Go-To-Market Strategy and Social Media for B2B: Insights from Andy Lambert - Adobe

Marketing B2B Technology

Andy Lambert, Senior Product Marketing Manager, at Adobe and founder of ContentCal, a social media marketing tool acquired by Adobe in 2021, shares his insights into the intricacies of navigating acquisitions and shares his thoughts on effective go-to-market strategies. He offers some great ideas on how to leverage social media in the B2B space, along with tactical advice on successful campaigns and practical tips to support your own marketing efforts.

About Adobe

Adobe is a global leader in digital media and digital marketing solutions with a range of creative apps and services for photography, design, video and more.

About Andy Lambert

Andy is a marketing leader who has spent the last 12 years setting up, scaling and selling multiple software businesses.

In 2016, Andy joined two others as part of the founding team of ContentCal, a social media marketing tool. Over five years, the team raised over $10 million, expanded to serve thousands of customers across more than 100 countries, won numerous awards, and, in late 2021, was acquired by Adobe Inc.

Time Stamps

[00:42.2] – Andy discusses his career from founding ContentCal to joining Adobe.

[03:52.2] – Andy talks about the importance of defining a target audience.

[10:59:1] – Andy explains his take on go-to-market strategies.

[15:39.5] – How can B2B businesses leverage social media?

[20:22.3] – Andy talks about some examples of successful marketing campaigns.

[24:48.7] – Andy discusses how the role of the CMO may change in coming years.

[27:31.3] – Andy shares the best piece of marketing advice he’s heard.

[28:16.9] – Andy offers advice for those just starting their marketing careers.

Quotes

"It's easy to get over enamoured with how quickly you can get stuff done with AI. AI tools are an amazing opportunity to increase your utility and increase your leverage, but it's very important that we balance that… balance it with a deep understanding at an emotional level of what truly drives an audience.”- Andy Lambert, Senior Product Marketing Manager at Adobe.

“I just need to post more on LinkedIn, right? No. 80 percent of the content that happens about our brand on social should not be from us, it should be from other people. So, it's our job to try and find a way to unlock that.” - Andy Lambert, Senior Product Marketing Manager at Adobe.

Follow Andy:

Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/

Adobe website: https://www.adobe.com/

Adobe on LinkedIn: https://www.linkedin.com/company/adobe/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

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