Content, Briefly Tom Rudnai on How to Maximize and Measure Revenue Impact
Jun 9, 2025
Tom Rudnai, Founder and CEO of Demand Genius, discusses the evolution of B2B content strategy as AI transforms the landscape. He emphasizes the need to create high-quality, question-driven content that aligns with buyer journeys. Tom also talks about the importance of moving beyond vanity metrics to genuinely measure content impact on revenue. He shares insights on effective content gating and the significance of integrating sales and marketing efforts. Additionally, the conversation highlights how AI tools can enhance content audits and personalize marketing strategies.
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Search Traffic Declines, Content Evolves
- Search traffic is rapidly declining due to zero-click searches and AI engagement.
- Content's role is moving beyond top-of-funnel to influence across the entire buyer journey.
Content Replaces Sales Authority
- B2B buyers increasingly avoid direct sales contacts and distrust sales claims.
- Content acts as the new information connector, influencing buyers beyond sales interactions.
Complex Buyer Journeys Challenge Funnels
- Buying processes are nonlinear, involving multiple stakeholders and looping stages.
- Traditional sales/marketing funnels are misaligned with current buyer behaviors.