B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

Staying on a Prospect's Radar w/ Sally Lechin

·27 min·1 clip

Sally says automation only works when it adds value, not when it sends another pointless email.

1. B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing centers this episode on staying on a prospect's radar in a long B2B buying cycle. 2. Jeremy hosts Sally Lechin, head of marketing at Invana, and her experience matters because she runs the company's marketing, communications, and external agency work. 3. The episode asks how a brand-new B2B company earns attention, trust, and timing with prospects who are not yet ready to buy. 4. Sally says Invana Software Solutions emerged inside Halliburton after the team looked for a way to track, measure, analyze, and forecast greenhouse gases. 5. She says the business later spun off into a startup and now operates as a joint venture between Singular Guff and Halliburton. 6. Sally says Invana helps oil and gas operators, E&P companies, and midstream companies use data to meet sustainability goals, reduce operational costs, and increase efficiency. 7. She says her role is in-house marketing lead, covering marketing and communications while working with an external agency that has helped reach KPIs and marketing goals. 8. Sally says the company's earliest challenge was simply putting Invana on the map so prospects would know it existed. 9. She describes a 360 strategy built around LinkedIn, events, lead generation, and a paid advertising approach that initially included Google search and LinkedIn. 10. She says Google search was later dropped because there were not many qualified searches in this niche, while LinkedIn continued to perform well. 11. Sally says event participation is judged first on ROI, then on thought leadership, then on building rapport with prospects in the marketplace. 12. She says LinkedIn content is split between organic posts, case studies, white papers, newsjacking, and paid campaigns that rely on database scrubs and title matching. 13. She says the team became more sophisticated by identifying specific companies and titles through ZoomInfo research and additional layers such as sustainability commitments and CEO compensation tied to sustainability targets. 14. Sally says the paid LinkedIn strategy works better when the offer is a white paper or other lead magnet rather than just a free trial or demo. 15. She says the ideal customer profile includes sustainability decision makers, operational people such as floating engineers, and internal stakeholders in procurement and finance. 16. She says quantitative research also helped the team understand prospect mindsets, existing solutions, and the gaps in the marketplace. 17. The conversation sounds practical and operational, with Jeremy pressing for examples and Sally answering in concrete terms about tools, targeting, and workflow. 18. The tone stays collaborative and measured, and the format moves from company background to channel strategy to sales readiness. 19. Best for B2B marketers refining LinkedIn, lead nurture, and ICP targeting. 20. Skip if you want narrative storytelling or creative campaign theory.

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