The Content Cocktail Hour

“Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don’t achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at AntidoteIn this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.In this episode, you’ll learn:Why traditional social media strategies in B2B are failing—and how to fix themHow Creative Demand combines storytelling and strategy to drive revenueThe role of strategic campaigns in turning social into a demand engineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comFollow Darien on X: https://x.com/DarienPaytonConnect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/Explore Antidote: https://www.antidotemedia.co/Timestamps:(00:00) Intro(01:18) Creative demand explained(03:18) The role of creativity in demand generation(06:14) Successful creative campaigns(08:10) Social media strategies for B2B(14:56) Converting social media into demand(18:47) Misalignment of social media and business objectives

“The minute you put down a sales motion on paper, it’s already broken. Like it’s no longer relevant, right? It’s no longer relevant because your buyer has moved on,” says Ashar Rizqi, co-founder at Bounti.ai.In this episode of The Content Cocktail Hour, Matt Cooley and Ashar Rizqi, co-founders of Bounti.ai, break down the evolving landscape of B2B go-to-market strategies and how AI is shifting the way businesses acquire and engage customers. They share why traditional BDR motions are failing, why agility beats enterprise sales, and how their AI-powered approach is scaling smarter, not harder. They talk about the dangers of AI-generated content flooding marketing channels, why email as a sales tool might be dying, and how product-led strategies are the future of B2B growth.In this episode, you’ll learn:How Bounti.ai is building an alternative to enterprise sales motionsWhy AI-driven content saturation could kill email and web marketingThe role of proprietary AI models in reshaping sales and marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Matt on LinkedIn: https://www.linkedin.com/in/matt-cooley-12b2682/Connect with Ashar on LinkedIn: https://www.linkedin.com/in/ashar-rizqi-6614487/Explore Bounti.ai: http://Bounti.aiTimestamps:(00:00) Intro(01:06) Why traditional go-to-market strategies are broken(04:14) The problem with forecasting in sales(06:32) How Bounty AI automates sales prospecting and outreach(09:46) Why AI should focus on delighting customers, not just efficiency(14:16) The impact of AI on buyer behavior and marketing channels(19:33) Why B2B sales needs a new model

“People read three-star reviews. They don't read five-star reviews. People are looking for truth. They're looking for actual helpful content, and nothing's five stars,” says Allyson Havener, CMO at TrustRadiusIn this episode of The Content Cocktail Hour, Allyson Havener, CMO at TrustRadius, explores how reviews, AI, and data-driven content are shaping modern B2B marketing. Allyson shares why quality beats quantity when it comes to reviews, how TrustRadius is setting the industry standard for authenticity in customer voice, and why proprietary data is a brand’s secret weapon in the age of AI. She also offers her unique perspective on why CMOs, not CROs, should lead go-to-market teams and how aligning marketing with finance is a game-changer.In this episode, you’ll learn:Why TrustRadius rejects nearly half of its submitted reviews to maintain quality and credibilityHow AI is affecting buyer trust—and how businesses can protect their content from becoming commoditizedThe hidden power of proprietary data and how it fuels content, product, and marketing strategyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Allyson on LinkedIn: https://www.linkedin.com/in/allyson-havenerExplore TrustRadius: https://www.trustradius.comTimestamps:(00:00) Intro(01:16) Understanding TrustRadius(02:04) Balancing vendor and buyer solutions(04:54) The importance of quality reviews(05:53) Philosophy and strategy at TrustRadius(08:52) AI's role in reviews(12:39) TrustRadius' data-driven content strategy(17:32) The value of content marketing(23:38) Why CMOs may be better suited to lead revenue teams

“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at PavilionIn this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.In this episode, you’ll learn:Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channelHow AI is helping sales teams personalize outreach and improve conversion ratesThe role of brand investment in building long-term demand and trustResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116Explore Pavilion: https://www.joinpavilion.com/2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-reportTimestamps:(00:00) Intro(02:00) Understanding Pavilion's unique DemandGen approach(04:06) The role of AI in Pavilion's sales process(04:57) Optimizing the sales funnel with AI(06:02) Leveraging AI for personalized marketing(15:17) Building a centralized AI knowledge repository(17:29) Balancing AI and brand authenticity(21:55) The importance of brand in B2B marketing

“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlusIn this episode of The Content Cocktail Hour, Anthony Kennada, founder and CEO of AudiencePlus, breaks down a major announcement—the merger of AudiencePlus and The Juice. They discuss how this game-changing move brings together two companies that were tackling the same challenge from different angles, ultimately empowering B2B marketers to create, distribute, and convert content more effectively than ever before. Jonathan and Anthony explore the state of B2B marketing today, why traditional lead-generation tactics are failing, and how AI, first-party data, and owned media are shaping the future. In this episode, you’ll learn:Why traditional inbound marketing is broken—and what’s replacing itHow first-party data and AI are reshaping B2B content strategiesThe real reason brand and demand should never be separateResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennadaExplore AudiencePlus: https://audienceplus.comTimestamps:(00:00) Intro(01:27) Why the old marketing playbook no longer works(07:36) The myths and realities of multi-touch attribution(13:30) The role of AI and first-party data in marketing’s future(15:41) The real reason marketing budgets get cut(21:10) The dark social dilemma: Can it actually be tracked?(22:15) How AudiencePlus and The Juice are combining forces

“I’ve actually had folks critique me on like, ‘Why are you Do I Need SEO if you believe in video so much?’ I’m trying to like, lead the charge and letting folks know—YouTube is SEO,” says Devin Pickell, Founder at Do I Need SEOIn this episode of The Content Cocktail Hour, Devin Pickell, founder at Do I Need SEO, breaks down the deep secrets of B2B marketing that most brands overlook. Devin shares how brands can harness YouTube as an SEO powerhouse, why video is the missing piece in most content strategies, and how audience engagement drives real business results. He also explains why AI-driven content might already be losing its edge and how brands can stay ahead by focusing on human-first, authentic content.In this episode, you’ll learn:Why YouTube is an untapped SEO goldmineHow video content impacts brand trust and discoverabilityThe real reason AI-generated content is losing engagementResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Devin on LinkedIn: https://www.linkedin.com/in/devin-pickell/Explore Do I Need SEO: https://www.doineedseo.com/Timestamps:(00:00) Intro(01:06) Devin’s background: From SEO to video marketing(07:42) Why YouTube is an SEO powerhouse for B2B brands(11:49) How video builds trust and engagement(13:03) AI content fatigue and the need for human-first content(16:29) The role of audience retention in content success(25:00) How brands can repurpose video content for maximum reach

"I think in 2025, you should market your product before you sell it, before you build it. You start with demand as the top of the funnel," says Amos Bar-Joseph, CEO of Swan AIIn this episode of The Content Cocktail Hour, Amos Bar-Joseph, CEO of Swan AI, joins Jonathan Gandolf to discuss the evolving landscape of B2B sales and marketing in the age of AI. Amos shares his perspective on why traditional go-to-market strategies are outdated and how companies should shift their focus to marketing first, then sales, then product.In this episode, you’ll learn:Why founder-led marketing should be a top priority for B2B startupsHow AI can enhance human relationships rather than replace themWhy marketing should come before sales and product in today’s go-to-market strategyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice: https://www.thejuicehq.com/Connect with Amos on LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/Check out Swan AI: https://www.getswan.com/Timestamps(00:21) Intro(00:21) Intro(01:21) Amos' entrepreneurial journey(02:11) The philosophy behind Swan AI(03:52) The importance of talent in startups(05:07) Marketing first approach(07:58) Humanity in AI: A new perspective(15:14) Founder-led marketing insights(18:53) The overemphasis on growth at all costs

“Attribution isn’t about proving marketing’s worth—it’s about doing better marketing,” says Drew Smith, Founder and CEO of AttributaIn this episode of The Content Cocktail Hour, Drew Smith, Founder and CEO of Attributa, talks about the real secrets behind marketing attribution—beyond the hype and LinkedIn hot takes. Drew shares why most companies struggle with attribution, the biggest misconceptions about multi-touch tracking, and why the credit game between marketing and sales is a losing battle. He also unpacks the complexities of dark social, self-reported attribution, and how businesses should rethink their approach to tracking marketing success.In this episode, you’ll learn:Why marketing attribution should never be about claiming creditHow to ask the right questions before investing in attribution toolsWhen your company actually needs multi-touch attribution (and when it doesn’t)Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewsmitty/Explore Attributa: https://attributa.io/Timestamps:(00:00) Intro(02:14) Why most marketers struggle with attribution(07:36) The myths and realities of multi-touch attribution(11:45) The real reason marketing budgets get cut(15:29) The dark social dilemma: Can it actually be tracked?(21:10) Self-reported attribution vs. data-driven tracking(24:42) Why playing the credit game will hurt your marketing team(28:15) Final thoughts and takeaways

“Be strategic. Say no to things. Less is more,” says Aneesh Lal, Founder of the Wishly GroupIn this episode of The Content Cocktail Hour, Aneesh Lal, Founder of the Wishly Group, shares his journey from media sales to building a successful creator talent agency. Aneesh talks about how brands can leverage multi-channel, multi-month strategies to create lasting audience connections. He also emphasizes the value of strategic brand partnerships, creator empowerment, and avoiding the pitfalls of overextending on brand deals.In this episode, you’ll learn:Why creators should focus on fewer, higher-value brand dealsThe importance of multi-channel strategies in influencer marketingHow to measure success and build trust in creator-brand partnershipsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Aneesh on LinkedIn: https://www.linkedin.com/in/aneeshlal/Explore the Wishly Group: https://www.wishlygroup.ca/Timestamps:(00:00) Intro(01:01) Aneesh’s career journey and starting the Wishly Group(06:33) Less is more when it comes to brand deals(07:43) Multi-channel influencer marketing strategies(10:24) How to measure success in brand collaborations(18:19) The future of B2B influencer marketing on LinkedIn

“If you don’t have anything interesting to say, people won’t care, no matter how good your targeting is,” says Kae Neskovic, Executive Creative Director at SupersideIn this episode of The Content Cocktail Hour, Kae Neskovic, Executive Creative Director at Superside, talks about how branding is evolving in the face of competition and the integration of AI in creative workflows. Kae explores the balance between creativity and efficiency in a resource-constrained marketing landscape, sharing insights into how Superside invests in building brand foundations that drive long-term success. She also highlights the growing importance of human connection in B2B marketing and the rising demand for authentic, people-driven brand strategies.In this episode, you’ll learn:Why branding is more important than ever in a competitive B2B marketHow AI complements creativity without replacing the human touchThe value of creating communities and fostering authentic connectionsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Kae on LinkedIn: https://www.linkedin.com/in/koviljka/Explore Superside: https://www.superside.com/Timestamps:(00:00) Intro(01:05) From agency life to Superside(03:50) Navigating the pressures on creative teams(06:34) Using AI to streamline workflows and amplify creativity(12:35) Brand as a driver of efficiency(18:37) Remote work and its impact on collaboration(25:35) Building communities through authentic marketing