Whether you call it organic marketing or inbound marketing, strategies that bring prospects to your brand in search of a solution to their problem stand in contrast to outbound strategies that are usually more costly. 

As B2B marketers pivot from lead generation to demand generation, organic and inbound tactics are gaining traction once again. Creating content that demonstrates your company’s expertise and increases your brand awareness are commonplace across B2B.

In this episode of B2B Nation, we’re talking to Vicki Frost, global director of content and campaigns at Vertiv, about organic marketing in the B2B space, content development, the role of analytics, and – of course –  the age-old questions about whether you should be gating your content.

Episode Guide

1:57: What does Vicki think is the biggest, most positive change in B2B marketing?

2:37: What are some of the most common mistakes B2B marketers are making today?

4:10: Which content formats are having the biggest impact for Vicki’s programs today?

5:24: Is there a B2B content format that marketers or the audience wouldn’t miss if it disappeared?

7:14: Where does Vicki stand on gating content?

10:04: What is Vicki’s favorite tool?

15:30: What would we be talking about if we had this conversation one year from now?