Your Best B2B Content Isn’t One That Goes Viral

Millennials have the trust and credibility but can't generate demand while Gen Zs have the audience but can't generate revenue from it. . And right now, neither of them knows how to bridge that gap.In this episode, Jake and Ding sit down with Jonny Rose, founder of The Story Club and video coach to 86 B2B founders across the UK and Europe, to talk about why millennials and Gen Zs are stuck on opposite sides of the attention-to-revenue problem, why the US is years ahead of the UK in B2B content, and how the right video strategy can make your sales process a whole lot smoother.They also get into: The UK's "no pitching" cultureWhy the most unsexy videos are often the most effectiveThe trust recession and why AI content is making it worseIn-house creators vs agenciesAI's impact on agenciesWhether 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!#b2bmarketing #b2bcontent #videomarketing #founderledcontent #contentmarketing #contentcreation #b2bpodcast--Timestamps:0:00 - Intro1:38 - UK vs US video marketing3:37 - Why people keep putting video off5:26 - Time is a bigger barrier than money7:43 - Why inbound beats cold outreach9:37 - How long before you see results?10:11 - Using video as a sales tool11:46 - Content that arms your sales team12:41 - What kinds of videos are a waste?13:38 - The $100K launch video is dead16:27 - The worst type of video out there18:17 - UK vs US — the sales friend zone22:41 - The generational content gap25:00 - Attention without a clear offer26:38 - Having a leaky funnel28:26 - You need something to actually sell34:09 - Hiring an in-house creator37:48 - Why video matters for your business39:00 - Stop chasing virality42:08 - Sell the problem before the solution45:19 - Make B2B boring again51:05 - Agencies vs awards vs actual results56:09 - AI is changing the agency game1:09:38 - People will always come back to people1:11:24 - Why video case studies > written ones1:13:27 - Getting video testimonials that land1:14:08 - Word of the week — Tall Poppy Syndrome