Building The Future of B2B Marketing with Anthony Kennada, AudiencePlus

02/20/25 • 25 min

“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlus

In this episode of The Content Cocktail Hour, Anthony Kennada, founder and CEO of AudiencePlus, breaks down a major announcement—the merger of AudiencePlus and The Juice. They discuss how this game-changing move brings together two companies that were tackling the same challenge from different angles, ultimately empowering B2B marketers to create, distribute, and convert content more effectively than ever before. Jonathan and Anthony explore the state of B2B marketing today, why traditional lead-generation tactics are failing, and how AI, first-party data, and owned media are shaping the future.

In this episode, you’ll learn:

Why traditional inbound marketing is broken—and what’s replacing it
How first-party data and AI are reshaping B2B content strategies
The real reason brand and demand should never be separate

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennada

Explore AudiencePlus: https://audienceplus.com

Timestamps:

(00:00) Intro

(01:27) Why the old marketing playbook no longer works

(07:36) The myths and realities of multi-touch attribution

(13:30) The role of AI and first-party data in marketing’s future

(15:41) The real reason marketing budgets get cut

(21:10) The dark social dilemma: Can it actually be tracked?

(22:15) How AudiencePlus and The Juice are combining forces

“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlus

In this episode, you’ll learn:

Why traditional inbound marketing is broken—and what’s replacing it
How first-party data and AI are reshaping B2B content strategies
The real reason brand and demand should never be separate

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennada

Explore AudiencePlus: https://audienceplus.com

Timestamps:

(00:00) Intro

(01:27) Why the old marketing playbook no longer works

(07:36) The myths and realities of multi-touch attribution

(13:30) The role of AI and first-party data in marketing’s future

(15:41) The real reason marketing budgets get cut

(21:10) The dark social dilemma: Can it actually be tracked?

(22:15) How AudiencePlus and The Juice are combining forces

Previous Episode

Unlocking YouTube’s SEO Power for B2B Growth with Devin Pickell, Do I Need SEO

“I’ve actually had folks critique me on like, ‘Why are you Do I Need SEO if you believe in video so much?’ I’m trying to like, lead the charge and letting folks know—YouTube is SEO,” says Devin Pickell, Founder at Do I Need SEO

In this episode of The Content Cocktail Hour, Devin Pickell, founder at Do I Need SEO, breaks down the deep secrets of B2B marketing that most brands overlook. Devin shares how brands can harness YouTube as an SEO powerhouse, why video is the missing piece in most content strategies, and how audience engagement drives real business results. He also explains why AI-driven content might already be losing its edge and how brands can stay ahead by focusing on human-first, authentic content.

In this episode, you’ll learn:

Why YouTube is an untapped SEO goldmine
How video content impacts brand trust and discoverability
The real reason AI-generated content is losing engagement

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Devin on LinkedIn: https://www.linkedin.com/in/devin-pickell/

Explore Do I Need SEO: https://www.doineedseo.com/

Timestamps:

(00:00) Intro

(01:06) Devin’s background: From SEO to video marketing

(07:42) Why YouTube is an SEO powerhouse for B2B brands

(11:49) How video builds trust and engagement

(13:03) AI content fatigue and the need for human-first content

(16:29) The role of audience retention in content success

(25:00) How brands can repurpose video content for maximum reach

Next Episode

Leveraging AI for Smart Demand Generation with Josh Carter, Pavilion

“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at Pavilion

In this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.

In this episode, you’ll learn:

Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channel
How AI is helping sales teams personalize outreach and improve conversion rates
The role of brand investment in building long-term demand and trust

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116

Explore Pavilion: https://www.joinpavilion.com/

2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report

Timestamps:

(00:00) Intro

(02:00) Understanding Pavilion's unique DemandGen approach

(04:06) The role of AI in Pavilion's sales process

(04:57) Optimizing the sales funnel with AI

(06:02) Leveraging AI for personalized marketing