Content Amplified

Most teams treat an event as a one-time moment, measure success by attendance, then move on to planning the next one. In this episode of Content Amplified, Adrienne Collins, who leads the events team at a SaaS company and has spent 13 years in the event space, explains how to turn a single event into months of content that actually drives pipeline. She breaks down the before, during, and after of a real content system: building anticipation and points-of-view content ahead of time, shifting into "capture mode, not execution" on site, then sequencing the footage into short videos, sales enablement, blogs, and thought leadership instead of dumping it all at once. Adrienne shares why her team replaced costly full-video breakout recordings with audio plus transcripts and an on-site testimonial studio at a fourth of the cost, and walks through her capture, package, distribute, and measure framework for aligning content to the buyer journey. If your events end the moment the doors close, this conversation gives you the system to keep them working for months.

About Adrienne

Adrienne Collins lives in Texas, graduated from Texas Tech, and has worked in the event space since graduating, spanning wedding planning, hospitality, sports travel, and private events before moving into corporate events. She has spent the last 13 years at a SaaS company, growing through the ranks and now leading its events team through a recent acquisition and merger. Adrienne believes an event should be one point in a longer process, not the finish line, and that the real measure of an event is the business impact and pipeline it unlocks long after it ends.

Show Notes

- Connect with Adrienne on LinkedIn: https://www.linkedin.com/in/collinsradrienne/

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Most employee advocacy programs fail because they turn employees into parrots, repeating the same product message over and over until no one wants to share anything. In this episode of Content Amplified, Matt Mullan, Director of Social Media at NinjaOne, explains how to fix that by positioning employees as thought leaders instead of megaphones. Matt walks through giving people industry content they actually want to share, using Mad Libs-style suggested copy with guardrails so posts sound human, and motivating adoption by shouting out every organic win across Slack rather than relying on prizes. He gets specific on measurement: why earned media value and potential impressions are made-up numbers, why UTM link tracking is the only honest metric, and why he holds his programs to a 50% monthly usage bar. He also makes the case that LinkedIn comments now out-earn reshares, and shares how his team built an in-house "social ambassador" tiger team to keep conversations going. If you run social and your advocacy program has stalled, this conversation gives you the playbook.

About Matt

Matt Mullan is the Director of Social Media at NinjaOne, an IT operations platform. He has spent roughly 13 years in social media, going back to experimenting with Google Plus and MySpace, and has worked across industries from an international toy manufacturer to HR and payroll software, cybersecurity, and IT management companies. Matt is focused on B2B social media as his day-to-day craft, and he believes the real audience for an advocacy program is not your followers, it is your own employees.

Show Notes

- Connect with Matt on LinkedIn: https://www.linkedin.com/in/mullanmatthew/

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Most sales teams have more enablement material than ever and reps who still freeze on live calls. 

In this episode of Content to Close, Gus Garza, an enablement leader at Yext, explains why the gap between training and revenue readiness comes down to one thing: reps. Gus walks through how he uses Gong calls to diagnose where sellers are actually tripping up, why prescriptive bite-sized learning beats two-hour courses, and how he uses tools like Synthesia avatars and AI role play (plus a free ChatGPT voice-mode GPT) to give reps practice before they practice on customers. He breaks down how to personalize coaching at scale, getting one rep working on discovery while another tightens up the close, and why the reps who refuse to adapt to AI tend to weed themselves out. If you lead an enablement team or own quota and feel like your training program is checking boxes without changing behavior, this conversation gives you a practical model.

About Gus

Gus Garza is an enablement professional at Yext, where he focuses on turning sellers into revenue-ready reps. Gus came up through the Bay Area tech world after a stint in the military working in avionics, paid his dues as an SDR, and moved into closing roles and major accounts before falling into enablement six years ago. He spent time at UserTesting selling into enterprise UX teams, and credits his early SDR hunting instincts and improv background for the way he coaches reps today.

Show Notes

- Connect with Gus on LinkedIn: https://www.linkedin.com/in/gustavogarza/

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Stop cranking stuff out. 

That is the first move John Henkel wants every product marketer to make before they touch another asset. In this episode of Content Amplified, John, who leads product marketing for the AV segment at Netgear, shares how he keeps content tied to a real user and a real purpose instead of a list of specs. John walks through where engineering-led companies drift away from the problem they actually solve, how he uses trade-show conversations and weekly sales-team meetings to validate the user before a piece ships, and the trick of picking up the phone to get integrators invested in feedback so they tell you what is wrong instead of saying "looks great." He also shares the simple spreadsheet audit he is running right now at Netgear, mapping every asset to its audience and desired action so the team can see what to keep, kill, or rebuild. If your content calendar is full but your sales team is not asking for what you ship, this one is for you.

About John

John Henkel leads product marketing for the AV segment of Netgear's business division, where he has spent the last six and a half years bridging the AV and IT worlds. Before Netgear, John spent roughly fifteen years as a video editor making commercials and longer-form content, then moved to the manufacturer side at a series of AV companies, picking up product management, tech writing, and marketing along the way. He describes himself as a marketer who learned the craft from the user side of the equation, which shapes how he thinks about every piece of content his team ships.

Show Notes

- Connect with John on LinkedIn: https://www.linkedin.com/in/henkel/

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Most content doesn't fall apart at the idea stage. It falls apart in the handoff. In this episode of Content Amplified, Leo Kosir, a Chicago-based creative leader with 20-plus years across boutique design firms, full-service ad agencies, pharma, and in-house teams for national retail, lifestyle, and web hosting brands, unpacks what he calls 360 content. Leo explains why directors, editors, stylists, music supervisors, UX, and developers should be in the room at the brief, not after the concept is locked. He shares how to corral too many cooks without losing big ideas (distill to three diverse concepts, not three variants of the same layout), why decision makers belong in early brainstorms so you never hear "let's start over" two months in, and why customer testing should override even a key stakeholder's opinion. If your team is shipping work that feels flat by the time it goes live, this episode tells you where the leak is.

About Leo

Leo Kosir is a Chicago-based creative leader with more than 20 years of experience building brands and leading integrated campaigns. He has worked across boutique design firms, full-service ad agencies, a pharmaceutical agency, and in-house creative teams for national retail, lifestyle, and web hosting brands. His work spans traditional advertising, digital, experiential, and content. Leo believes the best creative work happens when strategy and craft refuse to compromise on each other.

Show Notes

- Connect with Leo on LinkedIn: https://www.linkedin.com/in/leo-kosir/

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For twenty years, marketers chased lowest-common-denominator search traffic by repackaging the same information everyone else was publishing. AI just made that playbook worthless. In this episode of Content Amplified, Stacy Shelley, a 20-year B2B cybersecurity marketing veteran who has led marketing at startups that scaled to hundreds of millions in ARR, explains what marketers should be doing instead. Stacy walks through why generic high-volume content is getting swallowed by AI overviews, why your website's job has narrowed to making an unforgettable impression on people who already know who you are, and why the awareness stage of the funnel now happens in Slack groups, Discords, social feeds, and the communities your audience actually trusts. He also reframes how to measure content success, away from raw traffic and toward ICP-account engagement and pipeline influence. If you are trying to figure out what content marketing looks like after SEO stops carrying the weight, this conversation gives you a clear path forward.

About Stacy

Stacy Shelley has been marketing in B2B cybersecurity for about 20 years, starting in the early 2000s post-antivirus era before security became its own industry. He has led marketing for multiple startups, including some that scaled into the hundreds of millions in ARR and others that had strong early exits. His entire career has been spent marketing to security buyers, an audience he describes as smart, skeptical, and full of trust issues, which means the playbooks that work everywhere else rarely translate.

Show Notes

- Connect with Stacy on LinkedIn: https://www.linkedin.com/in/stacyshelley/

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The old gated-ebook playbook stopped working around 2018, and slapping AI on top of it isn't going to bring it back. In this episode of Content to Close, Matt Zelasko, founder of growth agency Radish and self-described "Tom DeLonge of RevOps," makes the case that most teams are using AI to do the same broken things faster, then blaming AI for the falling engagement that was already happening. Matt walks through why content is saturated, why "intelligence" is the wrong word for what an LLM actually does, and why understanding how the technology works (it's speculating what comes next) is what finally unlocks its real use. He shares his shift from prompt engineering to context engineering ("what else do you need from me?"), why he turned down a client who wanted an AI agent to write case studies but said yes to one who wanted an agent to write RFPs, and how creative people can use AI without losing the ideation work that makes the output good. If you're tired of AI hype and want a sharper view on where it actually belongs in revenue generation, tune in.

About Matt

Matt Zelasko runs Radish, a horizontal growth agency that helps clients "do more rad shit" and take the next step in their growth. He's spent longer than he'd like to admit in the agency, marketing, and RevOps space, and is better known on LinkedIn as "the Tom DeLonge of RevOps." Matt is opinionated, willing to be proven wrong, and believes you can take the work seriously without taking yourself seriously. Before running Radish he worked as a copywriter, and still leans on old-school habits like writing 50 to 100 taglines by hand before reaching for any tool.

Show Notes

- Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthewzelasko/

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The content that actually sells often gets rejected in the first round of brand approval. In this episode of Content Amplified, Chelsea Clark, founder of Momfluence, shares what six years of running creator campaigns for over 500 brands has taught her about the gap between content that performs and content that gets approved. Chelsea explains why influencers are actually terrible at making polished ads, why the "speak to your audience like a friend" line in every brief almost never survives review, and why 80% of influencer-driven revenue never shows up in attribution software. She breaks down how to position creator work as an awareness and content-library play instead of a direct-ROI channel, why campaign-wide promo codes beat per-influencer codes, and the case for retargeting the same audiences with creator content across Meta, TikTok, and email. She also gives a step-by-step zero-to-one playbook for any brand that wants to dip a toe in: find three brands your customer already buys from, mine their tagged content, and gift fifty creators under 10K followers. If you've ever wondered why creator content keeps underperforming in your funnel, this episode names the real problem.

About Chelsea

Chelsea Clark is the founder of Momfluence, a creator platform she has run for the past six years that connects brands with mom creators for content and social campaigns. Momfluence has worked with over 500 brands and roughly 10,000 creators across categories from baby and skincare to tires, mortgages, and services. Chelsea's background isn't traditional marketing, she previously owned a restaurant chain, and she built Momfluence after struggling to find a cost-effective influencer platform focused specifically on moms. She points out that women influence roughly 80% of purchase decisions, which is the demographic bet the whole business is built on.

Show Notes

- Connect with Chelsea on LinkedIn: https://www.linkedin.com/in/chelsea-clark-momfluence/
- Momfluence: https://www.momfluence.co/

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Most brands treat influencer marketing like an ad buy. Hand over some money, get a sponsored post, hope for awareness. In this episode of Content Amplified, Justin Levy, Director of Social Media, Influencer Marketing and Community at Nerdio, breaks down what an actual creator partnership looks like and why so many B2B teams leave pipeline on the table. Justin explains why the "only work with nano influencers" advice misses the point, how to stack a single partnership across LinkedIn, TikTok, newsletters, podcasts, and even internal sales trainings, and the per-creator UTM setup that ties revenue back to individual posts. He walks through how to mine the comments on a sponsored post for live leads, when to bring sales reps into the engagement, and the negotiation levers that actually move price: timeframe, platform count, name image and likeness usage, and minimum boost spend. If you've ever wondered whether B2B influencer marketing can do more than drive impressions, Justin gives you the playbook.

About Justin

Justin Levy is the Director of Social Media, Influencer Marketing, and Community at Nerdio. He brings about 20 years of experience in social media, influencer marketing, and community building, having worked at several Fortune 500 companies and consulted with everything from startups to Fortune 50 household-name brands. Justin has helped companies move from their first social strategy all the way to building influential communities and stables of creators. He is especially passionate about going into organizations and building creator programs where none existed before.

Show Notes

- Connect with Justin on LinkedIn: https://www.linkedin.com/in/justinlevy/

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Personalization is still reactive, and that is why it stopped working. In this episode of Content Amplified, Katie Carroll, VP of Product Strategy at Businessolver, makes the case for moving past variable tags and behavioral triggers into anticipation: helping people before they know what to ask. Katie walks through findings from Businessolver's eighth annual Benefits Insights Report, including the counterintuitive idea that "quiet" (no clicks, no engagement, no support tickets) might be the real success metric, and how an in-house AI hit 91% instant resolution by reading the path a user is already on. She uses concrete examples (an HSA nudge after a pediatrician visit, an auto-enrollment in a prescription management program, a Social Determinants of Health lookup that connects a parent to childcare) to show what anticipation looks like in practice. She also explains why AI SDRs flopped, why marketers have to lean hard into data analytics in 2026, and why the easiest brand to interact with is the one that wins. If you want a practical starting point for building anticipation into your marketing, this one is for you.

About Katie

Katie Carroll is the VP of Product Strategy at Businessolver, a benefits administration tech company that powers the platform employees use to enroll in their benefits. She has spent her whole career in tech, starting on the consumer side at companies like eBay before moving into B2B, which gives her a rare cross-pollinated view of how people actually want to interact with software. Katie sees the healthcare and benefits space as a personal mission, drawing on the universal frustration most Americans have with the system to push her team toward more anticipatory, helpful user experiences.

Show Notes

- Connect with Katie on LinkedIn: https://www.linkedin.com/in/katie--carroll/
- Businessolver Benefits Insights Report: https://businessolver.com/benefits-insights/

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