Brewing Success with Forma: Using Story, Strategy, and Culture to Elevate Marketing

What does it take to craft content that truly connects in today’s crowded B2B landscape? Amanda Verdino, Director of Content Marketing at Forma, shares how a story-first philosophy and culture-driven marketing can transform the impact of your programs.

With over 15 years of experience spanning agency leadership and in-house roles, Amanda breaks down the frameworks she uses to guide her work in this new era of GenAI. She and Matt explore strategies to move beyond transactional content to build and deliver authentic messaging, tying storytelling directly to strategy.

You’ll also hear how Amanda transitioned from the agency world to her role now with Forma, why culture and collaboration are key to high performance, and how content marketers can partner with executives to elevate brand voice. Whether you’re leading content, building brand, or aiming to align teams around marketing’s value, this episode is filled with perspective for modern B2B marketers.

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Guest Bio

Amanda Verdino is a B2B marketing leader with over 15 years of experience driving pipeline and elevating brand narratives. Known for blending creative storytelling with strategic execution, she’s led high-impact content and communications programs for startups, growth-stage companies, and Fortune 500 enterprises. Amanda currently serves as Director of Content Marketing at Forma, where she helps shape the voice of the brand and connect with audiences in meaningful, measurable ways.

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Guest Quotes

“Over the past several years, I’ve tried to carve out moments to define how I really feel about content marketing. What I believe in, not just what deadlines require. That’s where the idea of ‘story, strategy, stuff’ came from. If we don’t know what story we’re telling or why we’re telling it, then no amount of strategy or content will really matter.”

“I had done the agency thing for nearly a decade, and while we did great work, I started to feel like I was missing something deeper like real team culture and long-term ownership. I wanted to go beyond just delivering assets and actually be part of something where I could help shape the story and see it through.”

“We talk a lot about job satisfaction in marketing, but not enough about how it actually affects performance. When you feel seen, when you feel trusted, you don’t just show up, you contribute differently. That’s been my experience at Forma, and I think that’s why our content connects the way it does.”

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Time Stamps 

00:00 Episode start

01:25 Icebreaker

03:00 How Amanda defines herself as a storyteller

09:05 Generative AI’s impact on content marketing

10:50 Why Amanda left agency life for in-house marketing

17:00 Why Forma feels like a dream job

21:25 How talking to customers builds better content

24:20 Connected job satisfaction to individual performance

27:15 Forma’s values and authentic culture

32:00 Growing your CEO’s LinkedIn presence 

36:55 What’s on Tap 

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Links

• Connect with Amanda Verdino on LinkedIn
• Check out Forma
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360