The Simple 3-Step B2B Demand Generation Strategy for 2026

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

Most B2B teams will roll the same demand gen plan into 2026… and wonder why pipeline is flat.

In this episode, we walk through a B2B demand generation strategy for 2026 that small teams can actually run – and that’s proven to drive up to 70% of pipeline.

We break down our 3-step framework – Be Ready, Be Helpful, Be Seen – and show how it ties into the 95-5 rule, the 5 stages of awareness, and a simple cataloguing process that finally connects marketing and sales. If you’re a small in-house team under pressure to bring in revenue, this is for you.

We also show you exactly how we run this B2B demand generation strategy ourselves at The B2B Playbook – from 80/20 analysis and ICP documentation, to a weekly content engine and a realistic distribution mix that fits into 4–5 hours per week.

Tune in and learn:

+ How to design a B2B demand generation strategy for 2026 using the 95-5 rule

+ How to run 80/20 analysis, customer interviews, and cataloguing to define a sharp ICP

+ How to build a helpful content engine and distribution plan that your small team can maintain

This episode is a must-watch if you’re a B2B marketer in a small team who’s tired of chasing MQLs, arguing over lead quality, and getting stuck in “support” mode.

You’ll walk away with a clear, 3-step demand gen strategy for 2026 that aligns marketing, sales, and customer success around how buyers actually make decisions.

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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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00:00 The Simple 3-Step B2B Demand Generation Strategy for 2026

00:34 Our 5 BEs Framework – The Flywheel Behind Demand Gen

02:05 Updated: What Demand Generation Really Is in 2026

03:40 Why You Can’t “Force” B2B Buyers to Buy (Unlike B2C)

05:55 The Messy, Non-Linear B2B Buying Journey (Squiggly Line Moment)

09:00 The 95-5 Rule: Future Demand vs In-Market Buyers

11:05 Shaping Future Demand vs Capturing In-Market Demand

11:50 Using the 5 Stages of Awareness to Plan Demand Gen Content

14:05 Why Early-Stage Content Makes Capture More Efficient

16:05 TAM vs ICP vs “Day One Shortlist” – The Brutal Reality

18:05 Modern Demand Gen Objectives for 2026 (Quality to Quantity)

18:50 Step 1 – Be Ready: Your 80/20 ICP & Segmentation Process

22:00 Customer Interviews, Positioning & Documented ICPs

25:45 Mapping the Buying Journey Questions (5 Stages Applied)

26:55 The Big Upgrade: Cataloguing Your Market One Account at a Time

29:20 Step 2 – Be Helpful: Building a Helpful Content Engine

30:45 Case Study: Rivet’s “Construction Is Hard” Show

31:55 Content Repurposing System for Small B2B Teams

33:10 Capturing Subject Matter Experts Without Burning Them Out

33:55 Step 3 – Be Seen: Smart Distribution (1:Many, 1:Few, 1:1)

35:20 Capturing In-Market Demand: ABM, Review Sites, and Google Ads

36:20 What Changed From 2025? Why Cataloguing Is the Missing...

This is your last chance to join our Demand Gen Course – The B2B Incubator – before doors close on Friday, 28 November.

https://theb2bplaybook.com/demand-generation-course-december

Inside the program, you’ll get:

• On-demand materials you can work through in your own time
• 3x live Q&A sessions with George to get your questions answered and stay accountable
• A proven framework trusted by marketers in both SaaS and services

Alison at RIVET used it to build a demand engine that now sources 70% of pipeline from marketing.

Allister Hamilton used it to triple his pipeline in services.

If you’re a small marketing team and want to stop chasing bad leads and start building a system that drives real revenue — this is your shot.

👉 Register now before doors close Friday, 28 November: https://theb2bplaybook.com/demand-generation-course-december

B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It

Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets.

But none of that matters if buyers don’t remember you when a real buying moment hits.

In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics.

We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact.

Tune in and learn:

+ How to build memory with future buyers using CEPs and distinctiveness

+ How to measure brand with ABLE, brand lift, and responsible reach

+ How to position the brand function so leadership finally takes it seriously

If you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”.

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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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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 – Why B2B brand can’t be a “service team”

02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child”

04:55 – The big mistake: defining brand by outputs, not memory

07:20 – What a real B2B brand marketing strategy must achieve

09:50 – Why buyer memory beats in-market optimisation

12:40 – Category Entry Points: the triggers future buyers already use

15:30 – How many CEPs to focus on (and why consistency wins)

18:10 – Distinctiveness vs differentiation for B2B brand

21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more

24:40 – Channel mix for building memory efficiently

28:00 – How to measure brand: ABLE & responsible reach

31:30 – Selling brand to your CFO without sounding fluffy

35:10 – Small-team B2B brand playbook to beat bigger competitors

38:40 – Mascots, characters & distinctive brand assets in B2B

42:20 – Why customer logos can sabotage your brand ads

45:20 – The danger of chasing differentiation too early

48:40 – How Asana applies evidence-based brand principles in practice

52:30 – A pep talk for B2B brand marketers who want impact

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

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