Straight To Voicemail

Share Your Genius
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What are the best brands doing to stay relevant, build trust, and create content smarter? At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time. Join us each week for quick hits of insights from b2b marketers and leaders.

  1. How can content help build trust for brands? | Jeff Coyle, Head of Strategy, SiteImprove

    قبل يوم واحد

    How can content help build trust for brands? | Jeff Coyle, Head of Strategy, SiteImprove

    In B2B marketing, trust is the ultimate currency…but it’s built one interaction at a time. In this episode of Straight to Voicemail, Amanda Smith connects with Jeff Coyle, Head of Strategy at SiteImprove. Jeff shares his expertise on how content can build trust throughout the entire buyer journey, from awareness to purchase and beyond. He discusses the importance of knowing your customer, delivering value consistently, and creating content that speaks to each stage of the journey. You’ll learn: How content builds trust by understanding the customer journeyWhy consistent, value-driven content inspires confidenceHow to create content that resonates across buyer personas Jump into the conversation:(00:00) Why we wanted to hear from Jeff(00:18) Meet Jeff Coyle and the role of trust in B2B(01:00) Why knowing your customer is key to building trust(01:40) How content fits into every stage of the funnel(02:00) The importance of consistent, valuable content(02:40) Creating content for multiple buyer personas(03:10) How to show expertise through your content(03:40) Why trust must be maintained after the sale Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  2. Why is content an important investment? | Selma Chauvin, Chief Revenue Officer, Agorapulse

    قبل ٣ أيام

    Why is content an important investment? | Selma Chauvin, Chief Revenue Officer, Agorapulse

    Building trust starts long before the first sales call. In this episode of Straight to Voicemail, Rachel Elsts Downey connects with Selma Chauvin,  Chief Revenue Officer at Agorapulse, to explore why content is the most valuable lever a CRO can invest in. Drawing from her experience leading global revenue teams, Selma shares how trust, education, and connection drive acquisition, retention, and expansion in modern B2B sales. In this episode, you’ll learn: Why content alignment between marketing and sales improves deal qualityHow education-based content builds trust before the first conversationWhy scalable content can outperform headcount growthJump into the conversation: (00:00) Why we wanted to talk to Selma Chauvin (01:07) Why content is the most important lever for a CRO (01:42) How cultural differences shape the buying journey (02:12) Building trust before sales even begin (02:23) Aligning content with the sales message (02:36) How content drives retention and expansion (02:50) Selling to marketers who see through surface-level content (03:19) The scalability advantage of strong content (03:40) Final thoughts from Selma Chauvin Listen to the full episode to learn how content creates connection, scales trust, and drives sustainable revenue growth.  Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  3. How does content help build trust? | Stephanie Yoder, Director of Content, Rebrandly

    ٣٠ أكتوبر

    How does content help build trust? | Stephanie Yoder, Director of Content, Rebrandly

    Every brand says they want trust, but few realize how quickly the wrong content can break it. In this episode of Straight to Voicemail, Rachel Downey talks with Stephanie Yoder, Director of Content at Rebrandly. Stephanie shares how thoughtful content earns trust, why salesy messaging breaks it, and how brands can use every touchpoint to prove credibility. She also explains how branded links drive 39% higher clicks by showing audiences exactly where they’re headed. You’ll learn: How to write content that educates before it sellsWhy understanding your audience builds long-term trustHow branded links strengthen credibility and increase engagement Jump into the conversation:(00:00) Why we wanted to hear from Stephanie(00:27) Why content is a brand’s best trust-building tool(01:00) How marketing language can break audience trust(01:20) What people-first content looks like(01:40) How helpful content drives stronger relationships(02:00) The importance of giving value before promoting products(02:20) Why branded links create trust through transparency(02:40) How Rebrandly connects content and credibility(02:47) Closing thoughts from Stephanie Yoder Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  4. How do you build client trust from day one? | Mason Cosby, CEO, Scrappy ABM

    ٢٨ أكتوبر

    How do you build client trust from day one? | Mason Cosby, CEO, Scrappy ABM

    Trust usually peaks in the sales process and drops at kickoff. So, how do you stop the free fall? In this episode of Straight to Voicemail, Amanda Smith connects with Mason Cosby, CEO of Scrappy ABM. As a founder leading a services business, Mason has seen firsthand where trust breaks down and shares the systems his team uses to close that gap early. From internal handoffs to client comms, this conversation is packed with clarity and practical fixes. You’ll learn: How to introduce your team before the kickoff callWhat sales teams model that delivery teams should adoptWhy daily client updates make trust easier to maintain Jump into the conversation:(00:00) Why we wanted to hear from Mason (00:45) Meet Mason Cosby and the trust drop-off point (01:34) Why delivery teams feel like strangers after the sale (02:12) How Scrappy ABM makes internal team members visible (02:22) Tactics for keeping trust across the handoff (02:34) What sales teaches us about expectation setting (03:09) A simple format for daily client comms (03:52) The rule Mason uses to reset expectations Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  5. How do you make AI content feel authentic? | Nathan Thompson, Senior Director of Product Marketing, copy.ai

    ٢٣ أكتوبر

    How do you make AI content feel authentic? | Nathan Thompson, Senior Director of Product Marketing, copy.ai

    AI can speed you up, but it can also make your content sound the same as everyone else. In this episode of Straight to Voicemail, Amanda Smith talks with Nathan Thompson, Senior Director of Product Marketing at copy.ai. Nathan shares how context, not prompts, keeps AI output on brand, how to unify voice across go-to-market, and a simple workflow that keeps humans in control. You’ll learn: Train AI with product, audience, and voice to personalize at scaleUse a four-step workflow to keep quality highOnboard AI like a new hire to protect brand trustJump into the conversation:(00:00) Meet Nathan Thompson(00:10) What real, human content sounds like(00:34) Where AI helps and where it hurts(00:54) Meet Nathan Thompson from copy.ai(01:03) Why context beats clever prompts(01:26) The voicemail question(01:46) Unifying brand voice across GTM(02:08) Strategy, draft, polish, publish(02:45) The prompt myth(03:21) Fixing context to personalize(03:40) Onboarding AI like a new hire(03:48) Closing thoughts and resources Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  6. How can healthcare brands earn trust and attention? | James Furbush, VP of Marketing, Prosperity Behavioral Health

    ٢١ أكتوبر

    How can healthcare brands earn trust and attention? | James Furbush, VP of Marketing, Prosperity Behavioral Health

    Getting attention is easy. Earning trust is harder, especially in healthcare, where trust can literally mean life or death. In this episode of Straight to Voicemail, Rachel Downey connects with James Furbush, VP of Marketing at Prosperity Behavioral Health. James has spent years leading go-to-market efforts in healthcare, where trust with buyers isn’t optional. Drawing from real-life moments and one memorable quote from Jurassic Park, he breaks down how to navigate the tension between visibility and credibility. You’ll learn: Why attention without relevance damages brand trustHow to build a long-term marketing strategy in a short-term worldWhen to say no to tactics that won’t serve your buyer Jump into the conversation:(00:00) Why we wanted to talk to James(00:26) Meet James and the problem of attention vs trust(01:00) A life lesson from his mom that shaped his approach(01:36) How trust gets broken in marketing(02:00) Why “should” matters more than “can” in strategy(02:20) The natural tension between trust and attention(03:20) Where marketing needs to hold the line(04:00) Why giving freely builds long-term trust(04:40) The risks of chasing attention without permission Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  7. How do you earn your board’s trust to gain support for your initiatives? | John E. Lepto IV, CRO, Clear Go-To-Market

    ١٤ أكتوبر

    How do you earn your board’s trust to gain support for your initiatives? | John E. Lepto IV, CRO, Clear Go-To-Market

    Board alignment is harder than ever. Budgets are tight, expectations are high, and every decision feels under a microscope. In this episode of Straight to Voicemail, Rachel Downey connects with John E. Lepto IV, CRO at Clear Go-To-Market, a buyer intelligence firm serving private equity-backed SaaS companies. With deep experience across sales, healthcare tech, and private equity ops, John shares how strategic clarity helps leaders earn trust in the boardroom even without a formal board himself. In this episode, you’ll learn: How buyer intelligence builds credibility with executive stakeholdersWhat boards actually want to hear from go-to-market leadersWhy clarity is the antidote to boardroom anxiety Things to listen for:(00:00) Why we wanted to talk to John(01:40) From lending to SaaS to PE-backed GTM(02:20) What Clear Go-To-Market actually delivers(03:00) Why win-loss is more than “why we lose”(04:10) Why John bets on service, not SaaS(05:20) The two converging shifts in PE and SaaS(07:00) What trust really means in boardroom settings(08:40) Bringing clarity to win-loss and GTM strategy(10:15) How Clear helps clients validate or challenge assumptions(11:30) One piece of advice for CROs walking into the boardroom Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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  8. How do you rebuild trust when your brand story changes? | Josh Privett, Communications Strategist and Principal Copywriter, Mantra

    ٩ أكتوبر

    How do you rebuild trust when your brand story changes? | Josh Privett, Communications Strategist and Principal Copywriter, Mantra

    When your company outgrows its original narrative, how do you shift the story without losing your audience?  In this episode of Straight to Voicemail,  Rachel Elsts Downey taps Josh Privett, Communications Strategist and Principal Copywriter at Mantra. Josh discusses what it really takes to evolve your message and earn trust in the process. You’ll learn: Why clarity beats cleverness when it comes to brand trustHow to know when it’s time to shift your story, and what happens when you wait too longA real-world case study of turning fear into record-breaking growthJump into the conversation: (00:00) Why brand stories blur and how truth cuts through the noise (00:57) Rebuilding trust by narrowing your message (02:20) How a PT clinic won by owning their unique voice (04:11) From “fix pain” to “better you” and a 77% growth spike (05:21) Trusting your message is a business move Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again. Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.

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What are the best brands doing to stay relevant, build trust, and create content smarter? At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time. Join us each week for quick hits of insights from b2b marketers and leaders.

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    Share Your Genius
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    Share Your Genius
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    Straight To Voicemail

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