Viega is a global manufacturer of piping systems primarily used in plumbing. In recent years, the Viega sales team has been challenged to generate and vet an increased number of leads. While Viega is technically in a B2B environment, there are a variety of decision-makers both on the consumer and business side that their marketing must speak to. As a result, highly specialized messaging must be developed to speak to these audiences and meet them in the right places, whether it be through LinkedIn or their morning podcast.