The B2B Content Show

Your Best B2B Content Isn’t One That Goes Viral

Millennials have the trust and credibility but can't generate demand while Gen Zs have the audience but can't generate revenue from it. . And right now, neither of them knows how to bridge that gap. In this episode, Jake and Ding sit down with Jonny Rose, founder of The Story Club and video coach to 86 B2B founders across the UK and Europe, to talk about why millennials and Gen Zs are stuck on opposite sides of the attention-to-revenue problem, why the US is years ahead of the UK in B2B content, and how the right video strategy can make your sales process a whole lot smoother. They also get into:  * The UK's "no pitching" culture * Why the most unsexy videos are often the most effective * The trust recession and why AI content is making it worse * In-house creators vs agencies * AI's impact on agencies Whether you're struggling to get attention or turn it into revenue in a market that's getting noisier by the day, this episode is packed with insights you can take back to your content strategy and sales process.  Tune in now! #b2bmarketing #b2bcontent #videomarketing #founderledcontent #contentmarketing #contentcreation #b2bpodcast -- Timestamps: 0:00 - Intro 1:38 - UK vs US video marketing 3:37 - Why people keep putting video off 5:26 - Time is a bigger barrier than money 7:43 - Why inbound beats cold outreach 9:37 - How long before you see results? 10:11 - Using video as a sales tool 11:46 - Content that arms your sales team 12:41 - What kinds of videos are a waste? 13:38 - The $100K launch video is dead 16:27 - The worst type of video out there 18:17 - UK vs US — the sales friend zone 22:41 - The generational content gap 25:00 - Attention without a clear offer 26:38 - Having a leaky funnel 28:26 - You need something to actually sell 34:09 - Hiring an in-house creator 37:48 - Why video matters for your business 39:00 - Stop chasing virality 42:08 - Sell the problem before the solution 45:19 - Make B2B boring again 51:05 - Agencies vs awards vs actual results 56:09 - AI is changing the agency game 1:09:38 - People will always come back to people 1:11:24 - Why video case studies > written ones 1:13:27 - Getting video testimonials that land 1:14:08 - Word of the week — Tall Poppy Syndrome

What’s Working on LinkedIn for B2B in 2026

Turns out B2B content CAN go viral ⚠️ In this episode, Tas Bober (founder of The Scroll Lab) & Tim Davidson (founder of B2B Rizz) from the Notorious B2B show join Jake Clare and Ding Zheng for Ep. 5 of the pod. They talk about what it takes to build an engaging B2B show, how to grow on LinkedIn, and get sponsors to fund the show without giving up creative control. They also get into: * Notorious B2B’s viral clip that hit 2.9M impressions on Instagram * How they landed Exit Five as a sponsor without a pitch deck * Navigating sponsor approvals * LinkedIn content formats driving the most growth in 2026 If you're a marketer, a content creator, or just someone trying to build an audience in 2026, this is a must listen! 🎧 -- Timestamps: 0:00 Intro 0:31 Meet the Notorious B2B crew 1:42 What Tim & Tas learned after 53 episodes 2:10 The clip that hit 2.9M impressions 3:07 Why timely content beats evergreen 6:25 Zigging when everyone else zags 7:38 B2B edutainment explained 9:29 Be a content hoe 10:33 Try new content formats 11:27 LinkedIn vs. other platforms for building a show 12:36 Personal brand vs. company page 14:19 How often Tim posts now vs. before 15:14 Staying visible without posting  16:30 How Tas gets business from commenting on posts 17:04 LinkedIn comment impressions are wild 18:49 How the Notorious B2B landed their first sponsor 20:29 Controversial content and sponsor red tape 22:00 Creative autonomy in sponsor contracts 23:38 Repositioning the show without changing it 26:09 Making an engaging remote podcast 28:26 Tas's top content tip right now 29:14 What makes an infographic go viral 31:02 Dwell time on LinkedIn explained 33:46 Connor's B2B content tip 34:56 Tim's LinkedIn video format tip 37:56 Ding's spicy take on the either/or question 39:43 Lock in your foundation before swinging big 40:48 Don't be afraid to fail and repost 41:52 Post consistently and let the data tell you what works 44:34 Wrap-up + outro

State of LinkedIn 2026, Live Streaming, & the Future of B2B Content | ft. Morgan J Ingram

LinkedIn is changing… and what's next for the platform? How do you stay relevant? In this week's episode, we ditched the usual pod format and had an honest conversation on LinkedIn with Morgan J Ingram (194k followers on LinkedIn) and the AMP Social team to talk about the future of LinkedIn and where B2B livestreaming fits in. More in the episode: * Why livestreaming builds credibility in B2B * What makes live content more engaging and relatable * The problem with posting more on LinkedIn * Why IRL events are making a comeback If you want to build a content strategy that's ready for where B2B is heading, tune in. 🎧 #LinkedIn #LinkedInTips #B2BMarketing #Livestreaming #ContentMarketing -- Timestamps:  0:00 - Intro 1:26 - The state of LinkedIn right now 2:48 - How Muffins with Morgan started 6:00 - What makes a live stream actually work 9:46 - Live streaming culture and parasocial connection 14:31 - Live commerce in China 17:15 - Why IRL events are making a comeback 22:52 - Niche consistency and showing up on camera 27:38 - The LinkedIn grind is getting old 30:16 - Goodhart's Law and LinkedIn engagement 32:00 - Is LinkedIn still worth it? 35:44 - LinkedIn going mainstream 39:00 - LinkedIn's video push and ghost views 43:44 - Outro

The Real Reason You’re Not Selling (& how to fix it)

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 decision * What buyers expect from a sales rep * How to distribute a research report * Why price isn't the main reason vendors lose deals * What win-loss interviews tell you that data can't If 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 Giovannoli 01:38 Buyer Truth report overview 02:00 Why buyers stick with worse vendors 03:43 Sales reps and locus of control 04:17 Only 15% of sellers show up prepared 04:52 Why ungated content builds more trust 05:20 What "prepared" actually looks like to buyers 06:21 Shaping buyer perception vs. competitors 07:00 Buyer Truth as a piece of B2B content 07:41 Buyer Truth campaign distribution strategy 09:13 Full $50k campaign cost breakdown 10:43 Optimizing podcast clips for social 12:12 Using AI to backdoor better hooks 13:10 What makes a good research question 14:24 Stat quiz #1: AI mandate 15:46 AI mandate = more vendor switching 16:07 AI doesn't mean cheaper 17:28 Stat quiz #2: competitor research 18:31 Stat quiz #3: who picked the cheapest software 19:33 Why buyers pay more 20:14 Buyer enablement story: Ding at Yelp 21:26 Case studies for technical buyers 22:13 Product trials as the top trust builder 23:30 Takeaways from Drew interview 24:48 Budgeting for distribution 25:49 Why technical buyers are the hardest to sell to 26:35 What makes a good case study 27:13 SPIN framework applied to case studies 30:38 Lead with the problem, not the solution 31:34 Hero's journey framework for case studies 32:00 Word of the week: Sprezzatura 34:00 Outro

The BEST Way To Market Your B2B Content in 2026

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 distribution * The campaign that got 3,000 leads & $2M+ in pipeline * Where AI helps in B2B marketing  * AI agents for SEO research and LinkedIn outreach * Checkbox marketing If 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 - Intro 2:30 - Why marketing is the hardest job in go-to-market 5:00 - How Aditya would cold call today 6:30 - Making your audience the hero 7:30 - The Adapt or Die campaign 10:00 - Why distribution should be planned first 13:00 - Partner & influencer enablement 15:00 - Co-marketing in action 17:30 - Getting your team ready to share 19:30 - Sales & marketing alignment 21:30 - How AI made the spam problem worse 22:30 - How a VP of Marketing uses AI in 2026 26:00 - Where to use AI for B2B marketing  29:00 - AI agents for SEO research 31:00 - AI agents for LinkedIn outreach 35:00 - The Rick Rubin Creative Act concept 37:30 - The Super Bowl campaign breakdown 40:00 - Why the RAMP campaign worked 43:00 - Final thoughts #b2bmarketing #contentmarketing #marketingstrategy #demandgeneration #contentdistribution #aiformarketers