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PODCAST

Best Story Wins

Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands. Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next

business marketing

All Episodes

40:03

Ep. 68 Laura Wilkinson of Vidyard

Best Story Wins ·

2025/03/20

In today’s world, attention spans are shorter than ever. With this in mind, marketers need to let go of outdated content tactics to embrace the future of B2B content, and some of the best ways to do this is through the smart use of video and leveraging original insights.In our latest episode of Best Story Wins, we sat down with Laura Wilkinson, Director of Brand Marketing at Vidyard, to talk about how video is the not-so-secret weapon for cutting through the noise, and what it means to optimize for

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34:27

Ep. 67 Jenny Thai of Vanta

Best Story Wins ·

2025/03/13

Most B2B content today feels generic: AI-generated fluff, generic SEO blog posts, and bland corporate jargon no one reads. Meanwhile, the brands that stand out—the ones people want to engage with—are playing a different game. So what’s their secret?In this episode, we sit down with Jenny Thai, Head of Content at Vanta, to dig into how to build a winning brand through content. Drawing from her experience in crafting compelling brand narratives, leading content teams, and leveraging expert-driven

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48:23

Ep. 66 Stewart Hillhouse of storyarb

Best Story Wins ·

2025/03/06

The marketers who know how to wield AI as a force multiplier are already outpacing everyone else. Are you evolving fast enough to stay relevant?In this episode, we sit down with Stewart Hillhouse, VP of Content at storyarb, to explore the evolving B2B marketing flywheel—where AI, creativity, and strategy must work together to keep brands growing. Stewart explains why the old approach to content marketing is dying and how today’s marketers need to think and work differently in this new AI-powered

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42:22

Ep. 65 Ross Crooks of Column Five

Best Story Wins ·

2025/02/27

Every brand creates content, but only a few stand out. AI has made it easier for everyone to produce high-quality content, yet most brands get stuck in a cycle where they're creating good enough content but fail to stand out. What does it actually take to break through?In this episode, we interviewed Ross Crooks of Column Five to explain why the past decade's content playbook is dead.Ross shares why brands that aren't differentiated waste their time and resources, and why you should stop churning

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35:17

Ep. 64 Michael Fitzsimmons of Mews

Best Story Wins ·

2025/02/20

It can be easy to lose sight of the need for deep emotional connections in a world where everyone seems obsessed with AI, automation, and bottom-funnel conversions. But being able to connect authentically with your customers is the lifeline of every business. In this episode, we sat down with Michael Fitzsimmons, VP of Growth at Mews, who shared how forward-thinking brands reject generic tactics and double down on storytelling, bold positioning, and strategic risk-taking – all with a mind to never

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46:42

Ep. 63 Matt Hogan of HG Insights

Best Story Wins ·

2025/02/13

The biggest challenge in B2B marketing isn’t so much generating demand, but it’s keeping folks from ghosting you, even long before they enter your pipeline.In this episode, Matt Hogan, VP of Marketing at HG Insights, reveals why B2B buying behavior has radically changed, and how most companies struggle to keep up. He breaks down the rise of shadow buying, the increasing role of CFOs and CIOs in decision-making, and why your brand is being judged before you ever get on a call. We also discuss: Why

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34:54

Ep. 62 Egan Montgomery of Backstroke

Best Story Wins ·

2025/02/06

About 85% of competing software companies are pretty much the same.The winning companies focus on staying in the 15% that represents an opportunity to truly differentiate, which is also what the company’s goals should be tied to.In this episode, Egan Montgomery, Co-founder and VP of Marketing at Backstroke, reveals how his generative AI-powered platform is changing how email marketing works, boosting performance by 30% compared to human-written emails. Egan also shares why “doing things that don’t

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48:34

Ep. 61 Obaid Durrani of Clay

Best Story Wins ·

2025/01/30

Your biggest competitive advantage in B2B isn't your product; it's the story that people tell themselves about your company. Today's winning brands shape the story by balancing giving people the content they want while never resting on their laurels. In this episode, Obaid Durrani, of Clay, shares his vision for what this means and gives examples of how he's pushing boundaries and reimagining what b2b content can and should be, which is helping to drive Clay's rapid growth and recent ascension to

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37:48

Ep. 60 Andrew Gori of Autodesk

Best Story Wins ·

2025/01/23

It’s smart, it’s fun, and it might just change how you think about content. In today’s noisy digital world, Autodesk knows how to stand out: by telling stories that truly matter.In this episode, Andrew Gori takes us behind the scenes of Autodesk’s human-centric content strategy, showing how his team connects with audiences in the construction industry. From his journey as an aspiring journalist to leading bold content strategies at Autodesk, Andrew shares how creativity and strategy come together to

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38:38

Ep. 59 Nate Skinner of Squarespace

Best Story Wins ·

2025/01/16

The more you post, the less your audience cares. With brands trapped in an endless cycle of content production, is the key to standing out doing less?In this episode, Nate Skinner, Head of Brand Creative Strategy at Squarespace, shares his insights on breaking free from the "always-on" trap. He explores how Squarespace integrates bold creativity with meaningful storytelling, why personal branding is changing the B2B industry, and how AI and curated design are paving the way for successful

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39:49

Ep. 58 Kyle Lacy of Jellyfish

Best Story Wins ·

2025/01/09

The biggest mistake B2B marketers make today is prioritizing metrics over creativity. Brands that play it safe and shy away from bold risks are destined to fade into the background. In this episode, we are joined by Kyle Lacy, CMO of Jellyfish, as he shares actionable insights on how to pair creativity with strategic alignment to drive both brand resonance and measurable success. Kyle also explores the pitfalls of ROI-driven brainstorming and why bold bets like “Cards Against Engineering” create

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38:22

Ep. 57 John Onoda of iQ 360, Inc.

Best Story Wins ·

2025/01/02

When the stakes are high, will your brand rise to the challenge—or collapse under the weight of public scrutiny?In today’s episode of Best Story Wins, we’re going global—literally. Our guest, John Onoda of IQ 360, shares how the strongest brands aren’t just built in boardrooms but forged in the heat of crises and opportunities. With a career spanning iconic companies like Levi Strauss and General Motors, John taps into why communication, adaptability, and brand experience are more critical than ever

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23:55

Ep. 56 Drue Stinnett of HubSpot

Best Story Wins ·

2024/12/19

Great content doesn’t just inform—it inspires, builds, and connects with an audience on a deeper level. In today’s episode, we’re excited to chat with Drue Stinnett, Senior Content Strategist at HubSpot! Drue walks us through her journey, from navigating the post-college job market to landing her dream role at HubSpot during some challenging times. She shares her approach to content strategy, the unique hurdles of B2B marketing, and how she strikes the perfect balance between quality and quantity in

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42:33

Ep. 55 Lindsey Slaby of Sunday Dinner

Best Story Wins ·

2024/12/12

When everything feels urgent, it’s easy to lose focus. With leaner teams, tighter budgets, and increasing pressure to prove value, many organizations are stuck in a cycle of doing more but achieving less. Could the solution lie in doing less, but better?In this episode, Lindsey Slaby, Founder of Sunday Dinner, shares her bold vision for modern marketing. She dives into the value of building curated communities, like her exclusive 400-member Slack group that sparks collaboration and innovation among

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37:58

Ep. 54 Adam Robinson of RB2B

Best Story Wins ·

2024/12/05

Your next big marketing move isn’t buried in your paid ads or latest campaign—it’s staring you down in the mirror.In this episode, Adam Robinson, CEO and Founder of RB2B, dives into why personal branding has become a crucial growth lever in B2B. With over 100K LinkedIn followers built around his edutainment approach, Adam shares the strategies and insights that helped him craft a compelling personal brand and grow his businesses.We also discuss:Why the future of B2B marketing is personal, humanized,

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38:58

Ep. 53 Dan Levy from LivePerson

Best Story Wins ·

2024/11/29

Great marketing is born at the intersection of art and science, where strategy effectively meets creativity.In this episode, we chat with Dan J. Levy, Senior Director of Product Marketing, Content, and Communications at LivePerson, to uncover the sophisticated mechanics behind brand storytelling in conversational AI.Dan shares his expert approach to weaving compelling narratives that resonate deeply with audiences, ensuring messaging aligns seamlessly with customer values. He reveals why LinkedIn

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54:08

Ep. 52 Santi Pochat of LinkedIn

Best Story Wins ·

2024/11/21

LinkedIn has consistently proven it’s at the top of its game, no matter the economic climate. What’s the secret behind their success?In today’s episode, Santi Pochat, LinkedIn’s VP of Brand Marketing, shares his perspective on investing in brand longevity and authentic storytelling to drive success even in tough times. Santi takes us through his journey—from Argentina’s vibrant advertising scene to leading brand initiatives at global giants like Google and Samsung. He also sheds light on how brands

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47:06

Ep. 51 Elie Ayrouth of Foodbeast

Best Story Wins ·

2024/11/14

Social media is flooded with short-lived food trends and recipes, but a few brands know how to keep their edge.In this episode, Elie Ayrouth, the brains behind Foodbeast, dishes out a spread of insights, breaking down how Foodbeast reels in over 100 million people each month. He also gives us a sneak peek into his plans for expanding into consumer packaged goods and why live events are a game-changer for building a tight-knit community.Join us as we discuss:The invaluable impact of in-person events,

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40:54

Ep. 50 Tamara Austring with Zapier

Best Story Wins ·

2024/11/07

Routine processes can stifle innovation and allow competitors to pull ahead. How can companies stay agile to deliver fresh, impactful work?In this episode, we explore design operations with Tamara Austring, Senior Design Producer at Zapier's Brand Studio. As a leader in the design space, Tamara explores how adaptable, people-centered processes are the key to keeping creative teams nimble, efficient, and ready to innovate at every turn. She shares the high-stakes strategies behind continuous

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52:01

Ep. 49 Chris Ollier of Bonterra

Best Story Wins ·

2024/10/31

When your customers don’t speak tech, how do you help them choose wisely—and trust you along the way?In this episode, we welcome Chris Ollier, Senior Director of Demand Generation at Bonterra, to tackle the challenges of brand and digital strategy in the nonprofit sector.With a wealth of experience ranging from Fortune 100 companies like Verizon and the NFL to independent projects, Chris shares his journey through diverse roles in creative design and tech startups. He discusses Bonterra's mission to

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109 results

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