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

This question will shape your B2B strategy in 2026:

(It impacts your offer, hires, and budget)

"Do you want to build a marketing-led or a sales-led system?"

Here's the difference:

1/Marketing-led 

The efforts are mainly on marketing actions (content, ads, emails...). So you need an offer that is easier to sell and requires fewer 1:1 conversations. 

You maximize the volume of interactions with your ICP and create a frictionless first sale. It's ideal if you target SMEs, midmarket and sell an MRR offer.

2/Sales-led

The efforts are mainly on sales actions (BDR, proposals, calls...). You spend a lot of time in 1:1 conversations but have a high-ticket offer that makes this profitable. 

You maximize the $ACV and $LTV of each deal but spend a lot of time in actions that "don't scale". It's ideal if you target upmarket and enterprises (or if you're in a vertical niche).

So the answer to this question is crucial.

It impacts everything else:

- Your offer: do you want a frictionless MRR offer or a high-ticket offer that requires long sales cycles?

- Your ICP: do you prefer to target midmarket or enterprises? (to be exact, your ICP affects the decision and you can later expand to another ICP with a secondary motion)

- Your day-to-day: do you want to spend your time optimizing 1:1 sales conversations or 1:many marketing actions?

- It also impacts your hires (sales or marketers?), your budget, your energy, your agenda...

I chose a marketing-led approach for my business.

It fits my personality and my skills as a founder.

We still do sales calls, but the heavy lifting is done by content and marketing.

I help B2B businesses get clients with content

B2B and B2C marketing have one BIG difference:

(Yet many marketers think they're "similar")

The buying decision process is completely different.

In B2B:

- Multiple stakeholders with different roles and objectives.
- They collaborate in a shared "buying project";
- To purchase a solution that will drive ROI.

In B2C:

- One buyer or a small group of relatives;
- Aligned around a single decision.
- So they can decide faster.

As a result, the entire marketing job is different:

- The audience you target
- The message you share
- The content you create
- And how you distribute it

So you're either a B2B marketer, or a B2C marketer.

That said, there are of course common foundations:

- The need for targeting, value proposition, and messaging.
- The importance of a clear market positioning and brand.
- The mandatory social proof, trust, and external reviews.

And in the latest years, we've seen B2B getting closer to B2C;

- Rise of social media and communities as decision hubs;
- More room to influencer marketing and thought leadership;
- And the line between B2B and B2C is fading for solopreneurs.

What other similarities do you see between B2B and B2C marketing?

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.

It's early 2026, you're planning your marketing strategy.

This crucial decision should be on your radar:

"Should we focus on outbound, inbound, or nearbound?"

The answer will determine:

- Where you allocate your budget;
- Who you hire in the team;
- What tools you invest in.

Now the best way to answer is to understand what each motion implies:

1/Outbound: you reach out to your clients

It's a very useful motion when you're in a niche vertical industry (small number of businesses with specific needs). You'll need to find and contact them with calls, DMs, emails, and ABM campaigns.

You get a direct access to a decision maker without spending a lot. So that's good in theory. But what happens if they don't reply? You send another message? Then another one? That's the limitation.

2/Inbound: they come to you

Horizontal businesses (agencies, cross-team SAAS...) can have an authority content strategy with broader reach (they help a lot of people). Vertical niched businesses need to create targeted assets and position their experts.

It's a great long term strategy but you need to invest for 3/6 months before significant results. You'll need to create thought leadership, social posts, articles, videos, podcasts, etc. So you'll need real experts (in-house or outsourced) to produce the content.

3/Nearbound: Someone connects you

It's a powerful motion underused by most businesses. Your clients, employees, advisors, investors, or partners introduce you to potential clients. The difference with simple word of mouth is that it's intentionally organized in a system.

There are no major downsides, except that it's hard. You need the right tools, an incentive program, talented people that take care of the program, and time to structure a real system.

4/Allbound: you combine all motions

Now the obvious choice is to combine all of them:

- Outbound targets specific high value businesses
- Inbound positions the brand and attracts buyers
- Nearbound generates highly-qualified deals

And they amplify each other in a system.

For example, your content improves your open rates for both outbound and nearbound.

But of course, it's an investment. So what should you do?

I've worked on over 600 marketing strategies and I always get back to this approach: "test, iterate, scale". 

Here's how it works:

1. List marketing actions from each motion in a backlog
2. Prioritize based on feasibility, budget, and potential
3. Test the action during 3 to 9 weeks with SMART goals
4. Assess the results and double down on what works

Then, you can stack winning programs until you reach allbound.

- Domino 1: Your ICP is unclear
- Domino 2: Your positioning is broad 
- Domino 3: Your messaging is vague
- Domino 4: Your offer becomes a buffet
- Domino 5: Your sales team struggles to sell
- Domino 6: Your revenue ultimately flatlines

When your target audience is off, everything else collapses.

That's the "ICP domino effect".

And it's the 1st pattern I've identified, working on over 600 marketing strategies. I can almost always trace bad results back to a lack of focus on one clear target audience.

To be exact, there are 3 types of "domino 1":

- Type 1: "We skipped ICP and went straight to tactics"

- Type 2: "We don't want to lose any opportunities"

- Type 3: "We've outgrown our original ICP" 

So here's my advice:

Look at your 10 best customers, find the patterns, and go find 10 more like them.

CMO: "We struggle to organize marketing efforts."

Me: "Here's the 1st fix to structure your day-to-day:"

Divide the marketing efforts into demand generation and demand capture.

Here's the difference:

1/ Demand generation

Most of your target audience is not ready to buy. You need to create content for them for visibility, awareness, authority and consideration.

2/ Demand capture

A small segment is ready to buy. You need to install a system to capture inbound leads and an outbound system to reach out based on signals.

Now here's where it gets complex:

You need to continuously balance both.

Otherwise, the entire system will be fragile.

That's the demand gen equation.

Here are two scenarios that happen often:

1. The business invests a lot in demand generation activities (podcasts, socials, reports...). But the demand capture system is not robust enough (CRM is not segmented, pages are not optimized...) so there are revenue leaks. 

2. The business creates a robust demand capture system (everything is perfect). But they don't generate enough demand because there are not enough activities (content, awareness ads, partnerships...)

Both scenarios are fixable with the right playbook. 

But I'd prefer to be in scenario 1.

I've worked on over 600 marketing strategies and I noticed one thing: 

When you figure out the demand generation part, the rest is just about focus, investment, and time.

"We are targeting CEOs, they are the decision makers"

Good in theory, but:

- What industry?
- What type of company?
- Why would they buy now?
- What's their buying process?
- What's their actual day-to-day?
- What objectives are they focused on?

A target audience is NOT just a job title.

Because this kind of broad targeting leads to broad messaging:

- "We target CEOs" → "Boost your revenue"
- "We target CMOs" → "Get more leads"
- "We target CFOs" → "Save costs"

Instead, you need a precise ICP (ideal customer profile).

Here's what you need:

1. Start with company firmographics
2. Get specific on the job title
3. Understand why they buy 
4. Map the buying process
5. Know what they need

That's how you build a real marketing strategy.

Biggest mistake I see in B2B revenue strategy:

(Read this to increase your revenue in 2026)

Focusing only on adding new qualified opportunities to the pipeline...

...when the sales and upsell systems are inefficient.

Let's call it the "pierced basket syndrome".

Here's what happens:

1. You get leads through marketing and SDRs actions (content, ads, outbound...)

2. But the sales system is not efficient (low closing rate and low initial contract value)

3. And the upsell system is not efficient or nonexistent (low number of upsells and customer lifetime value is not maximized)

As a result, the business is leaking potential revenue.

That's a pierced basket.

Now, here's how to fix the leak.

1. Acknowledge these 2 rules of sales

- Rule 1: It's easier to close a qualified prospect you're already in conversation with than to find a new one from scratch.

- Rule 2: You're far more likely to make a repeat sale with an existing client than with a stranger.

2. Activate more levers than "let's get more leads"

Across marketing, sales, and upsells, you can:

- Increase the quality of opportunities (e.g. go upmarket)
- Increase your show up rate, and closing rate
- Increase your sales velocity (how fast you close)
- Increase the initial average contract value ($iACV)
- Increase the contract duration (e.g. 1 month to 6 months)
- Increase the number of upsells and cross sells
- Increase the number of clients that become ambassadors

Easier said than done, but at least it's diversified.

So the business is not stuck on "getting more leads".

3. Focus on upsells so you can reinvest in marketing

Upsells are a great lever to grow revenue.

The reasons are obvious once you think about it:

- Reason 1: No marketing spend needed as the prospect is already your client.

- Reason 2: Upsells accelerate your CAC payback (you recover acquisition costs faster)

- Reason 3: Because there's no acquisition cost on existing customers, you free up budget to reinvest in marketing.

**

That said, the volume of opportunities is also important:

- You need volume to test and iterate to reinforce the system
- At some point, you need volume to hit the target

But the point stands: it's not the only lever available.

I've seen hundreds of ambitious marketing plans:

- "We'll create a new category"
- "We'll launch 4 channels at the same time"
- "We're not a SaaS, we're an all-in-one advisor"

And I understand the point, it's good to have a vision.

But the best brands out there have realistic marketing plans.

- They know what plan they can afford.
- They stick to the plan (even when it's hard).

So here's the process:

1. Come up with a realistic (and clear) plan
2. Stick to it for a long period of time

Those 2 steps put you ahead of a lot of marketing "plans".

In 2026, social content becomes an SEO asset:

(And this shift will impact your marketing strategy)

For years, marketers wrote articles to appear in searches.

Write an article → Add keywords → Appear in search results

SEO and social content existed in parallel:

- Articles were an SEO play
- Social content was a social play

They rarely overlapped.

Except for repurposing and distribution: turn an article into a short post and share it on socials.

- An SEO marketer could work without ever touching social content.
- A social marketer could work without ever directly impacting SEO.

But in 2026, AI changes this reality:

AI search tools now pull from sources where your brand has authority, mentions, and citation-worthy content. And social content is a great method to build that.

So here's how it works:

1. You publish social content on specific topics
2. It contributes to your brand's authority and online footprint
3. AI search tools are more likely to surface and cite your brand

Now of course, it's still early to define a playbook.

But here's the great news for social content:

Your content now serves twice.

- On social media: grow demand, build authority, get inbound leads.

- In LLM answers: get mentioned, grow authority, capture demand.

I've audited 100+ content strategies.

Most of them skipped this crucial rule:

You need to cover 3 levels in your content plan.

1. Strategic content: high level insights, industry trends, vision, narrative, point of view...

2. Tactical content: frameworks, playbooks, step-by-step strategies, "how we plan X," decision frameworks...

3. Operational content: tutorials, templates, workflows, tool walkthroughs, SOPs, checklists...

Each level is crucial.

Operational content is as important as tactical or strategic content.

The objective behind this is simple:

Cover the 3 levels of insights so you can talk directly to the 3 types of audience.

- C-Levels, investors, advisors, VPs (they read high-level content)
- Managers, ICs (they read tactical content)
- Operational team (they read operational content)

Because people read what help them in their day-to-day.

Of course a manager will love to read about industry content. But tactical content will help them to manage their team, so they'll keep coming back to it.

Now here's where it gets interesting:

You can reverse engineer this system, and have 3 types of people create in your organization.

- C-Levels post strategic content
- Managers post tactical content
- Team members post operational content

So you cover the 3 levels with total coherence.

Founder: "We're not getting enough inbound leads"

Me: "What's your biggest marketing constraint now?"

Founder: "We're not sure, it's probably our design skills"

The truth is that:

The surface-level constraint is often not the primary cause of low inbound leads.

So you'll need to audit your marketing function entirely.

Here's a 4-step process to do this:

1. Get clarity on the root problem

- Identify the negative symptoms
- Link the symptoms to the root problem
- Audit the problem with an expert (internal or external)

2. Set up a plan, based on the problem's nature

- Turn the audit into recommendations
- Prioritize and plan the implementation
- Set a timeline with key objectives

3. Implement the recommendations

- Execute the top priority actions first
- Fix the problem at its core 
- Install a simple system that won't break

4. Assess and iterate based on the impact

- Monitor carefully the evolution of symptoms
- Analyze if the actions fixed the problem
- Implement new actions based on results

I help 20+ B2B businesses every week.

This is what they struggle the most with:

Trying to do everything in parallel.

- Creating content on 3 channels
- Building a big website and a complex funnel
- Launching 5 different offers for 3 audiences

It starts as "creativity". Then it becomes too hard to sustain.

Here is the 4-phase loop I see a lot:

1. Excitement to launch new projects (shiny object syndrome phase)
2. A lot of unfocused work on various tasks (unfocused phase)
3. Getting tired from the task mental load (overload phase)
4. Deep sense of underachievement (FOMO phase)

Then the loop starts again from (1).

The only way to stop it is simple:

Limit the shiny object syndrome, and stay focused on what matters.

Most of the time, the key is doing more of the simple tasks.

I've used 3 B2B growth models:

1. The lead generation waterfall model

Publish SEO articles → Host whitepapers → Get leads → Send sequences

2. The growth marketing model

Experiment cold emails → Get leads → Experiment other channels

3. The social-first model

Publish content → Identify intent → Social selling

They were all interesting and efficient.

But in 2026, I now advise to run a "social-first" growth model:

- Publish content across personal brands
- Transform your brand into a media
- Analyze intent to prioritize outbound
- Use AI for all the technical systems

It's clearly a great model now.

- The customer acquisition cost (CAC) is low
- Intent-based outbound increases response rate
- Content contributes to both brand awareness and pipeline

Now of course you can still use some elements of the past models:

- A whitepaper and a webinar can be great
- Growth marketing sprints unlock new channels
- Outbound sequences work well (if signal-based)

And above all, you still need to nail ICP, positioning, messaging.

The model is evolving, but the foundations remain.

🎉 My newsletter crossed 33,000 subscribers!

Here are my top 3 tips to grow yours:

1. Build your newsletter like a product with a clear audience, positioning, messaging, and value proposition

Your newsletter might be free but your reader will "pay with their time". That's why you need to fix your audience problem, share pertinent insights and deliver useful information consistently.

- Audience: Who should read your newsletter?
- Positioning: How do you want to be perceived?
- Messaging: What are you going to talk about?
- Value proposition: What positive impact will you bring?

2. Increase read time, clicks, and subscriber retention with visual assets (formatting, infographics, illustrations...)

Your newsletter is competing with short social posts and dynamic videos. So you need a tactic to retain attention and deliver your messages. Turning my newsletter into a "visual asset" was my best growth factor.

- Infographics, illustrations, photos of you
- H1, H2, H3 structure to facilitate navigation
- Skimmable text with bullet points, short paragraphs

3. Plug your newsletter into your content repurposing system where 1 idea becomes 15 pieces of content

Writing a 10,000-character newsletter every week can be long and repetitive. But when it's a central piece of your repurposing workflow, it gets easier and feels worth doing.

- Combine your best social posts into a newsletter
- Cut your newsletters into 5 social posts
- Reuse the infographics you've created

I hope these tips will be useful for your newsletter!

Feel free to ask me if you have any questions.

My new content creation bootcamp starts tomorrow.

Here are 7 updated rules I'm going to teach:

1. In 2026 you can't just share information. You need a different POV, a strategic narrative, lived experiences, and unique insights.

2. In a red ocean of content, infographics and visual content stand out. I'm going to explain how to create signature formats to get repeat attention.

3. I've updated my content pillar system to a topical mapping strategy. The goal is to have a systematized approach to "what needs to be said".

4. Creating an identity goes beyond what you say, it's also how you say it (visual identity, colors, posture, tone of voice, character, signs of authority...)

5. Your repurposing system should do the heavy lifting. You ideate 1 piece of content. If it's good, it systematically becomes 15 other pieces.

6. Some types of content perform better than others. Learn to fit your ideas into winning frames (bad vs good, comparisons, concentric circles, lists...)

7. Connect your content to a warm outbound system. Engagements become signals you use to prioritize prospects, and set the context.

PS: I'm opening a new content creation bootcamp in March

🎉 My new content bootcamp starts in February!

You'll learn my 4-step system behind 60M impressions:

1. Create your strategy for 2026 with your messaging narrative.

2. Ideate content with your unique insights and unique POV.

3. Learn to write the best hooks and copy.

4. Design your signature infographics and carousels.

And I'll teach you this system during my 5-week bootcamp.

Here's what you'll access:

- 6 Masterclasses with me to install your system
- Tailored 6-month content roadmap reviewed by me
- Help from premium writers to improve your content
- Access to my design team to review your infographics

You end the bootcamp with a system in place, a rebranded profile, branded templates, and 20 validated posts.

And above all: extreme clarity on what to post in the next 6 months.

Let's kick off 2026 with the best content strategy.

Do you want to get more information about my 5-week content creation bootcamp?

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MetaGal

I network with 3D software and services startups that streamline digital production pipelines, create immersive experiences, and drive brand engagement.

XR Software Sales Consultant

3lb Games

Freelance Sales Consultant

Tinker Studio

Tinker Studio is a unique workplace that encourages play and immersive storytelling through interactive VR worlds built to stimulate brain health. 

The Tinker Alzheimer’s Experience is an award winning empathetic improvisational VR experience that helps caregivers face the inevitable future. It’s designed to build compassion and empathy for individuals closely affected by the degenerative disease through connection and reminiscence.

Let's connect to explore how your care home, hospital, non-profit, school, or corporation can benefit from partnering with us.

Business Development

Scatter

Sold Depthkit, a volumetric video solution that used spatial data to create 3D video assets for AR/VR projects.
Implemented HubSpot CRM in just under 4 weeks, closed ~$40k worth of deal in 8 weeks, and took over as the last sales manager for a small start-up. 
Operated the entire sales-lifecycle from cold outreach/inbound leads to close handoff to our services team and sold additional technical services beyond licenses.

Sales Manager

Foundry

Sold Modo, a 3D modeling and rendering tool, to product developers at apparel, CPG, and retail companies. 
Managed outreach for new logo attainment C-suite, VP and Director prospects in 3D
departments at Apparel and CPG companies with Annual Revenues of $500m+.
Operated the entire sales-lifecycle from cold outreach/inbound leads to close/handoff to our
services team and sold additional technical services beyond licenses.
Achieved 95% of my quota of $300k in the year of COVID, 2020, increased my professional network by 5k+ new connections, and built relationships with top apparel and CPG brands across the North American Territory.

Enterprise Sales Manager

Ultranauts Inc

Operated as Business Development function owning the sales cycle end-to-end in an 100%
remote environment.
Relayed project specifications from stakeholders to the delivery team and anticipated needs for
additional services.

Business Development Associate

Multiple Companies

The beginning of my career was spent learning the ropes of sales starting as a sales admin and working my way up to an outbound specialist.
I have sold Marketing Services, Software QA Managed Services, SaaS Licenses, Enterprise Packages into the CPG, Retail, 3D, Media & Entertainment and Software industries.

Sales Development Representative

I am a 3D enthusiast looking for the right tools to represent the future of immersive experiences. I've been meeting with freelancers, brands, and agencies to unearth the pain points in 3D workflows and I'd love to represent companies that creates AR / VR / MR / XR software. 

I've spent the majority of my career focused on selling software products and services to technical teams. My skills are not limited to just selling. Building outreach strategies and automated sales pipelines is my passion!  Experienced selling software licenses and managed services for all types of SaaS products.

Typically adhere to an Account Based Sales approach, coordinating in with marketing teams to ensure all messaging stays cohesive and on-brand.

My goal is to promote growth by hunting for new logos, identifying potential for increasing spend with existing accounts, automating sales processes, identifying areas for cross functional alignment, and implementing sales enablement solutions to create scalable and sustainable business practices.

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