[rob_austin]

I find that there is a lot of noise out there. You know the content with a lot of words but no message. Somebody has to create the "signal". You can create content with signal by working with people doing real work and stepping into the shoes of your customer. This is the job of so-called customer success people but they often don't have the opportunity to be in the shoes of the customer. I was a customer of B2B products (software and hardware) and I rarely found content that was meaningful. But there was a lot of problem solving in our internal daily meetings that could be used as content. But that material was not exposed to the sales/marketing people of the vendors. Some of that material was also something many companies would be unwilling to disclose. For example, companies are unwilling to admit that their product is not a good fit for so and so application. They continue their "messaging" as a product good for everything. The average sales and marketing person doesn't have enough context, knowledge or insight to understand that sales pitch doesn't work. I would find an occasional sales person who really understood the issues and would quickly develop a rapport with us and be successful in getting our business.