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

I've been a marketer for 9 years.

This is the most surprising question I've been asked:

"Testing sounds interesting, but it's not for us. Can we skip to the results phase?"

This came right after I explained the "test, iterate, scale" methodology.

It was in 2021.

And after that, I realized something very important for my career.

Marketing is often perceived as a magic button.

Press a button → get leads

Or an alternative;

Press a button → go viral → get leads

But when you're a marketer, you know that:

Marketing is all about patience, iteration, and consistency.

I help B2B businesses get clients with content

In 2026, businesses will have 2 marketing options:

(This decision will shape their entire strategy)

Option 1: Focus on the noise around shiny new tactics

Option 2: Focus on foundations + what will matter in 2026

Because here's the truth:

The last 12 months were very busy in terms of marketing innovations.

- New tools every day
- A lot of content that shares new tactics
- Constant AI updates that unlock new possibilities

It wasn't easy to avoid the shiny object syndrome.

- "Should I try this new tool, or this new process?"
- "We're not using AI for this yet, we're behind!"
- "I heard we can get leads with this hack!"

But the real winners of 2026 will focus on 2 aspects:

1. Keep building and iterating on marketing foundations

- Clear ICP, positioning, and messaging
- Strong offers based on market research
- A brand narrative that makes everything click

2. Adapt their strategy to what matters in 2026

- Use AI for tactical workflows
- Focus on intent signals & warm outbound
- Build a real content repurposing & distribution system

And of course, they'll invest a bit to test innovations.

But they will not lose focus.

Follow me, Pierre Herubel, for daily marketing tips.

I've audited over 500 marketing strategies.

My advice: ask yourself THIS question:

"Do we have a marketing system in place, or just a series of random acts of marketing?"

And here's how to answer:

- Look at the past 12 months;
- List all the marketing actions conducted;
- Analyze if they were connected or disconnected.

It's important.

Because there are only 2 types of marketing approach:

1. Reactive: launching marketing actions based on time-sensitive demand.

2. Proactive: connecting marketing programs together into a system.

And the 2nd type gets more results.

Follow me Pierre Herubel for daily marketing tips.

The B2B Marketing playbook changed a lot in 3 years.

Here are the 3 biggest tactical shifts:

1. Content was a side quest for the marketing team. It's now a crucial part of their day-to-day.

2. Businesses were spending a lot to build an attribution system. Now they're investing into intent signal systems.

3. Cold email was generating pipeline but it became harder. Now signal-based outbound is the best practice.

They reflect a deep shift in B2B marketing.

And if I had to summarize, I would say:

Before: lead generation + attribution 

- "We generated 100 MQLs" 
- "Where do they come from?"

Now: demand generation + intent signals

- "We're creating demand with content"
- "What account is showing intent?"

The new playbook is about consistently creating demand and actively prioritizing who to contact. This became possible thanks to new tech (AI, tools) and new B2B buyer behavior (self-serve buying journeys, social media as a buying channel).

And of course, the foundations remain the same:

- You need a strong strategy (ICP, positioning, messaging)
- You need marketing discipline (test, analyze, iterate)
- You need data efficiency (CRM, analytics, scoring)

So if you want to install the 2026 B2B marketing playbook:

- Invest in content, partnerships, personal brand collabs
- Gather intent signals, and do warm outbound
- Build a demand capture system

Follow me for daily marketing tips.

This is the winning B2B Marketing playbook for 2026.

Let me break it down for you with 5 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.

- Develop clear content pillars
- Publish consistently across time
- Vary formats and channels

2. Build a solid intent signals gathering system

For long we thought attribution was the key, but with the new B2B marketing playbook, intent signals are more important. You need to constantly identify a list of prospects that have higher intent than average.

- Track content engagement across channels
- Score prospects based on signals and frequency
- Centralize signals in one CRM or system

3. Use ads to amplify what already works

Ads will not create demand out of the blue but it will expand your reach and reinforce awareness with repetition. 

- Promote top-performing content
- Retarget engaged and high-intent audiences
- Focus on repetition, not aggressive messages

4. 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.

- Optimized social media profiles
- Dynamic forms to segment leads
- Soft captures like webinars or guides

5. 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.

- Build a social selling routine
- Create warm email sequences
- ABM for larger accounts

And AI is an enabler across the playbook.

***

We are looking to help 3 more B2B businesses to install and run this playbook in Q1 2026, tell me if you're interested.

Many founders want "leads" as fast as possible.

- "Contact everyone in the CRM"
- "Send SDRs to every event"
- "We need leads NOW!"

They want to hit the quarter sales targets.

And I feel the same. Because I'm a founder too.

But I'm also a marketer, so I know that:

- Sales cycles can be very long;
- Not everyone is ready to buy now;
- My prospects have many other things to do.

That's why I don't focus only on "lead generation".

I also do "demand generation":

- Daily content across channels
- Help my team create content
- Test new formats all the time
- Weekly in depth newsletters
- Publish complete guides
- Build micro communities
- Get invited on podcasts

The goal behind this discipline is simple:

1. Help the audience and ICP as much as possible.
2. So they might think about us when they need help.

But I also do lead generation (or you can call it demand capture):

- Host forms on landing pages
- Segment, score, and tier CRM leads
- Do warm outbound for high intent prospects

Once again, it's not about opposing "demandgen" and "leadgen".

The goal is to do both of them correctly.

And combine them into a system optimized for revenue.

Follow me for daily B2B Marketing tips.

Here's your 4-week content creation plan:

(to kick off 2026 with a clear roadmap)

Week 1:

- Top 10 List
- Client Interview
- Before and After Story
- How We (outcome)
- Industry News
- Celebration

Week 2:

- Best Practices
- Industry Trends List
- Industry Report
- Podcast Clip
- How-To Guide
- Company News
- Problem Agitate Solution

Week 3:

- Founders’ Story
- Case Study (Full)
- Expert Tips
- Live Q&A Session
- Results Announcement
- Quote
- Launch Offer

Week 4:

- Case Study (Overview)
- Opinion
- Client Testimonial
- Poll
- Build in Public
- Resource List
- Comparative Analysis

At the end of the 4 weeks you'll have created 27 types of content.

Then, if you follow the 1 = 15 rule, you'll transform those 27 pieces of content into 405 additional pieces.

That's how you start a content flywheel.

Follow me Pierre Herubel for daily marketing tips.

In 2026, best brands mix pull and push marketing.

Because when you combine them, 2 things happen:

1. When your content and online presence is well established, your push marketing actions get better results;

2. Your push marketing actions maximize the ROI of your pull marketing because some people won't contact you directly.

With this mindset, there is no room for:

- "We do outbound only as inbound is uncontrollable"
- "We do inbound only as we attract only"

They are 2 core elements of an ROI formula.

And they also cover different needs:

- Push marketing allows you to get immediate results but you always need to invest to keep results.
- Pull marketing allows you to get long lasting results, but you need consistency and long term investment.

So stop opposing pull and push marketing.

Instead, start combining them into a system.

Follow me Pierre Herubel for daily marketing tips.

Marketer: "What should I focus on in 2026?"
Me: "Start with my 4 mandatory rules:"

- Rule (1): You need to know WHO is your audience, before choosing HOW you want to be perceived.

- Rule (2): You need to define HOW you want to be perceived in order to decide WHAT to say.

- Rule (3): You need to know WHAT to say, before choosing WHERE to say it.

- Rule (4): You need to define concretely HOW you're going deliver your value proposition.

It might sound simple.

But it's even easier to mess up.

- Spamming emails without a clear message;
- Hosting webinars without a value proposition;
- Writing a positioning statement without a clear ICP.

And the reason is always the same:

→ "We need quick results"

But the truth is that you can't get long lasting results without the right foundations. It’s like building a sandcastle, you might have something today, but tomorrow, you’ll have to start from scratch.

So remember:

To nail your marketing strategy, you'll need to:

1/ Define WHO your is audience
2/ Choose HOW you want to be perceived
3/ Write WHAT you want to say
4/ Decide HOW you deliver transformation

Follow me Pierre Herubel for daily marketing tips.

In 2026, it's harder to stand out with content.

But it's definitely easier with these 3 rules:

1. Don't think about the format or the hook first. Instead, think about the unique insight you want to share.

2. Always add your point of view (POV) to the insight. When information is available everywhere, your expert perspective matters more.

3. Introduce your insight with a double hook: visual and text. This will allow you to attract attention and frame your point in an interesting way.

This is differentiation 101:

Unique insights + unique point of view + unique formatting.

And that's exactly what you need in a red ocean of generic content.

- You become memorable (top of mind awareness)
- You build an audience that truly wants to read your POV
- You position your brand (or personal brand) as an authority

Follow me for daily marketing tips.

In 2026, too many brands still start from "let's run ads".

Here are the 3 strategic layers they're missing:

- A demand strategy with ICP and positioning clarity
- A demand plan with channels, metrics, and sales alignment
- A demand execution roadmap for creation AND capture

They want to "generate pipeline" but:

- Don't know who their buying group is
- Don't know what messaging resonates
- Don't know how to balance creation vs capture

They're missing the foundations of demand gen.

So they end up optimizing small details:

- "Should we gate this ebook or not?"
- "I think it didn't convert because of the CTA"

Now of course the demand gen system in 2026 is about EXECUTION.

- You need intent signals and lead scoring
- You need great content and optimized forms
- You need to combine paid ads, SEO, community, and CRM

But as any other marketing motion, demand gen relies on foundations.

Here are 3 examples on how exactly:

- Solid channel selection → based on ICP definition
- High-converting landing pages → based on messaging
- Effective sales handoff → based on buying group mapping

So let's focus on demand strategy (1) and demand plan (2) first.

Demand execution (3) comes next.

Follow me for daily marketing.

B2B Partnerships are changing in 2026.

Here's the new playbook explained in 5 parts:

1. Context: from brand partnerships to personal brand partnerships

Marketing is moving from "brand-to-people" (SEO, ads, guides, company pages) to "people-to-people" (personal brands, thought leadership ads, owned channels, creator newsletters). 

Partnerships are also naturally evolving in this direction.

2. Distributing content only through your internal personal brands isn't enough

If you're running an "in-house personal brand program", you're ahead of most competitors. But the top businesses are adding extra layers of distribution.

Here's what they understood:

- Only publishing on 1-2 profiles is limiting
- Using multiple channels increases distribution
- Publishing on multiple profiles amplifies network effects

3. Use the 5 winning partnership tactics for 2026

You can choose from 5 tactics:

- Tactic 1: Your internal personal brands publish on their own channels.

- Tactic 2: Your internal personal brands co-create (and co-distribute) collaborative posts with influencers.

- Tactic 3: Thought leaders in your industry publish content about your brand.

- Tactic 4: You incentivize your clients to show how they use your solution.

- Tactic 5: You co-create and co-distribute content with complementary solutions.

You should always start from tactic 1.

4. Plug your partnerships programs into your GTM system

Partnerships shouldn't be siloed from your main marketing strategy. 

Here's how to connect them:

- Analyze results to identify best marketing messages
- Collect, analyze, and act on engagement
- Plug your warm outbound campaigns (intent-based)
- Boost the best performing content with ads
- Repurpose the best content into other formats

5. Track the impact of this marketing motion

Analyze results on two levels:

- Secondary metrics: impressions, views, engagement, saves, shares, monthly growth.

- Primary metrics: inbound leads, ICP-fit engagement.

Overall the 3 main questions are:

- Are partnerships growing the brand awareness?
- Are we getting inbound leads?
- Is it facilitating warm outbound?

***

We're deploying this playbook for our clients in Q1.

Follow me Pierre Herubel to get the updates on the B2B marketing playbook for 2026.

I'm a 41-year-old serial entrepreneur, advisor and investor born and raised in Berlin, now living in Madrid.
I am passionate about business and technology and always open to new ideas, and meeting interesting people.

My Story
I was 12 when my dad brought home our first computer - an Intel 486 with a CRT screen - bare bone, not even a graphic or sound card. Still, I was mesmerized by this new piece of tech in our house from day one. My dad started teaching me the fundamentals of programming. First Turbo Pascal, later Delphi, PHP, MySQL.
So, I started coding. First, some games on my own. Later, after graduating from high school more complex applications and websites with my friend Christoph. Our hobby turned into a small web agency and sparked my interest in entrepreneurship.
I went on to study electrical engineering and business at the University of Technology in Berlin. One month before I had to submit a business plan as part of my entrepreneurship class, Christoph and I had finished a small project for a customer: A (really shitty) desktop software to send email newsletters.
While brainstorming an idea for the business plan, we realized that building a web-based software as a service based on this product might actually have some potential.
Fast forward 7 years - after a lot of hard work, a bit of luck, and almost giving up - we had bootstrapped an email marketing software named Newsletter2Go to a market leader in the DACH region employing 80 talented people from all over the world.
At that point, we were trying to internationalize but realized that it would be difficult on our own. Europe was fragmented and there were big, well-funded US players competing for market shares.
We decided to join forces with our French competitor Sendinblue (now Brevo). In January 2019, Newsletter2Go was acquired and we now formed the European market leader in our category.
Over the next years, my role changed. I moved to Toronto to lead our North American operations and M&A activities. We quadrupled our NAM footprint, raised $160M, and acquired 9 companies. From 2024, I chaired the Brevo Advisory Board. We grew Brevo to a Unicorn with 1,000+ employees worldwide.

I also co-founded and invested in a few start-ups with exceptional teams.
Jurafuchs, Germany's #1 e-learning app for law students and legal professionals, RFQ2GO, the future of aerospace estimation software, Livebuy.io, live video online shopping, Vespucci Analytics, AI-driven mobile analytics, Haven, a government contract matching platform, and Peec.ai, a fast-growing GEO SaaS.
✌️

Steffen Schebesta

Von Bootstrapping zu Unicorn 🦄  – und wieder zurück ins Startup 🦊 

Im Startup Insider Podcast habe ich mit Jan Thomas über meinen unternehmerischen Werdegang gesprochen.

Von acht Jahren Bootstrapping mit Newsletter2Go, über den Exit zu Brevo, die internationale Skalierung, M&A und den Weg bis zum Unicorn, bis zu meiner bewussten Rückkehr ins Early Stage als Mitgründer von Jurafuchs.

Wir sprechen darüber,
 – warum ich nach 1.000 FTEs wieder ins Startup-Leben zurückgegangen bin
 – weshalb Execution im AI-Zeitalter wichtiger ist als perfekte Strategie
 – und warum ich glaube, dass AI das 2-Sigma-Problem in der Bildung erstmals wirklich lösen kann.

Danke Jan Thomas für das großartige, tiefgehende Gespräch.

🎧 Den Link zum Podcast findet ihr im ersten Kommentar.
#StartupInsider #Entrepreneurship #SaaS #AI #LegalTech #FoundersJourney #Podcast

Growing companies from $0 to $100MM+ ARR • Entrepreneur, Advisor & Investor • YPO & EO Member

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