👋 Hello, I’m Andrew, and welcome to my newsletter. Each week I tackle reader questions about go-to-market strategies, growth, working with humans, and building online. 📩 Reply to this email 📩 and in return, I’ll humbly offer actionable real-talk advice (and tell you if I have no clue).

Content-driven pipeline

Great brands have great content. You have seen this in action with brands like Gong, Outreach, Drift, and many others in the B2B SaaS space.

Now, these companies happen to be doing great revenue-wise as well.

It got me thinking: What are all the ways your own reps can use content to drive new pipeline? 🤔

So I wanted to break down the different types of content great brands & reps are using to get people into their funnels.

1/ Data-generated content 📊

Gong is the master of this 👑 They take a big question:

• Is cussing in meetings with prospects good or bad?

• Are women better than men at sales?

• What actually increases win rates?

And use data (from their own platform) to provide answers. Now there a competitive advantage to this 🦄

Only Gong can produce this type of data (for now) and use it for content. This makes it UNIQUE & EDUCATIONAL- the magic formula for good content 💥💥💥

2/ Win-win based content 🏅

I don't mean "Hey prospect here's some content that says 78% of people do this to close 10x more deals".

Nah.

What I mean is that you produce content that your prospects themselves can leverage.

For example, at Outreach we have a podcast. We invite key prospects to be on the podcast. In getting the prospects to be on the podcast, a few key things happen:

1. The prospect gets content to share with their network and promote their hiring, new product release, etc. ✅

2. The prospect has a chance to build their personal brand ✅

3. Outreach gets content to share with their following ✅

4. Outreach gets to build a relationship with the prospect that leads to pipeline or an opportunity ✅

It's a win-win-win-win-win-win.

3/ Employee-generated content 💻

This is low-hanging fruit IMO. The reach on LinkedIn right now is insane. I read somewhere (don't quote me) that only 1% of people right now are posting on LinkedIn 🤯

That smells opportunity to me.

Every employee has a story to tell. In this case, why not have them distribute their learnings and stories on LinkedIn? Easier said than done, I get it! By employees generating content about your industry, you've now got free marketing. Written by the experts.

Some amazing reps generating visibility for their organizations:

• Sarah Brazier

• Sam Nelson

• Christian Krause

• Jed Mahrle

• establishing credibility

• building their brand

• creating a feedback loop for you to understand the content that works for your audience

Study These Brands

If you don't know where to start, check out the following brands on LinkedIn:

• Gong

• Outreach

• Drift

💯💯💯

5 High-level Takeaways:

So now you want to start optimizing your content in order to produce pipeline. Here's where to start:

1. Analyze what content is working. Check out the content your company is sharing on LinkedIn. What are people engaging with?

2. Double-down on content that works. Most people think if you've already written about an idea, you can do it again. Great content is saying the same thing in 100 different ways.

3. Make someone accountable. Who is responsible for creating content to help your team create pipeline? Marketing? A content committee?

4. Encourage reps to create content for your industry. Then, read the comments of any engagement. The best content ideas come from people's comments.

5. Get creative & be unique. Find ways to create content that differentiates yourself from your competitors.

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No Bad Days,

Andrew Mewborn 👋