"The hardest part isn't creating content, it's clarity."

For Marcos Colón, Director of Content and Brand at Immuta, storytelling still starts with listening. His background in journalism shapes how he approaches communications today, focusing less on output and more on understanding what matters to the people at the forefront of the B2B tech industry.

In this episode of the XTech podcast, Marcos joins Debbie Forster MBE to reflect on how B2B content is shifting. The challenge is no longer volume. It's knowing what deserves attention and communicating it in a way that reflects operational reality.

Security conversations sit at the centre of that tension. Practitioners are already aware of the risks they face, so credibility comes from showing how problems are navigated day to day rather than amplifying fear.

Marcos also shares how he captures unscripted moments at industry events and why those glimpses into real work often resonate more than polished campaigns.

Tune in to hear how clarity, content and lived experiences are reshaping how tech brands earn attention.