Best Story Wins

Column Five
  • 5.0 (16)
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  • 两周一更

Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands.  Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next level.

  1. What it Takes to Build a Winning Brand

    1天前

    What it Takes to Build a Winning Brand

    When everyone’s shouting that they’re “#1 in AI,” how do you actually stand out? Sometimes, the move isn’t a flashy campaign—it’s just saying what you mean, clearly and confidently. This week, we sit down with Scott Smith, VP of Brand at Intercom and the creative mind behind Fin, their new AI agent. Scott speaks about how they built a brand that breaks the rules—ditching rigid style guides for something more like a magazine: expressive, evolving, and full of soul. We talk about what it takes to launch a new brand inside a legacy company, how “boring” billboards became their secret weapon, and why AI isn’t here to steal creative jobs—it’s here to level up the whole game. We also get into: - Why great art direction matters more than ever in an AI-first world - How Intercom reimagined branding as a living, breathing system - Letting go of the “creative genius” myth and building with your team - What it looks like when in-house creative teams run like agencies

    54 分钟
  2. How to Turn Customers Into Your Loudest Advocates

    9月4日

    How to Turn Customers Into Your Loudest Advocates

    With everyone talking about AI, it’s easy to feel like your brand has to shout just to be heard. But sounding like everyone else isn’t the answer, it’s a missed opportunity to connect in a meaningful way. In this episode, we sit down with Steph Bowker, Head of Marketing at Metaview, to talk about what it really takes to stand out in today’s crowded B2B landscape. Steph shares her honest perspective on building brands that feel human, specific, and rooted in real value. We explore what makes people care, how to create a brand that feels lived-in and why thoughtful storytelling (inside and outside your company) might just be your strongest asset. If you’re looking for practical ways to cut through the noise without losing your voice, you’ll want to hear this one. We Also Explore:Why slapping “AI” on your homepage isn’t a strategyHow to turn customers into your most powerful marketing channelWhat makes a real community (hint: it’s not just a Slack group)How smaller teams can punch way above their weight with sharp storytelling

    45 分钟
  3. The Marketer’s Guide to Modern Storytelling

    8月28日

    The Marketer’s Guide to Modern Storytelling

    Maybe it’s not a content problem. Maybe it’s a clarity problem. With AI-generated posts flooding every channel and SEO playbooks changing by the week, B2B marketers are creating more content than ever—yet somehow, it’s hitting with less impact. So what actually sets a brand apart today? It might come down to something deceptively simple: better storytelling. In this episode, Roman, Head of Marketing at Sifflet, shares his thoughtful take on why “90% of marketing is content”—and why we need to rethink how we approach it. We also discuss: Why founder content is peaking—and what comes nextThe quiet return of PR, direct mail, and other "dead" tacticsThe one field in your contact form that tells you what your dashboard never will

    43 分钟
  4. Building a Brand Like a TV Show

    8月21日

    Building a Brand Like a TV Show

    Everyone’s chasing AI—but what if the real magic in B2B is a rap video, a meme, and two actors with a camera? While most brands stick to safe, polished playbooks, Chris Cunningham is building ClickUp’s marketing like it’s a full-blown media company—and it’s working. In this episode, he takes us behind the scenes of how their small but mighty team racked up 200 million+ impressions by leaning into creativity, comedy, and community. Chris, one of ClickUp’s original team members and now Head of Brand, shares the real (and often hilarious) story of how they went from startup scrappiness to building an in-house content engine that moves the needle. From hiring actors full-time, to turning their content meetings into writers’ rooms, to making rap albums that actually convert. We talk about: The content framework that helps their team test and scale what really worksWhy they bet on humor at the top of the funnel—and what makes it landHow they avoid burnout while making videos every weekThe limits of AI content (and why originality still matters most)What most B2B teams get wrong when they try to “act like media companies”

    43 分钟
  5. From Forgettable to Unstoppable Brand Moves

    8月14日

    From Forgettable to Unstoppable Brand Moves

    Let’s be real: most B2B brands are stuck on repeat. Same buzzwords, same bland websites, same tired playbooks. And in a sea of sameness, nobody stands out. So how do you make people actually care? In this episode, we sit down with Bill Macaitis, founder at SaaS CMO Pro. Bill pulls back the curtain on what’s broken in B2B marketing and how to fix it. Spoiler: it’s not another lead-gen campaign or cranking out more content. It’s about building a brand people actually remember.If you’re tired of playing it safe, this one’s for you. We Also Get Into:The secret behind customer marketing that actually drives growthHow to create bold, consistent brand moments without becoming a robotWhy most marketing teams lose trust—and how to win it back

    55 分钟
  6. Building Trust in a Noisy World

    8月7日

    Building Trust in a Noisy World

    We’re creating more content than ever—but at what cost to meaning and connection? In this episode, Kelly Phillips—VP of Brand Marketing at Faire, and former brand leader at Airbnb, YouTube, and Google—shares what it really takes to build a brand that people trust and feel connected to. We talk about what makes brand matter in the age of AI, how to build trust on both sides of a marketplace, and what it looks like when your brand actually helps people succeed—not just sells to them. We also discuss: Why Faire wants to be a partner, not just a platform, for small retailersThe “Fair Forecast” and the power of data-driven, non-boring trend reportsWhy early brand investment is no longer optional for AI-first companies

    29 分钟
  7. Why B2B Buyers Crave Cool, Too

    7月31日

    Why B2B Buyers Crave Cool, Too

    If your brand doesn’t spark a feeling, it’s already forgettable. In a world where every product looks the same, the only thing that truly sells is vibe. B2B marketing is broken. Everyone’s selling the same tools with the same bland copy—and in the AI era, product parity is only getting worse. So how do you stand out when sameness is the default? You build a brand people actually feel something about. In this episode, Kevin Branscum, VP of Brand Marketing at Typeform, breaks down how to inject personality, culture, and staying power into your B2B brand. We also discuss: Why most B2B brands sound like AI wrote them—and how to sound human againHow to borrow from the playbooks of fashion and luxury to build worlds, not just marketing campaignsHow to think beyond spreadsheets and bring real people—your customers and their customers—into the heart of your marketing

    51 分钟
  8. The Quiet Revolution Behind B2B Brand Wins

    7月24日

    The Quiet Revolution Behind B2B Brand Wins

    Too often, B2B brands chase clicks that don’t lead to real results. The fix? It’s not more ad spend—it’s aligning your systems and strategy. In this episode, Deanna Adams, Senior Director of Integrated Campaign Marketing at Dropbox, reveals how to actually make your brand show up across the entire customer journey—not just in a 15-second pre-roll. Deanna shares how her team re-engineered Dropbox’s content engine for agility, built emotional resonance through integrated campaigns, and created a structure that lets the brand promise echo from awareness to advocacy. It’s not theory—it’s game film from the frontlines of modern B2B marketing. We also cover:Why the “brand vs. performance” debate is holding your team backHow AI is shifting from shiny feature to workflow essentialWhat a truly integrated customer journey looks like in practiceHow to structure agile teams that actually collaborate

    42 分钟
查看全部 94 集

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关于

Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands.  Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next level.

信息

  • 创作者
    Column Five
  • 活跃年份
    2023年 - 2025年
  • 单集
    94
  • 分级
    儿童适宜
  • 版权
    © Column Five
  • 节目网站
    Best Story Wins