Skip to content
Sign in
Artwork for B2B Marketing Weekly
BusinessMarketing

B2B Marketing Weekly

Brand Craft


Before creator marketing became the thing every B2B brand wanted to talk about, Chris Cunningham was already doing it.

As one of the original four behind ClickUp, Chris helped build one of the fastest-growing project management companies in the world by looking outside of B2B for inspiration. Influencers, creators, viral social content, consumer marketing tactics. That approach has helped ClickUp generate more than 2 billion views across social.

Will McTighe knows a thing or two about earning attention, too. He’s built a LinkedIn audience of more than 400,000 and helped 600+ B2B founders become influential voices in their industries.

Now they’re getting together every week to talk about where B2B marketing goes next.

B2B Marketing Weekly breaks down the trends, creators, platforms, campaigns, and ideas getting attention right now, with one question in mind: what should B2B marketers actually do with this?

Because copying every viral trend is a terrible strategy. Ignoring what’s happening outside the B2B bubble might be even worse.

Chris and Will separate the opportunities from the traps and show how B2B brands can borrow from consumer and creator playbooks without becoming the brand trying way too hard to be cool on the internet.

New episodes every week.

Play
Open in
  • 4 episodes
  • Avg 19 min
  • English

Episodes 4

NewestOldestLongest
All4Unplayed4In progress0Played0
  • #3
    Wednesday · 20 min

    Open AI got cancelled & Claude lost 15k on lemonade

    OpenAI spent big on an influencer trip—and got absolutely dragged for it. Chris and Will break down why the campaign backfired, how brands can avoid choosing the wrong creators, and why an influencer’s audience and associations matter just as much as their own content. They also look at brands chasing attention with morph-suit stunts, why being first and different beats copying what already worked, and the story behind ClickUp’s Dreamforce protest. Then they unpack GenSpark’s viral experiment where Claude and ChatGPT ran competing lemonade stands, burned through roughly $15,000, and made less than $100. The big question throughout: how do you create marketing people actually remember without forcing your product—or looking like every other brand in the feed?

    • Transcript
    • Chapters
  • #2
    August 19 · 24 min

    The CEO Product Demo Is the New Press Release

    What happens when the CEO stops announcing the product—and starts demonstrating it? In Episode 2 of B2B Marketing Weekly, Chris Cunningham and Will McTighe break down three shifts changing how B2B brands earn attention: why influencer budgets are moving toward smaller creators, how ZoomInfo CEO Henry Schuck turned a product demo into a high-performing piece of content, and how Listen Labs brought measurement and social amplification to a $1 million billboard campaign. They also share practical advice on balancing macro- and micro-creator spend, using creator content to support answer engine visibility, making CEO demos pain-point-led rather than feature-led, and getting more value from out-of-home campaigns. In this episode: Why micro-creators can offer stronger trust, lower risk, and more creative options Chris’s approach to dividing influencer spend between large and small creators How creator campaigns may support visibility in AI answer engines Why the CEO product demo is becoming the new press release How to structure product demos people want to share internally What Listen Labs did differently with its New York billboard campaign How photography, video, employees, and creators can amplify out-of-home spend

    • Transcript
    • Chapters
  • #1
    August 12 · 34 min

    The Signals Shaping B2B

    B2B buyers aren’t procurement robots. They scroll Instagram, follow creators, get pulled into trends, and spend plenty of time online just like everyone else. So why does so much B2B content still feel like it was made for a committee instead of a person? In the first episode of B2B Weekly, Chris Cunningham and Will McTighe break down the signals shaping where B2B marketing is headed. They unpack the mysterious Kumar account that gained more than a million followers in under a week, why brands should consider building recognizable characters of their own, and how Vanta turned an unglamorous compliance problem into a live, watchable series for exactly the right audience. Then they get into why livestreaming may be B2B’s next big format, how to tell a useful trend from a lazy brand trap, and what Chris learned at Cannes Lions about creating experiences people will still talk about after the event ends. Throughout, they make the case that reach alone isn’t the goal—the best B2B content earns attention by feeling human, specific, and impossible to confuse with everyone else. If your content strategy still depends on polished interviews, copied trends, or one-off events with no amplification plan, this episode will show you what to do differently.

    • Transcript
    • Chapters
  • August 10 · 1 min

    Introducing: B2B Marketing Weekly

    B2B Marketing Weekly is where Chris Cunningham and Will McTighe break down what B2B marketers can learn from the creators, consumer brands, trends, and content taking over the internet. With more than 2 billion social views generated at ClickUp, an audience of 400,000+ built on LinkedIn, and 600+ B2B founders helped along the way, Chris and Will have spent years proving that the best B2B marketing ideas don’t always come from B2B. Every week, they’ll break down what’s working, what’s worth stealing, and which trends B2B brands are better off leaving alone. Follow B2B Marketing Weekly on Apple Podcasts and Spotify, and subscribe on YouTube so you don’t miss an episode.

Showing 1–4 of 4 episodes