Episode 2 - Jon's take on B2B content

Episode 2 – Jon’s take on B2B content

The good, the bad and the ugly of B2B content

With Jon Davis

Content Lead at Capsule CRM

Also joined by Skout’s Director, Claire Lamb

Episode Overview

In this episode of Shaking the B2B Tree, we tackle one of the biggest questions in B2B marketing today: can creativity survive in a world obsessed with data? Jon Davis, Content Lead at Capsule CRM, joins us to reveal how marketers can break through the noise with content that’s not just strategic but also bold and authentic. From overcoming internal roadblocks to proving real value to the C-Suite, Jon shares actionable insights on crafting content that stands out—and drives results—in an increasingly crowded digital landscape.

Key Takeaways

✅ Authenticity matters - Why B2B content must connect emotionally, not just inform.

✅ Fighting the ‘quantity over quality’ mindset - How marketers can push back on the pressure to mass-produce content.

✅ Creativity in B2B - How to spark original ideas while ensuring content aligns with business goals.

✅ AI & Content Marketing - The role of AI in content creation and the risks of losing human authenticity.

✅ Data-driven storytelling - Using data to validate creative ideas and prove ROI.

Great B2B content isn’t about ticking boxes—it’s about telling stories that matter. If it doesn’t resonate, inspire, or add value, it’s just more noise.