Before creator marketing became the thing every B2B brand wanted to talk about, Chris Cunningham was already doing it.
As one of the original four behind ClickUp, Chris helped build one of the fastest-growing project management companies in the world by looking outside of B2B for inspiration. Influencers, creators, viral social content, consumer marketing tactics. That approach has helped ClickUp generate more than 2 billion views across social.
Will McTighe knows a thing or two about earning attention, too. He’s built a LinkedIn audience of more than 400,000 and helped 600+ B2B founders become influential voices in their industries.
Now they’re getting together every week to talk about where B2B marketing goes next.
B2B Marketing Weekly breaks down the trends, creators, platforms, campaigns, and ideas getting attention right now, with one question in mind: what should B2B marketers actually do with this?
Because copying every viral trend is a terrible strategy. Ignoring what’s happening outside the B2B bubble might be even worse.
Chris and Will separate the opportunities from the traps and show how B2B brands can borrow from consumer and creator playbooks without becoming the brand trying way too hard to be cool on the internet.
New episodes every week.
This Guy Sold His Body for $100K of Ads (And It Worked) + Gamma's Genius AI War
Marc Lou auctioned off his body as ad space for a HYROX race, and brands paid $100K+ for it. Higgsfield bought 10 placements, Stanley paid $20K for his glutes, and the live bidding war on X turned a stunt into a news cycle. Then Gamma launched Gamma 5 by declaring war on "AI smell," the generic look and feel of AI-made content. Founder Grant Lee's launch post pulled 1.5M impressions, while the company page got about 20K. Plus: Chris found his own face on a Smartlead billboard in NYC, and th...
7 Oct 2026
The $10B Lie, the $10 Domain, and A Rare Mistake from Ramp
Instinct says it spent $0 on marketing. OpenAI’s Dots looks like a Tamagotchi. Ramp put on an actual musical. Different plays, same question: how do you get people to care? You can build a great product or rent a theater in New York, but you still need people talking about it. Instinct had investors posting all over X and people begging for one of three invites. Technically, the founder didn’t spend dollars on marketing. But he gave up equity, and those investors helped get the word out. Will...
30 Sept 2026
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 afte...
23 Sept 2026
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,...
17 Sept 2026
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 bran...
2 Sept 2026
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...
26 Aug 2026
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...
19 Aug 2026
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 practica...
12 Aug 2026
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 bran...
10 Aug 2026
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 st...
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