Are your video marketing strategies keeping up with the latest B2B trends?

For years, we treated YouTube as the ultimate destination for B2B video. But the data from Wistia’s 2026 State of Video Report shows that B2B buyers have moved, and their headspace has shifted. If you want real results, you have to meet your audience where they are already in "work mode

In this episode of Call to Action, hosts Janet Mesh and Tucker Delaney-Wynn of Aimta chat with Sam Balter and Meg D'Alessandro from Wistia to unpack the data and actionable takeaways from the report and much more.

In this episode, you will learn:

• LinkedIn's video dominance: Why LinkedIn has officially become the #1 video channel for B2B marketers, beating out YouTube for content sharing, organic discovery, and highly targeted paid ads

  
  

• The production vs. promotion gap: A breakdown of why marketing teams spend significantly more time on creation (57%) than promotion (20%), and how AI can help streamline your post-production distribution workflows

  
  

• The webinar engagement boom continues: Why search interest in webinars has tripled since 2020 and how this format continues to achieve unmatched engagement rates

  
  

• The video-first content flywheel: Why starting campaigns with video makes downstream writing (like blogs) much easier, and how you can build confidence by testing low-stakes video updates internally

Tune in to the full episode to learn how to build a high-performing video-first flywheel, align marketing with sales through webinar engagement signals, and double your website conversions with on-page video content.

Sam Balter is Head of Content at Wistia, where he leads the team behind Wistia's blog, webinars, guides, and the annual State of Video report. He's spent his career in B2B helping brands make content that earns attention.

Meg Dalessandro is a Content Producer at Wistia, where she creates research, educational content, and video strategies that help marketers make better use of video. She works closely on Wistia’s annual State of Video Report and turns industry trends and performance data into practical advice for modern marketing teams. She’s also a firm believer that a few bad ideas are usually the fastest way to find a good one.

Resources shared in the episode:

📺Wistia's State of Video Report + Webinar

🧠 Submit a bad idea to Meg here!

🤳 Called To Action episode on LinkedIn algorithm changes: https://youtu.be/BQq0LYcj35E?si=auxMrLgOQdyFznsv

In this episode of Called to Action, Janet and Tucker break down exactly how this massive shift changes B2B brand visibility and what you need to do to stay in the game on LinkedIn, within AI chat, and the internet as a whole.

In this episode, you will learn:

✔️How LinkedIn’s 360Brew algorithm moves beyond hashtags, promotional posts, and virality to semantically understand the context and actual meaning behind your posts.

✔️Why LinkedIn now cross-references your posts with your profile's headline and work history, and why a mismatch will suppress your reach

The new engagement metrics that actually matter, such as dwell time, saves, and sends.

✔️A proven "1-2-3 combo" content strategy utilizing specific post types and LinkedIn features for high-performing content (and what is working best for Aimtal’s clients).

✔️How LinkedIn has become the number two cited source for AI search engines like ChatGPT, and how to optimize your long-form content for Answer Engine Optimization (AEO)

✔️The exact reporting strategies that will prove your LinkedIn strategy’s impact on pipeline & revenue.

It is no longer just about winning the LinkedIn feed; it is about Answer Engine Optimization (AEO) and becoming the cited authority in the zero-click search era.

Watch the full episode to discover the actionable tactics for upgrading and aligning your LinkedIn strategy.

Brand marketing is making its highly anticipated comeback.

In this episode of Called To Action, VP of Marketing at Outshift by Cisco, Leah Ryder, joins us to reveal how to construct undeniable brand authority and build category-defining campaigns in today's crowded B2B market.

If you’re struggling to prove the ROI of brand marketing within your company or are currently in the process of a rebrand at your company, Leah, Janet, and Tucker share the real data and actionable frameworks in this episode on:

📊 New 2026 data shows brand awareness campaigns are now delivering the highest marketing ROI for companies

🤝 How to effectively build trust with the 95% of your future buyers

🔬 The anatomy of a successful rebrand, featuring behind-the-scenes secrets from Trello’s integration into the Atlassian portfolio and the creation & rebrand for Outshift by Cisco

⚙️ How Outshift uses rapid AI-augmented A/B testing and approaches category creation (like the "Internet of Agents")

📣 Why supplementing traditional brand ads with employee-driven thought leadership skyrockets engagement, reach, and brand authority

Watch the full episode to discover actionable frameworks for creating and scaling your brand—whether you are a budding startup or working within a massive enterprise.

And stick around until the end to hear our hosts and guest share three specific "calls to action" you can implement immediately to transform your brand's foundation, messaging, and thought leadership strategy.

————

Leah Ryder is a seasoned brand builder and content marketing strategist who currently serves as the VP Head of Marketing at OutShift by Cisco. Leah is the creative force behind the OutShift name itself and has built the brand's comprehensive marketing engine—including its category creation strategy, website, blog, and social channels—entirely from the ground up.

Prior to her role at Cisco, Leah spent eight years at Trello, guiding the brand from its startup days through its acquisition by Atlassian. During her tenure, she eventually became the Head of Marketing, where she led the full marketing strategy and spearheaded Trello's post-acquisition rebrand to integrate it into the Atlassian portfolio while maintaining its beloved identity.

Throughout her career, which also includes freelance brand-building for smaller companies, Leah has championed a strategy that prioritizes authentic messaging and deep alignment with a company's core mission, vision, and culture. She approaches brand building like a "detective," uncovering the true ethos of a team and their products to create compelling, human-centric narratives that resonate across both scrappy startups and massive enterprise environments.