NotJustAds : The Creator Economy for B2B

Patrick Spychalski is the co-founder of The Kiln, the first Clay agency to get acquired.

He joined Clay in 2022, when about 15 people worked out of a Brooklyn apartment, and started building Clay tables for clients after people watched his YouTube videos and asked to hire him.

He explains why he sold to 2X, why the bigger the company the more it needs go-to-market engineers, what he hires for beyond Clay skills, and what still works in outbound: LinkedIn, cold calls and an offer good enough to answer.

Clay's early growth came from agency owners posting about it on LinkedIn, unpaid. Kleos helps B2B brands build that creator motion on purpose.

01:17 What Clay does: a data marketplace and a workflow tool

04:22 From Clay's early marketing team to a Clay agency

08:05 How Clay's creator partnerships started

10:04 Going full time on the agency in December 2023

11:43 Why The Kiln sold to 2X

15:10 Why enterprises need GTM engineers most

16:45 What to hire for beyond Clay skills

20:03 How GTM engineering proves its value

21:36 What still works in outbound

24:07 Where to find Patrick

Follow Patrick Spychalski on Linkedin

The Kiln

Adding AI to your workflow won't solve underlying problems. It simply makes your existing systems move faster for better or worse.

Vikash Koushik Head of Demand Gen at Docket explains why successful AI adoption starts with strong GTM fundamentals, clean data, and a clear understanding of customer problems before adding more tools to the stack.

From evaluating AI products and improving CRM quality to scaling demand generation, attribution, content, and creator partnerships, Vikash shares practical lessons on using AI to support better decision-making rather than replacing strategic thinking.

You'll learn why clean data is the foundation of effective AI, how conversational AI is changing buyer journeys, where AI creates the biggest impact in demand generation, why messaging still matters more than automation, and how to build a GTM strategy that scales alongside AI.

02:01 Why AI amplifies existing processes instead of fixing them

04:56 Evaluating AI-native tools versus legacy software

06:57 Cleaning CRM data before adding AI

10:41 How conversational AI is changing website engagement

12:43 Improving sales qualification with AI agents

14:19 Where conversational AI delivers the most value

16:35 AI-powered experiences for paid media and ABM campaigns

18:53 Turning AI conversations into customer insights

19:41 Demand generation channels that still outperform expectations

21:02 Why webinars continue to work in B2B

22:17 Facebook Ads in modern B2B demand generation

24:56 Communities, newsletters, and trust-driven growth

27:57 Choosing the right B2B creators and partnerships

31:48 Building an authentic LinkedIn presence

39:44 Clay, AI workflows, and smarter GTM operations

50:52 AI tools making the biggest impact today

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Growing an audience is only part of the equation. The real challenge is turning consistent content into a sustainable business.

Tas Bober shares how she's built a creator-led business through LinkedIn, podcasting, strategic brand partnerships, and authentic content that connects with B2B marketers.

From launching podcasts with minimal resources to balancing client work, content creation, and sponsorships, Tas explains why consistency, experimentation, and staying true to your niche matter far more than chasing algorithms or viral moments.

In this episode she shares what makes a successful creator partnerships, why personality is a competitive advantage in B2B, how podcasting fits into a broader content strategy, and why long-term trust always beats short-term reach.

Scroll Lab helps B2B companies improve landing pages, conversion strategy, and marketing performance.

00:00 Building a B2B podcast network from scratch

01:39 How Notorious B2B started as an experiment

04:37 Launching a second podcast and growing the network

06:06 Why every podcast needs a clear purpose

07:50 The realities of producing a weekly podcast

10:33 Managing production, editing, and content workflows

13:40 Learning from viral podcast clips

14:37 Why authentic conversations outperform scripted content

16:24 Is LinkedIn still worth investing in?

17:09 Standing out as organic reach declines

20:15 Creating content consistently without burning out

22:18 Building a repeatable content creation system

25:40 Measuring content that actually drives business

26:40 Balancing expertise with personality

29:21 Choosing the right creator partnerships

31:56 Creating sponsored content that feels authentic

34:05 Knowing when to walk away from brand deals

36:20 Why long-term partnerships outperform one-off campaigns

Find out more about Tas's business The Scroll Lab

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Starting a podcast has never been easier. Building one that consistently grows is a different challenge.

Trent Anderson explains how podcast discovery, audience behavior, and distribution have evolved and what creators and brands need to do differently to stand out.

From YouTube's growing role in podcast discovery to the power of niche audiences and community-driven growth, Trent shares why successful podcasts are built on clear intent, consistent value, and meaningful audience relationships rather than chasing download numbers alone.

You'll learn how podcast discovery is changing, why simulcast strategies are becoming more important, what separates successful shows from the rest, how niche audiences often outperform larger ones, and why trust remains podcasting's biggest advantage.

Podchaser provides podcast intelligence, audience insights, and media data to help brands, agencies, and creators discover the right podcasts and opportunities.

00:08 What Podchaser does and why podcast data matters

01:38 The growth of podcasting and changing market trends

03:11 What successful podcasts are doing differently

03:44 Why podcast formats are evolving beyond interviews

06:09 The rise of video-first and simulcast podcasts

07:50 New podcast formats brands can learn from

08:25 Why panel discussions are gaining popularity

09:56 How podcast communities extend beyond the show

11:38 The biggest players shaping the podcast industry

13:32 How podcast networks support creators

14:12 Why niche podcasts often outperform bigger audiences

17:03 Why most podcasts don't achieve long-term growth

18:14 Setting the right goals before launching a podcast

20:13 What the data says about podcast success

24:19 Using podcast data to identify the right guests

27:44 Founder-led content, podcasting, and audience trust

29:01 Why LinkedIn is becoming noisier for creators

30:35 Podcasting's advantage in an AI-driven content landscape

Learn more about Podchaser

Follow Trent on LinkedIn

Optalert measures drowsiness from eyelid movements, using a scale developed by sleep scientist Dr Murray Johns after 14 years of research. Its technology is used in mining fleets, in cars on European roads and in workplace sleep-health screening.

Paul Zubrinich, CMO of Optalert, on marketing drowsiness detection to mining, automotive and health buyers who are barely on LinkedIn, and why B2B SaaS playbooks don't work outside SaaS.

01:16 Optalert's 14 years of sleep science

07:56 Mining vs automotive: market pull vs regulation

17:11 Finding sleep apnoea at a Chilean mine site

26:10 Sunk energy bias: knowing when to pivot

31:08 Why AI slop would offend 1,000 buyers

35:40 The 1km trade-show ad radius

49:40 Part two: educating different buyers

1:05:05 When buyers have no digital footprint

1:22:22 The attribution fairy tale

1:26:53 AI search and discoverability

Where to find out more about Optalert

Follow & Contect with Paul on LinkedIn

Building a community is easy. Creating one people want to return to is the real challenge.

Jordan Godbey, founder of Growth Community, shares why successful communities are built on trust, clear outcomes, and meaningful connections rather than member counts alone.

Drawing on his experience helping leading creators launch and scale paid communities, Jordan explains why audience building comes before monetization, how community fits into a broader business model, and what separates highly engaged communities from those that quickly lose momentum.

You will learn why trust is the foundation of every successful community, how to design an offer people will consistently engage with, why niche communities outperform broad ones in the early stages, how in-person experiences strengthen long-term retention, and why community should support a business strategy rather than exist as a standalone product.

Growth Community helps creators, coaches, and experts launch, grow, and operate high-value membership communities through strategy, operations, and long-term growth support.

00:01 Introduction to Jordan Godby and Growth Community

00:56 Why audience building comes before launching a community

02:05 How communities fit into a creator's business model

03:58 Why great communities require intentional design

06:04 How Jordan built Growth Community

07:48 Why Circle became the platform of choice

09:55 The importance of a clear value proposition

12:30 Connection vs. curriculum as community drivers

15:16 Why in-person experiences improve retention

16:17 Growing a community business through long-term partnerships

Connect with Jordan Godbey

B2B thought leadership has followed the same formula for 30 years: run a survey, do some interviews, publish a long PDF. Rob Mitchell, who led thought leadership at FT Longitude and now runs Exhibit B Partners, argues that the formula is having its Kodak moment.

Marcus and Rob discuss why reports that take months to produce are falling behind buyers who get instant answers from LLMs. They also cover how to get senior partners to back a new way of working, and why thought leadership that only converts demand misses its job of creating demand. Rob explains how GEO is changing discovery and how firms can line up executives' personal LinkedIn voices with the corporate point of view. He also describes what the PwC CEO Survey and the Edelman Trust Barometer get right after decades of consistency.

This episode is for B2B marketers, content leads and professional services firms that want thought leadership to stand out and drive revenue.

00:32 Thought leadership's Kodak moment

03:11 Selling change to senior stakeholders

05:18 Creating demand

07:53 Attribution, distinctiveness and the end of the gated PDF

11:26 GEO vs SEO: what LLM's award

14:33 Executive voices vs the corporate narrative

17:44 Standout examples: PwC, Edelman & Guinness price index

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Learn more about Exhibit B Partners

Marketing performance isn't measured by impressions or engagement alone. The real question is whether your investment is driving business growth.

Chuck Anderson explains why modern B2B marketing measurement needs to move beyond attribution and vanity metrics to understand the true business impact of every marketing investment.

From media mix modeling and incrementality testing to creator campaigns and cross-channel measurement, Chuck shares practical ways marketing teams can connect their work to revenue, earn greater confidence from finance, and make better investment decisions.

You'll learn why attribution has limitations, how media mix modeling provides a more complete picture, what effective measurement looks like across multiple channels, why creators should be part of strategic planning from the beginning, and how better data leads to stronger business outcomes.

00:10 How B2B marketing measurement is evolving

01:41 Why business outcomes matter more than vanity metrics

02:38 Attribution vs. true marketing impact

04:01 Measuring performance across different channels

04:43 Media mix modeling vs. attribution

06:11 What media mix modeling actually measures

09:34 Measuring creator and influencer marketing in B2B

10:01 Why creators belong in strategic planning

12:08 How Ovative's measurement platform works

14:28 The future of B2B marketing measurement

14:57 Why finance teams are demanding better measurement

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The tools have changed. Great marketing hasn't.

Vicente Casellas shares how today's marketing teams can use AI without losing the creativity, authenticity, and human connection that make brands memorable.

From choosing the right creators to building platform-specific content and preparing for AI-powered search, Vicente explains why the strongest marketing strategies still begin with understanding people—not algorithms.

You'll learn how to evaluate creator partnerships, why every platform deserves its own creative strategy, how AI can accelerate production without replacing ideas, what brands should consider for LLM discoverability, and why authentic storytelling continues to outperform overly polished content.

Bitly helps marketers create, manage, and measure links while giving teams clearer insights into campaign performance.

00:36 How Bitly evolved beyond link shortening

01:31 What makes creative marketing stand out today

03:05 Choosing creators that genuinely fit your brand

05:19 Why micro-creators often outperform bigger influencers

06:20 Combining creator marketing with paid media

08:19 Why every platform needs its own strategy

10:36 Creating content that feels human, not artificial

11:55 Bitly's YouTube strategy and educational content

13:29 Building the business case for creative investment

15:08 How video content improves LLM discoverability

17:25 Measuring results from AI search initiatives

19:12 Using AI to accelerate creative production

20:50 Why human creators still outperform AI-generated content

22:38 AI tools that improve creative workflows

26:17 Why ideas matter more than the tools you use

Follow Vicente on LinkedIn

B2B buyers used to research vendors on their websites. Now they ask ChatGPT, Claude and their own AI agents to do it for them, and the shortlist is set before your analytics sees anything.

Otso Karvinen spent four and a half years at Guru, one of Finland's best-known web analytics agencies, working with B2B companies from the low millions up to billions in turnover. He has now co-founded Parvi, an AI-native go-to-market agency that places a human growth strategist inside a client's team, backed by a team of AI agents.

00:00 Intro

03:29 The iceberg: how LLMs changed B2B discovery

07:53 The model: one growth strategist plus a team of AI agents

13:31 Beyond time savings: what AI makes possible now

20:20 Inside Otso's journalist agent

28:12 LLM or plain automation? Fat skills, thin harness

32:00 Signals over automated outreach

39:07 Why his agent-written posts beat his manual ones

41:28 GTM engineering: "tech bros discovering marketing"

46:18 "You become mediocre at best": experts plus AI

Follow Otso on Linkedin

Check out his new company Parvi