Most B2B content fails because it isn’t built on a strategy.

In this episode of The B2B Playbook, we break down a practical B2B content strategy framework and explain why most content gets created, published, and forgotten.

We unpack why “adding value” isn’t enough, why engagement metrics are misleading, and how to anchor your content to a clear point of view so it actually supports revenue.

We also share the 3-question Point of View framework we teach inside The B2B Incubator, and explain how your content should naturally lead to your product or service without burning trust.

Tune in and learn:

+ Why most B2B content strategies fail

+ How to anchor content to a clear point of view

+ How to make your product the logical conclusion of your c

If you’re a small B2B marketing team under pressure to deliver pipeline, this framework will help you stop wasting effort and start compounding impact.

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🔗 Links + CTAs

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

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

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

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00:00 Why Most B2B Content Fails

00:31 What This B2B Content Strategy Framework Solves

01:10 The 5 Bs Framework Explained

02:00 Content for Content’s Sake Is the Real Issue

03:10 The Pressure That Breaks B2B Content

04:30 Why “Add Value” Isn’t a Strategy

05:40 Engagement Without Memory Is Wasted

06:10 Lead Gen vs Demand Gen Content

07:10 Should You Chase High-Volume Topics?

08:05 The 95% of Buyers Most Content Ignores

09:20 What a Real Content Strategy Should Do

10:00 Making Your Product the Logical Conclusion

11:00 Why Random AI Content Breaks Strategy

12:20 When Content Doesn’t Have to Sell

13:30 The 3-Question POV Framework

15:00 Challenging Broken B2B Assumptions

16:30 Why Timing Matters to Your ICP

17:30 Mapping POV to the 5 Stages of Awareness

18:40 The One Rule Every B2B Content Strategy Needs

19:10 Turning Content Into a 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

S07 E214 - The B2B Playbook

#b2b #b2bmarketing #contentstrategy #demandgeneration #thoughtleadership

Closed Circuit Selling: Why the Funnel Is Breaking Your GTM

Most go-to-market teams aren’t failing on effort. They’re failing on architecture.

In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound.

We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together.

Tune in and learn:

+ Why buyer journeys are non-linear, and funnels create blind spots

+ How to shift from meetings quotas to conversation-driven market validation

+ Why intent data can’t replace first-party conversations

If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns.

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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

🎓 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

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

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00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality

01:00 Who’s Charles Needham (And Why He Thinks Like a Quant)

04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database

07:00 The Moment He Realised “Meetings Booked” Is a Trap

09:10 Closed Loop Continuity vs Funnel Checklists

11:40 What Silos Destroy: Feedback Loops That Never Make It Back

14:10 CAC Payback Madness: When “Growth” Becomes Insanity

17:10 The Conversations Model: Comp People for Learning, Not Meetings

20:05 Predictable Revenue Misread: “Market Development” Got Lost

21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist”

28:10 The 2008 Analogy: Incentives Create Fragile Systems

32:20 Intent Data Hot Take: “Or You Could Call Them”

36:00 The Guitar Demo: What “Cataloguing” Really Means

39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold

41:45 Fixing the Root: Change Comp, or Nothing Changes

48:10 Market Validation vs Cataloguing: The Language Problem

56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon

59:30 What Works Next: Follow the Underpriced Channel (Then Move)

1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis

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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 E213 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration...

Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes

Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals.

But those are signals of a deeper problem: the revenue system itself is broken.

In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today.

We get into:

• Why predictable revenue models collapsed
• How sales stopped validating the market
• How marketing lost strategic direction to MQL targets
• And how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again.

We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling.

Tune in and learn:

• Why the old sales & marketing playbooks broke
• How to build a shared ICP that actually aligns both teams
• Why cataloguing is the foundation for a modern GTM system
• How to create air cover that supports real sales cycles
• The future of selling in a world of advanced AI

If you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up.

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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

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

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

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

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