B2B Content Experience

In this episode of the B2B Content Experience podcast, the Tendo team shook things up a little bit.

CEO Karla Spormann, EVP and Partner Lindy Roux, VP Account Services Zach Edling, and VP User Experience Simon Mathews sat down with podcast host and Tendo Content Strategist Ariana Vazquez to engage in a panel-type discussion about key trends shaping 2025 B2B marketing.

The Tendos focused on three major trends: generative AI, personalization, and brand, delving into insights and learnings from recent studies, tips for how marketers can lead in these areas, and their own hands-on experience of how these trends are impacting work with clients.

Join us for an engaging discussion on the integration of AI into marketing services, the challenges of achieving personalization at scale, and the essential role of brand storytelling across industries—explored through the lens of future marketing strategies.

00:36 Introduction to 2025 B2B Marketing Trends

01:14 Generative AI in B2B Marketing

10:01 Personalization Strategies

17:23 The Importance of Brand

25:58 Conclusion and Future Outlook
Resources
AI:Content Marketing Institute
Personalization:
REQ
Forrester
Brand:
ProperExpression
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
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Let’s talk AI. What does it mean to B2B marketers? How does it affect SEO and content ops?

In the first part of our AI segment, join the Tendo team as we discuss:

• AI usage opportunities for marketers and content strategists
• The ominous “zero click threat” of AI’s impact on SEO
• Why gen AI has been compared to the “iPhone moment for the enterprise”
• Real-world use cases of AI in content operations

In this episode, Tendo CEO and founder Karla Spormann joins EVP and partner Lindy Roux as they discuss customization, creativity, and connectivity—and usage opportunities such as content assessment, taxonomy, and personalization.

Karla and Lindy bring in Tendo’s resident SEO expert Amanda Haxton, who discusses AI-driven changes in the search landscape, including user behavior and the infamous “zero click threat.”

For the Research Roundup, Tendo’s content and marketing strategy lead Kim Celestre shares insights from Stanford’s expansive Annual AI Index Report—how AI affects marketers, content creators, and the most common AI use cases in sales, marketing, and service operations.

Tendo editor Ariana Vazquez wraps up this episode by examining AI in the wild. She’s joined by senior content strategist and AI expert Elizabeth Smith Fong to discuss real world examples, applications, and business use cases for AI.

Resources

• HBR article
• Artificial Intelligence Index Report, Stanford University
• From “no” to “yes”: How Intuit uses generative AI to accelerate work
• Why You Need an AI Content Playbook

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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In today's episode, we switch gears from AI and dive into the importance of authenticity, especially in 2024 marketing. Karla Spormann, Tendo CEO and Founder, and Lindy Roux, Tendo EVP and Partner, discuss how human-centered storytelling can be the golden ticket to brand authenticity, the impact of AI from the consumer’s perspective, and the importance of understanding your audience.

Next, Content and Marketing Strategy Lead Kim Celestre shares insights from Breakthrough Research's, How To Build (And Measure) An Authentic Brand in the Research Roundup.

Lastly, Tendo Editor and Content Strategist Ariana Vazquez takes the stage in Content in the Wild to highlight some prime examples of bold storytelling, from Salesforce to Macy’s to United Airlines to Red Bull.

Resources

• Breakthrough Research's, How To Build (And Measure) An Authentic Brand https://bthrough.com/wp-content/uploads/2023/05/Breakthrough-Brand-Authenticity.pdf
• “The Great Data Heist” :60 | Ask More of AI with Matthew McConaughey | Salesforce: https://www.youtube.com/watch?v=EmyqOyCXnt0
• "Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP" | https://www.emarketer.com/content/macys-contextual-relevance-segmentation-email-personalization-vp

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

Liked this episode? Hit that share button!

Stock music for this podcast is provided by juqboxmusic, from Pond5

In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions.

Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization.

Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.

Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.
00:00 Introduction to B2B Content Experience

00:15 Challenges of Digital Experience During Acquisitions

00:25 Insights from Lindy Roux and Simon Mathews

01:37 Brand Integration Strategies

05:28 Importance of Customer Experience

07:00 Practical Considerations and Prioritization

12:49 Research Roundup: Brand and Content Integration

16:51 Content in the Wild: Expert Insights

26:40 Conclusion and Wrap-Up
Resources
McKinsey & Company: Choosing to grow: The leader’s blueprint
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
Liked this episode? Hit that share button!

Stock music for this podcast is provided by juqboxmusic, from Pond5

Did someone say "AI"? You will hear these two letters a lot in this episode, which is packed with special guests! You will hear from:

Karla Spormann, CEO and Founder, Tendo Communications and Simon Matthews, VP Experience, Tendo Communications who have an exciting Tendo announcement for listeners!

Tamara Prewitt, Marketing Leader and Technology expert, who joins Kim Celestre, B2B Content Experience podcast host, to discuss AI's influence on marketing and content creators.
and...

Ariana Vazquez, Content Marketing Specialist, Tendo Communications, who will be sharing a recap of HubSpot's INBOUND 2023 conference. Ariana and Kim will share their key takeaways and memorable moments from the event!

Resources:
Want to learn more about how AI is disrupting marketing and content creation? Check out these resources!
7 Guidelines for Using Generative AI for Content Creation
INBOUND 2023 Recap: 4 Takeaways for Content Marketers

Stock music for this podcast is provided by juqboxmusic, from Pond5