Understanding Audience Dynamics in Marketing

Polish doesn’t build trust—personality does. And no one understands that better than TikTok creators, who turn raw ideas into magnetic, shareable content every day.

In this episode, we’re pulling marketing lessons from TikTok’s creative chaos with the help of Rhonda Hughes, award-winning B2B marketing leader.

Together, they explore what B2B marketers can learn from leading with authenticity, embracing low-fi experimentation, and having the courage to make something truly original.

About our guest, Rhonda Hughes

Rhonda Hughes is a storyteller and connector of people and ideas with 18 years of experience helping brands engage their customers and audiences. She believes in creating value, not noise, and she has a knack for inspiring teams to push boundaries with fresh, fun, relevant content, campaigns, and programs. 

Rhonda’s team's work has earned recognition from Mashable, Business Insider, Hubspot, Sprout Social, KISSmetrics, Content Marketing Institute, and snagged her a spot on North Bay's 40 under 40 “Ones to Watch” list, noted among the “Top 50 Women in Content”, and awarded for "Best B2B Campaign on TikTok."

What B2B Companies Can Learn From TikTok Creators:

• Fun is a strategy—not a distraction. Brands win when they lean into playfulness—not just performance. “The brands that, to me, the companies that feel like they win are the ones that are really always putting their audience in the center and trying to figure out a way to be useful and be human and be playful,” Rhonda says. This kind of joyful creativity builds connection—and makes your brand memorable.
• Imperfect content is often the most relatable. Audiences don’t crave polish—they crave authenticity. “The most engaging content isn't the most polished… you can tell that this was just a creative idea and somebody with their camera and they're rallying the folks internally around how they bring the story to life,” Rhonda says. “And that's part of what makes it so relatable and likable.” Let your audience in on the process, not just the finished product.
• Iterate like a creator. TikTok’s best creators don’t get stuck in strategy mode—they test, tweak, and try again. That mindset is essential for B2B marketers too. “TikTok creators are constantly iterating… they've gotta test formats and hooks and trends and sounds, and they have to move fast and be playful with this,” Rhonda says. The takeaway? Strategy doesn’t mean overthinking. It means being in motion.

Quotes

*“You just never know what's gonna work. So you kind of have to be okay with trying and missing and trying again.”

*“You want to build content that's gonna resonate with your audience and also be something they want to share.”

*“If you’re not enjoying what you’re making, your audience probably isn’t either.”

*“It’s not about going viral—it’s about showing up over and over again.”

Time Stamps

[00:55] Meet Rhonda Hughes, Award-Winning Marketer

[03:37] The Power of Authenticity on TikTok

[06:00] Engaging Content Strategies

[10:34] Spotlight on Successful TikTok Campaigns

[16:16] Creative Marketing Examples

[27:28] The Power of Authenticity in Social Media

[29:37] The Bravery of Unique Marketing Strategies

[30:33] TSA's Unexpected Social Media Success

[32:39] The Importance of Fun and Experimentation in Marketing

[42:03] Creating Value, Not Noise

[43:37] The Utility of Content and Audience Engagement

[50:03] Final Thoughts and Advice for Marketing Leaders

Links

Connect with Rhonda on LinkedIn

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

Create something remarkable. Rise above the noise.