Playbook · v1.0 · free

The Host-Led Pipeline playbook.

The whole method in 64 pages. Who to invite, how to invite them, how to score fit before the host's time is spent, what to ask during a 30-minute recording, and how that conversation becomes pipeline.

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pdf + editable docs and sheets · for B2B teams with ACV ≥ $15k

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A B2B lead generation playbook for host-led pipeline.

This free B2B lead generation playbook is the whole method in 64 pages: who to invite, how to invite them, how to score fit before recording, and how to follow up once the episode is out.

contents · 8 chapters

Six steps. Two bookends.

Chapters 2 to 7 follow the engine in order: source, invite, qualify, record, convert, compound. Chapter 1 makes the case. Chapter 8 does the math.

  1. 01 · Why invitations get answered, 6 pages
  2. 02 · Guest criteria and the first 300, 9 pages
  3. 03 · Sequences and sending setup, 10 pages
  4. 04 · The 15-minute pre-interview, 7 pages
  5. 05 · The 30-minute run of show, 8 pages
  6. 06 · Handoff and follow-up, 8 pages
  7. 07 · Clips, referrals, season two, 6 pages
  8. 08 · Plan the season, report the week, 10 pages
the engine, steps 1–6 the case and the mathwidth = page count · p.1 → p.64
[ch_01]6 pp

Why invitations get answered

Executives who ignore pitches accept a stage. The channel math behind that, and who it lets you reach.

out: the case, in numbers
[ch_02] source9 pp

Guest criteria and the first 300

Five filters turn an ICP into a list: title, stage, funding, niche, trigger event. Build 50, calibrate, then 300.

out: criteria sheet + list tracker
[ch_03] invite10 pp

Sequences and sending setup

Separate domains, a 12-day warm-up, three sequences under the host's name, and the ramp after day 18.

out: 3 annotated sequences
[ch_04] qualify7 pp

The 15-minute pre-interview

A producer call that scores fit before the host's time is spent. Script, five signals, three routing bands.

out: script + scoring sheet
[ch_05] record8 pp

The 30-minute run of show

Warm-up, five questions, one next step. Each question surfaces priorities, pain, urgency or the buying committee.

out: host brief template
[ch_06] convert8 pp

Handoff and follow-up

Notes and episode into the CRM the same day. A follow-up that opens with what the guest said on the record.

out: handoff note + follow-up set
[ch_07] compound6 pp

Clips, referrals, season two

Every episode cut into clips and quote cards. The two-line referral ask. Why cost per meeting drops each season.

out: clip plan + referral ask
[ch_08]10 pp

Plan the season, report the week

Work back from a quarterly pipeline target to invitations per week. Then report weekly, from send to signed.

out: season worksheet + weekly report
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preview · 2 of 64 pages

Two pages, unedited.

The first invitation from chapter 3 and the scoring sheet from chapter 4, as they appear in the book.

excerpt / ch_03 · p.22sequence_01 · email 1 of 3
from
{{host_name}} · show domain
subject
{{first_name}}, a guest spot on {{show_name}}

Hi {{first_name}}, I host {{show_name}}, a 30-minute interview show where {{segment}} leaders walk through one call they'd make again and one they wouldn't.note 1

Your {{trigger_event}} is the kind of decision our guests are working through right now.note 2

Would you join me on the record? It's remote, our producer handles prep and the edit, and you approve every clip before it goes out.note 3

If that's a yes, reply with a week that suits you.note 4

  1. Audience and format in one line. Peers say yes to peers.
  2. One reason: why them, why now. The trigger event does the work.
  3. Time, effort, control. Answered before anyone asks.
  4. One ask. No calendar link in the first email.
email 1 · day 0the invitation
email 2 · day 3one new reason
email 3 · day 7close the loop
stopson replysign-offhost, before day 18
excerpt / ch_04 · p.31scoring sheet

The producer scores every accepted guest after the 15-minute pre-interview. The host sees the score before the calendar invite.

guest: vp engineering · series b devtoolsExample data
  • icp_match

    Title, stage and segment match the criteria sheet.

  • stated_priority

    Names what has to go right in the next 12 months.

  • pain_own_words

    Says where the plan feels fragile, unprompted.

  • pressure

    A deadline, budget cycle or board ask is attached.

  • committee

    Names whose phone rings first, and who signs.

score8/ 10
7–10book the host, flag for CRM handoff 4–6a later slot, or a roundtable seat on Network 0–3thank them; no host slot, no handoff

The full chapters add emails 2 and 3, the other two sequences, the pre-interview script, and the note that tells each guest what happens next.

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readers

Written for the people who'll run it.

[01]~2 hrs / week

Founders who'll host

Your name is on the invitations and your voice is on the recording. Chapters 5 and 6 cover your part of the week.

start at: ch_05
[02]~25 hrs / week

Sales and marketing leads

Your team runs research, invitations, producing and editing in-house. Budget roughly 25 hours a week to do it well. Chapters 2 to 4 and 8 are the operating manual.

start at: ch_02
[03]referral-led

Agencies and consultancies

Partners who want to host the buyers they advise. Chapter 7 covers the loop where past guests introduce their peers.

start at: ch_07

Not written for B2C, products under $5k ACV, or teams measuring downloads. Chapter 8 assumes a senior buyer and a contract of $15k or more.

Check your fit
get.playbook

Four fields. 64 pages.

The link goes to your work email: the PDF plus the template pack as documents and sheets your team can copy.

formatpdf + docs + sheets length8 chapters · 64 pp templates12, editable cost$0
client · cf-03 · ch_04 in practicePlaceholder testimonial
The pre-interview notes were better than our discovery calls.
VP Sales, fintech infrastructure
playbook.requestdemo · nothing is sent

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calculatorsModel assumptions

Run your numbers next to chapter 8.

The book's worked examples use the calculator defaults: $40,000 ACV, 34% acceptance, 1 in 3 recorded guests to opportunity, 25% win rate. Swap in yours.

calculator · pairs with ch_08

Guest-to-pipeline ROI

Recorded guests a month, your ACV and a tier in. Pipeline, revenue and break-even deals out.

Run the numbers → calculator · pairs with ch_01

Cost per meeting

Invitations, cold email and paid social side by side. Cold email can win per meeting; compare cost per opportunity.

Run the numbers → calculator · pairs with ch_08

Season planner

Start from a quarterly pipeline target. Get the recorded guests, acceptances and invitations it takes, plus a tier.

Run the numbers →

Prefer it live? The monthly workshop covers chapters 2 and 3 with your own ICP in 45 minutes. Free.

Save a workshop seat
in-house: ~25 hrs / week · done for you: ~2 hrs / week

The method is free. The hours aren't.

Read it and run it with your team. Or apply, and your host spends about two hours a week while we run research, invitations, production and handoff.

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