Content Amplified

In this episode we interview Kiran Kulkarni, Partner and Head of Growth at Thunderclap, a premium B2B website revamp agency.

What you'll learn in this episode:

• How Kiran transitioned from engineer to marketing leader
• The content channels that generated 80% of Thunderclap’s pipeline
• Why focusing on bottom-of-the-funnel content drives conversions
• How to build trust with “scorecards” and results-driven storytelling
• The anatomy of a lead magnet that reached over 80,000 people
• Kiran’s strategy for repurposing content to maximize ROI
• How to build content that speaks directly to customer pain points
• The framework Thunderclap uses to map content across the funnel

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In this episode we interview Sidharth Iyer, a demand generation leader with over a decade of experience in marketing, from journalism to enterprise growth strategy.

What you'll learn in this episode:

• Why content should start at the bottom of the funnel, not the top
• How to align content creation with measurable pipeline impact
• The power of short-form video explainers in complex B2B sales cycles
• A tactical approach to content repurposing across different buyer stages
• How to operationalize sales enablement with pre-built content assets
• Metrics and methods to prove top-of-funnel content drives revenue
• Practical frameworks for balancing brand and performance content

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In this episode we interview Kellie Cummings, a seasoned communications consultant with deep experience leading comms through crisis—most notably during the 2008 global financial collapse. She now helps organizations strengthen their internal trust through intentional, meaningful communication practices.

What you'll learn in this episode:

• Why trust erodes silently inside companies—and how to detect it
• The neuroscience of trust and how oxytocin plays a role in teamwork
• How psychological safety depends on closing the gap between voice and choice
• Tactical strategies to encourage awe and kindness in remote environments
• How high-trust teams impact brand, content quality, and customer resonance
• The link between segmentation, empathy, and trust-driven marketing

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In this episode we interview Ernesto Aguilar, Executive Director of Radio Programming and Content Innovation Initiatives at KQED in San Francisco.

What you'll learn in this episode:

• Why trust and relevance are the cornerstones of audience engagement
• How public radio builds content around context, not just information
• A simple yet powerful framework for storytelling borrowed from speechwriting legend Marshall Ganz
• How to gather real-time feedback and qualitative data to improve content strategy
• Why consistency in message and presence wins in the long game of attention
• Tactical tips on creating urgency and emotional resonance in your storytelling

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In this episode we interview Lisa Heiss, UX and behavioral design specialist and founder of Uxelerate. Lisa helps SaaS startups build better products by using behavioral design principles grounded in data and strategy.

What you'll learn in this episode:

• The real meaning of behavioral design and how it applies to content marketing
• Why most content fails—not because of what’s said, but how it’s perceived
• Tactical frameworks like the BJ Fogg model that you can apply instantly
• How to reduce friction and increase motivation in your content
• The key difference between describing what you do and showing what it gets people
• Simple strategies to turn complex ideas into compelling, actionable content
• How to design content that leads people naturally to the next step

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In this episode we interview Zane Derbyshire, Content Director at Arosa and a veteran of both South African radio and U.S. brand storytelling. With over 22 years of experience, Zane brings sharp insight into the craft of blending emotional resonance with strategic precision.

What you'll learn in this episode:

• How to harmonize data and creativity to tell unforgettable brand stories
• Why audience empathy and business goals must be balanced from the start
• The dangers of brands leaning too far into either analytics or aesthetics
• Real-world breakdowns of storytelling successes (Spotify, Nike) and failures (Pepsi)
• How Zane approaches storytelling for sensitive topics like aging and care
• Why unicorn marketers—those fluent in both strategy and soul—are the future
• Practical formats that are outperforming today, and how to adapt content by platform
• The #1 storytelling mistake that makes audiences disconnect instantly

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In this episode we interview Cassidy Gaertner, a seasoned marketing leader currently driving strategy in the tech and utility sectors.

What you'll learn in this episode:

• How to transform traditional B2B content into fun, engaging storytelling
• The secret behind turning a boring ebook into an award-winning murder mystery
• Why snackable content beats long-form in today’s market
• Creative ways to make your content more timely and relevant—even in "boring" industries
• Which distribution channels matter now (hint: it's not always your website)
• Why B2B marketers should rethink blog-first strategies
• The

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In this episode we interview Cori Lindsey, Senior Content Manager at InMoment, a global customer experience platform. Cori shares her hard-earned insights from a decade of enterprise content marketing, especially her methods for uncovering, developing, and publishing compelling customer stories.

What you'll learn in this episode:

• How to use the “award submission” strategy to unlock powerful customer stories.
• The art of building trust with enterprise clients without overwhelming them.
• Tactical methods for getting past legal and brand blockers.
• Why offering storytelling options (Gold, Silver, Bronze) leads to more approvals.
• How to work cross-functionally with sales and customer success to surface stories.
• Why starting with podcast interviews can simplify the case study process.
• Practical distribution strategies for B2B content—what works and what doesn’t.
• Cori’s philosophy on leading with value, not vanity, when asking for client participation.

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In this episode we interview Michele Morelli, Head of Marketing and Communications at Foursquare.

What you'll learn in this episode:

• How Foursquare evolved from a consumer app to a geospatial platform powering major brands.
• The three key content funnels every marketer should consider: net new, competitive switch, and upsell/cross-sell.
• Tactical strategies Michele uses to gather feedback directly from sales teams—including Slack channels, call listening, and creative one-on-ones.
• Why aligning content with go-to-market strategies unlocks real impact.
• How to personalize one piece of content across industries, sales stages, and buyer familiarity.
• Michele’s candid take on using AI for content customization—and where human oversight still reigns supreme.

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In this episode we interview Natalie Schibell, Market Strategist at Aetion and former Naval officer turned product marketing powerhouse.

What you'll learn in this episode:

• How military discipline and empathy fuel Natalie's marketing approach
• The three foundational pillars of successful product marketing: strategy, empathy, and execution
• Why product marketers are often the most essential and overlooked voices in a company
• How to conduct meaningful product and competitor research—without a big budget
• A step-by-step framework to transform research into a compelling narrative
• The role of AI in supercharging your content creation and productivity
• Common pitfalls product marketers face and how to avoid them with clarity and precision
• Natalie's journey from the CDC to Forrester and into tech leadership

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