Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across multiple channels, and making decisions in ways that don’t fit neatly into a lead-gen funnel.
It's time we dive into a crucial shift that every C-Suite, sales, and marketing leader needs to embrace:
👉 Content isn’t just about generating direct conversions. It’s about getting the right message in front of the right buyers at the right time, even if there’s no immediate ROI. Thought leadership ads and targeted amplification strategies allow us to ensure our most valuable content lands with precision—without needing to force a linear path to purchase.
This isn’t about abandoning accountability; it’s about adopting a more sophisticated way of valuing marketing’s impact. A mindset shift like this isn’t easy, but it’s critical for aligning with how buyers actually buy in today’s landscape.
Dive into the full conversation with James Carbary where we unpack how to activate a content strategy that will actually resonate and engage the accounts you care about most.
#ContentStrategy #BuyerBehavior #B2Bmarketing #MQLs #GrowthDriver
James is married to the kindest human on planet Earth. His wife Lisa was a dolphin trainer at Disney World for 12 years, and is now pursuing her Master’s degree in Marine Mammal Science. Their son JJ, and foster son Zion, are currently being trained up to love God and add value to people’s lives. Team Carbary is on a mission to inspire millions of people to pursue Jesus, family, and growth.
Professionally, James is the founder of Sweet Fish (3x Inc. 5000 video podcast agency), Creator House (video podcast production studio), and B2B Growth (top 100 marketing podcast).
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