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A practical field guide for founders and small B2B teams finding customers, explaining their product, and helping people succeed with it. Understand your buyers, help them choose, and learn from what happens. Last reviewed: 2026-09-06 · Reading edit: 2026-09-12 You might be preparing a customer call, writing an outreach email, or wondering what to do with a disappointing campaign report. Start with that problem. The guides combine explanations, examples, and worksheets you can adapt to your own work. Free to read. You can make private working copies of the templates under the reuse terms.

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What are you working on?

If you would like a guided start, choose a path below. Each brings together a guide, a filled example, and a working file.

Find your first customers

Choose one audience to explore and a useful question to ask them.

Start a conversation

Prepare a relevant message and a simple way to learn from replies.

Follow up after an event

Turn a conversation into an agreed next step with a clear owner.
Already know what you need? Go straight to a guide: Looking for something else? Open Browse chapters in the navigation to find the guide you need, from white papers and communities to pipeline planning.

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Pick up something useful

Try a working file

Turn a guide into a brief, checklist, scorecard, or plan you can use with your team.

Find a modern tool

Compare a focused shortlist by the job it does, where it fits, and what to check.

Read a company case

See what PostHog, Buffer, and Zapier reported doing, with sources and limits.

Give your agent a starting point

Use the same guides and templates in a task with Claude, Codex, or another agent.

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Read it like a book

You can also follow a short reading path. Skip what you already know; the guides are meant to help with your work, not become extra homework. Finding your first customers: Explore an idea → test the demand → choose an ICP → find the first ten. Making your offer easier to buy: Positioning → messaging → homepage → demo. Building a repeatable marketing plan: Channel strategy → content strategy → GTM planning → measurement.

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Browse the nine chapters

Browse the chapter that fits your task. Each introduction suggests a short route through the reading; the rest is there when you need it.

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A note from the editor

I’m Ivan Xu, the founder of Lensmor. I maintain B2B Playbook to make the everyday work of building and marketing a B2B product easier to think through. Bring a question, try an example, and use what helps in your own situation. The guides bring together sourced methods, illustrative examples, and reusable working files. Examples are labelled; company-reported results are not independent audits. Adapt the advice to your customers, team, and market. If a step is confusing or an example feels too far from your work, tell me where you got stuck. Please leave out private customer information. Current coverage: 131 published playbooks · 56 working files · 43 curated tools · 20 reading sources · 9 domain guides The library is published in English. A separate Chinese introduction is available on GitHub.

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Agent Skill

Try: “Use $b2b-playbook to review these five target accounts. Explain who fits, what is still unknown, and one sensible next step for each.” The Skill provides guidance. It does not send messages or change your CRM. How to use it. If a page helps, star the repository to save it or share that page with someone facing the same problem. The source is public to read; it is not published under an open-source license. See the copyright and reuse terms for copying and republication.