---
title: "SaaS Backwards Episode 69: Why you must think differently to scale B2B video content with Michael Hoffman, CEO of Gather Voices"
description: "Welcome to episode sixty-nine of the SaaS Backwards podcast with CEO of Gather Voice, Michael Hoffman, where he shares how B2B companies think differently about their brand and why “authenticity\" is the key to successful video content."
---

[SaaS Backwards Podcast ](https://podcast.austinlawrence.com)

# [SaaS Backwards Episode 69: Why you must think differently to scale B2B video content with Michael Hoffman, CEO of Gather Voices](https://podcast.austinlawrence.com/why-you-must-think-differently-to-scale-b2b-video-content)

 Written by [Jason Myers](https://podcast.austinlawrence.com/author/jason-myers) | Jun 2, 2023 3:30:00 PM

*Welcome to episode sixty-nine of the SaaS Backwards podcast, where we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that's working, and lessons learned from things that didn't work as planned. *

*You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.*

 

 

In this episode, fractional CMO Andrew Bolis shares how owning a pipeline number and being responsible for specific revenue-related targets not only helps sales and marketing teams work towards common goals, but also provides leverage in conversations with the CFO. 

Other Key Insights from this episode include: 

- Bringing in the right fractional CMO for your situation.
- Working with agencies to fill in skill gaps and drive faster results.
- Justifying marketing expenses with the C-suite.

**Other resources to check out:**

[Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.](https://blog.austinlawrence.com/blog/leveraging-the-buyers-voice-to-increase-saas-sales-engagement)

[The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.](https://blog.austinlawrence.com/blog/the-lead-gen-mistake-i-guarantee-youre-making)

[And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. *Valued at $20K in free consulting*.](https://info.austinlawrence.com/free-content-audit)

[View full post](https://podcast.austinlawrence.com/why-you-must-think-differently-to-scale-b2b-video-content)

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