The Sophisticated Marketer’s Podcast: Global B2B Content Marketing with Giuseppe Caltabiano
February 6, 2017
Believe it or not, we’re starting season five of the podcast with our first episode for 2017. I’ve got a new, harder-rocking intro to set the right mood. And I’m joined by a fantastic guest: Giuseppe Caltabiano, VP of Marketing Integration at Schneider Electric.
Giuseppe got on my radar with a Contently post he made last year: How Content Increased the Effectiveness of Our B2B Enterprise Marketing by 3X. This post caught my eye not just because he cites my book, Welcome to the Funnel, as inspiration, but because he has a clear blueprint for achieving the amazing results he’s reporting.
I knew we had to get him on the podcast to go deeper into his global B2B content marketing strategy. Giuseppe’s advice on this show is essential listening for any B2B marketer.
Listen in on the Conversation as Giuseppe and I Discuss:
The B2B Content Renaissance: As Giuseppe puts it, “We realized there is no boring industry, only boring content.” We discuss how B2B learned to love great content, and what it means for the industry.
The Three Stages of Global Content Marketing: Giuseppe shares the process he went through to kick off a global content program for Schneider.
The Big Rock Turkey Slice Model: Schneider has enjoyed amazing success with the model. Now they’re up to 5X the results they were seeing before. According to Giuseppe, the secret is to support existing campaigns with your Big Rock. That way you can get buy-in from upper management and keep your messaging consistent.
Maintaining a Global Editorial Board: There are 25 stakeholders on Giuseppe’s board, scattered across time zones and regions. He shares his secret for keeping everyone on the same page.
The Sweet Spot for Publishing Frequency: Is it daily? Bi-weekly? We discuss the importance of consistency and quality over a set frequency.
Proving ROI: Giuseppe shares how his team develops objectives and KPIs, then pulls data from multiple sources to show progress.
Giuseppe Caltabiano is an extremely sophisticated marketer, and he’s incredibly generous to share all he has learned from Schneider Electric’s success. You can find him on Twitter @giusec, and get more details on his marketing strategy with this NewsCred article.
Thanks for continuing to tune in! I promise to keep the hits coming in 2017. If you’re just discovering us, catch up on all the previous episodes here.
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