Standard cold outreach is ignored. To stand out, use a humorous or cheeky opening line that grabs attention and starts a relationship, not just a sales process. A line like, 'Hey, Chris, you know, I was thinking about you last night,' can be far more effective than a generic value proposition.

Instead of cold calling, ask a target executive for a 10-minute interview for an article you're writing on an industry topic. This non-salesy approach grants access, positions you as an expert, and initiates a relationship on collaborative, not transactional, terms.

Instead of brainstorming, Sales Assembly's CRO Matt Green actively listens to recurring peer-group calls with AEs, BDRs, and sales leaders. He turns their real-world problems, frameworks, and successes into a constant stream of highly relevant social media content.

To uncover the "secretly-held beliefs" for their humor campaigns, Wiz's marketing team actively monitors niche online communities where their audience speaks freely. By identifying recurring pain points and in-jokes on Reddit, they source authentic insights that fuel a content strategy that deeply resonates with their target CISOs.

Instead of brainstorming topics from scratch, host live Q&A sessions with your audience. This provides direct value and goodwill, while simultaneously serving as a production day where audience questions and your detailed answers become the source for dozens of future content clips.

ClickUp treats social content creation like a TV show. On Mondays, a "writer's room" pitches and votes on ideas. Scripts are finalized Tuesday, followed by a check-in Wednesday. Every Thursday, they shoot a batch of 12-15 videos, ensuring a consistent and high-quality content pipeline.

To prevent creative stagnation, ClickUp's content team regularly brings external talent—like comedians or creators—into their ideation sessions. This "writer's room" approach injects fresh perspectives and helps "punch up" existing ideas, preventing the team from getting stuck in a creative rut.

ClickUp's Head of Social, Chris Cunningham, rejects any social post that doesn't make the audience feel an emotion, add value, or teach them something. This simple filter prevents the common B2B mistake of treating social media as just another channel for corporate announcements and ads.

Instead of only featuring industry celebrities on your B2B podcast, strategically interview your ideal customers. The insights and language they use can be repurposed into highly effective ad creative and sales collateral that resonates directly with other potential buyers, turning content into a direct sales tool.