Podcast
The B2B Content Show
Hosted by EventShark · EN
The B2B Content Show is a weekly show from EventShark where Jake Clare and Ding Zheng sit down with marketers, founders, and business leaders to talk content strategy, LinkedIn, video production, and event marketing.
New episodes every week 🎧
16episodes
Episodes
Newest firstAll episodes
He Built 55K+ Followers on LinkedIn by Ignoring Every “Best Practice”
2w ago00:44:12Tap to summarizeEveryone tells you to post consistently, stay in your niche, and use AI to scale. Every “best practice” is really about optimizing. JC optimized one thing instead; Meaning it. In this episode, Jake and Ding sit down with JC Pollard, sales leader at Gong with 55K+ followers on LinkedIn, to talk about why it's more important to be authentic than to optimize your content for analytics in search of virality, how you can grow and scale on social media without religiously following all the advice you see online, and more:Why niching down isn't as necessary as everyone saysThe problem with letting AI write your postsWhy chasing virality is the wrong goalWhat it means to build a brand people trustHow to handle criticism onlineWhy you shouldn't be so obsessed with your analyticsThis episode is proof that there's more than one way to build an audience and grow on social media. Tune in now to find out how!--00:00 - Intro Trailer00:53 - Welcome to the show01:01 - Guest introduction01:41 - Who is JC in 30 seconds02:31 - JC's golf YouTube channel and why he stopped02:57 - Wanting to be the CEO of YouTube04:21 - How Ding got into rapping05:19 - How long has JC been making content on LinkedIn?05:58 - Why did JC start making content?07:15 - How he's thinking about making content now08:10 - Tactical vs. Personal approach to LinkedIn content09:55 - Dispelling the myth about Gong12:45 - Why 99% of great sellers never post14:53 - The Berlin Marathon16:02 - Building a home gym18:19 - Good Ole Days Golf YouTube Channel20:10 - The YouTube golf community21:10 - The other type of content JC's doing22:35 - Ding Freestyle Segment25:22 - How cold calling made him a better freestyler26:09 - JC's cold call opener26:50 - Why he loves cold calling27:50 - The Masters hat gifting story29:53 - Rapid Fire: Sales or Golf Content?30:12 - Rapid Fire: A creator you're studying right now, or watching?30:59 - Rapid Fire: Which is better at getting people's attention, comments or DMs?31:21 - Rapid Fire: Most underrated LinkedIn advice JC has for people on LinkedIn32:32 - Are we losing original thought?33:16 - How Ding actually uses AI34:06 - Your brain is a muscle36:02 - Handling hate online38:58 - Crabs in a Bucket40:16 - Favorite way to work out41:15 - Running and letting go of the ego42:40 - Don't turn your hobby into a second job43:38 - Outro
Transcribe →B2B Marketing in 2026: AI Wrappers, Infinite Content, Service as the Moat & Claude Brain
4w ago00:36:38Tap to summarizeStanding out in B2B used to come down to having a louder campaign. But in 2026, when everyone can ship features and spin up content overnight with AI, it means the game is changing. The teams winning are competing on service, distribution, and how well they actually know their customers.We sat down with Jay Desai, Growth Lead at Navattic and a former solo marketer, go-to-market operator, and former SaaS founder, to unpack how B2B go-to-market is shifting under all this pressure, and where the advantages are within tools like Claude's MCP connectors.In this episode they get into:- Why service is becoming the real moat in B2B, and where the handoff from sales to customer success quietly breaks- The move from selling tools to selling outcomes, and what "services as software" means for how you package and price offerings- How B2B pricing is being rewritten, from seat-based to usage-based AI models, and what that changes for buyers and vendors- Winning content in a noisier market: why you don't need to go viral, just the right customers watching, and why testimonials and mid-funnel win- The distribution trap most teams miss, and why your best channel might be a rep sending the right asset- Buy vs build: the maintenance trap teams could fall into when they try to build everything in-houseWhether you're rethinking how you sell, price, or show up in a market that gets noisier by the day, this one's packed with takeaways.Give it a listen!--Timestamps:00:00 - Intro Trailer00:37 - Welcome to the show00:50 - Guest introduction01:34 - What Japan taught Jay about B2B Marketing03:23 - Why service is the real differentiator03:43 - From software as a service to services as software06:25 - Why B2B companies struggle with service quality?08:11- The sales to customer success handoff gap09:40 - Reading account signals before things break10:24 - Seat based SaaS model vs usage based AI model12:41 - Will subsidized token spend last?13:55 - The AI adoption bell curve14:22 - What actually counts as a wrapper company?16:57 - Privacy and security risks of vibe coded tools17:35 - What content breaks through the noise?19:20 - Why EventShark's video offerings have changed20:01 - Shift to middle and bottom of funnel content21:18 - You don't need to go viral22:18 - The distribution trap most people miss22:36 - Quadruple your content and store it23:37 - Advice for solo and small marketing teams25:07 - The best Claude prompt to find what to automate25:28 - What EventShark is building with Claude25:59 - How vibe coding has evolved27:52 - The best way to use AI day to day29:07 - How the documentation process has changed29:57 - The document everything blind spot30:45 - Sharing Claude skills across the team32:35 - A two layer system for AI context across accounts34:31 - One prediction for the next 12 months36:11 - Outro
Transcribe →Winning Outbound in 2026, the Phone Comeback, Going All-In on Claude, “AI Slop” Problem, & Event Strategy (ft. John Eitel)
Jun 2500:43:34Tap to summarizeIf everyone has access to the same AI tools and can scale outreach faster than ever, how do you stand out from all the noise?We sat down with John Eitel, Chief Growth Officer of Orum and a 7x sales leader, to talk B2B sales, AI adoption, and why human connection is becoming the real competitive advantage.In this episode they get into:- Cold calling making a comeback- Running events that are prioritizing connection- The cost of handing your whole sales team access to AI & moreAI makes good sellers better, but it doesn't create them. If you want to know how to use AI to sell smarter without losing the human side of selling, give this episode a listen!--Timestamps:0:00 Welcome to the show0:32 Guest introduction4:00 How is B2B selling changing right now?6:35 Usage-based or seat pricing – which wins?8:42 How do you break into accounts in 2026?11:19 Selling a sales solution as a seller12:55 Why don’t buyers buy tools anymore?13:24 When is a prospect not worth your time?15:06 Is cold calling really back from the dead?17:07 How has cold calling gotten harder?18:26 Do top execs really take cold calls?19:27 Breaking into your target accounts in 202621:16 Why are in-person events suddenly back?23:40 Throwing events in 202626:10 Putting John’s entire sales team on Claude29:10 Is “token-maxxing” just hype?30:26 Is AI quietly making reps worse at selling?31:15 Who should own your AI tools?33:29 Where does AI create real sales value?34:45 Why is AI just a “PhD-level intern”?35:55 Rapid fire - best cold-call opener?36:27 Rapid fire - worst sales advice still around?37:26 Rapid fire - biggest red flag in a hire?37:48 Rapid fire - most underrated sales methodology?38:44 Rapid fire - a CRO’s most important job?39:19 Rapid fire - the one metric that matters?40:44 Can Ding freestyle a sales rap on the spot?#b2bsales #b2bmarketing #coldcalling #salesstrategy #aiinsales
Transcribe →Your Best B2B Content Isn’t One That Goes Viral
Apr 2101:15:11Tap to summarizeMillennials have the trust and credibility but can't generate demand while Gen Zs have the audience but can't generate revenue from it. . And right now, neither of them knows how to bridge that gap.In this episode, Jake and Ding sit down with Jonny Rose, founder of The Story Club and video coach to 86 B2B founders across the UK and Europe, to talk about why millennials and Gen Zs are stuck on opposite sides of the attention-to-revenue problem, why the US is years ahead of the UK in B2B content, and how the right video strategy can make your sales process a whole lot smoother.They also get into: The UK's "no pitching" cultureWhy the most unsexy videos are often the most effectiveThe trust recession and why AI content is making it worseIn-house creators vs agenciesAI's impact on agenciesWhether you're struggling to get attention or turn it into revenue in a market that's getting noisier by the day, this episode is packed with insights you can take back to your content strategy and sales process. Tune in now!#b2bmarketing #b2bcontent #videomarketing #founderledcontent #contentmarketing #contentcreation #b2bpodcast--Timestamps:0:00 - Intro1:38 - UK vs US video marketing3:37 - Why people keep putting video off5:26 - Time is a bigger barrier than money7:43 - Why inbound beats cold outreach9:37 - How long before you see results?10:11 - Using video as a sales tool11:46 - Content that arms your sales team12:41 - What kinds of videos are a waste?13:38 - The $100K launch video is dead16:27 - The worst type of video out there18:17 - UK vs US — the sales friend zone22:41 - The generational content gap25:00 - Attention without a clear offer26:38 - Having a leaky funnel28:26 - You need something to actually sell34:09 - Hiring an in-house creator37:48 - Why video matters for your business39:00 - Stop chasing virality42:08 - Sell the problem before the solution45:19 - Make B2B boring again51:05 - Agencies vs awards vs actual results56:09 - AI is changing the agency game1:09:38 - People will always come back to people1:11:24 - Why video case studies > written ones1:13:27 - Getting video testimonials that land1:14:08 - Word of the week — Tall Poppy Syndrome
Transcribe →What’s Working on LinkedIn for B2B in 2026
Apr 1300:45:12Tap to summarizeTurns out B2B content CAN go viral ⚠️In this episode, Tas Bober (founder of The Scroll Lab) & Tim Davidson (founder of B2B Rizz) from the Notorious B2B show join Jake Clare and Ding Zheng for Ep. 5 of the pod.They talk about what it takes to build an engaging B2B show, how to grow on LinkedIn, and get sponsors to fund the show without giving up creative control.They also get into:Notorious B2B’s viral clip that hit 2.9M impressions on InstagramHow they landed Exit Five as a sponsor without a pitch deckNavigating sponsor approvalsLinkedIn content formats driving the most growth in 2026If you're a marketer, a content creator, or just someone trying to build an audience in 2026, this is a must listen! 🎧--Timestamps:0:00 Intro0:31 Meet the Notorious B2B crew1:42 What Tim & Tas learned after 53 episodes2:10 The clip that hit 2.9M impressions3:07 Why timely content beats evergreen6:25 Zigging when everyone else zags7:38 B2B edutainment explained9:29 Be a content hoe10:33 Try new content formats11:27 LinkedIn vs. other platforms for building a show12:36 Personal brand vs. company page14:19 How often Tim posts now vs. before15:14 Staying visible without posting 16:30 How Tas gets business from commenting on posts17:04 LinkedIn comment impressions are wild18:49 How the Notorious B2B landed their first sponsor20:29 Controversial content and sponsor red tape22:00 Creative autonomy in sponsor contracts23:38 Repositioning the show without changing it26:09 Making an engaging remote podcast28:26 Tas's top content tip right now29:14 What makes an infographic go viral31:02 Dwell time on LinkedIn explained33:46 Connor's B2B content tip34:56 Tim's LinkedIn video format tip37:56 Ding's spicy take on the either/or question39:43 Lock in your foundation before swinging big40:48 Don't be afraid to fail and repost41:52 Post consistently and let the data tell you what works44:34 Wrap-up + outro
Transcribe →State of LinkedIn 2026, Live Streaming, & the Future of B2B Content | ft. Morgan J Ingram
Apr 600:44:19Tap to summarizeLinkedIn is changing… and what's next for the platform? How do you stay relevant?In this week's episode, we ditched the usual pod format and had an honest conversation on LinkedIn with Morgan J Ingram (194k followers on LinkedIn) and the AMP Social team to talk about the future of LinkedIn and where B2B livestreaming fits in.More in the episode:Why livestreaming builds credibility in B2BWhat makes live content more engaging and relatableThe problem with posting more on LinkedInWhy IRL events are making a comebackIf you want to build a content strategy that's ready for where B2B is heading, tune in. 🎧#LinkedIn #LinkedInTips #B2BMarketing #Livestreaming #ContentMarketing--Timestamps: 0:00 - Intro1:26 - The state of LinkedIn right now2:48 - How Muffins with Morgan started6:00 - What makes a live stream actually work9:46 - Live streaming culture and parasocial connection14:31 - Live commerce in China17:15 - Why IRL events are making a comeback22:52 - Niche consistency and showing up on camera27:38 - The LinkedIn grind is getting old30:16 - Goodhart's Law and LinkedIn engagement32:00 - Is LinkedIn still worth it?35:44 - LinkedIn going mainstream39:00 - LinkedIn's video push and ghost views43:44 - Outro
Transcribe →The Real Reason You’re Not Selling (& how to fix it)
Mar 3000:34:22Tap to summarize62% 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 decisionWhat buyers expect from a sales repHow to distribute a research reportWhy price isn't the main reason vendors lose dealsWhat win-loss interviews tell you that data can'tIf 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--Timestamps:00:38 Intro + guest Drew Giovannoli01:38 Buyer Truth report overview02:00 Why buyers stick with worse vendors03:43 Sales reps and locus of control04:17 Only 15% of sellers show up prepared04:52 Why ungated content builds more trust05:20 What "prepared" actually looks like to buyers06:21 Shaping buyer perception vs. competitors07:00 Buyer Truth as a piece of B2B content07:41 Buyer Truth campaign distribution strategy09:13 Full $50k campaign cost breakdown10:43 Optimizing podcast clips for social12:12 Using AI to backdoor better hooks13:10 What makes a good research question14:24 Stat quiz #1: AI mandate15:46 AI mandate = more vendor switching16:07 AI doesn't mean cheaper17:28 Stat quiz #2: competitor research18:31 Stat quiz #3: who picked the cheapest software19:33 Why buyers pay more20:14 Buyer enablement story: Ding at Yelp21:26 Case studies for technical buyers22:13 Product trials as the top trust builder23:30 Takeaways from Drew interview24:48 Budgeting for distribution25:49 Why technical buyers are the hardest to sell to26:35 What makes a good case study27:13 SPIN framework applied to case studies30:38 Lead with the problem, not the solution31:34 Hero's journey framework for case studies32:00 Word of the week: Sprezzatura34:00 Outro
Transcribe →The BEST Way To Market Your B2B Content in 2026
Mar 1700:47:06Tap to summarizeIf 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 distributionThe campaign that got 3,000 leads & $2M+ in pipelineWhere AI helps in B2B marketing AI agents for SEO research and LinkedIn outreachCheckbox marketingIf you want to build campaigns that reach the right people and use AI strategically to free up time on the grunt work, listen up. 🎧--Timestamps:0:00 - Intro2:30 - Why marketing is the hardest job in go-to-market5:00 - How Aditya would cold call today6:30 - Making your audience the hero7:30 - The Adapt or Die campaign10:00 - Why distribution should be planned first13:00 - Partner & influencer enablement15:00 - Co-marketing in action17:30 - Getting your team ready to share19:30 - Sales & marketing alignment21:30 - How AI made the spam problem worse22:30 - How a VP of Marketing uses AI in 202626:00 - Where to use AI for B2B marketing 29:00 - AI agents for SEO research31:00 - AI agents for LinkedIn outreach35:00 - The Rick Rubin Creative Act concept37:30 - The Super Bowl campaign breakdown40:00 - Why the RAMP campaign worked43:00 - Final thoughts#b2bmarketing #contentmarketing #marketingstrategy #demandgeneration #contentdistribution #aiformarketers
Transcribe →The B2B Content Gap Most Companies Missed
Mar 500:31:32Tap to summarizeLinkedIn 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 forwardIf 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.--0:00 - Intro1:30 - What's changing this season3:00 - EventShark origin story & the new office10:00 - B2B content trends to watch in 202610:30 - Why video testimonials are the #1 content play12:30 - The power of series & episodic content13:45 - Proprietary research as a content strategy16:30 - Live content & speed to publish18:30 - What event content companies should be capturing20:30 - Street interviews & cross-pollinating audiences22:30 - Speaker sessions, photography & fast turnaround24:30 - Using your internal team for event content28:00 - Jargon 101: Hedonic Adaptation
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Why Growth Gets Harder When You Rely on Social Platforms w/ Cliff Simon | EventShark Podcast #24
Jan 2000:25:10Tap to summarizeThe 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 termsCreating content for industries people usually call boringWhy events still play a big role in building trustIf 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.--Timestamps:0:00 Intro2:26 Polaris’ AI Road Show3:27 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 content9:11 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 passion15:14 Cliff has appeared in a lot of content over the years18:04 How to make your content better18:41 What’s wrong with GTM engineering?20:04 How is AI changing the GTM landscape?22:20 Buzzword blitz24:00 Outro--#marketing #marketingpodcast #business #businesspodcast #b2bmarketing #revops #contentmarketing #linkedin #linkedtips #businesstips #gtm #revenueoperations #socialmediamarketing
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