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Human Marketing episodes
- How Ryan James Grew Rocket SaaS to £250K MRR: Niching, Podcasting & Human-First Demand Gen
Ryan James niched so hard he renamed his whole company. It paid off.
Chris Nelson sits down with Ryan James, CEO of Rocket SaaS and host of SaaS Marketing Weekly, to unpack how he went from 8 years of going nowhere as a generalist agency to 100% revenue growth in a single year.
From £120K to £250K MRR, bootstrapped, no external investment.
In this conversation they cover:
🎯 Why niching so hard he "basically started a new company" was the turning point
🎙️ Why your podcast should never have your company name in the title
📅 The exact weekly content flywheel: one podcast → newsletter → 5 LinkedIn posts → ebook → webinar → event
🤝 Personal branding vs company posts on LinkedIn — and why founders should own the sales call as long as possible
🏆 Culture-first hiring: why almost no one leaves Rocket SaaS, and what that means for growth
🤖 Why AI hacks won't save you if your marketing fundamentals are broken
Plus: the animated GIF group photo idea that genuinely might be the best LinkedIn post of 2026.
🎙️ Host: Chris Nelson | Human Video
🏢 Guest: Ryan James, CEO, Rocket SaaS & Host of SaaS Marketing Weekly
🔗 Find Rocket SaaS: https://rocket-saas.io
🔗 SaaS Marketing Weekly podcast: available on all major platforms
🔗 Human Video: https://www.human.video
00:00 Introduction: From SaaS Marketing Weekly Fan to Dublin Meetup to Podcast Guest
02:00 8 Years of Treading Water: The Niche Decision That Changed Everything
10:30 Why Your Podcast Should Never Have Your Company Name In It
16:00 The Weekly Content Flywheel: One Podcast, Every Format
24:00 Personal Brand vs Company Page: Where Founders Should Put Their Energy
30:00 Consultative Selling and the Problem of Scaling Yourself
36:00 Culture-First Hiring: Why Nobody Leaves Rocket SaaS
43:00 2026 Marketing Bets: Stop Chasing Hacks, Fix Your Fundamentals40 min - Ashley Faus on Thought Leadership, Trust & Why Your Customers Can Spot a Fake
Can AI generate your content but not your credibility? Ashley Faus says yes, and she wrote the book on it.
Chris Nelson sits down with Ashley Faus, marketer, author, and Head of Lifecycle Marketing at Atlassian, to unpack what human-centred marketing really means when AI is flooding every feed.
Ashley's book, Human-Centered Marketing: How to Connect with Audiences in the Age of AI, is a rare thing: a genuinely evergreen take on trust, authenticity and thought leadership that doesn't get dated every time a new model drops.
In this conversation they cover:
🧠 The four pillars of thought leadership, and why most companies are only strong on two
🎭 Why you can outsource content creation but never the thinking behind it
⚠️ The two biggest thought leadership pitfalls (ghost-thinking and thinly veiled sales pitches)
🤖 AI avatars, the uncanny valley, and why transparency builds more trust than hiding it
✋ Why "human crafted" is quietly becoming a luxury signal in a world of AI mass production
🔍 What traditional SEO principles tell us about ranking in LLMs, and why chasing hacks misses the point
Plus: why Ashley insists this isn't an AI book at all. It's a human book.
🎙️ Host: Chris Nelson | Human Video
📖 Guest: Ashley Faus, Head of Lifecycle Marketing at Atlassian | Author, Human-Centered Marketing
📚 Get the book: Amazon, Barnes & Noble, or Kogan Page
🔗 Follow Ashley on LinkedIn
🔗 Human Video: https://www.human.video49 min - How ReelFlow turns website visitors into buyers with authentic video
B2B buyers want control, clarity, and human connection.
In this episode, Chris Nelson talks with ReelFlow co-founder Chris Wickson about transforming static, text-heavy websites into interactive, buyer-led experiences using short, authentic video.
Chris shares his founder journey (two exits), the shift in B2B buying behaviour, and why engagement metrics like lower bounce and longer sessions matter more than chasing form-fills.
We dive into smart use cases, homepages, pricing pages, and campaign landing pages and how Real Flow approaches AI avatars with transparency and ethics.
We finish with event strategy and SaaStock Europe plans.
If you market or sell B2B, this is your playbook for building trust at scale.
Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-wickson/ReelFlow on LinkedIn
https://www.linkedin.com/company/reelflow/ReelFlow's Website
https://reelflow.comHosted by Chris Nelson, Founder of Human Video
Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-nelson-human-video/Follow Human Video on LinkedIn
https://www.linkedin.com/company/human-video/
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
https://www.human.video- (00:00) - Welcome to Human Marketing & guest intro
- (01:33) - Chris Wickson’s founder journey and two exits
- (03:54) - What is Real Flow? The B2B buyer shift it solves
- (07:00) - Buyer-enablement vision and early traction on B2B sites
- (10:20) - Smart placements: homepage concierge, pricing help, and campaign landing pages
- (15:18) - Breaking through the noise with personalized video outreach
- (16:17) - The metrics that move: lower bounce, deeper sessions, and rethinking conversion
- (20:26) - Avatars in Real Flow: why add AI and how it’s used
- (30:25) - Ethics & transparency: labelling AI-assisted videos
- (33:11) - From chatbots to conversational AI: answering buyer questions in real time
- (37:25) - Events are back: in-person strategy and SaaStock plans
- (41:59) - Wrap-up and where to learn more about Real Flow
43 min - How Phil Ilic wins on LinkedIn: Thought Leader Ads, Loom Videos & Human Content
LinkedIn is evolving. In this episode, Phil Ilic from Kiin.co breaks down exactly how he grows B2B demand with an authentic, human-first approach.
We dig into what no longer works on LinkedIn (automation blasts, AI slop) and what does: a tight content cadence, warm outbound to engagers, and one killer Loom video that consistently books calls.
Phil explains why Thought Leader Ads outperform company posts, how to boost customer and community posts for powerful social proof, and the three creative buckets, Social Proof, Features/Benefits, and Education, that keep your pipeline warm.
We also talk practicalities: getting your team to post, repurposing winners, and running simple experiments that create original insights.
If you market on LinkedIn, this is your playbook.
Connect with Philip on LinkedIn
https://www.linkedin.com/in/philip-ilic/Follow Kiin.co - LinkedIn Ads Agency on LinkedIn
https://www.linkedin.com/company/kiin-linkedin-ads/Visit Kiin.co - LinkedIn Ads Agency's Website
https://www.kiin.co/
Hosted by Chris Nelson, Founder of Human VideoConnect with Chris on LinkedIn
https://www.linkedin.com/in/chris-nelson-human-video/Follow Human Video on LinkedIn
https://www.linkedin.com/company/human-video/
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
https://www.human.video- (00:00) - Welcome & intro to Phil and Kiin Agency
- (00:35) - How Chris and Phil connected via LinkedIn social selling
- (01:31) - Phil’s LinkedIn journey, experiments & what no longer works
- (03:45) - LinkedIn’s clampdown on automation & AI spam
- (04:25) - Human vs. AI video: authenticity, “no soul” avatars
- (07:54) - The growth system: content cadence + warm outbound
- (12:21) - The Loom play: one deep-dive video that drives calls
- (15:52) - Thought Leader Ads explained (why boost people, not pages)
- (20:09) - Supercharging social proof: boosting other people’s posts
- (22:37) - Creative buckets that convert: Social proof, Features/Benefits, Education
- (31:03) - Getting teams to post: processes, goals & internal encouragement
- (35:31) - Recycling hits & running original experiments for standout content
38 min - Recipes for Demand: Patrick Cumming on thought Leadership, LinkedIn reality, and measurement
Head of Marketing Patrick Cumming (KlientBoost) joins Chris Nelson to unpack how to market a marketing agency and why being your own ICP changes everything.
Patrick lifts the lid on KlientBoost Kitchen, a media-style engine that ships “recipe” playbooks across YouTube, podcasts, newsletters and LinkedIn carousels.
He breaks down thought leadership that links to product, when thought leader ads outperform, and why LinkedIn video needs a new playbook.
Then it gets tactical: fixing content that fails (ego vs relevance), choosing design that performs over pretty, and measuring brand with his “Measurement Trident”, media mix modelling, geo-based lift tests and validation over the right time horizon.
If you care about human-first content that still drives pipeline, this is your blueprint.
- (00:00) - Welcome to Human Marketing + Meet Patrick Cumming
- (00:53) - From Edinburgh to a US Agency: Role, remit & remote life
- (02:51) - What it’s like marketing a marketing company
- (05:41) - Inside “KlientBoost Kitchen” Playbooks as recipes
- (08:31) - Media-network approach: YouTube, podcast, newsletter, carousels
- (10:36) - Thought leadership that moves pipeline (and when to use TL ads)
- (14:34) - LinkedIn video reality check: formats, reach & what still works
- (21:19) - Why most B2B content flops: ego, relevance & actionability
- (27:22) - Design vs performance: the YouTube thumbnail showdown
- (31:00) - Brand vs attribution: educating the CEO & setting horizons
- (38:00) - The “Measurement Trident”: MMM + geo tests + validation
- (42:00) - Where to find Patrick & follow Client Boost Kitchen
44 min - Michelle J. Raymond on LinkedIn’s Algorithm, AI, and Company Pages that Actually Work
LinkedIn strategist and author Michelle J. Raymond joins host Chris Nelson to unpack what’s really working on the platform right now.
Michelle shares her path from B2B sales to building a thriving LinkedIn community, why podcasting drives the most loyal clients, and how to repurpose one recording into newsletters, shorts, and search-friendly YouTube content.
We dig into the recent LinkedIn algorithm shift (lower impressions, higher relevance), what video formats are worth your time, and how to use AI for efficiency without losing your voice.
Michelle also lays out a practical playbook for company pages, the “Power of Two” (brand + person), simple page wins that build trust, and why a live, credible page can tip deals your way.
If you care about human-first content, measurable growth, and protecting brand trust in the AI era, this episode is a keeper.
Connect with Michelle on LinkedIn
Follow B2B Growth Co in LinkedIn
Visit The B2B Growth Co's Website
Hosted by Chris Nelson, Founder of Human Video
Connect with Chris on LinkedIn
Follow Human Video on LinkedIn
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video- (00:00) - Welcome + Michelle’s Backstory: From B2B Sales to LinkedIn Growth
- (02:30) - Building a Niche Community That Sells (Before “Community” Was Cool)
- (05:39) - Why She Podcasts (Even Though She Doesn’t Listen) Loyalty & Leads
- (10:00) - Turn One Recording Into 20+ Assets: Transcripts, Clips, Newsletters
- (14:18) - Beat the “Episode 8” Curse: Solo vs Guests, What Actually Works
- (21:00) - Cracking YouTube: Titles, Thumbnails & Doing It Your Way
- (29:30) - LinkedIn’s Algorithm Shake-Up: Impressions Down, Relevance Up
- (34:02) - Video on LinkedIn: What Works Now (and What Doesn’t)
- (38:43) - Use AI Without Losing Your Voice: Tools vs. Authenticity
- (45:00) - Make Company Pages Win: The “Power of Two” (Person + Brand)
- (49:24) - Red Carpet, Not Ghost Town: Easy Page Wins that Build Trust
- (53:26) - Where to Find Michelle + Newsletter to Track LinkedIn Changes
56 min - Be Positively Lovely: Joe Glover on Community, Live Content, and Using AI Without Losing Trust
Joe Glover, founder of The Marketing Meetup, joins Chris Nelson to unpack how a fear of traditional networking became a global community of 250,000 marketers.
Joe shares the story behind TMM’s “be positively lovely” ethos, why in-person events are resurging, and how webinars and podcasts extend education and reach.
We dive into practical live-stream tactics (chat culture, global audience, repurposing), the shift to a podcast-first thread for higher-quality social clips, and where AI helps (translation, smart inserts) versus hurts (avatars and fake podcasts that damage trust).
If you care about building community, humanising your brand, and using AI thoughtfully, this conversation is a playbook for modern B2B marketers.
Connect with Joe Glover on LinkedIn
Follow The Marketing Meetup on LinkedIn
Visit The Marketing Meetup's Website
Hosted by Chris Nelson, Founder of Human Video
Connect with Chris on LinkedIn
Follow Human Video on LinkedIn
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video- (00:00) - Welcome + why Belfast needs a Marketing Meetup
- (03:37) - The origin story: fear, safe spaces, and “be positively lovely”
- (05:49) - Side project to full-time; the COVID pivot to webinars
- (06:59) - From 2.8K to 250K: 50 webinars & 150 in-person events worldwide
- (12:10) - Why in-person is back: serendipity over salesy networking
- (15:32) - Craving human contact vs. WFH: coffee beats another Zoom
- (17:30) - Webinars that teach: chat culture, global reach, real connections
- (21:55) - Podcasting perks: landing big guests (hello, Seth Godin)
- (24:52) - Repurpose vs. podcast-first: a new content thread and social-first clips
- (34:46) - AI in video: helpful tools vs. hype (use cases that actually add value)
- (44:13) - When AI breaks trust: avatars, fake podcasts, and the brand promise
- (50:37) - Where to find TMM & wrap-up
52 min - Andy Hill on Building Brands, Beating AI Slop, and Humanising Content
What does it take to win on LinkedIn in 2025? Andy Hill, Managing Director of Dokoo Digital, joins Chris Nelson to reveal how personal branding, company pages, and thought leader ads are reshaping B2B marketing.
From building a digital agency in a recession to navigating algorithm changes, AI-generated slop, and the rise of authentic content, Andy shares practical, human-first strategies for creating trust, driving sales, and future-proofing your brand on LinkedIn and beyond.
Connect with Andy Hill on LinkedInFollow Dokoo Digital on LinkedIn
Visit Dokoo Digital's Website
Hosted by Chris Nelson, Founder of Human Video
Connect with Chris on LinkedIn
Follow Human Video on LinkedIn
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
Learn more at Human Video's Website- (00:01) - Meet Andy Hill: The Accidental Start of a Digital Agency
- (04:30) - How LinkedIn Built Dokoo Digital and Still Drives 75% of Sales
- (07:00) - Why LinkedIn Is Now Everyone’s Job, Not Just Marketing’s
- (09:30) - The Double-Edged Sword of Personal Brands Inside Companies
- (12:30) - Company Pages: Are They Dead or Just Misunderstood?
- (17:00) - How to Humanise a Brand on LinkedIn (and Attract Talent)
- (22:30) - Thought Leader Ads vs. Company Pages: What Really Works
- (27:30) - The Paid Reach Dilemma: When Algorithms Change Overnight
- (29:00) - Lessons from Darren McKee’s Social Selling Cohort
- (33:00) - AI vs Human Content: Why Authentic Posts Still Win
- (39:30) - The Power of Podcasting for Long-Term Trust and Brand Building
- (46:00) - Creating Content That Outlives You: Human Connections at Scale
- (50:30) - Final Thoughts: Future-Proofing Your Brand on LinkedIn
52 min - Scaling Trust in B2B: Laura Erdem on LinkedIn, Attribution, and Keeping Content Human
What happens when sales, marketing, and authenticity collide?
In this episode, Dreamdata’s Laura Erdem joins Chris Nelson to unpack why LinkedIn is crushing Google for B2B, how she built a powerful personal brand without a plan, and why Dreamdata’s podcast is a secret growth machine.
From attribution benchmarks to thought leader ads, and even AI-generated episodes, Laura shares bold insights on building human-first marketing in a noisy, AI-driven world.
Connect with Laura Erdem on LinkedInFollow Dreamdata on LinkedIn
Visit Dreamdata's Website
Subscribe to the 'Attributed' podcast on YouTube
Hosted by Chris Nelson, Founder of Human VideoConnect with Chris on LinkedIn
Follow Human Video on LinkedIn
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human VideoLearn more at Human Video's Website
- (00:01) - Moving to New York for Sales Mastery & Dreamdata's Growth
- (04:30) - What Dreamdata Actually Does, and Why Marketers Love It
- (07:00) - Why LinkedIn Beats Google for B2B Marketing ROI
- (12:30) - The Unplanned Personal Brand That Changed Everything
- (17:00) - LinkedIn Content Strategy: Metrics, Culture & AI Tools
- (19:50) - The Rise of Video on LinkedIn: Formats, Features, and Tactics
- (25:00) - Thought Leader Ads: The New Era of LinkedIn Influence
- (28:30) - Attributed Podcast: From Internal Experiments to Content Engine
- (34:00) - How Dreamdata Turns a Podcast into a Sales & Brand Powerhouse
- (38:30) - The Controversial AI-Generated Episode, And Why They Tried It
- (45:00) - Human Creativity vs. AI Outputs: What Really Builds Trust
50 min - Funny, Human, and Effective: Chris Bogue on Using Video to Sell Without Selling Out
Chris Bogue joins Chris Nelson on Human Marketing to unpack the real power of video in sales, content, and comedy.
From Second City improv to viral LinkedIn skits, Chris shares how he helps brands and sales pros connect through pattern-breaking video.
They dive into scripting with soul, the limitations of AI tools, and how to craft video DMs that actually get replies.
Plus, why human imperfections, not cinematic polish, are what drive connection in the feed.
Connect with Chris Bogue on LinkedIn
Chris' Free Pattern Breaker Course
Hosted by Chris Nelson, Founder of Human Video
Connect with Chris on LinkedIn
Follow Human Video on LinkedIn
Video Podcast Remotely Developed, Produced, Edited & Distributed by Human VideoLearn more at Human Video's Website
- (00:01) - Meet Chris Bogue: From Improv Stages to Video Strategy
- (03:00) - Accidental LinkedIn Stardom & Video Prospecting Breakthrough
- (08:30) - Scaling with Courses: Selling on Video & The Pattern Breaker
- (13:05) - Serious People Still Laugh: Entertainment in B2B Content
- (19:00) - Inbox vs Feed: Why Your Sales Videos Shouldn’t Be Weird
- (22:44) - Is AI Ruining Video? Authenticity vs Perfection in the Feed
- (28:30) - Why Human Connection Beats Perfect Production Every Time
- (34:00) - Fighting ChatGPT: Creative Control in the Age of AI
- (39:00) - Crafting Better Scripts & The Power of Point of View
- (45:00) - The LinkedIn Video Shift: What Works (and What Doesn’t)
- (49:00) - Sending Great Video DMs: Tactics That Actually Work
- (55:30) - The Sales Funnel and Where Video Really Belongs
1 hr
About Human Marketing
From the publisher's feed
Chris Nelson, Founder of Human Video, chats weekly to global marketing leaders about how, in an age of AI, we can humanize B2B marketing.
Even in the B2B marketing world 'people buy from people' and including real authentic human content in your strategy has never been more important.
Topics discussed include, founder-led branding, thought leadership, social proof, humanizing your brand, marketing to the the 95% and how to get your audience to know, like and trust you.