Your Best B2B Content Isn’t One That Goes Viral

B2B content has a virality problem. Everyone's chasing the Ramp playbook: Kevin from The Office, big production, huge campaigns built to go viral. And it works... for Ramp. The thing most people miss: your B2B content doesn't need to be "cool." It needs to answer your customers' actual problems. In this episode, Jake and Ding sit down with Jonny Rose, founder of The Story Club. who's coached over 85 B2B founders across the UK and Europe on their video strategy. We get into why the US is years ahead of the UK on B2B content, why millennials and Gen Z are stuck on opposite sides of the attention vs. revenue problem, and how the right video strategy can actually move your sales process forward. They also get into: - The UK's "no pitching" culture - Why the most unsexy videos are often the most effective - The trust recession and why AI content is making it worse - In-house creators vs agencies - AI's impact on agencies Whether you're struggling to get attention or turn it into revenue in a market that's getting noisier by the day, this episode is packed with insights you can take back to your content strategy and sales process. Tune in now! -- Timestamps: 0:00 - Intro 1:38 - UK vs US video marketing 3:37 - Why people keep putting video off 5:26 - Time is a bigger barrier than money 7:43 - Why inbound beats cold outreach 9:37 - How long before you see results? 10:11 - Using video as a sales tool 11:46 - Content that arms your sales team 12:41 - What kinds of videos are a waste? 13:38 - The $100K launch video is dead 16:27 - The worst type of video out there 18:17 - UK vs US — the sales friend zone 22:41 - The generational content gap 25:00 - Attention without a clear offer 26:38 - Having a leaky funnel 28:26 - You need something to actually sell 34:09 - Hiring an in-house creator 37:48 - Why video matters for your business 39:00 - Stop chasing virality 42:08 - Sell the problem before the solution 45:19 - Make B2B boring again 51:05 - Agencies vs awards vs actual results 56:09 - AI is changing the agency game 1:09:38 - People will always come back to people 1:11:24 - Why video case studies is better than written ones 1:13:27 - Getting video testimonials that land 1:14:08 - Word of the week — Tall Poppy Syndrome #b2bmarketing #marketingpodcast #b2bvideomarketing