The B2B Playbook

Building a thriving community and life as an in-house marketer.

Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?

In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.

If you're tired of figuring it all out alone, this is the episode for you.

Tune in and learn:

+ The biggest challenges in-house B2B marketers face (and how to solve them)

+ Why community is becoming a MUST for B2B marketers

+ How Axel built Generate into a 300+ member strong B2B marketing hub

This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.

-----------------------------------------------------

🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

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

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

-----------------------------------------------------

00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot

04:00 What It’s Really Like Being an In-House B2B Marketer

07:30 The Challenges of Growing a SaaS Marketing Team

10:50 How to Work Effectively with Sales as a Marketer

14:20 The Realities of Building a Marketing Funnel from Scratch

17:40 Why Most B2B Marketing Strategies Fail

21:00 Live Events Are Back – But Should You Host One?

25:00 The Birth of the Generate Community

28:40 How to Build a B2B Community That Actually Works

32:30 The Power of Learning from Other Marketers

36:50 The Future of Generate and What’s Next for Axel

40:30 Final Thoughts: Why Community is the Future of B2B Marketing

-----------------------------------------------------

👥 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

S07 E173 - The B2B Playbook

#demandgeneration #demandgen

#b2bmarketing #community #b2bcommunity