The human element: Why subject matter experts are the key to B2B demand generation

B2B marketing has a problem. We’re obsessed with tools, platforms, and automation while ignoring the most powerful asset we have: our experts.

Your subject matter experts (SMEs) are the difference between content that gets ignored and content that builds trust. Yet most companies waste this advantage by letting junior staff create their demand gen content.

Let’s fix that.

Why SMEs crush corporate content every time

Good content must do two things:

1. Grab and keep attention
2. Show you can solve specific problems

Without the first, you never get to do the second. Without the second, you’ve entertained but failed to generate demand.

Junior staff can’t do this effectively. They don’t understand customer problems deeply enough. They haven’t been in the trenches. They lack the war stories and battle scars that make content authentic.

Your SMEs – founders, executives, and senior specialists – have the knowledge your audience craves. They’ve solved the problems your prospects face. They can speak with authority that no corporate voice can match.

The data doesn’t lie: Personal beats corporate

LinkedIn’s algorithm heavily favors individual content over company posts. The difference isn’t small – it’s massive.

In one test, the exact same video posted on a company account reached 1,200 people. Posted by an individual? Over 400,000.

This isn’t just an algorithm quirk. It’s human psychology. We trust people, not logos. We connect with individuals, not faceless entities.

Think about your own behavior. When was the last time you stopped scrolling for a company post? Now compare that to how often you engage with content from individual experts.

The evidence is clear: If you want demand gen that works, put your SMEs front and center.

The SME paradox (and how to solve it)

Here’s the problem: The people best equipped to create killer content are the busiest people in your company.

Your experts are running teams, working with customers, building products, or leading the business. They don’t have time to become content creators.

Or so they think.

Here’s how to get them involved:

1. Make the stakes clear: Without their expertise, you can’t create content that generates demand. Without demand generation, you can’t build pipeline. No pipeline, no growth. Make this connection explicit.
   
2. Set specific expectations: Don’t ask for “some content.” Ask for a weekly LinkedIn post or a monthly video shoot. Ambiguity kills execution.
   
3. Block their calendar: Schedule specific times for content creation. Treat these as non-negotiable meetings, not optional activities.
   
4. Create accountability: Build a group of SMEs who review each other’s content. Peer pressure works better than top-down mandates.
   
5. Provide support: Give them writers, editors, and designers who can turn their expertise into polished content. Their job is to provide insights, not worry about production details.

How to not sound like everyone else

Generic content is invisible. To stand out, your SMEs need to answer one question: “What do we want to become famous for?”

This requires:

1. Picking 3-5 core topics where you have genuine expertise and your customers have real problems.
2. Taking a clear stance on each topic. Not controversial for its own sake, but distinctive based on your experience.
3. Staying consistent across channels and over time.

Most experts are terrified of voicing strong opinions online. They fear disagreement or looking wrong.

But the real danger isn’t making some people disagree – it’s saying the same bland shit as everyone else and becoming invisible.

Content with a clear point of view generates engagement. A post arguing that “being a great marketer and being a great CMO are very different skills” reached 50,000 people because it took a stance. It made people think.

The best SMEs don’t just share information – they challenge assumptions and offer insights that can’t be found elsewhere.

Building your SME content engine

Start by involving your experts in developing core messaging:

1. Define your topics: What specific areas do you want to own? Where do your expertise and customer needs overlap?
2. Develop your stance: What do you believe that others don’t? What conventional wisdom do you challenge? What have you found that works differently than standard practice?
3. Set your tone: How will you sound? Sharp and direct? Thoughtful and nuanced? Academic and detailed? Pick a tone that fits your experts and your audience.

For example, one B2B agency focused on four topics:

• B2B content marketing (stance: most B2B content is boring and ineffective)
• Their framework for growth (stance: long-term success beats short-term metrics)
• Measuring success (stance: good marketing influences sales metrics, not just marketing metrics)
• Building in public (sharing their growth journey transparently)

This focused approach makes content creation easier. Your SMEs aren’t starting from scratch each time – they’re adding to an ongoing conversation.

Trust takes repetition

Your SMEs won’t become recognized for their perspectives after one post or even ten. It takes consistent reinforcement – maybe 100+ times – before the market associates them with specific ideas.

This consistency:

• Reinforces memory through repetition
• Demonstrates conviction through persistence
• Builds familiarity through regular presence
• Reaches more of your audience over time

The goal isn’t engagement. It’s becoming the obvious choice when prospects enter the market. This happens when your SMEs have established themselves as trusted voices through consistent, valuable content.

Content formats that work for busy experts

Different SMEs will be comfortable with different formats. Start with what’s easy for them:

1. Written content: LinkedIn posts or newsletter contributions can be drafted and refined before publishing.
2. Video content: Short videos (1-3 minutes) explaining complex concepts or sharing quick insights.
3. Audio content: Podcast appearances let them share expertise conversationally.
4. Visual content: Infographics or slide decks for data-driven insights.
5. Live formats: Webinars or speaking engagements for direct interaction.

The key is finding formats that showcase their expertise without becoming a burden. Start simple, then expand as they build confidence.

Measuring what matters

Forget vanity metrics. Focus on:

1. Attention: Are people actually consuming your content, not just scrolling past it? Look at dwell time and completion rates.
2. Audience quality: Are you reaching decision-makers in target companies? Quality always beats quantity.
3. Self-reported attribution: Ask leads how they found you. You’ll often discover SME content played a crucial role that doesn’t show up in analytics.
4. Sales feedback: Are prospects mentioning your SMEs during sales calls? That’s the ultimate validation.
5. Content patterns: Which topics and formats generate meaningful engagement? Use this data to refine your strategy.

The dark funnel – those invisible touchpoints that influence buying decisions – makes perfect measurement impossible. Focus on directional indicators, not precise attribution.

The long game pays off

SME-driven content takes time to deliver results. The first 12 months might show minimal impact on pipeline.

But when it works, it works big.

One company saw just 20% growth in year one after implementing their SME content strategy. Year two? 90% growth. Year three? 80%. Year four? On track for another 90%.

What changed? Nothing. They simply continued executing their strategy, building familiarity and trust until they became the obvious choice when prospects entered the market.

This advantage becomes particularly valuable in competitive markets where technical differentiation is minimal. When multiple solutions can solve the problem, buyers choose based on trust and relationship – exactly what SME content builds.

Common SME content roadblocks (and how to crush them)

Even with the best intentions, SME content programs hit obstacles:

1. Perfectionism: Many experts won’t publish unless it’s comprehensive and polished. Help them understand that valuable insights shared imperfectly beat perfect insights never shared.
2. Inconsistency: Initial enthusiasm fades as other priorities emerge. Make content creation a formal part of their role, not an optional add-on.
3. Fear: Some experts worry about criticism or making mistakes publicly. Start with lower-risk formats and build confidence gradually.
4. Translation issues: Some SMEs struggle to communicate complex concepts simply. Provide editing support to help them develop this skill.
5. ROI questions: Executives may question the value if they don’t see immediate results. Set realistic expectations about the timeline for impact.

Address these issues head-on before they derail your program.

The human element wins

In a world of automation and algorithms, authentic expertise stands out. Your subject matter experts aren’t just content creators – they’re the living embodiment of your value proposition.

When they consistently share valuable insights that demonstrate their understanding of customer challenges, they don’t just generate demand – they build the trust that turns prospects into customers.

In the 97% of your market that isn’t actively buying today, this trust-building is the most valuable marketing activity you can pursue. It ensures that when those prospects do enter the market, you’re not just another vendor to evaluate – you’re the trusted advisor they already know and respect.

This is the power of SME-driven demand generation: not just capturing existing demand, but creating preference that leads to future demand.

Stop hiding your experts behind corporate messaging. Put them front and center in your demand generation strategy. Your pipeline will thank you.