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PODCAST

Behind Good Content

What makes great B2B content actually work? Behind Good Content takes you inside today’s best marketing programs — and the people behind them. Hosted by Peter Conforti, founder of Good Content, each episode breaks down how top B2B brands and creators build trust, shape perceptions, and drive pipeline with POV-driven content. You’ll hear from the CMOs, content leaders, and creators who’ve done it — plus get a behind-the-scenes look at how Good Content builds content programs for growth-stage SaaS

business marketing

All Episodes

00:34:15

#29 - Noah Greenberg

Behind Good Content ·

2026/02/12

Noah Greenberg is the CEO of Stacker, a platform that helps brands turn original, editorial content into earned distribution across thousands of news outlets. He tells us all about the shift happening in B2B marketing: companies are hiring journalists and editorial leaders instead of traditional content marketers, because the old acquisition playbook is saturated and brand matters again.Noah breaks down why “newsroom” thinking is showing up inside more companies, what distribution looks like when

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00:32:37

#28 - Jess Cook

Behind Good Content ·

2026/01/29

Jess Cook is a creative director turned content strategist who cut her teeth writing, emotional, memorable brand work for highly commoditized brands like Eggo, Rice Krispies, and Cottonelle. Today, she brings that mindset into B2B as VP of Marketing at Vector.She tells us all about why likability and emotional resonance are becoming increasingly important in a crowded SaaS market, activating employees as creators, building in public, specific campaigns that worked, and why she believes content

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00:42:30

#27 - Kyle Lacy

Behind Good Content ·

2026/01/15

Kyle Lacey is the CMO of Docebo, a public learning and development software company with 800+ employees, but he's not a traditional big-company marketer. He came up as a content marketer, built his own audience to 60,000+ followers on LinkedIn, and actually understands how digital content works today.He tells us all about through the four buckets he uses to run content at a company this size: market and external comms, employee advocacy, executive thought leadership, and benchmarking and

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00:35:52

#26 - Melissa Rosenthal

Behind Good Content ·

2025/12/04

Melissa Rosenthal, the co-founder and CEO of Outlever, and former Global VP of Creative at BuzzFeed, CRO at Cheddar, and CCO at ClickUp, tells us all about her thesis for “editorial brands” and why every great B2B company is really a media company in disguise.We get into how Outlever builds always-on owned media machines like CIO News, what it actually takes to run a newsroom inside a B2B company, how Melissa activated 40+ ClickUp employees as creators, why people are the real distribution channels

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00:48:17

#25 - Peter Kang

Behind Good Content ·

2025/11/20

Peter Kang is the head of social at Clay and the architect behind growing their LinkedIn company page from ~14K to 100K+ followers in just 69 weeks, via 961 posts. He tells us all about what a company page is actually for in a world where exec content leads, how Clay turns fundraising rounds into full-company marketing moments, why teams overvalue things that are easy to measure, using AI as a paintbrush instead of a printer, and more.

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00:55:16

#24 - Emily Kramer

Behind Good Content ·

2025/10/30

In the first-ever Behind Good Content Office Hours webinar, Emily Kramer, returning guest, former Head of Marketing at Carta and Asana, and creator of the MKT1 Newsletter, which has over 65,000 readers, walks us through her “LinkedIn flywheel” — how to stop doing random acts of marketing and instead turn exec posts, creator posts, and paid spend into one coordinated growth loop. We get into why individual voices beat company pages, how to boost or run thought leadership ads the right way, how to

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00:34:51

#23 - Kevin White

Behind Good Content ·

2025/10/16

Kevin White is the Head of Marketing at Scrunch AI, working on the cutting edge of GEO (generative engine optimization) and how brands show up inside AI answers. He tells us all about the shift from search to LLM-driven discovery, how retrieval bots assemble answers (and why long-tail, lower-funnel prompts matter), practical ways to track citations and brand mentions across prompts, why your website increasingly needs two faces, and more.

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00:38:17

#22 - Jimmy Burt

Behind Good Content ·

2025/10/02

Jimmy Burt, former content lead at 360Learning and now VP of Content at Good Content, joins the show to unpack how he turned David James into the face of 360’s marketing engine—driving 2M impressions in 18 months. He tells us all about why exec-led content has to extend beyond LinkedIn, how sales and nurture motions get transformed when a leader is at the center, how companies should decide between doing it in-house or with an agency partner, and more.

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00:34:20

#21 - Peep Laja

Behind Good Content ·

2025/09/04

Peep Laja is the CEO of Wynter, a market research platform for B2B --he's also amassed 77K followers on LinkedIn, which now accounts for 80% of his inbound business. He told us all about why most website messaging is mediocre, why personalities are the most important thing in the age of AI, what marketers need to do to prepare for the next five years, and more.

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00:39:57

#20 - Sam Jacobs

Behind Good Content ·

2025/07/10

Sam Jacobs, CEO of Pavilion and LinkedIn powerhouse with over 115K followers, returns to the Good Content Series. He tells us all about how he's been leveraging enrichment and AI to connect more deeply with his LinkedIn followers, the challenges of expanding into YouTube and owned territory, why personal brand is still so important, and more.

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00:39:40

#19 - Rachel Kim

Behind Good Content ·

2025/06/18

Rachel Kim is the founder of Manifest Advisors and the current fractional CMO for Mutiny, and she just created a big insights-packed report about the state of sales and marketing alignment. She tells us all about what's in the report, why sales and marketing teams struggle to get along, why you should create one of these insights reports and adopt her distribution strategy, and more.

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00:34:10

#18 - Nick Power

Behind Good Content ·

2025/06/05

Nick Power is the Head of Marketing at Noun Project and the unofficial king of Weird LinkedIn, amassing 23K followers and 4 million impressions in the month of March alone, through what he calls "chaotic authenticity". He tells us all about the art of driving comments on your posts, the role of AI in the content ecosystem, how to write content people will actually care about, and more.

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00:47:38

#17 - Adam Robinson Returns

Behind Good Content ·

2025/05/22

Adam Robinson, founder of RB2B and the golden child of LinkedIn, returns to the Good Content Series one year later, up from 70K followers to 130K, and up from 1 million ARR with RB2B, to 5 million. He talks to us about how his thinking about content has evolved, why nobody wants ads on social media, the importance of storytelling, and more.

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00:39:59

#16 - Palash Soni

Behind Good Content ·

2025/05/08

Palash Soni is the co-founder and CEO of Goldcast, an AI-powered B2B marketing platform that puts video and events at the heart of the customer journey--he's also amassed over 20K followers on LinkedIn. He told us all about why webinars are better than podcasts, why repurposing content from webinars is important, why being a VP of marketing at a series A is hard, and more.

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00:33:01

#15 - Mirko Novakovic

Behind Good Content ·

2025/04/17

Mirko Novakovic is the founder and CEO of Dash0. His previous company, Instana, eventually sold to IBM for half a billion dollars, and he's now founded a new startup Dash0, in the observability space and is taking to LinkedIn as a means of bringing it to market. He told us all about how he proved that you can reach a technical audience on LinkedIn, the importance of authenticity, how he's leveraged his LinkedIn presence to get actual users of Dash0, and more.

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00:40:52

#14 - Alex Boyd

Behind Good Content ·

2025/03/27

Alex Boyd is the co-founder of Aware, and has amassed a following of 28K+ on LinkedIn. He recently released a report on the state of LinkedIn today, analyzing over 13 million posts to see what the trends are. He told us all about the report, how to stand out when more creators are coming on the platform, the importance and art of commenting, and more.

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00:30:14

#13 - Corporate Natalie

Behind Good Content ·

2025/03/06

Natalie Marshall, better known as Corporate Natalie, has amassed over +2M followers across TIkTok, Instagram, YouTube, and Linkedin, where she's known for her sharp wit about the work and workplace culture in the modern day. She told us all about her creative process, her take on influencer marketing in the B2B space, widening your view on who's a creator, and more.

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00:20:24

#12 - Alex Fine

Behind Good Content ·

2025/01/30

Alex Fine is the Co-Founder of Understory, the premier end-to-end growth partner for B2B technology firms, and has amassed a following of 11K+ on LinkedIn. He told us all about their "Allbound" strategy, how organic content can power paid content, how to unite sales and marketing, and more.

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00:36:12

#11 - Emily Kramer

Behind Good Content ·

2025/01/09

Emily Kramer is a former marketing exec who's now amassed 33K+ followers on LinkedIn and 51K+ on her Substack, the MKT1 Newsletter. She told us all about rejecting the assumption of shorter attention spans, the value of ecosystem marketing, why you should think twice before talking about your founder journey, and more.

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00:34:29

#10 - Ashley Faus

Behind Good Content ·

2024/12/05

Ashley Faus is the head of Lifecycle Marketing, Portfolio, at Atlassian. She's built an audience of 17K on LinkedIn, as well as earning the coveted Top Voice badge. She told us all about how just posting on LinkedIn isn't enough to be a thought leader, the four pillars of good thought leadership, the pros and cons of ghostwriters, and more.

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29 results

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