James Carbary (founder of Sweet Fish Media) sits down with Lexi Croisdale, Tyler Lessard, and Kellie Davis to discuss Starbucks & Coke dipping their toes in the water of owned media, and much more!

The top of the marketing funnel doesn’t need to be mysterious or overly complicated! For many companies though, they think they’re doing top-of-funnel marketing, and while they’re spending money on ads they aren’t growing affinity or an owned audience.

In this episode, James and Benji share the 4 top of funnel marketing tactics you cannot afford to overlook.

Join as we discuss:

• Why video podcasting is a game-changer for reaching wider audiences and establishing thought leadership
• How to leverage original research for creating compelling, data-driven reports that resonate with your audience
• Why companies consistently get newsletters wrong, and how to avoid falling into the same trap

Connect with us: 
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/

We all know B2B marketing has evolved, but what is the new way? It seems we've come to a vital decision, how will brand and performance marketing work together in this new era? 

Today, James and Benji discuss a blog from Velocity Partners, "B2B Brand is Back(and MQLs are Bullshit)" -- breaking down some of the top takeaways and mindset shifts marketers must make. 

Link to Post: https://velocitypartners.com/resources/new-b2b-manifesto/

Connect with us: 
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/

Today, James and Benji breakdown a recent post on LinkedIn from Justin Rowe on how to effectively invest $500-$1,000/month on Linkedin ads.

Discussed in this Episode:

• What makes the best LinkedIn ad creative?
• Strategic Repurposing
• Cold Outreach vs Retargeting

Today, James and Benji share a behind-the-scenes look at the ever-evolving content strategy for the show and how to find clarity amidst a million ideas.

Today, James and Benji discuss a recent post from Dave Gerhardt and his search for a GM for Exit Five.

Discussed in this Episode:

• Copywriting skills
• Startups
• The power of social media and community

On this Echo Chamber episode, James and Benji discuss a recent post from Alex Hormozi that pours gasoline on the quality vs quantity debate. How should we be thinking about this and getting the right balance?

On this Echo Chamber episode, James and Benji discuss the impressive and lengthy LinkedIn carousel from Tim Hanson breaking down 49 AI tools, by category, for business professionals.

On this Echo Chamber episode, James and Benji discuss a recent post from Aleksandr Volodarsky on Twitter about the growth that can come from crafting a free tool for your market.

On this Echo Chamber episode, James and Benji break down the recent, brilliant ad campaign from Surreal Cereal and how B2B marketers could tap into similar ideas.

On this Echo Chamber episode, James and Benji discuss the vital business lessons marketers must learn from sales in order to increase their effectiveness.

On this Echo Chamber episode, James, and Benji discuss the importance of balance when it comes to output vs input and how to continue learning in your role.

On this Echo Chamber episode, Dan, James, and Benji discuss a recent Twitter thread from Ramon Van Meer outlining the wild west that was Salesforce in the early days.

Coke just launched a media brand for retail and restaurant partners, what does this mean and what can we learn from it?

Join as we discuss:

• The need for a personalized approach to engage your audience
• The need for foundational research and data-driven insights to support your content
• Thought leadership and brand building through media content

Connect with us: 

Benji: https://www.linkedin.com/in/benji-block/

James: https://www.linkedin.com/in/jamescarbary/

Link to Post discussed in this episode: https://www.coca-colalens.com

Press release:https://www.coca-colacompany.com/media-center/new-platform-offers-retail-and-restaurant-partners-data-backed-insights-and-industry-trends-through-a-uniquely-coca-cola-lens
https://www.coca-colacompany.com/media-center/new-platform-offers-retail-and-restaurant-partners-data-backed-insights-and-industry-trends-through-a-uniquely-coca-cola-lens

On this Echo Chamber episode, Dan, James, and Benji discuss a recent LinkedIn post from Michael Roberts regarding attribution.

Jake Thomas is the king of YouTube video titles. With over 4,000 titles under his belt, he's turned his expertise into Creator Hooks, a thriving company.

On this episode Benji and Jake discuss:

• Rules to follow for better title writing
• The art of saying the same thing 100 different ways
• How to find and double down on what truly resonates with your audience

On this final, “bonus” episode of Media Brands James, Dan, and Tyler discuss the departure of Will Aitken from Sales Feed, and how to handle these transitions within your media brand.

On this Echo Chamber episode, James, Dan, and Benji discuss the news that Will Aitken is leaving Sales Feed for Lavender and what that means for creators more broadly.

In this episode, Benji talks to MJ Peters, VP of Marketing at CoLab. Recently MJ challenged her team to craft and launch an ABM campaign in 1 day, we break that down in this episode. Also discussed, her perception of media brands vs. brand marketing and how you can win with either.

On this Media Brands episode, James, Dan, and Tyler answer the BIG question: How can building a media brand grow your business? How do you connect the media brand with what your business offers?

Discussed in this Episode:

• How to educate your audience about your product
• The inbound funnel created by your media brand
• Developing a media mindset

On this Echo Chamber episode, Dan and Benji discuss a recent LinkedIn post from Alon Evan and explain why it’s time for our thinking to evolve when it comes to lead magnets.

On this episode, Benji talks to Ellen Schwartze, former Sr. Director of Digital Demand Generation at Knotch.

Discussed in this Episode:

• The must-have partnership between content and data
• Building key relationships internally for marketing success
• Measuring a control group as much as a campaign

On this Media Brands episode, James, Dan, and Tyler break down the processes and systems required to build and maintain a fast-paced, creative, media brand. Discussed in this episode:

• How does a small team create so much content?
• Creative vs Creator - do you need both?
• Tools for measuring success

In this episode of the Echo Chamber on B2B Growth, James, Dan, and Benji break down the theory of an audience growth ceiling. What contributes to momentum slowing? The algorithm? Messaging fatigue? Audience churn?

Link to post on LinkedIn, HERE.

James Carbary sits down with Ashley Faus(Head of Lifecycle Marketing Atlassian), Gwen Lafage(VP Marketing, Sinch), Spud Rule(VP of Demand, Leap), and Jane Serra(Creator & Host, Women in B2B Marketing) to talk about the future of content marketing and how to become a thought leader. 

This clip is from a B2B Growth Roundtable, hosted in Orlando at the Sweet Fish Media Creator House. 

Watch the full video now: https://www.youtube.com/watch?v=eDFc1fSrtYg&t=52s

Learn more about the Creator House: https://www.sweetfishmedia.com/services/creator-house

On this episode, Benji speaks with Samantha Stone, Founder and CMO of The Marketing Advisory Network, to discuss B2B Buyer Trends that are set to impact 2023 marketing plans.
Discussed in this Episode:

• The evolution of the sales demo
• A.I as a tool for your revenue team
• Moving toward Price Transparency

On this Media Brands episode, James, Dan, & Tyler discuss the importance of talent and team when building a media brand.

In this episode we explore:

1. How to identify and pursue talent
2. Developing a "creative sandbox"
3. Garnering momentum with a small team

On this Echo Chamber episode Benji and Dan discuss Andrei Zinkevich's thought-provoking LinkedIn post on the importance of shifting away from a "marketing bingo" mentality and embracing marketing as a vital business function.

In this episode Benji talks to Greg Batchelor, Vice President of Growth Marketing at platform.sh.
Discussed in this episode:

• Clear Sales & Marketing alignment on the GTM strategy

• Marketings need to own the funnel

• Getting the most out of ABM

On this Media Brands episode, James, Dan, & Tyler discuss the options you have when building a media brand and the importance of clearly defining the types of content you create.

In this episode we explore:

1. Where to start in developing your Media Brand strategy
2. How to build a naturally engaged audience
3. Deciding which channels to focus on

Connect on Linkedin:

James - https://www.linkedin.com/in/jamescarbary/
Dan - https://www.linkedin.com/in/digitalmarketingdan/
Tyler - https://www.linkedin.com/in/tylerlessard/

On this Echo Chamber episode, Benji and Dan discuss the recent move by Amazon Music to make several large podcasts ad-free. How does this approach stack up compared to Spotify and their work to make specific shows exclusive on their platform?

Connect on Linkedin:

Benji - https://www.linkedin.com/in/benji-block/
Dan - https://www.linkedin.com/in/digitalmarketingdan/

In this episode, Benji talks to Sam Senior, the Co-Founder & CEO at TestBox. 85% of decision-makers have a day one list of software vendors when they're looking to potentially make a purchase, so how do you ensure you ensure your product is on that list?

Discussed in this episode:

• The move toward "ungated" software
• The evolution of the Saas sales role
• How to enhance your trial/demo experience

Connect on Linkedin:

Benji - https://www.linkedin.com/in/benji-block/
Sam - https://www.linkedin.com/in/samuelsenior/

Today on B2B Growth we launch a brand new content franchise, "Media Brands". In this series of episodes James, Dan, & special guest co-host Tyler Lessard of Sales Feed break down the evolution of content marketing and the power of building a Media Brand.

In this episode we explore:

• The Vidyard Story
• New Ideas for Engaging Audiences
• How the 3 Content Marketing Motions work in tandum

On this Echo Chamber episode Benji and Dan discuss The Vault, a new content product from Refine Labs. Is this move toward paid, walled-off content smart? How will it impact their voice in the market moving forward?

In this episode Benji talks to Courtland Goldengate, the VP of Marketing at Streamlit and a Director of Marketing at Snowflake. PLG is everywhere in Saas these days, but what if it's not right for many Saas solutions?

Discussed in this episode:

• How to decipher if PLG is right for you
• Keeping focus in a ever-evolving marketing landscape
• What EVERY Saas solution should steal from PLG

We’re drafting our favorite B2B content companies! Today, James and Benji each pick three companies and discuss why they believe these companies are excelling at content creation.

Join as we discuss:

• Using satire and comedy in B2B content
• Finding a format that’s repeatable and resonates with your audience
• Paid media to promote owned media

Our Draft Picks: 

• AudiencePlus - https://audienceplus.com/
• Travis Tyler (Motion) - https://www.linkedin.com/in/travis-scott-tyler/
• Ahrefs - https://ahrefs.com/
• Moz - https://moz.com/
• Haris Spahić (ButterDocs) - https://www.linkedin.com/in/haris-spahic/
• Bold Strategies - https://www.boldstrategies.com/

Connect with us: 

Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/

On this Echo Chamber episode James and Benji contrast the old and new ways of thinking about content distribution using a post from Mary Keough as the jumping off point.

Discussed in this episode:

1. Making content work harder for your organization
2. SEO as the Zombie of Marketing
3. Ensuring your SME's avoid creating commodity content

In this episode, Benji talks to Amisha Gandhi, the SVP of Marketing at Tipalti. We are in a time where organizations are tightening their belts, we’ve seen layoffs, a lot looms over 2023. Given the current climate, is influencer marketing something we should be focused on? If so, how can get the most out of it?

Discussed in this episode:

• The common mistake in thinking influencer marketing is for social only

• Full funnel influencer marketing examples

• How ABM & influencer marketing can work in tandem

On this Echo Chamber episode James, Dan, and Benji discuss the rising tide of conversation on LinkedIn around building Media Brands, specifically a recent post from Camille Trent, Director of Content & Community at PeerSignal.

Discussed in this episode:

1. Measuring the success of a media brand
2. How building a media brand incentivizes the right behaviors
3. What it takes to have a "Director of a B2B media" for your company

In this episode, Benji talks to Bill Kramer, VP of Marketing at PayZen.

Discussed in this episode:

• Transitioning from MQLs to Qualified Accounts

• Pivoting to new ways of measuring marketing success

• Successfully leading a team through times of transition

On this Echo Chamber episode James, Dan, and Benji discuss 2 pieces of content on ChatGPT. Alex Hermozi's recent video called “Get Rich in the A.I Revolution” and Sounds Profitable's article: “Three Reasons Podcast Creatives Should Embrace, Not Fear, AI”.

Discussed in this episode:

1. Will Google lose Market Share?
2. Is this technology a threat or a benefit?
3. Creative use cases of ChatGPT

In this episode, Benji talks to Breene Murphy, the Vice President of Strategy and Marketing at Carbon Collective.

Discussed in this episode:

• The use of time, stakes, challenges, and rewards in marketing
• How to invite your ICP into a story
• Removing friction in the buying process

In this best of 2022 episode, Benji talks to Joei Chan, Director of Brand & Content at 360Learning.


As B2B brands we are all looking to resonate and stand out in our content and media. Joei and 360Learning did this through an original series called Onboarding Joei. The short docuseries followed Joei Chan, a new employee, as she navigated her first 3 months on the job.

In this episode James, Dan, and Benji discuss the hottest B2B brands right now. Who should we be paying attention to as we go into the new year? Who will win and truly build affinity with their audience in 2023?

Today James and Dan throw in their 2 cents on Airbnb's rise to success and the notion that the growth over the past 3 years has come as a result of brand marketing.

In this Best of 2022 episode, Benji interviews Mario Paganini, Head of Marketing at STORD.

When it comes to marketing our B2B product/service we desire to position ourselves as the cure to our customers problems. However, often we come off more as a vitamin or a pain killer rather than a true solution. In this enlightening discussion Mario walks us through how to separate from our competition and shows the work in action on their brand new website.


See the STORD website, click here.

What if we told you audacious generosity and unreasonable hospitality should be at the heart of your marketing strategy?

In this episode, we’re breaking down unique ways to surprise and delight your ideal clients. From billboards in Times Square to dinner with Lindsey Stirling playing violin, this conversation is packed with stories and ideas to give you a new marketing perspective. 

Connect with us: 

Benji: https://www.linkedin.com/in/benji-block/

James: https://www.linkedin.com/in/jamescarbary/

Brent: https://www.linkedin.com/in/brent-barkey-26406a99/

Link to Post discussed in this episode:
https://www.linkedin.com/posts/kieranlenahan_hey-beehiiv-weve-booked-a-billboard-in-activity-7183908315893014529-H0TD?utm_source=share&utm_medium=member_desktop

For the past several years talk about content and its importance is EVERYWHERE. In this episode, James, Dan, and Benji break down the three content marketing motions and how you can use them to bolster your marketing efforts.

Discussed in this episode:

• The pros & cons of the three motions
• How to start a media brand from scratch
• The value of launching a media brand in this economic climate

Welcome to The Echo Chamber where James, Dan, and Benji throw in their 2 cents on what B2B marketers are talking about on the internet. Today the guys discuss Chris Walker's "war against SEO/SEM". Is this the beginning of the end for google search?

In this Best of 2022 episode, Benji talks to Gaetano DiNardi, the VP of Growth at Aura.

Discussed in this episode:

The 5 distinct Marketing units for optimal business performance

Demand capture vs. demand creator

How to better measure your marketing efforts