The best thing about humanizing your content, says content strategist Liz Murphy, is that there's no learning curve: You don't have to learn how to be human.

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"Good news, if you're listening to this podcast, unless you are our prevalent Skynet AI overlords, you are already a human being," jokes Liz in Episode 544 of Marketing Smarts. "Congratulations, you did it, you have your human card, you're already there!"

However, most of us overcorrect, to the point of stiff formality and tired catchphrases.

"We go into work and we hang up our human hat and become marketers who talk about marketing and use the phrase 'you may want to consider' and beat it within an inch of its life," says Liz. "Just do the thing that you naturally do. What most people do is they shift away from their defaults with content, they override the default mechanism."

Actionably improving your humanity in B2B content involves paying attention to your language, says Liz. Are you writing for a human being or to make the stakeholders happy?

"What I would encourage you to do as a tactical first step is to take a look and see whether or not you're even paying attention to how you're saying something," she advises.

And don't be afraid to stand out.

Listen to the entire show from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

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Full Transcript: The Importance of Being Human in Your B2B Content

George B. Thomas: Today we're going to be über ultra human because we're talking about the importance of being human in your B2B content. I'm doubly excited because we get to speak with Liz Murphy today. We're going to talk about what keeps her up at night, success along the way, the hurdles to watch out for, and so much more. There's a lot of movie references.

Liz is a business content strategist and brand messaging therapist for growth-oriented, purpose-driven companies, organizations, entrepreneurs, and industry visionaries. With close to a decade of experience across a wide range of often heavily regulated industries—healthcare and medical devices, SaaS marketing, government contracting, ad tech, law enforcement, rev ops, insurance, enterprise technology solutions, recruiting, and others—Liz is the complex problem solver business leaders call to address nuanced challenges in brand messaging and voice, content strategy, content operations, and brand storytelling that sells.

Prior to founding her independent consulting firm Buona Volpe, Liz served as the head of brand and content at BS+Co, as well as editor in chief of the publishing division of IMPACT, an elite HubSpot partner agency. She is a highly sought after keynote speaker. Her book Your Voice Isn't Lost will be published in 2023 by Lofthouse Publishing.

Let's tune into Liz Murphy and the conversation around the importance of being human in your B2B content. Let's get into the good stuff. Make sure you buckle up, make sure you have your human card out and ready to apply to what we are actually talking about today. I'm super excited, we're going to talk about something that is very important, which is why we put it in the title, the importance of being human in your B2B marketing content. Of course, you heard the bio for Liz, it was amazing, and she is as well.

Liz, how are you doing today?

Liz Murphy: I'm doing amazingly well. Not only do I get to spend some time today talking about content and the humans, which are two of my favorite topics, especially when you squish them together, I get to spend more time with you, George, my bud, my pal, my partner in Hub Hero and Inbound Crime, for MarketingProfs, one of the coolest organizations out there putting out incredible B2B marketing educational content.

George: They do an amazing job with content. Of course, we love helping them create the content with this podcast. Here's the thing. Being human can kind of be a squishy-feely thing sometimes, especially when you start to marry that with content. I always like to start before we dive into the deep end of the pool with a question that historically has given us some really interesting answers. What keeps Liz Murphy up at night pertaining to B2B marketers and their content creation strategies or processes or lack thereof?

Liz: Oh my gosh. I'm really resisting the urge right now to reach for a metaphorical spreadsheet and say what's my grievance with all of you today, let's talk about it. In reality, I think there are really two things keeping me up at night right now.

One, I'm still seeing, even though we have literally an entire industry built around content marketing, content is in the title, we still have not accepted together as a content marketing family, no matter what your role is, that it's okay that content hurts sometimes. It's not hurting because you're a failure, it's hurting because it's part of the process, which is true whenever you're creating anything. Whenever you're taking a raw abstract idea and creating something from nothing, the act of creation is a challenge.

That's something that keeps me up at night, especially as AI becomes more prevalent and removes more barriers, at least perceptively, from the content creation machine. It seems like there is a lower barrier to entry to get there, and I just worry that folks are going to find more ways to sidestep the "pain" instead of leaning into bigger questions, which kind of gets us to the heart of what we're going to be talking about today.

What do I really have to say? What do we really stand for? If we get really clear on who we're serving and why, what is it that they really need from us right now in this moment, human-to-human? I think that's the big thing for me.

George: I love this so much. I even love the idea of pain, not in a weird way, but just the idea of should we be thinking about that painful process as being the actual good stuff, and that human element that makes us different, that makes us special. We'll keep digging into this.

I want to shoot very straight with the listeners. If you think about the term human, it could be ooey-gooey sticky, I don't really even understand what that means. We have to cross that bridge. When we talk about being human in our content, what the heck do we really mean?

Liz: Not to be a walking content marketing buddha that's like the answer you think is within you, the reality is the fact that we even have to answer the question speaks to what the problem is.

George: Yes.

Liz: We are literally already human beings. We are already human beings walking around and talking and being conversational, doing the thing, the stuff, and the connecting. The way I like to describe this is when I used to go out to brunch every single weekend because it was a religion living in Washington DC, I would show up and I would always make sure that one of my friends would get a table that was near a window so that I could see what they looked like and how they were feeling before I actually got to them.

[Names changed for the sake of anonymity.] Is Kelly already three mimosas deep, head in her hands? Clearly, Kevin did something wrong. I'm going to have to roll up appropriately, show up as a human who is empathetic, listening, still throwing in inappropriate Godfather references, but Liz is going to Liz. Or is she happy and boisterous, which means we're ready to party?

Why is Liz talking about brunch? Why is Liz revisiting the mimosa-soaked memories of yore? Because it's like we go into work and we hang up our human hat and become marketers who talk about marketing and use the phrase "you may want to consider," and beat it within an inch of its life. What do I mean to be human in content? Just do the thing that you naturally do. What most people do is they shift away from their defaults with content, they override the default mechanism.

George: I want to go off the beaten path for a second. I think it's interesting that we bring this up, but it leads my brain to ask the question, why do you think we live in a world that when we hit work as a B2B, B2C, any type of marketer—because this is not B2B specific even though this is a B2B podcast—why does that happen? Why do we flip a switch, why do we find it difficult to just be ourselves in the content creation process?

Liz: I'll be perfectly honest. This is a question that could easily become existential. It's not necessarily just marketing. It is everything. We wake up every day wanting to make sure as humans we don't get kicked out of the tribe. When we were cavemen, what did we want to do? Stay with the tribe so we don't get kicked out and become a T-Rex snack. We don't want those things. We are naturally programmed to find a tribe, to conform, and to be part of the pack, to play our part.

This is something I've seen throughout my career, I've been doing this work actually a decade this year, and I have run across countless people where I would ask them basic questions. I was just a little content manager who was told I have to write a blog article about this thing and go interview this person, and sometimes it was a CEO, sometimes it was an SME, sometimes it was a VP, people who had decades' worth of experience in their field, in their discipline. The moment I would ask them a basic question like, "What is your opinion on so-and-so," they would recite something off the website. In my head, I didn't say this because I didn't want the agency to get fired, I'm like if I had just wanted website copy, I would have gone to the website, I would not have wasted half an hour being here.

Getting back to your question, I think the reality is that we are fearful of standing out. We are afraid to stand out and shine with our big and true opinions. Why does this hurt? This hurts because we say and believe and want to stand out, but when we get to those moments where we get to do it, somebody hedges, somebody pulls back, somebody says, "What are the Joneses doing? What are our competitors doing? Do we have any 'best-practices' that we can follow?" If some people want to be more explicit, "Who can we rip off and duplicate that seems to be doing pretty okay?" Good job, guys, you're basically wallpaper, you're basically invisible, you're completely defeating the purpose.

George: At some point, you have to ask yourself if looking at your competitor is keeping you down or keeping you dumb, or both. I love this idea that you actually said this, shine and stand out. I think we need to go in that direction, get this cart back on the road, if you will. When it comes to shining, when it comes to standing out, the question is why is bringing humanity, that shining and standing out portion, that being you, that getting past the fear, why is bringing humanity into your content, specifically B2B content for the folks listening, so important to B2B marketers moving forward? To me, it feels like a you need to do this now type of thing. Why is that?

Liz: Spoiler alert, I may get emotional giving this answer. I asked myself earlier this week a deep question that originally I thought was just a pithy fun question, I might make a piece of content about that and then put it in the brains of my audience and then make them have a freak out. No. It was apparently a question that I was asking myself. The question was very simple. Do you want to shine or do you want to belong? It just weaseled its way into my gut and sat there and then blossomed. It was an interesting evening. I drank a lot of tea and I had a nice little blanket around myself.

Why are we talking about this? I've been asking myself now for about six months, my business is about eight months old, why am I doing this work? To help purpose-driven businesses do this and do that. No, it's deeper than that. I know it's deeper than that. Otherwise, I get bored. I'm not just someone you can give a task and I'll be a worker bee. If I don't understand the why and I don't connect to it, guess what? It's never going to happen. It's just not.

I started thinking about what do I teach people every day. Fundamentally, your buyers want to be seen, heard, and understood. They want you to know everything about them. They want to feel a sigh of relief because finally they have shown up on your digital doorstep and they don't have to explain or over-explain themselves.

I think we've all been in relationships where it's like, I can't solve a conflict with this guy to save my life because just trying to explain the one basic core feeling that I'm feeling is the precipice of the actual issue, it's a challenge, we will be here for an hour. But we want to create those moments of being seen, we want to shine a light on them. That's what they want. They want someone to look across the room and go, "You," like it's Patrick Swayze in Dirty Dancing.

Here's where the concept of shining is so important. This is where I get emotional. They have to be able to see you, too. This isn't just about shining a spotlight on them. Let's say I have a little lightbulb above my head and it's turned off, and you have a little lightbulb above your head and it's turned off. Mine is red and yours is also red, but I can't tell that unless you have yours turned on. I can't tell that we belong to the same tribe.

I think I told you this analogy earlier. Imagine we have a giant football stadium. We shove 1,000 people onto the field. There are four different colors of lightbulbs on top of everybody's head. They either have red, blue, green, or purple. An announcer comes on and says, "We have four perfectly matched groups here. Go find yourselves and build something amazing together, go have fun." If those lights are turned off, you will just glom onto the people who are closest to you and start conforming to things that have nothing to do with you, nothing that you ever wanted to be a part of. If those lights are turned on, you find each other easily, boom, we're all in the belonging pods that we desperately want.

That is a passion for me because I grew up trying to fit in like I was some sort of puzzle piece, just jamming myself into spaces where I didn't fit. What happens when we don't shine? What happens when you and I decide that we are going to choose belonging over shining? One day, we're going to look in the mirror and feel hollow and say, "The problem is me."

George: So good. There are so many things I want to pull out of that. First of all, if you're listening to this, I would have you ask yourself, "Why am I a B2B marketer? Is it because I'm passionate or because I need to get paid?" There's a difference that you'll show up to shine.

The other thing that my brain goes to is the idea of the different colored lightbulbs. I love that. If we equate that to business, it's that you're a purple lightbulb and you've actually attracted all other red lightbulbs, that's why your leads are not qualified leads, because you're not connecting with the tribe that you're actually supposed to.

Then you said something, and I was like that's a thing we have to talk about. I would say B2B marketers, Marketing Smarts listeners, are you jamming your content into spaces where it doesn't belong? Oh my gosh. You might need to think about that one for a second.

Let's continue down this journey and give people some things to think about on the importance of being human in their B2B content. I like to be tactical. You know this about me. How can B2B marketers start to inject human elements into their content efforts?

Liz: It's going to sound in some ways a bit simpler than you think it is. Going back to the start of this conversation, the problem isn't that you need to learn how to be human. Good news, if you're listening to this podcast, unless you are our prevalent Skynet AI overlords, you are already a human being. Congratulations, you did it, you have your human card, you're already there.

What I would encourage you to do first is go back and read your content and ask yourself whether or not the language is on autopilot. Did you feel like you're just writing the words but there's not really any soul behind it? There are these two pillars of content strategy documents that people often either miss or don't realize you need either or both of them. That's a messaging strategy and a style guide. That's independent of your content strategy, which is like, this is the stuff we're going to be writing about.

Your messaging strategy is the what of what you say. Then there's the wrapper, then there's your style, it's how you say it. Getting into what messaging strategies are and style guides are, that's a whole different tactical conversation. What I would encourage you to do as a tactical first step is to take a look and see whether or not you're even paying attention to how you're saying something.

Another thing I would suggest as well is instead of starting your strategic conversations about what needs to be in a piece of content, I'll tell you the exercise I take every one of my clients through. Whether we're talking about a blog article, a website page, even a podcast, you can literally do this with anything.

I'll say, "Who are you talking to?" They'll usually tell me something like it's CEO Susie and she likes golf magazines. That's fantastic. Why is she here? Pretend she is sitting in front of you, pretend she hasn't said a word to you. I want you to imagine the actual human being is sitting across a table from you. You've met her 1,000 times, you have sales calls with her all the time. That's why I brought up the story of brunch.

What does she look like? Is she happy, is she sad, does she look stressed? Is she proactive, is she reactive? Is she coming to you with a goal? Let's say she's a VP of marketing. Is she coming to you with a goal saying I want to get more leads? What is she not telling you? I would also desperately love to keep my job and not have sales constantly tell me that my leads suck and leadership constantly question the value of my work.

That's where we start peeling back the human layers. Once you understand who you're speaking to, not just in the 2D of a buyer persona, which is valuable, that's your compass, but that is only the beginning of the human story that you need to be telling in every single piece of content you can create.

George: Whoa, I need a fire extinguisher, I'm just saying. We have to put that out for a second, or we have to flame it up and keep going. I love so much about this of really understanding them, really listening, really knowing. I go back to your mimosa story, it was context to where they're at in life, empathy, and where I maybe need to help them get to. When we think about that in content and everything we're sowing here, you can really get to some magical places.

Liz: One thing I want to point out before we go on, and I don't think I did a great job of explicitly stating this, is the importance of the mimosa story, other than the fact that mimosas are amazing and we love them, and Kevin was a putz and Kelly deserved better. The importance was before I opened my mouth to speak, I observed.

George: That immediately makes me think of observing and how do you observe in a digital space, having something that is a voice of customer. I keep bringing this back up when it hits, but we did a dope episode with Nate Brown, so definitely make sure you check that out on voice of customer, being able to observe and listen, and then actually move on to things around creation.

You know marketers are always looking for a good tip, trick, or hack. When you think about this, are there any human content tips, tricks, hacks that you leverage for your own brand or for your clients' brands above and beyond what you shared in the last question that I asked?

Liz: Absolutely, a couple of other things that I like to do. This is something I do myself. Is that what I'm really trying to say? I ask myself that question all the time. When I write a headline for something, is that what I'm really trying to say?

Does that even make sense? One of my favorite jokes is, "What is a camel? It's a horse made by a committee." Most headlines and content pieces I see from a lot of companies, you can see the CEO wanted that, the VP wanted that, so-and-so wanted that, that word is there to please that constituent in that department. You just end up with camels. We have camels running rampant. No offense to camels. They're adorable, they're kind of hilarious and they walk through deserts. But are you saying actual human words?

Honestly, the tactical stuff at the beginning is really basic. Take a look at your website and ask yourself did you write something so a stakeholder would sign off on it, or did you write something to connect with a human. Those are two very different goals. Sometimes you have to be willing to go bat with stakeholders for copy or content and say, "I understand that's what you like, but is that a preference or based in fact?" That's number one.

Number two, be yourself. I know that's very Mr. Rogers high level. I've had people say to me, "Liz, you get away with a lot. You can just do that." On my website, my CTA primary button is called "Take the Cannoli." There's no "let's start a conversation." It's take the cannoli. I am brash, I am loud, I am 6-feet tall, I like to mask the fact that I have volume control issues by saying I'm really good at projecting. I've also stood on stages and talked about my cat, Nicholas Cage, my obsession with Han Solo and how he has been my boyfriend since I was 6 years old. I also cater to business owners of multimillion dollar companies, and guess what? They take me seriously because even though I show up at 11 because that's where the default of my dial goes, I still show up answering the questions with laser precision.

I always ask myself, any piece of content I create, "Is this story meaningful? Is this a little bit of personality confetti to keep things light? Am I giving them what they want?" What they want, what they told me they want, and also what I know they need. Stop using it as an excuse. Stop pointing to people and saying, "Oh, it's just because it's her." I did this the first time I stepped out on stage. I did this in the first piece of content I ever wrote.

I'll tell you, though, it still hurts. You're still going to have moments where you're like, "Oh my god, do I click the button?" Yes, Susan, click the button. It will be fine. Publish it.

George: I don't know how many of the listeners are going to get what I'm about to throw down. When you were talking about that, I was like, she ate my older self. The M&M movie where he just throws every piece of garbage out and then there's nothing anybody can use against him. It's really just knowing your strengths and weaknesses and just rolling with it. I love that so much.

Liz: There's one other piece to that that I want to throw in there. I think we're forgetting that the people in the audience are humans, too. George, you and I were talking earlier today, and I threw a thought out there that I think is actually relevant here.

You are not a toxic ball of contradictions. You are a whole ass human. All of the weird little parts that you think don't squish together, squish together just beautifully in divine alchemic harmony to make you a whole ass human. Guess what? Every person in the audience is the same thing. Even though they all are wearing suits and looking like whatever, I guarantee some of them also have a weird affinity for Fast and Furious movies like you and I do.

George: Let's go.

Liz: That's right. May 19th is almost here, I'm so excited.

We all have these things. I have friends where it's like, I take you seriously, you are a very tall man, prominently in a marketing department, and I also know you watch Love is Blind and you've admitted it's not just because your wife makes you watch it. We're all weird. We're all humans. Did COVID teach us nothing? We're stronger when we commune, when we connect. Who wants to be sterile anymore? I'm exhausted.

George: I think you kind of started to bump up against this question, but it still needs to be asked. What are the hurdles that you've seen most B2B marketers face along the way when trying to add this level of humanity or human-focused content to their mix of messaging?

Liz: There are a myriad of challenges that we all experience because it's the creative process. It's part of the process, it's art. Right? I'd say the big one is this. People try to play with ideas and refine them at the same time, and that is a two-step process and you have to firewall it.

There's this great book by John Cleese from Monty Python called Creativity. It was given to me as a gift by Chris Duprey, the COO of IMPACT, for my birthday a few years ago. I read it in an afternoon, it's super short. I highly recommend people read it. He talks about the fact that as we grow older and become adults, we forget the concept of play. Play is really important because play is where we create ideas. He has this quote that is very visual. He says in the play space, you have to remember something. In this book, he says new ideas are a lot like small animals, they are easily smothered, so you have to be really careful not to kill those ideas before you have a chance to play with them. If we want to use a less British idea, think about the guy at the club asking every chick for her number. Is he looking to get every number? No. He just has to be right once.

When it comes to your content, it's about the at-bats. When it comes to finding that gem, that diamond of an idea, it's about the at-bats that you have in the play phase. If you are constantly killing every idea that comes out of your mind, dead upon arrival because so-and-so won't like it, they might, you'll be surprised. That's stupid, everyone will think it's stupid—they won't, it's fine. We all do dumb things, though, so if it is stupid, don't worry about it. We find reasons in this ideation stage to just talk ourselves out of anything that has any chance of breathing life into our content.

George: Just in case the Marketing Smarts listeners are curious, what are the book details that you mentioned?

Liz: It is a fantastic book, John Cleese's Creativity. It is a book I received as a gift a few years ago for my birthday from Chris Duprey at IMPACT.

George: Awesome. Definitely check that book out. I think that's a good action item. We're asking them to do this thing, kind of teasing along the way the importance of being human in your B2B content. They're going to have to answer to somebody when they jump past the fear and start to lean into the empathetic paying-attention type of content. How the heck can you measure success? This might sound strange, but how do you know if your content is truly "human"?

Liz: You know. I'm sorry. This is that moment when you look in the mirror in the bathroom and your spouse is like, "Did you clean the thing?" You're like, "Yeah, I totally did," but you definitely didn't scrub under the stove, you know you half assed it. That moment when you look in the mirror and you're like, "Did I whole ass human this or did I half ass human this?" You know.

You know when you gave up on a piece of content. You know when you gave up fighting for the thing that you thought was right, or you didn't work toward a compromise that would be more human. You know when you phone it in. You know.

Guess what? If you lie to yourself and pretend that you didn't, you're always going to wonder, you're always going to have this feeling. The content is performing, but you're always going to look at everybody else and go, "Look at that moxie. Look at that zing." Be honest with yourself, you're only thinking that's a great idea because someone else did it. If somebody had pitched it at a meeting at your company, would you have said yes to it because nobody else had done it yet?

George: I'm so glad that you didn't jump into the metrics. If it gets over 982 visits and people actually leave comments on it, you've reached it. I'm so glad that it was an inner conversation. I think a more important conversation, to be honest with you. You're the indicator of success of this.

Liz: Here's the thing. When you think about how you measure the success of content, that's down to your strategy, that's down to what are the topics, are you creating the right content. We've been talking about come see the softer side of content. That's what we've been talking about today, right? But I've also stood on a stage with a giant banner behind me that says, "I like content that makes money," and I think we should be able to say that out loud.

I am a huge proponent of there needs to be a business case for every single piece of content that exists, there needs to be a direct tie to the strategy, to the revenue that you're trying to build for your company. I have done lots of talks and created resources about how you measure ROI to the dollar for your content. However, the human conversation is a bit of a different element. The what of your strategy is what is going to satisfy whether or not you're hitting the mark from an ROI perspective.

But if we're talking about the difference between good to great, if we're talking about checking the box versus we're never going to be like them, that's because they're doing the human work. That's untold sums of money. The reason why you can't quantify it is because you have no idea how much money you have let walk out the door to somebody else.

George: I have to get that fire extinguisher back out again. Liz, the way that I always end the Marketing Smarts Podcast, because we're all on a journey, we're all trying to figure this thing out, we all learn lessons along the way, and with those lessons we start to gain this very important wisdom. When you think about all of what we've talked about today, what are some words of wisdom that you want to leave the Marketing Smarts audience with around this topic or anything in general? Life, content, I'm leaving it completely up to you. What are your final words of wisdom?

Liz: I'm going to quote a dear friend of mine, Natalie Frank, the chief evangelist at Honeybook. She is coming out with her new book Gutsy soon. One of my favorite things that she has always said to me, because she lives close by and we get coffee, is do it scared. Do it scared. I do have a story to go along with that.

I think sometimes we assume that when masterpieces are created, from the moment they are conceived, that moment of divine inception of the creative idea, that it is immediately recognized by all parties as already being a masterpiece. That rarely is the case. Usually, masterpieces as they are being created are accompanied by a Greek chorus of doom and gloom rhetoric. A perfect example of that is actually The Godfather. Oh my gosh, The Godfather and The Godfather Part II, please have me on if you ever have a themed podcast around that. That is one of my love languages.

The reason why I bring that up is because I don't think most people know that everybody thought it was going to be a disaster. They thought Francis Ford Coppola was the exact wrong choice for director. There was someone at Paramount who would sabotage something called the dailies, which is when film would come in from set and be reviewed by the studio. They would sabotage it to be like, "Look, Francis is terrible at it."

They didn't want Marlon Brando as Vito Corleone because they thought he was washed up. Al Pacino was some short nobody New York City stage actor, and they were like, "We don't want him." The studio at one point actually also wanted to take the movie, which is set in New York and Italy around World War II, and move it up to "present day," the '70s, in Kansas City, Missouri.

They were doing everything to sabotage this movie. They were convinced it was going to be a complete failure. On top of that, Robert Evans, who was running the studio at the time, had never run a studio before. He had a one-hit wonder with Love Story, which was based off a book, and he's like, "I guess that's how we make movies. Let's go get this book The Godfather." Everybody thought it was going to be a trainwreck. Everybody was telling everybody we have to recast it, we have to get rid of Francis, we have to do this and that.

It wasn't until it finally came out that everybody was like, "Magic," and immediately greenlit Godfather Part II. Then shot Godfather Part III in the foot by not being willing to pay Robert Duvall the five million that he wanted, so that's why they killed off Tom Hagan. But thank God we had Andy Garcia in the red silk robe. That's for my lady listeners out there.

George: Marketing Smarts listeners, did you take lots of notes? I have to ask, what is your one thing, your number one execution opportunity after this podcast episode? Make sure you reach out and let us know in my inbox or on Twitter using the hashtag #MPB2B.

I also have to ask are you a free member of the MarketingProfs community yet? If not, head over to You won't regret the additional B2B marketing education that you'll be adding to your life.

We'd like it if you could leave us a rating or review on your favorite podcast app, but we'd love it if you would share this episode with a coworker or friend. Until we meet in the next episode of the Marketing Smarts Podcast where we talk with Pam Didner about how to build a successful marketing go-to-market campaign plan, I hope you do just a couple of things. One, reach out and let us know what conversation you'd like to listen in on next. Two, focus on getting 1% better at your craft each and every day. Finally, remember to be a happy, helpful, humble B2B marketing human. We'll see you in the next episode of the Marketing Smarts Podcast.

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