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

In the debut episode of Words in Progress, a mini-series within Louder Than Words, John Bonini sits down with Natalie Marcotullio, Head of Growth & Product Marketing at Navattic, to unpack how she and her team transformed a vague idea—buyer first—into a tangible, ownable editorial narrative and content framework.

They walk through the evolution of Navattic's flagship report, how it moved from a simple data dump to a narrative-driven asset, and how that narrative now ties together all of their content efforts—from blog posts and webinars to LinkedIn and beyond. This conversation is a behind-the-scenes look at how content brands are built in progress—not just in hindsight.

In this episode, John sits down with Natalie Marcotullio, head of growth and operations at Navattic. Natalie shares her experience transitioning from a traditional SEO-driven content marketing playbook to a more customer-focused approach and how that's paid off.

Discussed in this episode:

• Leveraging customer insights and data to craft content that stands out.
• Unique perspectives and insights are crucial in content creation to differentiate a company from competitors.
• A unique branding approach that aligns with the company's values and sets it apart from others is essential.
• Authenticity in content helps build trust and engagement with the audience.
• Partnerships and collaborations with industry experts can help reach a wider audience and provide valuable insights.
• Shifting away from the traditional SEO playbook and focusing on unique content creation can yield better results.
• Manual qualitative research can provide unique insights and make content more valuable and trustworthy.

Enjoy!