Until generative AI came along and took over every single conversation, one way to instantly ignite a ferocious debate in B2B marketing was to ask this question: “Should B2B companies be thinking like media companies when it comes to content marketing?”

ZoomInfo certainly believes so. And when the go-to-market software, data, and intelligence company’s CEO Henry Schuck decided to turn his content marketing operation into an editorial media machine, he hired Meghan Barr to lead it.

As an award-winning journalist with two decades of experience, Meghan’s editorial and storytelling skills were a perfect fit to bring Henry’s vision of building an internal newsroom at ZoomInfo to life.

So we were thrilled when Meghan agreed to sit down with Dave to discuss her experiences of moving into the B2B tech world, and how that move has signalled a shift in the way ZoomInfo builds its audience through content marketing.
Dave and Meghan also discuss:

• how to tell brand and product stories across multiple channels
• why it’s so important to create an ownable narrative that draws audiences in
• how thinking like a media company helps to build consistency and community
• how her editorial skillset adds value to teams and projects right across the marketing function

The debate will rage on, no doubt. But whatever side you’re on, if you want an objective, honest and fascinating insight into what goes on inside a company that’s very much in this transition, then this one is most definitely for you.

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration

And finally please rate our podcast on Apple if you enjoyed it!

✌️