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In this episode we interview Sidharth Iyer, a demand generation leader with over a decade of experience in marketing, from journalism to enterprise growth strategy.

What you'll learn in this episode:

• Why content should start at the bottom of the funnel, not the top
• How to align content creation with measurable pipeline impact
• The power of short-form video explainers in complex B2B sales cycles
• A tactical approach to content repurposing across different buyer stages
• How to operationalize sales enablement with pre-built content assets
• Metrics and methods to prove top-of-funnel content drives revenue
• Practical frameworks for balancing brand and performance content