Build Your B2B Content Strategy with my Course

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- Check out our website here: contentpath.co
- Or you can DM me directly to start working together.

Pierre Herubel

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.

Follow me Pierre Herubel for daily marketing tips.

I help B2B businesses get clients with content

CEO: "Our website doesn't convert, it must be the copy"
Me: "It could come from those 4 problems:"

1. Indeed, it could be a copywriting issue.

2. But it might be because of an unclear messaging;

3. Maybe, your value proposition (or offer) is not appealing;

4. Or, your target audience is not properly defined.

Now to be honest, it's rarely only a copywriting issue.

The problem is often rooted into a deeper marketing layer.

Because here's the truth:

Copywriting can't fix a broken marketing strategy.

- Fixing the headline won't make your offer "irresistible";
- Changing the ads won't create buying intent instantly;
- Posting content won't create a market problem.

CEO: "So what should I do for my website conversions? We need leads NOW!" 
Me: "Take a deep breath, and get back to the basics:"

1. What is the market problem you're fixing?
2. Who is your ideal customer within this market?
3. How do you fix THEIR problem exactly?
4. What offer can you propose them?
5. What is your desired market positioning?
6. What is your unique selling proposition?
7. How do you show this offer with key messages?

Answer those 7 questions, then update the website's copy.

Follow me Pierre Herubel for daily marketing tips.

I help B2B Businesses get clients with content

Founder: "What should we include in our messaging?"

Me: "First, you need to answer those 5 questions:"

1. What does my Unaware audience need to notice first?

2. What symptoms help them realize the real problem?

3. What proof helps them trust the solution category?

4. What makes my method obviously better than the alternatives?

5. What gives the Most Aware audience a reason to act NOW?

Most companies only focus on the last question.

They're only speaking to the "most aware".

- Always pushing “you should buy now”
- Always sharing promos, discounts, CTAs
- Always posting technical product guides

And then they wonder:

“Why aren’t more people converting?”

Because 99% of your audience is NOT Most Aware.

The brands that win do the opposite:

- They educate before they sell.
- They cover the 5 stages of awareness.
- They build belief before they ask for action.

Now here's the truth:

You can't control who's in what stage.

But you can vary your content mix to cover the whole spectrum.

Follow me, Pierre Herubel, for daily marketing tips.

“Marketing is easy, you just need to find leads.”

Sure, but you also need to build an entire marketing machine:

1. Define a clear, relevant strategy that actually matches your market.

2. Choose the right tactics and deploy them at the right time.

3. Show up every day with consistent actions, even when results are slow.

Here's the truth:

Commenting on a tech product feels difficult. 

But commenting on marketing feels simple.

- "We don't need this strategy, let's skip to leadgen"
- "I think we should go viral on socials, not do webinars"

And the reason is simple:

The real work behind growth is invisible.

- It's the quiet strategic thinking and research.
- It's the robust systems behind the scenes.
- It's the daily discipline on boring tasks.

It’s about building a real marketing machine.

And the machine is 99% invisible.

So I designed this "Marketing Machine" infographic to show what happens behind the scenes.

- Weeks spent refining positioning until it finally clicks.
- Months testing messages no one will ever see.
- Designing campaigns, funnels, and content plans.
- Publishing content consistently, even when results are slow.
- Sending DMs or emails every day without skipping.

To every marketer doing the invisible work, keep going.

Follow me Pierre Herubel for daily marketing tips.

Most B2B businesses’ content plan looks like:

- “We're proud to receive this award!”
- Show our “brand values”
- Promote an ebook
- "Meet our new sales director!"

Here’s the harsh truth:

You won’t become the go-to expert of your industry with this kind of content.

Instead, you need to start thinking more like a media.

- Build a brand where people get info from
- Post content people save and reuse daily
- Help your audience with in-depth insights

Your audience needs to feel “They really understand my day-to-day and give me useful tips, I want to follow them”

That’s how you build top of mind awareness.

And guess who they’ll call when they need help?

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.

👋 Learn to build your content repurposing system → Click on "visit my website" to learn more about my repurposing factory course

SAASTEPS

- Building all departments & processes (CSM, CSS, CX, R&D, Product Owner, Sales Ops)
- Main Technical Architect for prospects, customers, and investors
- Leadership to all Operations team
- Participated & involved in every aspect of the company's growth

Interim CTO/COO

Achievements:

- Interim CTO and Product Manager for the Kinetic Growth Venue and Encore applications (available in the AppExchange).
- Accelerated time to patch and time to new release over 300% by installing a customer-focused solution approach to software engineering.
- Successfully recovered high-risk accounts and deployed a customer experience upsell and cross-sell journey.
- Delivered innovation to a 9-year old software by bringing configurable attributes (light CPQ) and a fully customizable look and feel of the E-Commerce front store.
- Enabled customers to control their Catalog, Pre-checkout, and Checkout process.
- Revisited all customer's implementations and provided insights for growth.

Senior Vice President, Operations and Services

Achievements: 

- Responsible for closing [first company client] a full Salesforce implementation journey with German's biggest Aircraft OEM.
- Brought key-industry players to the board of advisors (Million Dollar Arm Disney Producer Brenda Navori and ex-Bombardier, ex-Embraer EVP Sergio Frias).
- Created a dedicated Aerospace Business Unit.
- Co-Founder of the Lead-to-Revenue program, enabling companies to spend an average of 2/3 of the current cost replacing Enterprise Software with better, newer, faster alternatives.
- Responsible for overseeing all solutions from a technical and architectural standpoint.
- Structured the GTM and Launch programs to accelerate partners' solutions and products.
- Oversees all Contractual, Lead generation, Services, and Sales Ops processes.
- Responsible for building highly custom-tailored demos for prospects and clients in any technology.
- Digital Marketing Go-to-Person for all partners.
- Installed internal and external processes from Internal Audit, Compliance, and Lean Methodology perspectives.
- Website and eCommerce revamp enthusiast.
- Founder of SaaSteps Brazil Services.

VP of Sales Operations and Services

Kinetic Growth

100% Native & Lightning eCommerce, Subscription Management, Billing, and Renewals Management.

M&A - Interim CTO/COO

CloudOne+ CRM Consultants

Achievements:

- Technical Leadership on a full JETNET APP developed in Salesforce with several integration datapoints, published in the Appexchange for JETNET, a leading aerospace data analytics company.
- Led Non-Profit Cloud Project with Susan G-Komen for Pardot and Facebook Integration.
- Closed $150k+ new projects for the company in less than 12 months.
- Responsible to develop, adapt, train/workshop on site for all Salesforce Classic to Lightning Transition clients.
- Responsible to develop/manage all custom Visualforce, Visual flow, Process builders, Apex, Integration projects.
- Help clients consistently meet/exceed goals and metrics.
- Positively impact client renewals.
- Responsible for overall product development lifecycle.
- Instill best practices for software development, documentation, and internal controls.
- Assure designs meet requirements and deliver high-quality work on tight schedules.
- Manage day-to-day activities of the engineering team within an Agile/Scrum environment.
- Deliver high client satisfaction (CSAT).

Sr. Technical Architect

Embraer

Direct report to the Chief Compliance Officer, General Counsel and the Risks, Audit Committee and Embraer Board of Directors.

- Responsible to redesign the investigative process for the Whistleblower Channel (Helpline) using lean tools (Kaizen).
- Led multiple investigations in Brazil, US, and Europe.
- Experience in forensic eDiscovery Tool, Data Privacy Laws, GDPR.
- Worked closely with the Compliance Awareness Program.
- Design presentations to the Ethics Committee.
- Data analysis in multiple CRM, ERP and other databases.
- Responsible to interview candidates/new hires in the department.
- Internal Audit's official appointed Compliance Agent.
- Shadowed investigation with US-based External Law Firm.

Senior Corporate Fraud Investigator

Direct report to the Contracts VP and the CEO of the business unit.

Responsible for:

- Executive Jets lead on the Embraer Digital: Customer Centric Digital Innovation project
- Gather information from all Sales VPs around the globe to build a strategic weekly report to the CEO regarding Hot Opportunities, Sales, Deliveries and Risks on on-going contracts.
- Inventory management for all Embraer Executive Jets products.
- Sales and Operations integration in order to streamline the needs of on-going sales opportunities.
- Salesforce.com Database Administrator for Sales and Contracts Life Cycle Management.
- Leader, developer and Project Manager for the implementation of the CLM - Contracts Life Cycle Management project, which changed drastically the way the business unit works.
- Participation in pricing build-up and definition for all products.
- Design CRM solutions and form effective project plans, added value in all stages of project work (definition, development, deployment).
- Analyze CRM related workflows, and suggest changes to improve the effectiveness of Sales, Marketing, Flight Operations and Contracts teams’ work with CRM.
- Several presentations and training for the global Sales Team in relation to all sales processes.

Business Manager - Executive Jets

Reporting to the Embraer Executive Jets Sales Contracts and Proposals manager.

- Started my career at 20 years old as a contracts administrator, I was responsible to support the sales directors around the world with their opportunities from the moment they had to request a formal agreement all the way to the sale of a new Embraer Executive Jet, having the opportunity to negotiate small, mid-size and large jets - multi-million contracts with customers' attorneys, drafting and proposing new sections and clauses, always keeping in mind our client`s satisfaction with the win-win mentality. When any other department was involved due to a special request, I was required to lead the negotiation and gather information from different areas in order to close the deal and propose the best service in class to our clients. As the commercial head of the deal, I was also responsible to calculate margins and pricing, reporting directly to the manager of the vice president when approval was necessary.

- Responsible to measure and create the area`s Key Performance Indicators as a Salesforce.com & Microsoft Sharepoint developer, being able to reduce the amount of excel spreadsheet controls, identify gaps in the process and improve it accordingly, using the lean methodology tools.

- Lead several Kaizens projects to improve the negotiation and sales process, from the moment of the request for an agreement to where the deal was converted into a closed won or lost.

Sales Proposals & Contracts - Executive Jets

- At the age of 19 years old, I was responsible to help the Embraer Executive Jets account managers to deliver business jet to world-wide customers, being able to interact and connect with people from several nationalities, especially Europe, Middle East and Africa, from the moment they arrived at the delivery center facility in Brazil to the departure of the aircraft, being able to learn about the exportation and importation process. I also had interaction with civil aviation authorities from different countries.
- I was a part of the team that created and built the first contracts database, putting together more than 5 years of data into one single bulk load file.
- Responsible for the upcoming aircraft delivery reports, I was able to learn how to make simple and straight forward power point presentations to the manager of the department.

Intern, Contracts Administrator - Executive Jets

Sonda Procwork

According to the HR, I was the first employee hired under the age of 18 years old, I had to take 4 buses a day and usually took 2 hours to get to work.
I worked 6 hours a day in a help desk call center, closing an average of 46 service orders a day, supporting the front desk line in Portuguese and English, understanding user's problems and escalating them accordingly when necessary.

IT Analyst

13+ years of Salesforce experience in the global industry with proven results from strategy to implementation in any economic climate.

Product owner/manager at SAASTEPS since M&A from KineticGrowth - helped build SAASTEPS LLC from the ground up with global executive leadership and technical role.

Brought key industry players to the board of advisors (Million Dollar Arm Disney Movie Producer Brenda Navori and ex-Bombardier EVP, ex-Embraer EVP Sergio Frias).

Salesforce implementation top AppExchange vendors for Embraer Executive Jets ($4Bi+ Aircraft OEM).

Advisor/mentor for a handful of high-net-worth individuals (HNWI) with anything SaaS-related.

Highly experienced in SaaS strategic advisory, product management,  development, and aerospace/aviation/executive jets passionate.

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