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

Amazon

Senior Engineering Manager

Managing a team of solution architects and software engineers, in "Ad Products and Tech" Amazon's fastest-growing business segment for 2022 and 2023.
I am the single threaded owner for bringing to life, API capabilities for Media planning solutions that uses  cutting-edge cloud native technologies, machine learning algorithms and big data solutions in order to deliver forecasting capabilities and help customers get the most out of their media planning activities.

Senior Technical Program Manager

Microsoft

Part of a global team that is chartered to deliver engineering-level technical expert guidance for customer's cloud projects to help them achieve their business objectives on Azure. Ensuring customers architect their solutions right, build it right, and deploy it right and with confidence.
Key responsibilities: 
- Overseeing the customer onboarding journey, the customer experience and maintaining the overall customer relationship
- Project scoping and working closely with FastTrack (FT) engineers in addressing customer solution needs and driving success with their Azure deployments
- Stakeholder management across engineering, sales, services and partner teams
- Manage FastTrack nominated projects for customers in new Azure regions

Senior Program Manager, Azure Engineering Customer Experience

As a stretch assignment to my Cloud Solutions Architect role, I took on the role of Partner Technology Strategist for Global SI partners across MEA. A role that is key to Microsoft's partner strategy to drive high priority initiatives with Microsoft's SI partners and customers. 
In that capacity, I was responsible for developing the partner technical capacity and deliver on 3 main objectives:
- Lead Partner Recruitment: Build trusted CXO relationships and manage the technical relationship with managed partners and secure technical commitment. Share broad knowledge of the industry, IT landscape and Microsoft platform, demonstrate technical leadership, and help partners drive their business towards digital transformation. Drive partner technical qualification process and gain/maintain a strong understanding of the partner business model and strategies.    
- Support Partner Enablement: Be responsible for the successful skills and talent development of partners to successfully provide solutions and services on the Microsoft platform. Drive tech aspects of partner capacity development with defined milestones (Cloud Assessment, Solution Design etc.). Drive adoption and promote long-term growth, orchestrate technical engagements across app, solutions, and services projects. Identify and address gaps and technical blockers. Enable partners to do Architecture Design Session (ADS), Proof of Concepts. Participate in Techfest, Hackathons to identify tech opportunities. Engage on initial customer opportunities to overcome blockers and lead to POC.   
- Drive Business Growth: Grow the managed partner portfolio and support global expansion.

Regional Technology Strategist - Global SI & ISV Partners

Working with Microsoft partners across the MEA region, the Cloud Solution Architect (CSA) plays a critical role in building new practices and solutions that enable customers to realize the vision of Digital Transformation.
At its heart, the CSA is a Technology Evangelist building relationships with partner CIOs, CTOs and technology executives envisioning new solutions, new practices based on Microsoft’s Solutions. 
The CSA leads Digital Transformation/Envisioning Workshops/Practice Accelerators for CIOs and CTOs at which solutions to capitalize on identified market opportunities. The key responsibilities included: 
-	Defining the technology roadmap for new solutions, seeking technical commitment and investment from partner CTOs, CIOs and Practice Managers 
-	Enablement Planning by building the technical enablement that includes onboarding, up/cross-skilling, Bootcamps, training, and meeting certification requirements to help the partners achieve the levels of technical competencies required to deliver on the success goals.
-	Overseeing success for the delivery of workshops, Bootcamps, training necessary to build the technical skills and expertise of partners 
-	Owning the technical Engagements and delivering Proof of Concepts, Architecture Design Sessions, Hackfest by collaborating with Technical Architects to lead the execution

Senior Cloud Solution Architect

Received Top Performer in 2016, GM Impact Award and GM Partner Award in 2016 and 2017 respectively.
As a subject-matter expert on cloud technologies, in this role, I worked with ISVs (Independent Software Vendors) and Enterprise customers, supporting their journey to the cloud with technical advisory, readiness and solution architecture. I also advised on mobile strategies and development technologies.
•	I worked with Independent Software Vendors and major enterprise accounts in the Gulf region to drive cloud and Windows Modern Apps adoption. Landed major lighthouse wins in the consumer space as well as one of the largest Azure web apps deployment. 
•	I also led a Technical Sales role for Visual Studio and Application Life Cycle Management tools and helped drive revenue accountabilities.
•	Spearheaded technical, innovative and business value discussions with senior executives and technical decision makers to drive key decisions and implementation. 
•	Spoke at conferences, panels and Microsoft events throughout the region.
•	Advised and mentored Startups on how to accelerate their solution development and help them use the latest technologies to drive business model innovation.
•	Served as a developer advocate and developer relations program manager for the technical audience in the Gulf region.

Senior Technology Strategist - ISV Partners 

A role that combines business development skills, account management capabilities, sales excellence, and technical expertise.
•	I initiated and led partnerships with Enterprise customers to drive line of business applications and sales of Windows devices. 
•	Achieved target and delivered against quarterly accountabilities and was awarded for operational excellence.

Acting - Partner Business Development Manager

The role combined the responsibilities of a Developer Relations Program Manager and a Developer Advocate working a broad set of an audience; from students and startups to enterprise developers and technical decision makers. 

•	Awarded Top Performer and best-in-role in Middle East & Africa. 
•	Led the delivery of "lighthouse/showcase" digital transformation projects on Microsoft Azure and landed the first Edu-tech adoption of native cloud technologies.  
•	Drove the adoption of  Windows apps powered by Microsoft Azure n the Gulf region through online and offline evangelism activities among enterprise customer, Independent Software Vendors (ISV), indie developers and Startups.
•	Led the top consumer apps motion for the gulf region and landed some of the major mobile apps in the 5 countries.
•	Created and fostered a community of developers and techies and led the strategy around the developer relations in the region. 
•	Led the technical and solution design discussions with technical executives at strategic partners to accelerate adoption and ensure best practices during implementation.
•	Worked with key influencers in technical communities to educate and inform them on platform strategy and direction.
•	Advocated and evangelized developer products in person and online by presenting at conferences, blogging, writing technical tutorials, and other similar activities.
•	Amplified key technical aspects of product messages and announcements through modern communication channels (e.g. blogs, social media, etc.) 
•	Built and delivered compelling application demos, technical content, and presentations.
•	Authored and delivered keynote demos that demonstrate the value of the Microsoft platform.

Technical Evangelist and Developer Advocate

Packt

Author of the two books:
- JavaScript Promises Essentials: This book explains the current state of asynchronous programming model in JavaScript and presents the new standard in ECMA script 6 that empower developers to build better asynchronous operations using JavaScript promises and avoiding the pitfalls of the legacy solution. 

- Developing Windows Store Apps with HTML5 and JavaScript: This book is a hands-on guide that follows a step-by-step tutorial approach which discusses Windows 8 app development with HTML5, CSS3, and JavaScript.

Technical Writer

American University of Beirut

Responsible for solution design, engineering, quality assurance, testing, sustaining, and documentation. Building upon my two years' experience in the medical field, I have contributed to projects including:
- Business analysis of the processes and workflow in different departments across the medical center, then propose and create solutions that map these processes in web and software applications.
- Project management from conception to delivery including research, design, implementation, and testing of the proposed solutions.
- Technologies used: DICOM imagining, hardware integration (blood analyzers and medical imaging), HL7 standard for healthcare data processing, healthcare data scanning with Laserfiche software
- Compliance: HIPAA

Senior Software Development Engineer

Arab Open University

Led the development of new features of the in-house built Student Information Systems.
Developed new modules for internal systems in the university (HR, finance, tutor portal)

Information Systems Analyst

HealthInvest

- Led the architecting and development of a full-fledged healthcare solution that included the following features and functionality:
       - Electronic Medical Records
       - Appointment system
       - Billing system
       - Hospital admin portal
       - Pharmacy integration portal
       - Medical Imaging integration
       - Enterprise content management 
       - Business process automation
- Led a team of 4 SDEs (Software Development Engineers) working on the different modules of the solution
- Software delivery meeting industry standards for HIPAA compliance

Software Engineering Lead

Integration Marketing & Communications

Developed applications that serve and enhance the operational performance of Integration Group's marketing tools and processes.

Developed custom web applications, worked on full-stack development, owning end-to-end delivery of solutions. 
My scope included of delivery include: requirements and tech design, development, testing, DevOps and hosting management, database solution design and implementation.

Software Engineer

I'm a technology leader with 17 years of experience, working with customers and partners from the Middle East to East-Asia, Europe and North America. I have a diverse experience across industries, leading and advising on large and complex cloud transformation projects. 
My career began in software development and as Malcom Gladwell puts it, I've put my 10 thousand hours there enabling me with a strong technical background.
I have also developed strong business acumen and consulting skills through partner management and tech sales roles delivering on multi-million dollar revenue accountability. 
I have been recognized as best-in-role, and key talent while consistently exceeding the high bar throughout my career. I am also a published author with two books on web development technologies.

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