Skip to content
Sign in
Artwork for B2B Marketing Weekly
B2B Marketing Weekly · 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.

0:00 · — The signals changing B2B content-34:08
Play in
Transcript file

transcript

No transcript — this publisher did not publish one.

show notes

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.

chapters

15 chapters

more episodes

All episodes