Remarkable Content with Ian Faison

By Caspian Studios, Ian FaisonBusiness Entrepreneurship Marketing Management

Remarkable Content with Ian Faison episodes

April 07How Willy Wonka Built a 50 Year Brand on $3M | Kevin Rippon (Juniper Square)
A $3 million movie. Two big-budget remakes. And somehow, the original still wins.
Fifty years later, kids who've seen all three versions of Willy Wonka & the Chocolate Factory keep coming back to the 1971 film, not because it has better effects, but because it was built on something the others weren't. In this episode, we break down what that something is with the help of our special guest Kevin Rippon, Head of Marketing at Juniper Square.
Together, we explore what B2B marketers can learn from taking a distinct position, leading with credibility over spectacle, and structuring content that gets to the point fast.
About our guest, Kevin Rippon
A respected and resilient marketing leader, Kevin has held positions in product marketing, growth, digital, brand, creative, and experiential at different career stops with companies ranging from asset management to fashion to vertical SaaS. Kevin currently oversees Marketing at Juniper Square.
What B2B Companies Can Learn From Willy Wonka & The Chocolate Factory:
Know your positioning and take a stand. Gene Wilder's very first scene as Willy Wonka, the cane, the limp, the unexpected somersault, wasn't an accident. It was a declaration. Kevin draws the parallel directly: "The marketing parallel is knowing your positioning or taking a position that's distinct and different." In B2B, most brands try to appeal to everyone and end up resonating with no one. The ones that win commit to a clear, unmistakable point of view, and don't apologize for it.

Start with a credible message, then dial up the spectacle. The original Oompa Loompas were real actors. The CGI version in the remake looked slicker yet felt fake. Kevin sees the same trap in B2B content: "Start with a credible message and then work your way up from there in terms of spectacle." Great content isn't about how produced it looks. It's about whether the audience believes it. Credibility is the foundation; everything else is amplification.

Don't needlessly preface, let content run downhill. Willy Wonka gets to the point fast. A few lines from Grandpa Joe and you're already inside the factory. Kevin has made this a governing principle at Juniper Square: "A principle that we actually have at Juniper Square that we set is don't needlessly preface or over preface things. I firmly believe in content like running downhill." Too much B2B content spends the first half justifying why the reader should care. The best content starts in the middle of the thing they already care about and never looks back.
Quote
"Do you have something to say about a particular topic? How can you establish the credibility around it? And then how do you sound different from everyone else, even in your language choices?"
Time Stamps
[01:41] Meet Kevin Rippon, Head of Marketing at Juniper Square
[01:57] Why Willy Wonka?
[03:58] The Role of Head of Marketing at Juniper Square
[07:42] Willy Wonka & The Chocolate Factory: The Story Behind the Story
[13:12] B2B Marketing Takeaways from Willy Wonka & the Chocolate Factory
[43:39] Willy Wonka as Branded Content
[48:46] Final Thoughts and Takeaways
Links
Connect with Kevin on LinkedIn
Learn more about Juniper Square
About Remarkable! Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is "Solomon" by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
53 min
March 24The Marketing Lessons Everyone Missed in The Devil Wears Prada | Ritu Kapoor (Fractional CMO)
Standards shape industries, but tastemakers decide what those standards are.
That’s the real lesson from The Devil Wears Prada. What looks like a simple workplace story is really about judgment, brand influence, and how standards shape decisions for years. In this episode, we break down the marketing lessons behind the film with the help of our special guest Ritu Kapoor, Fractional CMO & Ex-CMO at Observe.AI.
Together, we explore what B2B leaders can learn about the power of taste, the long arc of brand influence, and knowing when to break the right rules.
About our guest, Ritu Kapoor
Ritu Kapoor is a Fractional CMO and Ex-CMO at Observe.AI. In her previous role at Observe.AI, she led brand, product marketing, and go-to-market strategy for AI agents transforming customer service. At Observe.AI, she was building a modern GTM engine for the AI-first enterprise, driving a repeatable demand-generation motion, launching next-generation agentic AI products, and leading a comprehensive corporate rebrand that reflected the company’s expanded mission and rapid customer adoption.
Previously, Ritu served as Chief Marketing Officer at Productboard, the product management platform used by teams around the world to build customer-informed products. She led global marketing functions that helped product and engineering teams better align around customer needs and business outcomes.
Across her career, Ritu has driven both organic and inorganic growth; shaped product roadmaps and narratives; built scalable global marketing and customer success functions across EMEA, APAC, and the U.S.; and created operational efficiencies that accelerated sales velocity, improved deal sizes, and enabled faster enterprise launches.
She is proud to have built and led high-performing global teams and successfully launched more than 30 enterprise products and platforms, including ten first-generation offerings, four acquisitions, and five new software categories.
What B2B Companies Can Learn From The Devil Wears Prada:
Taste is the real moat. In The Devil Wears Prada, Miranda’s authority didn’t solely come from her position at Runway. As Ritu explains, “Her influence isn't from authority. Her influence is from judgment.” The same applies in B2B marketing. The best marketers aren’t just executing playbooks, they’re deciding what’s worth attention and what isn’t. In a world where AI can generate endless content, the real advantage is taste: knowing what’s actually good, what’s differentiated, and what deserves investment.

Brand influence starts long before the buying moment. The famous blue sweater scene captures a core truth about marketing: decisions are shaped long before someone thinks they’re making them. Ritu frames it directly for B2B: “You can't influence somebody when they're just about to buy. The influence starts years later.” By the time a buyer enters the market, their mental shortlist already exists. That’s why brand work (content, storytelling, and consistent presence) creates leverage long before the sales cycle begins.

Break one rule and commit fully. Great marketing rarely comes from following every best practice. As Ritu puts it, “The magic really is to know which rule to break.” The key is conviction. The brands that stand out aren’t optimizing for average outcomes; they’re willing to take a focused leap.
Quote
“ We've spent so much time creating hype that nobody trusts vendors anymore… We don't lead with honesty, and we've lost the biggest thing, which is buyer trust… Pick one thing that builds the trust. You have to find that one anchor of trust, and you have to completely go to it.”
Time Stamps
[01:15] Meet Ritu Kapoor, Fractional CMO & Ex-CMO at Observe.AI
[01:57] Why The Devil Wears Prada?
[11:23] How to Pitch Your Vision
[21:19] The Story Behind The Devil Wears Prada
[28:37] B2B Marketing Takeaways from The Devil Wears Prada
[48:38] 2026 Content Strategy Tips
[50:28] Final Thoughts and Takeaways
Links
Connect with Ritu on LinkedIn
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
51 min
March 10What B2B Can Learn From the Barbie Movie’s $150M Marketing Gamble | Rekha Srivatsan (Tableau)
Big launches happen all the time. Very few turn into movements.
That’s what makes the Barbie movie such a powerful case study. What could’ve been a simple movie launch turned into a full-blown cultural takeover. In this episode, we break down the marketing strategy behind it with the help of our special guest Rekha Srivatsan, SVP & CMO at Tableau.
Together, we explore what B2B leaders can learn from having a sharp point of view, building campaigns designed for participation, and letting brand impact and demand generation work side by side.
About our guest, Rekha Srivatsan
Proven product marketer with experience working in both large and small (but thinking "big") organizations. Winner's mentality, entrepreneurial spirit, and team player. Technical and creative skill set to execute with precision. Ability to conceptualize and execute in and outbound marketing programs and assets that directly impact the organization.
What B2B Companies Can Learn From Barbie:
Have a point of view and don’t apologize for it. Most B2B brands try to hedge. They sand down their sharp edges. They aim for consensus. Barbie did the opposite. As Rekha puts it: “Barbie did not try to please everyone.” That clarity is what made the campaign magnetic. In B2B, differentiation rarely comes from features. If your brand sounds like it was written by committee, it won’t move anyone. The brands that win take a stand, speak clearly, and accept that not everyone is the audience.

Design for participation, not just promotion. Barbie didn’t just run ads. It became a movement. Rekha explains, “The Barbie audience, they aren't passive. Because they showed up really, really well. They showed up, dressed up, they posted.” That doesn’t happen by accident. It happens when you create something people want to join. In B2B, this means building campaigns your customers can step into. If your marketing is something people consume and forget, you’ve capped your impact. If it’s something they participate in, you’ve built a flywheel.

Brand and demand are not opposites. Too many B2B teams treat brand and demand differently. Barbie proves that’s wrong. Rekha says it directly: “The brand and demand aren't opposites… This is such an emotional, playful storytelling that they had, and they created such a huge commercial impact because of that. To me, the best kind of marketing is when you do both.” The takeaway for B2B is simple: emotional storytelling is leverage. When you build a brand people feel something about, demand follows faster and scales further.
Quote
“Barbie didn't just break through; it actually took over the conversation and made it so intentional and thoughtful. And candidly, it was such a reminder for all of us in marketing about how our job is so important and how it can also be very, very fun when creativity and courage come together.”
Time Stamps
[01:15] Meet Rekha Srivatsan, SVP & CMO at Tableau
[02:14] Why Barbie?
[03:25] The Role of CMO at Tableau
[05:36] Barbie & the $150M Breadcrumb Campaign Explained
[10:27] B2B Marketing Takeaways from Barbie
[43:13] Tips for Your 2026 Marketing Strategy
[44:33] Final Thoughts and Takeaways
Links
Connect with Rekha on LinkedIn
Learn more about Tableau
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
46 min
February 24The Obsession That Built Apple & Hilton | Sharon Oddy (TNS)
It’s easy for B2B marketing to sound interchangeable.
That’s why Steve Jobs and Conrad Hilton are such compelling leaders to learn from. Behind Apple and Hilton is a disciplined approach to customer experience, brand consistency, and raising expectations instead of reacting to them. In this episode, we unpack the B2B marketing lessons behind two of the world’s most iconic brands with the help of our special guest Sharon Oddy, VP of Marketing & Communications at TNS.
Together, we explore what B2B marketers can learn from anchoring their positioning in customer experience, building trust through consistency, and delivering value buyers didn’t even realize they were missing.
About our guest, Sharon Oddy
Sharon Oddy is the VP of Marketing & Communications at TNS. She’s a marketing professional who understands the power of storytelling, the importance of a consistent narrative and the art of using it to inspire action. Sharon is an effective and talented communicator who makes the extraordinarily complex, comprehensible. She’s a versatile and decisive leader skilled at building high-performing teams and activating cross-functional collaboration to drive strategic growth, customer retention and acquisition globally.
What B2B Companies Can Learn From Steve Jobs + Conrad Hilton:
Customer obsession is the only real differentiator. Jobs and Hilton didn’t win because they had better marketing. They won because they cared more about the customer experience than anyone else. Sharon nails the mindset: “They listened and they observed in a way that put them in the shoe of the customer.” Jobs makes it the rule: “You've gotta start with the customer experience and work backwards to the technology.” The B2B takeaway is clear: if your marketing starts with what you want to sell instead of what your customer needs to feel, you’re already behind. The brands that win build from the buyer backward.

Trust is built in the details. Hilton’s last words weren’t about expansion or revenue. They were: “Leave the shower curtain on the inside of the tub.” Jobs obsessed over design even when customers would never see it. Why? Because as Sharon puts it: “It's always about putting the customer first.” In B2B, this means your credibility lives in execution; consistent messaging, polished touchpoints, and an experience that feels dependable. Don’t let the small things create big doubt.

The best marketers redefine demand. Customers can’t always tell you what they want, but great companies can see what they struggle with. Sharon explains, “Jobs was really good at looking at people and saying, what are they struggling with and how do I make that experience better? Because when I do and they taste it, they're never going back.” That’s the B2B lesson: don’t just market what exists, create the expectation for something better. The strongest marketing doesn’t follow the category. It changes what the category believes is possible.
Quote
“ If you keep looking backwards and trying to copy instead of lead. That's [an] area of demise. You can't look back and be like, “What does everybody else do? What does everybody else think?” You just have to have confidence that you understand your audience. You understand where the puck is moving, and you're going to keep going forward.”
Time Stamps
[01:20] Meet Sharon Oddy, VP of Marketing & Communications at TNS
[01:27] Why Steve Jobs & Conrad Hilton?
[04:00] The Role of VP of Marketing & Communications at TNS
[06:25] Deep Dive: Steve Jobs and Conrad Hilton's Obsession with Details
[11:19] B2B Marketing Lessons from Jobs and Hilton
[47:45] Sharon's Marketing Strategy
[51:24] Final Thoughts and Takeaways
Links
Connect with Sharon on LinkedIn
Learn more about TNS
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
53 min
February 17How Snoop Dogg Built a Brand That Transcends Time | Shay Thieberg (MAIA Digital)
Most B2B brands want to stand out, but they end up blending in by trying to look more professional and more polished than everyone else. The result is marketing that’s safe and completely forgettable.
That’s why Snoop Dogg is such a powerful case study. Behind his music, reinventions, and cultural ubiquity is a masterclass in relevance. In this episode, we break down Snoop’s B2B marketing lessons with the help of our special guest Shay Thieberg, CMO & Co-Founder at MAIA Digital.
Together, we explore what B2B marketers can learn from leading with authenticity, owning a clear niche, and building trust through consistent presence instead of chasing short-term attention.
About our guest, Shay Thieberg
Shay Thieberg is the CMO & Co-Founder at MAIA Digital. Specializing in LinkedIn marketing, Shay holds a Masters degree in Social Psychology & Decision-Making. Shay is among 30 Global LinkedIn Certified Experts and Faculty members at Reichmann University where he teaches “B2B Marketing for Tech”.
What B2B Companies Can Learn From Snoop Dogg:
Authenticity scales better than polish. Snoop Dogg’s enduring relevance comes from never pretending to be someone he’s not. Shay points out that when Snoop came to LinkedIn, he didn’t dilute his identity to fit the platform. Instead, he expanded the platform by being himself. As Shay explains, “He could have come to LinkedIn, put up the suit and tie, be a super LinkedIn-ish persona… he was able, two years ago, to start making a shift and bringing and showcasing to other people with uniquenesses that they can stay cool, they can stay themself.” The B2B lesson is clear: credibility isn’t earned by sounding professional. It’s earned by sounding real. Brands that over-polish lose signal. The ones that feel human get remembered.
Be known for one thing before you try to be known for everything. Snoop’s brand works because it’s anchored. No matter how many industries he touches, there’s a core idea people immediately associate with him. Shay translates this directly into B2B positioning: “You want to be well known for this exact thing that you do uniquely from other people.” The strongest B2B brands don’t chase every opportunity, they reinforce a single, unmistakable identity until the market does the work for them.
Visibility is about presence. One of Snoop’s most underrated strengths is that he never fully disappears. He doesn’t overwhelm audiences, but he consistently shows up across moments, mediums, and decades. Shay say, “It’s not about motivation, it’s about staying constant.” For B2B marketers, the takeaway is uncomfortable but liberating: you don’t need viral hits to stay relevant. You need continuity. In markets where buyers forget fast, staying present is the strategy.
Quote
“ Smoking, that's his thing. Now maybe some people will think it's a bad thing, which is fine, but I'm looking at it from a B2B perspective… That's his thing. So he is well known about this one and then he utilizes it for its own good… So you want to be well known for this exact thing that you do uniquely from other people.”
Time Stamps
[01:20] Meet Shay Thieberg, CMO & Co-Founder at MAIA Digital
[01:30] Why Snoop Dogg?
[02:26] Founding MAIA Digital
[06:07] Who is Snoop Dogg?
[16:46] B2B Marketing Takeaways from Snoop Dogg
[23:31] Optimal LinkedIn Strategy for 2026
[25:28] Thought Leadership and Trust
[26:23] Challenges with LinkedIn Video Content
[30:33] Creating Effective LinkedIn Videos
[33:00] How to Optimize Your Content on LinkedIn
[40:32] Final Thoughts and Takeaways
Links
Connect with Shay on LinkedIn
Learn more about MAIA Digital
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
42 min
February 10What Mad Men Reveals About Persuasion in B2B Marketing | Fahad Muhammad (TealBook)
Most B2B marketing fails for one simple reason: it forgets how persuasion actually works.
That’s why Mad Men still hits. Beneath the suits, pitches, and personal drama, it’s a masterclass in what actually moves people. In this episode, we break down its B2B marketing takeaways with the help of our special guest Fahad Muhammad, Former VP of Marketing at TealBook.
Together, we explore why fundamentals matter more than tactics, why emotion drives demand, and how originality is the only real advantage left in modern B2B marketing.
About our guest, Fahad Muhammad
Fahad is a revenue-centric and data-driven marketing leader with 17 years of experience in strategic marketing at severalSaaS/Tech companies ranging from start-ups, SMBs to enterprise organizations. Specializing in demand creation and generation, he takes a data driven approach to identify unique growth opportunities in order to drive revenue and foster meaningful connections with customers.
He is a diehard college football fan (Sun Devil for life!) and attends ASU's homecoming game each fall. An avid reader, he loves to read with a cup of his favorite coffee in hand.
What B2B Companies Can Learn From Mad Men:
Anchor on positioning before you touch tactics. Fahad’s biggest takeaway from Mad Men is that modern B2B often skips the hard thinking and jumps straight to execution. The show strips marketing back to its core, and the lesson is uncomfortable in its simplicity. As he puts it, “This discipline is around three core things. It's about positioning, it's about having a very compelling piece of creative… and then the last piece is really understanding who your audience is.” The danger for B2B teams is mistaking activity for strategy. If positioning is fuzzy, no amount of optimization will save it. Get the foundation right first, or everything else is just noise.
Emotion is the real differentiator. Fahad makes it clear that cutting through the noise is about resonance. He says, “Something that does speak to us, no matter what medium [it’s in], is always going to cut through the noise.” Mad Men works because it understands human psychology hasn’t changed, even if the channels have. For B2B marketers, the lesson is simple: logic might justify the purchase, but emotion earns attention. If your message doesn’t connect at a human level, it won’t survive the noise long enough to matter.
Originality beats borrowed playbooks. Fahad warns that one of the fastest ways for B2B brands to disappear is by copying what already worked for someone else. Mad Men celebrates originality because it shows how differentiation is built through conviction, not consensus. As Fahad puts it, “They're not taking the shortcut route of copy pasting or referencing creative… they are elevating themselves and going through their own version of creative.” In a world where everyone has access to the same tools, the only sustainable advantage is saying something true in a way only you can. That’s what people remember.
Quote
“ Everybody has the same access to the tools now. They can do the same thing. And the playing field is more level than ever. So how do you now cut through the noise? It still goes back to the core elements of: How strong is your positioning? How strong is your creative? Are you really thinking [that] this is going to cut through the noise and is it going to move people?”
Time Stamps
[00:55] Meet Fahad Muhammad, Former VP of Marketing at TealBook
[01:37] Why Mad Men?
[04:28] Role of VP of Marketing at TealBook
[05:20] Behind-the-Scenes of Mad Men
[09:21] B2B Marketing Takeaways from Mad Men
[32:08] The Role of AI in Marketing
[42:43] How to Connect Content to Your Marketing Strategy
[45:44] Advice for First-Time VPs of Marketing
[47:19] Final Thoughts and Takeaways
Links
Connect with Fahad on LinkedIn
Learn more about TealBook
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
49 min
February 03Dune: B2B Marketing Lessons on Finding Value in Unpopular Places with Madhav Bhandari, Head of Marketing at Storylane
Some of the most powerful ideas in marketing don’t come from marketing at all. They come from stories that refuse to play it safe.
That’s the lesson of Dune, the sci-fi epic once considered unfilmable and now one of the most successful franchises of the decade. In this episode, we break down its marketing lessons with the help of our special guest Madhav Bhandari, Head of Marketing at Storylane.
Together, we explore what B2B marketers can learn from world-building, pattern interruptions, and betting on emerging talent.
About our guest, Madhav Bhandari
Madhav Bhandari is the Head of Marketing at Storylane. He’s a a B2B marketer with 12+ years of experience helping startups grow from scrappy beginnings ($2M+ ARR) to category leadership ($20M+ ARR and beyond). Madhav built lean, high-performing marketing engines across both PLG / sales-led companies. His strength and philosophy is doing marketing that stands out. I focus on work that drives action and ties directly to pipeline.
Madhav has helped many scale-ups grow beyond $10M ARR, either as a full-time leader or a hands-on advisor. I love taking on this challenge.
What B2B Companies Can Learn From Dune:
Show the product, don’t narrate it. Madhav’s first lesson from Dune is about restraint. The film works because it removes exposition and lets the audience experience the world firsthand. He draws a direct parallel to B2B marketing, saying, “ You've seen the B2B website homepages that are just full of jargon. And I think now is the time to actually show the product.” Too many B2B teams rely on jargon, stock imagery, and abstract claims, forcing buyers to imagine value. The takeaway is simple: remove the guesswork. Interactive demos, real visuals, and tangible experiences outperform explanations every time. If buyers have to imagine what your product does, you’ve already added friction.
Go where the work is unpopular but important. In Dune, the most valuable resource in the universe lives in the most unremarkable place. Madhav says, “ Unpopular but important projects, that’s where the largest customer growth lies.” In marketing, that means resisting the pull of flashy homepage redesigns and brand exercises when the real leverage sits deeper, product pages, conversion paths, and messy parts of the funnel no one wants to own. If everyone wants to work on it, it’s probably already optimized. The real upside lives where attention is scarce.
Bet on emerging voices, not just famous ones. Dune didn’t rely on a single A-list star to succeed, and Madhav has seen the same dynamic play out in B2B. His experience is clear: “ anytime I've gone with… a very popular influencer… that I interviewed, those episodes the way I thought they would perform, didn't really perform that well. Bu what’s funny is that the people that are relatively unpopular but have done incredible work are the episodes that did fantastic.” Big names feel safe, but they’re expensive and often underdeliver. Audiences respond more to sharp thinking and real experience than borrowed fame. In B2B, the fastest way to build trust is to help your audience discover someone worth listening to, before everyone else does.
Quote
“ Today, in our world, sameness is risky… The worst that could happen … is it's gonna perform the same as if you would've not done that, and the best case scenario is it’s just gonna do insanely well.”
Time Stamps
[01:03] Meet Madhav Bhandari, Head of Marketing at Storylane
01:08 Why Dune?
01:51 Role of Head of Marketing at Storylane
02:37 Breaking Down Dune
10:53 B2B Marketing Takeaways from Dune
25:18 Influencer Campaign Strategies
28:28 The Power of Brand Awareness
31:12 Storylane's Marketing Strategy
35:08 Creative Marketing Examples
38:37 Content Strategy and Founder Branding
45:25 Final Thoughts and Takeaways
Links
Connect with Madhav on LinkedIn
Learn more about Storylane
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
47 min
January 27MrBeast: B2B Marketing Lessons on Building Repeatable Content with Rodrigo Fonte, VP of Marketing at QuillBot
Everybody talks about creativity, but very few are willing to measure it. The real advantage comes from combining imagination with obsession.
That’s the lesson of MrBeast, the YouTube creator who turned data-driven storytelling into one of the most powerful media brands in the world. In this episode, we explore his marketing playbook with the help of our special guest Rodrigo Fontes, VP of Marketing at QuillBot.
Together, we break down what B2B marketers can learn from engineering audience retention, building repeatable content formats, and investing just a little more effort to create work people can’t look away from.
About our guest, Rodrigo Fontes
Rodrigo Fonte is the VP of Marketing at QuillBot. He is a strategic marketing leader with over 15 years of experience building and scaling brands across both B2C and B2B markets. Rodrigo is currently driving growth in Generative AI and consumer tech at QuillBot (Learneo). He’s also leading the global marketing organization behind one of the world’s most widely used AI writing assistants, overseeing Brand, Media, Influencers, Social, SEO, ASO, Content, Product Marketing, and International Expansion.
What B2B Companies Can Learn From MrBeast:
Obsess over audience retention, not just reach. MrBeast doesn’t just aim for views, he studies exactly where attention drops and rebuilds content accordingly. Rodrigo says, “His data-driven customer obsession on every detail to make things work, I think that’s such an amazing thing for us marketers today to think [about].” B2B teams should move beyond impressions and focus on where prospects lose interest and why. Analyze content the same way you analyze funnels. Retention is the real signal of relevance.
Show people something they’ve never seen before. Originality is MrBeast’s core advantage. He doesn’t just execute well, he starts with ideas audiences haven’t encountered. Rodrigo reminds us, “The fight for attention is brutal today.” If your content looks like your competitors’, it’s already invisible. Massive budgets aren’t required to execute original ideas, as MrBeast proved in his early viral videos. Novelty is a priceless strategic asset.
Use culture as a creative multiplier. MrBeast often revamps formats by tapping into existing cultural moments (e.g., Squid Game, Willy Wonka). Rodrigo points out, “He can really revamp a format if he adds culture to [it].” B2B strategy doesn’t have to reinvent the wheel. Tie your ideas to what your audience already cares about instead of forcing attention from scratch.
Quote
“ Go deeper on what really, already has the attention of your target audience, instead of starting from scratch. What are they paying attention to already?”
Time Stamps
[01:03] Meet Rodrigo Fontes, VP of Marketing at QuillBot
[02:13] Why MrBeast?
[09:07] Why His Content Works
[16:58] The Power of Effort and Originality
[22:05] Repeatable Formats and Serialized Content
[29:20] Lessons from Branded Content and Influencers
[42:45] QuillBot’s Content Strategy
[47:56] Advice for Marketing Leaders
[51:12] Final Thoughts and Takeaways
Links
Connect with Rodrigo on LinkedIn
Learn more about QuillBot
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
53 min
January 20Summer House: B2B Marketing Lessons on Making Your Brand the Life of the Party with Chief Marketing Officer at Goldcast, Kelly Cheng
Reality TV isn’t just weekend entertainment. It’s a blueprint for brand building.
That’s the lesson of Summer House, Bravo’s long-running hit that turns everyday interactions into year-round engagement. In this episode, we break down its marketing lessons with the help of our special guest Kelly Cheng, Chief Marketing Officer at Goldcast.
Together, we explore what B2B marketers can learn from playing the long game with their audience, making marketing more human by building in public, and creating a steady stream of content that keeps you top of mind long after the season ends.
About our guest, Kelly Cheng
Kelly Cheng is a seasoned marketing executive with over a decade of experience driving growth and leading successful marketing strategies for high-performing technology companies. As the Chief Marketing Officer at Goldcast, she is responsible for spearheading the company's global marketing initiatives, including brand development, demand generation, and digital marketing.
Prior to her current role, Kelly served as the VP of Marketing at Goldcast, where she played a pivotal role in the company's successful rebrand and the implementation of a data-driven marketing approach. Before joining Goldcast, she held marketing leadership positions at Wistia and Dynatrace, where she demonstrated her expertise in growth marketing, media optimization, and digital acquisition strategies. Kelly's diverse background also includes experience in media planning and digital marketing at PagerDuty and Havas Media Group.
Kelly holds a Bachelor of Arts degree in Communications from Boston University, where she graduated cum laude and was recognized for her academic excellence.
What B2B Companies Can Learn From Summer House:
Build long-term relationships with your audience. Reality TV wins through continuity. Keeping familiar faces and building trust season after season. Kelly explains, “The continuity piece is really important. Throughout the nine seasons, there's a lot of OGs that have been around since season one, and you really, really build that rapport with the audience, and people are super invested in what you do next.” In B2B, the same applies. Consistency and ongoing storytelling help audiences feel emotionally connected, not just informed. Your series or campaign shouldn’t end when engagement dips. It should evolve, deepen, and reward loyalty.
Build in public. Kelly draws a parallel between following a cast across nine seasons and showing your brand’s journey transparently. “You’re following on for nine years, learning about their development over time... It’s kind of like building in public…I could just put up a show and say watch me learn about AI in marketing and watch me win and watch me fail.” B2B marketers can use this approach to humanize their brand: sharing learnings, experiments, and even missteps. The more your audience sees your process, the more invested they become in your success.
Capture year-round mindshare through consistent content. Bravo doesn’t just rely on one show. They have built an ecosystem that keeps fans engaged across formats and seasons. Kelly notes, “They’re just really, really good at turning out content that people want to consume to keep them top of mind… There’s an extra 10 months that you have to make sure that you have got air cover so people don’t forget about you.” The lesson: don’t go dark between campaigns. Extend your reach with follow-up content, micro-clips, events, and spin-offs. Sustained storytelling turns fleeting interest into durable brand awareness.
Quote
“I think there’s a lot of learning in making B2B marketing a bit more human and drawing those learnings from reality TV about building in public. Because at the end of the day, you’re selling software to help an individual that will ultimately help an organization.”
Time Stamps
[00:55] Meet Kelly Cheng, Chief Marketing Officer at Goldcast
[01:08] Why Summer House?
[07:13] What is Summer House?
[17:37] B2B Marketing Takeaways from Summer House
[36:43] Goldcast's Approach to Marketing
[42:28] Goldcasts' Upcoming Agent Launches
[43:29] Advice for CMOs
[44:25] Final Thoughts and Takeaways
Links
Connect with Kelly on LinkedIn
Learn more about Goldcast
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
50 min
January 13Oura Ring’s ‘Give Us a Finger’ Campaign: B2B Marketing Lessons on Saying What Your Audience Already Feels with CMO & Creator of The Zero to One Marketer, Sylvia LePoidevin
Every marketer wants to create a campaign that cuts through, but most B2B brands try to do it with more spend, more channels, and more polish. The real lever is simpler: say something people actually feel.
That’s the lesson of Oura Ring’s ‘Give Us a Finger,’ a campaign that nailed cultural timing, sharp copy, and product-specific boldness without losing its soul. In this episode, we explore its B2B marketing takeaways with the help of our special guest Sylvia LePoidevin, CMO & Creator of The Zero to One Marketer.
Together, we break down what B2B marketers can learn from making your copy the multiplier, leading with tension, and turning cultural insight into measurable demand.
About our guest, Sylvia LePoidevin
Sylvia LePoidevin is a B2B SaaS marketing leader who has gone from the first marketing hire to CMO at two companies now valued over $2 billion combined.
Most recently, Sylvia was the CMO at Kandji. She joined as employee #4 and helped scale the company from pre-seed to an $850M valuation with global offices across the US, London, Sydney, and Tokyo. A former early hire at DataFox (acquired by Oracle’s AI group) and FloQast (now valued at $1.6B), Sylvia has spent her career building go-to-market engines from zero, often without playbooks, resources, or precedent.
Her passion is helping founders and scaling teams build with the buyer first, using messaging, content, and community as multipliers for growth. Raised in remote Africa before moving to the US alone at 17, Sylvia credits her resilience and outsider perspective as her greatest assets in navigating zero-to-one challenges in both life and business.
What B2B Companies Can Learn From Oura Ring’s ‘Give Us the Finger’ Campaign:
Make your copy the multiplier, not the footnote. Sylvia’s first lesson from ‘Give Us a Finger; is that the words are the performance channel. She says, “You think so much about the budget and the metrics, but if you put half as much of that effort into just like what the freaking copy is saying, that can change the unit economics of your whole campaign more than anything.” Oura didn’t win because they spent more, they won because the headline is sticky, visual, and instantly understandable. In B2B, it should be the same. Before you tune targeting or add spend, pressure-test the message. One sharp line that people repeat will outperform five “optimized” versions nobody remembers.
Lead with tension. What makes this campaign work, in Sylvia’s eyes, is that it taps a real, shared feeling in the market. She grounds it in one clear idea: “The whole concept of ‘Give Us the Finger’ is sort of an act of defiance against aging.” That’s why it resonates beyond the cult fans. It’s selling an attitude, not a tracker. For B2B marketers, the move is to find the tension your buyers already live in and build the campaign around that. When the audience feels seen first, the product lands as the natural weapon.
Keep the wrinkles in your writing. Sylvia loves this campaign because it doesn’t feel sanded down into safe brand mush. Her takeaway is blunt: “ AI takes the wrinkles out of your writing… People are now looking for the wrinkles because it shows that it's real.” Oura’s creative has an edge, personality, and a little defiance, which is exactly why it sticks. In B2B, where everything tends to sound committee-approved, the fastest way to disappear is to over-smooth. Let your voice have texture. Keep the sharp edges that make your brand human. That’s what people notice, trust, and remember.
Quote
“ 95% of your buyer is not in market at any moment, only 5% is. And it's very lucrative and tempting to pour all of your resources into that 5% and try to capture the existing demand. But eventually it's going to cap out. And to really achieve that hockey stick, long-term growth, you need to invest in the 95%.”
Time Stamps
[00:55] Meet Sylvia LePoidevin, CMO & Creator of The Zero to One Marketer
[01:26] Why Oura Ring’s “Give Us the Finger” Campaign?
[04:32] Sylvia’s Career Journey in Content Marketing
[05:47] Inside the Strategy Behind Oura Ring’s ‘Give Us the Finger’
[10:52] B2B Marketing Takeaways from Oura Ring’s ‘Give Us the Finger’ Campaign
[26:48] A Content Marketing Playbook for First-Time CMOs
[31:47] Modern Marketing Strategies That Actually Work
[40:26] The Hidden Power of Internal Influencers
[43:55] AI in Content Creation: What to Use, What to Avoid
[49:29] Final Thoughts and Takeaways
Links
Connect with Sylvia on LinkedIn
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
52 min

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