#237: How to Master B2B Marketing & Demand Generation in 2026 and 2027

We're going to get into that deep into this episode, but maybe we should just go through at a high level so people know what to expect.

Yeah, of course, George.

The 5B's framework covers be ready, be helpful, be seen, be better and be the best.

It's our framework for how to do B2B marketing generally.

And as you said, we're very lucky to have Darren host us today in his beautiful studio.

So hopefully we'll make the most of it.

Jumping right in, as you said before, George, we're giving the listeners today and the viewers the five b's framework and the details of which you'll actually find in the first five seasons of our podcast so we go through all the different stages in much more detail through our podcast so if you want some more details you can refer to that the first five seasons It's really our framework or system for thinking about all things B2B marketing.

As you said, from demand generation, content, paid media, whatever it might be.

And it gives teams, particularly small lean marketing teams and B2B businesses, a practical way to go about doing those things without getting lost in the weeds or getting a bit overwhelmed with all the different tactics out there.

Why it's particularly important, particularly today as the world gets faster and faster in the context of AI and everything else that's going on, We've often cited this research that around 95% of your term is not in market today.

Only 5% is ready to buy.

But that means that other 95%, they're not ready to buy today, but they are ready to learn, to compare, to build trust, and to really talk internally and discuss and digest all the information and content out there, which obviously there's more and more of.

And the idea is that it's really important to influence that stage in that 95% because that's when they're forming those preferences that will ultimately shape the decisions that come in around the buying process.

So it's important for you to establish yourself as the brand that you ICP trust and remember well before that buying moment happens.

And that's where the five Bs come in.

It's our framework for giving customers uh b2b marketing teams that practical way to do that without getting lost in the weeds and um and the day-to-day activities is also actually a firewall that you can keep getting value from over time

It is, Kevin.

And I just want to go a little bit deeper and give an example to our listeners on that 95-5 rule, the idea that not everyone is in market and just grounded in reality.

So people can think, oh, yeah, that makes a lot of sense.

Kevin, I messaged you on Slack the other day that our HubSpot renewal is actually due, I think, the 31st of July.

For some reason, that's the date, but 31st of July.

Now, we are not getting the most out of our HubSpot right now, and we are paying out the ass for it.

And for a long time, Kevin, I've been getting ads from Pipedrive, from Atio, from other different CRM platforms.

And I haven't acted on it because I know that we are locked into HubSpot until the 31st of July.

So I'm not going to take any action.