Tailwind Marketing

Healthcare IT doesn't care about your cold emails. Larry Kaiser learned this the hard way. In this episode, Larry and Carlos break down what happens when you build a marketing program in an industry where relationships trump everything. From cutting a website's word count by 60% to turning subject matter experts into content collaborators using AI (but keeping it human), Larry's approach is methodical, grounded, and refreshingly free of traditional marketing tactics. They talk about why lead gen services get politely declined every week, why half his budget goes to events, and how growing a LinkedIn community by 188% in two years translates to real pipeline. If you've ever wondered whether content actually drives revenue or just makes you feel productive, this one's required listening.

What if everything you're doing to "build" a community is driving it away?  Jason Baum's journey into community-building started in unexpected places—before it became a B2B buzzword. In this episode, he and Carlos unpack what most brands get wrong about building a community: it's not a channel, it's not a forum, and it's definitely not a short-term play. From getting people to care, to earning trust before asking for attention, they explore what it really takes to build a space where people feel they belong and want to stay. Because in the end, a community isn't a channel. It's a relationship—and if it's not genuine, it won't stick.