VP of Marketing @ HYCU | #5to9: Keeping Up With 2 Kiddos

My first job was bussing tables at my dad’s restaurant, where I learned something that still shapes how I lead today: it’s not just the product that keeps people coming back, it’s the experience.

That idea is at the core of how I approach growth. Whether it’s a restaurant or a B2B company, sustainable growth comes from creating experiences that customers care about, understand, and want to return to. In practice, that means combining clear positioning, disciplined targeting, customer insight, and a willingness to experiment, all grounded in data and accountability, to build programs that drive pipeline, improve retention, and support long-term growth.

I’ve built and led marketing and growth teams across enterprise, mid-market, and startup environments, helping companies move from reactive execution to focused, predictable growth. Along the way I’ve rebranded companies, built revenue engines, scaled teams, and helped leadership teams clarify how they show up in the market.

Most recently, I led marketing at PathFactory, where I oversaw the merger with Uberflip — unifying messaging, content, and teams to position the business for its next phase of growth. Before that, I’ve held senior leadership roles at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC.

In addition to my operating roles, I advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and build growth programs that connect clearly to revenue.

I tend to do my best work where there’s momentum, complexity, and opportunity — and where leadership wants a partner who can help turn strategy into execution and execution into results.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

Brooklin Nash 💡

Let’s be honest: most B2B content is boring AF. 

It’s often general statements and regurgitated info and basic definitions, wrapped in faux authoritative lingo. 

Before you pull out your pitchfork, let me clarify: this isn’t entirely, or even mostly, the fault of content marketers. Content teams face high publishing cadences and lead gen expectations, low bandwidth and budgets, with little leeway to lean on leadership, partners, and customers. (Not to mention peanut gallery questions like “can we optimize this?” and “can we make this go viral?”) 

All of that, if you’re not careful, can lead to an “it’s good enough” mindset.  

This mindset affects the reader—and in turn your pipeline. But it also diminishes the role of content marketing within a company. 

Content marketers can be storytellers and interpreters. They’re not just here to serve lead gen. They’re here to make their customers and audience the stars of the show. To do that, they can’t be relegated to keyword research and ill-conceived gated assets. 

That’s an issue worth fixing.

That’s why I started Beam Content with two co-founders who know their sh*t. 

With nearly a decade of experience in B2B marketing, the #BeamTeam focuses on long-form content and social assets that resonate with your audience. 

We work with clients like:

Outreach
Typeform
DocuSign
Coursera 
Metadata
Bird 
Mixpanel
Dooly

Are you looking to elevate your content? 

Shoot me an email! brooklin@beamcontent.co

Co-Founder

Beam helps B2B SaaS companies create expert-driven content based on interviews and original data so that they can build trust with their buyers.

Working with: Outreach, ThoughtSpot, Freshworks, Metadata, Dooly and more.

Brooklin Nash

A lot of BOFU content is just TOFU content in a tuxedo.

If you can send it to any of your prospects, it's probably not specific enough.  
If you're depending on the size of the logo, it's probably not relevant enough.  
And if it's based solely on last year's narrative deck, it's probably not resonant.  

The starting point isn't to talk to your customers; that comes later. The starting point is to talk to your team.

Start with open-ended questions for your counterparts in Product and Customer Success. Use those answers to define the specific questions you want to ask in your next survey, customer interview, CAB roundtable, or event. Then, use *those* answers to create specific, relevant, and resonant BOFU content. 

Here's a few questions to get you started: 

>> Product

Where do we genuinely outperform competitors in specific workflows or capabilities or ProServ areas (not just on feature lists)?

What are the most common jobs our product gets brought in to do — especially the ones that actually drive purchase? How do these use cases differ by segment (e.g. company size, role, industry)? Are there edge cases that surprise us or get overlooked in our messaging?

What does a day in the life of our best-fit user look like, and where does our product make things faster, easier, or more accurate? What tools does our product usually sit next to (or replace) in the stack?

What are the most common friction points when people adopt us into their workflow?

What does [pain point] look like in real life for users — what’s the trigger that makes them go looking for a solution? Do we solve the root cause, or just make the pain more manageable? How do we solve it differently than others?

What’s the outcome users care about most with [capability] — time saved, accuracy, control, confidence, something else? What objections or questions do users have about [capability] before they experience it?

>> Customer Success

What do our best customers have in common? What signals tell you that someone is likely to be successful with our product?

One of the main pain points we address is [____] . What questions are customers coming to us with around this pain point? What outcomes are they reporting back once it’s solved?

When customers talk about our product, what words do they use? What benefits feel most tangible to them? What stories do they tell when they’re recommending us?

During onboarding and implementation, where do customers tend to get stuck or frustrated? What kinds of questions are they asking at this stage? What internal hurdles do they mention?

After the deal closes, what are the most common questions we hear from customers? What do they feel unsure about or need more clarity on as they get started and begin using the product?

What signals or milestones tend to drive additional purchases or seats? On the flip side, when customers churn, what reasons do they give?

Talk to me about content backed by original research.

This is the best narrative podcast I’ve listened to since The Kids of Rutherford County. 

If you love Fela’s music like me, or even just have a passing interest in afrobeat, or want a story about music and resistance, or just miss well-produced podcasts… check it out. 

(From the creator of Radiolab.)

graphical user interface, text, application

Are you eyeing a six-figure budget for that TEI report or holding your breath for the Magic Quadrant in 2026?

Given that buyers are just as likely to trust blind-but-verified customer evidence as they are analyst reports, there's *probably* a better, more consistent, and less expensive way to build trust this year. 

I'm excited to see it play out with our clients. 

Curious what it can look like for your plans? Send me a DM! 




(Source: UserEvidence's report, The Evidence Gap: Why Buying Has Gotten Easier — But Selling Has Gotten Harder)

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Pete Lorenco

Brooklin Nash

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The Battle

Pete Lorenco

Brooklin Nash

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);}Brooklin Nash's LinkedIn Performance

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