B2B Content Experience

In this episode of the B2B Content Experience podcast, the Tendo team shook things up a little bit. 

CEO Karla Spormann, EVP and Partner Lindy Roux, VP Account Services Zach Edling, and VP User Experience Simon Mathews sat down with podcast host and Tendo Content Strategist Ariana Vazquez to engage in a panel-type discussion about key trends shaping 2025 B2B marketing.

The Tendos focused on three major trends: generative AI, personalization, and brand, delving into insights and learnings from recent studies, tips for how marketers can lead in these areas, and their own hands-on experience of how these trends are impacting work with clients.

Join us for an engaging discussion on the integration of AI into marketing services, the challenges of achieving personalization at scale, and the essential role of brand storytelling across industries—explored through the lens of future marketing strategies.

00:36 Introduction to 2025 B2B Marketing Trends

01:14 Generative AI in B2B Marketing

10:01 Personalization Strategies

17:23 The Importance of Brand

25:58 Conclusion and Future Outlook

Resources

AI:
Content Marketing Institute

Personalization:
REQ
Forrester

Brand:
ProperExpression

Credits

Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions. 

Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization. 

Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.

Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.

00:00 Introduction to B2B Content Experience

00:15 Challenges of Digital Experience During Acquisitions

00:25 Insights from Lindy Roux and Simon Mathews

01:37 Brand Integration Strategies

05:28 Importance of Customer Experience

07:00 Practical Considerations and Prioritization

12:49 Research Roundup: Brand and Content Integration

16:51 Content in the Wild: Expert Insights

26:40 Conclusion and Wrap-Up

Resources

McKinsey & Company: Choosing to grow: The leader’s blueprint

Credits

Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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In today's episode, we switch gears from AI and dive into the importance of authenticity, especially in 2024 marketing. Karla Spormann, Tendo CEO and Founder, and Lindy Roux, Tendo EVP and Partner, discuss how human-centered storytelling can be the golden ticket to brand authenticity, the impact of AI from the consumer’s perspective, and the importance of understanding your audience. 

Next, Content and Marketing Strategy Lead Kim Celestre shares insights from Breakthrough Research's, How To Build (And Measure) An Authentic Brand  in the Research Roundup.

Lastly, Tendo Editor and Content Strategist Ariana Vazquez takes the stage in Content in the Wild to highlight some prime examples of bold storytelling, from Salesforce to Macy’s to United Airlines to Red Bull. 

Resources 

• Breakthrough Research's, How To Build (And Measure) An Authentic Brand  https://bthrough.com/wp-content/uploads/2023/05/Breakthrough-Brand-Authenticity.pdf
• “The Great Data Heist” :60 | Ask More of AI with Matthew McConaughey | Salesforce: https://www.youtube.com/watch?v=EmyqOyCXnt0 
• "Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP" | https://www.emarketer.com/content/macys-contextual-relevance-segmentation-email-personalization-vp

Credits

Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results. 

Liked this episode? Hit that share button!

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In the second part of our AI segment, we discuss why Tendo isn’t afraid of AI—and how you can use it to illustrate concepts, accelerate productivity, and drive creativity at scale.  

Tendo EVP and Partner Lindy Roux returns with VP of UX, Simon Mathews, to discuss how AI can help us solve deeper marketing questions more effectively. 

Next, Content and Marketing Strategy Lead Kim Celestre shares insights and AI trends discussed in Salesforce’s State of Marketing Report. 

To wrap up this episode, Tendo Editor Ariana Vazquez sits down with Content Strategy Lead Nilay Gandhi to discuss how marketers can channel AI usage to effectively scale their content and processes. 

Resources 

• Salesforce State of Marketing Report: https://www.salesforce.com/resources/research-reports/state-of-marketing/ 
• Unilever leverages GPT API to deliver business value: https://www.cio.com/article/464190/unilever-leverages-chatgpt-to-deliver-business-value.html 

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results. 

Liked this episode? Hit that share button!

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Let’s talk AI. What does it mean to B2B marketers? How does it affect SEO and content ops?  

In the first part of our AI segment, join the Tendo team as we discuss:

• AI usage opportunities for marketers and content strategists 
• The ominous “zero click threat” of AI’s impact on SEO 
• Why gen AI has been compared to the “iPhone moment for the enterprise” 
• Real-world use cases of AI in content operations 

In this episode, Tendo CEO and founder Karla Spormann joins EVP and partner Lindy Roux as they discuss customization, creativity, and connectivity—and usage opportunities such as content assessment, taxonomy, and personalization.  

Karla and Lindy bring in Tendo’s resident SEO expert Amanda Haxton, who discusses AI-driven changes in the search landscape, including user behavior and the infamous “zero click threat.” 

For the Research Roundup, Tendo’s content and marketing strategy lead Kim Celestre shares insights from Stanford’s expansive Annual AI Index Report—how AI affects marketers, content creators, and the most common AI use cases in sales, marketing, and service operations. 

Tendo editor Ariana Vazquez wraps up this episode by examining AI in the wild. She’s joined by senior content strategist and AI expert Elizabeth Smith Fong to discuss real world examples, applications, and business use cases for AI. 

Resources

• HBR article 
• Artificial Intelligence Index Report, Stanford University 
• From “no” to “yes”: How Intuit uses generative AI to accelerate work
• Why You Need an AI Content Playbook

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

Liked this episode? Hit that share button! 

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You’ve heard of content and you’ve heard of UX/UI, but what about a marriage of both? Join Tendo as we break down what content experience is and why it's essential for B2B marketing.

Jump into the conversation with Lindy Roux, EVP and Partner, and Simon Mathews, VP User Experience, as they discuss the elements of a positive customer experience and what you can do to achieve it.

Kim Celestre, Content and Marketing Strategy Lead and host of the B2B Content Experience, sheds light on relevant current studies in the Research Roundup.

• 2024 UX Trends Report 
• 2023 Bynder State of Content Report 

Ariana Vazquez, Content Marketing Specialist, and Christine Elbo, User Experience Lead, join in Content in the Wild, where they analyze real-life examples to uncover their effective content experience strategies.

• NYT Interactive Year in Graphics
• Trip Advisor AI Planner

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Did someone say "AI"?  You will hear these two letters a lot in this episode, which is packed with special guests! You will hear from:

Karla Spormann, CEO and Founder, Tendo Communications and Simon Matthews, VP Experience, Tendo Communications who have an exciting Tendo announcement for listeners!

Tamara Prewitt, Marketing Leader and Technology expert, who joins Kim Celestre, B2B Content Experience podcast host, to discuss AI's influence  on marketing and content creators.

and...

Ariana Vazquez, Content Marketing Specialist, Tendo Communications, who will be sharing a recap of HubSpot's INBOUND 2023 conference. Ariana and Kim will share their key takeaways and memorable moments from the event!

Resources:
Want to learn more about how AI is disrupting marketing and content creation? Check out these resources!

7 Guidelines for Using Generative AI for Content Creation
INBOUND 2023 Recap: 4 Takeaways for Content Marketers

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In this episode, special guest Zann Aeck, VP of Marketing and Communications at DEEP ISOLATION joins Tendo host Kim Celestre for a conversation about: 

• Why persona development is important.
• Persona development process
• How personas feed into buyer journey mapping
• The differences between persona development and buyer journey
• Examples of persona development and key learnings from Zann's roles at NetApp and DEEP ISOLATION
• What content strategists and content marketers should consider when embarking on a persona development process.

Also joining us is Don Knapp, Associate Director at Tendo, who spotlights an example of a stellar content experience: HubSpot's Make My Persona tool. 

Resources:
Want to learn more about how to develop personas to deliver an engaging, relevant and connected content experience? Check out these resources:

Zann Aeck LinkedIn profile
HubSpot Make My Persona tool
Tendo Glossary: Buyer Persona
Tendo eBook: The B2B Marketer's Guide to Content Experience

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Stock music for this podcast is  provided by juqboxmusic, from Pond5

In this episode, special guest Scott K. Wilder, VP of Customer, Partner and Community Engagement at Base, joins Tendo host Kim Celestre for a conversation about building customer communities that provide an engaging experience across every stage of the journey.  Also joining us is Don Knapp, Associate Director at Tendo, who spotlights an example of a stellar content experience that is engaging and fun: Moz Whiteboard Friday.

Resources:
Want to learn more about creating engaging content experiences? Check out these resources:

Scott K. Wilder LinkedIn profile

CLG Campus

Moz Whiteboard Friday

Tendocom.com

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It's a new year! Are you ready to take your B2B content to the next level?

The Tendo team spotlights key trends and best practices that should be top of mind for content strategists and marketers. Hear content guidance—across eight main categories—to help you stand out from the crowd and exceed your goals in 2023:

• Brand journalism with Karla Spormann [0:43]

• Omnichannel with Lindy Roux [6:07]

• SEO with Amanda Haxton [10:00]

• Micropersonalization with John Dorsey [14:20]

• Scaling content with Zach Edling [18:10]

• Content ROI with Kourtney Kovanis [24:00]

• Use cases with Lisa Park [28:45]

• Privacy-first content marketing with Kim Celestre [32:42]

 
Want to learn more about these topics? Check out these resources:
8 Recommendations for Better Content in 2023
How to Unleash Your Omnichannel Content Strategy
Unlock One-to-One Personalization With Structured Content
How to Create Content Faster Without Losing Your Mind
Why Are More Marketers Investing in Content Audits?
Use Case or Case Study? When to Use Each in Your Content Strategy
Build Trust With Privacy-First Content Marketing

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