Chris was invited to join Shanee Moret on the Growthpreneurs podcast to chat about the benefits of content in B2B. Chris emphasizes the importance of creating and distributing content on social media platforms, particularly LinkedIn, for business growth. He believes that many founders resist content creation because they are stuck in outdated sales strategies and fail to recognize the power of content in reaching a wider audience. Chris highlights the need for a shift from lead generation to demand generation and the importance of measuring marketing effectiveness based on revenue rather than traditional metrics like MQLs. He also discusses the concept of dark social and the limitations of current attribution models. He predicts that companies will need to operate their go-to-market strategies more efficiently and rethink their approach to outbound sales. He also emphasizes the value of live events and the potential of AI in content creation.