# B2B Playbook > A practical field guide for founders and small B2B teams finding customers, explaining their product, and helping people succeed with it. - [B2B Playbook](https://b2-b-playbook.mintlify.app/index.md): A practical field guide for founders and small B2B teams. Find help for the customer, content, and growth work in front of you. - [Three practical starting paths](https://b2-b-playbook.mintlify.app/playbooks/start-here.md) - [Agent Skill](https://b2-b-playbook.mintlify.app/skill.md): Install the B2B Playbook Skill for Claude, Codex, and other agents. - [Copyright](https://b2-b-playbook.mintlify.app/copyright.md) - [01 · Strategy & buyers](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/index.md) - [Idea discovery](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/idea-discovery.md): A field guide to finding a B2B problem worth solving: where to look, how to investigate, and when to keep going or walk away. - [Idea validation](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/idea-validation.md): Turn a promising B2B problem into a testable offer, run a useful pilot, and decide what the evidence justifies building next. - [Ideal customer profile (ICP)](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/icp.md): Choose the customers you can serve well, distinguish fit from timing, and turn account evidence into a practical marketing and sales focus. - [Wedge](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/wedge.md): Choose a specific first job to win, make the whole customer experience support it, and test expansion without abandoning what already works. - [Buying committee](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/buying-committee.md): Find out who must agree to a purchase, understand what each person needs, and help your contact carry a clear decision through the company. - [First ten customers](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/first-ten-customers.md): Find suitable early buyers, make a clear first offer, help them reach a useful result, and learn which parts of the sale you can repeat. - [Product-market fit](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/product-market-fit.md): Judge product-market fit with evidence about customer outcomes, continued use, payment, demand, and delivery—then decide what to improve next. - [Four Fits](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/four-fits.md): Check whether the customer, product experience, acquisition path, and business model work together before changing how you grow. - [Market research](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/market-research.md) - [Segmentation](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/segmentation.md) - [Buyer journey](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/buyer-journey.md) - [Jobs to be done](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/jobs-to-be-done.md) - [Category entry points](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/category-entry-points.md) - [Competitive alternatives](https://b2-b-playbook.mintlify.app/playbooks/01-strategy-and-buyers/competitive-alternatives.md) - [02 · Product marketing](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/index.md) - [Positioning](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/positioning.md) - [Messaging](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/messaging.md) - [Competitive intelligence](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/competitive-intelligence.md) - [Pricing and packaging](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/pricing-and-packaging.md) - [Product launch](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/product-launch.md) - [Sales enablement](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/sales-enablement.md) - [Demo](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/demo.md) - [Change friction](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/change-friction.md) - [Value proposition](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/value-proposition.md) - [Proof and claims](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/proof-and-claims.md) - [03 · Brand, story & content](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/index.md) - [Founder story](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/founder-story.md) - [Content strategy](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/content-strategy.md) - [Case study](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/case-study.md) - [White paper](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/white-paper.md) - [Brand strategy](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/brand-strategy.md) - [Brand narrative](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/brand-narrative.md) - [Thought leadership](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/thought-leadership.md) - [Newsletter](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/newsletter.md) - [Webinar](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/webinar.md) - [Podcast](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/podcast.md) - [Video](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/video.md) - [Community-led growth](https://b2-b-playbook.mintlify.app/playbooks/03-brand-story-and-content/community-led-growth.md) - [04 · Channels & distribution](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/index.md) - [Channel strategy](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/channel-strategy.md) - [SEO and AEO](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/seo-and-aeo.md) - [Community](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/community.md) - [Creator partnership](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/creator-partnership.md) - [Product Hunt](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/product-hunt.md) - [Content syndication](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/content-syndication.md) - [LinkedIn organic](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/linkedin-organic.md) - [Paid media](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/paid-media.md) - [Review sites](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/review-sites.md) - [Paid search](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/paid-search.md) - [Paid social](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/paid-social.md) - [Retargeting](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/retargeting.md) - [PR and media](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/pr-and-media.md) - [Content distribution](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/content-distribution.md) - [Content repurposing](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/content-repurposing.md) - [05 · Outbound & prospecting](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/index.md) - [Account research](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/account-research.md) - [Buying signals](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/buying-signals.md) - [Message-market fit](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/message-market-fit.md) - [Cold email](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/cold-email.md) - [Multichannel sequence](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/multichannel-sequence.md) - [SDR onboarding](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/sdr-onboarding.md) - [Contact data](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/contact-data.md) - [Cold call](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/cold-call.md) - [LinkedIn outbound](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/linkedin-outbound.md) - [Contact research](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/contact-research.md) - [Email deliverability](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/email-deliverability.md) - [Reply handling](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/reply-handling.md) - [SDR handoff](https://b2-b-playbook.mintlify.app/playbooks/05-outbound-and-prospecting/sdr-handoff.md) - [06 · Account, field & partner marketing](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/index.md) - [Event marketing](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/event-marketing.md) - [Trade shows](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/trade-shows.md) - [Executive dinners](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/executive-dinners.md) - [Ecosystem](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/ecosystem.md) - [Account planning](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/account-planning.md) - [ABM strategy](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/abm-strategy.md) - [One-to-one ABM](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/one-to-one-abm.md) - [One-to-few ABM](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/one-to-few-abm.md) - [Direct mail](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/direct-mail.md) - [Partner marketing](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/partner-marketing.md) - [Affiliate program](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/affiliate-program.md) - [Channel marketing](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/channel-marketing.md) - [Co-marketing](https://b2-b-playbook.mintlify.app/playbooks/06-account-field-and-partner/co-marketing.md) - [07 · Website & conversion](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/index.md) - [Homepage](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/homepage.md) - [Comparison page](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/comparison-page.md) - [Pricing page](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/pricing-page.md) - [Demo request](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/demo-request.md) - [Landing page](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/landing-page.md) - [Forms and chat](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/forms-and-chat.md) - [Website strategy](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/website-strategy.md) - [Product page](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/product-page.md) - [Documentation and resource center](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/documentation.md) - [Lead magnet](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/lead-magnet.md) - [Conversion-rate optimization](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/conversion-rate-optimization.md) - [Self-service buying](https://b2-b-playbook.mintlify.app/playbooks/07-website-and-conversion/self-service-buying.md) - [08 · Lifecycle & customer marketing](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/index.md) - [Customer success](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-success.md) - [Customer onboarding](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-onboarding.md) - [Onboarding communication](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/onboarding-communication.md) - [CS-leadership ramp](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/cs-leadership-ramp.md) - [CS workspace](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/cs-workspace.md) - [Revenue churn](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/revenue-churn.md) - [Lead nurture](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/lead-nurture.md) - [Expansion marketing](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/expansion-marketing.md) - [Renewal marketing](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/renewal-marketing.md) - [Lifecycle email](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/lifecycle-email.md) - [Customer education](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-education.md) - [Customer community](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-community.md) - [Customer advocacy](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-advocacy.md) - [Referral program](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/referral-program.md) - [Review program](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/review-program.md) - [Win-back](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/win-back.md) - [09 · Operations, pipeline & measurement](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/index.md) - [Sales compensation](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/sales-compensation.md) - [Forecasting](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/forecasting.md) - [Lead scoring](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/lead-scoring.md) - [GTM planning](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/gtm-planning.md) - [Budget and planning](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/budget-and-planning.md) - [Marketing org](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/marketing-org.md) - [Sales-leadership ramp](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/sales-leadership-ramp.md) - [CRM data model](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/crm-data-model.md) - [MarTech governance](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/martech-governance.md) - [Sales operating cadence](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/sales-operating-cadence.md) - [Company cadence](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/company-cadence.md) - [Incentive timing](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/incentive-timing.md) - [RevOps compensation](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/revops-compensation.md) - [Experimentation](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/experimentation.md) - [GTM AI maturity](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/gtm-ai-maturity.md) - [AI use-case selection](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/ai-use-case-selection.md) - [AI workflow](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/ai-workflow.md) - [Measurement model](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/measurement-model.md) - [Funnel model](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/funnel-model.md) - [Pipeline model](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/pipeline-model.md) - [Lifecycle stages](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/lifecycle-stages.md) - [Account scoring](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/account-scoring.md) - [Routing and SLA](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/routing-and-sla.md) - [Attribution](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/attribution.md) - [Dashboards](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/dashboards.md) - [Privacy and compliance operations](https://b2-b-playbook.mintlify.app/playbooks/09-operations-pipeline-and-measurement/privacy-and-compliance-operations.md) - [Company use cases](https://b2-b-playbook.mintlify.app/use-cases/index.md) - [PostHog: make the product usable before the public launch](https://b2-b-playbook.mintlify.app/use-cases/posthog-launch.md) - [Buffer: turn proven writing into distribution relationships](https://b2-b-playbook.mintlify.app/use-cases/buffer-syndication.md) - [Zapier: find a stated integration need before building](https://b2-b-playbook.mintlify.app/use-cases/zapier-first-customers.md) - [Working files](https://b2-b-playbook.mintlify.app/TEMPLATES.md) - [Working files](https://b2-b-playbook.mintlify.app/templates/overview.md) - [Four-fits card](https://b2-b-playbook.mintlify.app/templates/four-fits.md) - [AI teammate brief](https://b2-b-playbook.mintlify.app/templates/ai-teammate-brief.md) - [Campaign brief (GACCS)](https://b2-b-playbook.mintlify.app/templates/campaign-brief.md) - [Messaging hierarchy](https://b2-b-playbook.mintlify.app/templates/messaging.md) - [Alternative card](https://b2-b-playbook.mintlify.app/templates/competitive-intelligence.md) - [Product launch card](https://b2-b-playbook.mintlify.app/templates/product-launch.md) - [Wedge card](https://b2-b-playbook.mintlify.app/templates/wedge.md) - [Founder-story card](https://b2-b-playbook.mintlify.app/templates/founder-story.md) - [Marketing strategy inputs](https://b2-b-playbook.mintlify.app/templates/marketing-strategy-inputs.md) - [Budget card](https://b2-b-playbook.mintlify.app/templates/budget-and-planning.md) - [Marketing org card](https://b2-b-playbook.mintlify.app/templates/marketing-org.md) - [Buying-signal card](https://b2-b-playbook.mintlify.app/templates/buying-signals.md) - [Message-market-fit card](https://b2-b-playbook.mintlify.app/templates/message-market-fit.md) - [Peer-community room card](https://b2-b-playbook.mintlify.app/templates/community.md) - [Creator-partnership card](https://b2-b-playbook.mintlify.app/templates/creator-partnership.md) - [Content-syndication test](https://b2-b-playbook.mintlify.app/templates/content-syndication.md) - [LinkedIn organic card](https://b2-b-playbook.mintlify.app/templates/linkedin-organic.md) - [Paid-media brief](https://b2-b-playbook.mintlify.app/templates/paid-media.md) - [Review-site card](https://b2-b-playbook.mintlify.app/templates/review-sites.md) - [Cold-call card](https://b2-b-playbook.mintlify.app/templates/cold-call.md) - [LinkedIn outbound card](https://b2-b-playbook.mintlify.app/templates/linkedin-outbound.md) - [Executive-dinner table card](https://b2-b-playbook.mintlify.app/templates/executive-dinners.md) - [Show capture and priority](https://b2-b-playbook.mintlify.app/templates/show-capture.md) - [ABM system card](https://b2-b-playbook.mintlify.app/templates/abm-strategy.md) - [Homepage brief](https://b2-b-playbook.mintlify.app/templates/homepage.md) - [Comparison-page brief](https://b2-b-playbook.mintlify.app/templates/comparison-page.md) - [Pricing-page brief](https://b2-b-playbook.mintlify.app/templates/pricing-page.md) - [Demo-request brief](https://b2-b-playbook.mintlify.app/templates/demo-request.md) - [Landing-page brief](https://b2-b-playbook.mintlify.app/templates/landing-page.md) - [Interaction card](https://b2-b-playbook.mintlify.app/templates/forms-and-chat.md) - [Case-study brief](https://b2-b-playbook.mintlify.app/templates/case-study.md) - [White-paper brief](https://b2-b-playbook.mintlify.app/templates/white-paper.md) - [Nurture-state card](https://b2-b-playbook.mintlify.app/templates/lead-nurture.md) - [Onboarding welcome packet](https://b2-b-playbook.mintlify.app/templates/onboarding-welcome.md) - [Expansion card](https://b2-b-playbook.mintlify.app/templates/expansion-marketing.md) - [Renewal card](https://b2-b-playbook.mintlify.app/templates/renewal-marketing.md) - [Revenue churn card](https://b2-b-playbook.mintlify.app/templates/revenue-churn.md) - [CS-leadership 90 days](https://b2-b-playbook.mintlify.app/templates/cs-leadership-90.md) - [Sales-leadership 90 days](https://b2-b-playbook.mintlify.app/templates/sales-leadership-90.md) - [Company-cadence card](https://b2-b-playbook.mintlify.app/templates/company-cadence.md) - [Measurement card](https://b2-b-playbook.mintlify.app/templates/measurement-model.md) - [AI workflow card](https://b2-b-playbook.mintlify.app/templates/ai-workflow.md) - [AI-native B2B GTM tool directory](https://b2-b-playbook.mintlify.app/TOOLS.md) - [GTM reading sources & operators](https://b2-b-playbook.mintlify.app/RESOURCES.md)