Podcast Episode

Modern Day Marketer: Defining Your Company’s ROI Story and the ROI Story of Your Customer with Palmer Houchins of G2

Brett McGrath

August 4, 2023

Modern Day Marketer: Defining Your Company’s ROI Story and the ROI Story of Your Customer with Palmer Houchins of G2

We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.

Curation is more impactful than creation in B2B.

There were 1,768 new resources by B2B brands and creators that were published on The Juice last week. These resources are curated by brand, topic, and category to help consumers who are drowning in a sea of irrelevant content.

What about all of the resources that aren’t being curated?

Let’s just focus on MarTech for a second.

There’s 11,038 products on Scott Brinker’s 2023 MarTech Landscape Infographic. We ran a survey before we launched The Juice and 60% of content marketers who responded said they create at least one new piece of content every day.

Let’s carry over the survey data over to the MarTech map for fun.

🧃Approximately 6,600 new pieces of content would be created every day 

🧃33,000 new pieces of content would be created each week 

🧃1.7 million new pieces of content would be created every year

Talk about content overload, huh?

Every brand is competing for the same attention and consumers don’t stand a chance trying to find the content that is going to help them level up in their roles without a heavy dose of curation in the mix. Brands that pump out new content every day or week can prevent their work from going unseen and buried in “internet purgatory” by focusing less time on creation and more time on curation.

I recorded an episode with The Juice’s CEO Jonathan Gandolf  to discuss why it’s a good time to start paying more attention to the habits of the people we are trying to reach with our content and how curation can help. 🧃


We’re marketing in an era where our ability to narrate the ROI story of our product is a requirement. The current climate of buying software demands more stakeholders and accountability than ever before. Marketers need to prove to our future customers that the product that we are selling isn’t just a vitamin, but a painkiller that has data to prove it. 

Palmer Houchins is the Head of Marketing at G2 and knows a thing or two about how to tell a great story that resonates with the right people at the right time. On today’s episode he discusses the competition in the B2B software space and how your ROI story can help you breakthrough. He shares great advice on how to get your ROI story off the ground and how to work with internal stakeholders to activate it. 

In this episode we cover: 

Want entry to the largest library of B2B marketing and sales content in the entire universe? Unlock access to resources personalized for your role and experience today! 🧃

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