How to Turn Social Media into a Demand Engine with Darien Payton, Antidote

03/10/25 • 21 min

“Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don’t achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at Antidote

In this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.

In this episode, you’ll learn:

Why traditional social media strategies in B2B are failing—and how to fix them
How Creative Demand combines storytelling and strategy to drive revenue
The role of strategic campaigns in turning social into a demand engine

Resources:

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

Explore AudiencePlus: https://audienceplus.com

Follow Darien on X: https://x.com/DarienPayton

Connect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/

Explore Antidote: https://www.antidotemedia.co/

Timestamps:

(00:00) Intro

(01:18) Creative demand explained

(03:18) The role of creativity in demand generation

(06:14) Successful creative campaigns

(08:10) Social media strategies for B2B

(14:56) Converting social media into demand

(18:47) Misalignment of social media and business objectives

In this episode, you’ll learn:

Why traditional social media strategies in B2B are failing—and how to fix them
How Creative Demand combines storytelling and strategy to drive revenue
The role of strategic campaigns in turning social into a demand engine

Resources:

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

Explore AudiencePlus: https://audienceplus.com

Follow Darien on X: https://x.com/DarienPayton

Connect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/

Explore Antidote: https://www.antidotemedia.co/

Timestamps:

(00:00) Intro

(01:18) Creative demand explained

(03:18) The role of creativity in demand generation

(06:14) Successful creative campaigns

(08:10) Social media strategies for B2B

(14:56) Converting social media into demand

(18:47) Misalignment of social media and business objectives

Previous Episode

Redefining B2B Growth Through AI-Led Marketing with Matt Cooley and Ashar Rizqi, Bounti.ai

“The minute you put down a sales motion on paper, it’s already broken. Like it’s no longer relevant, right? It’s no longer relevant because your buyer has moved on,” says Ashar Rizqi, co-founder at Bounti.ai.

In this episode of The Content Cocktail Hour, Matt Cooley and Ashar Rizqi, co-founders of Bounti.ai, break down the evolving landscape of B2B go-to-market strategies and how AI is shifting the way businesses acquire and engage customers. They share why traditional BDR motions are failing, why agility beats enterprise sales, and how their AI-powered approach is scaling smarter, not harder. They talk about the dangers of AI-generated content flooding marketing channels, why email as a sales tool might be dying, and how product-led strategies are the future of B2B growth.

In this episode, you’ll learn:

How Bounti.ai is building an alternative to enterprise sales motions
Why AI-driven content saturation could kill email and web marketing
The role of proprietary AI models in reshaping sales and marketing

Resources:

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

Explore AudiencePlus: https://audienceplus.com

Connect with Matt on LinkedIn: https://www.linkedin.com/in/matt-cooley-12b2682/

Connect with Ashar on LinkedIn: https://www.linkedin.com/in/ashar-rizqi-6614487/

Explore Bounti.ai: http://Bounti.ai

Timestamps:

(00:00) Intro

(01:06) Why traditional go-to-market strategies are broken

(04:14) The problem with forecasting in sales

(06:32) How Bounty AI automates sales prospecting and outreach

(09:46) Why AI should focus on delighting customers, not just efficiency

(14:16) The impact of AI on buyer behavior and marketing channels

(19:33) Why B2B sales needs a new model

Next Episode

The Future of AI in B2B Sales and Marketing with Garrett Scott, Bounti.ai

“You wouldn’t send your AI to a sales dinner to close a deal. You would still go, but the AI can do so much work for you to prepare and even get you that dinner.” says Garrett Scott, VP of Marketing at Bounti.ai

In this episode of The Content Cocktail Hour, Garrett Scott, VP of Marketing at Bounti.ai joins Jonathan Gandolf to discuss how AI is reshaping B2B sales and marketing. Garrett shares insights on how AI augments—not replaces—human decision-making, how Bounti.ai approaches go-to-market strategies, and why personalization and efficiency are the keys to success in the evolving AI landscape.

Garrett also dives into the practical ways AI enhances marketing workflows, from eliminating the “blank page” problem to accelerating content production, and explains why the future isn’t just about AI—it’s about the synergy between AI and human expertise.

In this episode, you’ll learn:

How AI can eliminate the “blank page” problem and accelerate content creation
Why AI should be used to augment human decision-making rather than replace it
The strategy behind Bounti.ai’s unique approach to launching multiple AI-driven brands

Resources:

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

Explore AudiencePlus: https://audienceplus.com

Connect with Garrett on LinkedIn: https://www.linkedin.com/in/garrettscott/

Explore Bounti.ai: https://bounti.ai

Timestamps:

(00:00) Intro

(01:09) AI's role in marketing

(01:56) The human touch in AI

(03:29) AI in sales and marketing

(08:13) Bounti Labs' unique approach

(13:25) Using AI in daily marketing tasks