In this video, Kevin and I get into whether you actually need flashy AI-powered analytics to measure your B2B marketing, or whether some clear objectives and a simple spreadsheet will do the job just fine.

We cover:

→ Why another dashboard, AI-powered or not, was never the silver bullet for growing your business

→ The data problem in B2B marketing and why so many metrics are just vanity metrics

→ Our practical framework for getting insights without expensive tools

→ How to tier your ICP and tailor your reporting to match each tier's play

→ Where AI genuinely helps, especially when you're sifting through loads of qualitative data

If you are a B2B marketer or founder who's tired of drowning in flashy dashboards and wants a simpler, clearer way to measure what actually drives revenue.

Tune in and learn:

→ Why clarity beats complexity and what questions to nail down before you buy any AI tool

→ How to revisit your ICP and segment accounts into tiers that shape your reporting

→ How to track a handful of meaningful metrics instead of drowning in data

→ How to use AI and Claude to pull together messy qualitative data and surface real patterns

→ Why holistic measurement that links marketing to revenue matters more than any 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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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 Do You Really Need AI Analytics for B2B Marketing?

00:53 Welcome Back to The B2B Playbook

01:48 The Five B's Framework Explained

03:02 Why This Matters: Tight Budgets, AI Hype and Uneven Maturity

08:51 Start With Your Objectives and Ideal Customer

10:45 Segmenting Your ICP Into Tiers

14:28 Matching Your Measurement to Your Plays

17:46 A Real Client Example With Claude

19:57 Where AI Actually Helps Your Analysis

23:16 Key Takeaways: Clarity Beats Complexity

S08 E234 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketinganalytics #aimarketing #b2bsaas #marketingmeasurement #gotomarket #abm #digitalmarketing

In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.

We cover:

→ Why partnerships needs to be a top down strategic decision, not a side experiment

→ The foundations most companies are missing before they even hire a partnerships manager

→ How to pick the right partners using a capacity, commitment, mutual customers and capability matrix

→ Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team

→ How AI is changing the way partnership ops and rev ops teams work together

If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.

Tune in and learn:

→ How to align your whole leadership team on what partnerships is and what it isn't

→ How to validate your partner categories before you activate anything

→ What a mutual success plan looks like and how to operationalize partners like a sales team

→ Why referral leads close faster and how to make that engine predictable

→ How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind

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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 Partnerships Is a Real Revenue Channel

00:48 Meet Brian Williams from Hockey Stick Advisory

01:47 How the Partnerships Landscape Has Shifted

03:05 The Foundations Most Companies Are Missing

06:30 Why Partnerships Has to Be a Genuine Exchange

07:51 Are You Actually Partnerships Ready?

09:47 How to Identify the Right Partners

13:18 The Biggest CRO Blocker With Partnerships

16:10 How AI Is Changing Partnerships

19:06 Why Partnerships Managers Burn Out Early

22:04 The Two Year Cycle Explained

24:02 When Partnerships Doesn't Work

25:26 The Big Hire Mistake to Avoid

28:26 The Partnership Revenue Gap Calculator

31:53 Where to Find Brian and Hockey Stick Advisory

S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing

In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.

We cover:

→ Why multi-touch attribution keeps lying to you and what it's actually measuring

→ Why ad platforms are deliberately making attribution harder for us as marketers

→ How to blend quantitative and qualitative data to get a real picture of what's driving revenue

→ Why being data influenced beats being data driven every single time

If you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion.

Tune in and learn:

→ Why multi-touch attribution is click obsessed and built on disappearing data

→ How to layer in marketing mix modeling and incremental testing without drowning in complexity

→ Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools

→ How to communicate attribution as a range, not a definitive number, to your leadership team

→ How to align sales, CS and finance on what attribution can and can't tell you

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🔗 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/

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Timestamps:

00:00 Why Attribution Keeps Lying to You

00:50 Welcome + Season 8 Overview

01:56 The Five B's Framework Explained

02:54 Why B2B Attribution Is So Much Harder Than B2C

04:08 The Real Problems With Multi-Touch Attribution

07:35 Why Privacy Changes Are Making This Worse

08:32 Attribution Software Is Just Repackaged Last Click

09:55 How Long B2B Cycles Break Attribution Models

10:56 The Blended Measurement Framework

17:10 Why Qualitative Signals Are Your Most Honest Data

18:57 How to Communicate Attribution Uncertainty to Leadership

20:56 Don't Overpromise on Attribution Internally

23:30 Why Industry Benchmarks Are Mostly Useless

25:37 Key Takeaways

27:06 Final Thoughts and Where to Learn More

S08 E234 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketingattribution #marketingmeasurement #digitalmarketing #b2bsaas #leadgeneration #revenuemarketing #demandgen