The B2B Content Show

Live streaming isn't just a trend that's going to die.In Ep. 4 of the B2B Content Show, we talk about why live streaming deserves a spot in your B2B content strategy and what separates a good live stream from a bad one. We also get into the current state of LinkedIn and why its longtime creators are starting to check out.More in the episode ⬇️- Why LinkedIn content feels more artificial- How livestreaming builds credibility in B2B- What makes live content more engaging and relatable- The problem with posting more on LinkedInIf you want to build a content strategy that's ready for where B2B is heading, tune in. 🎧#b2bmarketing #livestreaming #contentmarketing #linkedinmarketing #marketingstrategy #b2bcontent--Timestamps: 0:00 - Intro1:26 - The state of LinkedIn right now2:48 - How Muffins with Morgan started6:00 - What makes a live stream actually work9:46 - Live streaming culture and parasocial connection14:31 - Live commerce in China17:15 - Why IRL events are making a comeback22:52 - Niche consistency and showing up on camera27:38 - The LinkedIn grind is getting old30:16 - Goodhart's Law and LinkedIn engagement32:00 - Is LinkedIn still worth it?35:44 - LinkedIn going mainstream39:00 - LinkedIn's video push and ghost views43:44 - Outro

62% of buyers stay with a worse solution and it has nothing to do with price.Drew Giovannoli joins Jake and Ding on Episode 3 to break down how buyers actually make decisions. He's the Chief Product Marketer at Buried Wins, a win-loss research agency where he's done 1,000+ buyer interviews helping B2B revenue teams understand why they're really losing winnable deals.In this episode they talk about why buyers don't switch vendors, what actually closes deals for technical buyers, and what a $50K distribution-first content campaign looks like in practice.They also get into:How case studies help buyers make a decisionWhat buyers expect from a sales repHow to distribute a research reportWhy price isn't the main reason vendors lose dealsWhat win-loss interviews tell you that data can'tIf you're in sales or marketing and keep losing deals, tune in to learn how buyers are really thinking when they say no.  #b2bmarketing #salesstrategy #contentmarketing #marketingstrategy--Timestamps:00:38 Intro + guest Drew Giovannoli01:38 Buyer Truth report overview02:00 Why buyers stick with worse vendors03:43 Sales reps and locus of control04:17 Only 15% of sellers show up prepared04:52 Why ungated content builds more trust05:20 What "prepared" actually looks like to buyers06:21 Shaping buyer perception vs. competitors07:00 Buyer Truth as a piece of B2B content07:41 Buyer Truth campaign distribution strategy09:13 Full $50k campaign cost breakdown10:43 Optimizing podcast clips for social12:12 Using AI to backdoor better hooks13:10 What makes a good research question14:24 Stat quiz #1: AI mandate15:46 AI mandate = more vendor switching16:07 AI doesn't mean cheaper17:28 Stat quiz #2: competitor research18:31 Stat quiz #3: who picked the cheapest software19:33 Why buyers pay more20:14 Buyer enablement story: Ding at Yelp21:26 Case studies for technical buyers22:13 Product trials as the top trust builder23:30 Takeaways from Drew interview24:48 Budgeting for distribution25:49 Why technical buyers are the hardest to sell to26:35 What makes a good case study27:13 SPIN framework applied to case studies30:38 Lead with the problem, not the solution31:34 Hero's journey framework for case studies32:00 Word of the week: Sprezzatura34:00 Outro

If your content isn't reaching the right people, the content probably isn't the problem. You just skipped distribution in the planning stage. In this episode, Jake and Ding sit down with Aditya Vempaty, VP of Marketing at MoEngage, who's been part of the teams that scaled Synthego and Amplitude's revenue and led marketing through Nutanix's IPO, to talk about why the best B2B marketing teams plan distribution before a single piece of content gets made.They also talk about ⬇️Partner and co-creator led distributionThe campaign that got 3,000 leads & $2M+ in pipelineWhere AI helps in B2B marketing AI agents for SEO research and LinkedIn outreachCheckbox marketingIf you want to build campaigns that reach the right people and use AI strategically to free up time on the grunt work, listen up. 🎧--Timestamps:0:00 - Intro2:30 - Why marketing is the hardest job in go-to-market5:00 - How Aditya would cold call today6:30 - Making your audience the hero7:30 - The Adapt or Die campaign10:00 - Why distribution should be planned first13:00 - Partner & influencer enablement15:00 - Co-marketing in action17:30 - Getting your team ready to share19:30 - Sales & marketing alignment21:30 - How AI made the spam problem worse22:30 - How a VP of Marketing uses AI in 202626:00 - Where to use AI for B2B marketing 29:00 - AI agents for SEO research31:00 - AI agents for LinkedIn outreach35:00 - The Rick Rubin Creative Act concept37:30 - The Super Bowl campaign breakdown40:00 - Why the RAMP campaign worked43:00 - Final thoughts#b2bmarketing #contentmarketing #marketingstrategy #demandgeneration #contentdistribution #aiformarketers

LinkedIn is changing, B2B content is getting more competitive, and most companies aren’t ready for what’s coming in 2026.In this first episode of The B2B Content Show, Jake and Ding break down what’s happening in B2B marketing, where content strategy is headed, and what companies should be doing right now to stay ahead on LinkedIn and B2B content.B2B content is evolving fast. Algorithms are shifting, competition is increasing, and the companies that understand how to create high-performing LinkedIn content and B2B marketing content will have a major advantage.In this episode we cover:• What’s new with The B2B Content Show in Season 2• Why B2B content marketing is more competitive than ever in 2026• Where LinkedIn content and LinkedIn marketing are heading• What types of B2B content actually perform today• How companies can adapt their content strategy moving forwardIf you're building a brand, leading marketing, or creating content for a company, this show breaks down what’s happening in B2B marketing, LinkedIn strategy, and content performance.Subscribe for weekly conversations about B2B content strategy, LinkedIn marketing, content distribution, and how companies can create content that drives growth.--0:00 - Intro1:30 - What's changing this season3:00 - EventShark origin story & the new office10:00 - B2B content trends to watch in 202610:30 - Why video testimonials are the #1 content play12:30 - The power of series & episodic content13:45 - Proprietary research as a content strategy16:30 - Live content & speed to publish18:30 - What event content companies should be capturing20:30 - Street interviews & cross-pollinating audiences22:30 - Speaker sessions, photography & fast turnaround24:30 - Using your internal team for event content28:00 - Jargon 101: Hedonic Adaptation

The EventShark Podcast covers all things B2B marketing, LinkedIn, and content creation. We share practical strategies and creative ideas to make your business content more engaging and actually worth watching.In episode 24, we’re joined by Cliff Simon, a longtime GTM and RevOps leader who’s spent nearly two decades building and fixing revenue teams at fast-growing companies. Cliff has worked across sales, marketing, and operations, and recently launched Polaris Ops, a RevOps consultancy.We talk about how teams should think about AI, why it’s better not to rely on social media platforms for growth, and why creating meaningful in-person relationships is more important than worrying about algorithms.We also touch on:What RevOps means in simple termsCreating content for industries people usually call boringWhy events still play a big role in building trustIf you want to grow your business without chasing every new tool and think more clearly about where AI fits in your business, listen to the episode.--Timestamps:0:00 Intro2:26 Polaris’ AI Road Show3:27 What is RevOps?3:39 How is AI changing RevOps?3:56 How does RevOps play a role in GTM?4:03 How are you thinking about content in RevOps?4:20 What’s the biggest fad in AI?6:06 What are some changes AI can bring to RevOps right away?7:07 How Cliff is adding value with his content9:11 Why are events so important in B2B?11:37 LinkedIn strategy for 2026, and how Cliff’s owning his audience 13:15 Cliff’s wood working passion15:14 Cliff has appeared in a lot of content over the years18:04 How to make your content better18:41 What’s wrong with GTM engineering?20:04 How is AI changing the GTM landscape?22:20 Buzzword blitz24:00 Outro--#marketing #marketingpodcast #business #businesspodcast #b2bmarketing #revops #contentmarketing #linkedin #linkedtips #businesstips #gtm #revenueoperations #socialmediamarketing 

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.In episode 23, we’re joined by Arthur Castillo, founder of Modern GTM and currently Head of Community and Customer Marketing at Storylane. Arthur has spent years working across sales, marketing, and customer communities at fast-growing SaaS companies, where he’s seen how buying decisions get made.We talk about how word of mouth builds trust faster than company marketing & plays a bigger role in buying decisions, and why customer voices are still underused by brands.We also discussed: Why buyers listen to peers & not pitchesWhy companies wait too long to involve customersCustomer stories vs. paid influencer contentWhy authentic stories build more trustIf you want to use your customers more effectively instead of leaning only on company marketing, listen up!--Timestamps:0:00 Intro1:52 B2B street interviews pioneer2:35 Arthur is usually ahead of the trends3:10 Influencer marketing meets customer marketing4:43 Dark social5:53 Customer Marketing success story8:42 How to set up customer marketing at your company11:00 Customers are a marketing superpower12:25 B2B video should focus on watch time13:32 The value in having a plethora of testimonials15:22 How to arm your customer advocates with the tools they need17:06 Arthur picks an EventShark hat!#marketing #marketingpodcast #customermarketing #b2bmarketing

Vin Matano, the creative mind behind Creatorbuzz – a B2B influencer marketing agency, shares his secrets to crafting original content that captivates audiences. He discusses how to strategically approach storytelling and emphasizes the importance of starting with a climax in short-form content. Vin reveals his viral LinkedIn hiring post that used quirky props and costumes to maximize engagement. The conversation also touches on the value of behind-the-scenes content and the difference between true creators and mere marketers in the digital landscape.

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.In episode 21 of the podcast, we sit down with Max van den Ingh, Founder & CEO of Unmuted, a modern B2B demand gen agency based in Amsterdam. Max's company has been inbound-only for the last 5 years and we get into how companies can move away from lead chasing and start building long-term demand with content. We cover: -Why many executives still treat marketing like “where are the leads??” -The foundations you need in place before you even worry about “content” -How Unmuted uses their own marketing to attract the right clients -Getting your team to post on LinkedIn without forcing it -Why distribution is non-negotiable, especially for B2B content in 2025If you care about building long-term demand with content instead of chasing MQLs this one is for you. --Timecodes:0:00 Intro1:39 #1 Lesson from Demand gen agency experience3:08 Max’s strategy for helping companies understand what marketing they need4:13 How do you show results from content marketing?6:25 Tips on content distribution in B2B10:53 Favorite piece of content you’ve created?12:24 Why don’t executives understand marketing?15:30 Favorite part of Drive? 16:55 Outro#b2bmarketing #marketingpodcast #contentcreation #businesscontent #videostrategy

Join Ademola Adelakun, founder of A2 Media and a B2B video guru, as he shares insights on what makes B2B videos fail. He discusses the importance of centering the viewer, leading to more engaging content. Ademola introduces his unique 'content spine' approach to streamline video creation for sales effectiveness. He also shares tips for handling client feedback, recognizing red flags, and his preferred editing tools. Plus, discover examples of great B2B content that resonate with audiences!

Tas Bober, a bold voice in LinkedIn content and co-host of Notorious B2B, dives deep into the drawbacks of safety on the platform. She shares how her unfiltered approach has built her personal brand. Tas discusses her new show, The Marketer's Exit, aimed at helping marketers transition to independent roles. She believes personality should triumph over polish in B2B content, emphasizing the importance of human connection in an AI-driven world. The conversation also touches on the growing trend of fractional marketing roles.