b2b-publishing
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Rob Walling
In this MicroConf keynote, serial SaaS entrepreneur Rob Walling lays out a framework for prioritizing B2B content marketing using Eugene Schwarz's five stages of customer awareness (unaware, problem aware, solution aware, product aware, most aware). Drawing on a costly failed content experiment from his early Drip (velvet mail) days, he argues founders should build content from the bottom of the funnel up, map keyword intent to each stage, and use tools and sales calls to identify where prospects sit. He illustrates each stage with real B2B SaaS companies from the bootstrapper community, showing how versus pages, alternative-to pages, case studies, templates, and compliance content each serve a specific awareness level.
Wiedza i Praktyka (WIP)
Wiedza i Praktyka (WIP) is one of Poland's largest providers of specialist professional information. Founded in Warsaw in 1997, it equips accountants, HR and payroll specialists, occupational-safety officers, healthcare managers, educators, lawyers and public administrators with the practical, up-to-date guidance they need to apply constantly changing regulations. WIP blends print and e-letters, industry web portals, software tools, expert helplines, and the Educado online learning platform, plus open and in-house training through Akademia Wiedza i Praktyka. Since August 2025 it has been wholly owned by Germany's VNR Group.
Pete May
Pete May is President and Co-Founder of Trellis Group (formerly GreenBiz Group), the leading media, events, and peer-network platform for corporate sustainability professionals. In 2006, he and Joel Makower purchased GreenBiz.com and built it from a niche newsletter into a global sustainability intelligence brand with flagship conferences, digital media, and professional communities. Drawing on over two decades of B2B publishing leadership at Primedia, CMP, and Miller Freeman, May brought seasoned media-industry discipline to a space that desperately needed it — transforming green business from fringe conversation to boardroom imperative.