Human Marketing

Human Video
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Chris Nelson, Founder of Human Video, chats weekly to global marketing leaders about how, in an age of AI, we can humanize B2B marketing. Even in the B2B marketing world 'people buy from people' and including real authentic human content in your strategy has never been more important. Topics discussed include, founder-led branding, thought leadership, social proof, humanizing your brand, marketing to the the 95% and how to get your audience to know, like and trust you.

Episodes

  1. 11/22/2025

    How ReelFlow turns website visitors into buyers with authentic video

    B2B buyers want control, clarity, and human connection. In this episode, Chris Nelson talks with ReelFlow co-founder Chris Wickson about transforming static, text-heavy websites into interactive, buyer-led experiences using short, authentic video. Chris shares his founder journey (two exits), the shift in B2B buying behaviour, and why engagement metrics like lower bounce and longer sessions matter more than chasing form-fills. We dive into smart use cases, homepages, pricing pages, and campaign landing pages and how Real Flow approaches AI avatars with transparency and ethics. We finish with event strategy and SaaStock Europe plans. If you market or sell B2B, this is your playbook for building trust at scale. Connect with Chris on LinkedInhttps://www.linkedin.com/in/chris-wickson/ ReelFlow on LinkedInhttps://www.linkedin.com/company/reelflow/ ReelFlow's Websitehttps://reelflow.com Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedInhttps://www.linkedin.com/in/chris-nelson-human-video/ Follow Human Video on LinkedInhttps://www.linkedin.com/company/human-video/ Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Videohttps://www.human.video (00:00) - Welcome to Human Marketing & guest intro (01:33) - Chris Wickson’s founder journey and two exits (03:54) - What is Real Flow? The B2B buyer shift it solves (07:00) - Buyer-enablement vision and early traction on B2B sites (10:20) - Smart placements: homepage concierge, pricing help, and campaign landing pages (15:18) - Breaking through the noise with personalized video outreach (16:17) - The metrics that move: lower bounce, deeper sessions, and rethinking conversion (20:26) - Avatars in Real Flow: why add AI and how it’s used (30:25) - Ethics & transparency: labelling AI-assisted videos (33:11) - From chatbots to conversational AI: answering buyer questions in real time (37:25) - Events are back: in-person strategy and SaaStock plans (41:59) - Wrap-up and where to learn more about Real Flow

    43 min

  2. 11/13/2025

    How Phil Ilic wins on LinkedIn: Thought Leader Ads, Loom Videos & Human Content

    LinkedIn is evolving. In this episode, Phil Ilic from Kiin.co breaks down exactly how he grows B2B demand with an authentic, human-first approach. We dig into what no longer works on LinkedIn (automation blasts, AI slop) and what does: a tight content cadence, warm outbound to engagers, and one killer Loom video that consistently books calls. Phil explains why Thought Leader Ads outperform company posts, how to boost customer and community posts for powerful social proof, and the three creative buckets, Social Proof, Features/Benefits, and Education, that keep your pipeline warm. We also talk practicalities: getting your team to post, repurposing winners, and running simple experiments that create original insights. If you market on LinkedIn, this is your playbook. Connect with Philip on LinkedInhttps://www.linkedin.com/in/philip-ilic/ Follow Kiin.co - LinkedIn Ads Agency on LinkedInhttps://www.linkedin.com/company/kiin-linkedin-ads/ Visit Kiin.co - LinkedIn Ads Agency's Websitehttps://www.kiin.co/ Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedInhttps://www.linkedin.com/in/chris-nelson-human-video/ Follow Human Video on LinkedInhttps://www.linkedin.com/company/human-video/ Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Videohttps://www.human.video (00:00) - Welcome & intro to Phil and Kiin Agency (00:35) - How Chris and Phil connected via LinkedIn social selling (01:31) - Phil’s LinkedIn journey, experiments & what no longer works (03:45) - LinkedIn’s clampdown on automation & AI spam (04:25) - Human vs. AI video: authenticity, “no soul” avatars (07:54) - The growth system: content cadence + warm outbound (12:21) - The Loom play: one deep-dive video that drives calls (15:52) - Thought Leader Ads explained (why boost people, not pages) (20:09) - Supercharging social proof: boosting other people’s posts (22:37) - Creative buckets that convert: Social proof, Features/Benefits, Education (31:03) - Getting teams to post: processes, goals & internal encouragement (35:31) - Recycling hits & running original experiments for standout content

    37 min

  3. 09/26/2025

    Recipes for Demand: Patrick Cumming on thought Leadership, LinkedIn reality, and measurement

    Head of Marketing Patrick Cumming (KlientBoost) joins Chris Nelson to unpack how to market a marketing agency and why being your own ICP changes everything.  Patrick lifts the lid on KlientBoost Kitchen, a media-style engine that ships “recipe” playbooks across YouTube, podcasts, newsletters and LinkedIn carousels.  He breaks down thought leadership that links to product, when thought leader ads outperform, and why LinkedIn video needs a new playbook. Then it gets tactical: fixing content that fails (ego vs relevance), choosing design that performs over pretty, and measuring brand with his “Measurement Trident”, media mix modelling, geo-based lift tests and validation over the right time horizon.  If you care about human-first content that still drives pipeline, this is your blueprint. (00:00) - Welcome to Human Marketing + Meet Patrick Cumming (00:53) - From Edinburgh to a US Agency: Role, remit & remote life (02:51) - What it’s like marketing a marketing company (05:41) - Inside “KlientBoost Kitchen” Playbooks as recipes (08:31) - Media-network approach: YouTube, podcast, newsletter, carousels (10:36) - Thought leadership that moves pipeline (and when to use TL ads) (14:34) - LinkedIn video reality check: formats, reach & what still works (21:19) - Why most B2B content flops: ego, relevance & actionability (27:22) - Design vs performance: the YouTube thumbnail showdown (31:00) - Brand vs attribution: educating the CEO & setting horizons (38:00) - The “Measurement Trident”: MMM + geo tests + validation (42:00) - Where to find Patrick & follow Client Boost Kitchen

    44 min

  4. 09/11/2025

    Michelle J. Raymond on LinkedIn’s Algorithm, AI, and Company Pages that Actually Work

    LinkedIn strategist and author Michelle J. Raymond joins host Chris Nelson to unpack what’s really working on the platform right now. Michelle shares her path from B2B sales to building a thriving LinkedIn community, why podcasting drives the most loyal clients, and how to repurpose one recording into newsletters, shorts, and search-friendly YouTube content. We dig into the recent LinkedIn algorithm shift (lower impressions, higher relevance), what video formats are worth your time, and how to use AI for efficiency without losing your voice. Michelle also lays out a practical playbook for company pages, the “Power of Two” (brand + person), simple page wins that build trust, and why a live, credible page can tip deals your way. If you care about human-first content, measurable growth, and protecting brand trust in the AI era, this episode is a keeper. Connect with Michelle on LinkedIn Follow B2B Growth Co in LinkedIn Visit The B2B Growth Co's Website Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video (00:00) - Welcome + Michelle’s Backstory: From B2B Sales to LinkedIn Growth (02:30) - Building a Niche Community That Sells (Before “Community” Was Cool) (05:39) - Why She Podcasts (Even Though She Doesn’t Listen) Loyalty & Leads (10:00) - Turn One Recording Into 20+ Assets: Transcripts, Clips, Newsletters (14:18) - Beat the “Episode 8” Curse: Solo vs Guests, What Actually Works (21:00) - Cracking YouTube: Titles, Thumbnails & Doing It Your Way (29:30) - LinkedIn’s Algorithm Shake-Up: Impressions Down, Relevance Up (34:02) - Video on LinkedIn: What Works Now (and What Doesn’t) (38:43) - Use AI Without Losing Your Voice: Tools vs. Authenticity (45:00) - Make Company Pages Win: The “Power of Two” (Person + Brand) (49:24) - Red Carpet, Not Ghost Town: Easy Page Wins that Build Trust (53:26) - Where to Find Michelle + Newsletter to Track LinkedIn Changes

    55 min

  5. 08/13/2025

    Be Positively Lovely: Joe Glover on Community, Live Content, and Using AI Without Losing Trust

    Joe Glover, founder of The Marketing Meetup, joins Chris Nelson to unpack how a fear of traditional networking became a global community of 250,000 marketers. Joe shares the story behind TMM’s “be positively lovely” ethos, why in-person events are resurging, and how webinars and podcasts extend education and reach. We dive into practical live-stream tactics (chat culture, global audience, repurposing), the shift to a podcast-first thread for higher-quality social clips, and where AI helps (translation, smart inserts) versus hurts (avatars and fake podcasts that damage trust). If you care about building community, humanising your brand, and using AI thoughtfully, this conversation is a playbook for modern B2B marketers. Connect with Joe Glover on LinkedIn Follow The Marketing Meetup on LinkedIn Visit The Marketing Meetup's Website Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video (00:00) - Welcome + why Belfast needs a Marketing Meetup (03:37) - The origin story: fear, safe spaces, and “be positively lovely” (05:49) - Side project to full-time; the COVID pivot to webinars (06:59) - From 2.8K to 250K: 50 webinars & 150 in-person events worldwide (12:10) - Why in-person is back: serendipity over salesy networking (15:32) - Craving human contact vs. WFH: coffee beats another Zoom (17:30) - Webinars that teach: chat culture, global reach, real connections (21:55) - Podcasting perks: landing big guests (hello, Seth Godin) (24:52) - Repurpose vs. podcast-first: a new content thread and social-first clips (34:46) - AI in video: helpful tools vs. hype (use cases that actually add value) (44:13) - When AI breaks trust: avatars, fake podcasts, and the brand promise (50:37) - Where to find TMM & wrap-up

    52 min

  6. 08/01/2025

    Andy Hill on Building Brands, Beating AI Slop, and Humanising Content

    What does it take to win on LinkedIn in 2025? Andy Hill, Managing Director of Dokoo Digital, joins Chris Nelson to reveal how personal branding, company pages, and thought leader ads are reshaping B2B marketing. From building a digital agency in a recession to navigating algorithm changes, AI-generated slop, and the rise of authentic content, Andy shares practical, human-first strategies for creating trust, driving sales, and future-proofing your brand on LinkedIn and beyond. Connect with Andy Hill on LinkedIn Follow Dokoo Digital on LinkedIn Visit Dokoo Digital's Website Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human VideoLearn more at Human Video's Website (00:01) - Meet Andy Hill: The Accidental Start of a Digital Agency (04:30) - How LinkedIn Built Dokoo Digital and Still Drives 75% of Sales (07:00) - Why LinkedIn Is Now Everyone’s Job, Not Just Marketing’s (09:30) - The Double-Edged Sword of Personal Brands Inside Companies (12:30) - Company Pages: Are They Dead or Just Misunderstood? (17:00) - How to Humanise a Brand on LinkedIn (and Attract Talent) (22:30) - Thought Leader Ads vs. Company Pages: What Really Works (27:30) - The Paid Reach Dilemma: When Algorithms Change Overnight (29:00) - Lessons from Darren McKee’s Social Selling Cohort (33:00) - AI vs Human Content: Why Authentic Posts Still Win (39:30) - The Power of Podcasting for Long-Term Trust and Brand Building (46:00) - Creating Content That Outlives You: Human Connections at Scale (50:30) - Final Thoughts: Future-Proofing Your Brand on LinkedIn

    52 min

  7. 07/16/2025

    Scaling Trust in B2B: Laura Erdem on LinkedIn, Attribution, and Keeping Content Human

    What happens when sales, marketing, and authenticity collide? In this episode, Dreamdata’s Laura Erdem joins Chris Nelson to unpack why LinkedIn is crushing Google for B2B, how she built a powerful personal brand without a plan, and why Dreamdata’s podcast is a secret growth machine. From attribution benchmarks to thought leader ads, and even AI-generated episodes, Laura shares bold insights on building human-first marketing in a noisy, AI-driven world. Connect with Laura Erdem on LinkedIn Follow Dreamdata on LinkedIn Visit Dreamdata's Website Subscribe to the 'Attributed' podcast on YouTube Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:01) - Moving to New York for Sales Mastery & Dreamdata's Growth (04:30) - What Dreamdata Actually Does, and Why Marketers Love It (07:00) - Why LinkedIn Beats Google for B2B Marketing ROI (12:30) - The Unplanned Personal Brand That Changed Everything (17:00) - LinkedIn Content Strategy: Metrics, Culture & AI Tools (19:50) - The Rise of Video on LinkedIn: Formats, Features, and Tactics (25:00) - Thought Leader Ads: The New Era of LinkedIn Influence (28:30) - Attributed Podcast: From Internal Experiments to Content Engine (34:00) - How Dreamdata Turns a Podcast into a Sales & Brand Powerhouse (38:30) - The Controversial AI-Generated Episode, And Why They Tried It (45:00) - Human Creativity vs. AI Outputs: What Really Builds Trust

    49 min

  8. 07/09/2025

    Funny, Human, and Effective: Chris Bogue on Using Video to Sell Without Selling Out

    Chris Bogue joins Chris Nelson on Human Marketing to unpack the real power of video in sales, content, and comedy. From Second City improv to viral LinkedIn skits, Chris shares how he helps brands and sales pros connect through pattern-breaking video. They dive into scripting with soul, the limitations of AI tools, and how to craft video DMs that actually get replies. Plus, why human imperfections, not cinematic polish, are what drive connection in the feed. Connect with Chris Bogue on LinkedIn Chris' Free Pattern Breaker Course Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:01) - Meet Chris Bogue: From Improv Stages to Video Strategy (03:00) - Accidental LinkedIn Stardom & Video Prospecting Breakthrough (08:30) - Scaling with Courses: Selling on Video & The Pattern Breaker (13:05) - Serious People Still Laugh: Entertainment in B2B Content (19:00) - Inbox vs Feed: Why Your Sales Videos Shouldn’t Be Weird (22:44) - Is AI Ruining Video? Authenticity vs Perfection in the Feed (28:30) - Why Human Connection Beats Perfect Production Every Time (34:00) - Fighting ChatGPT: Creative Control in the Age of AI (39:00) - Crafting Better Scripts & The Power of Point of View (45:00) - The LinkedIn Video Shift: What Works (and What Doesn’t) (49:00) - Sending Great Video DMs: Tactics That Actually Work (55:30) - The Sales Funnel and Where Video Really Belongs

    1 hr

  9. 07/03/2025

    How to Make Human Videos in an AI World with Sam Balter from Wistia

    In this episode of Human Marketing, Chris Nelson chats with Sam Balter, Head of Content at Wistia, about how video marketing is evolving and why staying human matters more than ever. From Sam’s early days at HubSpot and ZoomInfo to leading content at Wistia, this episode covers the rise of remote production, the impact of AI on video workflows, and Wistia’s game-changing AI dubbing feature. They also unpack key insights from Wistia’s State of Video report, including why short-form engagement is dropping and how to scale trust globally with video. Connect with Sam Balter on LinkedIn Follow Wistia on LinkedIn Visit Wistia's Website Wisita 2025 State of Video Report Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:01) - Sam Balter Joins: From HubSpot to Wistia (02:30) - Discovering Content by Accident: Sam’s Podcast Breakthrough (07:00) - Pandemic Pivots: How Remote Work Changed Video Forever (12:30) - Building High-Impact Content Teams in a Hybrid World (15:00) - Inside Wistia’s Content Strategy: Webinars, Blogs & More (19:00) - Wizards, Guides, and Differentiation: Making Memorable Content (22:00) - Product Marketing at Speed: Wistia’s Trimester System (25:30) - Key Findings from Wistia’s 2025 State of Video Report (30:00) - The Truth About Video Engagement and Short-Form Fatigue (33:00) - How AI Is (Really) Being Used in Video Production (36:00) - Game-Changer: AI Video Dubbing and Language Localisation (45:00) - Final Thoughts: Making Videos That Actually Feel Human

    53 min

  10. 06/25/2025

    Humanising Deep Tech: Juliana Kelly on Content, Cloudsmith & AI

    What does it take to humanise a deeply technical B2B product? In this episode of Human Marketing, Juliana Kelly, VP of Growth Marketing at Cloudsmith and former HubSpot and Recorded Future leader, joins Chris Nelson to break it down. Juliana shares her journey through demand gen, navigating a pandemic-era pivot, and her strategies for making developer-focused SaaS resonate on a human level. From building trust with video to leveraging AI without losing soul, this episode is packed with insights for marketers navigating the future of tech, content, and authenticity. Connect with Juliana Kelly on LinkedIn Follow Cloudsmith on LinkedIn Visit Cloudsmith's Website Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:01) - From HubSpot to Cloudsmith: Meet Juliana Kelly (06:14) - Pandemic Pivots and Adapt 2020 (10:45) - Redefining Demand Gen for a Changing World (11:57) - Humanising a Deep-Tech SaaS Product (16:34) - Finding Customer Pain Points Internally (20:35) - Why B2B Needs Bold Video: Lessons from Wistia (26:30) - Authenticity vs AI: How to Stand Out in a Synthetic World (32:06) - How to Use AI Right, Without Losing the Human (34:39) - The New Metrics: SEO, ChatGPT & LLMs in Marketing (35:40) - Stop Talking About Your Product: Real Thought Leadership Strategy (38:30) - Building Trust Before the Pitch: Smarter Content Plays

    42 min

  11. 06/25/2025

    Landing Pages and Social Selling: How Toni Hopponen Builds Trust at Scale

    In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert. Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows. From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world. Connect with Toni Hopponen on LinkedIn Follow Landing Rabbit on LinkedIn Visit Landing Rabbit's Website Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:01) - From DMs to Podcast: Meet Toni Hopponen (01:30) - Building Flockler: 13 Years of User-Generated Content Innovation (06:14) - Scaling Without a Sales Team: SEO, Content, and Founder Hustle (12:00) - Why Founder-Led Sales Doesn’t Scale, and What to Do Instead (16:05) - The Flockler Exit: Walking Away and What Came Next (23:06) - Landing Rabbit Is Born: From Personal Pain Point to Product Vision (28:30) - Humanising Landing Pages: Trust, Design, and Real Stories (34:00) - Why Video Testimonials Work, and How to Use Them Right (43:37) - Who’s Landing Rabbit For? SaaS Marketers, Agencies & Lean Teams (47:30) - Founder-Led Marketing: LinkedIn Strategy, SEO and Warm Conversations (54:50) - Trust at Scale: Why Small Teams with Big Hearts Will Win

    1h 1m

  12. 06/25/2025

    The Art of Being Seen, Trusted and Remembered with Phil Treagus-Evans

    In this episode of Human Marketing, host Chris Nelson sits down with Phil Treagus-Evans, CEO & Co-Founder of Giraffe Social and author of Human First Marketing, to explore how brands can stay trusted and authentic in an world of AI.  They unpack the journey behind Giraffe, why human-first content resonates, and how the EMPATH framework can unlock deeper audience connection.  From navigating AI-generated avatars to building trust through employee-led content, this episode is a practical guide for B2B marketers looking to stand out with real stories and real people. Perfect for founders, marketers, and creators rethinking what it means to be seen, trusted and remembered in a crowded landscape. Connect with Phil Treagus-Evans on LinkedIn Follow Giraffe Social on LinkedIn Visit Giraffe Social's Website Buy Phil's book, 'Human First Marketing' on Amazon Hosted by Chris Nelson, Founder of Human Video Connect with Chris on LinkedIn Follow Human Video on LinkedIn Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video Learn more at Human Video's Website (00:00) - Meet Phil: From Retail to Human First Vision (05:26) - Inside Giraffe: What They Do and How They Grew (07:13) - The Book Begins: What Inspired Human First Marketing (12:14) - Writing the Book: From Idea to Playbook (15:57) - Releasing the Book: Reactions, Launch Stress & Impact (20:18) - Global Lives: Travel, Remote Work, and Human Connection (27:30) - Humanising Brands: From Avatars to Authenticity (34:30) - The EMPATH Framework: Real Audience Understanding (43:00) - AI in Marketing: Trust, Stock Photos & Synthetic Faces (50:20) - Content That Builds Trust: What Brands Should Focus On (54:27) - Why Raw Video Wins: Authenticity Over Perfection

    1h 1m
  • 12 Episodes

About

Chris Nelson, Founder of Human Video, chats weekly to global marketing leaders about how, in an age of AI, we can humanize B2B marketing. Even in the B2B marketing world 'people buy from people' and including real authentic human content in your strategy has never been more important. Topics discussed include, founder-led branding, thought leadership, social proof, humanizing your brand, marketing to the the 95% and how to get your audience to know, like and trust you.

Information

  • Creator
    Human Video
  • Years Active
    2K
  • Episodes
    12
  • Rating
    Clean
  • Copyright
    © 2025 Human Video