“Today, the best content is super fun. Don’t be afraid to let your brand freak flag fly,” says Rob Carpenter, Founder of AudienceLed

In this episode of The Content Cocktail Hour, Rob Carpenter, founder of AudienceLed, shares his journey from being a marketing leader to launching AudienceLed, a service helping B2B companies navigate a new era of audience-driven growth. Rob explains the evolution of marketing strategies, the diminishing returns of old playbooks, and why brands must embrace community-led and creator partnerships to build trust and relevance. He also gives practical advice on co-marketing, why fun and authenticity are key to standing out, and the importance of collaboration in today’s visible markets.

In this episode, you’ll learn:

1. What “audience-led growth” means and why it’s vital today
2. How brands can co-create meaningful campaigns with creators
3. Ways to make your marketing fun, engaging, and impactful

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Rob on LinkedIn: https://www.linkedin.com/in/robmcarpenter/

Learn more about AudienceLed: https://www.audienceled.com/

Timestamps:

(00:00) Intro

(01:27) Rob’s journey to founding Audience Led

(05:33) Why traditional marketing playbooks no longer work

(09:40) Audience-led growth: how it works and why it matters

(14:15) Co-marketing and building authentic relationships with creators

(19:51) The power of fun and creativity in marketing

(24:00) Rob’s thoughts on B2B influencer strategies