The B2B Content Show

62% of buyers stay with a worse solution and it has nothing to do with price.

Drew Giovannoli joins Jake and Ding on Episode 3 to break down how buyers actually make decisions. He's the Chief Product Marketer at Buried Wins, a win-loss research agency where he's done 1,000+ buyer interviews helping B2B revenue teams understand why they're really losing winnable deals.

In this episode they talk about why buyers don't switch vendors, what actually closes deals for technical buyers, and what a $50K distribution-first content campaign looks like in practice.

They also get into:

• How case studies help buyers make a decision
• What buyers expect from a sales rep
• How to distribute a research report
• Why price isn't the main reason vendors lose deals
• What win-loss interviews tell you that data can't

If you're in sales or marketing and keep losing deals, tune in to learn how buyers are really thinking when they say no. 

 #b2bmarketing #salesstrategy #contentmarketing #marketingstrategy

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Timestamps:

00:38 Intro + guest Drew Giovannoli
01:38 Buyer Truth report overview
02:00 Why buyers stick with worse vendors
03:43 Sales reps and locus of control
04:17 Only 15% of sellers show up prepared
04:52 Why ungated content builds more trust
05:20 What "prepared" actually looks like to buyers
06:21 Shaping buyer perception vs. competitors
07:00 Buyer Truth as a piece of B2B content
07:41 Buyer Truth campaign distribution strategy
09:13 Full $50k campaign cost breakdown
10:43 Optimizing podcast clips for social
12:12 Using AI to backdoor better hooks
13:10 What makes a good research question
14:24 Stat quiz #1: AI mandate
15:46 AI mandate = more vendor switching
16:07 AI doesn't mean cheaper
17:28 Stat quiz #2: competitor research
18:31 Stat quiz #3: who picked the cheapest software
19:33 Why buyers pay more
20:14 Buyer enablement story: Ding at Yelp
21:26 Case studies for technical buyers
22:13 Product trials as the top trust builder
23:30 Takeaways from Drew interview
24:48 Budgeting for distribution
25:49 Why technical buyers are the hardest to sell to
26:35 What makes a good case study
27:13 SPIN framework applied to case studies
30:38 Lead with the problem, not the solution
31:34 Hero's journey framework for case studies
32:00 Word of the week: Sprezzatura
34:00 Outro

If your content isn't reaching the right people, the content probably isn't the problem. You just skipped distribution in the planning stage. 

In this episode, Jake and Ding sit down with Aditya Vempaty, VP of Marketing at MoEngage, who's been part of the teams that scaled Synthego and Amplitude's revenue and led marketing through Nutanix's IPO, to talk about why the best B2B marketing teams plan distribution before a single piece of content gets made.

They also talk about ⬇️

• Partner and co-creator led distribution
• The campaign that got 3,000 leads & $2M+ in pipeline
• Where AI helps in B2B marketing 
• AI agents for SEO research and LinkedIn outreach
• Checkbox marketing

If you want to build campaigns that reach the right people and use AI strategically to free up time on the grunt work, listen up. 🎧

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Timestamps:

0:00 - Intro

2:30 - Why marketing is the hardest job in go-to-market

5:00 - How Aditya would cold call today

6:30 - Making your audience the hero

7:30 - The Adapt or Die campaign

10:00 - Why distribution should be planned first

13:00 - Partner & influencer enablement

15:00 - Co-marketing in action

17:30 - Getting your team ready to share

19:30 - Sales & marketing alignment

21:30 - How AI made the spam problem worse

22:30 - How a VP of Marketing uses AI in 2026

26:00 - Where to use AI for B2B marketing 

29:00 - AI agents for SEO research

31:00 - AI agents for LinkedIn outreach

35:00 - The Rick Rubin Creative Act concept

37:30 - The Super Bowl campaign breakdown

40:00 - Why the RAMP campaign worked

43:00 - Final thoughts

#b2bmarketing #contentmarketing #marketingstrategy #demandgeneration #contentdistribution #aiformarketers

LinkedIn is changing, B2B content is getting more competitive, and most companies aren’t ready for what’s coming in 2026.

In this first episode of The B2B Content Show, Jake and Ding break down what’s happening in B2B marketing, where content strategy is headed, and what companies should be doing right now to stay ahead on LinkedIn and B2B content.

B2B content is evolving fast. Algorithms are shifting, competition is increasing, and the companies that understand how to create high-performing LinkedIn content and B2B marketing content will have a major advantage.

In this episode we cover:

• What’s new with The B2B Content Show in Season 2
• Why B2B content marketing is more competitive than ever in 2026
• Where LinkedIn content and LinkedIn marketing are heading
• What types of B2B content actually perform today
• How companies can adapt their content strategy moving forward

If you're building a brand, leading marketing, or creating content for a company, this show breaks down what’s happening in B2B marketing, LinkedIn strategy, and content performance.

Subscribe for weekly conversations about B2B content strategy, LinkedIn marketing, content distribution, and how companies can create content that drives growth.

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0:00 - Intro

1:30 - What's changing this season

3:00 - EventShark origin story & the new office

10:00 - B2B content trends to watch in 2026

10:30 - Why video testimonials are the #1 content play

12:30 - The power of series & episodic content

13:45 - Proprietary research as a content strategy

16:30 - Live content & speed to publish

18:30 - What event content companies should be capturing

20:30 - Street interviews & cross-pollinating audiences

22:30 - Speaker sessions, photography & fast turnaround

24:30 - Using your internal team for event content

28:00 - Jargon 101: Hedonic Adaptation

The EventShark Podcast covers all things B2B marketing, LinkedIn, and content creation. We share practical strategies and creative ideas to make your business content more engaging and actually worth watching.

In episode 24, we’re joined by Cliff Simon, a longtime GTM and RevOps leader who’s spent nearly two decades building and fixing revenue teams at fast-growing companies. Cliff has worked across sales, marketing, and operations, and recently launched Polaris Ops, a RevOps consultancy.

We talk about how teams should think about AI, why it’s better not to rely on social media platforms for growth, and why creating meaningful in-person relationships is more important than worrying about algorithms.

We also touch on:

• What RevOps means in simple terms
• Creating content for industries people usually call boring
• Why events still play a big role in building trust

If you want to grow your business without chasing every new tool and think more clearly about where AI fits in your business, listen to the episode.

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Timestamps:

0:00 Intro

2:26 Polaris’ AI Road Show

3:27 What is RevOps?

3:39 How is AI changing RevOps?

3:56 How does RevOps play a role in GTM?

4:03 How are you thinking about content in RevOps?

4:20 What’s the biggest fad in AI?

6:06 What are some changes AI can bring to RevOps right away?

7:07 How Cliff is adding value with his content

9:11 Why are events so important in B2B?

11:37 LinkedIn strategy for 2026, and how Cliff’s owning his audience 

13:15 Cliff’s wood working passion

15:14 Cliff has appeared in a lot of content over the years

18:04 How to make your content better

18:41 What’s wrong with GTM engineering?

20:04 How is AI changing the GTM landscape?

22:20 Buzzword blitz

24:00 Outro

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#marketing #marketingpodcast #business #businesspodcast #b2bmarketing #revops #contentmarketing #linkedin #linkedtips #businesstips #gtm #revenueoperations #socialmediamarketing 

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 23, we’re joined by Arthur Castillo, founder of Modern GTM and currently Head of Community and Customer Marketing at Storylane. Arthur has spent years working across sales, marketing, and customer communities at fast-growing SaaS companies, where he’s seen how buying decisions get made.

We talk about how word of mouth builds trust faster than company marketing & plays a bigger role in buying decisions, and why customer voices are still underused by brands.

We also discussed: 

• Why buyers listen to peers & not pitches
• Why companies wait too long to involve customers
• Customer stories vs. paid influencer content
• Why authentic stories build more trust

If you want to use your customers more effectively instead of leaning only on company marketing, listen up!

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Timestamps:

0:00 Intro

1:52 B2B street interviews pioneer

2:35 Arthur is usually ahead of the trends

3:10 Influencer marketing meets customer marketing

4:43 Dark social

5:53 Customer Marketing success story

8:42 How to set up customer marketing at your company

11:00 Customers are a marketing superpower

12:25 B2B video should focus on watch time

13:32 The value in having a plethora of testimonials

15:22 How to arm your customer advocates with the tools they need

17:06 Arthur picks an EventShark hat!

#marketing #marketingpodcast #customermarketing #b2bmarketing

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 22, we sit down with Vin Matano (our first-ever podcast guest, now making his second appearance), Founder of Creatorbuzz, a B2B influencer marketing agency that's helped brands like Demandbase, Evabot, and Storylane increase inbound leads, drive ROI, and grow their social presence through creator campaigns. While building the agency, Vin is also documenting his story on social media, turning his business journey into content.

We talked about: 

• How to be intentional and methodical when creating content
• Props, costumes, and world-building
• How Ding writes rap songs for brands 
• Why BTS content can outperform your main videos
• The difference between true creators vs. people who just make content for business
• Vin's viral LinkedIn hiring post that hit 360K impressions

If you want to stand out without just copying what everyone else is doing, listen up! 

Timecodes:

0:00 Intro

2:04 How to be methodical with creative content 

2:59 Vin’s viral LinkedIn post about hiring

4:29 Content hack - Start your story at the end 

5:08 Using props, sets and costumes in content creation

10:56 How Ding made the Creatorbuzz song

13:05 The value of Behind the Scenes content

14:23 Buzzword Blitz

15:36 True creatives vs just marketers

#linkedin #contentcreation #b2bmarketing #marketing #marketingpodcast

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 21 of the podcast, we sit down with Max van den Ingh, Founder & CEO of Unmuted, a modern B2B demand gen agency based in Amsterdam. Max's company has been inbound-only for the last 5 years and we get into how companies can move away from lead chasing and start building long-term demand with content. 

We cover: 
-Why many executives still treat marketing like “where are the leads??” 
-The foundations you need in place before you even worry about “content” 
-How Unmuted uses their own marketing to attract the right clients 
-Getting your team to post on LinkedIn without forcing it 
-Why distribution is non-negotiable, especially for B2B content in 2025

If you care about building long-term demand with content instead of chasing MQLs this one is for you. 

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Timecodes:
0:00 Intro
1:39 #1 Lesson from Demand gen agency experience
3:08 Max’s strategy for helping companies understand what marketing they need
4:13 How do you show results from content marketing?
6:25 Tips on content distribution in B2B
10:53 Favorite piece of content you’ve created?
12:24 Why don’t executives understand marketing?
15:30 Favorite part of Drive? 
16:55 Outro

#b2bmarketing #marketingpodcast #contentcreation #businesscontent #videostrategy

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 20, we sit down with Ademola Adelakun, founder of A2 Media in Toronto, a genius when it comes to b2b video strategy and editing.

We talked about why most B2B videos suck, what makes great content work and and how Ademola’s team uses a “content spine” to guide clients through what to create, answering every buyer question before the sales call even happens.

Ademola also shared how he handles client feedback, when to say no to projects and his top tips for editing and making better videos.  Tune in!

What we covered:
- Why 99% of b2b content sucks
- How to make the viewer “the hero”
- What b2b content you need to make to help build trust before the sale
- Why too many voices ruin creative work
- Client red flags and how to spot a bad fit
- Ademola’s favorite editing tools and quick video tips

Timestamps:
0:00 Intro
1:25 Welcome to the show Ademola
2:07 Ademola’s hot take on B2B content
2:55 Favorite piece of B2B content?
5:22 Why Ademola focuses on post-production vs video capture
7:20 What’s different about making videos for B2B
10:29 Biggest pet peeves when working with clients
13:43 How quickly do you know if a client is a good fit?
16:35 Ademola’s top editing tip
17:36 Top 3 tips to make a better video
20:45 Outro

#b2bvideo #b2bmarketing #videostrategy

The EventShark Podcast covers all things B2B marketing, LinkedIn, and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 19, we caught up with Tas Bober, one of the most unfiltered voices on LinkedIn right now.

She’s a landing page expert, co-host of Notorious B2B Podcast with Tim Davidson, and a master at walking the line between smart & edgy LinkedIn content.

Her podcast breaks down the drama of LinkedIn (not the over-polished fluff you might typically see from B2B marketers), and now launching a second show, The Marketer’s Exit, to help more marketers go independent.

We also cover:

• Why LinkedIn is so safe
• How Tas built her personal brand by being “unhinged”
• The idea behind her content shows
• AI, brand, and the rise of fractionals
• Why personality beats polish in B2B content

If you’re tired of safe, copy-paste B2B content… time to tune in. 🎧

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Timestamps:

0:00 Intro

1:52 Welcome Tas Bober!

2:31 Why is LinkedIn so safe?

4:17 Behind the Notorious B2B Podcast

8:25 Launching a new content series in B2B

9:16 ExitFive ad break

10:35 Thought process behind Tas’ new show 

13:20 Why brand is going to be so important

14:46 Is AI really replacing marketing jobs? 

16:25 Benefits of going solo / fractional

17:26 Outro

#LinkedIn #Marketing #B2BMarketing #Podcast

The EventShark Podcast covers all things B2B marketing, LinkedIn, and content creation. We share practical strategies and creative ideas to make B2B content more engaging & effective.

B2B events are evolving fast.. & few people have had a closer look at that evolution than Dan. 

After nearly a decade building alongside Dave Gerhardt across Drift, Privy, and now Exit Five, he’s helped make Exit Five the No. 1 community for B2B marketers over the past two years.

In the episode, you’ll also hear:

- How the B2B industry’s changing
- How Drive became one of the most talked about B2B events
- Why showing up in person might be your biggest advantage
- What live streaming could mean for B2B
- Dan’s best advice for B2B marketers

Timestamps:
0:00 - Intro
1:55 - 2 years of Exit Five & Drive
4:15 - Creating the breakout groups for year 2
6:56 - Trending topics in B2B marketing
7:04 - Exit Five is leaning into AI in marketing
7:54 - Exit Five is expanding into more events
9:09 - Dan picks his EventShark hat + receives a gift
11:08 - How does live streaming work?
12:17 - Will live streaming enter the B2B space?
13:41 - More live streaming history with Ding
16:32 - 1 tip for B2B marketers

#b2bmarketing #marketing #podcast