With content teams being asked to do more with less, how can marketers build a strategy aligning brand and revenue which actually leads to business outcomes? Today on Pipeline Brew, Matt is joined by Chloe Thompson, Director of Content Marketing at Visier, to discuss what it takes to build high-impact B2B content.
With content teams being asked to do more with less, how can marketers build a strategy aligning brand and revenue which actually leads to business outcomes? Today on Pipeline Brew, Matt is joined by Chloe Thompson, Director of Content Marketing at Visier, to discuss what it takes to build high-impact B2B content.
Chloe shares her journey from journalism to content marketing, her role in scaling Reward Gateway’s blog into a content engine that supported two private equity events, and how she leverages subject matter experts across the business. She breaks down what content should own, how to partner with demand gen, and why storytelling must align with business outcomes to be respected internally.
Chloe also discusses how content teams can move beyond vanity metrics, build influence with data, and embed themselves in go-to-market strategy. Whether you’re a solo content marketer, scaling a team, or trying to prove your impact in a revenue-driven world, this episode delivers practical frameworks and hard-won lessons for content that actually moves the needle.
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Guest Bio
Chloe Thompson is the Director of Content Marketing at Visier, a workforce intelligence platform. With over 15 years of experience turning editorial storytelling into a growth engine for brands, Chloe has a long background in HR tech with prior roles at Reward Gateway and Compt. A J-school grad turned marketer, she’s built and led global teams, launched research programs that generated millions in pipeline, and helped fuel a $1.4B acquisition.
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Guest Quotes
"When people first start out in their career, you should say yes to every opportunity that you get. I think being the first one to raise your hand in the room gives you a lot of visibility and a lot of opportunity, and I think that's also a lesson that you have to kind of turn on its head as you get more senior in your career and be the one to be able to say no to things strategically."
"I think that content fueled a lot of the things that we did at the organization, but of course it was also our product, our sales, the incredible 750+ people that I worked with across the different markets that really just created a differentiated brand and a vision for the company. But I think content played a really big part in terms of trying to elevate our internal subject matter experts and really making the case for being an ally for our HR audience."
"The subject matter experts that I've worked with in the past, they're so passionate about what they do. Like you find someone who loves what they do, who loves their job, that's passionate about it, they want to share their knowledge. They want to help, but it needs to be in a way that feels natural instead of feeling prescriptive and like it's another thing on their to-do list."
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Time Stamps
00:00 Episode start
01:15 Icebreaker
03:00 Chloe’s career journey and early lessons
07:30 Building the content function at Reward Gateway
10:30 Clarifying the line between content and demand
12:45 Content’s impact on a $1.4B acquisition
15:30 Strategic advice for new content marketers
17:15 Working with SMEs across the business
21:20 Content metrics that prove value
24:00 Connecting content to revenue and brand
28:00 Making the case for content at growing companies
33:00 What’s on Tap
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Links