Afleveringen
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âBold moves get bold results,â says JH Scherck, founder & CEO of Growth Plays
In this episode of The Content Cocktail Hour, JH Scherck, founder & CEO of Growth Plays, joins Jonathan Gandolf to break down what it really takes to win with content in todayâs fragmented, AI-driven search landscape. JH unpacks why traditional SEO still mattersâbut only if itâs tied to real pipelineâand shares his candid take on how most companies are playing it too safe. From AI-powered discovery to the value of earned media and coined frameworks, he offers a clear-eyed perspective on whatâs changing (and whatâs not) in B2B content strategy. If youâre tired of surface-level tactics and ready to create content that actually drives results, this oneâs for you.
In this episode, youâll learn:
Why SEO still worksâif you focus on pipelineHow AI is reshaping search behavior and discoveryWhy bold, creative risks outperform safe plays in marketingï»ż
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with JH Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/
Connect with JH Scherck on X: https://x.com/jhtscherck
Visit Growth Plays: https://growthplays.com/
Timestamps:
(00:00) Intro
(01:09) Meet JH Scherck and Growth Plays
(02:18) Drinking Dominus and California wine habits
(03:06) Is SEO dead? Why itâs evolving, not obsolete
(05:18) Fragmented search, new discovery behaviors
(06:47) Search as an introduction, not the whole journey
(07:44) Differentiation and finding your point of leverage
(08:51) Why pipeline matters more than traffic
(10:38) Contentâs role in qualified lead generation
(12:58) How AI and GEO are influencing visibility
(14:56) What earns citations in generative engines
(15:27) Coining phrases over chasing keywords
(16:51) Why no one has GEO figured outâyet
(18:36) Personalization, prompts, and user context in AI
(20:11) JHâs unpopular opinion: Play it safe, stay stuck
(21:29) Career-defining content risks that paid off
(22:41) Playing it safe wonât get you promoted
(23:16) How to connect with JH and Growth Plays
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âOur content should be worth someoneâs timeâand money,â says David Ebner, founder & CEO of Content Workshop
In this episode of The Content Cocktail Hour, David J. Ebner, founder & CEO of Content Workshop, returns to chat with Jonathan Gandolf about the evolving expectations for content in a post-AI world. David shares why content should meet a new âthreshold of valueââso good people would willingly pay for itâand explains how this mindset influences everything from newsletters to long-form assets. He also unpacks the tension between automation and authenticity, why âmoral marketingâ matters, and how brands can embrace SEO and backlinks even in a zero-click search environment. If youâre feeling stuck on the AI content hamster wheel, this episode offers a compelling case for slowing down and zigging when everyone else is zagging.
In this episode, youâll learn:
How to create content that earns attention and trustWhy brands should rethink the ROI of SEO and backlinksHow to frame content creation as a moral decision, not just a metricï»ż
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with David Ebner on LinkedIn: https://www.linkedin.com/in/davidjebner
Visit Content Workshop: https://contentworkshop.com
Timestamps:
(00:00) Intro
(01:06) Davidâs background and the origin of Content Workshop
(03:27) Ube mocktails and scaling back on drinking
(04:01) Why content should be worth paying for
(06:13) Valuing time and attention in the age of AI
(08:21) The ROI of high-value content
(09:57) Content libraries as recurring revenue assets
(11:21) Real examples of premium content from Davidâs team
(12:03) Give away the secret sauce
(13:54) Standing out with quality, not just quantity
(15:55) Why marketers must create with morality in mind
(17:22) Who does your content helpâand hurt?
(20:54) Davidâs unpopular opinion: SEO still matters
(22:24) Why backlinks are more important than ever
(24:10) What generative engines reveal about good SEO
(25:20) How to connect with David and Content Workshop
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Zijn er afleveringen die ontbreken?
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âIn the age of AI, the only differentiator is how you get your people to scale,â says Rachel Downey, founder and CEO of Share Your Genius
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Rachel Downey, founder and CEO of Share Your Genius, to explore what it really takes to build a high-impact podcast or content feed in todayâs B2B world.
Rachel breaks down the difference between launching a âshowâ and building a âfeed,â why downloads donât tell the whole story, and how marketers should be thinking about ROI in human-first content strategies. She also shares how companies can start small, get scrappy, and make smarter content investmentsâwithout sacrificing authenticity.
In this episode, youâll learn:
Why a podcast might not be the best place to startâand what to do insteadHow to differentiate between metrics of performance and metrics of successWhat âpeople-firstâ content actually looks like and how to scale it effectivelyResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelelstsdowney/
Explore Share Your Genius: https://www.shareyourgenius.com
Timestamps:
(00:00) Intro
(01:26) The evolution of podcasting
(02:24) Personal journey in podcasting
(04:38) Show vs. feed
(06:29) Measuring success in podcasting
(14:08) Building a business case for podcasts
(17:21) The role of AI in content creation
(21:42) Why LinkedIn works better without a plan
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âI donât think B2B is as boring as people say it is. I think people are just bored in general,â says Brianna Doe, founder and CEO of Verbatim.
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Brianna Doe, founder and CEO of Verbatim, to unpack how B2B brands can show up with the same creative energy as B2Câwithout chasing trends or bloating their budgets.
Brianna shares why influencer marketing deserves a real seat at the B2B table, what a minimum viable pilot program actually looks like, and how building a network on LinkedIn helped her go all-in on her own agency with zero outbound. She also dives into how internal influencers (yes, even your CEO) can drive brand affinity more authentically than any corporate page.
In this episode, youâll learn:
How to test influencer marketing in B2Bâwithout a 6-figure budgetWhy internal creators are your brandâs most underutilized assetWhat it takes to confidently build a business and brand from scratchResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Brianna on LinkedIn: https://www.linkedin.com/in/brianna-doe/
Explore Verbatim: https://www.verbatim.com
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Timestamps:
(00:00) Intro
(01:07) Brianna's background and current work
(01:52) From old fashioneds to margaritas
(03:06) Journey into influencer marketing
(04:42) Influencer marketing strategies for B2B
(12:28) Tools and resources for influencer marketing
(13:21) Internal influencers and company culture
(16:48) The journey to Verbatim
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âBuilding strong relationships takes time, and thatâs what many B2B marketers miss,â says Mike Allton, Chief Storyteller at Agorapulse
In this episode of The Content Cocktail Hour, Mike Allton, Chief Storyteller at Agorapulse, joins Jonathan Gandolf to discuss the evolution of social media marketing and why relationships, not quick sales, are the foundation of B2B success. Mike shares his journey from influencer ambassador to storyteller at Agorapulse, his thoughts on how brands can empower employees to share their story, and why relationship-building in social media cannot be automated by AI. He also discusses the challenges of AI-generated content, the importance of brand consistency, and why LinkedIn connection requests shouldnât always lead to a sales pitch.
In this episode, youâll learn:
How to empower employees to authentically represent your brandWhy building relationships on social media requires patience and timeHow to balance automation with personal connection in B2B marketingï»ż
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Mike Allton on LinkedIn: https://www.linkedin.com/in/mikeallton/
Connect with Mike Allton through The AI Hat: https://theaihat.com/connect/
Explore The AI Hat: https://theaihat.com/
Explore Agorapulse: https://www.agorapulse.com/
Timestamps:
(00:00) Intro
(01:31) Mike Alltonâs journey and role at Agorapulse
(04:03) The importance of empowering employees to share brand stories
(07:02) The shift from corporate to human voices in social media
(11:06) Navigating AIâs influence on social media content
(12:30) How AI is both a tool and a challenge for content creation
(13:04) The dangers of LinkedIn pitch slaps
(14:30) Balancing automation and personal connection in outreach
(19:17) The evolution of social media marketing in B2B
(22:19) The future of relationship-building in digital marketing
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âPositioning and messaging might be perfect, but without distribution, it doesnât mean anything,â says Jonathan Pipek, founder and CEO of Blue Manta Consulting
In this episode of The Content Cocktail Hour, Jonathan Pipek, founder and CEO of Blue Manta Consulting, joins Jonathan Gandolf to unpack the often-misunderstood world of product marketingâand why distribution, not differentiation, is the real battleground for startups. Jonathan shares why startups should consider fractional product marketing support before making their first full-time hire, whatâs broken about personalization at scale, and why webinars feel increasingly outdated in todayâs crowded B2B environment. He also dives into the critical role of language, community, and actionable content in building trust with modern buyers.
In this episode, youâll learn:
When startups should hire product marketing and when they shouldnâtWhy AI personalization at scale often backfiresHow distribution has overtaken positioning as the real growth challengeResources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Jonathan Pipek on LinkedIn: https://www.linkedin.com/in/jonathanpipek/
Explore Blue Manta Consulting: https://www.bluemantaconsulting.com/
Timestamps:
(00:00) Intro
(01:31) Jonathan Pipekâs background and approach to startups
(04:03) Defining product marketing at early-stage companies
(07:02) When to hire product marketing full-time vs fractional
(11:06) Whatâs not working: AI personalization at scale
(12:30) Why ads are delivering diminishing returns
(13:04) The distribution problem no one talks about
(14:30) How product marketing and content marketing should collaborate
(19:17) Why webinars feel outdated in 2025
(22:19) Why actionable content beats thought leadership today
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âI think AI is not the future. Human-led content is the future. Authentic stories are the future,â says Tim Rath, co-founder and CEO of YOYABA
In this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketingâand why itâs much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in todayâs B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.
In this episode, youâll learn:
How revenue marketing shifts focus from lead gen to business outcomesThe importance of product-market fit and message-market fitThe underrated power of personal branding in a noisy AI-driven worldï»żï»ż
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Tim on LinkedIn: https://www.linkedin.com/in/timrathofficial/
Explore YOYABA: https://www.yoyaba.com/
Timestamps:
(00:00) Intro
(03:52) The concept of revenue marketing
(07:22) Aligning marketing and sales for success
(12:20) The role of brand marketing
(13:37) Keys to rapid business growth
(17:01) Founding a business with family
(18:32) Building a marketing career from scratch
(19:58) AI is not the future
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âDonât ask for the meeting. People arenât dumb. Your job is to help them do theirs better,â says Mason Cosby, CEO and co-founder of Scrappy ABM
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software.
Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedInâand why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldnât be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.
In this episode, youâll learn:
Why tooling isnât what makes or breaks your ABM programâand what actually doesHow to build a content-led ABM engine using what you already haveThe critical signals that mean your company is (or isnât) ready for ABMResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/
Explore Scrappy ABM: https://scrappyabm.com
Timestamps:
(00:00) Intro
(01:20) Marketing insights
(01:49) The essence of Scrappy ABM
(04:01) Building effective ABM programs
(16:28) The role of content in ABM programs
(16:56) Starting with what you have
(19:23) Mapping content to buyer journeys
(26:43) Donât ask for the meeting
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âYou canât expect customers to come back if theyâre not getting a good experience,â says Christian Burne, CTO of Oshyn
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In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Christian Burne, CTO of Oshyn, to explore the world of digital trust and its critical role in creating exceptional website experiences. From performance and accessibility to security, Christian explains how companies can build trust with their users by focusing on these three key pillars.
Christian shares insights from Oshynâs Digital Trust Index, which measures how well websites perform across these areas, and discusses why companies with the best security scores arenât always excelling in other areas. He also explores the implications of headless websites, sharing when they make sense and when they might not be the right fit for every business. The conversation touches on how small adjustments can make a big difference in customer experience and why prioritizing digital hygiene is more important than ever.
In this episode, youâll learn:
Why security alone isnât enough for a great website experienceHow the Digital Trust Index helps brands measure their online performanceWhen to choose headless websitesâand when to reconsiderResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianburne/
Explore Oshyn: https://www.oshyn.com/
Check out the Oshyn Digital Trust Index: https://lp.oshyn.com/o/oshyn-digital-trust-index-report/
Analyze your siteâs performance using Oshynâs AI-Enabled Reliability Report: https://www.oshyn.com/reliability-report?utm_source=chatgpt.com
Timestamps:
(00:00) Intro
(01:12) Christianâs role at Oshyn and the Digital Trust Index
(03:00) The importance of performance, accessibility, and security
(06:10) When headless websites make sense
(09:30) Key findings from the Digital Trust Index report
(12:20) Measuring what matters in web performance
(15:00) The role of AI in web experiences
(17:00) What companies often overlook in their websites
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âThe easiest and most reliable way to get amazing talent is to work with your network and your employeesâ networks,â says Emeric Ernoult, co-founder and CEO of Agorapulse
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Emeric Ernoult, co-founder and CEO of Agorapulse, to explore the power of leveraging social media and networks to build a successful business. Emeric shares how his journey as a SaaS entrepreneur has led him to discover the critical role that social media plays in attracting top talent, driving brand awareness, and generating quality leads.
From Agorapulseâs early product-led growth to its transformation into a marketing and sales-led company, Emeric discusses how the company shifted its approach and why leveraging your employees and their networks is key to achieving greater success. He also shares his unique take on why branding is just as important as lead generation and how the right social media strategies can yield impressive results.
In this episode, youâll learn:
How to effectively leverage your employeesâ networks to hire top talentWhy social media isnât just about posting content, but about creating genuine connectionsThe balance between branding and lead generation in B2B marketingResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Emeric on LinkedIn: https://www.linkedin.com/in/ernoult/
Explore Agorapulse: https://www.agorapulse.com/
Timestamps:
(00:00) Intro
(01:10) Emericâs background and entrepreneurial journey
(03:00) The evolution from product-led to marketing and sales-led at Agorapulse
(06:45) The importance of leveraging your employeesâ networks for growth
(10:20) Balancing branding with lead generation
(13:30) Measuring social media success and ROI
(17:10) The future of social media marketing in B2B
(21:00) Key lessons learned from failures and successes in business
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âPeople relate to people, not tasting notes,â says Haley Moore, founder of Acquire
In this episode of The Content Cocktail Hour, Jonathan Gandolf welcomes Haley Moore, founder of Acquire, to explore the intersection of hospitality and B2B marketing. From her Michelin-star sommelier roots to reimagining virtual and in-person events for top brands, Haley shares how human connectionânot decks or tasting notesâis the key to unforgettable customer experiences.
She shares her belief that the best events arenât necessarily the biggest or most expensiveâtheyâre the most personal. Haley breaks down why surprise-and-delight isnât just a hospitality trick, but a scalable B2B strategy, and why the smallest gestures often make the biggest impressions.
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In this episode, youâll learn:
How Acquire brings Michelin-level hospitality to virtual and in-person B2B eventsWhy personalization at scale beats templated âevent in a boxâ strategiesThe power of follow-up: what happens after the event matters mostResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Haley on LinkedIn: https://www.linkedin.com/in/haley-moore-9606711a6/
Explore Acquire: https://acquire-wine.com
Timestamps:
(00:00) Intro
(01:15) Haley's journey in the restaurant business
(02:01) The birth of Acquire during the pandemic
(02:25) The evolution of virtual events
(03:13) The magic of wine and storytelling
(05:33) Jonathan's background and insights
(08:52) The power of hospitality in business
(15:44) Learnings about founding and scaling a business
(18:50) How salespeople are missing what actually matters
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âVideo is a tool for democratizing creative storytelling,â shares Drew Brucker, Director of Brand & Content at Goldcast
ï»żIn this episode of The Content Cocktail Hour, Drew Brucker, Head of Brand and Content at Goldcast, shares how B2B marketing has evolved in a video-first world, and why companies can no longer afford to avoid using video as a key content strategy. Drew discusses Goldcastâs shift from being an event platform to a comprehensive B2B video content solution, and how AI is playing a huge role in making video production more accessible and scalable for marketers.
He explores the power of video for building mindshare, the importance of creating memorable content, and why marketers need to adapt to the growing trend of video-first strategies.
In this episode, youâll learn:
Why video-first content strategies are the future of B2B marketingHow to leverage AI to make video production more efficientThe shift from transactional marketing to relationship-building with mindshareResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewbrucker/
Explore Goldcast: https://goldcast.io
Explore Content Lab: https://www.goldcast.io/contentlab
Timestamps:
(00:00) Intro
(01:33) Drewâs journey and Goldcastâs evolution
(03:00) The role of AI in content creation
(06:00) Shifting to a video-first content strategy
(10:00) Building mindshare with video
(14:20) Why marketers need to rethink ROI
(17:00) The impact of video on brand awareness
(20:00) Tips for successfully integrating video in B2B marketing
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âGreat content is content thatâs worth 10x the readerâs time,â says Ryan Allis, CEO and Founder of SaasRise
In this episode of The Content Cocktail Hour, Ryan Allis, Founder of SaasRise, shares the playbook behind scaling a content-led B2B growth engine in 2025. He breaks down why traditional inbound and SEO strategies are losing steam, and how AI-personalized outbound and ABM are becoming the new standards for driving qualified leads.
Ryan also walks through his weekly content creation workflow, SaasRiseâs approach to LinkedIn thought leadership, and the underrated power of tracking content impressions across every touchpoint.
In this episode, youâll learn:Why inbound marketing and SEO need a major update in the age of AIHow SaasRise uses AI-personalized outbound to achieve high-performing lead genWhat a modern B2B content machine looks like and how to build one from scratchResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryanallis/
Explore SaasRise: https://www.saasrise.com/
Timestamps:
(00:00) Intro
(03:52) Inbound marketing is losing ground
(06:31) Reaching cold leads that convert
(11:28) How Ryan creates weekly content fast
(13:18) Why AI outbound works better now
(16:20) What Ryan tracks across all channels
(21:38) AI emails are driving most leads
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âMarketers are sociologists. We see the entire market. Sales are psychologists. They focus on one thing in front of them,â shares Nadia Davis, VP of Marketing at CaliberMind
In this episode of The Content Cocktail Hour, Nadia Davis, VP of Marketing at CaliberMind, unpacks the realities of ABM, revenue marketing, and why marketing leaders need to align with the language of the boardroom. Nadia shares how ABM has always existedâlong before platforms tried to "productize" itâwhy MQLs arenât actually dead, and the biggest mistake companies make when implementing account-based strategies.
She also explores the operational side of marketing, offering insights on why instrumentation and process matter just as much as creativity, and how marketers can set themselves up for success when stepping into new leadership roles.
In this episode, youâll learn:
Why ABM isnât as new as people thinkâand how to actually make it workHow to prove marketingâs value in the boardroom and tie impact to revenueThe biggest tech trap ABM marketers fall intoâand how to avoid itResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Nadia on LinkedIn: https://www.linkedin.com/in/nadiadavis/
Explore CaliberMind: https://www.calibermind.com
Timestamps:
(00:00) Intro
(01:33) Nadia's marketing journey and insights
(03:56) The evolution and misconceptions of ABM
(05:16) Defining ABM and its practical applications
(08:21) Challenges and strategies in ABM implementation
(15:28) Tracking success in ABM and marketing
(20:35) Nadia's first 90 Days at CaliberMind
(23:41) Why MQLs arenât dead
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âThe smartest brands are the ones rallying people around a causeânot just selling a product.â says Karthi Ratnam, Co-Founder of Audience Haus
In this episode of The Content Cocktail Hour, Karthi Ratnam, co-founder of Audience Haus, joins Jonathan Gandolf to explore the power of Movement Marketing in B2B. Karthi shares how brands can break free from the âsea of samenessâ by building authentic, engaged communities that drive lasting demand.
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She talks about why founder-led movements are the future of B2B marketing, how human psychology plays a crucial role in brand-building, and why traditional marketing tactics are failing in todayâs landscape. Karthi also discusses the role of AI in sales and marketing, explaining how businesses can leverage AI while keeping human connection at the core of their strategies.
In this episode, youâll learn:Why Movement Marketing is the key to standing out in B2BHow AI can enhance, not replace, human-led marketingThe importance of founder-led sales and why leaders should be the face of their brandResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Karthi on LinkedIn: https://www.linkedin.com/in/karthiratnam/
Explore Audience Haus: https://www.audiencehaus.com/
Timestamps:
(00:00) Intro
(01:12) What is Movement Marketing?
(03:28) Why traditional B2B marketing is failing
(06:45) The psychology behind movement-driven branding
(10:02) The rise of founder-led sales and why it matters
(14:30) How AI can support human-first marketing
(19:20) The challenges of building a brand-led community
(24:05) Karthiâs unpopular opinion on B2B marketing
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âYou wouldnât send your AI to a sales dinner to close a deal. You would still go, but the AI can do so much work for you to prepare and even get you that dinner.â says Garrett Scott, VP of Marketing at Bounti.ai
In this episode of The Content Cocktail Hour, Garrett Scott, VP of Marketing at Bounti.ai joins Jonathan Gandolf to discuss how AI is reshaping B2B sales and marketing. Garrett shares insights on how AI augmentsânot replacesâhuman decision-making, how Bounti.ai approaches go-to-market strategies, and why personalization and efficiency are the keys to success in the evolving AI landscape.
Garrett also dives into the practical ways AI enhances marketing workflows, from eliminating the âblank pageâ problem to accelerating content production, and explains why the future isnât just about AIâitâs about the synergy between AI and human expertise.
In this episode, youâll learn:How AI can eliminate the âblank pageâ problem and accelerate content creationWhy AI should be used to augment human decision-making rather than replace itThe strategy behind Bounti.aiâs unique approach to launching multiple AI-driven brandsï»ż
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Garrett on LinkedIn: https://www.linkedin.com/in/garrettscott/
Explore Bounti.ai: https://bounti.ai
Timestamps:
(00:00) Intro
(01:09) AI's role in marketing
(01:56) The human touch in AI
(03:29) AI in sales and marketing
(08:13) Bounti Labs' unique approach
(13:25) Using AI in daily marketing tasks
(15:15) Challenges and success metrics
(19:01) Skepticism about LinkedIn
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âSocial media programs that are built solely for driving awareness are almost always destined to fail, not because they donât achieve their objective, but that they are almost always misaligned,â says Darien Payton, founder and CEO at Antidote
In this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demandânot just awarenessâand why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.
In this episode, youâll learn:Why traditional social media strategies in B2B are failingâand how to fix themHow Creative Demand combines storytelling and strategy to drive revenueThe role of strategic campaigns in turning social into a demand engineResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Follow Darien on X: https://x.com/DarienPayton
Connect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/
Explore Antidote: https://www.antidotemedia.co/
Timestamps:
(00:00) Intro
(01:18) Creative demand explained
(03:18) The role of creativity in demand generation
(06:14) Successful creative campaigns
(08:10) Social media strategies for B2B
(14:56) Converting social media into demand
(18:47) Misalignment of social media and business objectives
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âThe minute you put down a sales motion on paper, itâs already broken. Like itâs no longer relevant, right? Itâs no longer relevant because your buyer has moved on,â says Ashar Rizqi, co-founder at Bounti.ai.
In this episode of The Content Cocktail Hour, Matt Cooley and Ashar Rizqi, co-founders of Bounti.ai, break down the evolving landscape of B2B go-to-market strategies and how AI is shifting the way businesses acquire and engage customers. They share why traditional BDR motions are failing, why agility beats enterprise sales, and how their AI-powered approach is scaling smarter, not harder. They talk about the dangers of AI-generated content flooding marketing channels, why email as a sales tool might be dying, and how product-led strategies are the future of B2B growth.
In this episode, youâll learn:How Bounti.ai is building an alternative to enterprise sales motionsWhy AI-driven content saturation could kill email and web marketingThe role of proprietary AI models in reshaping sales and marketingResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Matt on LinkedIn: https://www.linkedin.com/in/matt-cooley-12b2682/
Connect with Ashar on LinkedIn: https://www.linkedin.com/in/ashar-rizqi-6614487/
Explore Bounti.ai: http://Bounti.ai
Timestamps:
(00:00) Intro
(01:06) Why traditional go-to-market strategies are broken
(04:14) The problem with forecasting in sales
(06:32) How Bounty AI automates sales prospecting and outreach
(09:46) Why AI should focus on delighting customers, not just efficiency
(14:16) The impact of AI on buyer behavior and marketing channels
(19:33) Why B2B sales needs a new model
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âPeople read three-star reviews. They don't read five-star reviews. People are looking for truth. They're looking for actual helpful content, and nothing's five stars,â says Allyson Havener, CMO at TrustRadius
In this episode of The Content Cocktail Hour, Allyson Havener, CMO at TrustRadius, explores how reviews, AI, and data-driven content are shaping modern B2B marketing. Allyson shares why quality beats quantity when it comes to reviews, how TrustRadius is setting the industry standard for authenticity in customer voice, and why proprietary data is a brandâs secret weapon in the age of AI. She also offers her unique perspective on why CMOs, not CROs, should lead go-to-market teams and how aligning marketing with finance is a game-changer.
In this episode, youâll learn:Why TrustRadius rejects nearly half of its submitted reviews to maintain quality and credibilityHow AI is affecting buyer trustâand how businesses can protect their content from becoming commoditizedThe hidden power of proprietary data and how it fuels content, product, and marketing strategyï»ż
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Allyson on LinkedIn: https://www.linkedin.com/in/allyson-havener
Explore TrustRadius: https://www.trustradius.com
Timestamps:
(00:00) Intro
(01:16) Understanding TrustRadius
(02:04) Balancing vendor and buyer solutions
(04:54) The importance of quality reviews
(05:53) Philosophy and strategy at TrustRadius
(08:52) AI's role in reviews
(12:39) TrustRadius' data-driven content strategy
(17:32) The value of content marketing
(23:38) Why CMOs may be better suited to lead revenue teams
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âIdentify the things that are eating away at people's time to do the jobs that they are getting paid to do,â says Josh Carter, Senior Director of Demand Generation at Pavilion
In this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.
In this episode, youâll learn:
Why referrals drive 60-70% of Pavilionâs new memberships - and how they activate that channelHow AI is helping sales teams personalize outreach and improve conversion ratesThe role of brand investment in building long-term demand and trustResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116
Explore Pavilion: https://www.joinpavilion.com/
2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report
Timestamps:
(00:00) Intro
(02:00) Understanding Pavilion's unique DemandGen approach
(04:06) The role of AI in Pavilion's sales process
(04:57) Optimizing the sales funnel with AI
(06:02) Leveraging AI for personalized marketing
(15:17) Building a centralized AI knowledge repository
(17:29) Balancing AI and brand authenticity
(21:55) The importance of brand in B2B marketing
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