In this episode of B2B Marketing Pint, Brendan & Brian sit down with Jim Shields—award-winning filmmaker, storyteller, and the creative force behind The Inside Man and Restricted Intelligence—to unpack what B2B marketers can learn from entertainment.
Jim has spent decades proving a simple point: people don’t stop being human at work. And yet, most B2B marketing still plays it safe, leading with information instead of connection.
This conversation digs into why that approach fails—and what to do instead.
You’ll hear how storytelling, humour, and character-driven content can cut through crowded markets, create emotional connection, and ultimately drive better marketing outcomes. Jim also shares how to sell bold creative ideas internally, avoid “watered-down” content, and build campaigns that audiences actually want to watch.
If your marketing feels like it’s blending in instead of standing out, this episode will challenge how you think about content—and what it takes to make people care.