On the road: Andrea D’Amato, Foundry

In this week’s episode, Rick is joined by Andrea D’Amato, Chief Revenue Officer at Foundry. Listen in as they discuss how to engage your customers with effective content marketing strategies, including exclusive insights from Foundry’s 10^th annual Customer Engagement study. Learn about the challenges and opportunities in content marketing, such as the potential of generative AI and the importance of educational content for IT decision-makers. Gain valuable perspectives on event marketing trends and strategies, including the role of virtual and face-to-face events in today’s marketing landscape. 

On the road with Andrea D’Amato: insights into B2B marketing and content strategy

In the latest episode of “On The Road,” Rick Currier sits down with Andrea D’Amato to explore the evolving landscape of B2B marketing and content strategy. With years of experience and a keen eye for market trends, Andrea shares her insights on how to navigate the challenges and opportunities in today’s digital age.

The importance of actionable content

Andrea highlights a significant challenge faced by content marketers today: the gap between the content produced and its perceived value by IT decision-makers. She states, “This year it’s dropped; it’s 44% find the information that they’ve searched for and that they’ve downloaded to actually be something actionable. So that’s a little heartbreaking for content marketers, right?” This statistic underscores the necessity for marketers to create content that is not only engaging but also practical and useful for their audience.

Navigating generative AI

One of the key topics discussed in the episode is the impact of generative AI on the B2B marketing landscape. Andrea notes, “We’re in the midst of a revolution right now…IDC is calling generative AI a $150 billion business by 2027.” This technological shift demands that marketers stay ahead of the curve, understanding and leveraging AI to enhance their strategies and deliver value to their clients.

“Of the $40 billion that’s being spent on generative AI this year, almost half of it is on infrastructure…because the infrastructure is going to prepare you for what’s next.’’– Andrea D’amato

Leveraging brand trust

The conversation also delves into the power of brand trust in B2B marketing. Andrea points out, “When a brand is known and trusted, it increases the likelihood of getting on the shortlist.” This insight is crucial for marketers aiming to build and maintain strong brand reputations. Leveraging partnerships with well-known brands can also provide a significant boost, especially for mid-tier companies with limited ad budgets.

Engaging across generations

Understanding the generational differences in how content is consumed and acted upon is another critical aspect discussed. Andrea explains, “When it comes to contacting a vendor directly after seeing the ad, millennials come in at number one.” This insight highlights the importance of tailoring content strategies to different age groups to maximize engagement and conversion rates.

Conclusion

As the episode wraps up, Andrea shares a piece of advice that resonates well with the theme of continuous improvement and adaptation in marketing: “Focus on the things that matter.” This reminder serves as a valuable takeaway for marketers striving to stay relevant and effective in a rapidly changing digital landscape.

Andrea D’Amato is the Chief Revenue Officer, Foundry

About Foundry, an IDG Inc. Company:  

Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.