What happens when your marketing is so effective, the sales team begs you to slow down the leads? Jason Widup knows, because it happened to him. In this episode, he breaks down how he built a high-performing marketing team at a $70M ARR company, pioneered incentivized LinkedIn ads, and created a content-first approach that earns trust before any conversations begin.

Jason Widup is the Senior Vice President of Marketing at Pixis, a well-funded AI startup in the adtech space, leading global strategy across growth, product marketing, operations, and experiences. With over two decades of experience driving growth for B2B technology companies like Tableau, Getty Images, AT&T and Microsoft, Jason has built and scaled successful go-to-market programs through a combination of deep operational expertise and highly-creative marketing strategies.

Find out:

• Why content is the first thing your buyers buy, with their time
• The story behind Jason’s incentivized demo ad campaign that overwhelmed sales
• How he built an entire marketing team from the ground up at Pixis
• Why his content playbook centers around video interviews and conversations
• What Jason refuses to use AI for (and why creativity still wins)
• The conversation he had to have with his CFO before joining Pixis

Important Links & Mentions

• Jason Widup on LinkedIn: https://www.linkedin.com/in/jasonwidup/
• Pixis: https://pixis.ai/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

What does it really take to make account-based marketing work at scale? For Jess Larkin, Director of Strategic and Financial Services Marketing at Confluent, it’s about building the right team structure, working closely with sales, and getting creative with content – especially when it comes to repurposing.

In this episode, Jess shares how she turns assets created for a broad audience, like whitepapers and webinars, into highly personalized content for key accounts, and why that approach works better than starting from scratch. She also talks about the role of account pods, finding great vendor partners, and how AI is being used (carefully) to support the process.

Find out:

• How to repurpose core assets into one-to-one content for ABM
• What makes a vendor feel like an extension of your team
• How to balance in-house strengths with external support
• How cross-functional account pods support personalized marketing
• The limits of AI – and why context still matters

Important Links & Mentions

• Jess on LinkedIn: https://www.linkedin.com/in/jesslarkin/
• Confluent: http://confluent.io/
• Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

Purpose-driven content is one of the most powerful tools in a B2B marketer’s content strategy – especially when repurposing is part of the plan.

Michelle Asher, Director of Public Relations and Marketing at LendKey, leads a lean but effective team creating high-impact content. In this episode of B2B Content Strategist, she shares why purpose is the anchor for every piece of content her team produces – from ebooks to newsletters to their 22-minute podcast – and how that clarity drives better content, smarter content repurposing, and more meaningful conversations.

We also explore how AI tools like ChatGPT fit into their workflow, the importance of fact-checking, and the role of Canva in speeding up content production without compromising on brand.

Find out:

• How to create purpose-driven content that fuels repurposing
• Tips for repurposing podcast episodes into video, email, and social content
• What makes an ebook easier to break down into multiple formats
• Why every marketer should fact-check AI-generated content
• How Canva supports faster content production without sacrificing brand consistency

Important Links & Mentions

• Michelle on LinkedIn https://www.linkedin.com/in/michelleasherpr/
• LendKey https://www.lendkey.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/