B2B Marketing Weekly

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 drives business. This week, Chris Cunningham and Will McTighe get into Ramp’s Bill Pay: The Musical. It has Billy Porter, Billy Zane, original songs, and an actual playwright. It’s a huge swing for a finance company, but Chris has a question: what happens after the curtain closes? If people remember the celebrities and forget Ramp, was it worth it? They talk about the clips, livestream, and follow-up that could turn one big event into something much bigger. Then, three Patreon leaders leave for OpenAI. Chris and Will try to work out what OpenAI might be building for creators, how creators could make money from it, and why marketers should pay attention when a new place to spend ad dollars opens up. These are possibilities, not announced product features, and they’re just as curious as everyone else. They also get into Alexandr Wang’s very online approach to promoting Meta’s AI product. His posts about suspiciously butthole-shaped AI logos are funny, but they’re doing something useful too: getting people to recognize him, talk about the product, and actually try it. What can B2B founders learn from that without handing their X account to someone who writes like a press release? Finally, they talk Suno, custom jingles, and the temptation to jump on a new ad format before everyone else finds it. The takeaway: test the interesting stuff while it’s still interesting, but ask for proof before believing someone’s screenshot of incredible results.

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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. In this episode, Chris Cunningham and Will McTighe break down what made the launch spread: a strong opening hook, a product people wanted to try, and an easy way for others to join the conversation. They also look at GrokBot’s “Ship by Thursday” stunt, which showed people using the product to build a business in three days, and Air’s fake CMO announcement, which turned a LinkedIn hiring post into a story. All three campaigns got attention in different ways. Chris and Will discuss which ones showed the product in action, which were more about awareness, and how often a B2B brand can make a big splash before the novelty wears off.

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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 Meta Muse actually win the internet, or did Meta just rent everyone’s attention for 24 hours? In this episode of B2B Marketing Weekly, Chris Cunningham and Will McTighe break down MetaMuse’s influencer blitz, why the launch needed a second act, and how smaller brands can compete when they don’t have a Meta-sized budget. They also get into Salesforce borrowing Claude’s aura with the Claude Force rebrand, Samsung having the perfect opportunity to roast Apple and somehow forgetting to be funny, and the ZoomInfo CRO turning one employee shoutout into a recruiting play. Big budgets, borrowed aura, bad brand jokes, and the fight to own the feed.

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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 into what LinkedIn’s AI crackdown means for creators, why comment-to-get lead magnets are getting nerfed, and whether the platform is actually improving the feed or killing one of its most useful growth plays. Then they unpack the Kumar reveal. Ramp nailed the character, the audience, and the anti-tech-bro angle, but may have left hundreds of thousands of emails on the table. Chris also shares how one random post about his extremely empty San Francisco apartment pulled millions of views and became a whole content arc. Plus: the right way to use Grok Bot without outsourcing your personality to AI, YC turning the Chase Center into the “mega church of tech,” and why IRL events might matter more than ever now that anyone can spin up almost anything online.

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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 much as their own content. They also look at brands chasing attention with morph-suit stunts, why being first and different beats copying what already worked, and the story behind ClickUp’s Dreamforce protest. Then they unpack GenSpark’s viral experiment where Claude and ChatGPT ran competing lemonade stands, burned through roughly $15,000, and made less than $100. The big question throughout: how do you create marketing people actually remember without forcing your product—or looking like every other brand in the feed?

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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 influencer budgets are moving toward smaller creators, how ZoomInfo CEO Henry Schuck turned a product demo into a high-performing piece of content, and how Listen Labs brought measurement and social amplification to a $1 million billboard campaign. They also share practical advice on balancing macro- and micro-creator spend, using creator content to support answer engine visibility, making CEO demos pain-point-led rather than feature-led, and getting more value from out-of-home campaigns. In this episode: Why micro-creators can offer stronger trust, lower risk, and more creative options Chris’s approach to dividing influencer spend between large and small creators How creator campaigns may support visibility in AI answer engines Why the CEO product demo is becoming the new press release How to structure product demos people want to share internally What Listen Labs did differently with its New York billboard campaign How photography, video, employees, and creators can amplify out-of-home spend

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The Signals Shaping B2B

B2B buyers aren’t procurement robots. They scroll Instagram, follow creators, get pulled into trends, and spend plenty of time online just like everyone else. So why does so much B2B content still feel like it was made for a committee instead of a person? In the first episode of B2B Weekly, Chris Cunningham and Will McTighe break down the signals shaping where B2B marketing is headed. They unpack the mysterious Kumar account that gained more than a million followers in under a week, why brands should consider building recognizable characters of their own, and how Vanta turned an unglamorous compliance problem into a live, watchable series for exactly the right audience. Then they get into why livestreaming may be B2B’s next big format, how to tell a useful trend from a lazy brand trap, and what Chris learned at Cannes Lions about creating experiences people will still talk about after the event ends. Throughout, they make the case that reach alone isn’t the goal—the best B2B content earns attention by feeling human, specific, and impossible to confuse with everyone else. If your content strategy still depends on polished interviews, copied trends, or one-off events with no amplification plan, this episode will show you what to do differently.

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Introducing: B2B Marketing Weekly

B2B Marketing Weekly is where Chris Cunningham and Will McTighe break down what B2B marketers can learn from the creators, consumer brands, trends, and content taking over the internet. With more than 2 billion social views generated at ClickUp, an audience of 400,000+ built on LinkedIn, and 600+ B2B founders helped along the way, Chris and Will have spent years proving that the best B2B marketing ideas don’t always come from B2B. Every week, they’ll break down what’s working, what’s worth stealing, and which trends B2B brands are better off leaving alone. Follow B2B Marketing Weekly on Apple Podcasts and Spotify, and subscribe on YouTube so you don’t miss an episode.