Who I Am
I’m an experienced B2B marketer-turned-copywriter who enjoys helping business leaders get their expertise, products, and services used by those who need them most.
If you’re a B2B tech, consulting, or professional services brand with a compelling mission and inspired leadership, I can help you create (and curate) a conversation with the marketplace that gets you noticed, educates your ideal prospects, and moves them closer to buying from you.
As a former Big-4 marketer and client service professional, I discovered that what I loved most about marketing and business services was communicating ideas. So I made the shift from B2B marketing leader to B2B marketing communicator – focusing on crafting humanized copy and content to accelerate the complex B2B sale.
What I do, how I help
- Partner with CMOs and business leaders to plan, build, and deliver content programs
- Transform business need and market insight into content strategies for solution, industry, and product campaigns
- Prompt AI tools to help brainstorm ideas, think more clearly, and writter better copy
- Collaborate with subject matter experts (SMEs) to build digital assets like blog posts, case studies, infographics, films, whitepapers, e-books, webinars, etc.
- Build short-form activation assets like email, social posts, and display ads to grow engagement
- Team with other marketers, demand generation pros, event planners, designers, film producers, creative directors, etc.
- Edit the work of others to deliver on-target messages, including managing the work of writing teams to deliver content goals
- Coach business leaders as they author their own bylined content
What I believe about content and the complex B2B sale
Go-to-market (GTM) content that supports the complex B2B sales is less about selling a solution and more about helping a prospect overcome their obstacles to purchase.
The solution sale is more complex than ever. With more information, more buyer stakeholders, and a greater focus on collaborative decision-making, the sale of tech products and consulting services is now less about generating demand than it is about equipping key decision-makers to mobilize those around them.
When selling to businesses, individual people don’t buy things. Groups of them do. Buying decisions for B2B solutions are typically made by group consensus – not by collections of individuals, each of whom are persuaded separately. That’s why great content is about driving consensus action in organizations increasingly predisposed to avoid it. The right digital content marshals consensus-driven buying behaviors across teams of buyers and influencers. It’s not – nor has it ever been – about simply growing awareness, triggering leads, or winning over lone wolves.
With the rise of targeted ABM – now enhanced by AI analytics – bespoke content is often less critical at the top of the funnel than closer to the actual sale. Now that AI can surface new intent signals for identifying prospects, engagement with your assets becomes less about qualifying leads and more about moving an opportunity down the funnel. Effect GTM content is now as much sales enablement as it is content marketing.
The ability to tell good stories is more central to selling than ever. Neuroscience shows that stories enage the brain in ways that reassure and allow we humans to better manage risk. Stories also help us remember things better. Sharing customer case studies overcomes buyer hesitancy. Customer stories grow credibility by showing how others have used a solution to their benefit. They educate buyers. They validate expected outcomes. In short, they go a long way toward overcoming buyer hesitancy.
The role of GTM content changes once purchase intent is established. Once prospects are convinced of the need to purchase, effective GTM content becomes more about overcoming the hesitancy to buy than continuing to inspire success. Overcoming buyer indecision requires you prove to the customer there is no risk in choosing your solution. Too many sellers neglect to build content that goes the rest of the way to closing the sale.
Account-centric content can deliver the best ROI. Large enterprise accounts are markets in their own right. Sales and marketing teams are often best served when they work together to craft bespoke content that makes a prospect feel seen, heard, and understood.
What matters most? Understanding your buyers and meeting their information needs.
KridleContent 