Scrappy ABM Building Trusted Audiences That Drive Pipeline (with Rob Bellenfant) | Ep. 191
Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.
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This conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.
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From choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.
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🎯 Must-Have Resources for Content Syndication Success
Rob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners:
- Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens.
- Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs.
These resources provide clarity on how to navigate content syndication partnerships and maximize ROI.
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👤 Guest Bio
Rob Bellenfant, CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline.
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📌 What We Cover
- Why trusted first-party audiences outperform mass contact lists
- How to evaluate a content syndication partner through the eyes of your buyer
- The four critical ingredients every piece of content must have to drive ROI
- Why channel selection matters less than content quality and authenticity
- Key differences in measurement between SMB and mid-market buying cycles
- How to set up feedback loops and avoid waiting too long to pivot strategy
- The power of small, fast experiments in paid media for faster learning
- Why tight measurement and clear audience insights pay dividends
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🔗 Resources Mentioned
- TechnologyAdvice
- Top 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob)
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason on LinkedIn for a conversation about ABM.
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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!