What strategies best engage B2B buyers with content today?

Brett Malinowski

Marketing Director · Whop

Highlight Audience Outcomes

Brett Malinowski says to focus on the outcome the person receives from using your tool rather than its features, since the first step in copywriting is understanding what people want.

The answer starts at 9:14.

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Bridget Evans

Global Head of Business Marketing · Spotify

Influencer Marketing

Bridget Evans says being smarter about influencer marketing in B2B is one of her top picks, saying there is room to get creative with creator marketing and use CMOs or media buyers as advocates.

The answer starts at 37:40.

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Kate Rundell

Board Member · Association Of National Advertisers

Mid-Funnel Video

Kate Rundell says her team has had success with mid-funnel video, which she calls the missing middle, because it connects brand to demand and gives concrete data like traffic and click-through.

The answer starts at 13:56.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Authentic Storytelling

Katie Miserany says authentic storytelling and brand matter most, urging marketers to pick stories they can authentically connect with, because companies that do will stand out in this next chapter.

The answer starts at 37:38.

AJ Wilcox

Founder B2Linked - The LinkedIn Advertising Agency · B2linked | Linkedin Ads Performance Agency

Video‑Centric Personal Content

AJ Wilcox says video-centric personal content is what he uses, because the fastest way to get someone to know, like and trust you is with video and a personal connection.

The answer starts at 6:55.

Lee Odden

Chief Executive Officer · Toprank Marketing

Multi-Channel Distribution

Lee Odden says multi-channel distribution is one pillar of his Best Answer Marketing approach, since being the best answer requires publishing where buyers prefer to spend time.

The answer starts at 45:27.

Elizabeth Maxson Martinet

Chief Marketing Officer · Contentful

Business‑to‑Human Approach

Elizabeth Maxson Martinet says a business-to-human approach is another big thing for them: at Contentful they try to talk to people as humans and acknowledge the experience without over-personalizing from a data perspective.

Andy Crestodina

Co-Founder and Chief Marketing Officer · Orbit Media Studios

Fix Sales Pages

Andy Crestodina says the shortest, fastest path to more leads is not content marketing but fixing sales pages, since people leave them unedited for years.