In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.

We cover:

How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.

If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.

Tune in and learn:

Two quick diagnostics to spot a frequency problem, why 7 day audiences beat 30 day ones, a hack for the engagement objective, and how to make sure you're actually reaching the decision makers.

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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:

0:00 Intro

1:23 The Five B's framework refresher

2:56 Why LinkedIn frequency caps matter right now

8:51 How many impressions does it take to be remembered?

10:23 The ideal frequency range

11:37 LinkedIn's native frequency caps and their limits

13:38 Diagnostic: do you have a frequency problem?

15:46 How to build a company level frequency cap

18:36 Why 7 day audiences beat 30 day audiences

21:10 Adapting your thresholds to your ICP

23:18 A frequency hack for the engagement objective

25:04 When to hand engaged accounts to sales

26:22 Diagnostic: check impressions by job title

27:37 Tools like Fibbler and Factors AI

29:30 Outro

How to Stop Big Companies Eating Your LinkedIn Ads Budget - The B2B Playbook

In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.

We cover:

Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.

If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you.

Tune in and learn:

How to swap status updates for insights that actually change your go to market motion, why closed lost deals deserve as much attention as wins, and how a blended scorecard gets every team working toward the same pipeline.

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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:

0:00 Intro

2:44 The Five B's framework refresher

3:46 Turning your sync meeting into a feedback loop

4:46 Why sales and marketing alignment matters more now

9:12 Why sync meetings turn into to do lists

10:39 Swap updates for dashboards and closed loops

14:42 Does marketing need to prove its value to sales?

18:02 Closing the loop with customer success and closed lost deals

19:31 What info should flow between sales, marketing and CS

22:46 Getting aligned on ICP and key accounts

24:21 Using AI note takers without losing the human touch

25:29 Tip: ask AI for direct quotes with timestamps

26:27 Tip: use templates and cap your action points

27:27 How measurement and incentives break alignment

32:49 Do SLAs between teams actually help?

33:27 One dashboard with clear owners

35:19 Outro

Why Your Sales and Marketing Alignment Meeting Isn't Working - The B2B Playbook

In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.

We cover:

→ Why lead scoring answers a much narrower question than most teams think

→ How individual contact scores miss the whole buying committee

→ Why engagement looks like intent when the real blocker is timing

→ What cataloging the market is and how to run it

→ How to use a simple score as an overlay, not the operating model

If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.

Tune in and learn:

→ The data you actually need before a scoring model means anything

→ The questions that surface vendor, contract renewal and circle back permission

→ How to build one shared account map for marketing and sales

→ Where SDRs fit into the cataloging motion

→ How to feed sales and CS feedback back into your scoring over time

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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:

0:00 Intro and why lead scoring breaks

0:46 Today's topic: does lead scoring actually work

1:15 George heads to Greece for a family wedding

2:06 Live translation in an incubator consultation

3:17 The 5 P's framework explained

4:29 What we're covering this episode

4:54 B2B buying is account based and committee led

6:15 Lead scoring answers a very narrow question

8:28 Why lead scoring breaks and splits sales and marketing

9:49 Do you even have enough data to score leads

11:15 The B2B Incubator

12:06 What you should actually do with lead scoring data

13:12 What cataloging the market means

14:29 Building the account view: intent, timing, blockers

16:06 Use scoring as an overlay, not the operating model

18:06 Review false positives and missed opportunities

18:47 Our demand generation agency

19:26 Working backwards from closed won deals

20:32 One to one conversations and the SDR role

21:55 Key takeaways