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Human Marketing episodes
- How to Make Human Videos in an AI World with Sam Balter from Wistia
In this episode of Human Marketing, Chris Nelson chats with Sam Balter, Head of Content at Wistia, about how video marketing is evolving and why staying human matters more than ever.
From Sam’s early days at HubSpot and ZoomInfo to leading content at Wistia, this episode covers the rise of remote production, the impact of AI on video workflows, and Wistia’s game-changing AI dubbing feature.
They also unpack key insights from Wistia’s State of Video report, including why short-form engagement is dropping and how to scale trust globally with video.
Connect with Sam Balter on LinkedIn
Follow Wistia on LinkedIn
Visit Wistia's Website
Wisita 2025 State of Video Report
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) - Sam Balter Joins: From HubSpot to Wistia
- (02:30) - Discovering Content by Accident: Sam’s Podcast Breakthrough
- (07:00) - Pandemic Pivots: How Remote Work Changed Video Forever
- (12:30) - Building High-Impact Content Teams in a Hybrid World
- (15:00) - Inside Wistia’s Content Strategy: Webinars, Blogs & More
- (19:00) - Wizards, Guides, and Differentiation: Making Memorable Content
- (22:00) - Product Marketing at Speed: Wistia’s Trimester System
- (25:30) - Key Findings from Wistia’s 2025 State of Video Report
- (30:00) - The Truth About Video Engagement and Short-Form Fatigue
- (33:00) - How AI Is (Really) Being Used in Video Production
- (36:00) - Game-Changer: AI Video Dubbing and Language Localisation
- (45:00) - Final Thoughts: Making Videos That Actually Feel Human
53 min - Landing Pages and Social Selling: How Toni Hopponen Builds Trust at Scale
In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert.
Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows.
From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world.
Connect with Toni Hopponen on LinkedIn
Follow Landing Rabbit on LinkedIn
Visit Landing Rabbit's Website
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) - From DMs to Podcast: Meet Toni Hopponen
- (01:30) - Building Flockler: 13 Years of User-Generated Content Innovation
- (06:14) - Scaling Without a Sales Team: SEO, Content, and Founder Hustle
- (12:00) - Why Founder-Led Sales Doesn’t Scale, and What to Do Instead
- (16:05) - The Flockler Exit: Walking Away and What Came Next
- (23:06) - Landing Rabbit Is Born: From Personal Pain Point to Product Vision
- (28:30) - Humanising Landing Pages: Trust, Design, and Real Stories
- (34:00) - Why Video Testimonials Work, and How to Use Them Right
- (43:37) - Who’s Landing Rabbit For? SaaS Marketers, Agencies & Lean Teams
- (47:30) - Founder-Led Marketing: LinkedIn Strategy, SEO and Warm Conversations
- (54:50) - Trust at Scale: Why Small Teams with Big Hearts Will Win
1 hr 1 min - The Art of Being Seen, Trusted and Remembered with Phil Treagus-Evans
In this episode of Human Marketing, host Chris Nelson sits down with Phil Treagus-Evans, CEO & Co-Founder of Giraffe Social and author of Human First Marketing, to explore how brands can stay trusted and authentic in an world of AI.
They unpack the journey behind Giraffe, why human-first content resonates, and how the EMPATH framework can unlock deeper audience connection.
From navigating AI-generated avatars to building trust through employee-led content, this episode is a practical guide for B2B marketers looking to stand out with real stories and real people.
Perfect for founders, marketers, and creators rethinking what it means to be seen, trusted and remembered in a crowded landscape.
Connect with Phil Treagus-Evans on LinkedInFollow Giraffe Social on LinkedIn
Visit Giraffe Social's Website
Buy Phil's book, 'Human First Marketing' on Amazon
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
- (00:00) - Meet Phil: From Retail to Human First Vision
- (05:26) - Inside Giraffe: What They Do and How They Grew
- (07:13) - The Book Begins: What Inspired Human First Marketing
- (12:14) - Writing the Book: From Idea to Playbook
- (15:57) - Releasing the Book: Reactions, Launch Stress & Impact
- (20:18) - Global Lives: Travel, Remote Work, and Human Connection
- (27:30) - Humanising Brands: From Avatars to Authenticity
- (34:30) - The EMPATH Framework: Real Audience Understanding
- (43:00) - AI in Marketing: Trust, Stock Photos & Synthetic Faces
- (50:20) - Content That Builds Trust: What Brands Should Focus On
- (54:27) - Why Raw Video Wins: Authenticity Over Perfection
1 hr 2 min - Humanising Deep Tech: Juliana Kelly on Content, Cloudsmith & AI
What does it take to humanise a deeply technical B2B product?
In this episode of Human Marketing, Juliana Kelly, VP of Growth Marketing at Cloudsmith and former HubSpot and Recorded Future leader, joins Chris Nelson to break it down.
Juliana shares her journey through demand gen, navigating a pandemic-era pivot, and her strategies for making developer-focused SaaS resonate on a human level.
From building trust with video to leveraging AI without losing soul, this episode is packed with insights for marketers navigating the future of tech, content, and authenticity.
Connect with Juliana Kelly on LinkedIn
Follow Cloudsmith on LinkedIn
Visit Cloudsmith's Website
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) - From HubSpot to Cloudsmith: Meet Juliana Kelly
- (06:14) - Pandemic Pivots and Adapt 2020
- (10:45) - Redefining Demand Gen for a Changing World
- (11:57) - Humanising a Deep-Tech SaaS Product
- (16:34) - Finding Customer Pain Points Internally
- (20:35) - Why B2B Needs Bold Video: Lessons from Wistia
- (26:30) - Authenticity vs AI: How to Stand Out in a Synthetic World
- (32:06) - How to Use AI Right, Without Losing the Human
- (34:39) - The New Metrics: SEO, ChatGPT & LLMs in Marketing
- (35:40) - Stop Talking About Your Product: Real Thought Leadership Strategy
- (38:30) - Building Trust Before the Pitch: Smarter Content Plays
42 min
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.