What happens when you transform a “ticket-taker” content team into strategic partners that fuel both brand and demand? Amy Higgins, Director of Content Strategy at Cloudflare, has done just that.

In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader highly regarded for extensive experience building and developing top integrated marketing teams, including content, campaign, SEO, customer, community, influencer, and social.

At Cloudflare, she leads the content and video team, producing everything from thought leadership blogs to Cloudflare TV, and driving 180+ content assets per quarter.

In this episode, Amy shares:

• How she restructured Cloudflare’s content team from a reactive service desk into pods that operate like mini marketing teams
• Why proprietary data and research reports are her favorite content assets for repurposing and how a single survey fuels over 200 assets across channels and regions
• The lessons she learned from a vertical marketing campaign that generated sky-high MQLs but flat SQLs (and how sales enablement fixed it)
• Why “content by committee” kills performance and the bold move that quadrupled results
• Her strong stance on AI in marketing: why it should never touch thought leadership, but how it can help with derivative content
• ...and so much more!

Whether you’re building a content team from scratch, figuring out the right in-house/agency mix, or looking for smarter ways to repurpose content at scale, Amy’s insights will help you with your B2B content marketing strategy.

Important Links & Mentions

• Amy Higgins on LinkedIn https://www.linkedin.com/in/amywhiggins/
• Cloudflare: https://www.cloudflare.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

What if your marketing team could do everything on their pipeline, without sacrificing quality? That’s exactly what Kostas Zachoudanis, Director of Marketing, is building at Ultimate Group – he’s leading an AI-first, insight-led marketing operation for six global events.

In this episode, he shares how he connects marketing and content into one powerhouse function, repurposes event content into high-value assets, and leads a team that blends speed, authority, and the human touch.

Kostas oversees a team of eight marketers plus the conference content team. With 16 years’ experience in global events and B2B marketing, he’s led teams across Asia, UAE, Africa, Latin America, and Europe - and has pioneered approaches to content strategy, in-house capability building, and AI adoption that accelerate results without losing creativity.

Find out:

• Why benefit-led, insight-rich content builds authority faster than slogans
• How to turn events into a year-round content engine
• How to break down silos between events, media, and marketing
• Why he treats AI as another member of the team
• The moment a team member told him, “AI makes me feel redundant” - and how he responded
• Why over-reliance on AI can be as dangerous as ignoring it
• The safeguards he uses to avoid AI copyright and IP pitfalls

Important Links & Mentions

• Kostas Zachoudanis on LinkedIn https://www.linkedin.com/in/konstantinos-zachoudanis/
• Ultimate Group on LinkedIn https://www.linkedin.com/company/theultimategroup/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

What happens when your marketing is so effective, the sales team begs you to slow down the leads? Jason Widup knows, because it happened to him. In this episode, he breaks down how he built a high-performing marketing team at a $70M ARR company, pioneered incentivized LinkedIn ads, and created a content-first approach that earns trust before any conversations begin.

Jason Widup is the Senior Vice President of Marketing at Pixis, a well-funded AI startup in the adtech space, leading global strategy across growth, product marketing, operations, and experiences. With over two decades of experience driving growth for B2B technology companies like Tableau, Getty Images, AT&T and Microsoft, Jason has built and scaled successful go-to-market programs through a combination of deep operational expertise and highly-creative marketing strategies.

Find out:

• Why content is the first thing your buyers buy, with their time
• The story behind Jason’s incentivized demo ad campaign that overwhelmed sales
• How he built an entire marketing team from the ground up at Pixis
• Why his content playbook centers around video interviews and conversations
• What Jason refuses to use AI for (and why creativity still wins)
• The conversation he had to have with his CFO before joining Pixis

Important Links & Mentions

• Jason Widup on LinkedIn: https://www.linkedin.com/in/jasonwidup/
• Pixis: https://pixis.ai/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/