How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!)

We’re breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we’re sharing the entire virtual event playbook with you!

If you’re thinking about running a virtual event, but you’re overwhelmed by the planning, marketing, and execution—this is for you. We cover everything from picking the right topic to driving registrations and keeping attendees engaged.

Tune in and learn:

+ How to pick the perfect event theme that attracts the right audience

+ The secret to landing top-tier speakers (even if you have no budget!)

+ How we got 500+ highly targeted registrants in just a few weeks

+ The must-have assets for a seamless event (brand kits, promo videos, and more)

+ The #1 mistake marketers make when running virtual events

+ What we’d do differently if we were launching an event again

This episode is a must-watch for any B2B marketer looking to drive real business results with virtual events. Whether you’re running webinars or large-scale summits, you’ll walk away with actionable strategies to make your event a success.

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

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

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

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

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

00:00 Launching Our First Virtual Event – Here’s How

04:00 Why Virtual Events Work for B2B Marketers

08:00 The Three Key Phases of a Virtual Event

12:00 How We Chose the Perfect Theme and Audience

16:00 Landing Big-Name Speakers for Your Event

20:00 The Collateral You Need for a Successful Event

24:00 The Promo Video Strategy That Drove Signups

28:00 How We Got 500+ Registrants in Just 8 Weeks

32:00 Getting Speakers to Promote the Event for You

36:00 Engaging Your Audience During the Event

40:00 The Secrets to Seamless Event Execution

44:00 The Importance of Post-Event Follow-Up

48:00 Why Thoughtful Speaker Gifts Matter

52:00 Turning Your Event Into Evergreen Content

56:00 Final Thoughts & Lessons Learned

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

👥 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 E171 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #virtualevent #eventmarketing

The Simple 3-Step B2B Demand Generation Strategy for 2025

Want to contribute more to your company’s pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine.

Most B2B marketers struggle because they only focus on capturing demand. But if you’re only targeting in-market buyers (just 5% of your audience), you’re leaving 95% of potential revenue untapped.

In this episode, we share the 3 core steps of a winning B2B demand generation strategy for 2025 that not only captures demand but also creates and nurtures future buyers.

Tune in and learn:

+ The 95/5 rule and why your ads aren’t scaling

+ How to align your strategy with your best-fit customers

+ The easiest way to create and distribute demand-driving content

If you want higher-quality leads, better sales alignment, and scalable revenue growth, this episode is for you.

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

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

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

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

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

00:00:00 Introduction: The 3-Step Demand Generation Strategy for 2025

00:01:53 What is Demand Generation? Breaking it Down

00:04:51 The 95/5 Rule: Why Most Businesses Struggle to Scale

00:07:31 The 5 Stages of Awareness: Understanding Your Buyers

00:09:44 Why Future Buyers Are More Valuable Than In-Market Buyers

00:12:31 Real-Life Examples: Why Familiarity Wins in B2B

00:15:08 The Demand Generation Strategy for 2025: Key Objectives

00:18:13 Step 1: Be Ready – Identifying Your Ideal Customer

00:20:58 How to Conduct an 80/20 Analysis to Find Your Best Customers

00:23:56 Step 2: Be Helpful – Building Trust with Content

00:27:18 Creating a Content Repurposing System for Maximum Reach

00:29:53 Step 3: Be Seen – The Best Ways to Distribute Content

00:31:50 Paid vs Organic: How to Reach Your Niche Audience Efficiently

00:33:45 A Real-World Example: How We Run Our Demand Gen Strategy

00:36:04 Final Takeaways & Key Lessons for 2025

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

👥 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 E170 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?

That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.

We dive into real-world examples, including:

+ A breakup letter that made IT professionals laugh (and convert!)

+ A viral quiz that unexpectedly blew up on social media

+ The hidden content signals that tell you whether your idea will work

Tune in and learn:

+ How to test content ideas without wasting time

+ What makes a piece of content go viral

+ The must-have ingredients for high-performing content

This episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.

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

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

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

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

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

00:00 Welcome to Full Circle 2024 with Jess Cook!

01:10 The Power of Minimum Viable Content (MVC)

03:00 Why MVC Should Be Part of Your Content Strategy

06:00 How MVC Helps You Test and Save Time

09:00 Real-World Example: Testing Ideas Before Big Campaigns

12:30 What Makes a Great Minimum Viable Content?

16:00 The 3 Essential Ingredients of High-Performing MVCs

20:00 What NOT to Include in Your First Content Test

24:00 The Secret to Measuring MVC Success

27:00 When an Idea Works – and When It Fails

31:00 How a Viral Quiz Almost Became the Next Wordle

35:00 Why Even Great Ideas Sometimes Flop

38:00 The Sweet Spot: How to Pick the Right Ideas to Test

42:00 Using MVC to Prioritize Your Marketing Efforts

46:00 Final Takeaways – How to Start Using MVC Today

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

👥 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 E169 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #contentmarketing

We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply understand it and build trust with it.

You'll learn how to:

+ Identify your best-fit customers

+ Build a roadmap of their buying journey

+ Find out who is in-market vs out-of-market - so you know who to focus your attention on.

Even better - Adem will show you how to do this without the fancy tools and tech!

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

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

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

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

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

00:00 Introduction: Sales-Marketing Alignment

03:00 The Predictable Revenue Model: Why It’s Broken

06:30 Market Segmentation: Your Competitive Advantage

10:00 Why Narrow Targeting Drives Better Results

13:30 Scoring Your Best Customers Effectively

17:00 Firmographics, Psychographics, and Personas Explained

20:30 Permission-Based Creative: Standing Out to Buyers

24:00 Educating the 95%: Out-of-Market Strategies

27:30 Cataloging the Market: A Step-by-Step Guide

31:00 Building Feedback Loops Between Sales and Marketing

34:30 Final Takeaways: Better Go-to-Market Strategies

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

👥 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 E168 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.

If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.

Tune in and learn:

+ Why churn and burn sales tactics are unsustainable

+ How to align marketing and sales around shared goals

+ The difference between being data-driven vs. data-informed

This episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.

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

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

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

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

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

00:00:00 The Problem with Predictable Revenue

00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo

00:02:37 What is Loxo? Revolutionizing Talent Intelligence

00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand

00:07:18 The Difference Between Brand Awareness and Demand Creation

00:09:23 The Obsession with Quantity Growth Strategies

00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach

00:16:10 Why Churn and Burn Tactics Are Unsustainable

00:18:20 Building a Consultative Marketing-Sales Relationship

00:22:03 Aligning ICPs and Segments Across Teams

00:25:20 Sharing Goals: The Secret to Team Collaboration

00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset

00:36:01 How Podcasts and Content Build Brand Affinity

00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency

00:47:17 The Power of Speaking to Problems, Not Products

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

👥 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 E167 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen #outbound

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

Demand capture gets a bad rap.

But we know how important it is.

We’re just trying to change how it’s utilised for the better!

This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine.

In his role as Head of Product Innovation at Metadata.io and running AdConversion, he’s taking practical learnings from very real tests. He’s sharing that knowledge opening and giving us and you listeners the inside scoop of exactly what to do to get started.

There’s a ton of practical advice and value from this episode. Even as seasoned performance marketers, we’re still learning and swapping tips and tricks! Be sure to tune into this week’s episode for more!

Links To Mentioned Resources:

Silvio Perez LinkedIn Profile

adconversion.com

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Neuroscience and B2B marketing.

It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work.

But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing efforts.

Chances are you’re already familiar with and actioning some of these things by applying The 5 Be’s Framework, in which we’ve baked in a lot of these ideas!

We start our miniseries on Neuroscience by looking at the principles of reciprocity and consistency.

While we try not to play too many mind tricks, there’s certainly a few levers here you’ll be able to pull to better help your dream customers!

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

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

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

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

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

06:10 The Power of Triggers: Mother Turkeys' Instinct

13:10 Introduction: The Power of Reciprocity

14:00 Building Relationships through Giving

15:30 The Principle of Reciprocity in Action

17:00 Giving Value without Expectations

18:20 Commitment and Consistency in Marketing

19:50 Cognitive Dissonance and Consistency

22:20 Small Commitments Leading to Bigger Actions

23:50 Nurturing Relationships with Value

24:50 Moving Up the Value Chain

27:00 Conclusion and Recap

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

👥 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://theb2bincubator.com/

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

S05 E107 - The B2B Playbook

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

#b2b #b2bmarketing #digitalmarketing

#b2bsaas #behaviouralscience #neuromarketing

CABs, Customer Advocacy Boards.

Little known wonders of the B2B marketing toolkit.

While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.

We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!