B2B buyers want control, clarity, and human connection.

In this episode, Chris Nelson talks with ReelFlow co-founder Chris Wickson about transforming static, text-heavy websites into interactive, buyer-led experiences using short, authentic video.

Chris shares his founder journey (two exits), the shift in B2B buying behaviour, and why engagement metrics like lower bounce and longer sessions matter more than chasing form-fills.

We dive into smart use cases, homepages, pricing pages, and campaign landing pages and how Real Flow approaches AI avatars with transparency and ethics.

We finish with event strategy and SaaStock Europe plans.

If you market or sell B2B, this is your playbook for building trust at scale.

Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-wickson/

ReelFlow on LinkedIn
https://www.linkedin.com/company/reelflow/

ReelFlow's Website
https://reelflow.com

Hosted by Chris Nelson, Founder of Human Video

Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-nelson-human-video/

Follow Human Video on LinkedIn
https://www.linkedin.com/company/human-video/

Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
https://www.human.video

• (00:00) - Welcome to Human Marketing & guest intro
• (01:33) - Chris Wickson’s founder journey and two exits
• (03:54) - What is Real Flow? The B2B buyer shift it solves
• (07:00) - Buyer-enablement vision and early traction on B2B sites
• (10:20) - Smart placements: homepage concierge, pricing help, and campaign landing pages
• (15:18) - Breaking through the noise with personalized video outreach
• (16:17) - The metrics that move: lower bounce, deeper sessions, and rethinking conversion
• (20:26) - Avatars in Real Flow: why add AI and how it’s used
• (30:25) - Ethics & transparency: labelling AI-assisted videos
• (33:11) - From chatbots to conversational AI: answering buyer questions in real time
• (37:25) - Events are back: in-person strategy and SaaStock plans
• (41:59) - Wrap-up and where to learn more about Real Flow

LinkedIn is evolving. In this episode, Phil Ilic from Kiin.co breaks down exactly how he grows B2B demand with an authentic, human-first approach.

We dig into what no longer works on LinkedIn (automation blasts, AI slop) and what does: a tight content cadence, warm outbound to engagers, and one killer Loom video that consistently books calls.

Phil explains why Thought Leader Ads outperform company posts, how to boost customer and community posts for powerful social proof, and the three creative buckets, Social Proof, Features/Benefits, and Education, that keep your pipeline warm.

We also talk practicalities: getting your team to post, repurposing winners, and running simple experiments that create original insights.

If you market on LinkedIn, this is your playbook.

Connect with Philip on LinkedIn
https://www.linkedin.com/in/philip-ilic/

Follow Kiin.co - LinkedIn Ads Agency on LinkedIn
https://www.linkedin.com/company/kiin-linkedin-ads/

Visit Kiin.co - LinkedIn Ads Agency's Website
https://www.kiin.co/

Hosted by Chris Nelson, Founder of Human Video

Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-nelson-human-video/

Follow Human Video on LinkedIn
https://www.linkedin.com/company/human-video/

Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
https://www.human.video

• (00:00) - Welcome & intro to Phil and Kiin Agency
• (00:35) - How Chris and Phil connected via LinkedIn social selling
• (01:31) - Phil’s LinkedIn journey, experiments & what no longer works
• (03:45) - LinkedIn’s clampdown on automation & AI spam
• (04:25) - Human vs. AI video: authenticity, “no soul” avatars
• (07:54) - The growth system: content cadence + warm outbound
• (12:21) - The Loom play: one deep-dive video that drives calls
• (15:52) - Thought Leader Ads explained (why boost people, not pages)
• (20:09) - Supercharging social proof: boosting other people’s posts
• (22:37) - Creative buckets that convert: Social proof, Features/Benefits, Education
• (31:03) - Getting teams to post: processes, goals & internal encouragement
• (35:31) - Recycling hits & running original experiments for standout content

Head of Marketing Patrick Cumming (KlientBoost) joins Chris Nelson to unpack how to market a marketing agency and why being your own ICP changes everything.

Patrick lifts the lid on KlientBoost Kitchen, a media-style engine that ships “recipe” playbooks across YouTube, podcasts, newsletters and LinkedIn carousels.

He breaks down thought leadership that links to product, when thought leader ads outperform, and why LinkedIn video needs a new playbook.

Then it gets tactical: fixing content that fails (ego vs relevance), choosing design that performs over pretty, and measuring brand with his “Measurement Trident”, media mix modelling, geo-based lift tests and validation over the right time horizon.

If you care about human-first content that still drives pipeline, this is your blueprint.

• (00:00) - Welcome to Human Marketing + Meet Patrick Cumming
• (00:53) - From Edinburgh to a US Agency: Role, remit & remote life
• (02:51) - What it’s like marketing a marketing company
• (05:41) - Inside “KlientBoost Kitchen” Playbooks as recipes
• (08:31) - Media-network approach: YouTube, podcast, newsletter, carousels
• (10:36) - Thought leadership that moves pipeline (and when to use TL ads)
• (14:34) - LinkedIn video reality check: formats, reach & what still works
• (21:19) - Why most B2B content flops: ego, relevance & actionability
• (27:22) - Design vs performance: the YouTube thumbnail showdown
• (31:00) - Brand vs attribution: educating the CEO & setting horizons
• (38:00) - The “Measurement Trident”: MMM + geo tests + validation
• (42:00) - Where to find Patrick & follow Client Boost Kitchen