B2B Marketing Weekly
Before creator marketing became the thing every B2B brand wanted to talk about, Chris Cunningham was already doing it.
As one of the original four behind ClickUp, Chris helped build one of the fastest-growing project management companies in the world by looking outside of B2B for inspiration. Influencers, creators, viral social content, consumer marketing tactics. That approach has helped ClickUp generate more than 2 billion views across social.
Will McTighe knows a thing or two about earning attention, too. He’s built a LinkedIn audience of more than 400,000 and helped 600+ B2B founders become influential voices in their industries.
Now they’re getting together every week to talk about where B2B marketing goes next.
B2B Marketing Weekly breaks down the trends, creators, platforms, campaigns, and ideas getting attention right now, with one question in mind: what should B2B marketers actually do with this?
Because copying every viral trend is a terrible strategy. Ignoring what’s happening outside the B2B bubble might be even worse.
Chris and Will separate the opportunities from the traps and show how B2B brands can borrow from consumer and creator playbooks without becoming the brand trying way too hard to be cool on the internet.
New episodes every week.
Episodes
8 episodes
B2B Broadway Theatre, Butthole Logos and Viral Tweeting
Ramp made a Broadway musical about paying bills. Meta’s Alexandr Wang is posting about AI logos that look like buttholes. And somewhere in the middle of all this, B2B marketers are supposed to figure out what actually gets attention and
Jev: The AI Launch That Broke the Internet
Jev’s AI launch got more than 30 million views on X. But the post was only the beginning. Developers started building demos with the model, people joined the waitlist, and TypeSafe gave that early interest a place to grow through its community....
Meta Muse Took Over the Internet. Did It Work?
Meta Muse bought the feed for a day.Suddenly, every AI creator you follow was posting about it. The takeover was impossible to miss, and it got people talking. Then 48 hours passed… and the internet had already moved on.So did M...
Ramp/Kumar, the MegaChurch of Tech and the end of AI slop
LinkedIn has officially added an “AI slop” button, Ramp was behind Kumar the whole time, and Chris accidentally became the main character on SF Twitter because his apartment has no bed.This week, Chris Cunningham and Will McTighe get in...
Open AI got cancelled & Claude lost 15k on lemonade
OpenAI spent big on an influencer trip—and got absolutely dragged for it. Chris and Will break down why the campaign backfired, how brands can avoid choosing the wrong creators, and why an influencer’s audience and associations matter just as m...
The CEO Product Demo Is the New Press Release
What happens when the CEO stops announcing the product—and starts demonstrating it?In Episode 2 of B2B Marketing Weekly, Chris Cunningham and Will McTighe break down three shifts changing how B2B brands earn attention: why influ...