New Era of B2B Go-To-Market: Building an Audience

Episode notes

I know you feel it. In today's highly saturated market, acquiring new B2B customers has become increasingly challenging. Traditional outbound marketing and sales efforts were followed by the rise of inbound marketing and marketing automation, which allowed for a more personalized approach to the customer's journey. However, as these channels and tactics become more accessible to everyone, their effectiveness is diminishing, leading to higher costs in customer acquisition. To combat this issue, forward-thinking B2B go-to-market teams are turning to owned media assets and building their own audience of potential buyers. Owned media (vs. earned or paid media) refers to creating content that your audience chooses to engage with, whether it's through a newsletter, webinar series, or podcast. The key is to provide content that entertains, educates, and inspires, focusing on solving real problems and delivering actual impact. Unlike content that solely promotes your product, owned media aims to build a long-term relationship with your audience. It's about selflessly providing value and impact, rather than pushing sales.