Building trust starts long before the first sales call.

In this episode of Straight to Voicemail, Rachel Elsts Downey connects with Selma Chauvin, Chief Revenue Officer at Agorapulse, to explore why content is the most valuable lever a CRO can invest in. Drawing from her experience leading global revenue teams, Selma shares how trust, education, and connection drive acquisition, retention, and expansion in modern B2B sales.

In this episode, you’ll learn:

• Why content alignment between marketing and sales improves deal quality
• How education-based content builds trust before the first conversation
• Why scalable content can outperform headcount growth

Jump into the conversation:

(00:00) Why we wanted to talk to Selma Chauvin

(01:07) Why content is the most important lever for a CRO

(01:42) How cultural differences shape the buying journey

(02:12) Building trust before sales even begin

(02:23) Aligning content with the sales message

(02:36) How content drives retention and expansion

(02:50) Selling to marketers who see through surface-level content

(03:19) The scalability advantage of strong content

(03:40) Final thoughts from Selma Chauvin

Listen to the full episode to learn how content creates connection, scales trust, and drives sustainable revenue growth.

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.