---
name: b2b-playbook
description: Turn B2B marketing work into evidence-aware outputs using market, positioning, demand, account-program, lifecycle, and tool-selection guidance. Use when the user needs a concrete plan, checklist, template, software shortlist, or next action; do not use for generic inspiration or legal advice.
---

# B2B Playbook

Produce a usable artifact or decision, not broad advice.

## Route the task

| Need | Read |
|---|---|
| Find a marketing domain or tactic | `playbooks/README.md` |
| Scope a domain or plan a not-yet-published tactic | The relevant domain `README.md` linked from `playbooks/README.md` |
| Idea discovery (candidate, three ingredients, three paths) | `playbooks/01-strategy-and-buyers/idea-discovery.md` |
| Idea validation (pain and pull) | `playbooks/01-strategy-and-buyers/idea-validation.md` |
| ICP or account qualification | `playbooks/01-strategy-and-buyers/icp.md` |
| Wedge / first niche / audience plus use case | `playbooks/01-strategy-and-buyers/wedge.md` then `templates/wedge.md` |
| Buying committee | `playbooks/01-strategy-and-buyers/buying-committee.md` |
| First ~10 customers (handmade, not scalable) | `playbooks/01-strategy-and-buyers/first-ten-customers.md` |
| Product-market fit (love, pay, pull) | `playbooks/01-strategy-and-buyers/product-market-fit.md` |
| Four Fits / market-product-channel-model | `playbooks/01-strategy-and-buyers/four-fits.md` |
| Positioning / so-what value / what to position | `playbooks/02-product-marketing/positioning.md` |
| Messaging / message hierarchy / value lines | `playbooks/02-product-marketing/messaging.md` then `templates/messaging.md` |
| Product launch / launch tier / not every feature | `playbooks/02-product-marketing/product-launch.md` then `templates/product-launch.md` |
| Competitive intelligence / alternative card / battlecard | `playbooks/02-product-marketing/competitive-intelligence.md` then `templates/competitive-intelligence.md` |
| When and how much to charge | `playbooks/02-product-marketing/pricing-and-packaging.md` |
| First-meeting sales pitch | `playbooks/02-product-marketing/sales-enablement.md` |
| Demo / product walk after the pitch | `playbooks/02-product-marketing/demo.md` |
| Crowded category / prevention value / friction of the fix | `playbooks/02-product-marketing/change-friction.md` |
| Which pages to write first | `playbooks/03-brand-story-and-content/content-strategy.md` |
| Case study / customer story / proof URL | `playbooks/03-brand-story-and-content/case-study.md` |
| White paper / sourced long argument / ungated default | `playbooks/03-brand-story-and-content/white-paper.md` |
| Founder story / lived scene / founder-led | `playbooks/03-brand-story-and-content/founder-story.md` then `templates/founder-story.md` |
| Campaign / content brief (goal, audience, unique take, channels, stakeholders) | `playbooks/03-brand-story-and-content/content-strategy.md` then `templates/campaign-brief.md` |
| Marketing strategy inputs / ranked ICPs / four levers / big bets / KPO | `playbooks/09-operations-pipeline-and-measurement/gtm-planning.md` then `templates/marketing-strategy-inputs.md` |
| AI teammate / GPT / Gem instructions for a GTM job | `playbooks/09-operations-pipeline-and-measurement/ai-workflow.md` then `templates/ai-teammate-brief.md` |
| Which growth motion is primary | `playbooks/04-channels-and-distribution/channel-strategy.md` |
| SEO / AEO / show up in AI answers | `playbooks/04-channels-and-distribution/seo-and-aeo.md` |
| Vertical community / peer intro / AMA in an existing room | `playbooks/04-channels-and-distribution/community.md` |
| KOL / newsletter / podcast partnership / co-create | `playbooks/04-channels-and-distribution/creator-partnership.md` |
| Product Hunt / launch-day amplifier | `playbooks/04-channels-and-distribution/product-hunt.md` |
| Content syndication / rented MQLs | `playbooks/04-channels-and-distribution/content-syndication.md` |
| LinkedIn organic / founder feed / company page | `playbooks/04-channels-and-distribution/linkedin-organic.md` |
| Paid ads / creation vs capture / retargeting job | `playbooks/04-channels-and-distribution/paid-media.md` |
| Review sites / G2 / buyer-visible reviews | `playbooks/04-channels-and-distribution/review-sites.md` |
| Account research | `playbooks/05-outbound-and-prospecting/account-research.md` |
| Buying signal / job change / funding / which sentence this week | `playbooks/05-outbound-and-prospecting/buying-signals.md` |
| Message-market fit / before AI SDR / handmade outbound test | `playbooks/05-outbound-and-prospecting/message-market-fit.md` |
| Mobile / phone data / right-person numbers | `playbooks/05-outbound-and-prospecting/contact-data.md` |
| Cold email | `playbooks/05-outbound-and-prospecting/cold-email.md` |
| Cold call / phone opener / objection as reaction | `playbooks/05-outbound-and-prospecting/cold-call.md` |
| LinkedIn outbound / connection request / social selling | `playbooks/05-outbound-and-prospecting/linkedin-outbound.md` |
| Multichannel outbound | `playbooks/05-outbound-and-prospecting/multichannel-sequence.md` |
| SDR / BDR onboarding or ramp | `playbooks/05-outbound-and-prospecting/sdr-onboarding.md` |
| Event strategy | `playbooks/06-account-field-and-partner/event-marketing.md` |
| Trade-show execution | `playbooks/06-account-field-and-partner/trade-shows.md` |
| Executive dinner / small roundtable | `playbooks/06-account-field-and-partner/executive-dinners.md` |
| Ecosystem / partners who already have trust | `playbooks/06-account-field-and-partner/ecosystem.md` |
| Account planning / named-account 30/60/90 | `playbooks/06-account-field-and-partner/account-planning.md` |
| ABM / account tiers / what is not ABM / account-driven GTM | `playbooks/06-account-field-and-partner/abm-strategy.md` |
| Homepage / 10-second scan / site door | `playbooks/07-website-and-conversion/homepage.md` |
| Landing page / campaign URL / message match | `playbooks/07-website-and-conversion/landing-page.md` |
| Comparison page / vs page / competitor URL | `playbooks/07-website-and-conversion/comparison-page.md` |
| Pricing page / show the number / value metric on site | `playbooks/07-website-and-conversion/pricing-page.md` |
| Demo request / high-intent form / speed-to-lead | `playbooks/07-website-and-conversion/demo-request.md` |
| Forms / chat / what to collect / HDYHAU | `playbooks/07-website-and-conversion/forms-and-chat.md` |
| Customer success / post-sale book | `playbooks/08-lifecycle-and-customer-marketing/customer-success.md` |
| Customer onboarding / first value / education vs implementation | `playbooks/08-lifecycle-and-customer-marketing/customer-onboarding.md` |
| Onboarding packet / welcome / handoff notes | `playbooks/08-lifecycle-and-customer-marketing/onboarding-communication.md` |
| CCO / VP CS first 90 days | `playbooks/08-lifecycle-and-customer-marketing/cs-leadership-ramp.md` |
| CS workspace / health fields / 4Rs | `playbooks/08-lifecycle-and-customer-marketing/cs-workspace.md` |
| Gross vs net revenue churn / NRR leak | `playbooks/08-lifecycle-and-customer-marketing/revenue-churn.md` |
| Lead nurture / drip / pre-sale education | `playbooks/08-lifecycle-and-customer-marketing/lead-nurture.md` |
| Expansion / upsell / land and expand | `playbooks/08-lifecycle-and-customer-marketing/expansion-marketing.md` |
| Renewal / value packet / horizon clock | `playbooks/08-lifecycle-and-customer-marketing/renewal-marketing.md` |
| Sales compensation / quota, OTE, accelerators | `playbooks/09-operations-pipeline-and-measurement/sales-compensation.md` |
| Clawbacks, holdbacks, or sales draws | `playbooks/09-operations-pipeline-and-measurement/incentive-timing.md` |
| RevOps / sales-ops leader variable pay | `playbooks/09-operations-pipeline-and-measurement/revops-compensation.md` |
| Forecasting / pipeline hygiene / call the quarter | `playbooks/09-operations-pipeline-and-measurement/forecasting.md` |
| Weekly sales meetings / 13-week cadence | `playbooks/09-operations-pipeline-and-measurement/sales-operating-cadence.md` |
| Company cadence / launch vs close / lightning strike | `playbooks/09-operations-pipeline-and-measurement/company-cadence.md` |
| Lead scoring / MQL threshold / routing hypothesis | `playbooks/09-operations-pipeline-and-measurement/lead-scoring.md` |
| GTM plan / demand vs sales capacity | `playbooks/09-operations-pipeline-and-measurement/gtm-planning.md` |
| Marketing budget / CAC payback / monthly headcount | `playbooks/09-operations-pipeline-and-measurement/budget-and-planning.md` then `templates/budget-and-planning.md` |
| First marketer / marketing org / π-shape / fuel vs engine seats | `playbooks/09-operations-pipeline-and-measurement/marketing-org.md` then `templates/marketing-org.md` |
| GTM tests / hypotheses / experiment log | `playbooks/09-operations-pipeline-and-measurement/experimentation.md` |
| Measurement / attribution / HDYHAU / two scoreboards | `playbooks/09-operations-pipeline-and-measurement/measurement-model.md` |
| GTM AI maturity / “we are AI-native” | `playbooks/09-operations-pipeline-and-measurement/gtm-ai-maturity.md` |
| Which AI use case / Five P’s / not which tool | `playbooks/09-operations-pipeline-and-measurement/ai-use-case-selection.md` |
| AI workflow / agent stages / HITL gates | `playbooks/09-operations-pipeline-and-measurement/ai-workflow.md` |
| VP Sales / sales-leader first 90 days | `playbooks/09-operations-pipeline-and-measurement/sales-leadership-ramp.md` |
| CRM data model / field map / migration | `playbooks/09-operations-pipeline-and-measurement/crm-data-model.md` |
| MarTech governance / vendor bake-off | `playbooks/09-operations-pipeline-and-measurement/martech-governance.md` |
| Working file (Sheet / Doc / Slides blank) | `TEMPLATES.md` |
| Software selection | `TOOLS.md` |
| Newsletters, KOLs, or reading sources | `RESOURCES.md` |
| Partner with a newsletter or operator (not just read them) | `playbooks/04-channels-and-distribution/creator-partnership.md` |

If the master index marks a requested topic as planned, read the relevant domain README for its scope, decisions, build order, and interfaces. State that no complete tactic playbook is published yet; do not fabricate one or silently substitute an adjacent tactic.

All maintained playbook, tool, working-file, reading-source, and Skill content is in English. The root README is English. A Chinese entrance lives in `README.zh.md` and must stay a full mirror of coverage counts.

## Working rules

- Begin with the buyer, account, business problem, current alternative, and observable trigger.
- Label important judgments as fact, observation, assumption, or to validate.
- Write `unknown` and a discovery action when evidence is missing.
- Use the playbook's template and label every external case with a source and date. If the playbook links a file in `templates/`, point the user there for Google Sheets/Docs/Slides; do not paste a third-party member template.
- For software selection, prefer a qualified AI-native product or modern infrastructure over a legacy default, but never treat novelty or AI marketing copy as evidence of fit.
- Give each tool one primary category, state a real limitation, label established benchmarks, and disclose when a product is maintained by the repository owner.
- For reading sources, use `RESOURCES.md`. Treat grades as editorial evidence, not a ranking. A newsletter is not a case study and does not override a published playbook.
- When adding a third-party web link, preserve existing query parameters and append `ref=b2b-playbook` to the query string before any fragment. Do not add it to repository-internal or canonical-source links.
- End with a concrete next action and the metric that will evaluate it.
- Never invent customer facts, contacts, proof points, legal requirements, or performance claims.
- Do not expose or request credentials, customer lists, private contacts, or unapproved sources.

## Default output

Unless the user requests another format, produce:

1. the decision or recommended operating path;
2. the evidence supporting it;
3. assumptions and unknowns;
4. a copyable working artifact;
5. a pre-flight checklist;
6. the next action and review metric.