#180: Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTM

Why Your B2B GTM Strategy Needs the 5 BEs Framework NowMost B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer.That’s why we created the 5 BEs Framework.This week, we show you how to move beyond demand generation and build a complete go-to-market strategy—tailor-made for small B2B teams.We’ve used the 5 BEs to help B2B marketers in both small and large orgs drive more pipeline, get sales and leadership buy-in, and scale trust across the entire buying journey.Tune in and learn:+ How the 5 Stages of Awareness connect brand and demand+ Why Demand Gen marketers are the new GTM Architects+ How to scale trust and pipeline—without more headcountThis episode is a must-watch if you’re in a small marketing team and need a single system to punch above your weight, align your org, and make marketing finally feel like it's working.-----------------------------------------------------🔗 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 Small Teams Need a Complete GTM Framework Now01:00 The Origin Story of the 5 BEs Framework02:20 Should Brand and Demand Be Separate?03:50 One Budget, One Team: The Reality of Small Team Marketing05:20 Why Demand Gen Marketers Need to Think Bigger07:00 How the 5 Stages of Awareness Connect Brand & Demand08:40 Making Brand and Demand Work in Tandem10:20 The Power of Aligning Around Your ICP12:00 How Demand Gen Marketers Act as GTM Connectors13:40 BE HELPFUL: The Secret to Trust-Based Content15:20 How to Cut Through the Noise With Meaningful Content17:00 BE SEEN: Amplifying Trust With Smart Distribution19:00 Avoiding the Disconnect Between Brand & Performance21:00 BE BETTER: Operational Efficiency & Continuous Testing23:00 BE THE BEST: Where AI & Innovation Power the Flywheel-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E181 - The B2B Playbook#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy

Why is go-to-market still broken in B2B?Because nobody owns the commercial outcome.In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.This isn’t another “alignment” chat.It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.We cover:+ How Predictable Revenue broke GTM—and what comes next+ Why “meetings booked” is a destructive metric+ The missing role of commercial acumen in sales and marketing+ What Passetto does to bridge GTM and finance+ How CRO School is restoring financial ownership across revenue teams+ And why this isn’t a fix at the department level—it’s a top-down restructureIf your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.https://theb2bplaybook.com/cro-school-----------------------------------------------------🔗 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-courseCheck out Passetto: https://www.passetto.com/-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00:56 – Why GTM Teams Are Still Broken in 2025 00:04:00 – The Fallout from Predictable Revenue: Modeling Gone Wrong 00:08:07 – The Finance-GTM Gap Nobody Talks About 00:12:10 – Why MQLs & Siloed Metrics Kill Growth 00:16:10 – Why Weekly Syncs Don’t Fix Misalignment 00:20:10 – The Meetings Metric Is Breaking Your Funnel 00:24:20 – Churn Isn’t a CS Problem—It’s a GTM Problem 00:28:20 – What a Real CRO Should Own (and Why Most Don’t) 00:32:25 – What Passetto Does to Fix GTM Blind Spots 00:36:30 – Closed Circuit Selling: A GTM Framework That Works 00:40:30 – Why BDRs Are Operating in a Black Hole 00:44:35 – Final Thoughts & Where to Learn More-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E180 - The B2B Playbook#B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy

How to Land 6-Figure Deals with LinkedIn Thought Leadership AdsWant to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.You’ll learn how to:+ Map your LinkedIn content to the five stages of awareness+ Use thought leadership marketing to build trust at scale+ Combine paid media and outbound to unlock high-intent conversationsWatch this if you:+ Want a scalable way to generate demand on LinkedIn+ Need a better B2B LinkedIn ad strategy that drives revenue+ Are trying to get in front of ideal customers with zero brand awarenessWe show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🎓 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-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------02:20 What Are LinkedIn Thought Leadership Ads?03:40 Proof It Works: Real $10K/Month Deal From These Ads05:00 Why Most Thought Leadership Ad Campaigns Fail07:00 Boosting Posts ≠ Strategy: The Common Mistake09:00 The 3-Month Trust-Building Window (Case Study Insight)11:00 You Need This Before You Run Any LinkedIn Ads12:40 Our Full Demand Gen Framework Behind These Ads14:20 Mapping Ads To The 5 Stages of Awareness16:00 Unaware to Most Aware: The Buyer Journey Blueprint18:00 How to Create a Thought Leadership Content Matrix20:00 Cold vs Warm Audiences: What Content to Serve21:40 How We Target & Build Audiences That Convert23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You24:40 Our Secret Ad Sequencing Hack That Lowers Costs27:00 Real Client Wins: Social Proof You Can Copy29:00 When To Combine Ads With Sales for Bigger Wins30:40 The KPIs That Actually Matter (And What to Ignore)34:00 Final Thoughts & Where To Learn More-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The...

Sales Methodologies Are Killing Your Revenue TeamMost sales teams swear by Gap, Challenger, or Spin.But these sales methodologies were never designed to align your go-to-market team.In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are failing modern revenue teams.We explore the commercial damage caused by Predictable Revenue, why CROs from sales backgrounds often lack the full commercial picture, and how Closed Circuit Selling provides a revenue alignment system that scales.Tune in and learn:+ Why Predictable Revenue broke marketing, sales, and CS alignment+ How to engage 100% of your market — not just the 5% in-market+ The new commercial architecture for efficient GTM teamsThis episode is a must-watch for founders, marketers, and sales leaders who are sick of operating in silos and want a proven system to unify the go-to-market function.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Predictable Revenue Broke B2B Alignment02:00 Why Sales Methodologies Are Failing GTM Teams04:00 The Commercial Damage of Old Sales Models06:00 Sales & Marketing Misalignment: A Systemic Issue08:00 Why Most CROs Don’t Understand True Revenue Oversight10:00 What Actually Counts as a Sale?12:00 How Commercial Career Progression Used to Work14:00 Marketing Became a Lead Gen Machine16:00 The 95/5 Rule: You’re Ignoring 95% of Buyers18:00 A Better Way to Do Outbound (Roleplay)20:00 Cataloging: A Buyer-Centric Sales Motion22:00 Sales Enabling Real Marketing Again24:00 How Predictable Revenue Changed the Metrics26:00 Why CROs Have Never Seen Full GTM Alignment28:00 Australia’s Advantage: Precision in Small Markets30:00 Revenue Alignment Systems Are 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen-courseS07 E178 - The B2B Playbook#b2bsales #predictablerevenue #demandgeneration #demandgen

Why Your Thought Leadership Isn’t Working (And How To Fix It)Most B2B marketers and founders are investing in thought leadership—but seeing zero results.In this episode, we sat down with LinkedIn Ads expert Justin Rowe (Founder of Impactable) and SaaS marketing leader Rohit Srivastav (FleetPanda, S11s) to break down why your content isn’t landing—and what to do about it.We get into the biggest mistakes brands make, how to build an audience that actually cares, and how to get your founders and team to consistently create thought leadership without it becoming a chore.Tune in and learn:+ Why most thought leadership fails before it even begins+ How to build an audience of your ideal customers (from scratch)+ The systems you can use to generate expert content every weekThis episode is a must-watch for anyone trying to build brand, trust, and pipeline in 2025. Whether you’re a founder, a marketer, or just trying to stand out—this one’s packed with practical playbooks you can start using today..-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why No One’s Listening to Your LinkedIn Content02:25 The #1 Mistake Marketers Make With Thought Leadership04:00 Talk With, Not At: Building Real Audience Connection06:15 How to Rebuild Your Audience From Scratch08:10 Rohit’s 30-Minute a Day LinkedIn Growth Playbook10:05 Justin’s 15-a-Day Strategy to Build a Dream Network12:35 Why You’re Still Not Breaking Through the Noise14:45 The “Pond vs Ocean” Content Strategy16:25 Founders Who Hate Posting: How to Get Them Started20:05 Should Founders or Brands Lead Thought Leadership?22:15 Corporate Pages Are Dead… Or Are They?26:35 How B2C Brands Are Crushing LinkedIn Creativity28:45 Rohit’s Simple Playbook for Founder Content32:10 What You Can (and Can’t) Outsource in Thought Leadership36:00 Running Thought Leadership Ads That Actually Work39:00 How to Measure Real Success in Thought Leadership41:10 Beyond LinkedIn: Where Else to Build Thought Leadership-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E177 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #b2b #b2bmarketing #sales

Sales and marketing teams often feel worlds apart—competing priorities, clashing strategies, and constant miscommunication. But it doesn't have to be that way.In this episode, we break down how sales and marketing can finally get aligned, collaborate effectively, and drive more revenue by working smarter—not harder. We reveal practical steps for modern B2B teams to bridge the gap, streamline their processes, and tackle today's toughest growth challenges together.Tune in and learn:+ The critical mistake keeping your teams misaligned+ How to build a powerful sales & marketing partnership+ Why modern sales and marketing alignment is your key growth leverThis is a must-watch episode for sales and marketing professionals who are tired of internal friction and want clear, actionable strategies for winning as one unified team.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Introduction: A Smarter Approach to Sales & Marketing Alignment02:43 Why Sales and Marketing Still Clash Today05:35 Identifying Internal Issues Holding You Back07:13 How Demand Generation Fuels Alignment09:44 Understanding Your Buyer’s True Journey12:43 Aligning Incentives & KPIs Across Teams16:50 How Marketers Can Support Sales Better20:03 The Role of AI & Tech in Modern Alignment23:25 Getting the Fundamentals Right First26:56 Proven Ways to Integrate Sales & Marketing33:00 Creative Compensation Structures that Work37:00 Avoiding the SDR Revolving Door Problem38:41 Breaking Down Internal Marketing Silos44:29 Building an Aligned Content Engine52:07 The 5-Step Framework for Smarter Collaboration-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E176 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #b2b #b2bmarketing #sales

We all know video content works, but are you really leveraging it to its full potential?In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight.Lindsay dives deep into how and why video effectively captures mindshare, engages your audience authentically, and drives significant business results.We’ll share how to easily repurpose existing videos to amplify your campaigns and even reveal the exact LinkedIn strategy that landed a 35% conversion rate—without any extra spend!Tune in and learn:+ Why capturing mindshare with video sets you up for long-term success+ Easy ways to repurpose your existing videos into fresh content+ How to run high-conversion campaigns using video on LinkedInThis episode is a must-watch for marketers who want to cut through the noise, engage their audience authentically, and maximize ROI from existing video assets.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Every Campaign Needs Video—Here's Why02:10 Meet Lindsay McGuire from Goldcast05:00 Why Mindshare Matters for Your Brand08:17 Why Video is Essential for B2B Marketing11:07 What "Video First" Distribution Actually Means13:22 The Untapped Power of Webinars16:13 How to Repurpose Existing Videos Effectively19:14 The Simplest Short Form Video Formats You Can Use Now21:21 Easy Product Release Videos That Convert24:00 How to Leverage Employee Videos to Go Viral27:51 The LinkedIn Video Play that Achieved 35% Conversion30:10 Simple Ways to Optimize Videos for LinkedIn32:02 Creating Controversial Clips to Stop the Scroll34:05 How to Quickly Find Your Best Clips with AI36:00 Key Takeaways & Next Steps-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E175 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #linkedinads #b2b #b2bmarketing #b2bvideo

Stop Overpaying: Mastering LinkedIn & Meta Ads for B2BWe created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising.We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost.You’ll hear exactly how to apply our five stages of awareness, so you always share the right content at the right time.Tune in and learn:+ The biggest mistakes we see B2B marketers make on LinkedIn+ How to build laser-focused ICP audiences that actually convert+ Simple ways to slash your ad spend by using Meta strategicallyThis episode is a must-watch because we show you how to spend less, convert more, and keep your boss and sales team happy.This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot04:00 What It’s Really Like Being an In-House B2B Marketer07:30 The Challenges of Growing a SaaS Marketing Team10:50 How to Work Effectively with Sales as a Marketer14:20 The Realities of Building a Marketing Funnel from Scratch17:40 Why Most B2B Marketing Strategies Fail21:00 Live Events Are Back – But Should You Host One?25:00 The Birth of the Generate Community28:40 How to Build a B2B Community That Actually Works32:30 The Power of Learning from Other Marketers36:50 The Future of Generate and What’s Next for Axel40:30 Final Thoughts: Why Community is the Future of B2B Marketing-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS07 E174 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #linkedinads

Building a thriving community and life as an in-house marketer. Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.If you're tired of figuring it all out alone, this is the episode for you.Tune in and learn:+ The biggest challenges in-house B2B marketers face (and how to solve them)+ Why community is becoming a MUST for B2B marketers+ How Axel built Generate into a 300+ member strong B2B marketing hubThis episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot04:00 What It’s Really Like Being an In-House B2B Marketer07:30 The Challenges of Growing a SaaS Marketing Team10:50 How to Work Effectively with Sales as a Marketer14:20 The Realities of Building a Marketing Funnel from Scratch17:40 Why Most B2B Marketing Strategies Fail21:00 Live Events Are Back – But Should You Host One?25:00 The Birth of the Generate Community28:40 How to Build a B2B Community That Actually Works32:30 The Power of Learning from Other Marketers36:50 The Future of Generate and What’s Next for Axel40:30 Final Thoughts: Why Community is the Future of B2B Marketing-----------------------------------------------------👥 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS07 E173 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #community #b2bcommunity

How to Talk to Customers & Actually Learn Something (The Right Way)Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong.This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.Ryan has conducted over 2,000 customer interviews, and he’s going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.Here’s what we cover in this episode:Why most marketers are FAILING at customer research+ The simple process to run 1-on-1 interviews that reveal real insights+ How B2B buyers actually make decisions (Hint: It’s NOT the funnel)Tune in and learn:+ The 4 types of customer interviews you NEED to be doing+ The best questions to ask to uncover buyer motivations+ How to get people to actually agree to customer interviewsThis episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/coursesSUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 How to Talk to Customers & Actually Learn Something02:10 The Big Mistake Marketers Make with Customer Interviews04:30 Why 1-on-1 Conversations Are the BEST Research Method06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!)09:10 The 4 Types of Customer Interviews You Should Be Doing12:00 How to Set Up a Customer Interview That Gets Real Insights14:40 Who You Should Be Interviewing (And Who to Avoid)18:20 The BEST Way to Get People to Agree to Customer Interviews22:00 How to Ask Questions That Uncover Golden Insights25:10 What to Do When People Don’t Want to Talk to You28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations32:00 How to Analyze Customer Interviews & Turn Data into Action36:00 Real-World Examples of Customer Research Transforming Businesses39:30 How to Use Customer Research to Improve Marketing & Sales42:00 Key Takeaways & Where to Start 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🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS07 E172 - The B2B Playbook#demandgeneration #demandgen#b2bmarketing #customerresearch #b2bjourney #buyingjourney