Burn the Playbook | How to Win at B2B Marketing w/ Mark Huber

May 15, 2025

In a vibrant conversation, Mark Huber, VP of Marketing at UserEvidence, dives into the essence of bold B2B marketing. He argues for risky, community-driven approaches and explains why the influence pipeline might be overrated. Mark shares insights on the most effective content formats for LinkedIn, emphasizing more authentic, less produced visuals. He advocates for marketers to throw away traditional playbooks and focus on building personal brands through genuine connections and creative strategies. This episode is a refreshing take on changing marketing dynamics.

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ADVICE

Embrace Risk to Stand Out

Take risks in marketing to truly stand out and succeed.
Comfortably embracing risk leads to better results, especially with AI making marketing easier to execute but harder to excel at.

INSIGHT

Influence Pipeline Overrated Metric

Influence pipeline is an overrated, fuzzy metric easily manipulated.
Metrics prone to gaming don't provide solid ground for marketing success.

ADVICE

Gate Valuable Content

Gate your best content if it offers true value to build your own list.
Own your contact list amidst platform and algorithm changes for stronger marketing.

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Everyone talks about “playing it safe” in B2B marketing.

Mark Huber thinks the opposite.

In Episode 9 of The EventShark Podcast, we sit down with Mark Huber, VP of Marketing at UserEvidence, to talk about what it really takes to stand out as a modern B2B marketer.

A few months back, we shot a wild project with Mark and his team in Jackson Hole, Wyoming. We’ve already dropped the first two episodes and let’s just say nothing about that shoot played it safe.

We dig into taking risks, building community-driven brands, and why the best marketing playbook… might be to throw out the playbook.

But we also go deep on practical, tactical marketing insights:
— Why influence pipeline is the most overrated metric in B2B
— The content formats that actually work on LinkedIn right now
— How UserEvidence leverages video, research, and community in their strategy
— Why every B2B marketer should stop playing it safe
— How Mark is building his personal brand without chasing the algorithm

Timecodes:
0:00 Intro
1:41 Gerolsteiner Sparkling Water taste test
3:51 Welcome to the show, Mark Huber
4:33 EventShark projects with UserEvidence
5:58 Marketing hill you’d die on
6:37 Most overrated B2B marketing playbook
7:09 Mark changed his mind on gating content
10:21 Underrated B2B marketers that people should know about
11:30 “Less Produced” content on LinkedIn
12:55 Day in the life videos on LinkedIn
17:16 Cold calls, gated E-books or webinars…Kill one, keep one, reinvent one
20:16 Mark’s podcast at Metadata with Jason Widup
21:59 Last piece of content that impressed you
23:35 What’s more important, brand or pipeline?
26:02 30 Minutes to President’s Club podcast
27:50 The random replies & DMs mean a lot to creators
28:43 How Mark Huber is building his personal brand
31:55 The overall marketing philosophy at UserEvidence
33:25 UserEvidence’s upcoming event in Jackson, Wyoming
35:35 The value of building an ACTUAL community
43:06 Mark Countdown Quiz
47:10 Mark Huber’s #1 advice for B2B Marketers
48:44 Outro

#b2bmarketing #linkedin #marketingpodcast