Shots of Wisdom

Alvin Gunputh, Digital Marketing and Social Media Manager at Thredd, has a unique background - former police officer turned fintech marketer who brings structured frameworks to creative chaos. In this conversation, we explore why he'd choose organic over paid media, the Reddit gold mine B2B marketers are ignoring, and why AI-generated content makes him cringe. Plus, he shares an honest campaign failure story and reveals the employee advocacy program he's building at Thredd.What We Cover:• Why AI-generated content floods B2B feeds but fails to engage• The truth about LinkedIn engagement farming and why it looks desperate• How his police officer framework thinking shapes marketing processes• Why he'd pick organic over paid media (and what that means for strategy)• The Reddit discovery moment that proved dark social's value for B2B• His biggest B2B campaign failure and what he learned from it• Why brands trying too hard to be comical on LinkedIn misses the mark• Quality vs quantity when scaling B2B social content• The 442 employee advocacy framework (4 months, 4 people, 2 pillars, 2 posts/week)• Current tests: Instagram/TikTok for B2B fintech and thought leadership ads• Why most B2B companies throw money at LinkedIn without proper researchKey Takeaways: ✓ How to use Reddit for authentic brand research and discovery ✓ Framework approach to crisis communications and campaign management ✓ Why organic content requires more strategic thinking than paid ✓ Building employee advocacy programs that actually work ✓ Regional budget allocation strategies for global LinkedIn campaigns ✓ The importance of processes and frameworks as you move up in marketingGuest Bio: Alvin Gunputh is the Digital Marketing and Social Media Manager at Thredd, a fintech company operating in the payments space as an issuer processor. With 13 years of experience in social and digital marketing, Alvin brings a unique perspective shaped by his background as a former police officer and UEFA qualified football coach. He's responsible for Thredd's social media strategy, content creation, SEO integration, and launching their employee advocacy program.Connect with Alvin: LinkedIn Thredd WebsiteConnect with Macloud: LinkedInHumble Roots Website Podcast Info: Shots of Wisdom is a B2B marketing podcast where we have unfiltered conversations with marketing leaders about what's actually working right now in brand, demand, and leadership. No nonsense, no theory - just battle-tested strategies and honest insights you can implement this week.Sponsor: This episode is brought to you by Humble Roots - a B2B fintech paid media agency helping companies with £3M+ ARR stop wasting ad budget on broad targeting by mapping actual buying committees and reaching the influencers who really move deals forward, not just the decision makers everyone else is chasing.

Andrei Zinkevich has spent 20 years in enterprise sales and marketing, and he's got some uncomfortable truths about why your ABM program is probably failing. In this conversation, we dive deep into his controversial claim that 98.5% of marketers are dissatisfied with their ABM performance, why lead generation isn't actually marketing, and how the industry's obsession with AI automation is creating more problems than solutions.What We Cover:• Why 98.5% of ABM programs fail (and the real data behind this claim)• The "B2B marketing suicide spiral" created by demand waterfall thinking• Why lead generation ≠ marketing and what this means for your strategy• The dark truth about AI automation claims on LinkedIn• How ABM vendors are selling false promises to desperate marketers• Where paid media actually fits in account-based strategies• Football lessons that shaped his business philosophy• His 8-pillar ABM framework and which pillar companies always skip• One 30-day tactic to accelerate enterprise pipeline velocity• Why targeting champions beats chasing C-suite executivesKey Takeaways: ✓ The fundamental problems with linear buyer journey assumptions ✓ How to build cross-functional ABM teams that actually work ✓ Why relationship-building still beats automation in enterprise sales ✓ Practical frameworks for account selection and engagement ✓ The real role of technology in successful ABM programs.Guest Bio: Andrei Zinkevich is co-founder of Fullfunnel.io, an ABM and B2B demand generation consultancy working with B2B tech companies with high ACV products and long sales cycles. With almost 20 years in enterprise sales and marketing, plus 6 years running his own consulting company, Andrei has built a reputation as one of the most contrarian voices in B2B marketing. His frameworks have helped GTM teams drive enterprise pipeline and revenue through holistic account-based marketing and demand generation programs.Connect with Andrei: LinkedIn: https://www.linkedin.com/in/azinkevich/Website: https://fullfunnel.ioConnect with Macloud: LinkedIn: https://www.linkedin.com/in/macloudmoyo/ Humble Roots Agency: https://humbleroots.agencyPodcast Info: Shots of Wisdom is a B2B marketing podcast where we have unfiltered conversations with marketing leaders about what's actually working right now in brand, demand, and leadership. No fluff, no theory - just battle-tested strategies and honest insights you can implement this week.

Katie Hayes from Ozone API reveals why FinTech marketing language is fundamentally broken and what to do about it.Key insights:Why "open banking" needs a complete rebrandThe spray & pray mistake burning marketing budgetsHow to market to developers AND commercial teamsWhy regulatory compliance is your competitive advantageAI co-pilot strategies that actually workKatie drops truth bombs about B2B FinTech marketing, work-life balance with twins, and why the FinTech community is surprisingly collaborative.Connectwith Katie: LinkedIn: https://www.linkedin.com/in/katiejayhayes/Ozone API: https://ozoneapi.comConnectwith Macloud:LinkedIn: https://www.linkedin.com/in/macloudmoyo/ Agency: https://humbleroots.agencyMonthly conversations with B2B marketing leaders who are actually moving the needle.

Elfried Samba is the Head of Digital Community at Gymshark - Gymshark are one of the fastest growing and most recognisable fitness apparel and accessories brands, supported by over 5 million highly engaged social media followers and customers in 100’s of countries. Instagram - https://www.instagram.com/elfriedsamba/ LinkedIn - https://uk.linkedin.com/in/elfried-samba-1a258234 If you enjoyed this episode please subscribe/follow for more podcasts every Wednesday and audio clips. I really appreciate you taking the time to listen to these awesome stories and hope you get some value out of them. Drop me a message or comment on the following: Instagram - www.instagram.com/macloudmoyo/ Twitter - twitter.com/MacloudMoyo Facebook - www.facebook.com/Macloud-Moyo-381214185678724/ LinkedIn - www.linkedin.com/in/macloudmoyo/

Hugh Thomas is the CEO & Co-Founder of Ugly Drinks - Ugly Drinks is a range of 100% natural fruit infused sparkling waters with no sugar, no sweeteners, no calories and no artificial ingredients. Instagram - www.instagram.com/uglyhugh/ Twitter - twitter.com/uglyhugh Facebook - www.facebook.com/uglyhugh LinkedIn - www.linkedin.com/in/hwthomas/ Website - uglydrinks.co.uk/ Instagram - www.instagram.com/uglydrinks_uk/ If you enjoyed this episode please subscribe/follow for more podcasts every Wednesday and audio clips. I really appreciate you taking the time to listen to these awesome stories and hope you get some value out of them. Drop me a message or comment on the following: Instagram - www.instagram.com/macloudmoyo/ LinkedIn - www.linkedin.com/in/macloudmoyo/ Twitter - twitter.com/MacloudMoyo Facebook - www.facebook.com/Macloud-Moyo-381214185678724/