Why Your B2B GTM Strategy Needs the 5 BEs Framework Now

Most 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 headcount

This 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 Now

01:00 The Origin Story of the 5 BEs Framework

02:20 Should Brand and Demand Be Separate?

03:50 One Budget, One Team: The Reality of Small Team Marketing

05:20 Why Demand Gen Marketers Need to Think Bigger

07:00 How the 5 Stages of Awareness Connect Brand & Demand

08:40 Making Brand and Demand Work in Tandem

10:20 The Power of Aligning Around Your ICP

12:00 How Demand Gen Marketers Act as GTM Connectors

13:40 BE HELPFUL: The Secret to Trust-Based Content

15:20 How to Cut Through the Noise With Meaningful Content

17:00 BE SEEN: Amplifying Trust With Smart Distribution

19:00 Avoiding the Disconnect Between Brand & Performance

21:00 BE BETTER: Operational Efficiency & Continuous Testing

23:00 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

🔹 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 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 restructure

If 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-course

Check 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

🔹 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 E180 - The B2B Playbook

#B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy

How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads

Want 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 conversations

Watch 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 awareness

We 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/courses

SUBSCRIBE 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 Ads

05:00 Why Most Thought Leadership Ad Campaigns Fail

07:00 Boosting Posts ≠ Strategy: The Common Mistake

09:00 The 3-Month Trust-Building Window (Case Study Insight)

11:00 You Need This Before You Run Any LinkedIn Ads

12:40 Our Full Demand Gen Framework Behind These Ads

14:20 Mapping Ads To The 5 Stages of Awareness

16:00 Unaware to Most Aware: The Buyer Journey Blueprint

18:00 How to Create a Thought Leadership Content Matrix

20:00 Cold vs Warm Audiences: What Content to Serve

21:40 How We Target & Build Audiences That Convert

23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You

24:40 Our Secret Ad Sequencing Hack That Lowers Costs

27:00 Real Client Wins: Social Proof You Can Copy

29:00 When To Combine Ads With Sales for Bigger Wins

30:40 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

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The...