Yo! Welcome to the next episode of The Reeder where you get actionable tips and strategies for creating memorable content every Saturday.

Today I’m introducing the 1st edition of Playmakers — breakdowns of certified marketing plays that drive results.

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Exporting, cleaning up, and managing data has become a part-time job.

ZoomInfo MCP closes that gap. It plugs ZoomInfo directly into Claude and ChatGPT, so the AI tools you use all day can pull live data on command.

Three things change:

The export era is over. This is what comes next.

Connect your AI to verified B2B data.

Most research reports peak on launch day.

We spend months collecting data, finding the stories, designing, publishing, and promoting. 

Then two weeks later, it's archived. The team moves on to the next campaign. The data — months of work, hundreds of respondents — is banished to a Google Drive folder where it collects more cobwebs than clicks.

It’s the most expensive and high-stakes PDF in B2B marketing. It’s also the most wasted. 

I've watched this happen at companies that knew better.

Her first assignment?

The Evidence Gap — their flagship research report that surveyed 800+ B2B marketers — had just launched.

On paper, it's the dream scenario for a new content leader. A meaty asset, real proprietary data, and an audience already paying attention. Most content hires spend their first six months begging for something worth publishing. Jillian walked in with the work already done.

But here’s where things get tricky. The research report launched during her final interview — she had zero part in building it.

She didn't live through the research. Didn't sit in the rooms where the story got shaped. Didn't feel which stats landed and which ones the team almost cut. She walked in on day one holding someone else's work, with no internal playbook to follow.

A gift, yes. But not a simple one.

Quick side note: Playmakers is also a YouTube series! You can watch the full breakdown here. Subscribe to get weekly marketing breakdowns and how-tos.

Her one directive from the CEO: "If we don't repurpose this original research for the next year, it's a failure."

Not a target. A warning.

She could have done what most marketers do. Turned the report into a dozen blog posts, a few social posts, and a webinar. 

That's the obvious thing to do.

She resisted the old playbook. Instead…

We certify every submission at Playmakers. And this one is oozing with proof. 

The launch spike hit around 700 submissions in the first month. Then it settled into a long tail that's still running through May 2026, and is currently above 1,500. That’s eighteen months of pull from a single report.

Here's the number that stopped me cold: 72% of those submissions came from new contacts.

Not their existing audience. Strangers. People who had never heard of UserEvidence, finding them for the first time through a report that launched a year and a half ago.

All attributed to Evidence Gap engagement.

And the report didn’t just close deals, it shaped the market. 

 In Gong, 238 calls contain the phrase "evidence gap." 

Prospects and clients saying it back to their sales reps without being asked.

When your market starts using your language, you've won something nobody can buy.

Her first instinct was the old way. Her original plan:

But then she wondered,  "What do I do when those get stale?"

She realized she didn’t need to repurpose the content — she needed to repurpose the data.

Here's her playbook, so you can run this play too:

Step 1: Pull everything from your research — not just what you published.

The report is the highlight reel. The raw data is the goldmine. Jillian went back through all 32 questions from the Evidence Gap survey and pulled everything the editorial team had left out — unused quotes, stats that almost made the cut, findings that didn't fit the final narrative.

If you only upload the PDF, you're giving the bot a fraction of what it could work with.

Step 2: Upload it into your AI tool of choice.

Jillian built hers in ChatGPT. Her entire org has since moved to Claude — so has she. The platform matters less than what you put in it.

Step 3: Set one hard constraint in the prompt.

This is the most important step. Bake this rule in from day one: "Only pull from what I give you. Never go outside this data."

Without it, the bot will hallucinate. It'll pull stats from a competitor's blog, manufacture numbers that sound plausible, and blend in data from the open web. Jillian discovered this in the first version. One sentence fixed it entirely.

Step 4: Before any piece of content goes out, run it through the bot.

Paste the draft. Ask for three or four stats from your dataset that could be naturally inserted. The bot pulls from your research, suggests where they fit, and sometimes drafts the insertion itself. You finesse from there.

That's the core move. Everything else is applying it consistently.

Step 5: Run it across every channel — not just one.

This is where most people leave points on the table. Jillian ran the same bot across five channels at once.

Before each CEO podcast appearance, she ran his talking points through the bot to pull in two or three supporting stats. He showed up with data every time.

For their two weekly blog posts, 80% had an Evidence Gap callback — a stat, a quote, or a backlink to the original report.

She went back through existing nurture email sequences and retrofitted them with relevant data points throughout. Not a rewrite. A targeted injection.

After each report release, the sales team got a new batch of cold email templates with data-backed openers — something specific to lead with instead of a generic cold open.

For video shoots, she asked the bot for five stats tied to that quarter's narrative, then used them to prompt the CEO on camera. The data became his hook.

They're now publishing 20 AEO articles per quarter. Every single one links back to the Evidence Gap.

Jillian recorded a Loom walking through exactly how she built this bot. If you have research you haven't fully activated, watch her Content Concierge GPT Tutorial here.

I asked Jillian: if someone read this and tried to copy the play without talking to you first, what would they get wrong?

Her answer was the best part of our whole conversation.

"They'd try to start with the bot and try to get it to feed them content ideas. That's the mistake."

The bot is not a content strategist. It doesn't know your narrative, your audience, or your KPIs. It won't tell you what to write or where to take your brand. It does exactly one thing well — it injects.

"This is like your pinch hitter that you bring in at the very end," she said. "I've got this solid thing. I need the data to back it up."

You need the strategy first. The channels. The thought leaders. The quarterly narrative. If you open the bot before any of that exists, you're asking it to do something it was never built to do.

Strategy before bot. Every time.

If you've already published original research — or you're planning to — the report isn’t your only asset. The data is.

You could be sitting on millions in revenue and not even know it.

So go find yours. That's what playmakers do.

Last thing…

Hit reply and tell me — what plays do you want me to cover next?

And if you’ve got a play that worked — one with real numbers behind it — I want to hear from you! Submit your play here.

Holler at you next Saturday,
Devin

Pen by Devin Reed​
​Founder, The Reeder​

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