Explore every episode of the podcast B2B Marketing Weekly

B2B buyers aren’t procurement robots. They scroll Instagram, follow creators, get pulled into trends, and spend plenty of time online just like everyone else. So why does so much B2B content still feel like it was made for a committee instead of a person?

In the first episode of B2B Weekly, Chris Cunningham and Will McTighe break down the signals shaping where B2B marketing is headed. They unpack the mysterious Kumar account that gained more than a million followers in under a week, why brands should consider building recognizable characters of their own, and how Vanta turned an unglamorous compliance problem into a live, watchable series for exactly the right audience.

Then they get into why livestreaming may be B2B’s next big format, how to tell a useful trend from a lazy brand trap, and what Chris learned at Cannes Lions about creating experiences people will still talk about after the event ends. Throughout, they make the case that reach alone isn’t the goal—the best B2B content earns attention by feeling human, specific, and impossible to confuse with everyone else.

If your content strategy still depends on polished interviews, copied trends, or one-off events with no amplification plan, this episode will show you what to do differently.

B2B Marketing Weekly is where Chris Cunningham and Will McTighe break down what B2B marketers can learn from the creators, consumer brands, trends, and content taking over the internet.

With more than 2 billion social views generated at ClickUp, an audience of 400,000+ built on LinkedIn, and 600+ B2B founders helped along the way, Chris and Will have spent years proving that the best B2B marketing ideas don’t always come from B2B.

Every week, they’ll break down what’s working, what’s worth stealing, and which trends B2B brands are better off leaving alone.

Follow B2B Marketing Weekly on Apple Podcasts and Spotify, and subscribe on YouTube so you don’t miss an episode.