“I think AI is not the future. Human-led content is the future. Authentic stories are the future,” says Tim Rath, co-founder and CEO of YOYABA

In this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketing—and why it’s much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in today’s B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.

In this episode, you’ll learn:

How revenue marketing shifts focus from lead gen to business outcomes
The importance of product-market fit and message-market fit
The underrated power of personal branding in a noisy AI-driven world

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Tim on LinkedIn: https://www.linkedin.com/in/timrathofficial/

Explore YOYABA: https://www.yoyaba.com/

Timestamps:

(00:00) Intro

(03:52) The concept of revenue marketing

(07:22) Aligning marketing and sales for success

(12:20) The role of brand marketing

(13:37) Keys to rapid business growth

(17:01) Founding a business with family

(18:32) Building a marketing career from scratch

(19:58) AI is not the future

Redefining Revenue Marketing with Tim Rath, YOYABA