Bridging the Gap Between B2C Creativity and B2B Effectiveness With Rodrigo Fontes

About Guest

Rodrigo Fontes is the VP of Marketing at QuillBot, a company that develops AI-powered writing and productivity tools to help users create and communicate more effectively. With over 15 years of experience in marketing and consumer tech, Rodrigo has helped scale globally recognized brands and was instrumental in expanding Tinder’s presence across Latin America and leading its global marketing team. Originally from Brazil, Rodrigo’s career has spanned education, telecommunications, online dating, and now generative AI, giving him a unique perspective on both B2B and B2C marketing dynamics.

In this episode…

In today's crowded marketing landscape, many wonder if there’s a way to blend creativity with the effectiveness of business-to-business strategies. Can B2B marketing be as engaging and memorable as its B2C counterparts, or is the approach fundamentally different? What does it take to bridge the gap between these two worlds?

According to Rodrigo Fontes, a seasoned marketing leader, the key is attention. Whether it’s B2B or B2C, the challenge remains the same: how do you capture and keep your target audience’s focus? In his view, the emotional connections that drive B2C success aren't exclusive to consumer products. Professionals, after all, are people too, and they consume media just as actively across platforms like TikTok, LinkedIn, and YouTube. If B2B brands can tap into this dynamic and blend fun with professionalism, they can set themselves apart in a competitive field.

In this episode of the Revenue Engine Podcast, host Alex Gluz is joined by Rodrigo Fontes, VP of Marketing at QuillBot, to discuss the intersection of B2C creativity and B2B effectiveness. They explore the evolving role of AI in marketing, how to grab attention in a noisy market, and why B2B marketers need to experiment more. Rodrigo also shares insights on building brand awareness in the AI space and the importance of educational content.

A glimpse of what you will learn

• [01:17] Rodrigo Fontes’ journey across marketing, from telecom to Tinder  
• [04:47] How AI is revolutionizing content creation and business workflows  
• [12:34] Why app virality works differently for B2B and B2C products  
• [19:43] Strategies for making boring B2B content feel fresh and unique  
• [24:34] Why at least 20% of your marketing budget needs experimentation  
• [27:29] How to stand out in a crowded AI market with demand capture  
• [31:50] Ways influencers and communities can turbocharge customer education

Resources Mentioned in this episode

Quotable Moments

• "The biggest challenge we all face as marketers is how we can get the attention of my target."
• "Once you lock your contract and people start downloading, the retention is higher on the B2B side."
• "We want to position ourselves as someone who is making this engine work better and help you."
• "It's about finding different ways of telling your story because attention is the name of the game."
• "One of the most efficient ways of getting attention is being fun and innovative in your approach."

Action Steps

1. Invest in creative, attention-grabbing campaigns: Capturing your audience’s attention is critical for differentiating your brand in a crowded market.
2. Foster a culture of experimentation: Testing new ideas and approaches can help you discover effective marketing strategies that truly resonate with customers.
3. Leverage data-driven insights for content creation: Using consumer feedback and research ensures your messaging aligns with actual audience needs and preferences.
4. Integrate educational content into marketing efforts: Offering value through educational resources can build trust and authority, making your brand more appealing.
5. Focus on long-term customer retention: Building strong relationships with clients, even after initial engagement, enhances loyalty and drives sustainable growth.

Sponsor for this episode

This episode is brought to you by T.A. Monroe Digital. At T.A. Monroe, we build world class revenue engines for B2B SaaS companies. What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

1. We build highly effective marketing systems and scale their profitably through our demand generation strategies.
2. We think scientifically on how to scale your demand and revenue.
3. We bring decades of experience.

Email us at alex@tamonroe.com or visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.

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