I know you feel it. In today's highly saturated market, acquiring new B2B customers has become increasingly challenging.

Traditional outbound marketing and sales efforts were followed by the rise of inbound marketing and marketing automation, which allowed for a more personalized approach to the customer's journey.

However, as these channels and tactics become more accessible to everyone, their effectiveness is diminishing, leading to higher costs in customer acquisition.

To combat this issue, forward-thinking B2B go-to-market teams are turning to owned media assets and building their own audience of potential buyers.

Owned media (vs. earned or paid media) refers to creating content that your audience chooses to engage with, whether it's through a newsletter, webinar series, or podcast. The key is to provide content that entertains, educates, and inspires, focusing on solving real problems and delivering actual impact.

Unlike content that solely promotes your product, owned media aims to build a long-term relationship with your audience. It's about selflessly providing value and impact, rather than pushing sales. By leveraging first-party interactions and data, you can establish a deeper connection with potential customers, gaining their trust and loyalty.

Bolaji Oyejide 🔥🎙 came on the GTM.news show to talk all things building an audience and the new era of go-to-market we are in. Let's listen in:

BIG WARNING:

• This is not just another content marketing strategy to throw on your marketing team. This really needs to be an entire organization / go-to-market strategy (internal, customers, partners, etc) effort to make this work. Why would anyone want to watch your content when there is a million choices out there? There is now the need for content differentiation as everyone is competing for each other's attention. Think of owned media / building an audience as your organization's first product. Really invest in making it great.

Other cool GTM stuff to check out:

• I did a conversation with Anthony Kennada from AudiencePlus on owned media earlier this year. Check out our conversation if you want more info on the subject.

  
  

• Sara Stella Lattanzio shares a great post on mind bending logic shift when it comes to outreach emails

  
  

• Great post from Wil Reynolds on why you should be careful what "thought-leadership" and success stories you read

  
  

• Mark Kilens talks about the success he's seen without using a pitch deck in his sales calls

Until next week my friends, Taylor

P.s. What are you learning in the world of B2B growth and go-to-market? Share your favorites in the comments. Love to learn from you!