The Marketing Millennials The Secret to Building Great B2B Content with Adam McQueen, Director of Product Marketing and Content at Klue | Ep. 363
Nov 5, 2025
Adam McQueen, Director of Product Marketing at Klue and creator of the Compete Network, dives into the innovative world of engaging B2B content. He reveals how Klue transformed its marketing strategy by building a media arm that collaborates with creators for dynamic storytelling. Adam emphasizes the importance of balancing entertainment with product messaging, and shares strategies for proving the ROI of creative projects. Plus, learn about their multi-channel distribution techniques and how a small team can scale effectively.
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Build Media To Partner With Creators
- Klue built a media arm to consolidate creator content and produce everything on the backend for creators.
- They focused on working with creators so subject experts only needed to show up and create content.
Match Media To Audience Habits
- Choose media properties that match where your audience already consumes content.
- Use flexible formats like video, newsletters, courses, and infographics to meet audience habits.
Give Creativity A Tight Box
- Anchor creative ideas inside tight strategic or product narratives before brainstorming.
- Use guardrails to make creativity focused and tied to measurable business priorities.