> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.
# B2B Playbook
> A practical field guide for founders and small B2B teams. Find help for the customer, content, and growth work in front of you.
A practical field guide for founders and small B2B teams finding customers, explaining their product, and helping people succeed with it.
**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](/copyright).
## 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.
Choose one audience to explore and a useful question to ask them.
Prepare a relevant message and a simple way to learn from replies.
Turn a conversation into an agreed next step with a clear owner.
Already know what you need? Go straight to a guide:
| Your question | A good place to start |
| ----------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------- |
| Who should we sell to first? | [Ideal customer profile](/playbooks/01-strategy-and-buyers/icp#10-minute-field-test) |
| How do we explain why someone should choose us? | [Positioning](/playbooks/02-product-marketing/positioning) |
| What should we say in a cold email? | [Cold email](/playbooks/05-outbound-and-prospecting/cold-email) |
| Is this event worth attending? | [Event marketing](/playbooks/06-account-field-and-partner/event-marketing) |
| What should the founder post on LinkedIn? | [Founder story](/playbooks/03-brand-story-and-content/founder-story) → [LinkedIn organic](/playbooks/04-channels-and-distribution/linkedin-organic) |
| Which marketing work is bringing customers? | [Measurement model](/playbooks/09-operations-pipeline-and-measurement/measurement-model) |
Looking for something else? Open **Browse chapters** in the navigation to find the guide you need, from white papers and communities to pipeline planning.
## Pick up something useful
Turn a guide into a brief, checklist, scorecard, or plan you can use with your team.
Compare a focused shortlist by the job it does, where it fits, and what to check.
See what PostHog, Buffer, and Zapier reported doing, with sources and limits.
Use the same guides and templates in a task with Claude, Codex, or another agent.
## 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](/playbooks/01-strategy-and-buyers/idea-discovery) → [test the demand](/playbooks/01-strategy-and-buyers/idea-validation) → [choose an ICP](/playbooks/01-strategy-and-buyers/icp) → [find the first ten](/playbooks/01-strategy-and-buyers/first-ten-customers).
**Making your offer easier to buy:** [Positioning](/playbooks/02-product-marketing/positioning) → [messaging](/playbooks/02-product-marketing/messaging) → [homepage](/playbooks/07-website-and-conversion/homepage) → [demo](/playbooks/02-product-marketing/demo).
**Building a repeatable marketing plan:** [Channel strategy](/playbooks/04-channels-and-distribution/channel-strategy) → [content strategy](/playbooks/03-brand-story-and-content/content-strategy) → [GTM planning](/playbooks/09-operations-pipeline-and-measurement/gtm-planning) → [measurement](/playbooks/09-operations-pipeline-and-measurement/measurement-model).
## 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.
| Chapter | What you will work on |
| -------------------------------------------------------------------------------------------- | -------------------------------------------------------------------- |
| [01 · Strategy & buyers](/playbooks/01-strategy-and-buyers) | The problem, the customer, and the first signs of demand |
| [02 · Product marketing](/playbooks/02-product-marketing) | Positioning, messaging, pricing, launches, and demos |
| [03 · Brand, story & content](/playbooks/03-brand-story-and-content) | Founder stories, customer cases, white papers, and content plans |
| [04 · Channels & distribution](/playbooks/04-channels-and-distribution) | LinkedIn, search, communities, creators, ads, and launches |
| [05 · Outbound & prospecting](/playbooks/05-outbound-and-prospecting) | Research, buying signals, cold email, calls, and sequences |
| [06 · Account, field & partner](/playbooks/06-account-field-and-partner) | ABM, account plans, events, trade shows, dinners, and partners |
| [07 · Website & conversion](/playbooks/07-website-and-conversion) | The pages and forms that help buyers take the next step |
| [08 · Lifecycle & customer](/playbooks/08-lifecycle-and-customer-marketing) | Onboarding, nurture, customer success, renewals, and expansion |
| [09 · Operations, pipeline & measurement](/playbooks/09-operations-pipeline-and-measurement) | Planning, budgets, CRM, measurement, AI workflows, and team routines |
## 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](https://github.com/weilun88313/B2B-Playbook/issues/new?template=reader-feedback.yml). 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](https://github.com/weilun88313/B2B-Playbook/blob/main/README.zh.md) is available on GitHub.
## Agent Skill
```bash theme={null}
npx skills add weilun88313/B2B-Playbook
```
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](/skill).
If a page helps, [star the repository](https://github.com/weilun88313/B2B-Playbook) 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](/copyright) for copying and republication.