Most writers are worried AI will take their jobs.
But Devin says CMOs should be way more worried.

In this episode of TLDR, I sat down with Devin; ex-CEO of Animals, consultant to B2B brands, and all-around content strategist; to talk about what’s really breaking in B2B content, and why the old playbooks are falling apart.

Tune in to hear us break down:

• The real reason most B2B content is bad

• Why the playbook era is over

• How SEO isn’t dead, but it’s changing fast

• Why CMOs are at risk

• The new content org model

• Why the biggest problem isn’t AI or SEO shifts, it’s leadership

If you're a CMO rethinking your content bets, a founder trying to build a smarter growth engine, or just someone who enjoys a brutally honest take on today's marketing, you’ll want to hear this one.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Lead scoring is BS.

At least that's what I thought before talking to Jon Farah.

Here's the thing - I've seen too many companies do this: Marketing teams sit in a room.
"Website visit = 1 point.
eBook download = 10 points.
Demo request = 50 points."

Why those numbers? Because they “sound good.” 🤷‍♂️

Then sales gets these "qualified" leads and goes... "Why am I calling someone who never asked for a demo?"

But Jon just changed my mind.

He showed me how one of his clients converts 20% of top-of-funnel leads into sales-ready leads.

The difference?

Most companies only track fitness scoring (job title, company size). Jon adds engagement scoring across multiple channels:

• Email opens and clicks

• Page visits (weighted differently - homepage ≠ demo page)

• Social signals via Phantom Buster App

• Lead magnet downloads

Then here's where it gets interesting:

Instead of one generic nurture sequence, they create personalized journeys.

Downloaded a lead magnet? You get educational content about the problem.
Visited the demo page 3 times? You get competitive comparisons and some "why us" content.

They even have a whole stage for lost opportunities.
That 80% who didn't close? They get re-engaged with relevant content. Jon believes you can squeeze an extra 5% back into the pipeline this way.

Yea, I'm definitely implementing this for Chosenly someday 😏

Hosted by Ausha. See ausha.co/privacy-policy for more information.

We just had one of the best-dressed guests on our podcast!

And while we didn't get to go deep into grooming tips, we did get to talk a lot about building a founder brand.

38 MQLs (in 1 month), with >10% of revenue tied to the founder brand.

That’s the ROI Tony Jamous gets from showing up as the founder of Oyster.

When Oyster launched, they didn’t have a product yet. What they did have was a belief: distributed work was the future.

So Tony started posting on LinkedIn about remote leadership, hiring globally, and building Oyster in public.

Those posts turned into:

• Demand gen → prospects already knew Oyster before the product shipped, so the sales cycle was shorter.

• Trust at scale → Tony’s voice made Oyster credible in a crowded space.

• Inbound magnet → the 38 leads were sourced directly from his content, no ad spend required.

• Revenue impact → over 10% of sales can be traced back to his personal brand.
  
  

The way he runs it is surprisingly lightweight:
✅ One dedicated person on his team to run this
✅ A monthly call where Tony just answers questions, which ends up being the primary source of his content
✅ A mix of tactical insights, authentic stories, and raw behind-the-scenes moments

The lesson? People buy from people. Your face, your values, and your voice make your product more trustworthy.

Tony’s advice: don’t overthink it. Experiment. Share what feels authentic. And let your audience tell you what resonates.

Hosted by Ausha. See ausha.co/privacy-policy for more information.