After a successful stint in journalism, Ignacio Blanco gained a wealth of transferable skills which helped him start a career in marketing, plus the ability to identify the importance of storytelling across industries.

Ignacio is now marketing manager for SFx Smart Manufacturing at Hexagon Manufacturing Intelligence where he is responsible for B2B marketing campaigns, bridging the gap between technicalities and emphasising the story behind branding to relevant customers.

Shaheen Samavati interviews Ignacio in today's episode, touching on original methods to source and create new content, such as webinars and co-marketing. Moreover, Ignacio provides vital information on tailoring content for specific audiences in the B2B industry.