You’ve no doubt heard the phrase “content is king,” but content alone is never enough. To be a successful content marketer, especially in the B2B world, you need to be plugged in to the sales side of things, and vice versa.

Vince Kohler, VP of Marketing for SBI, sat down with us to discuss optimizing the approach to content marketing and ways to ensure it’s aiding the sales effort. SBI is a sales consulting organization and producer of top tier content, including a podcast. In fact, they created one of the first sales content blogs on the internet.

Here’s what we learned from Kohler.