B2B Content Experience
The B2B Content Experience is a podcast series hosted and produced by Tendo Communications. This podcast provides listeners with thought-provoking episodes crafted to educate, inform, and entertain. Audiences get a unique glimpse into the brilliant minds of B2B marketing thought leaders and content experts who build engaging and immersive content experiences that transform their brands and GTM strategies. In each podcast episode, Tendo will distill the key takeaways to help marketing leaders and practitioners level up their content knowledge.
B2B Content Experience
How to Maintain Brand Value After an Acquisition
In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions.
Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization.
Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.
Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.
00:00 Introduction to B2B Content Experience
00:15 Challenges of Digital Experience During Acquisitions
00:25 Insights from Lindy Roux and Simon Mathews
01:37 Brand Integration Strategies
05:28 Importance of Customer Experience
07:00 Practical Considerations and Prioritization
12:49 Research Roundup: Brand and Content Integration
16:51 Content in the Wild: Expert Insights
26:40 Conclusion and Wrap-Up
Resources
McKinsey & Company: Choosing to grow: The leader’s blueprint
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
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Stock music for this podcast is provided by juqboxmusic, from Pond5