A strong demand generation strategy that delivers long-term growth isn’t built overnight. Our guest, Hannah Forson, Sr. Demand Generation Manager at BambooHR, joins Amy Woods to explore how she leads a team that drives high-quality leads in an inbound-only sales motion.

Hannah shares her insights on balancing in-house expertise with outsourcing, the power of webinars for repurposing, and why B2B marketing is starting to look a lot more like B2C. She also discusses how AI is shaping content planning and why demand gen strategies should always be built with the long game in mind.

Find out:

• Why long-term thinking is key to demand generation success (and how to manage expectations)
• How to determine what stays in-house and what to outsource
• Why external vendors should be seen as strategic collaborators, not just service providers
• Why webinars are one of the best content formats for repurposing
• How AI can enhance content planning without replacing human creativity
• Why personalization and storytelling are becoming non-negotiable in B2B marketing

Important Links & Mentions

• Hannah on LinkedIn https://www.linkedin.com/in/hannahforson/
• BambooHR https://www.bamboohr.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/
• BambooHR Case Study https://www.content10x.com/case-study-bamboohr/

How do you develop marketing strategies that speak to both homeowners and businesses in a genuine way? Host Amy Woods talks with Newrez Chief Marketing Officer, Matt Cluney, about the steps his team takes to understand their audience before any campaign gets off the ground.

Matt shares how his team is organized, why written content is still vital for homeowners, and when outside specialists can strengthen your marketing efforts.

Find out:

• Why a deep understanding of your audience shapes better marketing
• Which projects stay in-house and when it’s better to work with an external provider
• Why interviews with team members offer more opportunities for repurposing
• How AI supports content planning and speeds up large-scale feedback reviews
• What Matt learned from focusing on local expertise in a past B2B campaign

Important Links & Mentions

• Matt on LinkedIn https://www.linkedin.com/in/matthewcluney/
• Newrez https://www.newrez.com/
• Newrez Wholesale https://www.newrezwholesale.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

Content marketing is changing fast, but some things remain the same. Quality still wins over quantity. Strategy still shapes success. And a strong, recognizable voice can make all the difference between content that connects and content that gets ignored.

In this episode of B2B Content Strategist, host Amy Woods speaks with Paul Way, Content Marketing Director at Tipalti, about the importance of strategic thinking and storytelling in B2B content marketing. From his early days in journalism to leading high-performing content marketing teams at top global companies, Paul has seen content marketing from every angle.

They discuss why brands often fall into the trap of producing too much, why a strong brand voice is a company’s biggest asset, and how content teams can avoid getting caught in a cycle of content for content’s sake.

Find out:

• Why content overload weakens brand impact
• The role of strong leadership in content success
• How voice and storytelling set brands apart
• The shift toward specialized content roles
• Where AI fits in and where it doesn’t
• Why creativity still drives the best content
• How to stay focused on quality, not just quantity

Important Links & Mentions

• Paul on LinkedIn https://www.linkedin.com/in/pkway
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/