Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Similar to OnBase: Smashing Sales and Marketing Misalignments
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Ep. 510 | How Strategic Content Fuels B2B Growth
Manage episode 462333956 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Epiosde Summary
In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content.
About the Guest
Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement.
Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility.
Key Takeaways
- Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces.
- Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials.
- Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior.
- The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes
On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.”
Tech Recommendations
- AI tools like ChatGPT and Copilot
- Gong for recording calls and deeper insights Recommended Resource
Podcasts:
- B2B Marketing with Dave Gerhardt
Books:
- Obviously Awesome
Connect with Becky | Follow us on LinkedIn | Website
532 episodes
Share
Manage episode 462333956 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Epiosde Summary
In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content.
About the Guest
Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement.
Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility.
Key Takeaways
- Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces.
- Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials.
- Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior.
- The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes
On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.”
Tech Recommendations
- AI tools like ChatGPT and Copilot
- Gong for recording calls and deeper insights Recommended Resource
Podcasts:
- B2B Marketing with Dave Gerhardt
Books:
- Obviously Awesome
Connect with Becky | Follow us on LinkedIn | Website
532 episodes
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Similar to OnBase: Smashing Sales and Marketing Misalignments
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
The Partnership Economy explores the power of partnerships through candid conversations and stories with industry leaders. Our hosts, David A. Yovanno, CEO and Todd Crawford, Co-founder, of impact.com, unpack the future of partnerships as a lever for scale and an opportunity to put the consumer first.
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continue reading
The fun email marketing podcast. Sell more of your online courses, grow your membership and bring in more coaching clients with email marketing that doesn't stink. Sound good? Then join your fellow Email Marketing Heroes for your weekly dose of fun, practical, yet brutally honest email marketing advice. You can listen in to a piping hot, fresh episode every 'Email Marketing Wednesday' or if you prefer learning with your eyes instead of your ears, we turn each episode into a full written blog ...
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…
continue reading
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continue reading
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1
The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
10k279
No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
…
continue reading
Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
…
continue reading
Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
…
continue reading
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