Pierre

Many founders confuse marketing strategy with tactics: - They think "running ads" is a strategy; - They think "posting daily" is a strategy; - They think "doing webinars" is a strategy. Because of this confusion, they don't have a high level plan. - Who are we helping; - For what problem; - How we solve it differently; - And what do we say. As a result, they lack focus and direction. - "Let's try this new channel!" - "I read about a new automation hack!" - "We don't want to miss this opportunity" And it puts the business into a reactive posture: No clear direction → Something external happens → We react to it → We try a new tactic → Intensify the lack of direction To get out of this reactive marketing loop, you need to: Distinguish strategy from tactics. 1. Strategy comes first: It's the high-level plan that guides how to achieve revenue goals. 2. Tactics come second: It's the specific actions and methods used to execute the strategy. And don't forget the feedback loop between them. Tactics' results always inform the strategic decisions.

This is the winning B2B Marketing playbook for 2025. Let me break it down for you with 4 pillars: 1. Create content for passive buyers Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing. Here's the winning trio for 2025: - Social posts thought leadership - In depth expert videos - Expert newsletters 2. Get ready to capture demand from active buyers When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand. Here's what you need in 2025; - A video sales letter (VSL) - Chatbots with fast answers - Optimized social media profiles - Dynamic forms to segment leads 3. Run warm outreach for potentially active buyers Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly. - Social selling (also called setting) - ABM for larger accounts - Warm emails 4. Invest in an intent signals gathering system To make the warm outreach more efficient, invest in an internal system to gather intent. You can combine engagement metrics, gated content interactions, website visitors, product analytics, external tools, and potentially AI. Note: there is still room for a BIG player to solve this problem.

I create over 40 pieces of content per week. Here are my 7 repurposing tactics: 1. I use the 'extend' repurposing process (while everyone else is using the 'cut' process). 2. One winning insight becomes 1 carrousel, 1 infographic, 1 newsletter, 1 blog article, 1 video, 5 short videos, and then 5 posts again. (1 = 15 rule) 3. I created a library of visual assets. 4. I have predetermined outlines to repurpose faster (example: it takes me only 30 minutes to turn a carrousel into an infographic) 5. When I create a content plan for my clients, I plan the repurposing system before the content creation (this changes everything). 6. I built a feedback loop system relying on social listening, polls, and keywords analysis. So the ideation process is smooth. 7. I developed a 'master content' process that allows you to run a 3-month marketing campaign from 1 central piece of content.

Many founders hesitate between content & growth: - "Should we launch a newsletter or paid ads?" - “Should we build an audience or activate users?" - “Should we hire a content or a growth person first?” Here's what I often tell founders: Content and growth are not mutually exclusive. - You should plan content for long term results; - And launch growth marketing sprints for short term. Because their main difference is the time horizon. 1. With content marketing: - You launch a content program (e.g. video podcast + repurposing) - You stay consistent for at least 6 months. - You build authority and get leads. 2. With growth marketing: - You launch a growth experimentation (e.g. a signup flow) - You A/B test for 4 weeks and then analyze. - You get your first learnings to iterate. That's how you run content & growth in parallel. Now of course you can combine them (3 examples): 1. Use your best organic content for your paid ads. 2. Collaborate on custom content for ABM sprints. 3. Gather intent signals from content for targeting. And for both, there is no magic trick. - You need to focus and discipline. - You need a great strategy and solid execution. - You need to listen to your audience and iterate. What's your favorite between content and growth?

Most businesses have no real newsletter strategy: - "We will send 1 newsletter per month" - "We will share our company news" - "We will add CTAs to our website" They treat the newsletter as a task, not a real marketing tactic. On the other side, some businesses: - Use their newsletter as a strategic asset; - Send qualified audience to grow the asset; - Turn their newsletter into a revenue machine. The difference? They have a newsletter strategy. To be exact, they followed 5 key steps: 1. They built the strategic foundations 2. The newsletter has a value proposition 3. They have a clear content posture 4. They installed an audience feedback loop 5. They created a clear content plan You'll find the full breakdown in the infographic enclosed. So here's my advice (if you want to turn your newsletter into an asset): Stop sending newsletters on autopilot. Pause. Create a strategy with the 5 steps. Then start again.

In 5 years, there will 2 types of marketers. There will be Full Stack AI marketers and outdated marketers.

I receive 4/5 cold emails from AI tools that want to promote their product to my audience. The number of AI products is drastically increasing. Simply because it’s so easy to build one (vibe coding, OpenAI API). But the hard part is to find the audience, acquire first customers, find product-market fit, and build a community of trusted users. And this is still very hard because attention is limited.

Luck is rarely involved.

Pierre Herubel @PierreReddot exponentially grew to 130K followers on LinkedIn and became an authority figure in the B2B content space in record time. In this episode, he’s sharing everything about his content creation process, social selling on LinkedIn, and more: → Key Elements of a B2B Content Strategy → How the Whole Content Ecosystem Works → Types of LinkedIn Posts That Perform Well → How SaaS Businesses Can Use Lead Magnets → How to Write Authority Content Listen now! YouTube: youtu.be/s6mRdrvrGWg Spotify: open.spotify.com/show/7vVEMqCSK… Apple: podcasts.apple.com/us/podcast/pro… And check out our sponsors: 1. Attio: The next generation CRM - attio.com/productgrowth 2. Vanta: Automate compliance, manage risk, and prove trust - vanta.com/aakash

In 2019, I thought "going big" was the only path: - Want to build a company? Raise funds; - Create a business plan, hire a big team; - Get pressure from investors, work hard; - And maybe sell the business in 5 years. For a long time, I thought this was the only path. It looked like 'the right and only way' to build a business. But it felt off to me (too stressful, too many sacrifices). I was far from expecting the business I have now: - Started with $0 investment (no investors' pressure); - Work from home, travel 4 months per year; - Not overly complex (and 80% margin); - Focused on my core expertise. Here's the point: You don't need to sacrifice your life for 'growth at all cost'. You can adapt your business to your life plans.

A lot of B2B businesses get social selling wrong: - Send 100s of standardized messages - Pitch slap with seller-centric messages - Try to book a 'quick call' within 5 minutes - Say things like "we empower businesses like yours" They do this for a few weeks and then say: "We've tried social selling, it doesn't work for us." Here's the truth: These businesses are using a totally wrong playbook. - It's not effective: no one likes pitch slaps (do you?) - It's damaging their brand (flagged as spammers) But don't get me wrong: sending DMs is NOT a problem. - As any marketing tactic, you just need to do it correctly. - Some businesses are closing deals with social selling. Founder: "So how should we do social selling then?" Me: I studied the best social sellers to create this checklist. Save it and use it every day. Now here are 3 lessons you need to keep in mind. 1. Social Selling is 10x easier if you publish content Showing your expertise and content will increase your authority, so you'll benefit from the trust factor. So people have more chance to open, read, and reply your messages. 2. You should not aim to book calls within minutes If you can book a call within minutes, go ahead, but it should not be your primary goal. Instead, ask questions, share resources, discuss, comment their content, or analyze their business. 3. It's simple, but doing it daily for a year is hard Many people will read this checklist and think "this is just common sense" (and they are right). The hard part is not doing it 1 time, it's doing it daily for a year without stopping.

It's always about the basics. If you discover me with this post, I'm Pierre Herubel, a B2B Marketer. Follow me on X for more marketing tips.

7. Build simple systems for complex problems - You need systems for the long run. - Seek simplicity (simple things don't break). - Test, analyze, iterate, then build and automate.

I worked on 320+ marketing strategies in 8 years. - I Bootstrapped a $1M business - Got 30M views in one year - Generated 200 leads/mo alone - Advised Fortune 500 companies Here are my 7 timeless marketing rules: