The FounderVideo Podcast talks about all things RevOps, paid ads, LinkedIn, content marketing, and modern B2B marketing strategies.
Connect with the host at: https://www.linkedin.com/in/will-yuste-foundervideo/
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FV 30: How AI & Human Connection Are Shaping the Future of B2B Sales | Chris Anzalone, Knowledge.com
Chris Anzalone, Knowledge.com founder, explores how AI and human connection are reshaping B2B sales, emphasizing buyer intent and data's role in enhancing sales processes; this is an interview.
20 May 2025
FV 29: How to Build an Insights Function from 0 | Peter Walker, Carta
In this episode, Peter Walker, head of insights at Carta, discusses the evolution of insights as a crucial function in B2B marketing. He explains how insights teams can differentiate themselves through proprietary data and the importance of executive buy-in when establishing such a function. Walker emphasizes the need for insights to align with product marketing and the significance of measuring impact through various metrics. He also shares his approach to crafting compelling narratives from data and the current dynamics of venture capital ownership. In this conversation, Will Yuste and Peter Walker discuss the evolving landscape of venture capital, the intricacies of startup equity packages, and the importance of data insights in decision-making. They explore how venture capital is diversifying, the critical questions founders should ask about equity, and the role of AI in enhancing insights. The discussion also highlights the significance of building a dedicated insights function within companies to leverage data effectively.
TAKEAWAYS:
- Insights are the next evolution in B2B content marketing.
- Proprietary data is essential for effective insights.
- Executive buy-in is crucial for establishing an insights function.
- Insights should focus on increasing brand awareness, not lead generation.
- The atomic unit of insights is a single graphic.
- Start small and build from audience feedback.
- Align insights with product launches for maximum impact.
- Measure success through subscriber growth and engagement.
- Avoid big quarterly reports; focus on quick, impactful graphics.
- Understand the dynamics of venture capital to guide founders. Venture capital is evolving into multifaceted models.
- Founders need to assess their ambition level when seeking funding.
- Understanding equity packages requires knowledge of company valuation.
- Market data is crucial for negotiating equity and funding.
- AI is transforming how insights are generated and utilized.
- Companies should prioritize building insights teams for better data utilization.
- The landscape of venture capital is shifting towards real-world products.
- Founders should be cautious about the type of capital they seek.
- Effective communication of insights requires a personal touch.
- Data privacy and customer trust are paramount in insights generation.
TIMESTAMPS:
00:00 (https://www.youtube.com/watch?v=faX3eYM9STw) Introduction
01:58 (https://www.youtube.com/watch?v=faX3eYM9STw&t=118s) The Role of Insights in B2B Marketing
04:00 (https://www.youtube.com/watch?v=faX3eYM9STw&t=240s) Building an Insights Function at Carta
05:54 (https://www.youtube.com/watch?v=faX3eYM9STw&t=354s) The Importance of Proprietary Data
17:51 (https://www.youtube.com/watch?v=faX3eYM9STw&t=1071s) Metrics and Measuring Success
24:35 (https://www.youtube.com/watch?v=faX3eYM9STw&t=1475s) Creating Engaging Reports from Data
25:59 (https://www.youtube.com/watch?v=faX3eYM9STw&t=1559s) Evaluating the Need for Venture Capital
28:21 (https://www.youtube.com/watch?v=faX3eYM9STw&t=1701s) The Evolution of Venture Capital
30:39 (https://www.youtube.com/watch?v=faX3eYM9STw&t=1839s) Choosing the Right Capital Path
35:53 (https://www.youtube.com/watch?v=faX3eYM9STw&t=2153s) The Role of AI in Venture Capital
38:38 (https://www.youtube.com/watch?v=faX3eYM9STw&t=2318s) Understanding Startup Equity Packages
45:08 (https://www.youtube.com/watch?v=faX3eYM9STw&t=2708s) Building Effective Insights Teams
50:19 (https://www.youtube.com/watch?v=faX3eYM9STw&t=3019s) Conclusion and Final Thoughts
FounderVideo Podcast Ep. 29: Peter Walker, Senior Director of Insights at Carta(https://carta.com/ (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbkJXMXlqZ0dILW5RelktQ3pMbFVwb1d6alN3d3xBQ3Jtc0tucG9GaXRHLWQ0NUFGemw1UGY5SjV5YkZfQ2ljVWV3MGp0TFdrblRqZmZWTlpZRlJJRUJpMEJ5dzN0THg5RXdaa2xKbVdWZjU5bURLOWxmOVA4R0hLSGVFUjFBY1FrV2pCbFk0SHMxTFU5SXlIdV9FUQ&q=https%3A%2F%2Fcarta.com%2F&v=faX3eYM9STw))
"FV 29: How to Build an Insights Function from 0 | Peter Walker, Carta"
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In this conversation, Erik Jacobson discusses his journey from running Lemonpie to founding Hatch, emphasizing the importance of content marketing in the B2B space. He shares insights on the power of podcasting, building relationships through content, and the significance of consistency in content creation. Erik also highlights key learnings from working with industry leaders like Chris Walker and Dave Gerhart, the evolving landscape of B2B content marketing, and the challenges and opportunities presented by influencer marketing. In this conversation, Erik Jacobson and Will Yuste delve into the intricacies of influencer marketing, the evolution of content creation, and the importance of audience engagement in B2B marketing. They discuss the need for a sustainable content engine, the role of audience in shaping marketing strategies, and the structure of high-performance content teams. The dialogue also touches on the changing landscape of consumer behavior post-COVID and the necessity for marketers to adapt their strategies accordingly.TAKEAWAYS:- Entrepreneurship was a clear path for me.- Podcasting can create strong relationships.- Consistency in content is crucial for success.- Building relationships takes time and effort.- Content marketing should focus on audience behavior.- Differentiated products lead to compelling narratives.- Understanding your audience is key to effective content.- Influencer marketing must be approached carefully.- Content marketing is evolving towards scrollers.- Your users should naturally promote your product. Influencer marketing should focus on long-term relationships rather than short-term metrics.- Creating demand is more important than just generating impressions.- A sustainable content engine is essential for effective marketing.- Quality of audience engagement is more critical than sheer numbers.- The role of audience co-founders is becoming increasingly important in B2B.- High-performance content teams can outperform traditional sales teams.- Understanding market engagement requires a shift in perspective.- Post-COVID consumer behavior necessitates a return to fundamental marketing principles.- Content strategy should be tailored to the specific audience and their needs.- Every marketing strategy has the potential to succeed with the right approach.
TIMESTAMPS:
00:00 (https://www.youtube.com/watch?v=pL96L4C104Q) Introduction
02:32 (https://www.youtube.com/watch?v=pL96L4C104Q&t=152s) The Power of Podcasting for CEOs
07:35 (https://www.youtube.com/watch?v=pL96L4C104Q&t=455s) Building Relationships Through Content
16:10 (https://www.youtube.com/watch?v=pL96L4C104Q&t=970s) The Importance of Content Strategy
26:37 (https://www.youtube.com/watch?v=pL96L4C104Q&t=1597s) Current Trends in B2B Content Marketing
35:19 (https://www.youtube.com/watch?v=pL96L4C104Q&t=2119s) Influencer Marketing in B2B
39:30 (https://www.youtube.com/watch?v=pL96L4C104Q&t=2370s) The Future of High Production Content
47:42 (https://www.youtube.com/watch?v=pL96L4C104Q&t=2862s) Audience Building and Content Strategy
51:44 (https://www.youtube.com/watch?v=pL96L4C104Q&t=3104s) The Role of Content in Revenue and Equity
53:45 (https://www.youtube.com/watch?v=pL96L4C104Q&t=3225s) The Cost and Structure of High-Performance Content Teams
59:11 (https://www.youtube.com/watch?v=pL96L4C104Q&t=3551s) Post-COVID Consumer Culture and B2B Marketing
01:04:23 (https://www.youtube.com/watch?v=pL96L4C104Q&t=3863s) The Importance of Patience in Marketing Strategies
01:05:35 (https://www.youtube.com/watch?v=pL96L4C104Q&t=3935s) Conclusion and Final Thoughts
FounderVideo Podcast Ep. 29: Erik Jacobson, Founder & CEO at Hatch (https://www.hatch.fm/ (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqazVvd1BBOVBqMlMxSV9oTXp5YXFvMGVsMi1mZ3xBQ3Jtc0tsTldkLXBzbjdUTFU0RXNWd1MwWl9hbWpJNGpGckFEMkhJLTZxX1A2bDdwa2d1aTBZRWlsN2NTYzY1YldicmN3VDBvU3JTMnpXYlJQQm82WW93OXBYbU5NNWhFNTBjakE2b1lzclplblhDeXl6bThFcw&q=https%3A%2F%2Fwww.hatch.fm%2F&v=pL96L4C104Q))
"FV 28: B2B Founder-led Content & Marketing Strategy | Erik Jacobson, Hatch.fm"
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Who has been a guest on FounderVideo Podcast
Names identified in recent episode analyses. Showing up to five guests.
Chris Anzalone
Ognjen Bošković
Itamar Ben Yair
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
11,123
Score snapshot 15 Sept 2025
Apple Podcasts (US)
5.0 / 5
2 ratings
Spotify
5.0 / 5
5 ratings
Podcast Authority Score: 51 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
47
Social presence
0
YouTube
76
Engagement
60
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