B2B buyers are human beings with real emotions. Whether we like it or not, people make decisions based on emotion first and justify them later with facts. Your content needs to address their pain points, tap into their aspirations, and clearly show how your solution solves their problems, quickly and effectively. In today’s competitive B2B landscape, creating content that not only attracts attention but also drives conversions is more critical than ever. In this episode of Revenue Boost: A Marketing Podcast, titled, B2B Content That Converts: Building Trust and Differentiation in a Crowded Market, I sit down with Alexis Trammell, Chief Growth Officer at Stratabeat, to explore how B2B brands can rise above the noise and turn their content into a powerful revenue driver. We dive into the strategies that B2B leaders need to build trust, differentiate their brands, and align their teams for long-term success. From understanding the emotional needs of B2B buyers to leveraging middle- and bottom-funnel content for deeper engagement, Alexis shares actionable insights to help your brand stand out and win more deals. Key takeaways from this episode: Define What Makes You Different: Learn why clear differentiation is the cornerstone of a winning content strategy and how to align your team around a unified message. Move Beyond Top-of-Funnel Content: Discover the importance of mid- and bottom-funnel strategies that address buyer pain points and drive conversions. Use AI Strategically: Understand how to integrate AI as a tool—not a crutch—to enhance content creation without losing the human touch. Build Emotional Connections: Find out how emotion mapping can tap into what truly motivates your buyers, helping you create content that resonates and drives action. Optimize for Trust and Clarity: Learn how to refine your CTAs, messaging, and website experience to build credibility and guide buyers through the sales journey. Whether you're struggling to connect with your target audience, looking to boost your SEO and CRO efforts, or simply want to improve your content’s effectiveness, this episode is packed with actionable strategies to help your business grow."
“B2B buyers are human beings with real emotions. Whether we like it or not, people make decisions based on emotion first and justify them later with facts. Your content needs to address their pain points, tap into their aspirations, and clearly show how your solution solves their problems quickly and effectively.” That's a quote from Alexis Trammell, CGO at Stratabeat and a sneak peek at today's episode.
Hi there. I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast where we discuss smart strategies that drive revenue growth for all businesses.
In this episode, “B2B Content That Converts Building Trust and Differentiation in a Crowded Market”, I'm joined by Alexis Trammell, Chief Growth Officer at Stratabeat. Alexis and I discuss how to compete against AI-powered search results and how to craft B2B content that builds trust, drives engagement, and conversions. We also cover the importance of clear differentiation, the impact of mid and bottom funnel content, and how to align your team around messaging that resonates with buyers.
So whether you're navigating the challenges of AI or striving to create content that cuts through the noise, this episode is packed with actionable strategies to help turn your website traffic into revenue growth. Let's go!
Kerry Curran, RBMA (00:01.122):
Welcome, Alexis! Please introduce yourself and tell us all about your background and expertise.
Alexis Trammell, Stratabeat (00:07.526):
Great, thank you so much, Kerry, for having me on. My name is Alexis Trammell, and I’m the Chief Growth Officer at Stratabeat. We’re an SEO, content marketing, and CRO agency that offers services like brand strategy, conversion rate optimization, content development, and much more. I’ve been with Stratabeat for a little over six years now, and I’ve been in the content marketing space for over a decade. My background includes video production and advertising, but now I focus on organic strategies. I help grow Stratabeat while working with some amazing clients in the technology and SaaS sectors, as well as in med-tech, green-tech, and B2B manufacturing.
Kerry Curran, RBMA (01:02.83):
Excellent. Alexis, you and I have had the opportunity to work together many times during your six years at Stratabeat, so I’m excited to have you here today. I know in your role, you frequently speak with executives like CMOs, CEOs, and CFOs. What challenges do you typically hear from them in your conversations or discovery calls?
Alexis Trammell, Stratabeat (01:29.948):
Sure. What I often see is that CMOs or marketing executives come to us with very transactional requests. They’ll say, “We need a new website,” or “We need more website traffic.” When we ask, “What problem are you trying to solve with this service?” they often struggle to articulate it. In most cases, the underlying need is the same—they need more leads, more deals, and they want their website and organic traffic to drive that growth.
When we begin a discovery process with a client, one of the first things we focus on is their messaging and differentiators. You can hire an SEO agency to optimize your site, but if your site doesn’t clearly communicate your unique value or differentiate you from competitors—especially if you’re charging premium prices—SEO won’t solve your problem. Traffic alone doesn’t equal new deals. That’s why we work to understand a company’s key messaging and differentiation by involving the entire executive team, sales team, and even their customers. Without alignment on what makes a company unique and valuable, it’s impossible to achieve meaningful results.
Kerry Curran, RBMA (03:51.268):
That’s such an important point—especially about differentiation and positioning. CMOs are constantly under pressure to do more with less, and they face challenges convincing executives to invest in foundational marketing strategies. On top of that, as you mentioned, AI is a common topic now. What are your thoughts on AI as a differentiator in the B2B space?
Alexis Trammell, Stratabeat (04:21.308):
AI is a hot topic, but it’s often misunderstood. Many companies see AI as a differentiator or a magic solution, but it’s really just a tool. For example, in the tech space, companies might push AI as a feature of their products, while marketers use generative AI platforms to create content. However, generative AI is limited—it can help with top-of-funnel content, but it doesn’t understand your specific differentiators, customer pain points, or market nuances. AI-generated content can’t replace human insights or originality, which are crucial for middle and bottom-of-funnel strategies.
A common challenge we see is companies losing organic traffic because they’ve relied too heavily on AI-generated content or haven’t adapted their strategies to account for AI overviews dominating search results. To counter this, we focus on helping clients build out strong middle and bottom-of-funnel content, optimize their CTAs, and ensure their messaging is clear and compelling. These human-led efforts are what truly drive conversions and differentiate brands in competitive markets.
Kerry Curran, RBMA (06:54.14):
That’s a great perspective. It’s not about having AI, but how you’re using it to add value. Can you share more about how Stratabeat approaches creating content that leverages a company’s true differentiators and drives conversions?
Alexis Trammell, Stratabeat (07:51.884):
Everything starts with messaging—it’s the foundation. We ensure that a company’s key differentiators and positioning are clearly articulated and understood by the entire team, from executives to customer success and sales. Once we align on messaging, we integrate it into all content, from product pages and blogs to CTAs and help center articles.
For instance, if a company is competing in a crowded market and their only stated differentiator is AI, we challenge them to go deeper. AI is just a tool; it’s not a compelling value proposition on its own. We build content strategies that highlight what truly sets the company apart, combining behavioral analytics, CRO, and human insights to ensure the website is optimized for conversions before scaling traffic. This human-centered approach ensures that every piece of content resonates with prospects and drives meaningful engagement.
Kerry Curran, RBMA (12:04.998):
I love that focus on weaving differentiation throughout all content. It ensures that B2B buyers—who are often in control of the sales process—find the right information during their research phase. Do you have any final recommendations for executives or marketers trying to achieve this level of clarity and alignment?
Alexis Trammell, Stratabeat (22:57.68):
My top recommendation is to start with alignment. Executives, marketing, and sales teams need to align on messaging, differentiation, and goals. Too many companies chase shiny objects or pump out generic AI content without considering how to stand out. Instead, figure out where you can truly win. Narrow your focus, define your differentiators, and ensure your messaging is integrated into every touchpoint.
And remember, don’t just optimize where you are today—optimize where you want to be. Find a marketing agency that can help you build a strategy rooted in your strengths and goals. It’s not about more traffic; it’s about the right traffic that converts into meaningful business outcomes.
Kerry Curran, RBMA (25:07.182):
That’s fantastic advice, Alexis. Thank you so much for your time and insights today. How can people connect with you?
Alexis Trammell, Stratabeat (25:17.754):
I’m very active on LinkedIn—just search for Alexis Trammell. You can also follow Stratabeat on LinkedIn or visit our website at stratabeat.com.
Kerry Curran, RBMA (25:27.918):
Wonderful! Thank you, Alexis, for joining us and sharing so much valuable insight today.
Alexis Trammell, Stratabeat (25:36.932):
Thank you so much, Kerry. It’s always a pleasure to chat with you!
I hope you found this episode of Revenue Boost: A Marketing Podcast as valuable as I did. Alexis's insights on differentiation and unique content strategies can really make a difference for all brands. If this was helpful, be sure to subscribe to Revenue Boost: A Marketing Podcast for more. Connect with me, Kerry Curran, at https://www.revenuebasedmarketing.com/ for previous episodes and to learn how I can help boost your wet revenue in 2025.
“B2B buyers are human beings with real emotions. Whether we like it or not, people make decisions based on emotion first and justify them later with facts. Your content needs to address their pain points, tap into their aspirations, and clearly show how your solution solves their problems quickly and effectively.” That's a quote from Alexis Trammell, CGO at Stratabeat and a sneak peek at today's episode.
Hi there. I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast where we discuss smart strategies that drive revenue growth for all businesses.
In this episode, “B2B Content That Converts Building Trust and Differentiation in a Crowded Market”, I'm joined by Alexis Trammell, Chief Growth Officer at Stratabeat. Alexis and I discuss how to compete against AI-powered search results and how to craft B2B content that builds trust, drives engagement, and conversions. We also cover the importance of clear differentiation, the impact of mid and bottom funnel content, and how to align your team around messaging that resonates with buyers.
So whether you're navigating the challenges of AI or striving to create content that cuts through the noise, this episode is packed with actionable strategies to help turn your website traffic into revenue growth. Let's go!
Kerry Curran, RBMA (00:01.122):
Welcome, Alexis! Please introduce yourself and tell us all about your background and expertise.
Alexis Trammell, Stratabeat (00:07.526):
Great, thank you so much, Kerry, for having me on. My name is Alexis Trammell, and I’m the Chief Growth Officer at Stratabeat. We’re an SEO, content marketing, and CRO agency that offers services like brand strategy, conversion rate optimization, content development, and much more. I’ve been with Stratabeat for a little over six years now, and I’ve been in the content marketing space for over a decade. My background includes video production and advertising, but now I focus on organic strategies. I help grow Stratabeat while working with some amazing clients in the technology and SaaS sectors, as well as in med-tech, green-tech, and B2B manufacturing.
Kerry Curran, RBMA (01:02.83):
Excellent. Alexis, you and I have had the opportunity to work together many times during your six years at Stratabeat, so I’m excited to have you here today. I know in your role, you frequently speak with executives like CMOs, CEOs, and CFOs. What challenges do you typically hear from them in your conversations or discovery calls?
Alexis Trammell, Stratabeat (01:29.948):
Sure. What I often see is that CMOs or marketing executives come to us with very transactional requests. They’ll say, “We need a new website,” or “We need more website traffic.” When we ask, “What problem are you trying to solve with this service?” they often struggle to articulate it. In most cases, the underlying need is the same—they need more leads, more deals, and they want their website and organic traffic to drive that growth.
When we begin a discovery process with a client, one of the first things we focus on is their messaging and differentiators. You can hire an SEO agency to optimize your site, but if your site doesn’t clearly communicate your unique value or differentiate you from competitors—especially if you’re charging premium prices—SEO won’t solve your problem. Traffic alone doesn’t equal new deals. That’s why we work to understand a company’s key messaging and differentiation by involving the entire executive team, sales team, and even their customers. Without alignment on what makes a company unique and valuable, it’s impossible to achieve meaningful results.
Kerry Curran, RBMA (03:51.268):
That’s such an important point—especially about differentiation and positioning. CMOs are constantly under pressure to do more with less, and they face challenges convincing executives to invest in foundational marketing strategies. On top of that, as you mentioned, AI is a common topic now. What are your thoughts on AI as a differentiator in the B2B space?
Alexis Trammell, Stratabeat (04:21.308):
AI is a hot topic, but it’s often misunderstood. Many companies see AI as a differentiator or a magic solution, but it’s really just a tool. For example, in the tech space, companies might push AI as a feature of their products, while marketers use generative AI platforms to create content. However, generative AI is limited—it can help with top-of-funnel content, but it doesn’t understand your specific differentiators, customer pain points, or market nuances. AI-generated content can’t replace human insights or originality, which are crucial for middle and bottom-of-funnel strategies.
A common challenge we see is companies losing organic traffic because they’ve relied too heavily on AI-generated content or haven’t adapted their strategies to account for AI overviews dominating search results. To counter this, we focus on helping clients build out strong middle and bottom-of-funnel content, optimize their CTAs, and ensure their messaging is clear and compelling. These human-led efforts are what truly drive conversions and differentiate brands in competitive markets.
Kerry Curran, RBMA (06:54.14):
That’s a great perspective. It’s not about having AI, but how you’re using it to add value. Can you share more about how Stratabeat approaches creating content that leverages a company’s true differentiators and drives conversions?
Alexis Trammell, Stratabeat (07:51.884):
Everything starts with messaging—it’s the foundation. We ensure that a company’s key differentiators and positioning are clearly articulated and understood by the entire team, from executives to customer success and sales. Once we align on messaging, we integrate it into all content, from product pages and blogs to CTAs and help center articles.
For instance, if a company is competing in a crowded market and their only stated differentiator is AI, we challenge them to go deeper. AI is just a tool; it’s not a compelling value proposition on its own. We build content strategies that highlight what truly sets the company apart, combining behavioral analytics, CRO, and human insights to ensure the website is optimized for conversions before scaling traffic. This human-centered approach ensures that every piece of content resonates with prospects and drives meaningful engagement.
Kerry Curran, RBMA (12:04.998):
I love that focus on weaving differentiation throughout all content. It ensures that B2B buyers—who are often in control of the sales process—find the right information during their research phase. Do you have any final recommendations for executives or marketers trying to achieve this level of clarity and alignment?
Alexis Trammell, Stratabeat (22:57.68):
My top recommendation is to start with alignment. Executives, marketing, and sales teams need to align on messaging, differentiation, and goals. Too many companies chase shiny objects or pump out generic AI content without considering how to stand out. Instead, figure out where you can truly win. Narrow your focus, define your differentiators, and ensure your messaging is integrated into every touchpoint.
And remember, don’t just optimize where you are today—optimize where you want to be. Find a marketing agency that can help you build a strategy rooted in your strengths and goals. It’s not about more traffic; it’s about the right traffic that converts into meaningful business outcomes.
Kerry Curran, RBMA (25:07.182):
That’s fantastic advice, Alexis. Thank you so much for your time and insights today. How can people connect with you?
Alexis Trammell, Stratabeat (25:17.754):
I’m very active on LinkedIn—just search for Alexis Trammell. You can also follow Stratabeat on LinkedIn or visit our website at stratabeat.com.
Kerry Curran, RBMA (25:27.918):
Wonderful! Thank you, Alexis, for joining us and sharing so much valuable insight today.
Alexis Trammell, Stratabeat (25:36.932):
Thank you so much, Kerry. It’s always a pleasure to chat with you!
I hope you found this episode of Revenue Boost: A Marketing Podcast as valuable as I did. Alexis's insights on differentiation and unique content strategies can really make a difference for all brands. If this was helpful, be sure to subscribe to Revenue Boost: A Marketing Podcast for more. Connect with me, Kerry Curran, at https://www.revenuebasedmarketing.com/ for previous episodes and to learn how I can help boost your wet revenue in 2025.