Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing
By Nick Nelson
Marketing leaders are at the forefront of a seismic transformation that continues to play out as we enter a new decade.
Organizational dynamics are realigning. Power balances are shifting. Trust – both internal and external – is emerging as the most essential crux in business success. For people like Adi Bachar-Reske, it’s an exhilarating time to be leading the charge.
Her history in marketing dates back multiple decades, so she’s been helping shape this evolution. “Twenty years ago, everybody’s in a suit. I was the only woman in the room, always,” she says. “It has changed a lot.”
Today, she finds that she no longer tends to be the only woman in the room (though the balance is still a ways from where it needs to be), and that’s far from the only change she’s observed in her marketing leadership positions — most recently at Provenir, where she served as Vice President of Marketing before moving into a solo consulting role late last year.
Much of her experience, including at Provenir, has come in the financial technology (FinTech) space, so during my interview with her for the Break Free B2B series, we zeroed in on some key topics tied to the vertical: proving the revenue impact of marketing, staying on top of content consumption trends, and building trust with customers when sensitive data is in play.
Break Free B2B Interview with Adi Bachar-Reske
If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
- 1:00 — Introduction to Adi
- 2:00 — Provenir’s marketing philosophies
- 4:00 — How are content consumption trends changing?
- 10:30 — Building trust in the financial industry
- 13:15 — How technology helps with personalization and trust
- 16:00 — Building trust in marketing internally
- 18:45 — Which types of content help sales most?
- 22:00 — How can B2B marketers break free?
- 24:00 — How to balance taking risks with playing it safe
Nick: What are you seeing from your end in terms of shifting content consumption trends and shortening attention spans?
Adi: I find that myself, I don’t read books anymore, my eyes get really tired and I just don’t have the time to sit down and actually read, but what I do do, I got addicted to Audible right? So I walk through a long airport, or I sit down and wait for my daughter to finish her guitar lesson, and I’ll just put it in my ears. I read at least two …read more
Source:: Top Rank Blog