Episode 220: Tech Companies as Thought Leaders with Carol Lin Vieira and Anne Szustek Talbot of BX3

Episode Summary

During this episode of Tech Qualified, we talk with Carol Lin Vieira, the VP of Corporate Marketing and Communications at BX3 and Anne Szustek Talbot, the VP of Content at BX3. Carol and Anne discuss how they both came to BX3, identify how the organization works with tech companies, pinpoint how companies can become thought leaders and outline the importance of repurposing content to build brand awareness.

Episode Highlights

  • Carol Lin Vieira and Anne Szustek Talbot walk us through their work history and how they landed at BX3.        
  • Carol and Anne discuss BX3’s ideal customer and how the organization helps them. 
  • What are some of the technical verticals BX3 focuses on?
  • What is thought leadership in the context of a tech company?    
  • Companies are emerging as thought leaders…it’s more than just at a personal level these days.
  • One of the best practices within journalism right now is telling stories.  
  • What kind of content helps establish a company as a thought leader company? 
  • Among many activities on the content side, BX3 interviews clients, records the interviews, and analyzes them to fuel the foundation for thought leadership material.
  • What guidance do you have for companies looking to create thought leadership content?    
  • Marketers struggle to create a lot of content and miss opportunities to repurposing content.  
  • How does BX3 (and their clients) ensure that content gets consumed in many ways and from many different places (repurposed)?   
  • How can you justify long-term content plays versus short-term lead generation activities?  
  • How should someone measure the success of thought leadership pieces? 
  • What resources are valuable for keeping up with B2B tech marketing?

Key Points

  1. BX3 has a capital arm, a legal arm, and a consulting arm…and each of those is spearheaded by experts in their field.    
  2. Customers are expecting brands to provide a wealth of useful information – beyond just their technology or service.  
  3. By generating content that highlights trends and is forward-thinking, you can demonstrate the relevance of your company.



Want to be a guest on the show?

Do you have a unique perspective on marketing for B2B technology? Perhaps you have something in mind that will add value to the tech marketers listening to our podcast? We’re always looking for guests who can provide valuable insights. Check out our guidelines and apply to be a guest. 

The Ultimate B2B Technology Content Marketing Framework

  • Struggling to identify the right content to produce?
  • Wondering how you can attract prospects with your content?
  • Looking to position your technology as an authority in your space?

Download our complete framework today and start using a proven content marketing strategy.

How to Use empathy maps in your content marketing

  • Wondering how to create relevant content for your audience?
  • Struggling to develop a process for generating content ideas?
  • Trying to determine what your customers care about?

Download our worksheet to unlock a deeper connection with your customers. Use our process to go beyond traditional personas and win over your customers.

create content along the customer journey

  • Wondering how to personalize content for your customers?
  • Struggling to determine the types of content to produce for customers who aren’t ready to buy yet?
  • Trying to understand the types of information customers are looking for when finding a solution?
Download our worksheet and start mapping out the content you have with the right stages in your customer’s journey.