How Exit Five created B2B marketing's most beloved newsletter
By
Gareth Hancock
Published on
January 8, 2026
A well-crafted B2B newsletter can build real relationships and drive revenue. But most are generic, self-promotional round-ups of webinars and product releases that get ignored or filtered out of inboxes.
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A well-crafted B2B newsletter can build real relationships and drive revenue. But most are generic, self-promotional round-ups of webinars and product releases that get ignored or filtered out of inboxes.
Exit Five is a rare exception that 40K+ B2B marketers are excited to read.
In this post, you’ll learn five core principles from Head of Content, Danielle Messler, that you can copy to make your own newsletter more successful.
1. Write for one reader at a time to build relationships
Write each issue as if you’re sending it to one person you know, not a buyer persona, to make your newsletter feel personal.
While most B2B newsletters act like link dumps, Danielle treats every Exit Five issue as a relationship-building channel.
“Today, I’m writing an email for Chelsea because I know she’ll care about this topic. Tomorrow, it’s Amruta, who just started a job where she’s managing an 80-person marketing org.”
That small shift changes the tone instantly.
Each email is focused on solving a real problem that others are looking to solve.
Danielle’s writing feels human and conversational because she’s willing to share her own challenges, successes, and failures:
Most B2B newsletters never go there, which makes Exit Five’s stand out.
They send two newsletters each week:
The Exit Five Weekly Newsletter (long-form strategic insights)
Marketing Snack (bite-size tactics)
Both appeal to different reading styles. However, they follow the same relationship-driven approach to drive organic growth.
Subscribers get double the value from a single newsletter, and Danielle gets richer data to keep improving content.
By comparing long-form and bite-sized version performance, she can see:
Themes that spark higher opens
Formats earning the most clicks
Where attention drops off
Those signals help Danielle fine-tune future issues, balance depth with speed, and prioritize the topics readers consistently crave.
2. Be transparent to drive trust and signups
Showing people what they’ll get from your newsletter before they subscribe removes skepticism and can increase sign-ups.
Most B2B newsletters hide their content behind an opt-in form, which frustrates readers and makes them hesitant to opt in.
As Danielle explains:
“It’s a big ask. Our inboxes are packed with a lot of unwanted senders. To invite someone in, I think marketers have to prove why they deserve to get in the door.”
Exit Five overcomes skepticism by publishing previous issues on its newsletter landing page:
Framing the newsletter as a publication demonstrates what subscribers can expect.
It also makes it feel more thoughtfully produced with clear themes and consistent formatting, suggeting a higher editorial standard.
It also attracts the right audience: marketers who might later become community members.
This “try before you buy” approach:
Builds trust
Provides social proof
Reduces perceived risk
All without adding extra work for the team.
Transparency upfront helps turn more curious readers into subscribers.
3. Give readers a clear, actionable takeaway in every email
To increase engagement and loyalty, every issue should offer practical advice that readers can apply immediately.
Danielle’s rule is:
“Make sure there’s something in your newsletter readers can learn today. Something they can implement in some way.”
Sometimes, that’s a tactical hack. Others, a strategic framework or insight from industry research.
For example, Danielle breaks down Mutiny CEO Jaleh Rezaei’s growth strategy:
Then, she explains exactly how readers can apply this strategy themselves:
To keep ideas fresh, Danielle turns to her audience and existing content to consistently deliver topics marketers care about.
Exit Five stays relevant and spots real pain points by:
Listening to community feedback
Monitoring trending conversations
Repurposing proven content from LinkedIn posts, podcasts, or other channels
Then, Danielle frames every newsletter angle with a new perspective and practical steps.
A post becomes a newsletter, fueling feedback that feeds future content. This creates a self-sustaining cycle of actionable insights.
So, ditch the vague summaries.
Instead, focus your newsletter on usable insights.
“Avoid regurgitating information. Add narrative and a new angle. ‘Dave talked with this person, and here’s what they said about making sure your positioning is clear instead of broad, and here’s how to do it.’”
Instead of simply reposting content:
Extract the lesson from the original material
Add context that explains why it matters or how it fits into a bigger picture
Show readers how to apply it in their own work
That way, every email teaches something useful, keeps readers engaged, and gives them a reason to open the next issue.
4. Prioritize email replies to increase deliverability
Email responses are an opportunity to start two-way conversations with your subscribers and buyers. They also signal to email servers that recipients trust you with their inboxes.
While open and click-through rates matter, replies tell you who’s actually engaging while improving deliverability.
The simplest way to get replies is to ask for them.
Danielle includes value-led P.S. prompts to invite thoughts or reactions, which grabs the attention of readers who skim:
Exit Five often gets 30-40 replies per send. Almost unheard of in B2B.
Danielle has built this over time by replying to every message.
That personal touch builds trust and deepens relationships.
“One other thing I love is Danielle's ‘PS’ tactic...super unscalable, right? She's going to email everyone the link to the article she mentioned? Yep. She will. And that's exactly why it works.”
Email automation is still crucial for B2B marketers. But it can’t replicate the human connection that spurs loyalty and advocacy.
5. Use curiosity-driven subject lines to increase opens
Exit Five’s most opened subject lines hint at relevant value within emails but withhold key details to boost open rates.
Relevance and subject lines are the top motivators for people opening brand emails:
To improve open rates, Danielle creates a “curiosity gap” with her subject lines:
“The art of storytelling is withholding information, but you also want to give them just enough that they know it’s valuable.”
She pulls readers in by promising a payoff without giving it away:
“Here’s what to do when you’re not the subject matter expert”
“The mindset shift that helps marketing leaders move faster”
Honesty is the key to making these work. Your subject line must set a realistic expectation that’s fully delivered in your email.
Exit Five’s subject lines avoid clickbait. That consistency creates an expectation with readers that they can trust them to deliver value in future issues.
One way to write better subject lines is to study emails that you open.
Make observations in length, tonality, and psychological principles at play.
For example, you might open an email with the subject line: “The one shift that doubled our pipeline”.
Adapt this to your own emails.
For example, a product analytics brand might try: “The small shift that improves your onboarding flow”.
Track open rates over time to see which hooks resonate best with your audience.
Reward people’s curiosity with real value and watch engagement compound over time.
Start now instead of striving for perfection
Successful B2B newsletters show up consistently, write for humans, and share actionable insights.
You don’t need to nail the perfect format on day one. As Danielle says, you only figure out what works by getting reps in.
Start small, iterate fast, and improve with every issue.
Need help creating a newsletter people actually enjoy? Book a call today and let’s chat.
UK content marketing agencies deliver unmatched editorial quality and revenue-driving assets for both local and US-based brands.
Here’s what eight of the best specialize in, and how to select the right one for your needs.
A quick overview of UK content marketing agencies
The table below covers eight leading UK-based agencies to help you quickly identify the right partner:
UK Content Marketing Agency
Best For
Grizzle
Building end-to-end content marketing engines for B2B SaaS and tech enterprises
Velocity Partners
Content marketing, design, and performance strategies for complex B2B brands
ClickSlice
SEO and PPC strategies for DTC and e-commerce brands
GRM Digital
Technical marketing for complex organizations
M+C Saatchi
Large-scale branding and advertising campaigns for enterprises
Brainlabs (acquired Fanbytes)
TikTok-first influencer and creator content to target Gen Z
Rise at Seven
SEO-led digital PR and content amplification
Kitch
Social and community-driven content for hospitality and lifestyle brands
Croud Luxe (acquired VERB Brands)
High-end content and digital storytelling for luxury brands
UK content marketing agency selection: our methodology
We selected these nine agencies based on real-world fit for modern marketing teams, from digital PR to social-first growth and brand-led advertising.
Of course, we think Grizzle is the best choice for our target market. But we’ve also included one of our closest competitors, Velocity Partners, that we’d genuinely recommend as an alternative.
This list prioritizes agencies with clear positioning, proven case studies with measurable outcomes, and third-party review data while covering a range of industry specialities and capabilities.
Who are the best content marketing agencies in the UK?
The best UK content marketing agency depends on your industry, growth stage, and unique needs.
For example, a large B2B SaaS company will have different goals from a startup e-commerce brand targeting Gen Z. We’ve aimed to include various industry coverage and use cases throughout this list.
1. Grizzle: best for B2B SaaS
Grizzle is a global content marketing agency headquartered in London that builds performance-driven content engines for B2B and SaaS companies.
Every client gets access to a senior team of creators, strategists, and editors. The process starts with deep research to understand complex target audiences, industries, and categories. We then craft a tailored end-to-end content marketing strategy.
B2B brands get a performance-driven content engine powered by high-quality, multi-channel content to drive growth across search, social, and AI-powered discovery platforms.
For example, Grizzle handles the entire content creation process, from editorial to video production.
Grizzle’s key methodologies and services include:
End-to-end SEO and AI search. Our flagship offering for fast-scaling, mid-market and enterprise B2B companies. Grizzle caters to the entire buyer journey, from discovery to conversion.
High‑quality content creation. A unified content engine spanning everything from BOFU articles to case studies, original research, and product marketing pages. All based on acquired subject matter expertise.
Video production. Get YouTube videos, testimonial videos, explainers, podcasts, and short‑form clips for broader reach.
Digital PR. Increase authority, build brand equity, and earn off-site mentions with original reports and relationship-driven outreach.
Content performance optimization. Monitor asset performance and make improvements where needed. Refresh content for organic search and LLM visibility. Includes other on-page elements.
Translation and localization. A standalone service for market expansion, including French, Italian, German, and Spanish (FIGS) + other English-speaking regions (more to come soon).
Why should you work with Grizzle?
Grizzle blends editorial rigor and high-end video with the latest SEO and generative engine optimization (GEO) methodologies to capture demand and drive revenue. We’re best suited for scaleup, mid-market, and enterprise brands looking to scale their existing content and organic growth efforts.
However, we’re not the best option for pre-PMF startups or companies that haven't yet proven the value of content.
Get in touch if you’re a SaaS team that needs multimedia content built for competitive, evolving search landscapes and complex buyer journeys.
Plans start with a 60-day commitment, then move to a rolling 30-day contract. Pause or cancel anytime.
2. Velocity Partners (Pretzl): best for complex B2B brands
Velocity Partners (now part of Pretzl) is a London-based B2B agency that specializes in content marketing, design, and performance services.
The team works with ambitious tech organizations to define clear market positions, express them with confidence, and turn assets into a consistent source of revenue.
Known for its sharp messaging and distinctive brand positioning, Velocity helps B2B companies stand out in crowded categories and create campaigns that drive measurable demand.
The agency’s most popular offerings include:
Brand positioning and messaging frameworks. Clarify what you stand for and why it matters.
End-to-end campaign development. Get big ideas executed across digital, paid, and owned channels.
Thought leadership and research-led content. Publish reports, flagship assets, and executive narratives that build authority.
Website strategy and rewrite projects. Improve everything from structure to conversion paths.
Demand generation alignment. Connect all creative to pipeline goals.
Audience research and insight work. Identify buying triggers, objections, and decision dynamics.
Why should you work with Velocity?
If you’re a B2B organization with a strong offer but an unclear market story, Velocity is a credible alternative to Grizzle.
They’re particularly well-suited to companies that need stronger positioning and high-impact campaigns to compete in crowded sectors.
3. ClickSlice: best for e-commerce SEO and PPC
ClickSlice is a bespoke SEO, GEO, and PPC agency for e‑commerce brands looking to fuel more traffic and sales.
Combining search optimization with paid ads, the team increases stores’ online visibility in organic listings to shopping results.
ClickSlice ranks for its own competitive search terms like “SEO agency London” and “ecommerce SEO agency”:
The agency’s key attributes and services include:
Blended SEO, GEO, and PPC campaigns. Expert integration of organic search, AI-driven discovery, and paid ads for immediate and sustainable traffic growth.
Search engine optimization. Technical SEO, keyword research, link building, and content alignment to increase visibility.
Paid media management. Google Ads, Shopping, and social ads aim to convert visitors into customers.
Landing page and CRO improvements. Website design and page updates turn more traffic into leads and purchases.
Flexible engagement. Rolling monthly contracts with transparent reporting and dashboards.
Digital PR and link-building. Outreach and media strategies that support long‑term search authority.
Why should you work with ClickSlice?
E-commerce brands can stay ahead of evolving search with ClickSlice’s tried-and-tested growth playbooks.
By keeping strategies transparent and flexible, e-commerce teams can easily track performance and scale results across channels.
4. GRM Digital: best for complex brand technical marketing
GRM Digital is a Leeds-based agency that helps complex organizations design and deliver advanced digital experiences.
Their technical expertise and data-driven digital strategies suit large, multi-team companies looking to modernize their marketing.
As GRM Digital is technology agnostic, they can work with any software in your stack:
The agency’s main attributes and services include:
Agile delivery. Flexible project management that adapts to evolving business needs.
CRO tactics. Updating and improving digital experiences to increase leads, sign-ups, or purchases.
Data, analytics, and GEO. Making informed decisions using metrics and AI-powered optimization tools.
Digital and marketing automation. Streamlining processes across websites, portals, and apps.
Mobile and web development. Building websites, web apps, and mobile apps for complex workflows.
Strategic client services and discovery. Understanding goals, audiences, and technical requirements for large-scale campaigns.
Why should you work with GRM Digital?
GRM Digital’s in-depth technical expertise is perfect for companies with complex systems, multiple teams, or advanced digital needs.
Contact the team if you need to modernize your customer journey, improve your site or app, or coordinate large-scale strategy and execution.
5. M+C Saatchi: large-scale brand and advertising campaigns
M+C Saatchi is a full-service digital marketing agency for enterprises that want high-impact, culturally relevant ads.
With headquarters in London, their expertise lies in creative, multi-channel campaigns that build desire and deliver measurable brand growth.
For example, M+C Saatchi’s proprietary “Cultural Power Index” uses AI to analyze billions of data signals.
By understanding a brand's true cultural impact, the team uses the insights to shape ad projects:
M+C Saatchi’s key attributes and services include:
Creative advertising campaigns. Content production, including digital, social, video, and traditional media ads, that engage and convert.
Strategic planning and creative consultancy. Aligning ad creative with business goals, audience insights, and cultural trends.
Global campaign management. Vast experience executing campaigns across multiple markets and regions.
Performance tracking and analytics. Ongoing measurement of reach, engagement, ROI, and campaign impact.
Specialist services. The agency also handles experiential marketing, events, talent management, sponsorships, and partnerships.
Why should you work with M&C Saatchi?
Companies that want to launch large-scale advertising campaigns and tap into cultural influence can benefit from M&C Saatchi’s creative and global expertise.
Consider this agency to reach the right audience across channels, shape brand conversations, and track performance to maximize impact and ROI.
6. Brainlabs: best for TikTok and influencer-led Gen Z campaigns
Brainlabs is a global digital agency that acquired Fanbytes, an influencer and TikTok specialist that now operates as its influencer marketing arm.
The team helps companies reach and engage Gen Z audiences through creator‑led campaigns and data‑driven insights.
Proprietary data platform Bytesights analyzes millions of influencer profiles to spot trends, track competitor activity, and connect brands with hyper-relevant creators.
Here’s a little bit more about how it works:
Key attributes of Brainlabs’ influencer services include:
TikTok and social influencer campaigns. Creative content that resonates with younger audiences like Gen Z.
Relevant partnerships. Working with targeted creators to amplify brand messages authentically.
Cross‑platform social strategy. Tailored campaigns for TikTok, Instagram, Snapchat, and YouTube.
Paid and organic social execution. Combining influencer content with paid amplification for broader reach.
Trend and audience insight. Using real‑time data and trend analysis to guide campaign decisions.
Performance reporting. Tracking reach, engagement, and impact across campaigns.
Why should you work with Brainlabs?
Brands targeting younger demographics or looking to strengthen social presence will benefit from Brainlabs’ data‑driven approach.
Supported by Bytesights, the mix of influencer and strategic content helps brands connect deeply with Gen Z while measuring impact across platforms.
7. Rise at Seven: best for B2C digital PR and content
Rise at Seven is a UK-based agency best known for creating category leaders through attention-grabbing content and digital PR.
They help brands earn coverage, backlinks, and visibility by creating stories that journalists actually want to publish.
Rise at Seven even offers a targeted US digital PR service, with a team of local experts and solid relationships with American media outlets:
Some of the agency’s most popular attributes and services include:
Digital PR campaigns. Pushing out newsworthy stories in the UK and US that earn media attention and backlinks.
Content amplification. Expanding your content’s reach (beyond your site) through press, social media platforms, and search.
Onsite SEO. Updating websites so they’re indexable and crawlable to improve rankings.
Creative ideation. Thinking of bold, timely campaigns built around data, trends, and culture.
Media relationships. Building strong connections with journalists and publishers at home and across the pond.
Performance tracking. Measuring links, coverage, traffic, and search impact.
Why should you work with Rise at Seven?
UK-based companies that already invest in SEO content but struggle to reach their audience use Rise at Seven to amplify their work.
They’re a strong fit if your goal is to earn attention and build authority through coverage rather than publishing more and more assets.
8. Kitch: best for community-driven lifestyle and food content
Kitch is a UK-based social media agency that helps lifestyle, food, drink, and hospitality brands grow engaged communities through paid campaigns.
The female-led team handles everything from strategy to audience engagement and collecting creative user-generated content (UGC) that resonates.
With a founder who grew up in a family business with 17 restaurants, Kitch pairs real hospitality experience with social-first strategies that drive engagement and revenue:
Some of the agency’s key services include:
Strategy and planning. Building content plans that align with brand goals and audience behavior on platforms like TikTok, Instagram, Pinterest, and X.
Social media content creation. Creative content writing, visuals, and platform-native storytelling tailored to each audience.
Community management. Active engagement and moderation to nurture followers and spark real conversations.
Paid social advertising. Targeted campaigns on Meta, TikTok, and wherever else your audience is to boost reach and drive traffic.
Influencer marketing support. Identifying and managing creators that align with each brand’s voice and goals.
Performance reporting. Tracking engagement, growth, and campaign impact to inform next steps.
Why should you work with Kitch?
Kitch markets itself specifically to lifestyle and hospitality brands that want to build strong communities and measurable engagement.
With years of experience across social media marketing, the creative agency manages all aspects to increase your company’s visibility on key platforms.
9. Croud Luxe: best for luxury brand digital marketing
Croud is a global agency (headquartered in London) that helps luxury and premium brands grow through content, digital marketing, and performance media.
Since acquiring VERB Brands, it specializes in reaching high-value audiences while protecting brand image and positioning.
Here’s the showreel for the “Croud Luxe” division of the agency:
Luxury content creation and copywriting. High-end editorial, visuals, and video content built for premium brands.
SEO and search visibility. Organic growth strategies tailored to competitive keywords.
Paid media and performance marketing. Content marketing campaigns designed to reach affluent audiences and drive demand.
Digital strategy. Aligning content, channels, and messaging with elevated brand positioning.
E-commerce and conversion support. Turning interest into sales without eroding value.
Why should you work with Croud?
Premier brands expanding into the UK or Europe can draw on Croud’s deep understanding of luxury marketing.
With offices in New York and Dubai, the award-winning agency has the global resources to help you maintain exclusivity, consistency, and long-term value across channels.
How do I choose the right UK content marketing agency?
The right content marketing agency depends on your industry, how much support you need, and whether you’re working across borders.
Use this quick checklist to narrow your options:
Content Marketing Agency Consideration
What to Do
Match the agency to your niche
Look for proven experience in your space (e.g. B2B SaaS, tech, e-commerce, or lifestyle).
Decide on full-service vs. specialist
Full-service agencies often offer integrated services that cover all aspects of digital and content marketing.
Specialists focus on specific areas (e.g. influencer marketing) or industries.
Consider content formats
Ensure the agency has the resources to create the assets you need (e.g. graphic design for infographics or video production for podcasts).
Check real results
Narrow down agencies that demonstrate measurable outcomes such as traffic growth, leads, revenue, coverage, or conversions—not just creative output.
Confirm remote and cross-border experience
If you’re a US company, ensure the agency is comfortable working remotely, understands international markets, and can support both organic and AI-driven discovery.
Choose an agency that deeply understands your niche, generates tangible results, and scales with your marketing goals.
Review case studies and testimonials and ask detailed questions during discovery calls about pricing and any additional services.
Prioritize fit over fame, and you’ll end up with a partner who succeeds in growing your business.
FAQs
Are UK content marketing agencies a good fit for US companies?
Absolutely. Many UK content marketing agencies (like Grizzle) work with US companies.
With a mix of in-house and global freelance employees, they’re often perfectly suited to brands expanding internationally or competing in crowded search markets.
What makes a UK content marketing agency different from a US agency?
UK agencies often emphasize editorial quality and more accurate advertising claims (due to stricter regulations).
Many also bring years of experience with international SEO strategy and digital PR, while staying updated on evolving AI-driven content discovery.
Which UK content marketing agency is best for B2B SaaS brands?
Grizzle is one of the best UK agencies for B2B SaaS and tech companies.
The team learns fast to understand your target audience, produce thought leadership-style content, build scalable frameworks, and track the results.
Grizzle drives traffic, demand, and revenue across organic search engines and AI-powered discovery for clients.
Should I choose a full-service agency or a specialist one?
Choose a full-service agency if you want integrated services like branding, web design, content marketing, paid ads, and SEO in one place.
Need deep expertise in B2B SaaS, e-commerce SEO, or luxury brands? Reach out to a specialist (who can still provide end-to-end service).
How do I evaluate a UK content marketing agency to pick the right one?
Look for marketing companies with clear specialization, relevant case studies, measurable results, and experience working with international teams (if applicable).
Say you need help with content marketing strategy or email marketing. Reach out and ask if that’s something the agency offers.
Strong agencies can clearly explain how their work drives business outcomes.
SEO
Optimization
6 steps to localize content and win UK and EU customers
However, true localization means matching how people actually speak, search, and make buying decisions in each region. These nuances help your content feel more natural and trustworthy.
In this guide, you’ll learn six steps to build a content localization model to speed up UK and EU market expansion.
Step 1. Research local customers to reveal pain points
Collect regional customer insights to ensure you create assets that truly matter to those audiences.
For example, a localized guide on domestic ACH payments (which are limited to the US) won’t be relevant in Denmark or England.
So, you’ll waste time repurposing content that isn’t relevant to this audience.
On the other hand, Voice of Customer (VoC) researchin these target regions reveals real-world pain points that you can then build content around.
Here are some typical places to find this data:
Customer interviews. Arrange conversations or surveys to understand your audience’s challenges, goals, language, and buying triggers.
Employee insights. Ask your sales, support, and success teams what buyers query, where they get stuck, and what they care about.
Support and sales data. Analyze sales calls, tickets, and emails for recurring issues and themes.
Social listening. Search your brand on LinkedIn, X, Reddit, and other forums to see how people discuss the problems you solve.
Review platforms. G2, Capterra, and Clutch are goldmines for seeing what users love, hate, and expect.
Note: If you don’t have enough first-party regional data, search for public competitor insights. How buyers talk about similar products can still reveal relevant priorities and unmet needs.
The more local insight you collect, the easier it becomes to see the full buyer journey and exact language prospects use.
These nuances help you create content that feels native and builds trust faster.
When Grizzle localized Tipalti’s US-based financial guides for the UK and EU, we conducted in-depth research to align updates with local laws, regulations, and audience priorities.
For example, this OCR processing guide speaks to local priorities with research that highlights the cost of late payments to the UK economy.
And the benefits of this research go beyond marketing:
Product teams get clearer direction for regional features
Customer service can better prepare for objections
Sales aligns more closely with how buyers think
A strong localization engine becomes a competitive advantage across the entire business.
Want help turning your UK or EU research into a clear content strategy? Book a demo today and let’s talk.
Step 2. Prioritize revenue-driving content to reach new markets
Use your localized customer research to prioritize key articles, landing pages, and other assets that solve regional problems and drive revenue.
Forrester suggests that 75% of B2B buyers want sales materials in their language, while 67% want the whole website.
Start with assets that help buyers:
Find your product or service. Product, comparison, and other landing pages that attract potential customers.
Learn how it works. Blog posts and guides addressing real problems from your research.
See it in action. Case studies and product walkthroughs that demonstrate value.
Validate your priorities and identify additional opportunities using data to gauge potential impact.
Internal performance data and SEO tools can help confirm where real demand exists.
Ask yourself:
Which of these pages already attracts sales from your target countries?
Which English keyword terms have strong search volume and moderate cost-per-click (CPC) in the UK and Europe? (These metrics demonstrate the likely value of regional traffic.)
Which topics suggest clear interest in multiple target markets?
For example, some English content can perform well in EU markets with high English-speaking populations (e.g. the Netherlands or Nordics), offering quick wins before fully localizing.
Other topics like “open banking” show strong demand across the US, UK, the Netherlands, and Sweden:
Country
Search volume
CPC (USD)
U.S.
6,600
6.61
UK
4,400
4.90
Netherlands
720
4.11
Sweden
720
2.62
These topics are often safe bets to localize early as they’re already resonating.
From there, you’ll expand into fully localized versions for regions where native language content matters (e.g. Germany, France, Italy, or Spain).
But keep in mind that some terms don’t exist locally.
For instance, “sales enablement” isn’t common in France or Germany, so you’ll need to explain it for your audience to understand.
This approach lets you build a solid content foundation quickly, start engaging new buyers, and gather insights for original, region-specific content later.
Step 3. Build out a regional content team
A team with local expertise is essential for creating content that resonates and avoiding missteps that confuse or even offend audiences.
For example, first names or casual phrases are widely accepted by Americans.
But German differentiates between “you” with “du” (informal) and “Sie” (formal)—the latter is generally preferred unless speaking to kids or loved ones.
Gartner research also suggests that while German consumers value familiarity (think local testimonials and case studies), French buyers favor market leaders (i.e. top-rated positioning).
Translation tools often overlook these small details, but they can significantly impact engagement.
A high-performing regional team needs:
Native-level fluency, including awareness of local trends, culture, and idioms
Specific industry knowledge
Transcreation skills (i.e. adapting tone and meaning, not just translating)
However, not every team member needs all of these skills.
For example, a localization manager can focus on strategy and technical SEO, while writers and editors bring native fluency and tone expertise.
Here’s the suggested breakdown of roles and responsibilities:
Localization team role
Responsibilities
Project manager/coordinator
Tracks timelines, tools, and handoffs
Bilingual content writers and specialists
Creates and culturally adapts content
Bilingual editor and proofreader
Ensures consistent language, tone, and message
If in-house resources are limited, agencies or freelancers can fill the gap. Agencies like Grizzle provide scalable, all-in-one solutions—ideal for targeting multiple EU markets at once.
The key is finding the right expertise that fits your goals and budget.
Prioritize local knowledge, bilingual skills, and cultural fluency over cost savings (where feasible).
Your content’s effectiveness depends on it.
Step 4. Involve local subject matter experts to ensure accuracy
Local subject matter experts (SMEs) add credibility, verify facts, and make your content culturally relevant—especially in regulated industries or markets with unique rules.
You need to build trust with regional audiences. SMEs help you earn it by showing authority.
For example, Wise’s guide on UK pension withdrawal includes expert input as minimum age and tax treatment differ from countries like Ireland and Canada:
These experts fill knowledge gaps that even skilled bilingual writers can’t fully cover, ensuring accurate content for local regulations, workflows, and customs.
Your in-house experts (like product managers or compliance officers) can serve as SMEs, depending on the topic.
However, building a network of external SMEs with real-world experience expands your reach and helps you cover topics your team can’t.
Here’s where to find them:
Audience research tools. Use platforms like BuzzSumo or SparkToro to find thought leaders your audience follows.
LinkedIn. Search for authoritative figures by title, industry, or experience.
Help A Reporter Out (HARO) or Qwoted. Submit queries to connect with verified experts.
Clarity.fm. Connect with specialists in niche industries.
Professional associations. Reach out to certified experts in your field.
Industry conferences. Scan speaker lists for those with specific expertise.
Competitor content. Identify authors or podcast hosts demonstrating niche authority.
Note: For co-created content, collaborating with SMEs who also have an online presence can amplify reach and help you achieve early traction.
When quoting SMEs in your content (instead of hiring them to fact-check), make sure you:
Double-check names and roles
Include a link to their website or resources
Let them review content before publishing
A strong SME network can even open doors to other recommended experts, so your content is always backed by credible, specialized knowledge.
Step 5. Create localized guidelines to scale without losing quality
Create localization guidelines to maintain consistency in your content’s voice, quality, and cultural fit as your business grows.
Don’t be part of the 27% of tech CEOs who didn’t create dedicated resources for regionalized marketing campaigns and wish they had.
For example, Wise’s “Foundations” document aligns every writer, designer, and marketer on the brand’s online presence.
The “Go global, write local” section explains how to write content while staying mindful of diverse cultures:
It flags things like avoiding literal wordplay, staying culturally sensitive, and remembering that translated text often expands by 30% or more (when considering UI design).
This ensures Wise’s content resonates locally while scaling production faster.
A comprehensive localization guide should include:
Positioning, tone, and personality specifics for each region
Grammar rules, style choices, and regional conventions (e.g. UK vs US spelling)
Glossaries with approved translations for product and technical terms
Design rules and example content
Tools, workflows, and quality assurance (QA) checklists
Keep the guidelines accessible and update them as the market evolves.
A living document makes it easier for teams to produce high-quality localized content without costly revisions.
Step 6. Optimize content for local search and market entry
Localize content, headings, keywords, and URLs to match each market’s search intent.
Optimizing on-page SEO (often by creating regional versions of your website) supports your GTM strategy by driving visibility and awareness.
For example, Pipedrive localizes 2.7 million words in 24 languages annually.
When nearly 66% of software buyers prefer providers’ websites and landing pages in their primary language, you see why localization is critical for complex products.
For more moderate expansion (where you’re testing a market or scaling gradually), focus on optimizing key pages that drive awareness.
For example, Tipalti’s UK PayPal guide localizes the most important on-page SEO elements (URLs, headings, keywords, and body copy):
By meeting intent and improving search visibility, the finance solution now ranks on the first SERP for “How PayPal transfers work in the UK”.
Committing to a full country launch?
Localize all customer-facing content—from marketing pages to help docs—to support SEO and sales.
This strategy works best with local teams (e.g. sales, support, or product experts) to respond to demand and keep channels consistent.
It takes more time and resources, but helps you capture search intent and drive conversions faster.
AI tools can speed up translation for guides, tutorials, and help pages.
But always have bilingual editors review content nuances before publishing.
Localized content drives trust and growth
Anyone can translate text in seconds thanks to AI, but localizing your message to each market’s language, culture, and expectations gives you a competitive edge.
Start with the pages that matter most, test, and refine based on performance data. Base your UK or EU content on local insights and customer needs at every step.
Over time, you’ll build trust, strengthen your presence, and drive sales.
Ready to get your content moving in new markets? Book a demo today and let’s talk.
Distribution
The PVP Framework: Creating a B2B podcast that actually drives results
B2B podcasts drive audience growth, authority, and pipeline (even with a small audience).
The issue? Most sound the same, are too salesy, or fail to grab attention.
In this post, you’ll learn how to create a B2B podcast that people actually listen to using the PVP Framework.
Why most B2B podcasts are boring, salesy, or forgettable
Scroll through the Apple Podcast charts, and you’ll notice a pattern. Corporate artwork, cookie-cutter formats, and the same tired playbook:
Book a target account as a guest on the show
Ask a few “safe” questions
Try to sell to the guest post-recording and hope your ICP also decides to buy
Most feel like networking sessions that someone hit “record” on.
Others mimic consumer podcasts, chasing entertainment value over substance.
The titles promise insights, but listeners leave with nothing actionable—45-minute episodes that often could be done in 10.
Busy buying committees don’t have time for another generic show.
To stand out, your B2B podcast needs the PVP framework—a clear “premise”, a distinctive “vibe”, and production “polish” that makes your show impossible to ignore:
Premise. Clear direction based on what matters to your audience.
Vibe. Style and personality that resonates.
Polish. An aesthetic that grabs attention.
Here’s how to deliver all three.
1. Premise: solve real problems, don’t sell
Focus on delivering highly specific and relevant insights and solutions through your podcast (instead of pitching your product) to build trust.
Start with two key questions to determine your premise:
Who do we serve? Become the go-to resource for a specific segment of your target audience.
What do they care about? Align topics with this segment’s career goals, challenges, or Jobs to Be Done (JTBD).
For example, content marketers want practical tips that improve performance. Founders prefer growth strategies and peer insight that drive revenue.
Neither want aimless chatter that could apply to anyone.
If your founder isn’t comfortable on the mic, ask other senior leaders (e.g. the COO, CMO, or managing director) who are likely to be around long term.
Marketing managers (who may have less experience) can still earn authority through preparation, research, and tight framing.
Data enrichment tool Clay doesn’t have its own podcast.
Each host has done their homework and knows how to extract and explain insights.
A clear premise and the right host lead to impactful episodes that build a loyal, engaged audience.
2. Vibe: stand out with personality and eye-catching visuals
Your “vibe” is the style, personality, and look that attract people to your show and make it memorable.
First impressions happen visually, so this is your chance to signal that you’re not just another copy-paste B2B podcast.
To nail your vibe, focus on these four crucial elements.
Pick a B2B podcast brand name that grabs attention and signals value
A standout podcast name grabs attention, reflects your premise, and hints at the experience listeners can expect.
Here are a few examples:
Everything Clicks. Shamir Duverseau’s show focuses on the post-click experience (PCX). But the name also nods to what happens when marketing works (more “clicks”).
Maker Mixtapes. One guest, one playbook. The alliteration rolls off the tongue, conveying creativity and action. “Mixtapes” makes it feel personal and approachable.
The Exit Five CMO Podcast – Strong brand and host credibility make this to-the-point name work.
While the name sets expectations, your launch (when ready for it) sets the tone.
Take inspiration from B2C, entertainment, and pop culture. But never let creativity negatively impact clarity:
Text must be readable at 55 x 55 pixels (Apple Podcasts’ smallest display)
Keep visuals simple and minimal—name and tagline only
Avoid intricate details that blur at small sizes
When creating episode titles, treat them like blog headlines.
Focus on listener outcomes (e.g. specific insights, numbers, or solutions) that make it clear what’s in it for them.
Strong visuals signal professionalism, grab attention, and guide listeners toward the value you’re promising.
Pick a structure that keeps listeners engaged
Your style and structure determine how listeners experience your podcast. These elements reinforce your premise and make your show worth subscribing to.
Pick a format that plays to your strengths and fits the value your audience is hungry for (as per your premise).
Here are some typical options:
Podcast format
Best for
Example
Interview-style
Positioning the host as a connector and sharing insights from industry leaders
Need help producing a remote podcast that looks and sounds incredible? Book a demo today and let’s chat.
Invest in gear that elevates your podcast
Clear visuals and crisp audio make your podcast feel professional and credible. Poor production drives listeners away.
Forget your built-in laptop camera.
Affordable 4K webcams create a sharper, more professional image.
External mics with a pop filter (to eliminate popping noises during speech) also dramatically improve sound quality.
Here are some more top tips from Grizzle’s Video & Media Lead, Adam Hart:
Consistent lighting prevents shadows—a ring light behind the camera works well
When using green screens, avoid green, reflective, or sparkly clothing to prevent visual glitches
Keep shoulders in frame and leave ~5–6 inches above your head
Use the pre-call to brief guests on setup, framing, and lighting.
This informal chat reduces recording-day stress and keeps visuals consistent.
It’s also the best time to schedule the actual interview, while you’re both present with calendars in front of you.
Proper setup ensures every episode looks and sounds professional. In turn, this can increase engagement, shareability, and audience retention.
Capture clean recordings
A solid recording process preserves audio quality, encourages natural flow, and minimizes technical issues.
Even remotely, recording tools like Riverside.fm record hosts and guests separately:
This makes it easy to fix background noise or adjust levels without compromising quality.
As Riverside uploads in the background, it also prevents lost recordings due to internet issues.
On the day, remember to schedule more time than the interview needs.
A 15-minute buffer (for a 45-minute session) lets you set things up and check equipment.
Use this time to:
Walk through any software or equipment settings (e.g. ensure external mics are ~30cm from the speaker’s mouth for clear audio)
Make the guest feel comfortable and relaxed (explain that you’ll be able to edit out any awkward pauses or fumbling over words)
Confirm both sides are ready before hitting record
Thoughtful recording setup saves editing time, ensures consistent quality, and produces episodes that sound professional and engaging from start to finish.
Turn raw recordings into impactful content experiences
Editing turns a long (and sometimes messy) chat into a focused episode that delivers value at an appealing velocity.
Listeners decide in the first 30–60 seconds if they’ll stick around, so you must hook them immediately.
Even in non-B2B formats, strong openings like “Diary of a CEO” use key insights to set the tone, tease value, and make people want to hear the whole story.
Editing matters as much as the recording itself to shape the episode’s flow and ensure it delivers on the intro’s promise.
Here are six tips to polish every episode to perfection:
B2B podcast editing tip
How to do it
Clean up the audio
Make sure voices sound warm, clear, and consistent.
Tip: Level out low-quality audio and quickly remove background noise with tools like Adobe’s AI Podcast Enhancer.
Tighten the pacing
Cut long pauses, filler words, and tangents that don’t add value.
Tip: Keep enough personality so the conversation feels human (not stiff or over-edited).
Use sound design with purpose
Light background music works well for narration or solo segments.
Tip: Avoid using sounds during conversations, or you risk distracting listeners.
Capture social-ready clips
Mark great lines, strong opinions, or helpful insights as you edit.
Tip: Use these ready-made soundbites for LinkedIn, YouTube Shorts, or promo trailers.
Create strong intros and outros
Lead with your best moment—something surprising, useful, or emotional—to pull people in fast.
Wrap episodes with a simple outro, music bed, and one clear CTA.
Tip: Pick an obvious and actionable CTA like subscribe, share, or visit your site.
Stay consistent
Use the same intro music, transitions, and processing each time.
Consistency helps listeners recognize your show and creates a sense of polish.
Tip: Treat recurring elements like a signature to build familiarity and reinforce your identity.
You can also separate yourself by borrowing ideas from other media.
Find out how your favorite:
YouTubers keep attention high
TikTok creators use pacing and jump cuts
Filmmakers use sound, silence, and atmosphere to immerse the audience
Motion graphics, light animation, or contextual B-roll can make your podcast feel fresh.
Cultural references or unexpected clips interrupt expected patterns, especially in the B2B world, and keep viewers engaged.
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