Chris Nelson, Founder of Human Video, chats weekly to global marketing leaders about how, in an age of AI, we can humanize B2B marketing.
Even in the B2B marketing world 'people buy from people' and including real authentic human content in your strategy has never been more important.
Topics discussed include, founder-led branding, thought leadership, social proof, humanizing your brand, marketing to the the 95% and how to get your audience to know, like and trust you.
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Recipes for Demand: Patrick Cumming on thought Leadership, LinkedIn reality, and measurement
Episode 10
Friday, September 26, 2025 • Duration 43:39
Head of Marketing Patrick Cumming (KlientBoost) joins Chris Nelson to unpack how to market a marketing agency and why being your own ICP changes everything.
Patrick lifts the lid on KlientBoost Kitchen, a media-style engine that ships “recipe” playbooks across YouTube, podcasts, newsletters and LinkedIn carousels.
He breaks down thought leadership that links to product, when thought leader ads outperform, and why LinkedIn video needs a new playbook.
Then it gets tactical: fixing content that fails (ego vs relevance), choosing design that performs over pretty, and measuring brand with his “Measurement Trident”, media mix modelling, geo-based lift tests and validation over the right time horizon.
If you care about human-first content that still drives pipeline, this is your blueprint.
(00:00) - Welcome to Human Marketing + Meet Patrick Cumming
(00:53) - From Edinburgh to a US Agency: Role, remit & remote life
(02:51) - What it’s like marketing a marketing company
(05:41) - Inside “KlientBoost Kitchen” Playbooks as recipes
(42:00) - Where to find Patrick & follow Client Boost Kitchen
Michelle J. Raymond on LinkedIn’s Algorithm, AI, and Company Pages that Actually Work
Episode 9
Thursday, September 11, 2025 • Duration 55:14
LinkedIn strategist and author Michelle J. Raymond joins host Chris Nelson to unpack what’s really working on the platform right now.
Michelle shares her path from B2B sales to building a thriving LinkedIn community, why podcasting drives the most loyal clients, and how to repurpose one recording into newsletters, shorts, and search-friendly YouTube content.
We dig into the recent LinkedIn algorithm shift (lower impressions, higher relevance), what video formats are worth your time, and how to use AI for efficiency without losing your voice.
Michelle also lays out a practical playbook for company pages, the “Power of Two” (brand + person), simple page wins that build trust, and why a live, credible page can tip deals your way.
If you care about human-first content, measurable growth, and protecting brand trust in the AI era, this episode is a keeper.
(00:00) - Welcome + Michelle’s Backstory: From B2B Sales to LinkedIn Growth
(02:30) - Building a Niche Community That Sells (Before “Community” Was Cool)
(05:39) - Why She Podcasts (Even Though She Doesn’t Listen) Loyalty & Leads
(10:00) - Turn One Recording Into 20+ Assets: Transcripts, Clips, Newsletters
(14:18) - Beat the “Episode 8” Curse: Solo vs Guests, What Actually Works
Be Positively Lovely: Joe Glover on Community, Live Content, and Using AI Without Losing Trust
Episode 8
Wednesday, August 13, 2025 • Duration 51:57
Joe Glover, founder of The Marketing Meetup, joins Chris Nelson to unpack how a fear of traditional networking became a global community of 250,000 marketers.
Joe shares the story behind TMM’s “be positively lovely” ethos, why in-person events are resurging, and how webinars and podcasts extend education and reach.
We dive into practical live-stream tactics (chat culture, global audience, repurposing), the shift to a podcast-first thread for higher-quality social clips, and where AI helps (translation, smart inserts) versus hurts (avatars and fake podcasts that damage trust).
If you care about building community, humanising your brand, and using AI thoughtfully, this conversation is a playbook for modern B2B marketers.
(00:00) - Welcome + why Belfast needs a Marketing Meetup
(03:37) - The origin story: fear, safe spaces, and “be positively lovely”
(05:49) - Side project to full-time; the COVID pivot to webinars
Andy Hill on Building Brands, Beating AI Slop, and Humanising Content
Episode 7
Friday, August 1, 2025 • Duration 51:38
What does it take to win on LinkedIn in 2025? Andy Hill, Managing Director of Dokoo Digital, joins Chris Nelson to reveal how personal branding, company pages, and thought leader ads are reshaping B2B marketing.
From building a digital agency in a recession to navigating algorithm changes, AI-generated slop, and the rise of authentic content, Andy shares practical, human-first strategies for creating trust, driving sales, and future-proofing your brand on LinkedIn and beyond.
(00:01) - Meet Andy Hill: The Accidental Start of a Digital Agency
(04:30) - How LinkedIn Built Dokoo Digital and Still Drives 75% of Sales
(07:00) - Why LinkedIn Is Now Everyone’s Job, Not Just Marketing’s
(09:30) - The Double-Edged Sword of Personal Brands Inside Companies
(12:30) - Company Pages: Are They Dead or Just Misunderstood?
(17:00) - How to Humanise a Brand on LinkedIn (and Attract Talent)
(22:30) - Thought Leader Ads vs. Company Pages: What Really Works
Scaling Trust in B2B: Laura Erdem on LinkedIn, Attribution, and Keeping Content Human
Episode 6
Wednesday, July 16, 2025 • Duration 49:06
What happens when sales, marketing, and authenticity collide?
In this episode, Dreamdata’s Laura Erdem joins Chris Nelson to unpack why LinkedIn is crushing Google for B2B, how she built a powerful personal brand without a plan, and why Dreamdata’s podcast is a secret growth machine.
From attribution benchmarks to thought leader ads, and even AI-generated episodes, Laura shares bold insights on building human-first marketing in a noisy, AI-driven world.
(00:01) - Meet Chris Bogue: From Improv Stages to Video Strategy
(03:00) - Accidental LinkedIn Stardom & Video Prospecting Breakthrough
(08:30) - Scaling with Courses: Selling on Video & The Pattern Breaker
(13:05) - Serious People Still Laugh: Entertainment in B2B Content
(19:00) - Inbox vs Feed: Why Your Sales Videos Shouldn’t Be Weird
(22:44) - Is AI Ruining Video? Authenticity vs Perfection in the Feed
(28:30) - Why Human Connection Beats Perfect Production Every Time
How to Make Human Videos in an AI World with Sam Balter from Wistia
Episode 4
Thursday, July 3, 2025 • Duration 52:39
In this episode of Human Marketing, Chris Nelson chats with Sam Balter, Head of Content at Wistia, about how video marketing is evolving and why staying human matters more than ever.
From Sam’s early days at HubSpot and ZoomInfo to leading content at Wistia, this episode covers the rise of remote production, the impact of AI on video workflows, and Wistia’s game-changing AI dubbing feature.
They also unpack key insights from Wistia’s State of Video report, including why short-form engagement is dropping and how to scale trust globally with video.
(00:01) - Sam Balter Joins: From HubSpot to Wistia
(02:30) - Discovering Content by Accident: Sam’s Podcast Breakthrough
(07:00) - Pandemic Pivots: How Remote Work Changed Video Forever
Humanising Deep Tech: Juliana Kelly on Content, Cloudsmith & AI
Episode 3
Wednesday, June 25, 2025 • Duration 41:30
What does it take to humanise a deeply technical B2B product?
In this episode of Human Marketing, Juliana Kelly, VP of Growth Marketing at Cloudsmith and former HubSpot and Recorded Future leader, joins Chris Nelson to break it down.
Juliana shares her journey through demand gen, navigating a pandemic-era pivot, and her strategies for making developer-focused SaaS resonate on a human level.
From building trust with video to leveraging AI without losing soul, this episode is packed with insights for marketers navigating the future of tech, content, and authenticity.
(00:01) - From HubSpot to Cloudsmith: Meet Juliana Kelly
(06:14) - Pandemic Pivots and Adapt 2020
(10:45) - Redefining Demand Gen for a Changing World
(11:57) - Humanising a Deep-Tech SaaS Product
(16:34) - Finding Customer Pain Points Internally
The Art of Being Seen, Trusted and Remembered with Phil Treagus-Evans
Episode 1
Wednesday, June 25, 2025 • Duration 01:01:23
In this episode of Human Marketing, host Chris Nelson sits down with Phil Treagus-Evans, CEO & Co-Founder of Giraffe Social and author of Human First Marketing, to explore how brands can stay trusted and authentic in an world of AI.
They unpack the journey behind Giraffe, why human-first content resonates, and how the EMPATH framework can unlock deeper audience connection.
From navigating AI-generated avatars to building trust through employee-led content, this episode is a practical guide for B2B marketers looking to stand out with real stories and real people.
Perfect for founders, marketers, and creators rethinking what it means to be seen, trusted and remembered in a crowded landscape.
Landing Pages and Social Selling: How Toni Hopponen Builds Trust at Scale
Episode 2
Wednesday, June 25, 2025 • Duration 01:00:37
In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert.
Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows.
From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world.
