#232: The Secret to Crushing Demand Gen in 2026 and Beyond

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 \----------------------------------------------------- 🔗 Links + CTAs \----------------------------------------------------- 🎓 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/ \----------------------------------------------------- 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