Ep. 510 | How Strategic Content Fuels B2B Growth

OnBase: Smashing Sales and Marketing Misalignments

In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content.

About the Guest

Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement.

Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility.

Connect with Becky

Key Takeaways

• Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces.
• Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials.
• Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts.
• Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior.
• The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output.

On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.”

Tech Recommendations

• AI tools like ChatGPT and Copilot
• Gong for recording calls and deeper insights

Podcasts:

• Content Briefly
• B2B Marketing with Dave Gerhardt

Books:

• Obviously Awesome

Shout-outs

• Andy Crestodina, Co-Founder and CMO at Orbit Media.
• Brendan Hufford, Founder, Growth Sprints.
• Erin Balsa, Founder, Bland to Bold.