Becky Lawlor on What B2B Buyers *Actually* Care About

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Content, Briefly

Superpath

127 episodes

20 hours ago

"Content, Briefly" is your go-to podcast for content marketing strategy. Each week, host Jimmy Daly interviews SaaS content leaders to understand all the nuances of their content programs—things like content org structure, KPIs, workflows, meeting agendas, and much more. This podcast is presented by Superpath, the internet's best content marketing community.

All content for Content, Briefly is the property of Superpath and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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Becky Lawlor on What B2B Buyers *Actually* Care About

Content, Briefly

32 minutes

3 weeks ago

Becky Lawlor on What B2B Buyers *Actually* Care About

In this episode of Content, Briefly, Jimmy Daly chats with Becky Lawlor, founder of RedPoint Insights, about her new report, Content That Converts: 2025 B2B Buyer Insights.

They dig into what today’s B2B buyers value most—from credibility and original research to how AI tools like ChatGPT and Perplexity are changing the content journey. Becky shares findings on which formats drive conversions, why case studies still lead the pack, and how owning your research can boost brand trust and ROI.

This episode is sponsored by Ahrefs. Sign up for Ahrefs Webmaster Tools for free to improve your site’s SEO performance and grow traffic from search.

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Useful Links:

Follow Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/

Follow Becky on LinkedIn: https://www.linkedin.com/in/beckylawlor/

What Really Drives B2B Buyers to Convert in 2025: Free Report Download

Episode 72 with Becky Lawlor on Original Research Done Right

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