Episode 05: How can B2B marketplaces build a content strategy to drive sales and build brand?


Following on from his first appearance on The B2B Club, looking at winning marketing strategies for B2B E-commerce firms, Colin Lewis returns to the podcast to share his top content-related tips for B2B marketplaces

One of the biggest challenges for new B2B marketplaces emerging onto the scene is generating awareness and attracting both buyers and sellers onto their platform. In this episode, we look at how marketplace operators can construct and implement a content strategy to overcome these problems and start generating traction on their platform. 

Colin draws on his marketing expertise and experience in B2B E-commerce and marketplaces to answer the following questions:

  • What types of content work best to attract buyers and sellers to the platform?
  • Why is educational content so important to gain trust and credibility for your marketplace?
  • How can different pieces of content be used to increase stickiness and prevent leakage on the platform?


Colin Lewis

Colin is a speaker and consultant with over 25 years experience in both B2B and B2C E-commerce and marketplaces. Colin has experience from across the globe, having worked in the UK, Australia, China, Japan and Indonesia for major international brands such as 118-118, Thomas Cook and Bmi-British Midland.‍

Lucy Heavens‍

With more than 20 years’ experience in FinTech, Lucy leads global marketing at Hokodo. Previously, Lucy held senior marketing positions at both international technology giants and high-growth scale-up firms, including IBM, Fiserv, SimCorp, Equipos, Wealth Dynamix, Qumram and CUBE, where she was instrumental in growing visibility and creating fully-integrated sales and marketing functions. Her marketing expertise ranges from product and partner marketing through to digital marketing, demand generation and communications.

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