Becoming your audience’s favorite follow with Tyler Lessard

CMO of TechnologyAdvice, Tyler Lessard, who has led award-winning marketing teams and created multiple B2B categories, gives a fresh perspective on why your content marketing may be missing the mark. He uncovers how to transform your brand’s presence and the transformation to becoming your audience’s favorite follow using the “Inside Out” approach as the foundation.

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Episode summary

In this Radically Transparent episode, Tyler Lessard, the marketing visionary behind TechnologyAdvice, joins us to explore the strategies behind transforming your B2B brand into your audience’s favorite follow. Tyler breaks down the importance of adopting an outside-in mindset, where brands focus on what truly matters to their audience rather than pushing company-centric goals.

He explains how by embracing audience empathy and putting their needs first you can help your brand build trust and lasting relationships, especially when your audience is not yet ready to buy.

Tyler also dives into the value of engaging a broader audience, beyond your high-intent prospects and shares why fostering long-term relationships with your community, gives you the ability to ensure your brand stays relevant and trusted throughout the entire buyer’s journey. Finally, he shares actionable insights on how to add real value to your audience’s daily lives by addressing their challenges and focusing on what resonates with them.

Hot topics:

Adopting an “Outside-In” mindset: Discover how brands can thrive by focusing on what the audience cares about, shifting from a business-centric approach to a mindset that prioritizes audience needs and challenges, building trust and engagement along the way.
How to build strong relationships with the broader audience: Learn why it’s essential to engage and nurture audiences not yet ready to buy, creating lasting relationships that foster long-term trust and keep your brand top of mind.
Why focusing on audience empathy and value is the key to becoming a “favorite follow”: Explore how empathy-driven marketing, centered on solving real audience problems, builds deeper connections and brand loyalty through relevant, meaningful content.

Tune in to discover how to transform your social media strategy and become the brand your audience loves to follow!

Meet Tyler

Tyler Lessard has led award-winning marketing teams and created multiple B2B categories and is currently serving as CMO at TechnologyAdvice.

He built the Sales Feed media network, scaling it to 150k+ engaged followers and fans, and developed the Outside-In approach as a systematic way to build engaged audiences of followers, fans, and future customers.

Tyler’s also managed and grown in-house B2B creators, built out Influencer Marketing programs, developed ABM and PLG motions (at the same time!), and has been recognized as one of the most Fearless B2B Marketers by Marketo. He’s even produced a critically acclaimed parody of Dr. Dre’s Nuthin But a G Thang.

As a speaker, author, trainer, and fractional leader, Tyler brings ideas to life to help businesses unleash the power of remarkable content and human connection in the digital age.

Frequently Asked Questions

What is the 'Outside-In' approach for B2B marketing strategy?

The 'Outside-In' approach in B2B marketing is a strategic shift where brands prioritize understanding and addressing their audience's needs, challenges, and interests over company-centric goals. This method, advocated by experts like Tyler Lessard, focuses on building trust and engagement by consistently delivering valuable, audience-centric content that resonates deeply with potential customers.

How can B2B brands become their audience's 'favorite follow'?

To become a 'favorite follow,' B2B brands must embrace audience empathy and deliver genuine value, as highlighted by Tyler Lessard. This involves creating relevant content that directly addresses audience pain points, builds trust, and fosters long-term relationships by consistently focusing on what truly matters to them, even before they are ready to buy.

Why is it crucial for B2B brands to engage audiences not yet ready to buy?

Engaging a broader audience, including those not yet in a high-intent buying phase, is crucial for B2B brands to build long-term trust and maintain relevance throughout the entire buyer's journey. Nurturing these relationships ensures the brand stays top of mind, establishes credibility, and becomes a trusted resource when purchase intent eventually arises.

What role does audience empathy play in successful B2B content marketing?

Audience empathy is paramount in successful B2B content marketing. It enables brands to truly understand and address their audience's pain points and aspirations. By prioritizing audience needs, brands can create more meaningful, relevant content that builds trust, strengthens relationships, and ensures their message resonates deeply, leading to sustained engagement and loyalty.

How can B2B content marketing build trust and lasting customer relationships?

B2B content marketing builds trust and lasting customer relationships by adopting an 'Outside-In' mindset, prioritizing audience needs, and consistently delivering genuine value. This means focusing on solving real problems, addressing challenges, and creating content that resonates deeply with the audience, establishing the brand as a credible and helpful resource throughout their journey.