The Animalz Content Marketing Podcast

Get a front-row seat to a bold, unconventional approach to enterprise content with Matt Hummel, CMO of Pipeline360. In this episode, Matt shares how he personally flew out to hand-deliver a research report to over 700 marketers, shaping a content strategy built on trust.He explains how his team uses research-driven, one-on-one conversations to create personalized content, earn credibility, and unlock new revenue. You’ll hear why he sees ABM as a relationship-first strategy, how roadshows outperform automation, and why listening, not pitching, is the real deal.👤 About Our Guest: Matt HummelMatt Hummel is a B2B marketing leader who’s run content, brand, and demand generation at some of the world’s top SaaS and professional services companies including Deloitte, Thomson Reuters, Demandbase, and Pipeline360. He specializes in building content systems that connect research, product, and revenue, and is known for operational rigor, stakeholder alignment, and an honest take on what works (and doesn’t) in enterprise content. As host of “The Pipeline Brew” podcast, Matt is on the front lines of the quality vs. quantity debate, sales-marketing alignment, and real-world AI adoption in content workflows.📻 About This Season of the Animalz Podcast: Enterprise Content MarketingThis season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.⏳ Timestamps00:00 – Intro: Why enterprise content engines matter more than ever02:11 – Matt’s path: From Deloitte and Thomson Reuters to Demandbase and Pipeline36006:43 – What 700 marketer interviews taught Matt about scaling personalization13:02 – Using research to create product-driven content15:51 – Stakeholder management and internal alignment17:12 – Why listening leads to better content outcomes19:49 – One-to-one ABM: Personalizing content at the account level23:05 – Measuring impact: How content drives account growth25:27 – Doing the unscalable to create a competitive edge26:27 – Building trust: The case for in-person connection32:23 – AI in enterprise content: What’s working and what’s not🌐 Mentioned Links & ResourcesPipeline360 (02:35): Content syndication and Demand-as-a-Service provider where Matt leads marketing.The Pipeline Brew (Podcast) (32:23): Matt’s show on content, brand, ABM, and demand generation.Deloitte (02:11): Where Matt previously led brand strategy.Demandbase (02:11): MarTech company where Matt ran demand gen before Pipeline360.Thomson Reuters (04:06): Global brand where Matt built early content programs.The Storytelling Edge (02:57): Book Matt is reading to refine brand storytelling.Everybody Writes (02:57): Writing reference always on Matt’s desk.Connect with Matt Hummel for more insights on content, brand, and demand generation. Or listen to his podcast, “The Pipeline Brew,” for deeper dives into enterprise content strategy.💡 Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to Animalz Podcast. You can also follow us on X or LinkedIn.

Join Rhonda Hughes, a brand storyteller with 18 years in content marketing at giants like Zoom and Mural, as she dives into the art of building effective content teams. She shares her strategies for transforming chaotic content operations into data-driven powerhouses. Expect insights on balancing immediacy with long-term goals, crafting audience-centric content, and navigating hiring challenges in tech. Rhonda also highlights innovative TikTok campaigns that combat misinformation and keep brand narratives agile amidst change.

Heike Young, Head of Content at Microsoft Advertising, shares her wealth of experience in enterprise content marketing. She emphasizes the importance of shifting perspectives over just metrics in measuring success. Heike discusses how her team prioritizes employee-led content, fostering creativity beyond traditional brand publishing. She also explains the collaborative nature of content, creative, and marketing ops at Microsoft, and how she built a scalable system with innovative tools to enhance engagement and influence.

Kay-Kay Clapp, Head of Content & Social at Typeform, shares her expertise in building effective content strategies within B2B SaaS environments. She discusses how to balance creativity with operational discipline while tackling content approval bottlenecks. Kay-Kay explains the importance of engaging subject matter experts and utilizing audience feedback to drive ideas. She also emphasizes the role of AI in content creation and the need for innovative approaches to marketing that transcend traditional request processes.

Dive into the complexities of B2B SaaS content marketing! Learn why moving from startup to enterprise changes the game. Discover how top companies streamline processes and manage stakeholder overload while enhancing collaboration. Hear firsthand lessons from industry veterans who tackle the intricacies of content governance and communication. Uncover practical AI applications and gain insights that can apply regardless of team size. Get ready for expert guests to share their secrets in this thrilling journey through enterprise content!

The hosts dive into the transformative role of AI as a writing partner in content creation, emphasizing collaboration over replacement. They highlight the rise of personality-driven marketing, stressing authentic connections over mere follower counts. The impact of zero-click queries on content marketing is discussed, revealing fresh opportunities for unique creation. Predictions for the next year explore evolving roles within content teams and the necessity of strategic thinking in an AI-enhanced landscape. Excitingly, the next focus shifts to Enterprise Content!

In this discussion, Alex Halliday, the founder and CEO of AirOps, shares his insights on the revolutionary ways AI can enhance content strategy. He introduces his 50-step AI workflows designed to turn simple prompts into powerful content. Alex emphasizes the importance of finding unique organizational data and explores how to optimize for AI-driven search experiences. Drawing from his connections in Silicon Valley, he provides practical advice for navigating the evolving landscape of AI and maintaining originality in content creation.

Ines Lee, Head of Content for Ali Abdaal, shares her incredible journey from teaching economics at Oxford to managing content for a 6M+ YouTube channel. She explores how her team balances AI's power in content creation with the essential human spark, comparing AI to a flawless cover band. Ines also reveals insights on personal branding and how B2B marketers can learn from the creator economy, emphasizing that content should be treated as a product. Tune in for an engaging look at the intersection of creativity and technology!

Parthi Longanathan, the founder and CEO of Letterdrop, previously worked at Google, mastering search dynamics. In this conversation, he details his company's pivot from SEO to LinkedIn social selling, driven by changing content consumption habits. Parthi emphasizes the importance of AI and personalized content over chasing virality. He also discusses how automation can enhance revenue operations while fostering authentic relationships in sales. This insightful talk highlights the shift towards tailored engagement strategies in modern marketing.

Stewart Hillhouse, VP of Content at StoryArb and former Head of Content at Mutiny, shares his innovative strategies for leveraging AI in content marketing. He discusses the evolution of content creation, emphasizing the need for shorter planning horizons and integrated campaigns. Stewart introduces the concept of a 'second brain' powered by AI, enhancing creativity and learning. He advocates for personalized marketing to drive engagement, and highlights the balance of speed and creativity for future content teams, positioning humans as strategic innovators.