---
title: "B2B"
description: "2 posts about B2B, summarised, each linking to the original."
---

# B2B
> 2 posts about B2B, summarised, each linking to the original.

## Articles

### [MarketingProfs' Ann Handley on content marketing - The Intercom Blog](https://yomu.fyi/post/marketingprofs-x27-ann-handley-on-content-marketing-the-intercom-blog.md)
- Company: [Intercom](https://yomu.fyi/company/intercom.md)
- Published: Oct 13, 2026
- Type: Explainer

Handley, Chief Content Officer at MarketingProfs, was an early practitioner of content marketing to engage customers. She emphasizes empathy, thinking from the customer’s point of view rather than the company’s. For B2B marketers, she advises telling a bigger story beyond the product, citing Slack’s podcast about work culture and innovation. She recommends measuring content quality by whether customers would thank you for it, a simple test that clarifies value. Handley also highlights writing with personality and the label-off test, where stripping branding reveals if content sounds distinctive, and her book “Everybody Writes” inspires companies to use words better as ambassadors for their brand. The best marketing doesn’t feel like marketing and should be content people want or enjoy.


### [Empire Selling's Dan Swift on leveraging social media for sales](https://yomu.fyi/post/empire-selling-x27-s-dan-swift-on-leveraging-social-media-for-sales.md)
- Company: [Intercom](https://yomu.fyi/company/intercom.md)
- Published: Oct 12, 2026
- Type: Explainer

Dan Swift, CEO of Empire Selling, explains that cold calling is nearly obsolete and that successful sales prospecting now relies on social media and live chat to build relationships. He launched LinkedIn’s social selling business and later led sales at Sprinklr before founding Empire Selling, which trains B2B companies in digital and social selling techniques. Swift advises being transparent with employers about side businesses and using that time to test content and market viability before going full-time. He recommends using The Challenger Sale methodology to challenge traditional industries like financial services, and stresses the need for a common sales language and strong culture when scaling. Swift emphasizes optimizing LinkedIn profiles to appear as trusted advisors, connecting with everyone in the organization, using Twitter as a research tool, and exploring video as an emerging channel with rich analytics.