Monster trucks, skeletons, and a CMO who doesn’t think about cost analysis very often.

In this in-studio conversation, Torq CMO Don Jeter breaks down how brand-led world-building beats feature dumps, why entertainment now matters more than information on the trade show floor, and how a Monster Jam partnership and an episodic LinkedIn “junior intern” series created real pipeline by earning mental real estate long before buyers are in-market. We get into the 60-day rebrand sprints, showing up at Black Hat, aligning sales and product so bold creative actually converts, measuring what matters when attribution gets fuzzy, and using AI for brainstorming without shipping “AI slop.”

Stick around to the lightning round where Don reveals his $10M marketing moonshot and the sacred marketing belief he thinks won’t age well. If you care about brand, demand, and breaking B2B sameness, watch through to the end and then queue it up on audio for the commute.

Key Moments:

00:00: Brand > Features: Cold Open

02:09: Rebrand to Stand Out (Not Blend In)

03:53: Trade Show Strategy + Monster Jam Booth

07:31: World-Building for B2B Brands

10:02: Episodic LinkedIn: Meet “Intern Trevor”

13:18: Do Bold Stunts Actually Drive Revenue?

20:16: Brand x Product x Sales: Tight Alignment

30:04: Polarizing on Purpose: Handling the Haters

34:30: Collabs, Culture & Consistency (Beyond F1)

38:52: AI for Ideas, Humans for Taste

45:00: Hiring Creatives + Technical PMM Muscle

48:03 Lightning Round (Super Bowl Ads, Hot Takes & More)

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