In this episode, we’re joined by Lisen Zethraeus, CMO at Stratsys, to talk about how B2B SaaS companies can turn internal expertise into thought leadership that builds trust and creates demand. Stratsys has grown to 30M+ Euro in ARR, serves 600+ customers across and has built a strong position in areas like compliance, risk management, ESG, and governance.
We discuss how Stratsys puts real subject-matter experts at the center of its go-to-market strategy instead of relying on generic brand messaging. Lisen shares how they use expert-led webinars and studio events, how marketing works closely with sales and product, and why thought leadership only works when the whole company is committed to it.
Here are some of the key questions we address:
- What does thought leadership actually mean, beyond just publishing content?
- How do you identify the right internal experts to become trusted external voices?
- Why do people follow people more than brands, and how do you use that without “building personal brands” at the expense of the company?
- How does Stratsys use studio-style webinars and events to create authority and reach the right audience?
- How should marketing, sales, and product collaborate to create thought leadership that actually resonates?
- What metrics matter most when you want to know whether thought leadership is working?
- How do you keep subject-matter experts visible and relevant between the big event moments?
- How can AI help accelerate thought leadership production without losing authenticity?
🎧 Tune in to hear how Lisen and the Stratsys team have built a repeatable thought leadership engine, one that combines expertise, consistency, and strong collaboration to become a trusted voice in a complex B2B market.
