From Code to Content: Building B2B Marketing That People Crave

In this episode of The Marketing Front Lines, we speak with Cristina Bunea, Head of Marketing at Paraform. With a unique background as a technical founder turned marketer, Cristina brings a refreshing perspective on creating distinctive B2B marketing that cuts through the noise. From building a magazine-quality blog that customers rave about to running experimental marketing campaigns that challenge conventional wisdom, Cristina shares the strategies that have defined her approach to B2B marketing. She reveals how her team at Command AI (formerly Command Bar) transformed their company blog into a weekend read that customers loved, and discusses her current work at Paraform creating deep-dive content that examines how successful companies operate.

Topics Discussed:

• Transitioning from technical founder to marketing leader
• Creating non-boring, crystal-clear B2B marketing
• Building a magazine-quality blog that drives customer acquisition
• Making strategic bets on experimental marketing initiatives
• Managing the complex founder-marketer relationship
• Using AI effectively in content creation workflows
• Avoiding generic content in an LLM-saturated landscape

Lessons For B2B Tech Marketers:

• Turn Your Blog Into a Weekend Read: At Command AI, Cristina's team created a blog that felt like a magazine - content so engaging that customers would read it on weekends, not just when prompted by work needs. This approach generated significant customer engagement, with roughly one in three customers specifically mentioning the quality of their content.
• Experiment Strategically, Not Randomly: Run the marketing basics extremely well, then take calculated bets on 1-2 experimental initiatives per quarter. When Cristina attempted to replicate Ramp's microapps strategy at Command Bar, it flopped despite its success elsewhere, reinforcing that strategy must be tailored to your specific context.
• Share Authentic Company POVs: The most successful content shares genuine insights about internal company operations - from sales approaches to customer success methodologies. This transparency resonates with audiences tired of generic advice and provides actionable intelligence they can adapt to their needs.
• Create Deep-Dive Content on Companies People Care About: Content that analyzes how well-known companies operate (how they hire, how they acquired their first 100 customers) consistently performs well. At Paraform, Cristina's team creates detailed teardowns that examine specific tactics other companies use, providing readers with concrete examples they can learn from.
• Manage Founder Relationships Through Calibration: Schedule weekly meetings with founders to understand their product philosophy and vision. Present multiple marketing options to help founders identify what matches their vision, as they often have clear ideas but struggle to articulate them. This prevents misalignment and builds trust.
• Use AI as a Cold-Start Solution: Record meetings with founders, write your own notes with content ideas, then combine these with the transcript in an AI tool to generate initial drafts. While not perfect, this approach significantly reduces the time required to create founder-aligned content that can be further refined.
• Combat Generic Content With Specificity: In an LLM-saturated world, generic marketing advice is everywhere. Stand out by sharing real insights others wouldn't think of, and ask yourself: "Have I seen this same content a hundred times on LinkedIn today?" If yes, don't publish it.
• Hire Marketers Who Love Your Product: Technical understanding and genuine excitement about your product are non-negotiable traits in marketing hires. Without this foundation, even the most skilled marketers will struggle to create authentic, compelling content about your offering.

 

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co

 

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