Episodios

  • Celebrating 150 Episodes: B2B Marketing Lessons on the Making of Remarkable

    Celebrating 150 Episodes: B2B Marketing Lessons on the Making of Remarkable
    Jul 3 2025

    What does it take to make a B2B show that lasts 150 episodes—and gets better with age?

    In this special milestone episode, co-hosts Ian Faison, CEO of Caspian Studios, and Meredith Gooderham, Head of Production at Caspian, reflect on the lessons, mistakes, surprises, and joys of building Remarkable over the last few years. From behind-the-scenes pivots to favorite creative risks, this candid conversation offers a meta-view into what makes B2B content stand out—and what happens when you treat your show like the most important product your marketing team will ever build.

    Whether you’re a longtime listener or just tuning in, this episode is packed with real talk, marketing takeaways, and a few inside stories about what it takes to create content that connects.

    What We’ve Learned From Creating 149 Episodes:

    • Original ideas are harder—but worth it. Great content almost always starts with one person pushing an idea through resistance. From Murder in HR to documentary-style storytelling, the best creative work came from taking risks and backing a vision—despite obstacles or skepticism.
    • Passion beats polish. The most compelling episodes are when guests bring personal enthusiasm for a topic—whether it’s fishing, Formula 1, or reality TV. That energy translates into richer insights, better marketing takeaways, and more authentic conversations.
    • B2B content doesn’t have to look like B2B. Audiences crave genres they already love—like comedy, true crime, or documentary. When B2B brands stop copying each other and start tapping into broader content formats, they unlock massive creative potential.

    Quotes

    “ I would do this show if nobody listened because it's so valuable for me to talk to other brilliant marketing people about what inspires them, because it inspires so much of my own creativity.”

    “ It takes conviction to be able to sell a big idea, and big swings make big hits. And that happens over and over and over again.”

    “ Playing it safe is not safe.”

    “ It's so cool to find out what people are excited about outside of work, but also to combine that with their expertise and see what lessons they can draw from it. And how they're using their personal life in their professional life and vice versa has been super cool.”

    Time Stamps

    [01:10] Reflecting on 149 Episodes

    [02:44] Lessons From Creating Great Content

    [08:29] Partnering for Success

    [10:55] Taking Risks in Marketing

    [14:53] Takeaways from 149 Episodes

    [35:57] Mistakes and Lessons Learned

    [46:30] Guest Booking Insights

    [48:24] Final Thoughts and Takeaways

    Links

    Connect with Ian on LinkedIn

    Connect with Meredith on LinkedIn

    About Remarkable!

    Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

    In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

    Create something remarkable. Rise above the noise.
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    51 m
  • Buena Vista Social Club: B2B Marketing Lessons on the Importance of Live Experiences with Chief Marketing Officer at Blackbird.AI, Dan Lowden

    Buena Vista Social Club: B2B Marketing Lessons on the Importance of Live Experiences with Chief Marketing Officer at Blackbird.AI, Dan Lowden
    Jun 26 2025
    Some performances fade. Others stay with you for decades.Buena Vista Social Club is one of them. It isn’t just a musical—it’s a masterclass in resonance, memory, and experience.In this episode, we’re pulling B2B marketing lessons from that spirit of storytelling with the help of Dan Lowden, Chief Marketing Officer at Blackbird.AI.Together, we explore why content should come first, how honesty builds brand resilience, and what it takes to create live experiences your audience will talk about for years.About our guest, Dan LowdenDan is the CMO at Blackbird.AI and leads the company’s strategic marketing efforts, including demand generation and brand leadership. He has over 20 years of strategic experience at the executive level. He has served as CMO at cybersecurity firm HUMAN Security (acquired by Goldman Sachs), named one of the TIME100 Most Influential Companies of 2023. Lowden also served as the CMO at Digital Shadows (acquired by Reliaquest) and, before that, CMO at Invincea (acquired by Sophos) and VP of Marketing at vArmour (acquired by Night Dragon). He has held marketing leadership positions at Wayport (acquired by AT&T), IBM ThinkPad (acquired by Lenovo), NEC Technologies, and Sharp Electronics. Lowden holds an MBA in International Business from Rutgers Graduate School of Management and a Bachelor of Science from Rider University.What B2B Companies Can Learn From Buena Vista Social Club:Content is the foundation—not an afterthought. Even in cybersecurity, content is king. Dan says, “My first hire was a content person. You can have the best ABM strategy or tools, but if you don’t have really valuable content, you’re not going to get anywhere.” His advice? Lead with education, not asks. Thoughtful reports, relevant use cases, and engaging narratives will earn your audience’s attention—and their trust.Honesty builds brand resilience. When it comes to trust, marketing can’t cut corners. Especially in high-stakes industries like cybersecurity. Dan says, “There’s been a lot of overstatement of things by marketers and salespeople. That’s when marketing takes a ding.” Instead, he urges CMOs to stay grounded: deliver real value, communicate with clarity, and show your audience you’re in it for the long haul.Live experiences create a lasting impact. If you want your brand to be unforgettable, you need to create moments that move people. “People still come up to us today and say that band and that experience 10-plus years ago—they remember. There’s not been anything like that,” Dan says, reflecting on a live concert his team produced. Whether it’s a concert, a rooftop dinner, or a one-of-a-kind conference, remarkable experiences turn into word-of-mouth—and brand love that lingers.Quotes*“To me, in marketing—B2B or B2C—it’s about creating a relationship, trust, even friendship, a community with your audience.”*"If you treat your customers well, if you serve them well, if you’re honest with them… then you have a chance of being very successful as a company.”*“Music is really, really important, really powerful… as a marketer, especially in cybersecurity where there’s 5,000 cybersecurity companies, you have to do something different. You have to stand out.”Time Stamps[00:55] Meet Dan Lowden, CMO at Blackbird.AI[03:42] The Magic of Live Theater[06:21] The Role of a CMO in Cybersecurity[10:23] Understanding Narrative Attacks[14:29] The Evolution of Narrative Intelligence[22:36] The Story Behind Buena Vista Social Club[28:31] The Power of Live Music in Marketing[30:33] Creating Remarkable Experiences[39:21] The Importance of Content in Marketing[45:05] Final Thoughts and TakeawaysLinksConnect with Dan on LinkedInLearn more about Blackbird.AIAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
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    47 m
  • Ordinary People: B2B Marketing Lessons on Leaving a Mark with Chief Marketing Officer at Voices, Ruth Zive

    Ordinary People: B2B Marketing Lessons on Leaving a Mark with Chief Marketing Officer at Voices, Ruth Zive
    Jun 24 2025
    Some stories don’t need to be loud to leave a mark. Ordinary People is one of those films—a quiet, deeply human story that lingers long after the credits roll. It’s not flashy, but it’s unforgettable.In this episode, we’re pulling marketing lessons from Robert Redford’s directorial debut with the help of our special guest Ruth Zive, CMO of Voices.Together, they explore what B2B marketers can learn from telling emotionally resonant stories, leading with creative conviction, and knowing when to step out of the spotlight to let the work speak for itself.About our guest, Ruth ZiveRuth Zive is the Chief Marketing Officer at Voices. Ruth is a skilled and metrics-driven marketing strategist who believes in evidence-based revenue growth through the coordination and alignment of marketing and sales processes. She has worked for two decades serving B2B clients in the technology, financial services, and nonprofit industries.What B2B Companies Can Learn From Ordinary People:Conviction is part of the job. Strong marketing doesn’t come from consensus—it comes from clarity. Ruth says, “Marketing can sometimes devolve into a bit of a crowdsourced exercise. Everybody wants to edit your content or weigh in on the messaging… but we are the experts in marketing and we should make decisions accordingly.” Have conviction in your vision—and own the creative calls that matter.Tell the story of your customer’s pain, not just the product. Emotional resonance starts with understanding your buyer’s struggle. Ruth says, “The most resonant stories as a B2B marketer are the ones that start with the pain of the person that you're trying to touch. Ultimately, what you're doing is showcasing how you're going to get the prospect to the other side of that pain.” Lead with empathy, not just features.Stretch your team—and your story. Growth comes from pushing beyond the expected. Ruth says, “You never want your marketing to be a rinse and repeat proposition. You always want it to be a little bit provocative and unexpected.” Like casting Mary Tyler Moore in a dramatic role, bold choices unlock surprising results—creatively and commercially.Quotes*“Know your superpower. I talk about this a lot with my marketing colleagues. Robert Redford was the George Clooney of the day. He had very successful movies, he was a fantastic actor, but he was also a heartthrob. And that might have been a distraction in this story. I think that Robert Redford probably had some good self-awareness in that regard, and some of it might have been that he wanted to test his other skills and stretch into new domains for sure, but it might have been a distraction for him to have been the guy on the screen.”*“You don't need the biggest budget to have the biggest impact. [Robert Redford]  didn't have to hire the biggest star, and yet, look at how the movie performed.”*“I think at the end of the day, the folks behind the brand, even in B2B marketing, creating the assets, writing the story, they are humans, and the folks that we are selling to are ultimately humans. And it is our job as the B2B marketers to make those people on the other side of the transaction feel something. That's what we are trying to do is get them to feel something. And there are a lot of different ways we can do that, but I believe wholeheartedly that it starts with the story. The story speaks to their pain. The story showcases how we are going to make that pain go away. It's a simple formula. But I think that if you lead with features and functions, then you've lost the plot.”Time Stamps[00:55] Meet Voices CMO Ruth Zive[01:30] About 'Ordinary People' the Movie[04:26] What We Learn From Robert Redford's Directorial Debut[08:21] Analyzing Characters and Themes[13:50] Marketing Lessons from the Movie[25:18] Casting Choices and Their Impact[26:51] Marketing Lessons from Unconventional Casting[29:15] Donald Sutherland's Unique Perspective[32:08] Authenticity in Marketing and Storytelling[38:43] The Future of Voice in Branding[44:30] Content Strategy and Vision Videos[47:40] Final Thoughts and TakeawaysLinksConnect with Ruth on LinkedInLearn more about VoicesAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
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    49 m
  • TikTok Creators: B2B Marketing Lessons on Creating Content with Personality with Award-Winning Marketing Leader Rhonda Hughes

    TikTok Creators: B2B Marketing Lessons on Creating Content with Personality with Award-Winning Marketing Leader Rhonda Hughes
    Jun 20 2025

    Polish doesn’t build trust—personality does. And no one understands that better than TikTok creators, who turn raw ideas into magnetic, shareable content every day.

    In this episode, we’re pulling marketing lessons from TikTok’s creative chaos with the help of Rhonda Hughes, award-winning B2B marketing leader.

    Together, they explore what B2B marketers can learn from leading with authenticity, embracing low-fi experimentation, and having the courage to make something truly original.

    About our guest, Rhonda Hughes

    Rhonda Hughes is a storyteller and connector of people and ideas with 18 years of experience helping brands engage their customers and audiences. She believes in creating value, not noise, and she has a knack for inspiring teams to push boundaries with fresh, fun, relevant content, campaigns, and programs.

    Rhonda’s team's work has earned recognition from Mashable, Business Insider, Hubspot, Sprout Social, KISSmetrics, Content Marketing Institute, and snagged her a spot on North Bay's 40 under 40 “Ones to Watch” list, noted among the “Top 50 Women in Content”, and awarded for "Best B2B Campaign on TikTok."

    What B2B Companies Can Learn From TikTok Creators:

    • Fun is a strategy—not a distraction. Brands win when they lean into playfulness—not just performance. “The brands that, to me, the companies that feel like they win are the ones that are really always putting their audience in the center and trying to figure out a way to be useful and be human and be playful,” Rhonda says. This kind of joyful creativity builds connection—and makes your brand memorable.
    • Imperfect content is often the most relatable. Audiences don’t crave polish—they crave authenticity. “The most engaging content isn't the most polished… you can tell that this was just a creative idea and somebody with their camera and they're rallying the folks internally around how they bring the story to life,” Rhonda says. “And that's part of what makes it so relatable and likable.” Let your audience in on the process, not just the finished product.
    • Iterate like a creator. TikTok’s best creators don’t get stuck in strategy mode—they test, tweak, and try again. That mindset is essential for B2B marketers too. “TikTok creators are constantly iterating… they've gotta test formats and hooks and trends and sounds, and they have to move fast and be playful with this,” Rhonda says. The takeaway? Strategy doesn’t mean overthinking. It means being in motion.

    Quotes

    *“You just never know what's gonna work. So you kind of have to be okay with trying and missing and trying again.”

    *“You want to build content that's gonna resonate with your audience and also be something they want to share.”

    *“If you’re not enjoying what you’re making, your audience probably isn’t either.”

    *“It’s not about going viral—it’s about showing up over and over again.”

    Time Stamps

    [00:55] Meet Rhonda Hughes, Award-Winning Marketer

    [03:37] The Power of Authenticity on TikTok

    [06:00] Engaging Content Strategies

    [10:34] Spotlight on Successful TikTok Campaigns

    [16:16] Creative Marketing Examples

    [27:28] The Power of Authenticity in Social Media

    [29:37] The Bravery of Unique Marketing Strategies

    [30:33] TSA's Unexpected Social Media Success

    [32:39] The Importance of Fun and Experimentation in Marketing

    [42:03] Creating Value, Not Noise

    [43:37] The Utility of Content and Audience Engagement

    [50:03] Final Thoughts and Advice for Marketing Leaders

    Links

    Connect with Rhonda on LinkedIn

    About Remarkable!

    Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

    In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

    Create something remarkable. Rise above the noise.
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    53 m
  • Silicon Valley: B2B Marketing Lessons on Humanizing Tech with 4-Time CMO Manish Gupta

    Silicon Valley: B2B Marketing Lessons on Humanizing Tech with 4-Time CMO Manish Gupta
    Jun 17 2025
    What can a satirical HBO series teach you about building a scalable, high-impact B2B marketing engine? A lot—if you ask Manish Gupta.In this episode, 4-Time CMO Manish Gupta joins Caspian CEO Ian Faison to deconstruct the show Silicon Valley and extract lessons on marketing, storytelling, team dynamics, and startup chaos. Together, they explore how to translate complex technology to engage your audience, prioritizing content in your marketing, and including human moments to build brand trust.About our guest, Manish GuptaManish Gupta is a 4x CMO, having led marketing at companies like LaunchDarkly, Sonar and Redis. Manish brings deep experience scaling B2B technology businesses across public and private markets, including acquisitions and strategic transitions.His leadership spans category-defining companies such as Redis, Sonar, Liaison, Oracle, and Apple, where he has successfully driven both product-led and sales-led growth. With domain expertise in software infrastructure, AI, SaaS, cloud, and communications, Manish is known for navigating complex business models and delivering sustainable growth.He has also served as an advisor, board member, and investor in early-stage startups. Manish holds Master’s and Bachelor’s degrees in Engineering from Georgia Tech and an MBA from Santa Clara University.What B2B Companies Can Learn From Silicon Valley:Tech needs a translator. Technology is hard to understand—even for your audience. “Translating really complex technologies into simple-to-deliver messaging is an art form,” Manish says. “Great technology needs a great story, right? The narrative is so important, and how you deliver the narrative and how you package it is key to the success.”Content is the engine. Not the garnish. Manish makes it clear: “The whole marketing engine should be built around content.” That means investing in formats your audience truly wants—like hands-on guides and short-form videos—and making sure every asset is tailored to a specific persona and stage in the journey.Human moments build brand trust. Whether it’s the "Not Hotdog" app or the team playing their bizarre “Always Blue” game, Silicon Valley nails the emotional truth of startup life. That same humanity should be visible in your marketing. Quotes*“ We as marketing leaders have to be very mindful that not everything and everybody in every marketing organization can evolve and move at an exponentially improved pace just because you have the tools. Yes, it has to move on that trajectory, but there has to be a level of reality put into the expectation. Otherwise there's gonna be burnout.”*”I think particularly in the B2B tech space, you've got almost a bifurcation of folks that use the technology but don't have any budget ownership, versus people that have the decision-making authority and the budget ownership but aren't necessarily very close to the technology. And I think marketing has to deal with that two-pronged approach in everything that it does and the channels that get activated. The messaging that has to align with the audience is certainly the content that has to be created, and that can be complicated. Balancing that is a nuanced execution for marketing teams.”*”A CMO should run the entire marketing engine around content. And this is not to invoke the old adage of ‘Content is king,’ but, you know, what are you at the end of the day? Delivering or communicating to your target audience, whether it's an existing customer or a prospect you're trying to win over. It is content and how you package that content, how you position it, what story and narrative is wrapped around the technology to deliver is really, at the end of the day, what matters.”Time Stamps[00:55] Meet Manish Gupta, 4-Time CMO[01:05] Why Silicon Valley?[08:22] What is Silicon Valley?[16:01] B2B Marketing Takeaways from Silicon Valley[24:02] Balancing Predictability and Innovation[28:10] Targeting Practitioners vs. Decision Makers[30:26] Creating How-To Content[33:18] Importance of Content[39:33] Measuring ROI Around a Series of Content[42:13] Advice for CMOs on Content Strategy[43:25] Final Thoughts and TakeawaysLinksConnect with Manish on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
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    45 m
  • Alix Earle: B2B Marketing Lessons on Bringing Joy Back to Content with Director of Content Marketing at A-LIGN, Elizabeth Strickert

    Alix Earle: B2B Marketing Lessons on Bringing Joy Back to Content with Director of Content Marketing at A-LIGN, Elizabeth Strickert
    Jun 12 2025
    Going viral might get you noticed. But consistency is what makes you unforgettable. And no one proves that better than Alix Earle, a TikTok star who turned daily “Get Ready With Me” videos into a personal media empire.In this episode, we’re pulling marketing lessons from Alix’s rise with the help of Elizabeth Strickert, Director of Content Marketing at A-LIGN.Together, we explore what B2B marketers can learn from staying consistent, growing with (not past) your audience, and making content that’s actually fun to create.About our guest, Elizabeth StrickertElizabeth Strickert is Director of Content Marketing at tech-enabled cybersecurity and compliance company A-LIGN. There, Elizabeth is leading content, thought leadership, comms & customer marketing.She has overhauled their SEO program, resulting in top 10 ranking for high-difficulty, high-volume keywords. She also led the creation of an annual benchmark report, reaching 3 million+ impressions. She leverages internal thought leaders for social media, videos, webinars, speaking opps and written content. She previously served as Director of Communications & Content at Ekos and Marketing Communications Manager at Passport.What B2B Companies Can Learn From Alix Earle:Consistency builds credibility. Viral moments come and go, but Alix Earle’s staying power lies in her relentless consistency. No shortcuts, just commitment. It’s a reminder that content success isn’t just about innovation; it’s about endurance. Elizabeth says, “Alix, not only did she get rewarded from doing that, she was on TikTok for a long time before she really got big. But even since making it, she's still posting multiple times a day. She is just there doing it, grinding. All the time.” In B2B, the same rule applies: keep posting, keep showing up.Honor your origin story. Growth doesn’t mean forgetting who got you there. Alix still makes the content that first drew her audience in, while smartly layering in new formats. In B2B, you must evolve, but stay grounded. Elizabeth reminds us, “You gotta remember who got you here. You gotta remember your core customer base. You gotta remember the people who you know are…the ones that pay the bills.” Make sure to have a balance, especially as you scale.Find the fun and show it. Audiences can feel when you’re enjoying what you’re creating. It’s what makes content magnetic. Alix’s success didn’t just come from consistency, it came from joy. She leaned into the formats that were fun for her, and her audience leaned in too. Elizabeth puts it plainly: “When someone is excited about the things they're making, it automatically makes them more interesting. And we just have to lean on that.” In B2B, it’s easy to default to polished, sanitized messaging. But the real key is letting your content creators tap into what actually excites them. If your team thinks it’s boring, your audience will too.Quotes“ We think, B2B, it needs to be polished, it needs to be sanitized. But the story is the interesting part. That's where someone can relate to it. That's where somebody can get hooked in. That's why you care. And I think a lot of times we forget about that.”“We want B2B content to be polished. Sanitized. But the story — that’s the interesting part. That’s what people actually relate to. We forget that too often. The story is why people care.”“ I think it’s good to be a consumer. As a marketer, you're putting content out in the world, you need to consume it. But…you don’t need to be going to a B2B workshop. You can watch TikTok. You can watch people like Alix Earle and other folks and get inspiration from what their doing. You can look at what YouTubers are doing. Everything people are doing is a marketing decisions and there’s things you can take away from that.”“Influencers start off because they thought, ‘Oh, it’d be kind of fun to make a video.’ That’s the initial nugget.  And as marketers who, for a living, have chosen to create content and do marketing. We also need to think, ‘Hey, it'd be a little fun to make a video.’ That’s where the start of it has to come from.”Time Stamps[00:55] Meet Elizabeth Strickert, Director of Content Marketing at A-LIGN[01:03] Why Alix Earle?[01:56] The Role of Director of Content Marketing at A-LIGN[02:29] The Rise of Alix Earl[13:41] Relatability and Authenticity in Influencer Marketing[21:07] The Power of Parasocial Influence[29:02] B2B Marketing Takeaways From Alix Earle[45:59] A-LIGN’s Content Strategy[47:32] Final Thoughts and TakeawaysLinksConnect with Elizabeth on LinkedInLearn more about A-LIGNAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at ...
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    51 m
  • Animal: B2B Marketing Lessons on Thinking Like a Movie Marketer with Producer at H20 Studios, Kevin Carter

    Animal: B2B Marketing Lessons on Thinking Like a Movie Marketer with Producer at H20 Studios, Kevin Carter
    Jun 10 2025
    Scared marketing doesn’t stand out. Bold stories do. And no one knows that better than the team behind Animal, a new documentary that challenges everything you think you know about meat, health, and what drives people to change.In this episode, we’re pulling lessons from the film’s launch with the help of our special guest, Kevin Carter, Producer at H20 Studios.Together, we explore what B2B marketers can steal from the big screen on how to activate communities, take smart creative risks, and stop playing it safe when the goal is to stand out.About our guest, Kevin CarterKevin Carter is an experienced marketing and production executive with a track record of driving significant revenue and audience growth. Currently a Producer at H20 Studios in Los Angeles, he oversees productions, strategically optimizing budgets to achieve substantial savings while delivering high-impact content reaching millions of viewers. Previously, in Global Marketing Strategy at Lionsgate, Kevin spearheaded marketing campaigns for over 117 film and television releases, generating upwards of $100 million in revenue.What B2B Companies Can Learn From Kevin’s documentary, Animal:Build evangelists, not just audiences. A film doesn’t go viral because it’s seen. It goes viral because people can’t stop talking about it. That’s how Kevin sees it. He says, “The best way is when you really create an army of people that just talk about your film without you doing anything.” For B2B marketers, that means stop chasing impressions and start sparking conversations. If your product solves a real problem, give your users the language, the emotion, and the why. They won’t just use it, they’ll share it.Give your team space to strike out. You can’t hit home runs if you’re too scared to swing. Kevin urges leaders to embrace failure in the name of breakthrough: “You have to allow your executives to have three strikeouts before a win… try some crazy things that might cause some virality.” In B2B, too many marketers are stuck playing defense. But virality, innovation, and true brand momentum come from cultures that reward experimentation, not just execution. If you want word of mouth, you have to make room for risk.Challenge the spreadsheet. When executives default to templates, creativity gets sidelined. Kevin puts it bluntly: “Do I use this templated spend calculator… or do I take a chance and try something new to break through all the noise?” Most choose safety and the result is scared content that no one talks about. In B2B, the same trap shows up in recycled campaigns and rinse-repeat strategies. But breakthrough growth doesn’t come from playing it safe. It comes from marketers brave enough to break the mold. Because what limits risk often limits reach.Quotes*“The best way is when you really create an army of people that just talk about your film without you doing anything. Every one person that you market to that loves it and then tells three other people. There’s so much value to that. And then you expand that out to thousands of people, and they’re all sharing with other people. That is the winning formula, really.”*“You finally get that EVP role… you’re just loving life, and then you have two options. Do I use this templated spend calculator that we use on films, that’s probably solid… limits our downside risk? Or do I take a chance and try something new and fresh, and try to break through all the noise out there, but the downside risk is a bit higher? Most of the time, they pick the latter... I think you get stuck in. Just making scared content all the time versus making like the best content.”*“For Animal, there’s been no templated spend at all, we are just doing a totally bespoke campaign. If we do another film after this, it won’t be the same either. You have to look at each project and ask, what are our strengths? What are our weaknesses?... And then lean into your strengths and hopefully that carries you to the promised land.”Time Stamps[00:55] Meet Kevin Carter, Producer at H20 Studios[01:00] Breaking Down Kevin's Documentary, Animal[07:52] Marketing Strategies For Film and TV[14:51] Challenges and Risks in Movie Marketing[21:25] Rethinking Your Target Audience[27:14] Innovative Marketing Techniques For Film and TV[33:40] Creating the Documentary, Animal[35:26] Marketing Animal[40:02 Final Thoughts & TakeawaysLinksConnect with Kevin on LinkedInCheck out AnimalAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, ...
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    42 m