Reaching New Business Heights with
The Ladder Steps for B2B Content Marketing
by Neal Hartsell
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What you'll discover
when watching Neal's story
- Marketing success relies on understanding buyer personas, pain points, and product-market fit.
- An effective learning model for understanding customer needs requires a combination of primary and secondary research.
- A majority of your customers, especially in the B2B space, will most likely discover on their own what they need to know first even before they talk to people from your business or learn about your content.
- To produce great content, you have to be a subject matter expert, think like a marketer, and be a good writer.
- Personalizing AI-generated content is essential to maintain authenticity and engagement.
- For small businesses, focus on targeted messaging and audience engagement with limited resources.
- Building authority through useful content exchange establishes trust and loyalty with the audience.
Meet Neal Hartsell - Chief Marketing Officer @ Gradient Cyber
Neal Hartsell is the Chief Marketing Officer (CMO) at Gradient Cyber, a company that provides specialized cybersecurity solutions for small businesses and mid-sized enterprises.
With over 30 years of experience as a marketing executive, Neal Hartsell brings tested perspectives and practices to product marketing, product management, and digital marketing.
Neal’s passion lies in helping B2B cybersecurity companies in their messaging, positioning, and demand generation efforts. Also, he continues to adapt by learning new technologies and translating them into meaningful use for the business.
At Gradient Cyber, Neal Hartsell spearheads the company’s overall marketing strategies in delivering Managed Extended Detection and Response (MXDR) Services for mid-market businesses.
Most importantly, Neal stands out as a CMO because he operates as a strategic thinker and a hands-on leader.
Check out Neal Hartsell's thoughts on content marketing
When it comes to thinking about content and the buyer’s journey, Neal shares:
"Know the journey your ICP is most likely to take. Be sure you have useful, informative, helpful, educational content at each stage. Sell by helping - not selling.."
He also shares about how to create engagement using marketing:
"Simple. Develop and distribute useful, informative educational, helpful and entertaining content for your target audience - designed in a way to meet then where they are and where you want them to move to next. Not so simple."
Also, Neal talks about how marketing can support sales:
"Ultimately it's leads. But in reality its awareness, content, website, blogs, campaigns, sales tools, annotated sales pitches, customer/partner pitch support. "
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