Test, Iterate, Scale

Launch your B2B Content Strategy

I help B2B Businesses create and execute their marketing strategy for sustainable revenue growth. For this I apply my marketing playbook with content, paid ads, social selling, and ABM.

Startup Advisor & Fractional CMO

Writer of Marketing Guides & Frameworks

Bulldozer

Partner

Odaptos

Advisor

folk

Investor

Reddot Growth

Co Founder (Exited)

European Commission

Advising the EU to strategise and localize their communication strategy in Thailand, Vietnam, The Philippines, Malaysia, and Singapore.

Regional Communication External Consultant

Pimclick

Head of Digital

Goethe-Institut e.V.

Marketing Consultant

Ministère de l'Europe et des Affaires étrangères

Strengthening a deep and meaningful bilateral relationship between France and Thailand by localising  messages, consolidating strong partnerships with private and public actors, leveraging digital tools and organising events.

Communication Manager - Embassy of France to Thailand

EUNIC 

Create and implement the communication strategy for the Bangkok EUNIC project organized by Portugal Embassy, Goethe Institut, French Embassy, Spanish Embassy, Italian Embassy, and Silpakorn University.

Communication Advisor

Content Marketing for B2B Businesses | Fractional CMO | Startup Advisor | Get my ‘B2B Marketing Playbook for 2024’

Every day, I explain marketing visually to over 50,000 people.

But this expertise doesn't come out of nowhere:

- I Started selling services in 2014
- Worked on over 300 marketing projects
- Advised the EU in 5 countries 
- Bootstrapped a 7-figure revenue business
- Sold the business 
- Helped over 75 startups for their growth
- Published 400+ posts online with 24M+ views

I am now doing marketing advisory for B2B Businesses.

- Fractional CMO to help your structure and grow revenue
- 30-day sprint to build your content strategy
- Early Stage Startups coaching & advisory

Have a look at my marketing playbooks on Substack.

And if you want to work with me, DM or go to this form https://tally.so/r/wkN52e

Most founders lack clarity on marketing problems:

- Try new tactics while the target audience is undefined
- Write new headlines with unclear messaging
- Blame tools, tactics, and channels
- Never assess the positioning

They treat symptoms but not root problems.

They focus on surface-level problems because their ego is too big to question the foundations of their business. Blaming external factors is an easy escape.

- "Let's fire the agency, they send poor leads"
- "Our CRM doesn't have the right features"
- "This channel is bad, let's try a new one"

They are changing the color of the wallpaper while the house is built on a ravine.    

And the causes are often the same:

- Too product-centric → "Our product is the best"
- Not enough market-oriented → "The market will adapt"
- Too much efforts committed → "We can't change this now"

As a result, product and strategic problems are silently killing the business.

Here's the perfect scenario to move on:

Founder: I did a 2-week meditation retreat in the mountains, my ego has vanished - what should I do now?
Me: Let's analyze the 4 layers of marketing problems:

1. Surface-level Problems

You need to change your copy, channels, tactics, or tools to get more conversions. The criticality level is low, install a backlog and experiment changes.

2. Structural Problems

You need to plan structural changes with a 3-month roadmap. Audit your systems, teams, KPIs, and budget to revamp your marketing system.

3. Strategic Problems

You need to align your business and the market now. Work on your ICP, positioning, offer, and messaging. Each day that passes without addressing this issue, you accumulate marketing debt and diminish the perceived value.

4. Product Problems

You need to rethink your product capability for your target audience. It might be time to focus on a more specific use case or pivot your efforts to solve a stronger PUR problem (painful, urgent, recognized). 

***

You can use the graph enclosed to prioritize problems by level of criticality.


Pierre Herubel

Build and launch a B2B Content System (Course) → Join the Waitlist Now

Most businesses neglect content marketing:

- Jump to copywriting with unclear messaging
- Worry about hacks but forget content pillars
- Don't use research to find content ideas
- Copy their competitors' formats

They skip 90% of the process.

The truth is that they don't truly believe in content. They see it as a bunch of texts and images that can be created by anyone.

This belief leads to irrational behaviors:

- "We don't have time for interviews, use AI"
- "Make this post viral, we need a big buzz"
- "How many leads from Tuesday's video?"

They neglect the process, but expect fast ROI.

And the results are obviously bad:

- For the Business → becomes a commodity
- For the Team → lack of direction on what to do
- For the Audience → don't understand the messages

It always ends like this:

Founder: "We've tried content, it doesn't work for us"

Me: "You've not tried properly on 3 layers"

1. Content Strategy Layer

Always start from your audience problems and motivations. You need to understand WHY and HOW they buy to produce the right content. Study their buying journey to understand WHAT they need to see, to buy.

2. Content Plan Layer

Once you know your audience, you can start planning content. Choose the ideas, channels, formats, and content types that you need to produce. Don't think "what should we create?", think "what do they need to see?". 

3. Content Creation Layer

You need the combination of strategy and SKILLS to create good content. Find good copywriters, designers, and video editors. Respect their work and don't ask "can you make the logo bigger?" or "can you write 'elevate your brand'?".

***

To get good results from content, you need to respect the whole process.

Follow me Pierre for daily content marketing tips, and subscribe to my newsletter https://bit.ly/43DyGgB

I Help You Build Your B2B Content Strategy

Founder: "Yes, we have tried content". 
The content:

- "Catalyzing the AI revolution" eBook (ready in July)
- Photos of the Christmas party on company social media
- 2 articles per quarter on a blog hidden in the company website
- Webinar (10 minutes intro and 50 minutes selling the solution)

Founder: 

- "Content doesn't work for us"
- "Our intern can manage content"
- "Our clients prefer a good old phone call"

Across the road: a B2B DNVB takes advantage of this gap:

- The brand is active on 5 social media channels
- Every C-Level has a personal brand strategy
- Set up a Slack channel to answer questions
- Weekly long form videos on industry topics
- Monthly Substack full of tips and insights
- Daily short videos on the brand narrative
- Social selling on Linkedin from 5 people
- Invitations to industry podcasts
- Content-to-ABM campaigns

The founder of this company: 

- "Content is the future"
- "We are only at 20% of the possibilities"
- "We need to double down on it, test, expand"

How to forge your brand positioning:

More insights on my substack here https://lnkd.in/gtgu4-W2

How to forge your positioning Pierre Herubel 

Fact: Your content won't bring results if:

- Your solution is ineffective
- Your business strategy is weak
- Your marketing strategy is unclear
- Your content strategy is not pertinent
- Your content plan is not well structured

And by results, I mean return on investment (ROI).

→ Weak content hides a weak strategy.
→ Strong content relies on strong strategy.

That's why you need to spend time on 'the invisible work'.

- Market research
- Ideal customer profile
- Positioning & messaging
- Manifesto & content pillars

(Step 1-4 on the infographic enclosed)

Once the foundations are solid, it's only a matter of:

- Skills → you need good copywriters, designers, editors
- Time → there is a latence to get results (1-3 months)
- Velocity → you need to produce a lot to iterate
- Discipline → you need consistency & focus

***

I teach this whole process to my 110 course members.

Learn to launch a profitable B2B content strategy here: https://bit.ly/3wUUKH7

CEO: "I want to clarify our ideal customer profile"
Me: Here are 5 guiding principles:

1. Focus on one ideal customer
2. Listen to them
3. Understand why they buy
4. Understand how they buy
5. Collect the right info about them

Ideally, you study your ICP before creating your offers and implementing tactics. Because it will impact everything else in your marketing strategy.

- How you should position your business (positioning)
- What you should say to convince them (messaging)
- Where you should be active to reach them (distribution)

Without a clear targeting, you will be in these situations:

- "We need an ICP to match our solution"
- "Why do prospects always say 'not now'?"
- "Everyone can use our solution - be broad"

In 2024, it's widely accepted that you need an ICP.

But I still see the same 5 mistakes over and over:

1. Shiny Object Syndrome: trying to target everyone "to make sure to not miss opportunities"

2. Underestimating the power of feedback loops

3. Focusing on problems that are not so painful or urgent

4. Collecting only 1/10 of the information needed 

5. Forgetting to study HOW the ICP buys because everyone says to focus on the WHY

Most B2B businesses need to spend less time chasing tactics, and more time studying their target market.

Build Your B2B Content Strategy (Course) 🟢 Now live

Founder: Our prospects don't have buying intent.
Me: Let's breakdown your audience in 3 levels:

1. Low intent → Not ready to buy
2. Medium intent → Exploring
3. High Intent → Ready to buy

(1) represents probably ≈90% of your market.

- They don't want to talk with your sales team
- They are not interested about your AI feature
- They don't want to know why you are the best
- They don't need to receive a promotional voucher

Instead, they want to complete their day to day job.

- Get along with their colleagues and boss;
- Work on tasks they have been hired for;
- Achieve their OKRs and KPIs.

In other words: they have other priorities.

But if one day, your brand appears to be the right one to:

- Help them understand a problem they face
- Learn about a process they can implement
- Access a solution to achieve their goals

That day, they will start to have a 'medium intent' (2).

- The trigger can be internal "we need to do this"
- Or it can come from outside "you need to do this"

Once buying intent appears:

- They choose a champion to explore solutions
- They want to read good content to get educated
- They need answers to their questions, not commodity
- They create a buying checklist and a buying committee

And you need to be ready for this.

- You are active on every social media
- Your founders have personal brands
- Your blog answers every question
- You have video content to watch
- You are in the industry podcasts

In other words: your content ecosystem is set up.

My course on how to build one is launching in a few days.

Join the waitlist here: https://bit.ly/3wUUKH7

The 15 Laws of B2B Content:

Follow me for daily content tips.

The 15 Laws of B2B Content

In the past 7 days, I created:

- 5 Linkedin Posts 
- 5 Substack Notes
- 1 Long video (1 hour)
- 2 Short videos (10mins)
- 1 Newsletter (1000 words)
- 3 one-pagers infographics

That's 17 pieces of content. All interconnected.

Thanks to my 5-step system, I make sure they;

- Respect my long term strategy
- Are linked to my expertise
- Follow my content pillars
- Help me build authority

68 participants are now learning this system in my course.

And I collected a few words from them:

- "I wish I had it when I first started posting - it would have saved me at least 6 months of guesswork and trial and error."

- "If his content resonates with you, the course will absolutely deliver."

- "Game Changer."

- "It's crisp with easy-to-understand and remember charts, check lists, practical examples and Quiz"

- "By far the best in the industry. I love the workshops."

- "I’ve only just started but it’s already the best course I’ve ever bought."

- "Everything is presented really well too, easy to digest the content and understand the concepts."

The course has a 'launch offer' until Sunday: https://bit.ly/3wUUKH7

Founder: "We don't know what content to create"
Me: "Start from your customers' buying journey":

- Understand WHY they buy (pains & gains)
- Understand HOW they buy (key steps)
- Understand WHAT they need to see

Most marketers stop at the "WHY".

But it's only 50% of the job.

You also need to research:

- The buying checklist
- The buying triggers
- The deal breakers
- The champion
- The timeline

Those information are crucial to map the buying journey.

The HOW and WHAT will dictate your content plan:

→ Analyze what your prospects do before they buy 
→ Find all the elements they need to see, to buy
→ List the content you need to create 

Go from: "what should we create?"

To: "what do they need to see?"

You'll know what to create.

Follow Pierre for daily content.

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