High-growth B2B companies should implement a structured content motion that includes selecting subject matter experts (SMEs), conducting interviews, creating long-form playbooks, and distributing content through newsletters and social media. This process aims to establish trust and drive customer engagement by providing valuable insights tailored to the ideal customer profile (ICP). Adjustments based on performance metrics will enhance the effectiveness of this content strategy over time.

Customer-facing roadmaps (CFRs) are crucial for B2B product managers and marketers to engage with revenue teams and customers effectively. Unlike traditional roadmaps, CFRs focus on relationship-building, feedback, and strategic alignment, which can enhance customer trust and aid in closing enterprise deals. The article provides insights on creating and operationalizing CFRs, highlighting their differences from internal product roadmaps.

Many B2B companies neglect the critical "middle child" phase of the customer lifecycle, focusing primarily on onboarding and renewal. This period, where engagement typically declines, can lead to lost opportunities and customer churn. To address this, companies should implement strategies such as creating a value roadmap, milestone-triggered communications, and a "second onboarding" experience to maintain engagement and drive growth.