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 🎧
13episodes
Episodes
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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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Customer Marketing = an Untapped Gold Mine for Building Trust! ft. Arthur Castillo | Ep. 23
Jan 700:18:04Tap 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 & 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 pitchesWhy companies wait too long to involve customersCustomer stories vs. paid influencer contentWhy authentic stories build more trustIf you want to use your customers more effectively instead of leaning only on company marketing, listen up!--Timestamps:0:00 Intro1:52 B2B street interviews pioneer2:35 Arthur is usually ahead of the trends3:10 Influencer marketing meets customer marketing4:43 Dark social5:53 Customer Marketing success story8:42 How to set up customer marketing at your company11:00 Customers are a marketing superpower12:25 B2B video should focus on watch time13:32 The value in having a plethora of testimonials15:22 How to arm your customer advocates with the tools they need17:06 Arthur picks an EventShark hat!#marketing #marketingpodcast #customermarketing #b2bmarketing
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Creating High-Quality Original Content on LinkedIn ft. Vin Matano | EventShark Pod Ep. 22
Dec 1800:19:41Tap 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 & 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 contentProps, costumes, and world-buildingHow Ding writes rap songs for brands Why BTS content can outperform your main videosThe difference between true creators vs. people who just make content for businessVin's viral LinkedIn hiring post that hit 360K impressionsIf you want to stand out without just copying what everyone else is doing, listen up! Timecodes:0:00 Intro2:04 How to be methodical with creative content 2:59 Vin’s viral LinkedIn post about hiring4:29 Content hack - Start your story at the end 5:08 Using props, sets and costumes in content creation10:56 How Ding made the Creatorbuzz song13:05 The value of Behind the Scenes content14:23 Buzzword Blitz15:36 True creatives vs just marketers#linkedin #contentcreation #b2bmarketing #marketing #marketingpodcast
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Stop chasing leads & build demand with content. ft. Max van den Ingh | EventShark Pod # 21
Nov 2600:17:31Tap 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 & 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 2025If you care about building long-term demand with content instead of chasing MQLs this one is for you. --Timecodes:0:00 Intro1:39 #1 Lesson from Demand gen agency experience3:08 Max’s strategy for helping companies understand what marketing they need4:13 How do you show results from content marketing?6:25 Tips on content distribution in B2B10:53 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
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