Tl;dr

There’s no “perfect moment” in B2B—only buyers moving on their own messy timelines. Your job? Be memorable before they raise their hand. Educate (don’t pitch), earn trust, use gates strategically, and treat content registrations as signals, not sales-ready leads. Then orchestrate ABM + programmatic lead gen to surround the buying group.

Top Takeaways

• Kill the myth of timing. Buying isn’t linear. Plan for always-on visibility across channels your buyers already trust.
  
  

• Education is marketing. Teach with a point of view and personality so people remember you when it counts.
  
  

• Trust beats tactics. If they trust you, they’ll trade an email for real value. If they don’t, no funnel hack saves you.
  
  

• Gate with intent. Use fair value exchange (events, assessments, premium guides). Minimize form friction and avoid gating everything.
  
  

• Registrations ≠ leads. Treat downloads as retargeting signals to progress accounts, not hot hand-raisers to toss to sales.
  
  

• Programmatic lead gen works (when nurtured). Pay-per-registration from trusted publishers + disciplined nurture = pipeline lift, not instant demos.
  
  

• ABM is a team sport. Use content signals to move accounts from top → mid → bottom of funnel and activate the whole buying group.

Chapter Guide (Timestamps)

• 00:00–03:30 — Cold open + housekeeping; LinkedIn stream fun; attendee roll call.
  
  

• 02:59–04:00 — Meet Josh Baez (Netline, ex-ON24, Terminus).
  
  

• 04:57–07:18 — New: Pipeline Growth Assessment (free, 5 min) + next month’s guest April Dunford.
  
  

• 09:34–12:18 — Why attention’s harder: Google’s “blue link” era is over; content ≠ traffic anymore.
  
  

• 12:18–18:12 — Death of the Perfect Moment: buyers choose their moment; you can’t force it.
  
  

• 15:53–19:31 — Trust > direct response; most buyers aren’t in-market; build mindshare early.
  
  

• 20:26–23:17 — Education that sticks: make learning memorable (Josh’s Survivor & Grey’s Anatomy webinars).
  
  

• 24:24–26:30 — The “dead internet” vibe on LinkedIn: why generic AI content kills recall.
  
  

• 28:29–35:00 — To gate or not to gate? Use value exchange; one form can unlock a library; friction as a feature (the coffee filter analogy).
  
  

• 39:50–44:36 — ABM x Signals: use content downloads to move entire accounts mid-funnel; don’t hand to sales yet.
  
  

• 47:36–51:13 — Programmatic Lead Gen: pay-per-reg from trusted pubs; nurture or it backfires.
  
  

• 54:23–56:30 — Rapid-fire: surround buyers everywhere; brand recall is the job of marketing.
  
  

• 56:58–58:52 — How Josh AIs: voice-notes on walks → organize in ChatGPT → pick formats.
  
  

• 58:52–59:45 — Wrap + invites to next session; feedback request on the assessment.

Memorable Lines

• “There is no perfect moment anymore—buyers decide when they’re ready.”
  
  

• “Education is marketing. If no one remembers it, it didn’t happen.”
  
  

• “It’s the filter that makes coffee worth drinking—some friction improves intent.”
  
  

• “Treat gated downloads as signals, not sales pitches.”

What We Covered (At a Glance)

• Attention Strategy: How to stay top-of-mind in a world of passive learning and fragmented research.
  
  

• Content That Wins: From frameworks and workbooks to themed webinars—why personality multiplies recall.
  
  

• Gating Strategy: When to gate (events, assessments, premium guides), when not to, and how to minimize friction.
  
  

• Signal-Driven ABM: Using registrations to escalate accounts (not just people) from TOFU → MOFU.
  
  

• Programmatic Lead Gen: Reaching buyers on trusted publishers; why nurture is non-negotiable.

Resources & Links (mentioned)

• Pipeline Growth Assessment — 5-minute diagnostic + prioritized action plan.
  
  

• Netline Marketing Mastery Workbook — templates & worksheets Josh uses IRL.
  
  

• Next Month: Live session with April Dunford on positioning + sales pitch alignment.
  
  

Who Should Watch

B2B CMOs, demand gen leaders, and GTM teams who need higher-quality pipeline, better brand recall, and a practical playbook for engaging buyers long before they “request a demo.”

Act on It

1. Pick one premium asset to gate with intent (event, assessment, or workbook).
   
   

2. Route all new registrations to a MOFU nurture—not sales.
   
   

3. Use those signals to light up ABM across the buying group (LinkedIn, publishers, email).

PS: Have feedback on the assessment? Paul wants it. It’s brand new.