Called to Action

Are your video marketing strategies keeping up with the latest B2B trends?

For years, we treated YouTube as the ultimate destination for B2B video. But the data from Wistia’s 2026 State of Video Report shows that B2B buyers have moved, and their headspace has shifted. If you want real results, you have to meet your audience where they are already in "work mode

In this episode of Call to Action, hosts Janet Mesh and Tucker Delaney-Wynn of Aimta chat with Sam Balter and Meg D'Alessandro from Wistia to unpack the data and actionable takeaways from the report and much more. 

In this episode, you will learn:

• LinkedIn's video dominance: Why LinkedIn has officially become the #1 video channel for B2B marketers, beating out YouTube for content sharing, organic discovery, and highly targeted paid ads

  
  

• The production vs. promotion gap: A breakdown of why marketing teams spend significantly more time on creation (57%) than promotion (20%), and how AI can help streamline your post-production distribution workflows

  
  

• The webinar engagement boom continues: Why search interest in webinars has tripled since 2020 and how this format continues to achieve unmatched engagement rates

  
  

• The video-first content flywheel: Why starting campaigns with video makes downstream writing (like blogs) much easier, and how you can build confidence by testing low-stakes video updates internally

Tune in to the full episode to learn how to build a high-performing video-first flywheel, align marketing with sales through webinar engagement signals, and double your website conversions with on-page video content. 

Sam Balter is Head of Content at Wistia, where he leads the team behind Wistia's blog, webinars, guides, and the annual State of Video report. He's spent his career in B2B helping brands make content that earns attention.

Meg Dalessandro is a Content Producer at Wistia, where she creates research, educational content, and video strategies that help marketers make better use of video. She works closely on Wistia’s annual State of Video Report and turns industry trends and performance data into practical advice for modern marketing teams. She’s also a firm believer that a few bad ideas are usually the fastest way to find a good one.

Resources shared in the episode: 

📺Wistia's State of Video Report + Webinar 

🧠 Submit a bad idea to Meg here! 

🤳 Called To Action episode on LinkedIn algorithm changes: https://youtu.be/BQq0LYcj35E?si=auxMrLgOQdyFznsv 

In this episode of Called to Action, Janet and Tucker break down exactly how this massive shift changes B2B brand visibility and what you need to do to stay in the game on LinkedIn, within AI chat, and the internet as a whole. 

In this episode, you will learn:

✔️How LinkedIn’s 360Brew algorithm moves beyond hashtags, promotional posts, and virality to semantically understand the context and actual meaning behind your posts.

✔️Why LinkedIn now cross-references your posts with your profile's headline and work history, and why a mismatch will suppress your reach

The new engagement metrics that actually matter, such as dwell time, saves, and sends.

✔️A proven "1-2-3 combo" content strategy utilizing specific post types and LinkedIn features for high-performing content (and what is working best for Aimtal’s clients).

✔️How LinkedIn has become the number two cited source for AI search engines like ChatGPT, and how to optimize your long-form content for Answer Engine Optimization (AEO)

✔️The exact reporting strategies that will prove your LinkedIn strategy’s impact on pipeline & revenue.

It is no longer just about winning the LinkedIn feed; it is about Answer Engine Optimization (AEO) and becoming the cited authority in the zero-click search era.

Watch the full episode to discover the actionable tactics for upgrading and aligning your LinkedIn strategy.

Brand marketing is making its highly anticipated comeback.  

In this episode of Called To Action, VP of Marketing at Outshift by Cisco, Leah Ryder, joins us to reveal how to construct undeniable brand authority and build category-defining campaigns in today's crowded B2B market.

If you’re struggling to prove the ROI of brand marketing within your company or are currently in the process of a rebrand at your company, Leah, Janet, and Tucker share the real data and actionable frameworks in this episode on: 

📊 New 2026 data shows brand awareness campaigns are now delivering the highest marketing ROI for companies

🤝 How to effectively build trust with the 95% of your future buyers

🔬 The anatomy of a successful rebrand, featuring behind-the-scenes secrets from Trello’s integration into the Atlassian portfolio and the creation & rebrand for Outshift by Cisco

⚙️ How Outshift uses rapid AI-augmented A/B testing and approaches category creation (like the "Internet of Agents") 

📣 Why supplementing traditional brand ads with employee-driven thought leadership skyrockets engagement, reach, and brand authority

Watch the full episode to discover actionable frameworks for creating and scaling your brand—whether you are a budding startup or working within a massive enterprise.

And stick around until the end to hear our hosts and guest share three specific "calls to action" you can implement immediately to transform your brand's foundation, messaging, and thought leadership strategy.

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Leah Ryder is a seasoned brand builder and content marketing strategist who currently serves as the VP Head of Marketing at OutShift by Cisco. Leah is the creative force behind the OutShift name itself and has built the brand's comprehensive marketing engine—including its category creation strategy, website, blog, and social channels—entirely from the ground up. 

Prior to her role at Cisco, Leah spent eight years at Trello, guiding the brand from its startup days through its acquisition by Atlassian. During her tenure, she eventually became the Head of Marketing, where she led the full marketing strategy and spearheaded Trello's post-acquisition rebrand to integrate it into the Atlassian portfolio while maintaining its beloved identity. 

Throughout her career, which also includes freelance brand-building for smaller companies, Leah has championed a strategy that prioritizes authentic messaging and deep alignment with a company's core mission, vision, and culture. She approaches brand building like a "detective," uncovering the true ethos of a team and their products to create compelling, human-centric narratives that resonate across both scrappy startups and massive enterprise environments. 

AI search is reshaping how buyers discover brands. But is organic traffic really on the decline — or just evolving?

In this episode of Called to Action, Guy Yalif, Chief Evangelist at Webflow, explains how to transition your website infrastructure and content marketing strategy from SEO to Answer Engine Optimization (AEO) to capture high-intent traffic from AI platforms. 

In this episode, you’ll get the real data and actionable tactics on:

🔄 The shift from SEO to AEO - Why traditional organic search is declining while AI-driven traffic from LLMs is rapidly growing and resulting in higher quality lead conversions. 

🦾 Webflow’s AEO framework - Understand the specific frameworks Webflow has put in place, shifting the focus from keyword clusters to "clusters of questions" to better serve AI answer engines.

🏗️ Website architecture and optimizations —  Learn to prioritize site structures and technical optimizations—such as Schema markup, H-tag hierarchy, and FAQs—that effectively reach both humans and bots.

📊 How to track AI mentions and LLM visibility — Discover effective ways to measure success, such as tracking "share of voice" in AI responses and using specialized tools to monitor brand sentiment within LLM syntheses.

✍️ High-quality content – Why you must continue creating authoritative, human-led content across digital channels, as LLMs prioritize fresh, deeply researched data to generate their answers.

The marketing landscape is changing faster than ever, and those who don't adapt to Answer Engine Optimization risk losing their voice in the age of AI. 

Listen to the full episode to move past the fear-mongering and gain a practical, technical roadmap that will help your brand become the primary answer for your customers' most important questions.

💬 View Aimtal’s AEO services: https://www.aimtal.com/service/answer... 

👉 Analyze the AEO maturity of your website with Webflow’s free assessment: https://webflow.com/feature/aeo  

#CalledToAction #AEO #B2BMarketing #Webflow #AISearch

In this episode of Called To Action, Aimtal's CEO, Janet Mesh, and Director of Marketing Services, Tucker, dive into the hidden dynamics shaping B2B buying behavior, including why 95% of your total addressable market isn’t ready to buy yet, but is already forming opinions about your brand.

They unpack learnings from the B2B Marketing Forum in Boston and discuss how marketers can move from defense to offense by reframing brand, visibility, and thought leadership as strategic drivers of future revenue — not optional “awareness tactics.”

In this episode, you’ll learn how to: 

 🤝 Shift your strategy to meet buyers long before they talk to sales

 🤑 Communicate marketing’s impact in CFO-friendly language

 🗣️ Build a thought leadership engine for your company

🔎 Leverage the changes of AI search to make your brand more visible 

📈Connect engagement data directly to sales conversations and revenue influence

👀 Build visibility and engagement with your target accounts

Tune in to learn these marketing trends and predictions and subscribe now to never miss an episode! 

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💬 Connect with Aimtal:

YouTube:    / @aimtal   

LinkedIn:   / aimtal   

Instagram:   / aimtal_co   

Website: https://www.aimtal.com/services 

💌Subscribe to Aimtal’s monthly email newsletter here: https://www.aimtal.com/newsletter

Janet and Tucker share a recap of the HubSpot INBOUND 2025 conference, sharing honest opinions and observations about the conference itself, announcements shared by HubSpot, and the overall future of marketing. They also analyze HubSpot’s new Loop Marketing playbook, defining it as a critical framework for growth in the AI era.

In this episode, you’ll get actionable insights on:

♾️ Analysis of HubSpot’s Loop Marketing framework: The four stages—Express, Tailor, Amplify, and Evolve—are explored as a guide for strategic iteration.

🙅🏻‍♀️ The continued shift to zero-click content: Marketers must prioritize showing up on social media, video, and LLMs, as half of all searches no longer result in a website click.

🚮 The danger of "AI Slop": Why a weak foundation will lead to AI broadcasting that weakness at scale, emphasizing that quality content is still king.

⚙️ Operational challenges in organizations: The persistent problem of silos and the struggle to bridge marketing strategy to execution and operations. 

Listen to the full episode now to understand the foundational strategies for preparing for the AI era and avoid common pitfalls for ensuring your marketing program is future-proof.

🔗 Links to resources in this episode: 

HubSpot Loop Marketing: https://www.hubspot.com/loop-marketing

HubSpot INBOUND Spotlight: https://www.hubspot.com/spotlight

Gartner Report: https://www.gartner.com/en/marketing/...

Aimtal’s HubSpot marketing services: https://www.aimtal.com/service/revops... 

💬 Connect with Aimtal:

LinkedIn:   / aimtal   

Instagram:   / aimtal_co   

Blog: https://www.aimtal.com/blog 

💌Subscribe to Aimtal’s monthly email newsletter here: https://www.aimtal.com/newsletter

In this milestone 10th episode of Called to Action, Janet Mesh, host & CEO of the show, and Tucker Delaney-Winn, co-host and Growth Marketing Lead at Aimtal, dive deep to discuss and reveal the importance of thought leadership content in B2B marketing and how to achieve AI authority ranking online. 

High-quality thought leadership is a powerful approach to engage hidden buyers in B2B buying committees —  folks who actively seek content that offers fresh insights and challenges assumptions, often more so than traditional marketing materials. It’s important that the content is delivered in a human, approachable, and visually engaging format. AI-powered "answer engines" also prioritize human authority and diverse content distribution across multiple channels.

In this episode, you’ll get actionable insights on:

🕵🏼‍♂️ The hidden buyers in your B2B buying cycle: Learn about the often-overlooked internal stakeholders (finance, legal, procurement) who significantly influence B2B purchasing decisions, with 55% using thought leadership for vetting. 

🧠 The power of quality thought leadership: High-quality thought leadership is proven to be more effective than traditional marketing or product information in influencing B2B leaders

🤳🏾 The most optimal content formats to create: Prioritize quick, bite-sized, human-toned content, especially video, which is 3x more likely to be cited in Google AI overviews and drives 1200% higher engagement

🎯 How to position your content for AIO and LLMO ranking: Master the E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) and learn why you need to distribute content across multiple trusted channels (LinkedIn, YouTube, Reddit) in order to fuel Large Language Models (LLMs) and enhance brand visibility

💬 Connect with Aimtal on social media:

➡️ LinkedIn:   / 11839247   

➡️ Instagram:   / aimtal_co   

➡️ Blog: https://www.aimtal.com/blog

In this episode of Called to Action, Aimtal’s CEO Janet Mesh and co-host Tucker sit down with LinkedIn Ads expert AJ Wilcox — founder of B2Linked and host of the LinkedIn Ads Show podcast. Together, they unveil a powerhouse of strategies to supercharge your LinkedIn advertising efforts.
Whether you’re looking to build brand awareness, influence a growing B2B buying committee, or level up your thought leadership game, this episode has something for every marketer looking to make an impact.
What you’ll learn in this episode:
✔️ The proven 3-stage LinkedIn Ads funnel that turns impressions into pipeline
✔️ How to win over today’s complex B2B buying committees with tailored ad strategies
✔️ Why thought leadership isn’t optional and how to balance personal and brand content
✔️ Real-world ad performance insights from campaigns with Cisco’s Outshift
✔️ Tips for building trust, staying top-of-mind, and aligning paid and organic efforts

📝 LinkedIn Study: Building Brand Trust in an Era of Innovation: https://business.linkedin.com/marketi...
🚨 Bonus: AJ and Tucker sip on three of AJ’s favorite root beers throughout the episode. Grab a bottle and play along!

💬 Connect with Aimtal on social media: ➡️ LinkedIn:   / aimtal  ➡️ Instagram:   / aimtal_co  ➡️ Blog: https://www.aimtal.com/blog
💬 Connect with AJ Wilcox: ➡️ LinkedIn:   / wilcoxaj  ➡️ Website: https://b2linked.com/ 

In this episode of Called To Action, Aimtal’s CEO Janet Mesh and co-host Tucker dive into one of the most underrated and high-impact strategies for increasing visibility and driving awareness: fully integrated customer marketing campaigns.

They break down how customer stories can serve as the anchor for omnichannel campaigns and walk through a real-life example of how Aimtal helped a client tell its story with a top customer to stand out in the competitive ServiceNow ecosystem.

What will you learn in this episode of Called To Action? 

✔️ Why customer stories build trust and accelerate decision-making

 ✔️ How to repurpose a single story into a full-funnel, multichannel campaign

 ✔️ Tips for running a customer webinar that becomes your marketing engine

 ✔️ What to do if you don’t have customer stories yet

 ✔️ How thought leadership from your customers and team boosts visibility

Whether you're starting from scratch or looking to optimize your existing campaigns, this episode gives you a roadmap for turning customer proof into a repeatable engine for growth.

💬 Connect with us on social media:

➡️ LinkedIn:   / 11839247   

➡️ Instagram:   / aimtal_co   

➡️ Blog: https://www.aimtal.com/blog 

#B2BMarketing #CustomerMarketing #MarketingStrategy #ContentMarketing #CustomerStories

When it comes to brand messaging, a simple list of value propositions isn’t enough anymore—your messaging needs to speak directly to what your target audience cares about such as their values, emotions, and pain points.

In this episode of Called To Action, Aimtal’s CEO, Janet Mesh, and co-host, Tucker, break down the essentials of effective brand messaging, brand values, and overall brand positioning and how important this foundation is to establishing trust with your audience. 

What will you learn in this episode of Called To Action?

✔️ Why brand trust is at an all-time low & how to fix it

✔️The impact of cultural and economic shifts on consumer behavior

✔️How to create emotionally compelling brand messaging

✔️ The fine line between AI-powered personalization and losing human connection

✔️Aimtal’s proven methodology for creating powerful messaging frameworks

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Don’t miss this insightful discussion filled with actionable advice to stay ahead of the curve in the ever-changing world of B2B marketing.

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💬 Connect with us on social media:

➡️ Website: https://www.aimtal.com/

➡️ LinkedIn: https://www.linkedin.com/company/11839247/

➡️ Instagram:  https://www.instagram.com/aimtal_co/

➡️ Blog: https://www.aimtal.com/blog