It’s time to kiss copycat content goodbye.
B2B thought leadership is broken. Let’s fix it. Get started with a streamlined process for compelling content that inspires action.
Why the struggle to stand out?
Line up five pieces of content from five different companies, strip away the logos, and then try to tell which is which. It’s nearly impossible.
Why? Because companies are outsourcing their thinking and relying on the same set of source material. The results are recycled talking points, generic messaging, and forgettable “how to” guides.
The solution: A streamlined system
to tap into your existing insights
Your problem probably isn’t that you’re lacking thought leadership material. You just need a system to extract fresh perspectives from your team and interesting insights from the proprietary research you already have.
Chances are, you’re sitting on a goldmine of thought leadership assets:
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Product data that tells a story
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Survey results that reveal fresh insights
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Brilliant team with smart perspectives
The Insight Lab: A better way to do B2B content
Original Analysis & Opinion
No more regurgitated ideas. We’ll uncover insights from your team’s unique experience and research.
Meet the Insight Lab, my approach to content development that delivers content that stands out, attracts attention, and moves prospects to action. And best of all, it requires very little time commitment from you and your team. It’s flexible and designed to fit easily into your workflow.
A Clear POV
Every piece will have a fresh, compelling point of view that sparks meaningful conversations.
Strategic Alignment
The content we create together will connect to your business goals and move prospects along the buyer’s journey.
Join Clients Like These:
You need someone who gets B2B marketing, knows how to extract insights from people and data, and can turn material into content that attracts attention and prompts action. Yes, that’s me—Laura MacPherson (you can call me Larz).
With a background in journalism and eleven years in the B2B marketing trenches, I’ve spent my career interviewing experts, distilling complex ideas into compelling narratives, and helping some of the top teams in B2B tech build high-impact content programs. Companies including Sigma, Passport, Bonterra, Front, and Knowde have trusted me with their thought leadership—and they have lots of good things to say about working with me.
Want to create something great together? Send me a message, and we’ll schedule a call to chat!
Hi there!
What Clients Say
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“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donelley, Seventh Sense
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“It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry Rose, Bonterra
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“We worked with Laura to build awareness of our solutions for healthcare professionals in the US market. She was passionate about reinforcing our positioning as a leading digital health technology company, thoughtful in her approach, and delivered high-quality work. I look forward to collaborating with her again in the future!”
Megan Cincotta, Withings Health Solutions
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“Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”
Julie Starck, Passport
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“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit rate. And our sales team is using them to close deals.”
Emily Hackeling, Front
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“Laura has been a tremendous help to Sigma as we’ve scaled out our content marketing and thought leadership initiatives. Her creativity and ability to translate technical information for different personas have been a lifesaver. I couldn’t recommend Laura enough."
Devon Tackels, Sigma
