To smash the proverbial champagne bottle on our new toy, a shiny condenser microphone that had me doing my best “Band Aid” impersonation when it arrived, the folks here at B2Bento have decided to use it immediately in an exclusive interview. So we have selected not one but two (yes two!) of our colleagues and set some questions upon them.
Asuthosh Nair and Santo Thie gleefully stepped up to the plate and yes … they were not harmed in the making of this video. Since they obviously enjoyed tackling those queries on camera because the video ran for more than 30 minutes, we have sliced the entire video into three. Part one delves into a general overview of B2B marketing content.
Disclaimer: The views expressed in the video are the personal views of the interviewee and and do not necessarily represent the philosophy or viewpoints of their organization or clients.
(Updated with questions by Anol)
Transcript of the Interview
Asuthosh is the Chief Operating Officer of GetIT Comms while Santo is Program Manager and Team Lead on AV Media. Both of them have fantastic technical insight, experience and expertise as well as having a great handle on B2B marketing content.
B2B marketing content: a bird’s eye view
Asuthosh: I think B2B marketing content is crucial because of the very nature of B2B audiences, which is somewhat different from those in the B2C world. B2B customers or buyers tend to be at various stages of the buying cycle when we are talking to them. So you must have content that addresses their different needs. You also have different decision makers and buying influencers who may not actually make the decision but have a strong role to play in the purchase decision so the kind of content you produce has to appeal to a wide range of audiences.
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