18 APR 2024 · Do we still need to think about taxonomy, metadata, and structured content in this new AI-infused business world? Rebecca Schneider, Executive Director of Content at AvenueCX, says that yes, you do. She explained why in our latest podcast episode    Among the topics discussed:  - What is taxonomy design and why is it important for companies to do?  - The role of taxonomy and metadata when you are using generative AI and LLMs.  - How does taxonomy help improve data retreival and analysis in AI systems.  - How can you leverage taxonomy as part of an AI or ML project.   About Rebecca  Rebecca is co-founder of AvenueCX, an enterprise content strategy consultancy. Her areas of expertise include content strategy, taxonomy development and structured content. She has guided content strategy in a variety of industries: automotive, semiconductors, telecommunications, retail, and financial services.  Where You Can Find Rebecca:  - https://www.linkedin.com/in/rebeccaschneider/  - http://rebeccaaschneider.com/  - https://avenuecx.com/  - https://twitter.com/avenuecx?lang=en 

25 MAR 2024 · With only 1% of your total addressable market actively in-market for a solution like yours, you’re missing a huge opportunity to connect with and engage the other 99%, so that when they are ready, they think of you. Tyler Lessard, founder of Outside-In Marketing, helps B2B companies build audiences of engaged followers and future buyers through a process he calls “Outside-In.” He joined us on the podcast to explain why you need to reframe your strategy and how.   Tyler discussed:  - What media brands do so well that B2B marketers don't  - Thinking like a media brand vs. becoming a media brand  - A framework to kickstart your media brand journey  - How to build explicit conversion paths into your media strategy  About Tyler Lessard    Tyler Lessard is the Founder of Outside-In Marketing.  He is a creator, builder, and fearless marketer with 20+ years experience in marketing strategy, audience development, demand gen, and brand building. As VP Marketing at Vidyard, Tyler built two new B2B categories, launched and grew the Sales Feed media network to 150,000+ followers, and got sued by the Alabama Space Camp (more on that another time). He now teaches other marketers how to reframe their GTM strategy through the lens of their audience as a way to build highly engaged communities of followers, fans, and future customers.  Where You Can Find Tyler:  - LinkedIn: https://www.linkedin.com/in/tylerlessard  - Website: https://www.tylerlessard.com/   - https://www.salesfeedmedia.com/ 

21 FEB 2024 · In episode 2, we decode the customer mindset and explore why businesses often fall short of understanding their customers as they truly wish. Discover the pitfalls of guesswork in defining customer needs, preferences, and pain points. Christine Crandell from B2B Customer Guru joins us to share real-world examples and stories that explain why you need to understand your customers from the outside-in to deliver the best marketing conversion and loyalty. Here are some of the topics we discussed: - Christine says that customer experience is both a mindset and a business strategy. Why? - What is the role of Sales in CX? - Companies, specifically SaaS, struggle with onboarding and followed by the consistent /increasing usage. What can Sales, Marketing, and CSMs do differently to remedy this challenge? - Churn is a universal challenge. Poor customer experience leads to churn; is it that simple? Or are there experience touchpoints between purchase and renewal that contribute to churn? What can marketers / CSMs do? About Christine Crandell Christine Crandell is an engaging and passionate business-to-business marketing executive with deep expertise in customer experience and experience-led growth strategies. She advises CEOs, Board of Directors, and sales and marketing leaders on how to align their teams to dramatically improve revenue performance and influence their market's buying cycles. Over the years she has served 110 clients on three continents including Good Technology/Blackberry, CSIRO, Oracle, Digital Realty, Cloudera, Playvox, Introhive, and Pantheon.io. She leverages her personal experience of having been "in the trenches" and "moving the needle" in her writing, blogging and speaking. Her approach to marketing and strategy has led to recognition as one of Silicon Valley’s Most Influential Women by the Silicon Valley/San Jose Business Journal. Christine sits on several boards including the Canadian Ontario Innovation Cluster. She shares her thought leadership in numerous articles that have appeared in Business Week, Forbes, CMO.com, CMSWire, Investor Business Daily and other business publications. Where You Can Find Christine: - Website - https://app.vieww.io/v/b2bcustomerguru - LinkedIn: https://www.linkedin.com/in/christinecrandell/ - Email - https://b2bcustomer.guru Additional Resources - https://www.cmswire.com/customer-experience/what-b2b-buyers-want-and-ways-to-align-your-customer-journeys/ - https://www.cmswire.com/customer-experience/buyers-hate-b2b-content-heres-how-to-fix-it/ - https://www.spiceworks.com/marketing/customer-experience/guest-article/overcome-cx-gaps-with-experience-led-growth/ - https://www.cmswire.com/customer-experience/from-franken-monster-to-delight-rehabilitating-the-state-of-customer-experience/

1 FEB 2024 · We've been talking about Content 4.0 for years and working out how it fits into Industry 4.0, also known as the Fourth Industrial Revolution. Part of our work has been to figure out what Content 4.0 means for our approaches to content strategy, engineering, and operations. This already felt a little futuristic. But guess what? Some people have now started talking about Industry 5.0! This prompts us to consider the prospect of Content 5.0. What might that be? Can it be made into an idea that offers us something useful? Joe Gollner of Gnostyx Research joined us on the podcast to fill us in on what Content 4.0 is, what Content 5.0 might mean, and what you need to do to prepare your company now for what’s coming. Some topics: - What is Content 4.0 and Content 5.0? - Joe’s view on content strategy today and why it might be wrong. - Does Content 4.0/5.0 force us to change our approach to content strategy - The relationship between content strategy, content operations, and content engineering. - On being a dance dad. Link to the slides Joe refers to in the discussion About Joe Gollner Joe is the Managing Director of Gnostyx Research Inc. (http://www.gnostyx.com/) where he specializes in providing objective and research-based guidance on the development, management, and strategic use of content technologies. In this field, he is a veteran implementer with over 30 years of experience, and he is well-known for mixing leading-edge ideas (and all too frequently concocting them) with highly pragmatic implementation tactics. He has Masters degrees from both the University of Oxford (Literature) and McGill University (Management), blogs about Content and Management (http://www.gollner.ca/), and is pursuing doctoral research into the role of AI-enabled text analytics in the management of organizations. Where You Can Find Joe: - LinkedIn: https://www.linkedin.com/in/jgollner/ - Company Website: https://gnostyx.com/ - Personal Website: https://www.gollner.ca/ - Joe’s bio: https://www.gollner.ca/biography.html

5 DEC 2023 · Matt Reiner is a Content Creator for K15t, a company that provides solutions for Atlassian. He has worked on multiple product teams in a range of roles including technical writer, product marketer, content designer, and speaker. Matt joined us on the podcast to talk about the challenges and opportunities related to creating and managing product information. Some of our discussion included: - The benefit of embedding AI into product information - and the challenges the can arise when it is. - The importance of in-app messaging. - The tools and processes needed in product management for capturing and managing product information and documentation. - How to both document insights and the decisions made from them. - Opening product documentation tools to everyone for read and edit access. About Matt Matt Reiner is an experienced Content Strategist with a demonstrated history of working in the computer software industry. He is skilled in Agile Scrum framework and related tools, Communication, Technical Writing, Video Production, Customer Interaction, and Strategic Planning. A strong writing and media professional, Matt presents at content strategy and product information management conferences, including LavaCon. Matt has a Bachelor of Science focused in Computer Information System Technology from the University of Pittsburgh. Where You Can Find Matt: - LinkedIn: https://www.linkedin.com/in/matthewreiner/ - X (formerly Twitter): https://twitter.com/reinermatthew - Website: https://www.k15t.com/ Additional Resources: - https://www.k15t.com/blog/2023/02/the-hidden-life-of-information-in-product-development - https://www.k15t.com/blog/2023/03/release-notes-a-guide-to-improving-communication-with-users - https://www.k15t.com/blog/2023/06/in-app-messaging-for-product-teams-types-best-practices-and-real-life-examples#InAppMessagingforProductTeams:Types,BestPractices,andRealLifeExamples-Bonus:BestPracticesforEffectiveIn-AppMessaging

16 NOV 2023 · Mark Kilens knows a thing or two about how to build and grow relationships that drive engagement and grow revenue for B2B companies. He developed a go-to-market business strategy that relies on relationships and partners to create, capture, and convert demand into revenue. It’s about putting people at the center of everything the business does. Mark joined us on the podcast to talk about his GTM model, why content marketing is ripe for disruption, what he learned during his time at HubSpot and Drift, and why community and the right content are so important for business success today. Some topics included: - Describing the people-first GTM model and what it’s comprised of. - Why you need to build an audience first. - What a content-led growth model is. - The TACT network and the work involved in creating a media network. - What sailing has to do with his new company. About Mark Kilens Mark Kilens is the CEO and Co-founder of TACK, a media network and go-to-market firm helping businesses create, capture, and convert demand into revenue. TACK helps B2B organizations transform how they grow using their proprietary People-first GTM model and approach. He previously was CMO of Airmeet, a leading virtual and hybrid event platform, overseeing Airmeet’s global marketing team responsible for brand, demand, lifecycle, and product marketing. Before that, he was the VP of Content and Community at Drift where he led the brand, content, creative, and events teams. He oversaw Drift’s community, Drift Insider, which has 65,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events. Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. He built the HubSpot Academy from the ground up, educating and certifying millions of people and helping grow HubSpot to more than $600 million in revenue. Where You Can Find Mark: - LinkedIn: https://www.linkedin.com/in/markkilens/ - X (formerly Twitter): https://twitter.com/MarkKilens - Website: https://www.tackgtm.com/ Additional Resources: - TACT Network: https://tacknetwork.com/ - ClubPF: https://clubpf.co/ - People-first GTM Model: https://www.tackgtm.com/people-first-gtm-model

26 SEP 2023 · Many people believe category design is this huge undertaking meant only for enterprise companies but we're looking at it the wrong way. Pablo Gonzalez, co-founder of the Category Thinkers Community joined us on the podcast to help us understand how category design is and how it fits into our go-to-market motions. We also talked about the role of content in category design, the key elements of building a category and how Category Thinkers got started. Some topics discussed: - How Pablo got started in category design. - Who owns category design in the organization? - Why you need to completely rethink marketing. - The key elements of category building. About Pablo Gonzalez Pablo Gonalez is co-founder and co-host of the Category Thinkers Community and Podcast. Category Thinkers is a free community that brings together people interested in category design. He’s also CEO and Co-Founder of Be the Stage, a consultancy that helps companies drive business through community creation, the host of the B2B Community Builder Show Podcast, and co-host of Not Your Average Investor Show (a top 10% podcast). Where You Can Find Pablo: - LinkedIn: https://www.linkedin.com/in/pablotheconnector/ - Website: https://bethestage.live/ - Category Thinkers Community: https://www.categorythinkers.com/ - Category Thinkers Podcast: https://podcasts.apple.com/us/podcast/category-thinkers/id1689840120 Check the video version of the podcast at: https://www.ingeniux.com/blog/category/podcasts

1 AUG 2023 · Who better to talk about large language models and generative AI than the co-founder and CTO of 6sense, an account-based marketing platform that is built on AI and leverages generative AI in some of its capabilities? Viral Bajaria shared his perspective on large language models, what surprised him about the new excitement over generative AI, how they use it in 6sense, and the benefits it has brought. Plus, Viral shared some important things to consider when implementing it. Key topics included: - The growth of large language models (LLMs). - If companies should build their own LLMs and what to consider. - How LLMs and generative AI are evolving, and where do you think we need to go as an industry? - What do companies need to consider when implementing Gen AI into their products and solutions? - How 6sense uses generative AI in its platform. About Viral Bajaria As Chief Technology Officer and Co-Founder of https://6sense.com/, Viral Bajaria leads the AI-driven strategy transforming the way B2B organizations achieve predictable revenue growth. Before co-founding 6sense in 2013, Viral spent five years in software development at Hulu where his passion for solving problems through data science took root. Where You Can Find Viral: - LinkedIn: https://www.linkedin.com/in/viralbajaria/ - Website: https://www.6sense.com

5 JUL 2023 · As the founder and CEO of Convey Communications, Kristin Hege has extensive experience in the public relations industry and works with some well-known B2B tech companies. She joined us on the podcast to talk about how the PR industry is changing and offered both marketers and other public relations professionals some guidance into how PR works today. Some of the topics included: - Kristin’s perspective on how the PR industry has changed and what are the most important elements of a PR strategy today. - How she approaches building a PR strategy for clients. - What are some of the biggest mistakes she has seen happen with companies and their PR. - Why she thinks PR should own G2. - How has generative AI impacted her work and industry. About Kristin Hege Kristin Hege is the CEO & founder of Convey Communications, a strategic communications firm located in Phoenix, Arizona. For over ten years, she’s been working with some of the biggest names in technology companies helping them with PR, media relations, content and communications strategy. Prior to founding Convey, Kristin served in key leadership roles at two previous PR agencies. She also spent time as a VP of marketing, and as a contributing columnist for a well-respected business publication. These roles contributed to her keen understanding of public relations, technology, marketing and business, and the savvy strategic insight she uses to guide clients today. Kristin is an Adjunct Professor at Arizona State University where she is currently teaching a course on PR writing. She is a long standing board member for the Public Relations Society of America’s Phoenix chapter, and has become known as a trusted speaker on topics around PR and technology. She is also Board Chair of Support My Club, a nonprofit that fulfills the needs of local school clubs and teams. Where You Can Find Kristin: - LinkedIn: https://www.linkedin.com/in/kristinhege/ - Website: http://www.conveypr.com/

31 MAY 2023 · Chris Carr has been in marketing for over 22 years, working with a range of companies through his digital marketing agency, Farotech. He’s learned a lot about how marketing strategies have changed from SEO and programmatic advertising to content marketing, and generative AI. Carr joined us on the podcast to share his insights and advice for marketers, including: - How to get started with a content marketing strategy. - The importance of SEO even in the age of generative AI. - How marketers can take advantage of generative AI. - Bad habits marketers fall into and how to get out of them. - His key piece of advice for marketers today. About Chris Chris Carr is the founder and CEO of Farotech, an award-winning digital marketing agency located in Philadelphia over 22 years ago. Farotech is a contributor to Forbes and a member of the Forbes Agency Council. Carr is widely considered an expert in Digital Marketing, Web Development, and Video Production. He has been a keynote speaker at a variety of events such as SEMrush, ExporTech, and the International Trade Association, and he’s the host of two podcasts: Thought Leader Magazine and Digital Marketing Masterclass Where You Can Find Chris: - LinkedIn: https://www.linkedin.com/in/chris-carr-84b1a02/ - Twitter: https://twitter.com/Farotech - Website: http://www.farotech.com/ Additional Resources: https://podcasts.apple.com/us/podcast/digital-marketing-masterclass/id1645102088