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In this episode we interview Kathleen (Waters) Bunshoft, a senior growth marketing and demand generation leader with a focus on revenue and a passion for team happiness.
What you'll learn in this episode:
- Why revisiting your ICP’s mindset—not just their title—unlocks better content performance
- How outdated attribution models are breaking your growth strategy (and what to use instead)
- How to embed content into every GTM motion, from sales enablement to event planning
- Why short-form, on-demand content is winning in B2B
- The hidden cost of creating content without a distribution plan
- How content fuels not just marketing, but sales and product strategy—when done right
- A real-world example of how user research at a cybersecurity company transformed their content engine
