In this video, we break down what OpenAI's new ChatGPT ads mean for B2B marketers, and why it's probably not the performance channel you should be betting on in 2026.

We cover:

→ The background behind OpenAI's push into advertising and why they're starting with B2C

→ Why ChatGPT ads are unlikely to impact B2B marketing anytime soon (ad-free business/enterprise tiers, limited tracking, shopping-focused formats)

→ How buyer discovery is shifting from search + social toward AI assistants

→ Our 3-point framework (based on the Five B's) to prepare your B2B marketing for the age of LLMs

If you are a B2B founder or marketer wondering whether you should be spending on ChatGPT ads, or trying to figure out how to get your brand surfaced in AI-driven search results, this episode is for you.

Tune in and learn:

✅ Why the fundamentals of trust-building and demand gen matter more than ever

✅ How to tighten your ICP messaging so LLMs actually surface your brand

✅ The content and distribution strategies that build organic visibility in ChatGPT

✅ How to set up measurement and UTM practices now so you're ready when B2B ads do arrive

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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 - Intro

01:40 - What's happening with ChatGPT ads

03:54 - Does AI make the Five B's Framework obsolete?

07:06 - Why ChatGPT ads won't help B2B marketers yet

13:49 - B2C vs B2B: Why OpenAI is targeting consumers first

15:49 - The Five B's still stand the test of time

16:00 - 3-point framework to prepare for ChatGPT ads

16:08 - Step 1: Be Ready - tighten your ICP and messaging

19:27 - Why LLM context makes ICP clarity even more critical

20:42 - Step 2: Be Helpful - build trust with content at scale

23:46 - Growth is about people, not platforms

24:31 - Step 3: Be Seen - measurement, distribution, and experimentation 27:41 - Practical action points and repurposing strategy

30:00 - Key takeaways and recap

31:17 - Outro

S08 E222 - The B2B Playbook

#chatgpt #b2bmarketing #chatgptads

If you're competing against companies with massive marketing budgets, paid ads alone won’t win.

In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels.

In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them.

So Alex took a different path.

Instead of competing directly, he built partnerships with associations and corporations to distribute pet insurance to their employees and members.

We break down exactly how the B2B2C strategy works, how to land partnerships, and how to activate them so they actually generate revenue.

Tune in and learn:

+ Why competing head-on in B2C markets is often a losing game

+ How to use partnerships as a distribution channel

+ The activation tactics that turn partnerships into real revenue

If you're a founder or marketer trying to grow in a competitive category, this episode will change how you think about distribution.

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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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Why Small Brands Lose in Paid Acquisition

00:35 Competing Against Big Insurance Brands

02:00 Why Alex Started PetsOnMe

03:30 The Hidden Monopoly in Pet Insurance

05:30 Why B2C Marketing Was Impossible to Win

07:00 The Real Cost Advantage Big Brands Have

09:00 The Pivot: Discovering the B2B2C Marketing Strategy

10:00 What B2B2C Looks Like in Practice

12:50 Turning Pet Insurance Into an Employee Benefit

15:00 Finding the Right Corporate Partners

17:00 Why Signing the Partnership Is Only 10% of the Work

19:00 The Key to Getting HR Managers Interested

20:50 The Fitness First Example of B2B2C Growth

22:00 How to Stay Top of Mind With Corporate Partners

24:00 The 3-Way Win That Makes B2B2C Work

26:00 The Due Diligence Corporates Will Do On You

28:00 Activating Members After the Partnership Is Signed

29:00 Creative Activation: The Cutest Dog Competition

31:00 Why Data Is Harder in B2B2C Partnerships

33:00 Using Events and Talks to Drive Signups

35:00 Why Face-to-Face Still Converts Best

36:30 Personalised Marketing That Converts

39:00 Managing 70+ Partnerships Without Chaos

40:00 When to Kill a Partnership Quickly

42:00 The Most Important Rule in B2B2C Partnerships

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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

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

S08 E222 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2b2c #partnerships

If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.

We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business.

This isn’t theory. It’s a practical framework for small teams trying to prove brand works.

We unpack:

- Why brand keeps losing to performance

- Why “consideration” is usually measured wrong

- How to use Category Entry Points (CEPs)

- The 95:5 rule explained simply

- And how to measure mental availability without a massive budget

Tune in and learn:

- Why growth is driven by memory, not persuasion

- The 3 brand metrics every B2B team should track

- How to turn brand into a performance engine

If you’re in a B2B team trying to punch above your weight, this is mandatory viewing.

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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: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Why Brand Keeps Losing Budget in B2B

02:10 Brand vs Performance: Vibes vs System

04:00 Why Finance Doesn’t Fund “Brand”

07:10 The Science Behind How Brands Actually Grow

10:00 Brand = Memory (Not Campaigns)

12:30 Why Loyalty & Word of Mouth Don’t Drive Growth

14:00 What Are Category Entry Points (CEPs)?

17:00 Why Small Brands Grow Slower

20:30 How to Measure Brand Properly in B2B

25:00 Breaking Consideration Into 3 Metrics

30:00 Measuring Brand Without a Big Budget

31:40 The 95:5 Rule Explained

34:00 Brand Lift vs Vanity Metrics

36:00 Brand & Performance Aren’t Enemies

37:40 What Brand Teams Should Report

41:10 Protecting Consistency

43:00 The 3 Jobs of Brand Marketing

44:50 How Small Teams Can Start Today

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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

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

S08 E221 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration