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EP14: What is Working in B2B Demand Gen in 2026?
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This webinar is best for
Meet Your Speaker
George Coudounaris
Co-host of The B2B Playbook · Co-founder, The B2B Incubator
George co-created the 5 BEs Framework because he kept running into the same problem in B2B: teams had marketing advice, but no system tying any of it together. What started as a podcast (now 200+ episodes) turned into Playbook University (400+ graduates), where he works with B2B teams across SaaS, services, and manufacturing to build demand gen that connects to revenue. He will walk through the exact steps, in order, that his teams run every day.
Why Attend
There is no shortage of demand gen content out there. The problem is most of it is fragmented. You get advice on LinkedIn ads in one place, content strategy in another, sales alignment somewhere else.
George has spent years packaging what works into a single framework that B2B teams can follow step by step. In this session, he will walk through that framework live, share what is producing results in 2026, and give you a clear picture of what good execution looks like at each stage.
If you have been doing the work but feel like the pieces are not connecting, this session is built for that.
What You'll Walk Away With
1. What "being ready" means before you spend anything on content or ads
Most teams skip the foundational work and go straight to execution. George will walk through how to define your ICP properly, map the situations that put buyers in market (he calls these Category Entry Points), and set up the feedback loops that keep your team close to what customers care about.
2. The 5 BEs Framework: a step-by-step demand gen system
Each stage builds on the one before it. George will walk through all five and show what execution looks like at each step, so you leave with a clear map of what to do and in what order.
3. How to create content that builds trust before buyers are ready to buy
Everyone says "be helpful." George will get into what that looks like in practice. How to produce educational content that addresses real problems your buyers have, builds your authority in the category, and moves the business forward instead of sitting on a blog no one reads.
4. Distribution plays that are working right now
LinkedIn thought leadership ads, paid media sequencing, targeted outreach…George will share what his team is running in 2026, what is producing pipeline, and the frameworks behind the execution.
5. How to get marketing, sales, and CS working as one team
Most demand gen advice stops at the MQL. George will walk through Revenue Alignment Architecture, a system he co-developed for getting marketing, sales, and customer success operating from the same playbook instead of running parallel processes that never talk to each other.
Who Should Attend
This session is for you if you're:
- A content marketer or demand gen lead who has been executing but feels like the pieces are not connecting
- A head of marketing or founder looking for a system that ties marketing activity to pipeline
- A growth marketer doing demand gen with a lean team and needs a framework that fits
- A revenue leader trying to get marketing, sales, and CS pulling in the same direction.
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