In this episode we interview Kathleen (Waters) Bunshoft, a senior growth marketing and demand generation leader with a focus on revenue and a passion for team happiness.

What you'll learn in this episode:

• Why revisiting your ICP’s mindset—not just their title—unlocks better content performance
• How outdated attribution models are breaking your growth strategy (and what to use instead)
• How to embed content into every GTM motion, from sales enablement to event planning
• Why short-form, on-demand content is winning in B2B
• The hidden cost of creating content without a distribution plan
• How content fuels not just marketing, but sales and product strategy—when done right
• A real-world example of how user research at a cybersecurity company transformed their content engine

Text us what you think about this episode!