Grown On – Details, episodes & analysis

Great marketing does not start with a brief. It starts with someone willing to look a little silly.

Ariel Rubin is Head of Content at Air, the creative ops platform quietly becoming one of the most talked-about brands in B2B. Before Air, he was generating 96 million impressions on Twitter for a midwest gas station chain called Kum & Go. Not a typo.

In this episode, Ari breaks down what actually makes brand marketing work in 2026. Not the playbook version. The real version, where the CEO calls you from Mumbai with a Super Bowl idea eight days before kickoff, you get Phil Collins' rights cleared six hours before launch, and the whole thing gets 11 million views anyway.

In this episode:

• Why a big budget is just a creative excuse and the best work always comes from constraints
• The Kum & Go era: how a midwest gas station became a viral brand on Twitter
• The Webby-winning Rizzler campaign: why the stupidest idea is sometimes the smartest
• The India Super Bowl story: eight-day turnaround, one Bollywood icon, Phil Collins' rights cleared at the last hour.
• Why brand is the only real moat in a world where AI can replicate everything else
• How to earn views instead of buying them and why that difference matters
• Why low-fi iPhone content and $100K productions can perform exactly the same
• What actually makes creative people do their best work: trust, not budget

SKIP TO:

00:00 – Hook and Ari introduction

01:32 – The Twitter years and what chronically online actually taught him

03:20 – Kum & Go: 96 million impressions for a gas station chain

05:29 – Landing at Air and why tone alignment beats job title

07:24 – Brand as a moat and Air's creative marketing bet

09:52 – The Rizzler campaign: why the most absurd idea Webby won

15:53 – The India Super Bowl story: eight days, one Bollywood icon, Phil Collins cleared six hours before launch

19:04 – Why AI cannot replace genuinely stupid creative ideas

20:48 – The budget excuse and why constraints produce better work

23:06 – Why brand has never mattered more than it does in 2026

25:26 – Outro

Connect with Ariel: https://www.linkedin.com/in/arieljrubin/

Hosted by Caitlin Bigelow, CMO at Blazel. The Grown On Podcast steals the playbooks of the sharpest organic builders so you can apply them to your own growth.

Most B2B content is corporate theater. Renée Shaw blew it up with a glitter bomb.

Renée Shaw is the head of Brand and Social at tl;dv, an AI meeting assistant, and arguably the funniest person posting on LinkedIn right now. With 8.5 to 9 million impressions last year and a quarterly KPI that once included getting a cease-and-desist letter, her approach to content is the direct opposite of what most marketing teams do.

She schedules posts at 4am so she can turn her phone off before they go live. She once went to an actual airport to film a bit before realizing she could have just faked the B-roll. And her organic LinkedIn presence is generating the equivalent of €40,000 a month in paid ad value, with no media budget, no editor, and no formal strategy.

In this episode:

• Why mental illness is Renée's actual content strategy and what that means in practice
• The chaos scheduling method: draft it, do not fix it, let it rip
• How to build humor into B2B content when you are not a naturally funny person
• Cunningham's Law: why intentional mistakes drive some of the highest engagement on LinkedIn
• The psychology of different LinkedIn audiences and how engineers, marketers, and salespeople engage completely differently
• Why low-fi unpolished video consistently outperforms high-production content in B2B
• The Sam Altman saga: how pretending to know the OpenAI CEO got Renée contacted by actual OpenAI
• Why creativity is a nervous system state, not a personality trait

SKIP TO:

00:00 – Hook and Renée introduction
01:38 – Idea generation: chaos, real life, and no strategy
03:52 – What works, what flops, and trusting instincts
06:10 – Career journey and landing the role
09:30 – Confidence and unlocking creativity
10:18 – LinkedIn impact and content ROI
12:18 – Using humor to integrate the brand
14:24 – Content strategy and engagement tactics
18:03 – Audience psychology and going viral
25:18 – Creativity, video content, and low-effort wins
32:26 – Why humor works and real-world outcomes
36:35 – Outro

Connect with Renée: https://www.linkedin.com/in/reneeeshaw/

Hosted by Caitlin Bigelow, CMO at Blazel. The Grown On Podcast steals the playbooks of the sharpest organic builders in tech so you can apply them to your own growth.

In this episode of Grown On, Caitlin Bigelow sits down with Peter Walker, the Head of Insights at Carta. Peter has built a formidable content engine that generated a staggering 28 million organic impressions on LinkedIn last year alone an organic reach equivalent to over $840,000 in paid media spend.

But the true value of Peter's strategy goes beyond just eyeballs. By leveraging Carta’s proprietary data on 60,000+ startups, he has created a "privileged data set" that founders, VCs, and board members use as a source of truth for fundraising and compensation benchmarks.

Caitlin and Peter break down the exact playbook for turning spreadsheets into viral narratives and why your marketing team should stop building 30-page PDFs that nobody reads.

Key Takeaways:

• The ROI of Organic Reach: Why Peter’s LinkedIn activity is effectively worth $2M–$4M annually when factoring in engagement and trust.

• "Atoms to Reports": The secret to using LinkedIn as a signal, posting small "atoms" of data first and only building long reports once they prove successful.

• Efficiency Systems: How Peter reduced his chart-creation time from over an hour to just 10 minutes through high-volume reps.

• The PR Shortcut: How to become a primary source for industry reporters by offering data as evidence for their stories.

• The Personal Brand Advantage: Why having an in-house "evangelist" who isn't the founder can be a massive growth lever.

Connect with Us:

Caitlin Bigelow: https://www.linkedin.com/in/caitlinbigelow/

Peter Walker: https://www.linkedin.com/in/peterjameswalker/

Blazel: https://blazel.com/

Bad storytelling is killing startups. And most founders don't realize it's happening to them.

In this episode, Olivia O'Sullivan, General Partner at Forum Ventures, breaks down why the ability to tell a compelling story is the single most underestimated skill a founder can have. Not just for pitching investors. For hiring talent away from Google. For converting your first customers. For building a company people actually want to be part of.

Olivia took Forum Ventures from zero inbound deal flow to over 6,000 founder pitch submissions per year. Not through ads, not through a PR agency. Through a disciplined LinkedIn content strategy built entirely on one principle: stop posting for yourself and start posting for your audience.

In this episode:

• Why bad storytelling costs founders capital, talent, and customers

• How to make top talent leave Google to join your startup

• From zero to 6,000 inbound pitches, The LinkedIn strategy behind it

• The 2-week challenge that built Olivia's posting habit

• Why most thought leadership is just product placement in disguise

• The audience-first framework Olivia gives Forum's 500+ portfolio founders

• Why a post with 14 likes can outperform one with 14,000 impressions

• How to get in front of VCs when you have zero warm intros

If you are building a company and nobody knows your name yet — this episode is your playbook.

SKIP TO:

00:00  Hook: why bad storytelling kills startups

00:38  Welcome to the Grown On Podcast

01:38  From creative writing major to VC General Partner

03:44  What Olivia actually means by bad storytelling kills startups

05:35  How to make top talent leave Google for your startup

07:44  Why Forum Ventures made LinkedIn a firm-wide strategy

08:17  From zero inbound to 6,000 pitch submissions per year

12:27  The 2-week challenge that changed Olivia's LinkedIn trajectory

15:35  The real reason Olivia's engagement numbers are unusually high

19:40  Why fake thought leadership is costing you your audience

24:44  Vanity metrics vs. actual business results on LinkedIn

27:31  The LinkedIn playbook Olivia gives Forum's 500+ portfolio founders

34:35  Warm intros vs. cold outreach: getting in front of VCs without connections

38:09  Build your audience before you need your audience

38:43  Olivia's favorite LinkedIn accounts to follow right now

Connect with Olivia: https://www.linkedin.com/in/oosuli/

Hosted by Caitlin Bigelow, CMO at Blazel. The Grown On Podcast steals the playbooks of the sharpest organic builders in tech so you can apply them to your own growth.

In this episode of Grown On, Caitlin Bigelow sits down with Josh Lowman, owner of a San Francisco marketing agency, to break down how LinkedIn can become a predictable inbound channel, specially when your real buyers (VPs, C-suite) rarely “like” or comment, but are absolutely watching.

Josh shares the practical mechanics behind lead magnets (what they are, why they matter, and how they help you build an audience you control), plus the deeper layer most people miss: positioning, and showing up with the right voice/energy so your posts don’t read like forced marketing.

What you’ll learn:

• Why exec audiences buy quietly and how to design content for “silent” interest

• How lead magnets turn reach into a real list + inbound pipeline

• The “don’t sound like you’re trying” problem (and what to do instead)

• What good founder-brand content actually looks like in practiceProof it can work: metrics and outcomes that signal demand, not vanity

About Our Guest:

Josh Lowman is the owner of Gold Front, a premier marketing agency in San Francisco. With over 40,000+ followers, he is a leading voice for founders and marketers looking to build trust and grow audiences through high-value content.

Connect with Josh : https://www.linkedin.com/in/joshlowman/⁠

Connect with Caitlin: https://www.linkedin.com/in/caitlinbigelow/⁠

In this episode, Joseph Lee shares how he built one of the fastest-growing SaaS companies in a market where everyone keeps saying SaaS is dead.

From scrappy early-stage tactics to building a product-led growth engine, this conversation breaks down what actually works in modern B2B marketing and software growth.

Host Caitlin O. Bigelow and Joseph dive into the playbooks Superdemo used to reach 200,000+ users with a lean team. Including manually creating demos for dream customers, using programmatic SEO, building free tools with zero signup friction, and turning YouTube into a major acquisition channel.

They also talk about why founder brand has become one of the biggest competitive advantages in the AI era, why storytelling matters more than features, and how companies can build durable moats when software itself is becoming easier to replicate every week.

If you're trying to figure out how to grow a SaaS company today, build a personal brand on LinkedIn, create content that converts, or understand the future of distribution and brand marketing, this episode is packed with practical insights and real-world lessons.

Whether you're a founder, marketer, creator, or operator, this episode will change the way you think about growth, content, and building a defensible business in 2026.

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WHAT YOU WILL LEARN

• Joseph’s early-stage growth tactics that helped Superdemo land its first users

  
  

• Why founder-led content and personal brand are becoming essential for SaaS growth

  
  

• How Superdemo uses YouTube and free tools as a product-led acquisition engine

  
  

• Why brand, distribution, and change management are the new moats in software

  
  

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TIMESTAMPS

[00:00] — Why vulnerability and honesty create the strongest engagement

[00:46] — Joseph Lee’s background and building Superdemo

[02:06] — The scrappy customer acquisition tactics that worked early on

[05:58] — Programmatic SEO and experiential product marketing

[08:06] — Is SEO dead in the AI era?

[09:18] — The strategy behind Superdemo’s free tools and zero-friction onboarding

[12:15] — Product-led growth vs sales-led growth

[14:08] — Building a founder-led YouTube strategy

[17:05] — Why sharing failures builds stronger audience connection

[18:25] — LinkedIn, founder brand, and category ownership

[20:13] — What makes SaaS companies defensible in 2026

[23:36] — AI, shipping culture, and maintaining product quality

[26:02] — Joseph’s advice for getting your first 100 YouTube subscribers

[27:12] — Why Superdemo’s YouTube audience converts so well

[28:23] — Is SaaS actually dead?

[30:01] — Why brand is the strongest moat in modern software

[31:31] — Wrap-up and where to connect with Joseph Lee

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LINKS AND RESOURCES

Joseph Lee on LinkedIn:

https://www.linkedin.com/in/jhylee/

Caitlin Bigelow on LinkedIn:

https://www.linkedin.com/in/caitlinbigelow/

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ABOUT GROWN ON PODCAST

Subscribe to Grown On for conversations with founders, marketers, and operators building modern distribution engines and scalable brands.

Blazel helps founders and executives grow their audience and drive pipeline on LinkedIn, pairing content strategy with AI collaboration so your voice stays authentic.

Learn more: https://blazel.com/

What does it actually take to build a brand that people trust and follow today? In this episode, Dave Gerhardt shares his journey from working inside high growth companies to building Exit Five, a community-first business for modern marketers.

The conversation explores entrepreneurship, content, and the shift happening in B2B marketing and SaaS marketing right now. We talk about the discipline required to show up consistently as a creator, why most companies struggle with workplace culture around content, and how LinkedIn growth can become a real engine for lead generation.

Dave also breaks down how to think about demand generation, marketing strategy, and brand marketing in a way that compounds over time. This episode is especially useful if you are trying to figure out how to stay relevant on social media, how to approach LinkedIn marketing, or how to get clients on LinkedIn without relying on shortcuts.

If you are a founder, marketer, or creator navigating digital marketing, this is a grounded and practical conversation on what actually works.

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WHAT YOU WILL LEARN

- Dave's 3-step framework for building a distribution engine that actually drives revenue

- Why your community is your best content strategist (and how to make it systematic)

- The real value of a personal brand on LinkedIn and why "vanity metric" is the wrong frame

- Why most companies fail at employee advocacy (and what to do instead)

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TIMESTAMPS

00:00 – From corporate to creator: Dave’s journey into entrepreneurship
01:23 – Why he started Exit Five instead of a newsletter
03:11 – The reality of “building in public”
05:38 – Content, consistency & staying relevant on social media
06:29 – Creative marketing ideas without big budgets
08:27 – How Exit Five builds its content engine
12:12 – What “community” actually means in B2B
15:03 – Build vs buy distribution (and what companies get wrong)
18:18 – LinkedIn growth & the power of personal brand
21:10 – Founder-led brands: strength or limitation?
22:32 – Why most teams fail at LinkedIn marketing
24:45 – The problem with AI-generated content
24:51 – 3 rules to build a strong marketing strategy
26:53 – Using content as a feedback loop for demand generation

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LINKS AND RESOURCES

Dave Gerhart on LinkedIn: https://www.linkedin.com/in/davegerhardt/

Caitlin Bigelow on LinkedIn - https://www.linkedin.com/in/caitlinbigelow/

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ABOUT GROWN ON PODCAST

Subscribe to Grown On for more no-fluff conversations with the founders and operators who are actually building distribution that converts.

Blazel helps founders and executives grow their audience and drive pipeline on LinkedIn, pairing content strategy with AI collaboration so your voice stays authentic.

Learn more: https://blazel.com/

If your content marketing strategy still depends on clicks, organic traffic, and SEO rankings, this episode will change how you think about all three.

Amanda Natividad coined the term "zero click marketing" in 2022, built one of B2B marketing's most-read newsletters (60K subscribers, 40% open rate), earned a LinkedIn Top Voice badge, and is now Chief Evangelist at SparkToro, Rand Fishkin's audience research platform.

Her content marketing strategy is built around one idea: create value where your audience already is, without asking them to click anywhere.

59% of Google searches end without a click. AI summaries cite sources just 1% of the time. LinkedIn rewards in-platform behavior and does not reward links (yes, that means it penalizes them). Your website is no longer where your brand reputation is built.

In this episode we cover what is actually happening to organic reach, why the GEO and AEO obsession is mostly noise right now, how to find and use your authentic voice in content, and what a zero click content marketing strategy looks like in practice for B2B brands and solopreneurs in 2026.

Watch this if you are a founder, marketer, or content creator trying to build brand, trust, and pipeline without being dependent on Google.

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WHAT YOU WILL LEARN

- What zero click marketing is and why Amanda Natividad coined the term in 2022 before anyone else saw it coming

- Why 59% of Google searches end without a click and what that means for your content marketing strategy right now

- How the LinkedIn algorithm actually works and why it penalizes links even when LinkedIn says it does not.

- The difference between GEO, AEO, and SEO and which one B2B marketers should actually prioritize in 2026

- How to find your authentic voice and inject personality into content without looking unprofessional

- What leading and lagging indicators look like for a zero click content marketing strategy

- How SparkToro uses LinkedIn as their number one growth channel with a team of just three to four people

- The exact framework Amanda Natividad uses to build brand, trust, and demand without relying on website traffic.

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LINKS AND RESOURCES

Amanda Natividad on LinkedIn: https://www.linkedin.com/in/amandanat/

Caitlin Bigelow on LinkedIn - https://www.linkedin.com/in/caitlinbigelow/

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ABOUT GROWN ON PODCAST

Hosted by Caitlin Bigelow, Grown On strips away the corporate polish to reveal how the sharpest leaders build brands and businesses in public.

Subscribe so you never miss an episode.

Blazel helps founders and executives grow their audience and drive pipeline on LinkedIn, pairing content strategy with AI collaboration so your voice stays authentic.

Learn more: https://blazel.com/