# The B2B Playbook

> The B2B Playbook is a Sydney-based B2B marketing education and demand generation business founded by George Coudounaris and Kevin Chen. Its free podcast and newsletter, paid courses, consulting and campaign services apply the 5 BEs framework to help lean teams connect marketing to pipeline and revenue.

- **Founded:** 2021
- **Headquarters:** Sydney, Australia
- **Founders:** George Coudounaris (Co-founder; podcast co-host; demand generation practitioner), Kevin Chen (Co-founder; podcast co-host; paid media practitioner)
- **Products:** The B2B Playbook podcast, The Weekly Playbook, Demand Generation Course / The B2B Incubator, Demand Generation Agency, B2B Marketing Consulting
- **Notable:** Company reports more than 200 podcast episodes., Company reports 315+ graduates and framework use across 30+ countries., Published Leadwave case reports 3× ROI including fees and first six-figure deals; self-reported case evidence.

## Products & services

- **The B2B Playbook podcast** — Free educational show applying the 5 BEs, with practitioner interviews and tactical breakdowns; first episode published August 2, 2021.
- **The Weekly Playbook** — Free weekly B2B revenue newsletter; company reports 2,300+ subscribers.
- **Demand Generation Course / The B2B Incubator** — Currently a six-week programme: $497 USD foundations only, $997 full self-serve, $1,997 first cohort seat, $1,497 additional seats; done-with-you support $8,400/month with a three-month minimum. Historical Incubator format and pricing differed.
- **Demand Generation Agency** — Founder-run strategy and paid campaigns; retainers start at $2,250 USD/month plus separate media spend.
- **B2B Marketing Consulting** — $2,750 USD one-time setup and $1,150/month advisory, advertised without lock-in.
- **Playbook University** — Catalogue includes demand generation, B2B marketing, LinkedIn Ads, content repurposing, events and Chief Revenue School.
- **Closed Circuit Selling** — Book by Adem Manderovic and George Coudounaris, edited by Kevin Chen, covering Revenue Alignment Architecture; promoted on the current website.

## Achievements

- Company reports more than 200 podcast episodes.
- Company reports 315+ graduates and framework use across 30+ countries.
- Published Leadwave case reports 3× ROI including fees and first six-figure deals; self-reported case evidence.

## Latest updates

- **2026-07** — Episode #237 revisited the full 5 BEs framework for 2026 and 2027; published July 13.
- **2026-08** — Episode #241 covered Be Helpful and B2B content strategy; published August 10.
- **2026-10** — Current site features a lead-scoring article explaining account fit, committee buying and contract timing; exact publication day not independently established.

## Links

- Website: https://theb2bplaybook.com/
- LinkedIn: https://www.linkedin.com/company/the-b2b-playbook/
- YouTube: https://www.youtube.com/@theb2bplaybook

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Profile page: https://yespress.io/the-b2b-playbook
Published by YesPress — https://yespress.io
Last updated: 2026-10-09