Think like a media company Brand is Demand

Why on earth would a B2B software tool create an animated cartoon series?

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In this episode, Chris Savage (CEO of Wistia) explains why they created an animated cartoon series + why they're so invested in creating branded content as a B2B company. 

Todd Clouser has quickly become one of the most recognisable faces in the B2B marketing community. 



How? 



One word: TikTok. 



But not in the way you probably imagine. 



He's not become a "Tok influencer" on the platform itself.



No - he's leveraged TikTok style content to grow his following on LinkedIn. 



i.e. repurposing TikTok's onto LinkedIn.



During this conversation - I chatted with Todd about his journey with TikTok and he's been able to leverage the platform to grow his LinkedIn following. We also chatted about the state of B2B creators and why Todd thinks creators are now some of the most important individuals inside a company. 

Smart companies are either building OR acquiring media companies.

🤔 Why?

Audience = very strong moat.

Features can be copied, services can be replicated but you know what can't be copied?

✅ An audience.

(Well... at least not overnight anyway)

Justin Simon and the team at metadata.io understand this better than probably anyone else.

From their podcast Demand Gen U to how they go about content repurposing, they've mastered the art of getting + retaining attention.

How does a niche B2B podcast generate 1,000+ downloads a week??



Yeah, I know - when Conor first told me this I was shocked (in a really good way)



1,000 downloads for a B2B company podcast is INSANE so I had to get him onto the pod and find out exactly how they've been able to do it!

In this podcast I chatted with Nate Odell about how he and the team at Scratchpad approach product marketing content.



We also talked about B2B influencer marketing and how that's changing how content is created.

"B2B influencer marketing" 🤳

When you think of the term "influencers" OR "influencer marketing"

What comes to mind? 🤔

Probably...

👉 Instagram models promoting skin-care products & toothpaste on their profiles.

👉 Tiktoker's dancing and inserting random product placements.

👉 Joe Rogan selling supplements on his podcast.

...right?

But - probably not:

B2B influencers partnering with -> B2B SaaS companies to promote -> B2B software products

And you probably don't think about it.

Because it's something that's still in the VERY early days of adoption.

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Yet - individuals like Evan Patterson 🥂 have already been doing this for years...

(Working as a brand ambassador for dozens of B2B SaaS brands)

Which is exactly why, I wanted to bring on for this episode and talk everything "B2B influencer marketing"

And hear how he thinks about it both from a:

✅ Brands perspective.

But also from an...

✅ Individuals perspective.

And honestly...

This conversation *really* opened my eyes to what's possible in this space.

From how salary compensation changes when you've got an audience to how B2B brand partnerships work... there's a lot of gems to digest from this conversation.