In this interview, Mariana Just, Vice President of Global Revenue Marketing for Acrolinx, discusses the critical importance of content marketing and how it can impact the success of a business. She emphasizes the need for organizations to view content as an asset. She highlights the significance of thought leadership content in educating customers and providing a great customer experience throughout the buying cycle, as well as its direct impact on pipeline development and revenue. “There is no demand generation without content. Some organizations say that they need to build their demand generation function and that engine—and want to bring content in later. Absolutely not! You either need to have that content machine going, or you bring them both together at the same time. That is absolutely vital.” - Mariana Just

In this interview, Steve MacDonald interviews Nancy Maluso, a seasoned B2B marketing expert with a background as a leading CMO, a Chief Strategy Officer, a Forrester Analyst specializing in B2B GTM consulting, and former Vice President of Sales. Nancy shares her insider insights from consulting with B2B companies while at Forrester to implement sales and marketing strategies from the C-Suite. Most importantly, Nancy discusses why B2B CMOs fail so quickly, unpacking the statistic that they fail at twice the rate of CEOs and have the shortest tenure of any other C-Suite role. She shares her perspective on why this is happening and how to be more successful CMOs as a result.

In this podcast interview, Amy Kohl, CEO and Founder of AK Operations, shares 10 unbeatable go-to-market and conversion strategies that have produced award-winning results. AK Operations specializes in scalable go-to-market and revenue operations programs and emphasizes the importance of understanding prospects deeply. They leverage closed sales revenue data to create relevant customer profiles and develop targeted content that educates and supports B2B buyers. Amy also highlights the significance of highly targeted email nurture sequences that allow for rapid testing and refinement, plus the three foundational pillars of excellent content, strategic marketing automation, and meticulous management of contact databases for a successful go-to-market strategy.

Mary Keough, Head of Marketing at Map My Customers, highlights the Top 10 challenges and key considerations in B2B content marketing. She emphasizes the importance of prioritizing content and securing support from the C-suite while stressing the need to focus on the right distribution channels to reach audiences effectively. Furthermore, Mary discusses how her B2B company utilizes podcasts to create their highest-quality content, including customer interviews, case studies, and prospect interviews, to strengthen their product-market fit and maintain connections with potential customers. Lastly, she shares valuable tips on growing your content budget.

Mariana Just, Acrolinx's VP of Revenue Marketing, highlights the significance of team collaboration across content marketing, demand generation, and business development teams with shared compensation and goals, transforming marketing into a revenue-driving force focused on pipeline creation vs. MQLs.

In this podcast episode, four-time CMO Chip House challenges the notion that the marketing qualified lead (MQL) is dead, arguing that it still holds value but has been abused by marketers. He emphasizes the need for marketing and sales alignment, exploring new ways to reach buyers beyond the traditional MQL definition, and the importance of understanding buyers and building relationships with them.

In today's show, we welcome special guest Michael Bayer, a fractional CMO focused on B2B companies using ABM sales. We explore the intriguing realm of content marketing and its influence on B2B brands. Michael shares insights from his thought-provoking article, "True Thought Leadership Goes Beyond Labels," emphasizing the importance of understanding the essence of thought leadership instead of simply using the term.

In this interview with Dawn Crew, CMO of Trulioo, she shares her view of what it takes to create successful B2B marketing, starting with her perspective that “Content is the conversation that we have with our prospects and customers in the market. Content is the conversation vehicle, and it is so important that we have a point of view or something to say about the things that are on the minds of our customers.”