The B2B Playbook

Breaking B2B went from $50k/mo to $185k/mo last yr. George Coudounaris runs our LinkedIn Ads and most enquiries mention LinkedIn on calls. Here’s exactly what he did (and our plan to hit $400k/mo this year): BACKGROUND. With organic reach tanking like crazy I knew LinkedIn ads would be key to keep top of mind for our SEO/AEO services for B2B SaaS marketing leaders and to amplify my organic content. Plus, fixing our funnel of SEO/AEO and YouTube traffic who hit our site but didn't convert. Getting the deadly trio: SEO, YouTube and LinkedIn cookin' THE STRATEGY. (1) George made me get brutally clear on ICP With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. So he asked me: Who are your best clients?  Who gets the most value? Which companies do you want more of? Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. (2) Thought Leadership Ads became the growth engine Thought Leadership Ads are winning right now for many b2b orgs with execs already organically posting with a following. Its high engagement rates mean you get better bang for your buck, and is a great place to start. (my engagement rates are 8-15%) But we don’t just boost any content. Before we started, We mapped best performing posts to the 5 Stages of Awareness • Stages 1-3 → cold audiences • Stages 3-5 → warm audiences Then filled any content gaps. Next step: every post needed a CTA. Early-stage posts link to helpful resources. Later-stage posts push toward booking a call. Result? Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked. Since then, we’ve layered in: • Company page ads so Breaking B2B grows beyond my face • Amplifying clients/partners getting results posting about Breaking B2B So the brand scales, not just me. (3) Constant Optimisation of Thought Leadership Ads Judge the top performing Thought Leadership Ads by looking at: Engagement rate Cost per landing page click (a custom metric not available in platform) New subscribers High intent pages Calls booked And have a tight feedback loop on what’s landing to closed-won. (4) Acknowledge the reality of the buying journey Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. Others are getting their business to the point where they can finally invest in SEO/AEO. The ads keep us top of mind. So when they’re ready, they come straight to Breaking B2B. — What’s next as we push toward our stretch goal? • Upload a new company list to double audience size • Increase spend to scale reach • Scale top-performing ads into the expanded audience • Grow company page ads so demand scales beyond me Follow along as George and I share results! 

Last year we outranked Hubspot, Cognism and other monsters with SEO in just 67 days... driving pipeline and closed-deals for our demand gen course The B2B Incubator. And when I say "we" - I mean Sam Dunning did it for us. Time to see if he can help us do it again. Here’s Sam's battle-plan to scale inquiries from SEO/AEO in record time: BACKGROUND. We worked together a year back and outranked Hubspot driving pipeline and revenue in 67 days for ‘demand generation course’ and similar keywords. Now for The B2B Playbook we want to ramp inquiries for our core paid media services offerings to B2B SaaS. So Sam and the Breaking B2B team have crafted an aggressive plan to get SEO and LLM visibility and drive inbounds from high-intent dream clients as quick as humanly possible. Sharing it with you here. Lets dive in. NET NEW CONTENT Landing pages. Focused on driving high intent leads from people needing our solutions. Following problem, agitation solution framework. Plenty of social proof and FAQs to answer real sales call Qs. - google ads agency for b2b (1.3k searches/mo) - b2b meta ads agency (10 searches/mo) - demand generation agency (1.5k searches/mo) - linkedin ads agency Listicle articles. Sam tells us these rank super well in classic organic search and get pulled from like crazy in LLMs and AI search to get brand mentions. We'll include a quick summary + shortlist, larger comparison table above main list, at least 11 options, consistent subsections for each agency section, position us as #1 backed by customer research sharing pricing, differentiator, social proof and where we are a great and poor fit. - best linkedin ads agencies for b2b (300 searches/mo) - b2b saas marketing agencies (700 searches/mo) - best google ads agencies [for b2b] (100 searches/mo) - best demand generation agencies (350 searches/mo) UPDATE EXISTING CONTENT Landing page: - linkedin ads agency Turn the social proof under the hero into a slider with multiple images and intro with an H3 like “Real Results from Our LinkedIn Ads Clients.” Add a customer testimonial block under “What to expect from our LinkedIn Ads Agency.” H2 something like “Hear From Our Clients” Listicle article: - b2b marketing courses Add shortlist table + adjust the title tag (cut “the ultimate list of” and make it “13+ best…”). Add any other options that make sense. Update last published date (LLMs often pull from fresh, relevant content). EARN BACKLINKS DA50+ niche relevant backlinks for: - b2b linkedIn ads agency - linkedIn ads agency for b2b - linkedin ads - the b2b playbook linkedin ads agency - Linkedin ads agency We'll ramp up external listicle placements and backlinks again next month once all the net new content is written and published. Follow along as Sam Dunning and I share learnings and results! Anything we're missing in this plan?

Sam Dunning went from 50k/mo to 200k/mo in 1 year. We run his LinkedIn Ads strategy - and most enquiries mention they found him on LinkedIn. Here’s how we helped get him there (and how we’ll help get to 400k/mo this year): BACKGROUND Sam knew that LinkedIn was a key place he was reaching new potential clients organically with his content - but with the algorithm always changing and limiting reach, he knew LinkedIn Ads would be key to scale to the next level. WHAT WE DID (1) We forced Sam to get brutally clear on his ICP With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. So we got him to answer: • Who are your best clients? • Who gets the most value? • Which companies do you want more of? Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. (2) Thought Leadership Ads became the growth engine Across all our clients we’ve been seeing very strong results from Thought Leadership Ads. Its high engagement rates mean that you get better bang for your buck, and is a great place to start. (Sam’s engagement rates are at 8-15%) But we don’t just boost any content. Before we started, We mapped Sam’s best performing posts to the 5 Stages of Awareness • Stages 1-3 → cold audiences • Stages 3-5 → warm audiences Then filled any content gaps. Next step: every post needed a CTA. Early-stage posts link to helpful resources. Later-stage posts push toward booking a call. Result? Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked. Since then, we’ve layered in: • Company page ads so Breaking B2B grows beyond Sam’s face • Amplifying partner and client posts talking about working with Sam So the brand scales, not just the founder. (3) Constant Optimisation of Thought Leadership Ads We judge the top performing Thought Leadership Ads by looking at: • Engagement rate • Cost per landing page click (a custom metric not available in platform) • New subscribers • High intent pages • Calls booked And we have a tight feedback loop with Sam on what’s landing to closed-won. (4) Acknowledge the reality of the buying journey Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. Others are getting their business to the point where they can finally invest in SEO. With Sam, we help stay top of mind. So when they’re ready, they come straight to him. — What’s next as Sam pushes toward his stretch goal? • Upload a new company list to double audience size • Increase spend to scale reach • Scale top-performing ads into the expanded audience • Grow company page ads so demand scales beyond the founder Follow along as Sam and I share results from The B2B Playbook !

Huge news - Kevin Chen and I are finally recording The B2B Playbook in-person! We also re-recorded our intro to reflect the evolution of the show. No longer is it just about B2B marketing - We're now covering how that connects to sales, customer success, product - and how each department can work together to align their revenue functions. This is an important move from us, and is one that has come from so many conversations with our audience. Marketers are always TRYING to to do their best - but there is so much misalignment in an organisation that means their best efforts are hamstrung So now when we discuss B2B marketing, We can do it with the lens of how it fits in with the rest of the revenue function I feel this is an important step to build the bridge between marketers --> sales --> chief revenue / commercial officer --- SO if you're interested in B2B marketing, And the role it plays in the wider revenue team OR If you just want to make fun of our ugly mugs from 3 different camera angles Follow The B2B Playbook, and subscribe so you don't miss an ep!