ABOUT THIS EPISODE
In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.
We cover:
→ Why helpful content beats hype content every time and how it builds real trust with your dream customers
→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo
→ How to extract content from subject matter experts without wasting their time
→ Matching your content format to each stage of the funnel, from top to bottom
→ Using the five stages of awareness framework to map content to where buyers actually are
If you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.
Tune in and learn:
→ Why demand generation is about solving real problems, not interrupting with hype
→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights
→ The right content formats for top, mid, and bottom of the funnel
→ How to map content to the five stages of awareness, from unaware to most aware
→ Why content is your most scalable trust building asset, not just a traffic tool
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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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Timestamps:
0:00 Intro and the Be Helpful framework
0:45 Why helpful content beats hype content
1:40 Nobody got fired for hiring IBM
3:00 HubSpot as a trust-building example
4:15 Extracting content from subject matter experts
6:30 Matching content format to the funnel
8:00 Repurposing webinars and pillar content
9:30 The five stages of awareness framework
12:30 Content as a trust-building tool
14:00 Key takeaways and recap
S08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
