NotJustAds : The Creator Economy for B2B

Marcus Sherwin
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NotJustAds is the B2B influencer marketing podcast for founders, CMOs and revenue leaders who want to become the brand their buying committee already trusts. Hosted by Marcus Sherwin, LinkedIn Alumni and founder of Kleos. Every episode features the sharpest insights shaping B2B in 2026 from B2B creator campaigns and LinkedIn Thought Leader Ads to the creator economy and the strategies actually generating pipeline.

  1. 8h ago

    EP 98 - Building the First Clay Agency to Get Acquired | Patrick Spychalski, The Kiln

    Patrick Spychalski is the co-founder of The Kiln, the first Clay agency to get acquired. He joined Clay in 2022, when about 15 people worked out of a Brooklyn apartment, and started building Clay tables for clients after people watched his YouTube videos and asked to hire him. He explains why he sold to 2X, why the bigger the company the more it needs go-to-market engineers, what he hires for beyond Clay skills, and what still works in outbound: LinkedIn, cold calls and an offer good enough to answer. Clay's early growth came from agency owners posting about it on LinkedIn, unpaid. Kleos helps B2B brands build that creator motion on purpose. 01:17 What Clay does: a data marketplace and a workflow tool 04:22 From Clay's early marketing team to a Clay agency 08:05 How Clay's creator partnerships started 10:04 Going full time on the agency in December 2023 11:43 Why The Kiln sold to 2X 15:10 Why enterprises need GTM engineers most 16:45 What to hire for beyond Clay skills 20:03 How GTM engineering proves its value 21:36 What still works in outbound 24:07 Where to find Patrick Follow Patrick Spychalski on Linkedin The Kiln

  2. 4d ago

    EP 97: Why AI Won't Fix a Broken GTM Strategy

    Adding AI to your workflow won't solve underlying problems. It simply makes your existing systems move faster for better or worse. Vikash Koushik Head of Demand Gen at Docket explains why successful AI adoption starts with strong GTM fundamentals, clean data, and a clear understanding of customer problems before adding more tools to the stack. From evaluating AI products and improving CRM quality to scaling demand generation, attribution, content, and creator partnerships, Vikash shares practical lessons on using AI to support better decision-making rather than replacing strategic thinking. You'll learn why clean data is the foundation of effective AI, how conversational AI is changing buyer journeys, where AI creates the biggest impact in demand generation, why messaging still matters more than automation, and how to build a GTM strategy that scales alongside AI. 02:01 Why AI amplifies existing processes instead of fixing them 04:56 Evaluating AI-native tools versus legacy software 06:57 Cleaning CRM data before adding AI 10:41 How conversational AI is changing website engagement 12:43 Improving sales qualification with AI agents 14:19 Where conversational AI delivers the most value 16:35 AI-powered experiences for paid media and ABM campaigns 18:53 Turning AI conversations into customer insights 19:41 Demand generation channels that still outperform expectations 21:02 Why webinars continue to work in B2B 22:17 Facebook Ads in modern B2B demand generation 24:56 Communities, newsletters, and trust-driven growth 27:57 Choosing the right B2B creators and partnerships 31:48 Building an authentic LinkedIn presence 39:44 Clay, AI workflows, and smarter GTM operations 50:52 AI tools making the biggest impact today Follow Vikash on Linkedin

    EP 97: Why AI Won't Fix a Broken GTM Strategy

  3. Oct 26

    EP 96: How to Build a Creator Brand in B2B

    Growing an audience is only part of the equation. The real challenge is turning consistent content into a sustainable business. Tas Bober shares how she's built a creator-led business through LinkedIn, podcasting, strategic brand partnerships, and authentic content that connects with B2B marketers. From launching podcasts with minimal resources to balancing client work, content creation, and sponsorships, Tas explains why consistency, experimentation, and staying true to your niche matter far more than chasing algorithms or viral moments. In this episode she shares what makes a successful creator partnerships, why personality is a competitive advantage in B2B, how podcasting fits into a broader content strategy, and why long-term trust always beats short-term reach. Scroll Lab helps B2B companies improve landing pages, conversion strategy, and marketing performance. 00:00 Building a B2B podcast network from scratch 01:39 How Notorious B2B started as an experiment 04:37 Launching a second podcast and growing the network 06:06 Why every podcast needs a clear purpose 07:50 The realities of producing a weekly podcast 10:33 Managing production, editing, and content workflows 13:40 Learning from viral podcast clips 14:37 Why authentic conversations outperform scripted content 16:24 Is LinkedIn still worth investing in? 17:09 Standing out as organic reach declines 20:15 Creating content consistently without burning out 22:18 Building a repeatable content creation system 25:40 Measuring content that actually drives business 26:40 Balancing expertise with personality 29:21 Choosing the right creator partnerships 31:56 Creating sponsored content that feels authentic 34:05 Knowing when to walk away from brand deals 36:20 Why long-term partnerships outperform one-off campaigns Find out more about Tas's business The Scroll Lab Follow Tas on LinkedIn

    EP 96: How to Build a Creator Brand in B2B

  4. Oct 23

    EP 95: What Makes a Podcast Stand Out Today | Head of Growth & Strategy @ Podchaser

    Starting a podcast has never been easier. Building one that consistently grows is a different challenge. Trent Anderson explains how podcast discovery, audience behavior, and distribution have evolved and what creators and brands need to do differently to stand out. From YouTube's growing role in podcast discovery to the power of niche audiences and community-driven growth, Trent shares why successful podcasts are built on clear intent, consistent value, and meaningful audience relationships rather than chasing download numbers alone. You'll learn how podcast discovery is changing, why simulcast strategies are becoming more important, what separates successful shows from the rest, how niche audiences often outperform larger ones, and why trust remains podcasting's biggest advantage. Podchaser provides podcast intelligence, audience insights, and media data to help brands, agencies, and creators discover the right podcasts and opportunities. 00:08 What Podchaser does and why podcast data matters 01:38 The growth of podcasting and changing market trends 03:11 What successful podcasts are doing differently 03:44 Why podcast formats are evolving beyond interviews 06:09 The rise of video-first and simulcast podcasts 07:50 New podcast formats brands can learn from 08:25 Why panel discussions are gaining popularity 09:56 How podcast communities extend beyond the show 11:38 The biggest players shaping the podcast industry 13:32 How podcast networks support creators 14:12 Why niche podcasts often outperform bigger audiences 17:03 Why most podcasts don't achieve long-term growth 18:14 Setting the right goals before launching a podcast 20:13 What the data says about podcast success 24:19 Using podcast data to identify the right guests 27:44 Founder-led content, podcasting, and audience trust 29:01 Why LinkedIn is becoming noisier for creators 30:35 Podcasting's advantage in an AI-driven content landscape Learn more about Podchaser Follow Trent on LinkedIn

    EP 95: What Makes a Podcast Stand Out Today | Head of Growth & Strategy @ Podchaser

  5. Oct 19

    EP 94: Reaching Buyers With No Digital Footprint | Paul Zubrinich, Optalert

    Optalert measures drowsiness from eyelid movements, using a scale developed by sleep scientist Dr Murray Johns after 14 years of research. Its technology is used in mining fleets, in cars on European roads and in workplace sleep-health screening. Paul Zubrinich, CMO of Optalert, on marketing drowsiness detection to mining, automotive and health buyers who are barely on LinkedIn, and why B2B SaaS playbooks don't work outside SaaS. 01:16 Optalert's 14 years of sleep science 07:56 Mining vs automotive: market pull vs regulation 17:11 Finding sleep apnoea at a Chilean mine site 26:10 Sunk energy bias: knowing when to pivot 31:08 Why AI slop would offend 1,000 buyers 35:40 The 1km trade-show ad radius 49:40 Part two: educating different buyers 1:05:05 When buyers have no digital footprint 1:22:22 The attribution fairy tale 1:26:53 AI search and discoverability Where to find out more about Optalert Follow & Contect with Paul on LinkedIn

    EP 94: Reaching Buyers With No Digital Footprint | Paul Zubrinich, Optalert

  6. Oct 16

    EP 93: The Business behind Building Communities | Jordan Godbey Growth Community

    Building a community is easy. Creating one people want to return to is the real challenge. Jordan Godbey, founder of Growth Community, shares why successful communities are built on trust, clear outcomes, and meaningful connections rather than member counts alone. Drawing on his experience helping leading creators launch and scale paid communities, Jordan explains why audience building comes before monetization, how community fits into a broader business model, and what separates highly engaged communities from those that quickly lose momentum. You will learn why trust is the foundation of every successful community, how to design an offer people will consistently engage with, why niche communities outperform broad ones in the early stages, how in-person experiences strengthen long-term retention, and why community should support a business strategy rather than exist as a standalone product. Growth Community helps creators, coaches, and experts launch, grow, and operate high-value membership communities through strategy, operations, and long-term growth support. 00:01 Introduction to Jordan Godby and Growth Community 00:56 Why audience building comes before launching a community 02:05 How communities fit into a creator's business model 03:58 Why great communities require intentional design 06:04 How Jordan built Growth Community 07:48 Why Circle became the platform of choice 09:55 The importance of a clear value proposition 12:30 Connection vs. curriculum as community drivers 15:16 Why in-person experiences improve retention 16:17 Growing a community business through long-term partnerships Connect with Jordan Godbey

    EP 93: The Business behind Building Communities | Jordan Godbey Growth Community

  7. Oct 12

    EP 92: Thought Leadership's Kodak Moment | Rob Mitchell, Exhibit B Partners

    B2B thought leadership has followed the same formula for 30 years: run a survey, do some interviews, publish a long PDF. Rob Mitchell, who led thought leadership at FT Longitude and now runs Exhibit B Partners, argues that the formula is having its Kodak moment. Marcus and Rob discuss why reports that take months to produce are falling behind buyers who get instant answers from LLMs. They also cover how to get senior partners to back a new way of working, and why thought leadership that only converts demand misses its job of creating demand. Rob explains how GEO is changing discovery and how firms can line up executives' personal LinkedIn voices with the corporate point of view. He also describes what the PwC CEO Survey and the Edelman Trust Barometer get right after decades of consistency. This episode is for B2B marketers, content leads and professional services firms that want thought leadership to stand out and drive revenue. 00:32 Thought leadership's Kodak moment 03:11 Selling change to senior stakeholders 05:18 Creating demand 07:53 Attribution, distinctiveness and the end of the gated PDF 11:26 GEO vs SEO: what LLM's award 14:33 Executive voices vs the corporate narrative 17:44 Standout examples: PwC, Edelman & Guinness price index Follow Rob Mitchell on LinkedIn Learn more about Exhibit B Partners

  8. Oct 5

    EP 90: How to Measure What Actually Drives Growth | Chuck Anderson Weir Ovative

    Marketing performance isn't measured by impressions or engagement alone. The real question is whether your investment is driving business growth. Chuck Anderson explains why modern B2B marketing measurement needs to move beyond attribution and vanity metrics to understand the true business impact of every marketing investment. From media mix modeling and incrementality testing to creator campaigns and cross-channel measurement, Chuck shares practical ways marketing teams can connect their work to revenue, earn greater confidence from finance, and make better investment decisions. You'll learn why attribution has limitations, how media mix modeling provides a more complete picture, what effective measurement looks like across multiple channels, why creators should be part of strategic planning from the beginning, and how better data leads to stronger business outcomes. 00:10 How B2B marketing measurement is evolving 01:41 Why business outcomes matter more than vanity metrics 02:38 Attribution vs. true marketing impact 04:01 Measuring performance across different channels 04:43 Media mix modeling vs. attribution 06:11 What media mix modeling actually measures 09:34 Measuring creator and influencer marketing in B2B 10:01 Why creators belong in strategic planning 12:08 How Ovative's measurement platform works 14:28 The future of B2B marketing measurement 14:57 Why finance teams are demanding better measurement Follow Chuck on LinkedIn

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NotJustAds is the B2B influencer marketing podcast for founders, CMOs and revenue leaders who want to become the brand their buying committee already trusts. Hosted by Marcus Sherwin, LinkedIn Alumni and founder of Kleos. Every episode features the sharpest insights shaping B2B in 2026 from B2B creator campaigns and LinkedIn Thought Leader Ads to the creator economy and the strategies actually generating pipeline.

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