Millennials 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" culture
Why the most unsexy videos are often the most effective
The trust recession and why AI content is making it worse
In-house creators vs agencies
AI's impact on agencies

Whether 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 - Intro
1:38 - UK vs US video marketing
3:37 - Why people keep putting video off
5:26 - Time is a bigger barrier than money
7:43 - Why inbound beats cold outreach
9:37 - How long before you see results?
10:11 - Using video as a sales tool
11:46 - Content that arms your sales team
12:41 - What kinds of videos are a waste?
13:38 - The $100K launch video is dead
16:27 - The worst type of video out there
18:17 - UK vs US — the sales friend zone
22:41 - The generational content gap
25:00 - Attention without a clear offer
26:38 - Having a leaky funnel
28:26 - You need something to actually sell
34:09 - Hiring an in-house creator
37:48 - Why video matters for your business
39:00 - Stop chasing virality
42:08 - Sell the problem before the solution
45:19 - Make B2B boring again
51:05 - Agencies vs awards vs actual results
56:09 - AI is changing the agency game
1:09:38 - People will always come back to people
1:11:24 - Why video case studies > written ones
1:13:27 - Getting video testimonials that land
1:14:08 - Word of the week — Tall Poppy Syndrome

Your Best B2B Content Isn’t One That Goes Viral