Most marketing teams struggle to prove that content drives real business results, and without that proof, it’s often the first thing cut.

In this episode of Straight to Voicemail, Amanda Smith talks with Chelsea Lassen, Director of Content, Comms, and Storytelling at Cority. With a background spanning industries from LED lighting to glamping, Chelsea shares how she turned social media into a demand engine, building relationships that drove measurable revenue impact.

You’ll learn:

• How to turn social media into a pipeline-driving channel
• Why building relationships matters more than attribution
• How to use feedback loops to create content that connects

Jump into the conversation:
(00:00) Why we wanted to hear from Chelsea
(00:10) The power of content in driving business outcomes
(00:39) Meet Chelsea Lassen from Cority
(01:25) Building a social-first demand engine
(02:00) How content created 43% of inbound leads
(02:34) When brand awareness turns into real pipeline
(03:14) Why being human builds audience trust
(03:40) Creating inside jokes and feedback loops with your audience
(04:08) How long-term brand investment pays off
(05:12) Redefining content as a relationship tool

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.