#51 | Words in Progress with Natalie Marcotullio, Part 2 | Making Content Bigger Than What You Sell

Louder Than Words with John Bonini

In this episode, I sit down with Natalie Marcotullio to talk about the thinking behind Navattic’s Buyer First report—and why content only started working when they made it bigger than the product.

We get into:

• How to create content that people care about before they’re in a buying cycle
• The evolution of the Buyer First report (and why it’s still ungated)
• Why tying your brand to a bigger idea builds long-term trust
• The difference between capturing demand and creating it

If you’ve ever felt like your content is stuck in sales-support mode, this one’s for you.

Here's the link to the full 2025 B2B Buyer First Report: https://www.chilipiper.com/post/2025-b2b-buyer-first-report