Using Content to Do the Heavy Lifting for You

Karla Rivershaw, an award-winning global marketing leader, discusses the power of content marketing and its role in understanding and guiding the buyer's journey. Karla highlights content as a crucial data source, enabling marketers to better understand their audience and tailor their approach accordingly. The conversation also explores the value of intent data in identifying potential buyers and streamlining the sales cycle. Karla discusses the importance of using content to understand and engage with buyers. "Thought leadership is probably one of the most important things we can do as marketers." - Karla RivershawShe emphasizes the need for data-driven marketing and tracking buyer behavior through content interactions. Karla highlights the role of thought leadership in building trust and credibility and using intent data to identify where buyers are in their journey. Follow Karla Rivershaw on LinkedIn - https://www.linkedin.com/in/karlarivershaw/Follow host Steve MacDonald on LinkedIn - https://www.linkedin.com/in/stevensmacdonald/