"B2B marketing teams drive growth and efficiency throughout the entire funnel, from building brand awareness to driving new and expansion revenue and creating product and brand champions. B2B marketing teams achieve this by creating value-add “fuel” and building an effective growth “engine” specific to your audience, market, and product."

"Hitting metrics today and in the future"

"Measurable project, experiment, and foundation-based goals to ensure your team takes big bets that can drive step-change growth in the future"

"Demand generation is one part of growth marketing. Growth marketing is one part of overall marketing. If you only focus on MQL goals, you have a demand gen team. You don’t have a marketing team and you’re hampering your ability to grow."

"The real measure of success: increase volume into a funnel stage, while maintaining or even improving the conversion rate to the next stage."

"Marketing needs to be prepared for this by diversifying channels."

"Marketing stepping in as an editor and tactically sending out these communications means consistent messaging and faster learnings."

"If you only have the growth marketing team, they won’t be able to do the best job they can because they are missing their product marketing, content marketing, and brand counterparts."

"If you put the effort into generating the right content ideas, adding the right details to your content ideas, and creating a prioritized roadmap—like how a product leader puts effort into a product roadmap—you will save a ton of time producing and distributing content later."

"It’s not the software product you are creating, but it is another “product” for the same audience. Much like your product solves a big problem for your audience, so should your content."

"You need a place to park all of your content ideas (that’s the list) and you need a roadmap to make sure you produce high-impact content (that’s the roadmap)."

"What is audience analysis? For each audience segment and ideal customer persona (ICP), make sure you understand jobs to be done, challenges in workflow, other tools they use, behavior and content preferences."

"What are perceptions? Perceptions are short statements that serve as the brand tenets of your story for the next year or so. Marketing perceptions are what you want to be known for as a company."

"How to write perceptions: We recommend creating 3-4 perceptions to guide your storytelling efforts. This should come after you do audience analysis."

"How to use SEO keywords to generate ideas: While you need to make sure most content has a focus keyword, you will likely also need to come up with separate content ideas to rank for all of your focus keywords."

"What do funnel stages have to do with content? You need mapped out funnel stages for your growth marketing efforts (if you don’t already have it), but this funnel is also useful for content."

"How to map funnel stages to content: Make a content inventory by funnel stage."

"Why you need this for a content roadmap? If you make content without mapping it to funnel stages you might end up with huge gaps and overlaps."

"Wherever you have gaps, consider prioritizing content that fills those gaps."

"How to figure out which existing content to improve: Look at basic content reports that show traffic, new user traffic, sources of traffic, engagement (whether that’s CTA clicks, form fills, and/or shares)."

"Remember, don’t look at these reports in isolation. The effort you spent distributing content matters here too. Don’t falsely assume a piece of content is “bad” if you’ve never properly distributed it."

"The number one mistake I see on content roadmaps is including the wrong details, and therefore, not having the right variables and context to prioritize."

"Content is a game of blockbusters (like angel investing and movie making)."

"Can it be a big driver of leads?"

"There are 2 “lenses” to look through when prioritizing: Impact and effort and marketing strategy coverage."

"Group your remaining roadmap contenders (from the impact and effort process) by content type, audience, funnel stage and prioritize them within those categories."

"By doing this, you’re making sure you have appropriate funnel coverage, appropriate audience coverage, enough SEO content to hit your goals, and you are laddering everything up to a bigger story (your perceptions)."