Go-to-Market Playmakers

18. B2B Content Marketing with Becky Lawlor (Redpoint Content)

The theme of our 18th podcast episode is B2B Content Marketing.
Joining our host Jeremy Balius to discuss all things strategy for content marketing in the B2B space is Becky Lawlor from Redpoint Content.
Summary
In this conversation, Becky Lawlor discusses the significance of original research in B2B marketing, emphasizing how it builds trust, differentiates brands, and enhances content strategy. She shares insights on survey design, the importance of narrative constraints, and the evolving landscape of content shareability, particularly in the context of AI-generated content. The discussion highlights practical steps for implementing effective research strategies and the substantial ROI that can be achieved through original research.
👉 Download Becky’s B2B Buyer Research Report. 
Key Takeaways
Original research is crucial for B2B marketing success.
Brands need to differentiate their content to stand out.
Trust is built through investment in original research.
Survey design is critical for obtaining valuable insights.
Content marketing should focus on engagement and relevance.
Stakeholder alignment is essential for effective research.
Shareability of content is increasingly important.
AI-generated content is accepted if it provides value.
Research can be conducted without a large budget.
The ROI from original research can be significant.
About Becky Lawlor
Becky Lawlor is the founder of Redpoint Content, an original research and content marketing agency.
She has over a decade of experience helping B2B tech brands create thought leading content that elevates their market presence and brand recognition. She’s worked with brands like Adobe, IBM, and Zapier.
Clients she works with have reported achieving 2 to 3 times the leads, extensive media coverage, and a significant boost in engagement.
Connect with Becky on LinkedIn.
 
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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

17. MSP Strategy with James Davis (TSP Advisory)

The theme of our 17th podcast episode is MSP Strategy.
Joining our host Jeremy Balius to discuss all things strategy for MSPs in 2025 and beyond is James Davis from TSP Advisory.
Summary
In this conversation, Jeremy Balius and James Davis discuss the evolving landscape of IT services, particularly focusing on Managed Service Providers (MSPs) and the challenges they face. James emphasises the decline of traditional support services and the need for transformation in the industry. He highlights the depersonalisation of IT services and the aging demographic of business owners, which affects their ability to adapt to market changes. The discussion also covers the importance of understanding client needs, the emergence of Technology Solutions Partners (TSPs), and the strategic shifts required for businesses to remain relevant in 2025 and beyond. James advocates for a top-down approach to strategy, urging businesses to focus on solutions rather than merely adding products to their offerings.
Key Takeaways
Support services are becoming obsolete due to evolving technology.
Clients require less traditional support as technology advances.
The industry is facing depersonalization, making differentiation harder.
Many business owners are nearing retirement and may lack motivation to adapt.
Transformation in the industry is essential for survival and growth.
Understanding client needs is crucial for effective service delivery.
The concept of Technology Solutions Partners (TSPs) is emerging as a new model.
Businesses must shift from product-centric to solution-oriented strategies.
A top-down approach to strategy is necessary for meaningful change.
Transformation is a long-term process that requires commitment and planning.
About James Davis
James Davis, the Founder and Chief Strategy Officer of The TSP Advisory is on a mission to make the Technology Services Industry more cohesive and help Partners transform their businesses into modern Technology Solutions Partners to meet the needs of current and future clients in the decade ahead. He has been in and around the industry for over 15 years working in various roles this unique experience enables him to directly engage with Partners to help them articulate their vision, develop strategy and guide execution all while sharing wholistic insights to the wider ecosystem and bring it closer in a cohesive way to achieve better outcomes. 
Connect with James on LinkedIn.__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

Podcast Rebrand Announcement: Go-to-Market Playmakers

Our podcast is evolving. The journey started as B2B Tech Marketing Talks, conversations tailored for B2B tech marketing leaders in the channel, partnerships space and in SaaS.As Filament evolved over the last couple years as a GTM agency, the conversations on the podcast broadened in scope beyond B2B tech marketing. The scope is being recalibrated and the podcast will rebrand to: Go-to-Market where we bring you winning GTM strategies from the industry’s best.It's a new name and positioning statement that better reflects our expanded focus.We’re bringing you even more insights from B2B tech leaders, SaaS founders, and industry playmakers who have mastered the art of taking products and services to market, as well as growing them within market. Expect deep dives into growth strategies, revenue models, brand marketing, content and advertising approaches, partnerships, product-market fit, and everything it takes to scale and expand your reach successfully.Whether you're scaling a startup, refining your GTM motion or your MSP, VAR, SI or Reseller, or driving revenue growth through a channel program, distributor or partner ecosystem, this is where you’ll learn the plays that work.
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For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

16. Revenue Growth Strategy with Bardia Khalilifar (Conicio Advisory)

The theme of our 16th podcast episode is Revenue Growth Strategy.
Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Bardia Khalilifar from Conicio Advisory.
Summary
In this conversation, Bardia Khalilifar shares his extensive background in technology and business development, detailing his journey from network engineering to leading revenue growth strategies. He discusses the challenges and opportunities businesses face in 2024, emphasizing the importance of understanding customer needs and adapting to market changes. Bardia also highlights the role of fractional leadership in driving revenue growth without the overhead costs of full-time executives, providing insights into how businesses can navigate complexities and implement effective strategies. Bardia also stresses the significance of a holistic revenue operations framework to ensure long-term sustainability and customer retention.
Key Takeaways
2024 presents challenges like macroeconomic uncertainty and changing buyer preferences.
Data and automation, particularly AI, are seen as key opportunities for businesses.
Resilience and scenario planning are crucial for adapting to market shifts.
Fractional leadership offers flexibility and cost savings for businesses.
Effective execution of strategies is as important as the strategies themselves.
 Building partnerships enhances value propositions.
Feedback loops from customers drive product improvement.
Common pitfalls include premature scaling and siloed teams.
Customer retention is more cost-effective than acquisition.
Data hygiene is essential for informed decision-making.
Revenue operations should be a unified effort across departments.
Calculated risks are necessary for scaling effectively.
About Bardia Khalilifar
Bardia Khalilifar is a seasoned technology leader whose nearly 20-year career has spanned network engineering, business development, cybersecurity, and cloud services. He has held key leadership roles at industry giants like Cisco, Dicker Data, and Hewlett Packard Enterprise, consistently driving revenue growth and market expansion.
His international experience includes overseeing strategic partnerships and customer alliances across Australia, New Zealand, APAC, Europe, and North America.
Today, as the Founder and Managing Partner of Conicio Advisory, Bardia helps technology companies—from MSPs and CSPs to SIs, ISVs, distributors, and vendors—develop growth strategies, refine go-to-market plans, and strengthen their partnerships. His work is defined by a deep understanding of client needs, a focus on innovation, and a proven track record of guiding businesses toward sustainable success.
Connect with Bardia on LinkedIn.
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

15. SaaS Value Proposition with Gil Rogers (GR7 Marketing)

The theme of our 15th podcast episode is SaaS Value Proposition.
Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Gil Rogers from GR7 Marketing.
Summary
In this conversation, Gil Rogers shares his journey from an admissions counselor to a fractional CMO in the ed tech space. He discusses the importance of understanding value propositions, the challenges of storytelling in EdTech, and the lengthy sales cycles that companies face. Gil emphasizes the need for building relationships over focusing solely on product features and highlights the significance of a strong marketing strategy that resonates with the target audience. He also touches on the internal politics of organizations and how external consultants can navigate these dynamics effectively.
Key Takeaways
Many EdTech companies focus on features rather than the underlying ‘why’ of their products.
Storytelling is crucial for EdTech companies to connect with their audience.
Building relationships is more important than having a perfect product.
The sales cycle in EdTech can be lengthy, often taking up to two years.
Understanding customer needs is essential for crafting a compelling value proposition.
Consultants can provide an external perspective that helps organizations see their blind spots.
Patience and curiosity are key traits for successful marketing in EdTech.
The future of SaaS in EdTech may require a blend of human support and software solutions.
About Gil Rogers
Gil Rogers is a strategic innovator in education technology marketing, working as a fractional CMO to help EdTech companies refine messaging, define unique value, and drive revenue growth. With a strong background in enrollment management and digital marketing, Gil has led record-breaking recruitment cycles and played key roles in EdTech’s evolution, including at Zinch.com (later acquired by Chegg) and the National Research Center for College and University Admissions (NRCCUA). He founded GR7 Marketing to support entrepreneurs in effectively reaching educational institutions. Known for his energetic style, Gil shares insights at national conferences on marketing strategy, leadership, and executive hiring. 
Connect with Gil on LinkedIn.  
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

14. Community Marketing with Kendall Breitman (Riverside.fm)

The theme of our 14th podcast episode is Community Marketing.
Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Kendall Breitman from Riverside.fm.
Summary
In this conversation, Kendall Breitman shares her unique journey into community management, transitioning from a political reporter to a community manager. 
She explains the essence of community management as fostering connections and facilitating conversations among users. 
The discussion delves into the marketing aspects of community management, emphasizing the importance of listening to community feedback and creating a feedback loop that informs product development. 
Kendall also highlights the challenges of measuring community success and the significance of community in the B2B landscape, advocating for the creation of communities that resonate with users' needs and experiences.
Key Takeaways
Community management is about fostering connections and conversations.
Listening to community feedback is crucial for product development.
Community management blends marketing, product marketing, and customer success.
Communities should be built around users' needs, not just the brand.
Measuring community success can be challenging but is essential.
Engagement and sentiment are key indicators of community health.
B2B companies can greatly benefit from building communities.
Creating a feedback loop enhances user trust and loyalty.
Community management is a strategic investment for any brand.
About Kendall Breitman
Kendall is the community manager for Riverside.fm, a remote recording and editing platform for podcasters, marketers, and video content creators. In her role, she leads Riverside's community of thousands of creators, advocating for their needs and developing and implementing strategies to build and nurture a strong sense of community among Riverside's users.
Connect with Kendall on LinkedIn https://www.linkedin.com/in/kbreitman/ 
 
 
B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services. 
 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

13. Automating B2B Tech Marketing with Brandi Starr (Tegrita)

The theme of our 13th podcast episode is Automating B2B Tech Marketing.
Joining our host Jeremy Balius to discuss all things content market automation is Brandi Starr from Tegrita.
Summary
Brandi Starr, COO of Tegrita, shares her journey in B2B marketing and the power of marketing automation. 
She emphasizes the importance of personalization and the need to move away from one-size-fits-all campaigns. 
Brandi discusses the common challenges organizations face with marketing automation, such as resource constraints, funnel problems, and data flow issues. She highlights the need for a strategic approach and the importance of mapping out the communication journey. 
Brandi also explains the benefits of marketing automation, including scalability, targeted messaging, and brand recognition. She concludes by describing the marketing automation nirvana, where every contact receives the right message at the right time.
Key Takeaways
Marketing automation requires a strategic approach and mapping out the communication journey.
Common challenges with marketing automation include resource constraints, funnel problems, and data flow issues.
Marketing automation offers benefits such as scalability, targeted messaging, and brand recognition.
Moving towards personalization and away from one-size-fits-all campaigns is crucial for success.
The marketing automation nirvana is when every contact receives the right message at the right time.
About Brandi Starr
Brandi Starr is a marketing powerhouse with over 20 years of experience shaking up B2B and B2B2C companies. 
As COO at Tegrita, a consultancy that unlocks the power of email, she's all about transforming processes, enhancing go-to-market strategies, and ensuring smooth customer experiences. 
Named one of the Top 50 Women in MarTech, Brandi blends strategic vision with operational savvy. She's also the co-author of "CMO to CRO" and the host of the Revenue Rehab podcast, known for turning ideas into action and inspiring others in the marketing world.
Connect with Brandi on LinkedIn: https://www.linkedin.com/in/brandistarr/ 
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

12. Effective Partner Marketing with Alex Whitford (Channext)

The theme of our 12th podcast episode is “Effective Partner Marketing”.
Joining our host Jeremy Balius to discuss all things partner marketing is Alex Whitford, VP of Revenue at Channext.
Summary
In this conversation, Alex Whitford, VP of Revenue at Channext, shares his insights on effective partner marketing. He discusses his background in channel sales and the lessons he learned from his experience at Zoom during the COVID-19 pandemic. 
Alex emphasizes the importance of operational excellence in building successful channels and advises channel chiefs to focus on partner engagement and maturity. He also highlights the need for customized and automated marketing content that provides value to partners and end users. 
Alex envisions the future of partner marketing to involve multi-vendor collaboration and AI-driven demand generation.
Key Takeaways
Operational excellence is crucial in building successful channels.
Focus on partner engagement and maturity, rather than recruiting a large number of partners.
Provide customized and automated marketing content to partners to drive utilization and engagement.
Collaboration between vendors is essential for effective partner marketing.
The future of partner marketing involves multi-vendor collaboration and AI-driven demand generation.
About Alex Whitford
Alex Whitford is the VP of Revenue at Channext, helping businesses understand how to hit hyper scale through technology and channel strategy. 
With 8 years of building channels across Europe, Middle East and Africa, he has developed extensive relationships with key leaders and businesses who have taught him the key steps to building a killer channel that scales itself!
Connect with Alex on LinkedIn: https://www.linkedin.com/in/alex-whitford 
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

11. Personalising Content at Scale with Grant Hushek (Grantbot Process Consulting)

The theme of our 11th podcast episode is Personalising Content at Scale.
Joining our host Jeremy Balius to discuss all things buyer personas is Grant Hushek, Founder of Grantbot Process Consulting.
Summary
In this conversation, Grant Hushek shares his background in automation consulting and the value it brings to businesses. He discusses his experience with Zapier and the importance of learning through hands-on projects. Grant explains the concept of no code and how it allows for automation by connecting different elements of a tech stack. 
He emphasizes the role of CRMs in automation and the value of enriching data for personalization. Grant also discusses the use of content marketing and automation, including tailoring content based on segments and utilizing intent data from platforms like LinkedIn. 
The conversation explores the concept of personalization in content marketing and how to scale it up. It discusses the use of no-code tools, automation, and AI to repurpose content and personalize outreach. The goal is to capture leads early in their buying journey and nurture them over time. 
The conversation also touches on ethical considerations and the importance of providing value and building relationships rather than focusing on immediate sales. The key takeaway is that personalization requires a long-term approach and a deep understanding of the target audience.
Key Takeaways
Automation consulting can provide significant value to businesses by streamlining processes and freeing up time for higher-level thinking.
No code tools like Zapier allow for automation by connecting different elements of a tech stack.
CRMs play a crucial role in automation and can be used for data enrichment and personalization.
Content marketing can be enhanced through automation by tailoring content based on segments and utilizing intent data.
Intent data from platforms like LinkedIn can be captured and used to identify high-intent prospects for outbound messaging. Personalization in content marketing requires a long-term approach and a deep understanding of the target audience.
No-code tools, automation, and AI can be used to repurpose content and personalize outreach.
The goal is to capture leads early in their buying journey and nurture them over time.
Ethical considerations should be taken into account when using automation and AI in personalization.
Providing value and building relationships is more important than immediate sales.
About Grant Hushek
Grant is the founder of GrantBot Process Consulting (GPC), a no-code automation firm helping B2B service businesses streamline their operations. 
As the first employee at Hampton, a community for founders with $1M+ annual revenue, I identified common automation needs across businesses. Now, GPC partners with companies to scale output without scaling workforce, focusing on automating social media lead generation, CRM, client onboarding, project management, and invoicing. GPC has partnered with over 25 companies, using platforms like HubSpot, ClickUp, Airtable, and Zapier to build automated solutions.
Connect with Grant on LinkedIn: https://www.linkedin.com/in/grant-hushek/ 
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

10. Partnership Strategy with Scott Pollack (Firneo)

The theme of our tenth podcast episode is Partnership Strategy.
Joining our host Jeremy Balius to discuss all things partnerships strategy is Scott Pollack from Firneo.
Summary
Scott Pollack, founder and CEO of Firneo, shares his journey into the world of business development and partnerships. He discusses how he fell into partnerships and the challenges he faced as a partnerships professional in a world dominated by sales and marketing. Scott emphasizes the importance of understanding the value alignment framework and aligning partnerships with the goals and needs of internal stakeholders and customers. He also addresses the longer time horizon of partnerships and the need for patience and recognition of the significant impact partnerships can have on revenue and growth.
Key Takeaways
Partnerships professionals often fall into their roles and face challenges in a world dominated by sales and marketing.
Understanding the value alignment framework is crucial for successful partnerships, aligning partnerships with the goals and needs of internal stakeholders and customers.
Partnerships have a longer time horizon for realizing revenue and impact, requiring patience and recognition of their significant potential.
Building an internal ecosystem and setting expectations around partnerships is essential for success.
About Scott Pollack
Scott Pollack is the co-founder & CEO of Firneo, a learning community for the next generation of Partnerships, Ecosystems, and Business Development leaders. Scott has spent over 20 years as a partnerships leader at startups and large companies like American Express, Dow Chemical, and WeWork. He has been teaching courses about partnerships since 2011, and is the best-selling author of What, Exactly, Is Business Development? A Primer on Getting Deals Done.
Connect with Scott on LinkedIn https://www.linkedin.com/in/slpollack/
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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.
For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.