?? Why Content Alone Won’t Win—But the Right Data & Distribution Will

Hey, Game Changer! ??

The difference between content that converts and content that disappears into the void? Deep audience insights, smart segmentation, and AI-powered efficiency.

That’s exactly how John Huntinghouse , VP of Marketing at TAB Bank , is using data-driven content to drive real business results.

In this week’s Game Changers newsletter, John shares how his team has mastered niche content strategies, leveraged AI for deep research, and built high-performing distribution channels to engage audiences across industries like fintech and trucking.

[Watch the replay]

4 Insights from John’s Data-Driven Content Strategy:

1. Niche Over Noise: Instead of creating generic content, John’s team dives deep into highly specific micro-cultures—from fintech founders to truck drivers—producing content that directly speaks to their pain points and business challenges.
2. AI-Powered Research = 10X Speed By using AI for competitive analysis and deep market research, TAB Bank cut months of manual research down to just minutes, allowing them to act faster and tailor content more effectively. Open AI's deep research tool has been a huge help on this front.
3. Content Without Distribution is Just a Draft: John’s team partners with niche publishers and micro-influencers to ensure their content reaches the right audience—building trust, credibility, and high-quality pipeline rather than getting distracted by vanity metrics.
4. Measure Content by Its Purpose, Not Just Pipeline: Not all content is about direct conversions. Some pieces are built for awareness and authority, while others are meant to drive high-intent leads. Having clear goals for each content type keeps the strategy focused and measurable.?

“When you show up with real insights, tailored messaging, and a distribution plan, your content does more than educate—it drives revenue.” — John Huntinghouse, VP of Marketing, TAB Bank

[TODAY] Want to turn your webinar program into a revenue engine? Adam Kaiser & Victoria Squire from 6sense are pulling back the curtain on their ABM-driven "Level Up" webinar series—a video game-inspired campaign that:

?? Drove 8,600+ registrations

?? Generated 11,000+ site-wide page views

?? Influenced $Millions in pipeline

Join this Game Changers Masterclass to learn the framework they used to scale impact and get tactical insights you can apply to your own webinar strategy.

[Register here]

NEXT UP ON GAME CHANGERS

[Feb 20th] 2025 CRM Revolution: How to Future-Proof Your Business and Scale Customer Relationships ?? Feat. Bettina Isabelle Berntsen , CMO at SuperOffice

Register here

[Feb 26th] Think Global, Act Local: Scaling Global Enterprise GTM with Local Relevance ?? Feat. Jade McQueen (翡翠) , VP & Managing Director, Media & Entertainment at Box

Register here

[Feb 27th] $0 to $20 Million: Top 5 Tactics for Sustainable Growth??? Feat. Erin May , CMO at User Interviews

Register here

See other upcoming Game Changers sessions, here.

?? Hot on Social

The EU just announced that they'll be investing €200 billion in an attempt to become an AI powerhouse. But what do you think? Can they compete with the U.S. and China?

Cheers!

What's Sequel again?

Sequel.io is a webinar solution that allows you to host webinars and virtual events directly on your website to drive revenue by naturally put them in front of your brand & high-intent CTAs, collect more 1st party data, & engage your audience across the buyer journey. Get a personalized demo to learn more.