The B2B Content Show

EventShark
  • 5.0 (2)
  • Arts
  • Updated Biweekly

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 🎧

  1. 1d ago

    B2B Marketing in 2026: AI Wrappers, Infinite Content, Service as the Moat & Claude Brain

    Standing 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-house Whether 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 Trailer 00:37 - Welcome to the show 00:50 - Guest introduction 01:34 - What Japan taught Jay about B2B Marketing 03:23 - Why service is the real differentiator 03:43 - From software as a service to services as software 06:25 - Why B2B companies struggle with service quality? 08:11- The sales to customer success handoff gap 09:40 - Reading account signals before things break 10:24 - Seat based SaaS model vs usage based AI model 12:41 - Will subsidized token spend last? 13:55 - The AI adoption bell curve 14:22 - What actually counts as a wrapper company? 16:57 - Privacy and security risks of vibe coded tools 17:35 - What content breaks through the noise? 19:20 - Why EventShark's video offerings have changed 20:01 - Shift to middle and bottom of funnel content 21:18 - You don't need to go viral 22:18 - The distribution trap most people miss 22:36 - Quadruple your content and store it 23:37 - Advice for solo and small marketing teams 25:07 - The best Claude prompt to find what to automate 25:28 - What EventShark is building with Claude 25:59 - How vibe coding has evolved 27:52 - The best way to use AI day to day 29:07 - How the documentation process has changed 29:57 - The document everything blind spot 30:45 - Sharing Claude skills across the team 32:35 - A two layer system for AI context across accounts 34:31 - One prediction for the next 12 months 36:11 - Outro

  2. Jun 25

    Winning Outbound in 2026, the Phone Comeback, Going All-In on Claude, “AI Slop” Problem, & Event Strategy (ft. John Eitel)

    If 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 & more AI 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 show 0:32  Guest introduction 4:00  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 seller 12:55 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 2026 21:16 Why are in-person events suddenly back? 23:40 Throwing events in 2026 26:10 Putting John’s entire sales team on Claude 29:10 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

  3. Apr 21

    Your Best B2B Content Isn’t One That Goes Viral

    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" 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 - 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

  4. Apr 13

    What’s Working on LinkedIn for B2B in 2026

    Turns 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 Intro 0:31 Meet the Notorious B2B crew 1:42 What Tim & Tas learned after 53 episodes 2:10 The clip that hit 2.9M impressions 3:07 Why timely content beats evergreen 6:25 Zigging when everyone else zags 7:38 B2B edutainment explained 9:29 Be a content hoe 10:33 Try new content formats 11:27 LinkedIn vs. other platforms for building a show 12:36 Personal brand vs. company page 14:19 How often Tim posts now vs. before 15:14 Staying visible without posting  16:30 How Tas gets business from commenting on posts 17:04 LinkedIn comment impressions are wild 18:49 How the Notorious B2B landed their first sponsor 20:29 Controversial content and sponsor red tape 22:00 Creative autonomy in sponsor contracts 23:38 Repositioning the show without changing it 26:09 Making an engaging remote podcast 28:26 Tas's top content tip right now 29:14 What makes an infographic go viral 31:02 Dwell time on LinkedIn explained 33:46 Connor's B2B content tip 34:56 Tim's LinkedIn video format tip 37:56 Ding's spicy take on the either/or question 39:43 Lock in your foundation before swinging big 40:48 Don't be afraid to fail and repost 41:52 Post consistently and let the data tell you what works 44:34 Wrap-up + outro

  5. Apr 6

    State of LinkedIn 2026, Live Streaming, & the Future of B2B Content | ft. Morgan J Ingram

    LinkedIn 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 - Intro 1:26 - The state of LinkedIn right now 2:48 - How Muffins with Morgan started 6:00 - What makes a live stream actually work 9:46 - Live streaming culture and parasocial connection 14:31 - Live commerce in China 17:15 - Why IRL events are making a comeback 22:52 - Niche consistency and showing up on camera 27:38 - The LinkedIn grind is getting old 30:16 - Goodhart's Law and LinkedIn engagement 32:00 - Is LinkedIn still worth it? 35:44 - LinkedIn going mainstream 39:00 - LinkedIn's video push and ghost views 43:44 - Outro

  6. Mar 30

    The Real Reason You’re Not Selling (& how to fix it)

    62% 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 Giovannoli 01:38 Buyer Truth report overview 02:00 Why buyers stick with worse vendors 03:43 Sales reps and locus of control 04:17 Only 15% of sellers show up prepared 04:52 Why ungated content builds more trust 05:20 What "prepared" actually looks like to buyers 06:21 Shaping buyer perception vs. competitors 07:00 Buyer Truth as a piece of B2B content 07:41 Buyer Truth campaign distribution strategy 09:13 Full $50k campaign cost breakdown 10:43 Optimizing podcast clips for social 12:12 Using AI to backdoor better hooks 13:10 What makes a good research question 14:24 Stat quiz #1: AI mandate 15:46 AI mandate = more vendor switching 16:07 AI doesn't mean cheaper 17:28 Stat quiz #2: competitor research 18:31 Stat quiz #3: who picked the cheapest software 19:33 Why buyers pay more 20:14 Buyer enablement story: Ding at Yelp 21:26 Case studies for technical buyers 22:13 Product trials as the top trust builder 23:30 Takeaways from Drew interview 24:48 Budgeting for distribution 25:49 Why technical buyers are the hardest to sell to 26:35 What makes a good case study 27:13 SPIN framework applied to case studies 30:38 Lead with the problem, not the solution 31:34 Hero's journey framework for case studies 32:00 Word of the week: Sprezzatura 34:00 Outro

  7. Mar 17

    The BEST Way To Market Your B2B Content in 2026

    If 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 - Intro 2:30 - Why marketing is the hardest job in go-to-market 5:00 - How Aditya would cold call today 6:30 - Making your audience the hero 7:30 - The Adapt or Die campaign 10:00 - Why distribution should be planned first 13:00 - Partner & influencer enablement 15:00 - Co-marketing in action 17:30 - Getting your team ready to share 19:30 - Sales & marketing alignment 21:30 - How AI made the spam problem worse 22:30 - How a VP of Marketing uses AI in 2026 26:00 - Where to use AI for B2B marketing  29:00 - AI agents for SEO research 31:00 - AI agents for LinkedIn outreach 35:00 - The Rick Rubin Creative Act concept 37:30 - The Super Bowl campaign breakdown 40:00 - Why the RAMP campaign worked 43:00 - Final thoughts #b2bmarketing #contentmarketing #marketingstrategy #demandgeneration #contentdistribution #aiformarketers

  8. Mar 5

    The B2B Content Gap Most Companies Missed

    LinkedIn 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 forward If 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 - Intro 1:30 - What's changing this season 3:00 - EventShark origin story & the new office 10:00 - B2B content trends to watch in 2026 10:30 - Why video testimonials are the #1 content play 12:30 - The power of series & episodic content 13:45 - Proprietary research as a content strategy 16:30 - Live content & speed to publish 18:30 - What event content companies should be capturing 20:30 - Street interviews & cross-pollinating audiences 22:30 - Speaker sessions, photography & fast turnaround 24:30 - Using your internal team for event content 28:00 - Jargon 101: Hedonic Adaptation

See All (32)

Ratings & Reviews

5
out of 5
2 Ratings

About

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 🎧

Information

  • Creator
    EventShark
  • Years Active
    2025 - 2026
  • Episodes
    32
  • Rating
    Explicit
  • Copyright
    © 2026 The B2B Content Show
  • Show Website
    The B2B Content Show