Generating Demand: Stories from the B2B Trenches

Episode 11: Content Syndication with Will Thompson

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Today’s episode:

Content syndication in the world of B2B demand generation is a polarizing topic of campaigns, channels or tactics that work. On this week’s episode, hear from Will Thompson of InsightSquared on best practices for B2B content syndication, important advice on avoiding blunders, and making the most efficient use of your marketing budget. Will shares his approach to optimizing content syndication programs by personas and pain points, as well as ways to drive results with his top 5 tips for content syndication, including:

  • How to better align with your sales team
  • The follow-up process
  • Designing programs around personas and pain points

“Theres a lot you can do wrong, but when you get it right, the program can really sing.”

Today on Generating Demand: Stories from the B2B Trenches with Marketing Expert Will Thompson:

  • Will’s background and experience – 3:00
  • Content syndication struggles and solutions – 7:56
  • How to pursue generated leads – 16:48
  • Sales follow-up best practices – 27:40
  • Review of key points – 33:29

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About Generating Demand: Stories from the B2B Trenches:

Struggling to meet your company’s B2B demand generation marketing goals? Join lead generation expert Amanda McGuckin Hager each week for honest, unfiltered conversations from the trenches of B2B marketing with some of the industry’s leading marketers. As a bonus, you leave each week with a recommended resource from our insiders. Listen, learn, and generate leads with ViB — it’ll be fun! 

To learn more of our demand generation secrets: visit

Recommended resources from today's episode:

This blog from contains great best practices, tips and tricks on writing followup emails. It’s important for sales and marketing to work together in order to maximize your content syndication program results!

Episode Summary

What kinds of conversions are you seeing from your content syndication programs? Listen In. Will shares his success story working with a demand generation channel that is sometimes hard for B2B marketers to have success with: content syndication – and shared a valuable recommended resource.

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