Too many B2B campaigns fail because the messaging isn’t aligned with how buyers actually make decisions. Companies often blast generic content that doesn’t resonate, leading to wasted time and budget.
I recently sat down with Tristan Pelligrino, a co-founder and entrepreneur who has helped hundreds of small, scrappy tech teams find their voice.
Step 1: Build Your Strategy From Real Conversations
The most valuable insights come from real conversations—sales calls, customer interviews, and internal debriefs. These touchpoints reveal what buyers are actually asking, not what marketers assume they care about.
Record and Revisit Real Interactions
Sales and support calls often surface recurring questions, objections, and pain points. Recording and reviewing these moments helps identify patterns and inform messaging.
Fuel Content With Internal Debriefs
Post-sale conversations, whether a deal was won or lost, are equally valuable. Internal debriefs help pinpoint what resonated, what fell short, and where friction occurred. These insights guide content strategy and provide the building blocks for relevant, high-impact messaging.
Step 2: Get Laser-Focused on Who Matters
Vague personas won’t guide meaningful content. Real specificity comes from listening closely to sales and support calls—where the true buying committee reveals itself. These conversations expose the actual job titles, objections, and recurring pain points that drive decisions.
As Tristan puts it, “Who are the exact folks that you’re looking to engage with and what are their biggest problems?” That level of clarity doesn’t come from slide decks—it comes from listening.
Replay those calls. Note who speaks, who influences, and who pushes back. Then document the problems that show up again and again.
Step 3: Turn Unfiltered Insights Into Actionable Content
Real conversations uncover the friction points that shape buying decisions. Reviewing transcripts from sales and customer calls reveals the exact language prospects use: questions, objections, and those critical “aha” moments.
Collaborate for Depth and Accuracy
Strong content depends on more than marketing instinct. Subject matter experts bring essential context and credibility, especially when addressing technical or business-specific questions. Collaborating with them ensures that responses to tough buyer questions are not only accurate but grounded in real experience.
Build Messaging That Connects
Content that echoes the buyer’s own language builds trust and relevance. Messaging that reflects authentic conversations stands out and moves prospects forward.
Step 4: Multiply Impact With Multichannel Content
Many teams spend days developing a single asset. The solution isn’t to create more content. It’s to make every conversation work harder across multiple formats and platforms.
Turn Conversations Into Content Engines
Start with a recorded sales call, customer interview, or internal discussion. From that single session, extract blog articles, short videos, social posts, audio clips, and more. As Tristan explains, “That 30-minute to 60-minute session becomes really a whole different set of content you can use on a variety of different channels.”
Meet Buyers Where They Already Are
Different stakeholders consume content differently. Some skim LinkedIn, others dive into technical articles, and many prefer short videos. Repurpose insights accordingly—a technical exchange might become a blog post, while a customer quote turns into a YouTube short. An effective content strategy means making each insight travel further.
Step 5: Distribute Smart, Iterate Fast
Creating the content is just the beginning. Distribution must be intentional and audience-specific. Different stakeholders expect content tailored to their role—technical users benefit from in-depth guides, while executives often prefer high-level summaries. Each piece should be delivered in the format and channel that fits best.
Track and Adapt in Real Time
Performance data reveals what resonates. If emails are opened but videos go unwatched, it may signal a mismatch in format. High-performing social posts offer clues for what to replicate or expand. Let the numbers guide the next move—not assumptions.
Close the Loop and Keep Improving
Effective content strategies rely on continuous feedback. Post-launch, review analytics, gather field insights, and refine accordingly. Each cycle improves targeting, sharpens messaging, and drives better results. Success doesn’t come from a perfect plan—it comes from testing, listening, and adjusting quickly.
Winning in B2B Tech Means Leading With What’s Human
Winning in B2B tech starts with listening. Real conversations reveal what buyers actually care about. When content reflects those insights, it builds trust, accelerates sales, and stands out in crowded markets with complex decision cycles.
People want to feel understood. That’s why every strategy should begin with a conversation, not a content calendar. One real insight can spark a dozen meaningful pieces of content.
For a closer look at how conversation-driven content comes to life, listen to the full episode with Tristan Pelligrino.
