Erin Balsa

Content Marketing Consultant and Writer 

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.

Erin enjoys B2B content marketing, keeping the Halloween spirit alive year-round, and talking about herself in the third person. 

No but really ... 

I've been working in content since 2011 when I landed my first job as an editor. Since then, I've worn a bunch of hats like:

- Content marketing agency leader
- Inc. 5000 B2B SaaS marketing director
- Freelance content strategist, writer, and editor

Over the years, I've written for a bunch of brands you probably know including:

- HubSpot
- Drift
- G2
- Intuit
- And a Fortune 100 that shall not be named

These days, I help marketing teams at B2B SaaS companies (Series A-C) survey a representative sample of their ICP and write a 𝒃𝒆𝒍𝒊𝒆𝒗𝒂𝒃𝒍𝒆 original research report that positions their brand as a credible authority — to secure press mentions and close enterprise deals.

If you're ready to publish research that builds trust instead of skepticism, let's chat. And if you just want to connect with a fellow marketing nerd who decorates for Halloween in July, I'm here for that too.

Hausofbold.com

Content Marketing Consultant

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions. 

Unlike some strategists and agencies, I don't hand you a content strategy and say, "Best of luck!" I ensure your success by helping across four buckets:

▶ People 
▶ Process 
▶ Strategy
▶ Execution 

Learn more and read client testimonials at: hausofbold.com

It's been 3 years since I joined Navattic as a marketing advisor.

In celebration,  I'm pressing buttons on my keyboard! 

(Look at me go.) 

I remember reaching out to Devin Reed and asking him how he got into advising. A simple question — but putting my intention out into the world changed things for me. 

Next day, Natalie Marcotullio reached out ... and the rest is history!

I'm grateful to have found such a wonderful long-term partner. Amazing people, amazing product, and super customer-obsessed. What's not to love?

👉  If your B2B needs regular guidance from a content/brand leader with deep experience in content strategy, original research, and thought leadership, drop me a note.

B2B Content Marketing Leader & Advisor | Creating Data-Backed Narratives That Make Selling Easier

I opened my LinkedIn notifications to see that someone left me a mean comment. 

My blood instantly started to boil. 

"Your research report reads like a sales brochure — you just don't know it yet."

𝘞𝘰𝘸. 𝘙𝘶𝘥𝘦! 𝘞𝘩𝘰 𝘩𝘢𝘥 𝘵𝘩𝘦 𝘢𝘶𝘥𝘢𝘤𝘪𝘵𝘺 𝘵𝘰 𝘴𝘢𝘺 𝘵𝘩𝘢𝘵 𝘢𝘣𝘰𝘶𝘵 𝘮𝘦?!

Oh. 

It was me.
I posted that.
A few days ago. 

This is what happens when you take the advice to "lead with a spicy hook." It comes back to haunt you every time you open your notifications. 😂

It’s 9:07am and we have already:

- eaten breakfast, twice
- built a haunted house out of Picasso tiles 
- made cookies with Play-Doh 
- put ghost stickers on a sheet of paper 
- colored (but not on the wall this time)
- played in 3 feet of snow 

Ah, what other joys will the day bring? 

I know one thing it won’t bring: the ability to work in silence. 

Those days are long gone. 🙃

No alternative text description for this image

If your buyers are skeptical — and they are — would your research pass the sniff test or raise red flags? 🚩 

Most B2B research falls into one of four categories based on:

Rigor of methodology (competence)
Transparency of reporting (integrity)

Here’s a quick gut-check:

Is your methodology rigorous or sloppy?

Q: Was your sample size large enough to support the claims you made?
Q: Was your sample actually representative of your target market?
Q: Was the person who designed the survey and handled the data properly trained?
Q: Did you do data quality checks to weed out bots and people speeding through for rewards?
Q: Did your screener questions weed out respondents who lacked relevant, recent experience?
Q: Were your survey questions clearly worded, non-leading, and free from bias?
Q: Did you run cross-tabulations to analyze relationships within the data?
Q: Did you clearly disclose your confidence levels, margin of error, and study limitations?

Score it like this:
1 point for every “yes”
Higher score = higher rigor

Is your reporting transparent or selective?

Q: Did you set out to test a hypothesis rather than go digging for interesting stats after the fact?
Q: Did you report on the findings that challenged your assumptions — and not just the ones that supported them?
Q: Did you publish your survey questions verbatim instead of paraphrasing them?
Q: Did you distinguish between correlation and causation?
Q: Did you invite external experts to interpret your findings?
Q: Did you acknowledge limitations and uncertainties in your data?
Q: Did you keep your analysis neutral without turning it into a sales brochure?
Q: Did you show the full distribution of responses instead of only highlighting favorable results?

Score it like this:
1 point for every “yes”
Higher score = higher transparency 

Tally up your answers and see where you're at: 

High rigor + high transparency = Believable Research 
High rigor + low transparency = “Trust us” research
Low rigor + high transparency = Amateur research
Low rigor + low transparency = Hogwash research

Was this helpful?

B2B marketer with a content DNA | Sr. Marketing manager @Adnovum | Content creator at 💖

I’ve spent the last decade building and scaling B2B marketing engines across sales-led and SaaS companies in cybersecurity, IT, MarTech, and venture building, blending organic growth, product marketing, positioning, and GTM strategy to drive actual pipeline, not just impressions. 

Along the way, I grew a community of 52,000+ business professionals who follow my practical takes on strategic marketing, AI workflows, and organic growth. 

My superpowers:
- Turning complex products into clear, compelling narratives.
- Building integrated campaigns that grow and engage audiences. 
- Thinking in systems, not silos. Picking up new skills with a ton of curiosity. 
- Mentoring and motivating teams. 

Today, I split my time writing and growing The Workflow (my newsletter on AI-powered marketing systems), partnering with MarTech and AI companies, and advising B2B teams on organic growth, product marketing, positioning, and GTM strategy. 

Open to contract work (consulting, advisory & content creation) and full-time opportunities where my skill set can make an impact.

If you want to discuss a collaboration: 📩 lattanzio.sara@gmail.com

Sara Stella Lattanzio

Holy moly, the last few years have been a complete 180 in content marketing, and it will never look the same.

→ Channels changed.
→ Algorithms changed.
→ Content operations changed twice over.

And now (content) marketing job descriptions are drafted in five minutes with an AI prompt and a rough idea.

Semrush just released a study analyzing 8,000 content marketing job listings in the 🇺🇸 (full dataset: https://bit.ly/3NcRPSB), and it got me thinking.

I've dissected the key findings and added my takeaways for each, because data without application is just more anxiety.

Three caveats before you read on, based on my own experience:

→ The US has always been ahead in content marketing maturity. Europe is moving in the same direction, just 12–24 months behind, so the data might be slightly geo-biased.

→ The "shrinking middle layer" finding applies mostly to larger organizations. Most small companies don't have a dedicated content leadership role, a direct consequence of lacking a mature marketing function.

→ Finding 4 is my favorite, and something I've been saying for a long time. Companies don't need AI architects. They need people who know how to do their job and use the best tools available to improve quality, efficiency, and cut costs.

🎢 Dear content marketers: fun times ahead!

#SemrushPartner

Brand partnership • B2B Marketing Leader & Advisor | Building GTM and product marketing systems for scaling B2B companies | University Lecturer

taplio

The Battle

Erin Balsa

Sara Stella Lattanzio

Followers

Posts

Engagements

Likes

Performance ScoreErin Balsa's LinkedIn Performance

Performance ScoreSara Stella Lattanzio's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Erin Balsa

Sara Stella Lattanzio

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Erin Balsa's LinkedIn Performance

Performance ScoreSara Stella Lattanzio's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreErin Balsa's LinkedIn Performance