The B2B Playbook Unclaimed

Master demand generation to drive consistent pipeline growth for your B2B business.

Empowers revenue leaders by aligning sales, marketing, and customer success for sustainable growth.

Maximize content impact by repurposing and distributing across multiple channels.

Gain a complete B2B marketing system to drive revenue and align teams.

Learn to run virtual events that effectively drive pipeline with our comprehensive course.

The 5 BEs Framework optimizes B2B revenue generation by aligning marketing, sales, and customer success.

Gain practical marketing skills through structured, cohort-based learning in a revenue-centric environment.

Empowering B2B growth by optimizing demand generation across all channels.

Get actionable insights weekly through free frameworks guiding revenue generation for B2B teams.

Courses and certification programs that teach B2B marketing strategy, ICP and CEP definition, content and distribution systems, and revenue‑linked measurement for marketing teams.

End-to-end demand generation programs and services that build repeatable pipeline through ICP-driven campaigns, cross‑channel advertising, and performance tracking tied to revenue.

Systems and workflows to convert core content into multi-format assets and automate distribution across social, email, blogs and paid channels to increase reach and engagement.

Cross-functional frameworks and unified reporting that align sales, marketing and customer success to the same ICPs and connect activities to pipeline and revenue outcomes.

ABM and sales‑marketing alignment practices that establish joint ICPs, cataloguing, targeted messaging and coordinated go‑to‑market plays for high-value accounts.

Demand Generation Course

The complete system for B2B marketers to build a repeatable demand-generation engine based on The 5 BEs Framework. It combines ICP and CEP definition, a cross‑channel content engine, and revenue‑linked reporting to connect marketing activity to pipeline and revenue. The program runs six weeks with options for live cohorts, self‑serve and on‑demand delivery, and includes a certificate upon completion.

• Integrate The Framework
  Seamlessly link your marketing activities with the 5 BEs Framework for greater effectiveness.
• Produce Cross-Channel Content
  Create engaging content that works across multiple platforms to attract and convert your audience.
• Earn A Certification
  Receive a recognized certification to showcase your expertise in demand generation.
• Define Target Audiences
  Identify and refine your ideal customer profile and key engagement points.
• Flexible Delivery Options
  Choose a learning format that fits your schedule and team needs for effective training.
• Demonstrate Revenue Impact
  Utilize comprehensive reporting tools to showcase your demand generation success.
• Activate Paid Media
  Leverage targeted advertising strategies to generate qualified leads.

Chief Revenue School

A cross‑functional revenue alignment program that implements Revenue Alignment Architecture across Sales, Marketing and Customer Success. It includes a cataloguing system live across the revenue team and reporting that ties activity directly to revenue, with leadership alignment around The 5 BEs Framework.

• Capture Market Intelligence
  Enables the collection and sharing of crucial market insights across sales, marketing, and CS, enhancing decision-making.
• Align Executive Leadership
  Ensures that leadership understands and supports a unified strategy to navigate the market effectively, driving consistent messaging and objectives.
• Unite Departments
  Integrates all revenue-generating functions under one system, improving collaboration and outcome predictability.
• Connect Activities to Revenue
  Provides clarity on how daily activities influence revenue, ensuring accountability and focused improvements.
• Equip Your Team
  Enhances team capabilities through targeted training, ensuring everyone is prepared to execute the alignment strategy.

Content Repurposing Course

Course that teaches a content repurposing system: turning a single recording into blog posts, LinkedIn content, newsletters, and shorter clips, with a structured distribution workflow to maximize reach and impact.

• Structured Repurposing Framework
  A step-by-step guide that helps users systematically repurpose content for diverse platforms.
• Create Multiple Content Pieces
  Transform one recording into various formats, saving time and increasing content velocity.
• Streamlined Content Distribution
  Automate the sharing of repurposed content, ensuring consistent and timely engagement with audiences.
• Engage Directly with Experts
  Participants can clarify doubts and receive personalized advice during live sessions.
• Utilize Pre-made Resources
  Templates and prompts that streamline content creation and repurposing efforts.

B2B Marketing Course

The complete B2B marketing system built on the 5 BEs Framework. A 12‑week program covering strategy, ICP, buyer journey maps, content, distribution, and revenue‑linked reporting, with a professional certification upon completion.

• Certificate Of Strategic B2B Marketing
  Earn a certification that validates your expertise and enhances your professional credentials.
• Complete B2B Marketing System
  This structured course spans 12 weeks, guiding participants through designing a comprehensive B2B marketing strategy.
• Strategy Meets Execution
  Participants develop a documented strategy, ensuring alignment between marketing activities and business goals.
• Align Sales And Marketing
  Facilitates collaboration between sales and marketing teams by establishing a common set of targeted customer profiles.
• Align Content With Buyer Stages
  Ensures every piece of content is targeted to different phases of the buyer’s journey, enhancing engagement and conversion.
• Monitor Revenue Impact
  Track and measure the impact of marketing efforts on revenue, providing insights into effectiveness.
• Multipurpose Content Creation
  Utilize a streamlined system to create high-quality content that can be repurposed across multiple platforms.

Events Course

End-to-end virtual events course providing a playbook for promotion, registration and post-event follow-up, designed to convert attendees into pipeline. Format: Self-paced, On-demand with lifetime access.

• Gain Comprehensive Planning Skills
  Equip yourself with a structured approach to organizing and executing virtual events that achieve business objectives.
• Convert Attendees Into Leads
  Implement effective follow-up strategies to turn event attendees into qualified sales opportunities.
• Boost Attendance Rates
  Utilize proven promotional tactics to enhance registration and maximize attendee engagement during events.
• Receive Tailored Guidance
  Benefit from direct interactions with experts, allowing personalized support and insights specific to your event challenges.
• Learn At Your Own Pace
  Access course materials anytime, ensuring that you can learn according to your schedule without time constraints.

The 5 BEs Framework

A B2B revenue flywheel framework that connects marketing, sales and customer success as a single system. It features five stages Be Ready, Be Helpful, Be Seen, Be Better, Be the Best, and includes Revenue Alignment Architecture to close the feedback loop.

• Close Feedback Loop
  Implement a structured system that ensures marketing, sales, and customer success synchronize efforts and share insights.
• Establish Strategy
  Identify and understand your ideal customer profile and market conditions to ensure effective campaign execution.
• Connect Stages
  Utilize a cohesive flywheel model that synchronizes all stages of the revenue process for sustained momentum.
• Refine Performance
  Focus on continuous improvement through data analysis and optimization to enhance overall effectiveness.
• Build Trust
  Create valuable content that addresses buyer concerns, fostering relationships and establishing authority.
• Maximize Visibility
  Enhance market presence through strategic content distribution and promotional tactics to engage the target audience.
• Scale Operations
  Implement advanced tactics for growth and scalability throughout the marketing and sales processes.

Playbook University

A training platform offering practical courses built on the 5 BEs Framework, including Demand Generation Course, Chief Revenue School, Content Repurposing Course, and more. It provides self-paced and live cohorts, templates, tools, frameworks, and professional certification.

• Explore Diverse Courses
  Access a comprehensive catalog of courses that teach practical applications of the 5 BEs framework, catering to different aspects of B2B marketing.
• Targeted B2B Learning
  Each course is specifically designed to address the unique challenges and strategies relevant to B2B marketing, ensuring applicable knowledge.
• Learn From Industry Experts
  Participants benefit from the expertise of co-founders George Coudounaris and Kevin Chen, ensuring real-world insights and guidance.
• Earn Recognized Certification
  Upon completion of courses, participants receive certification that validates their skills and knowledge in B2B marketing.
• Choose Your Learning Style
  Participants can engage in self-paced courses or join live cohorts, accommodating various schedules and learning preferences.
• Utilize Practical Resources
  Courses come with templates, tools, and frameworks designed to aid in the practical application of learned concepts in real-world scenarios.

Demand Generation Agency

Full-funnel B2B demand-gen agency service delivering all channels under one team. Includes LinkedIn Ads, Google Ads, and Meta Ads, coordinated to generate pipeline and revenue.

• Facilitates Unified Campaigns
  Ensures marketing efforts are integrated, enhancing effectiveness and reach in generating revenue.
• Streamlines Communication
  Provides a cohesive strategy, reducing silos and promoting collaboration among marketing efforts.
• Maximizes Audience Engagement
  Utilizes diverse platforms to reach target audiences where they are most active, boosting visibility and engagement.
• Enhances Targeting Precision
  Aligns marketing strategies closely with customer needs, improving conversion rates and ROI.
• Ensures Accountability
  Allows for ongoing optimization of strategies based on measurable performance outcomes.

Weekly Playbook

The Weekly Playbook newsletter delivering The 5 BEs Framework applied to real B2B problems every week. Free, with practical frameworks and tactics from The B2B Playbook team.

• Receive The Newsletter Free
  Access weekly insights and frameworks without any subscription fee.
• Implement Actionable Frameworks
  Utilize practical methodologies to address and solve B2B challenges effectively.
• Gain Expert Insights
  Receive valuable, expert-driven content that elevates your B2B marketing strategy.
• Apply Proven Strategies
  Take advantage of tested methods that have shown results in realistic situations.
• Engage Your Target Audience
  Learn strategies that are designed to connect with your ideal customers.