How are B2B marketing teams really using AI today?

In this episode, we kick off a brand-new mini-series reflecting on the biggest insights from our sister podcast, B2B Content Strategist. First up: AI.

After speaking with 20 leading B2B marketers, we’ve uncovered how teams are experimenting with AI, what’s actually working, and where it’s going wrong. From content creation to workflow automation, from compliance headaches to the rise of human-centric storytelling — this episode pulls together the lessons, warnings, and opportunities shaping AI in B2B marketing right now.

Find out:

• What B2B marketing teams are using AI for (ideation, drafting, proofreading, workflow automation & more)
• Why AI is seen more as an efficiency tool than a creator
• Where leaders are drawing the line: originality, brand voice, and thought leadership
• The biggest AI pitfalls — from “samey” content to compliance risks
• Which AI tools are most popular with marketing teams today
• How human-led, authentic storytelling is becoming even more important in the AI era

Important links & mentions:

• B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Shannon Howard on Linkedin: https://www.linkedin.com/in/mjcrawford1/
• Martin Malloy on Linkedin: https://www.linkedin.com/in/martinmalloy-ca/
• Luba Czyrsky on Linkedin: https://www.linkedin.com/in/lubaczyrsky/
• Paul Way on Linkedin: https://www.linkedin.com/in/pkway/
• Mike D’Errico on Linkedin: https://www.linkedin.com/in/michael-derrico/
• Matt Crawford on Linkedin: https://www.linkedin.com/in/mjcrawford1/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

What does it take to run a truly scalable, customer-centric webinar strategy inside a large B2B organization?

In this episode - the final episode in our B2B webinar mini-series - we go behind the scenes of the B2B webinar engine at Fidelity Investments with Steve Jones, Director of Employer Marketing, and Lauren Franklin, Senior Manager, Channel Marketing & Events Specialist.

Their webinar program is built on structure, strategy, and serious results.

Steve and Lauren share how they’ve built and scaled a high-performing webinar strategy that aligns with both marketing goals and customer education. From implementing a detailed 68-step planning process to navigating compliance and live delivery, Steve and Lauren offer practical insights and real-world examples that any B2B marketer can learn from.

Find out:

• How Fidelity structures webinar content for different B2B audiences
• Why every webinar follows a detailed 68-step project plan
• The power of live webinars - and how they make them work
• Supporting speakers and scaling without sacrificing quality
• Making webinars part of both the marketing and customer education strategy
• Smart repurposing tactics (and how they work within a compliance-heavy organization)
• How to optimize your webinar to adapt to sudden changes

Important links & mentions:

• Our B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• Fidelity webinars: https://www.fidelity.com/learning-center/overview
• Steve Jones on LinkedIn https://www.linkedin.com/in/fidelitystevejones/
• Lauren Franklin on LinkedIn https://www.linkedin.com/in/fidelitylaurenfranklin/
• Blog post on this topic: https://www.content10x.com/339
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week

The content landscape has fundamentally shifted. Simple how-to guides used to be a staple of B2B marketing - highly valuable, searchable, and if your SEO is on-point they can appear at the top of search engine results pages.

In this episode, host Amy Woods shares how these simple how-to guides are now best left to AI, but this presents an opportunity. Sophisticated B2B audiences still crave expert guidance for complex, high-stakes decisions. The key is understanding which how-to content to abandon and which to double down on.

Find out:

• Why simple how-to guides are now dominated by AI and why this shift impacts your content strategy and SEO
• The critical differences between basic and expert-driven how-to guides and why depth, nuance, and originality matter more than ever
• Steps to evaluate and create standout, expert-led how-to guides that attract clicks, build authority, and deliver value your audience can't get from AI
• Tips for repurposing your expert guides across multiple formats and channels for maximum impact

Important links & mentions:

• How to Create Content that AI Can’t Create https://www.content10x.com/content-ai-cant-create/
• How to Build a Winning Content Strategy with Andy Crestodina https://www.content10x.com/winning-blog-content-strategy/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/expert-interviews-ultimate-guide/
• Content 10x Expert Interview Service https://www.content10x.com/expert-interviews/
• Blog post on this topic: https://www.content10x.com/338
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

Running a B2B webinar can feel like walking a tightrope. It’s a balancing act between providing valuable content with handling tech issues with keeping your audience engaged. Plus, you have to promote it, get people to sign up in the first place, and repurpose it.

In part five of our B2B webinar miniseries, Amy Woods, CEO & Founder, and Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, tackle the FAQs that we get asked related to webinars.

This episode is packed with useful advice to help you tackle your next B2B webinar with confidence and help you navigate common challenges.

Find out:

• What to do when the tech fails mid-webinar, and why those moments can actually help build connection
• How to troubleshoot low registration numbers
• Proven strategies to keep your audience actively engaged throughout your webinar
• The best ways to convert webinar attendees into leads or customers after the session ends
• When to gate your webinar content vs. make it freely accessible for maximum reach

Important links & mentions:

• Download the B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join hundreds of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

A well-planned webinar is just the beginning — what you do with that content afterwards can make all the difference.

In this episode, Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, joins host Amy Woods in the fourth installment of our webinar miniseries. They explore how to repurpose webinar content into new formats that work across the marketing funnel – from quick-win video clips and blogs to longer-term strategies that help you get more from every minute of your webinar.

Find out:

• Why repurposing starts with how you plan and run the webinar
• The best types of content to create from a webinar recording
• How to match repurposed content with different stages of the funnel
• Tips for making your repurposing process more efficient
• Why repurposed content can extend your reach and results

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join hundreds of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

Promotion doesn't stop once the webinar begins, and follow-up is just as important.

In part three of our miniseries all about B2B webinars, Amy Woods and Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, run through the full promotion cycle: before, during, and after. They share practical advice on how to get your webinar in front of the right people, keep them engaged, and follow up in a way that adds value and keeps the conversation going.

It’s a full-funnel approach to getting more from every webinar you run.

Find out:

• What goes into a solid webinar promotion plan across channels
• Why your title and messaging matter more than you might think
• How to work with guests, partners, and your own team to widen reach
• What to include in your follow-up for attendees and no-shows
• How to use feedback and post-event engagement to inform future webinars

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join hundreds of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

A successful webinar starts with a smart plan.

In part two of our webinars miniseries, Amy Woods is joined again by Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, to share how B2B marketers can plan webinars that deliver real value – and set the stage for repurposing afterwards. They cover everything from choosing a topic and format, to picking the right platform and setting goals that align with your wider content strategy.

It’s all about being clear on what your audience wants, and building from there.

Find out:

• How to set clear goals and pick a strong topic your audience will care about
• What to think about when choosing a format and platform
• Why good structure and flow matters just as much as the content
• How to keep your audience engaged during the webinar
• What to plan ahead of time to make things easier on the day

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join hundreds of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

Webinars have been a favorite format in B2B content marketing for years – but why do they work so well?

In the first episode of our webinars miniseries, host Amy Woods is joined by Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, to explore the benefits of webinars from both a strategic and practical point of view. Together, they break down seven clear reasons why webinars are still such an effective format for lead generation, relationship building, and content creation.

Find out:

• Why webinars are great for lead generation and audience engagement
• How they build trust and support thought leadership
• Why they're perfect for repurposing into lots of other content
• The benefits of webinars compared to in-person events
• What kind of data and insights they offer to help improve future content

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• Expert Interviews Miniseries https://youtube.com/playlist?list=PLVwaHzx-z4d5RjYsCkPsQb2CrmIRTauIL&feature=shared/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/expert-interviews-ultimate-guide/
• The Ultimate Guide to Impactful Video Interviews https://www.content10x.com/interview-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join hundreds of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter