The Content Cocktail Hour

“If partnerships aren’t a top priority, maybe revenue isn’t either,” says Tyler Calder, CMO at PartnerStackIn this episode of The Content Cocktail Hour, Tyler Calder, Chief Marketing Officer at PartnerStack, talks about the evolving role of partnerships in B2B marketing. Tyler shares his approach to redefining partnerships as a key driver of indirect revenue, explains why companies should shift focus from tactics to outcomes, and explores the parallels between partnerships, marketing, and entrepreneurship. He highlights how PartnerStack applies its own principles, from co-marketing to account-based strategies, and why bias toward action is essential for success.In this episode, you’ll learn:Why partnerships are more than just integrations—they’re about indirect revenueHow to align partnerships with business outcomes, from awareness to revenueThe importance of balancing long-term strategy with short-term actionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Tyler on LinkedIn: https://www.linkedin.com/in/tyler-calder/Explore PartnerStack: https://partnerstack.com/Timestamps:(00:00) Intro(02:39) Defining partnerships as indirect revenue(06:28) Aligning partnerships with strategic business outcomes(10:45) Why revenue should drive partnership priorities(14:12) Balancing short-term wins and long-term partnership goals(19:36) PartnerStack’s partnership-driven marketing strategy

“If you haven't figured out what your customers actually care about and what they connect with, you're just not allowed to use AI,” says Hiba Amin, Founder at Sandia ConsultingIn this episode of The Content Cocktail Hour, Hiba Amin, content consultant and founder of Sandia Consulting, shares her unique “Shrek AI Framework,” emphasizing why finding your core story is essential before leveraging AI in marketing. Hiba talks about her personal journey of going “mini-viral” on LinkedIn, the importance of balancing creativity and technology, and why scaling without quality is a recipe for failure. She also explains how marketers can find small wins with AI, avoid burnout, and embrace fun and authenticity in their work.In this episode, you’ll learn:Why you must define your core message before using AI for scalabilityHow the Dunning-Kruger effect applies to AI adoption in marketingPractical ways to start small with AI and build your confidenceResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Hiba on LinkedIn: https://www.linkedin.com/in/hibaamin/Timestamps:(00:00) Intro(02:39) The Shrek AI Framework(06:28) What “Finding Your Shrek” means(10:45) Why Marketers Should Limit AI Dependence(14:12) How to use AI without losing your soul(19:36) How Hiba balances creativity, fun, and authenticity

"Your post doesn't just need to be the best post out there. It needs to be better than all of the posts that are on the first search results page," says Ben Kazinik, Sr. SEO Manager at monday.comIn this episode of The Content Cocktail Hour, Ben Kazinik, Senior SEO Manager at monday.com, explains why success in SEO writing comes from a mix of strategic content creation and thoughtful optimization. Ben breaks down the power of manual research, shares how tools like Ahrefs and Phrase.io uncover SEO gaps, and stresses the value of internal linking to boost rankings. He also discusses how AI is shifting search results and what marketers must do to adapt. In this episode, you’ll learn:How to strike the right balance between creating and optimizing SEO content  Why manual research is crucial for outperforming competitors  Practical ways to improve SEO with tools, internal links, and targeted strategies  Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Ben on LinkedIn: https://www.linkedin.com/in/ben-kazinik/Check out monday.com: http://monday.comCheck out SEO Bros: https://www.youtube.com/@seo-brosTimestamps:(00:00) Intro(03:42) How to create competitive SEO content(05:35) New content vs optimizing content for SEO(10:37) Inside monday.com’s content team structure(13:08) PLG vs sales-led content strategy differences(14:19) How AI is changing SEO performance(16:19) Top SEO tools for small businesses(19:26) The SEO Bros and their roast series

“People are going to talk about you whether you’re in the room or not. Why not take a proactive approach and help augment that narrative?” says Gianna Scorsone, COO and co-founder at Champion HQIn this episode of The Content Cocktail Hour, Gianna Scorsone, Co-Founder & COO at Champion HQ, talks about the importance of focusing on customer retention, cross-functional alignment, and leveraging AI to identify your brand advocates. She also talks about her experience scaling businesses from $5M to $100M, the value of customer-led growth, and why SaaS organizations often overcomplicate their approach to growth.In this episode, you’ll learn:Why customer marketing is the voice of the customerHow AI-powered tools can identify champions and drive advocacyThe key to aligning teams for sustainable growthResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Gianna on LinkedIn: https://www.linkedin.com/in/giannascorsone/Learn more about Champion HQ: https://www.championhq.com/Timestamps:(00:00) Intro(01:05) Gianna’s journey from sales leader to co-founder(05:30) Why customer retention is key to growth(08:06) From start up to scale up(09:53) Creating marketing strategies based on your customer base(12:04) Identifying your ‘champion’ users(13:29) Leveraging AI to identify and nurture customer champions(16:45) The best customer marketing campaign(20:10) Breaking free from the hamster wheel of traditional growth strategies

“We’ve started to create a flywheel with AI workflows—connecting sales, marketing, and everything in between,” says Nathan Thompson, Head of Content Strategy at copy.aiIn this episode of The Content Cocktail Hour, Nathan Thompson, Head of Content Strategy at copy.ai, explains how AI workflows are reshaping marketing and copywriting. Nathan shares his journey from building scrappy, organic content strategies to leading innovative, AI-driven processes at copy.ai. He explains why the future of AI in marketing isn’t just about generating text but about connecting strategies, breaking silos, and creating cohesive workflows.In this episode, you’ll learn:Why AI workflows outperform task-based tools like ChatGPTHow to break data silos and align sales and marketing through AIPractical ways to use AI for thought leadership, SEO, and campaign executionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Nathan on LinkedIn: https://www.linkedin.com/in/nathan-likes-writing/Learn more about copy.ai: https://www.copy.ai/Timestamps:(00:00) Intro(01:13) Nathan’s journey in content strategy and AI(05:57) Why workflows are the future of marketing(10:42) Breaking silos between sales and marketing with AI(15:20) How to create authentic thought leadership content at scale(20:45) The role of AI in building personalized campaigns(24:50) Nathan’s advice for marketers starting with AI

“Today, the best content is super fun. Don’t be afraid to let your brand freak flag fly,” says Rob Carpenter, Founder of AudienceLedIn this episode of The Content Cocktail Hour, Rob Carpenter, founder of AudienceLed, shares his journey from being a marketing leader to launching AudienceLed, a service helping B2B companies navigate a new era of audience-driven growth. Rob explains the evolution of marketing strategies, the diminishing returns of old playbooks, and why brands must embrace community-led and creator partnerships to build trust and relevance. He also gives practical advice on co-marketing, why fun and authenticity are key to standing out, and the importance of collaboration in today’s visible markets.In this episode, you’ll learn:What “audience-led growth” means and why it’s vital todayHow brands can co-create meaningful campaigns with creatorsWays to make your marketing fun, engaging, and impactfulResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Rob on LinkedIn: https://www.linkedin.com/in/robmcarpenter/Learn more about AudienceLed: https://www.audienceled.com/Timestamps:(00:00) Intro(01:27) Rob’s journey to founding Audience Led(05:33) Why traditional marketing playbooks no longer work(09:40) Audience-led growth: how it works and why it matters(14:15) Co-marketing and building authentic relationships with creators(19:51) The power of fun and creativity in marketing(24:00) Rob’s thoughts on B2B influencer strategies

“If you do that in a kind of fake way, people are going to smell it from a mile away. Their BS radars are going to go off,” says Shawnie Hamer, Director of Brand and Content Marketing at CrossbeamIn this episode of The Content Cocktail Hour, Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam, tells us how Crossbeam uses Ecosystem-Led Growth to strengthen partnerships and create authentic, value-driven content. Shawnie shares her unique journey from academia to content marketing leadership and emphasizes the importance of aligning marketing efforts with customer trust. She also talks about the misconceptions around AI in content creation and highlights the irreplaceable value of human creativity.In this episode, you’ll learn:What Ecosystem-Led Growth is and how it empowers go-to-market strategiesWhy authentic content outperforms keyword-focused traffic tacticsHow to create content that earns trust and delivers real valueResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Shawnie on LinkedIn: https://www.linkedin.com/in/shawniehamer/Explore Crossbeam: https://www.crossbeam.com/Timestamps:(00:00) Intro(01:06) Shawnie’s background: From teaching to content marketing(07:42) The power of trust in Ecosystem-Led Growth(11:49) Aligning with larger brands authentically(13:03) Quality vs. quantity in content strategy(16:29) Listening to customers to create impactful content(25:00) Why AI won’t replace authentic content creation(26:34) Crossbeam’s new website and interactive elements

“Sponsor is not a dirty word. And I think that when it’s handled correctly, it can be very effective,” says Aaron Leeder, VP of Partnerships & Alliances at PavilionIn this episode of The Content Cocktail Hour, Aaron Leeder, VP of Partnerships & Alliances at Pavilion, shares the art of balancing sponsorships with community building. Aaron explains how Pavilion prioritizes member-first values while creating meaningful partnerships with brands. He also explores the value of unique activations like salon dinners and the shifting impact of event sponsorships in cultivating genuine connections. From creative event strategies to building favorability within a community, Aaron highlights the importance of long-term relationship building in today’s marketing landscape.In this episode, you’ll learn:Why sponsorships can enhance both member and sponsor experiencesHow to balance sponsorship revenue without compromising community valuesThe power of creative activations like dinners and social experiencesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronleeder/Learn more about Pavilion: https://www.joinpavilion.com/Timestamps:(00:00) Intro(01:13) Aaron’s unique path from music to partnerships at Pavilion(05:29) Balancing member-first values with sponsorship strategies(10:17) The ROI of creative activations like salon dinners(14:42) Tips for maximizing sponsorships(18:32) Creating amazing customer experiences through salon dinners(20:26) Long-term thinking in sponsorship and relationship building

“AI makes content creation easier, but curating the right information at the right time is what truly drives success,” says Jesse Bourgeault-Trickey, Global Deployment Manager at HappeoIn this episode of The Content Cocktail Hour, Jesse Bourgeault-Trickey, Global Deployment Manager at Happeo, talks about the challenges and opportunities of knowledge management and intranet systems. Drawing from his extensive experience, Jesse shares why aligning HR, IT, and Ops creates a “three-legged stool” for efficiency, how AI is transforming intranet functionality, and why curation is now more critical than content creation. He also explains the impact of knowledge systems on employee retention and how proactive strategies can help organizations avoid costly inefficiencies.In this episode, you’ll learn:How AI-powered knowledge engines close content gapsThe ROI of self-serve intranets in reducing redundanciesWhy shared ownership leads to successful intranet adoptionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessebtrickey/Learn more about Happeo: https://happeo.com/Timestamps:(00:00) Intro(01:25) The importance of shared ownership in intranet success(04:10) How AI is transforming knowledge management(08:45) Proactive vs. reactive approaches to intranet adoption(12:30) The ROI of reducing redundancy through self-serve systems(17:20) Creating feedback loops for internal and external insights(21:40) Curation vs. content overload: Striking the right balance

“The distance between passable and great content is enormous—and only creativity can bridge the gap,” says David Ebner, President at Content Workshop.In this episode of The Content Cocktail Hour, David Ebner, President at Content Workshop, explores the future of B2B content marketing and why creativity and storytelling matter more than ever in the era of AI writing. He shares insights on balancing measurable outcomes with bold ideas, the limitations of AI in storytelling, and how to create campaigns that resonate emotionally with your audience. David and Jonathan also recount their LinkedIn campaign experiment and discuss the role of influence, collaboration, and choosing the right medium for content creation.In this episode, you’ll learn:Why taking creative risks leads to memorable contentHow to leverage co-creation and influence in your campaignsThe difference between “passable” and “great” contentResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with David on LinkedIn: https://www.linkedin.com/in/davidjebner/Learn more about Content Workshop: https://contentworkshop.com/Timestamps:(00:00) Intro(01:13) Why creativity is essential in measurable marketing(03:34) Leveraging storytelling to build emotional connections(07:24) Why AI struggles with great storytelling (12:12) The viral LinkedIn campaign experiment(17:38) The value of influence and co-creation in marketing(22:08) Bold ideas vs. safe strategies