#190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful

Elizabeth Maxson has started noticing the tells. Beyond em dashes and "quotation marks," the certain phrases repeated a little too often. Leaders she's long admired, publishing content that no longer sounds like them. On this episode of Finite by Clarity, she makes the case that this matters more than most CMOs think, not because AI-assisted content is wrong, but because publishing without judgement, experience or voice quietly erodes trust.Elizabeth is Chief Marketing Officer of Contentful, a digital experience platform trusted by more than 4,800 customers. Before Contentful, she was CMO at Tableau, a Salesforce company, and led Strategic Technology Partnerships marketing at Salesforce, launching relationships with AWS, Google Cloud, Alibaba and Apple.In this episode, Jodi Norris sits down with Elizabeth to unpack how the buyer journey has changed shape, and why the instinct to produce more content is usually the wrong one. Elizabeth explains how cutting webinar output and being more selective on topics increased registrations and conversions, and how keeping personalisation deliberately simple, segmenting by audience type rather than complex micro-targeting, delivered a 195% increase in click-through rate.Inside you'll find…Why the small, repeated tells of AI-generated content are quietly costing leaders their audience's trustWhy "less is more" content strategies are outperforming high-frequency productionHow simple, broad-strokes personalisation is consistently outperforming complex micro-targeting