In this episode, we break down category entry points and how to use LinkedIn ads to plant your brand in buyers minds way before they're even ready to buy.

We cover:

→ What category entry points actually are and why they matter for B2B demand gen

→ Why LinkedIn ads is such a strong fit for targeting these key buyer moments

→ Real examples of category entry points you can build campaigns around

→ If you are a B2B marketer trying to build pipeline and stay top of mind with your ICP before they enter market.

Tune in and learn:

→ How to identify the moments that trigger buyers into market

→ How to use LinkedIn ads targeting to reach the right people at the right time

→ Why cataloging your market beats relying on intent data platforms

→ How to turn category entry points into ad creative and thought leadership content

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

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

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

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Timestamps:

00:00 Why Category Entry Points Change How You Advertise

00:01 What the Five B's Framework Is

00:04 Category Entry Points Defined

00:05 Why LinkedIn Ads Fits So Well for B2B

00:08 How to Use ICP Lists and Thermographic Targeting

00:12 How Long Demand Gen Actually Takes

00:14 Saturation, Frequency and the 95/5 Rule

00:19 Category Entry Point 1: Contract Renewals

00:23 Why Cataloging Beats Signal Sensing Platforms

00:26 Category Entry Point 2: Growing Pains and New Hires

00:29 Category Entry Point 3: Slowing Growth Rate

00:31 Real World Example: The Will Smith Slap Ad

00:33 You Don't Have to Dream Up Category Entry Points

00:34 How Entry Points Become Ad Creative and Content

00:35 Key Takeaways

S08 E232 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

In this video, I sit down with B2B YouTube specialist Samu Kovács to break down why YouTube is one of the most underrated and untapped channels in B2B right now.

We cover:

→ Why YouTube beats LinkedIn for cutting through the noise in B2B

→ How to rank your videos and attract your exact ICP without needing thousands of views

→ The YouTube-first content strategy that actually drives inbound leads and pipeline

→ How to convert views into booked calls with the right CTAs

If you are a B2B marketer or founder looking for a channel that builds trust, drives pipeline, and compounds over time.

Tune in and learn:

→ Why 300 views from your ICP beats 30,000 random views

→ How search-based YouTube content creates evergreen traffic for years

→ What actually makes a video rank (hint: it is not the tags)

→ How to turn YouTube into your number one lead gen channel

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

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

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

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Timestamps:

00:00 Why YouTube Is the Most Underrated B2B Channel Right Now

00:02 Introducing Samu Kovács, B2B YouTube Specialist

00:04 How Samu Got Started and Why He Went All In on B2B YouTube

00:06 Why LinkedIn Is Getting Crowded and What YouTube Offers Instead

00:12 Why 300 Views From Your ICP Beats 30,000 Random Views

00:14 How to Build a YouTube Strategy That Actually Drives Inbound

00:20 Search vs Algorithm: Which Should B2B Companies Prioritize

00:21 What Actually Makes a YouTube Video Rank (It Is Not the Tags)

00:24 Podcast Format vs YouTube-First Videos: What Performs Better

00:44 Will AI Kill YouTube? Why Storytelling Is the New Moat

00:46 How to Make Your Content Impossible to Replicate

00:47 How to Convert YouTube Views Into Booked Calls and Leads

00:49 Where to Find Samu and Learn More

S08 E231 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.

We cover:

→ Why strategy is rarely the problem but execution almost always is

→ What revenue enablement actually means and why most orgs get it wrong

→ The real reason AI pilots fail 95% of the time

→ Why human skills like trust, storytelling and value articulation still win deals

If you're a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite all the investment you're making in them.

Tune in and learn:

→ Why tools and training alone don't move the needle

→ How incentives and measurement drive the wrong behaviours

→ What world class enablement actually looks like in practice

→ Why the best sellers win 88% of the time no matter what they're handed

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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

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

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

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

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

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Timestamps:

00:00 Why Revenue Performance Is an Execution Problem

00:07 Georgia Watson's 21 Years at IBM

00:12 What Revenue Enablement Actually Is

00:20 The 7-Part Enablement Framework

00:25 Why AI Pilots Fail 95% of the Time

00:31 Human Skills AI Can't Replace

00:38 Incentives, Measurement and Broken Pipeline Reviews

00:45 What World Class Enablement Really Looks Like

00:51 Where Most Enablement Programs Hit Their Ceiling

S08 E230 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing