#202: Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort
The B2B Playbook · 2025-10-26 · 23 min
Episode notes
Good Friction vs Bad Friction in B2B Marketing: Stop Wasting Buyer Effort Too many teams removed every barrier and called it “buyer-first.” The result? Leaky funnels, vanity MQLs, and zero commercial insight. In this episode, we show how to use good friction to earn trust, capture context, and actually help buyers make better decisions (without annoying them). We (George Coudounaris & Kevin Chen) break down where friction belongs in your buyer journey, when gating makes sense, and how to turn forms, events, and content into useful market intel. We also dig into progressive profiling and cataloguing so Sales get timing, permission, and real-world context they can act on. We’ll show standout moments like: why you should stop gating case studies, how to design “good friction” for community signups and workshops, and a simple green-yellow-red scoring method to fix bad friction fast.
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