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 Scaling from traction to a real revenue engine

01:00 Meet Paul Perrett (Firmable CEO) + Adem Manderovic

03:00 What Firmable does and the CEO’s many hats

05:20 Modelling $2M to $10M ARR with a 10-line engine

09:30 Three demand channels: SDR, inbound, partners

12:20 Cataloguing vs predictable revenue: the missing metric

18:50 Why incentives break SDRs (and how to fix them)

22:00 Ecosystem activation and compounding demand

26:40 Brand, trust, and the founder-led play

33:00 Selling brand and long-term plays to boards & CFOs

42:00 The bets Firmable is making to reach $10M ARR

49:40 Signals, SEA expansion, and the myths of Aussie SaaS

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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 E195 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 29 August.

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

Inside the program, you’ll get:

• On-demand materials you can work through in your own time
• 6x live Q&A sessions with George to get your questions answered and stay accountable
• A proven framework trusted by marketers in both SaaS and services

Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.

Allister Hamilton used it to triple his pipeline in services.

If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.

👉 Register now before doors close Friday, 29 August: https://theb2bplaybook.com/demand-generation-course

Demand Generation Course Review: What I Learned Inside The B2B Incubator

Thinking about joining a demand generation course—but not sure if it’s worth your time?

We sat down with Allister Hamilton, Head of Marketing at Lánluas Consulting, to hear how The B2B Incubator helped him go from an unclear strategy to measurable pipeline growth.

Allister shares:

+ Why he picked this program over other courses (including how it's different to Ritson’s Mini MBA)

+ How he got sales to actually use their content

+ The exact results they saw (3x more prospect meetings, 200% LinkedIn lift, +75% attributed pipeline)

Tune in and learn:

+ How to build a demand gen engine with a small team

+ A practical content system that aligns sales and marketing

+ What to expect when you join The B2B Incubator

If you're serious about levelling up your skills, aligning your team, and finally seeing results from your content—this episode is for you.

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🔗 Links + CTAs

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

💼 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

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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 Demand Gen Course Review: Real Feedback from a Head of Marketing

00:44 The Problem: Content That Doesn’t Drive Pipeline

01:53 Why I Chose The B2B Incubator Over Other Courses

02:50 Hands-On vs Theory: How It Compares to Ritson’s Mini MBA

04:30 From B2C to B2B: Plugging My Skill Gaps

05:40 The Mindset Shift: From Sales Support to Strategic Partner

07:00 Learning to Build a Content Engine with Limited Resources

08:00 Our Strategy: Pillar Content on Steroids

09:02 How We Got Sales to Use Our Marketing Content

09:40 The Power of Single-Minded Content

10:40 Aligning Content to Personas (and Why It Worked)

11:30 The Impact on Sales Conversations

12:00 Tangible Results: 3x More Prospect Meetings

13:00 200% LinkedIn Engagement Lift

13:50 Website Dwell Time Up 80%

14:30 $ Attributable Pipeline: +75% YoY

15:05 The Confidence Shift: Why I’d Do It Again

16:10 Making Time for the Program in a Small Team

17:05 Should You Bring Your Team Into the Program Too?

17:42 Final Verdict: Is It Worth It?

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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 E195 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2bpositioning #positioningstrategy

If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it – fast.

We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos – and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.

We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.

Tune in and learn:

+ Why most GTM teams are misaligned – and the root cause

+ How to capture first-party market intelligence that makes marketing commercially viable

+ The step-by-step framework for aligning sales, marketing, and customer success

This is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.

Want access to the GTM Map that's blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-school

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🔗 Links + CTAs

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

🔗Want access to our GTM Map? Register for our next webinar at https://theb2bplaybook.com/cro-school

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

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

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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 Welcome to The Circuit: Why GTM Misfires Happen

01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines

03:40 Why Sales & Marketing Misalignment Costs You Revenue

05:50 The Predictable Revenue Problem No One Talks About

08:15 How Team Incentives Broke the GTM System

10:30 The Fallout: Low-Quality Meetings & Rising CAC

13:20 Marketing’s MQL Trap – and How to Escape It

15:40 Why Traditional Sales Methodologies Aren’t Enough

18:00 The Real Cost of Sales Overpromising & CS Under-delivering

21:00 Old Principles, Modern Twist: The Case for Cataloging

24:10 Step 1: How BDMs Capture First-Party Intent

28:30 Step 2: Turning Catalog Data into Marketing Firepower

32:20 Step 3: Live Quoting Days & Seamless Handoffs

36:00 Step 4: Customer Success as a Growth Engine

39:20 The Circuit vs Predictable Revenue – Side-by-Side

42:00 Why Cataloging Builds Long-Term Alignment

45:10 Real-World Wins: From Stalled Deals to Biggest Ever

48:20 How to Pilot This Framework in Your Organisation

51:00 Next Steps: CRO School, Health Checks & Roundtables

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S07 E194 - The B2B Playbook

#b2b #b2bmarketing #revenue #revenuealignment #salesandmarketing #sales

If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way?

We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine.

The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success.

To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn.

It gets sales, marketing and customer success to all play on the same team.

Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.

Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market.

Tune in and learn:

+ How to define your next best market

+ How to reposition your business to make it a 'no brainer' for future customers

+ How to prioritize your next targets by cataloguing the market

If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine

01:28 Why Understanding Your Best Market is Crucial for Success

03:41 The Four-Step Process to Drive Better Commercial Outcomes

05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule

08:40 Step 2: Deep Dive into Customer Understanding

11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients

13:50 The Power of Direct Customer Interviews vs. Data Analysis

16:20 Step 3: Updating Your Positioning and Messaging

17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales

20:20 The Benefits of Building Relationships Through Market Research

22:08 Wrapping Up: The Foundation for a Successful Growth Engine

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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

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

S06 E145 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing

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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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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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...