Best Story Wins

Your biggest competitive advantage in B2B isn't your product; it's the story that people tell themselves about your company. Today's winning brands shape the story by balancing giving people the content they want while never resting on their laurels. In this episode, Obaid Durrani, of Clay, shares his vision for what this means and gives examples of how he's pushing boundaries and reimagining what b2b content can and should be, which is helping to drive Clay's rapid growth and recent ascension to unicorn status. We also explore:How to turn dry product features into captivating narratives.The formula behind Clay's viral Matrix-inspired campaign.What most brand leaders are still getting wrong about influencer marketing.Why building "conceptual content" is the future of B2B marketing.And much more. 

It’s smart, it’s fun, and it might just change how you think about content. In today’s noisy digital world, Autodesk knows how to stand out: by telling stories that truly matter.In this episode, Andrew Gori takes us behind the scenes of Autodesk’s human-centric content strategy, showing how his team connects with audiences in the construction industry. From his journey as an aspiring journalist to leading bold content strategies at Autodesk, Andrew shares how creativity and strategy come together to rise above the digital noise.We also discuss: AI's impact on content discoverability, the challenges of AI-driven search results, and ongoing strategy experiments.Adapting marketing strategies to become a top content destination and build a loyal audience of "1000 true fans."Autodesk's upcoming global research project revealing groundbreaking insights into the construction industry.

The more you post, the less your audience cares. With brands trapped in an endless cycle of content production, is the key to standing out doing less?In this episode, Nate Skinner, Head of Brand Creative Strategy at Squarespace, shares his insights on breaking free from the "always-on" trap. He explores how Squarespace integrates bold creativity with meaningful storytelling, why personal branding is changing the B2B industry, and how AI and curated design are paving the way for successful marketing. We also explore:The shift from quantity to quality in brand storytelling.Why Super Bowl ads are still the ultimate creative risk—and reward.How Squarespace is redefining social media strategy with creativity and focus.The role of AI in crafting high-impact campaigns.How personal branding intersects with corporate identity to drive trust.

The biggest mistake B2B marketers make today is prioritizing metrics over creativity. Brands that play it safe and shy away from bold risks are destined to fade into the background. In this episode, we are joined by Kyle Lacy, CMO of Jellyfish, as he shares actionable insights on how to pair creativity with strategic alignment to drive both brand resonance and measurable success. Kyle also explores the pitfalls of ROI-driven brainstorming and why bold bets like “Cards Against Engineering” create lasting impressions. Kyle also discusses the evolving role of B2B marketers, revealing how storytelling, good taste, and daring choices are critical to standing out in a crowded market.We also discuss:- Why creativity without risk is just noise—and how to take meaningful risks.- How to balance demand generation with brand-building initiatives.- Why traditional metrics need to be rethought to reduce stifled innovation.- The role of storytelling in winning hearts, minds, and market share.

When the stakes are high, will your brand rise to the challenge—or collapse under the weight of public scrutiny?In today’s episode of Best Story Wins, we’re going global—literally. Our guest, John Onoda of IQ 360, shares how the strongest brands aren’t just built in boardrooms but forged in the heat of crises and opportunities. With a career spanning iconic companies like Levi Strauss and General Motors, John taps into why communication, adaptability, and brand experience are more critical than ever in businesses.We also explore IQ 360’s impactful work, from guiding Hawaii through the pandemic to supporting organizations in the aftermath of the Maui fires. Plus, John unpacks how today’s leaders can stay ahead by embracing influencer-driven narratives, workforce challenges, and the AI revolution.Join us as we discuss:How to harness the power of influencers to amplify your brand’s story.Keeping your workforce inspired and aligned during turbulent times.Why AI and predictive analytics are the ultimate tools for staying ahead.

Great content doesn’t just inform—it inspires, builds, and connects with an audience on a deeper level. In today’s episode, we’re excited to chat with Drue Stinnett, Senior Content Strategist at HubSpot! Drue walks us through her journey, from navigating the post-college job market to landing her dream role at HubSpot during some challenging times. She shares her approach to content strategy, the unique hurdles of B2B marketing, and how she strikes the perfect balance between quality and quantity in content creation.We’ll also explore how Drue and her team are using data to take creative risks and launch innovative projects, all while proving that small, agile teams can make a huge impact in marketing.Join us as we discuss:HubSpot’s ability to use data to drive content decisions, balancing quality and quantity.The guidance HubSpot offers to help users effectively implement technologies like AI.How small, resourceful marketing teams can achieve big impact with innovative strategies.

When everything feels urgent, it’s easy to lose focus. With leaner teams, tighter budgets, and increasing pressure to prove value, many organizations are stuck in a cycle of doing more but achieving less. Could the solution lie in doing less, but better?In this episode, Lindsey Slaby, Founder of Sunday Dinner, shares her bold vision for modern marketing. She dives into the value of building curated communities, like her exclusive 400-member Slack group that sparks collaboration and innovation among top-tier marketers and creatives. Lindsay also explores the strategies for integrating brand and performance efforts, leveraging AI for smarter content creation, and focusing on high-impact initiatives to help organizations achieve more by focusing on less.We also explore:How annual planning can become your business’s ultimate power move.Breaking down the myth of "brand vs. performance" for seamless storytelling.Unlocking high-value opportunities with low and mid-funnel content optimization.Why taste is the modern marketer’s secret weapon.

Your next big marketing move isn’t buried in your paid ads or latest campaign—it’s staring you down in the mirror.In this episode, Adam Robinson, CEO and Founder of RB2B, dives into why personal branding has become a crucial growth lever in B2B. With over 100K LinkedIn followers built around his edutainment approach, Adam shares the strategies and insights that helped him craft a compelling personal brand and grow his businesses.We also discuss:Why the future of B2B marketing is personal, humanized, and authentic.How moving from full-time content creation can drastically impact your brand.The importance of being the “future version” of your ideal client to create content that drives business.Practical tactics for crafting engaging hooks and polarizing content that will boost your brand’s visibility and growth.And much more.

Great marketing is born at the intersection of art and science, where strategy effectively meets creativity.In this episode, we chat with Dan J. Levy, Senior Director of Product Marketing, Content, and Communications at LivePerson, to uncover the sophisticated mechanics behind brand storytelling in conversational AI.Dan shares his expert approach to weaving compelling narratives that resonate deeply with audiences, ensuring messaging aligns seamlessly with customer values. He reveals why LinkedIn remains an unparalleled platform for fostering authentic connections in the B2B space and explains how to leverage emotional intelligence to drive decision-making in a complex market.Join us as we discuss:How ChatGPT can turn one piece of content into multiple formats, simplifying complex products into effective go-to-market strategies.The power of brand storytelling: combining customer research and strategic storytelling to create a compelling, consistent narrative.AI and Human Connection in B2B marketing: how leveraging AI to understand emotional drivers boosts customer engagement and fosters lasting loyalty.

LinkedIn has consistently proven it’s at the top of its game, no matter the economic climate. What’s the secret behind their success?In today’s episode, Santi Pochat, LinkedIn’s VP of Brand Marketing, shares his perspective on investing in brand longevity and authentic storytelling to drive success even in tough times. Santi takes us through his journey—from Argentina’s vibrant advertising scene to leading brand initiatives at global giants like Google and Samsung. He also sheds light on how brands can thrive in a decentralized market and how LinkedIn is evolving into a dynamic hub for continuous career growth.Join us as we discuss:Investing in brand consistency during downturns drives faster recovery and stronger positioning in upturns.Strong brand perception in B2B enhances client engagement, reduces churn, and improves sales efficiency.Decentralizing through employee advocacy and authentic content builds genuine connections with audiences.