Recipes for Demand: Patrick Cumming on thought Leadership, LinkedIn reality, and measurement

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 (08:31) - Media-network approach: YouTube, podcast, newsletter, carousels (10:36) - Thought leadership that moves pipeline (and when to use TL ads) (14:34) - LinkedIn video reality check: formats, reach & what still works (21:19) - Why most B2B content flops: ego, relevance & actionability (27:22) - Design vs performance: the YouTube thumbnail showdown (31:00) - Brand vs attribution: educating the CEO & setting horizons (38:00) - The “Measurement Trident”: MMM + geo tests + validation (42:00) - Where to find Patrick & follow Client Boost Kitchen