How to Create Great Content for B2B Tech

In this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore how B2B tech companies can build stronger content strategies by focusing first on understanding their ideal customers. Tristan explains that content isn’t just about producing blog posts or white papers—it starts with knowing exactly who you want to reach and what problems they face.

Tristan shares why small marketing teams should prioritize real conversations with customers and internal experts. He shows how these discussions reveal the challenges buyers care about and help teams create more meaningful, specific content. By gathering insights from sales calls, customer interviews, and feedback sessions, marketers can move beyond generic messaging and stand out from competitors.

The conversation wraps with practical advice for scrappy teams: start with one type of conversation, such as a podcast or video chat, and repurpose that material across channels. For Tristan, this approach helps teams stretch their resources, reach the right people, and build a content engine that actually supports growth.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.