18. B2B Content Marketing with Becky Lawlor (Redpoint Content)

The theme of our 18th podcast episode is B2B Content Marketing. Joining our host Jeremy Balius to discuss all things strategy for content marketing in the B2B space is Becky Lawlor from Redpoint Content. Summary In this conversation, Becky Lawlor discusses the significance of original research in B2B marketing, emphasizing how it builds trust, differentiates brands, and enhances content strategy. She shares insights on survey design, the importance of narrative constraints, and the evolving landscape of content shareability, particularly in the context of AI-generated content. The discussion highlights practical steps for implementing effective research strategies and the substantial ROI that can be achieved through original research. 👉 Download Becky’s B2B Buyer Research Report.  Key Takeaways Original research is crucial for B2B marketing success. Brands need to differentiate their content to stand out. Trust is built through investment in original research. Survey design is critical for obtaining valuable insights. Content marketing should focus on engagement and relevance. Stakeholder alignment is essential for effective research. Shareability of content is increasingly important. AI-generated content is accepted if it provides value. Research can be conducted without a large budget. The ROI from original research can be significant. About Becky Lawlor Becky Lawlor is the founder of Redpoint Content, an original research and content marketing agency. She has over a decade of experience helping B2B tech brands create thought leading content that elevates their market presence and brand recognition. She’s worked with brands like Adobe, IBM, and Zapier. Clients she works with have reported achieving 2 to 3 times the leads, extensive media coverage, and a significant boost in engagement. Connect with Becky on LinkedIn.   __________________ Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency. Check out our Web Designs, our Website Maintenance and our Website Security Solutions.  Follow Filament on LinkedIn.   Connect with Jeremy Balius.