Why B2B Marketing Needs to Get Bolder with Kristen Sesto & Heather Barnett

Kristen Sesto sits down with Heather Barnett to talk humour in B2B, stopping the scroll, and what really goes into creating content people actually want to watch.

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B2B content doesn’t have to sound like B2B content.

Heather Barnett spent 20 years working in B2B marketing before going freelance and getting back to the creative work she enjoyed most.

She has since built a name for herself creating B2B content that is sharp, funny and deliberately different from the kind of corporate content people have learned to scroll past.

In this episode, Kristen and Heather talk about why humour can be such an effective tool in B2B, how to make people stop scrolling, and why good writing still matters regardless of the format.

They also get into the realities of being a creator: learning to edit, deciding how often to post, and accepting that you can never fully predict which piece of content is going to land.

One of the biggest examples they discuss is Heather’s billboard campaign with agency Ammunition, which became her best-performing LinkedIn video.

The conversation goes behind the scenes of that partnership and explores why the strongest B2B creator collaborations still need enough creative freedom to feel human.

They also discuss the rise of dedicated and in-house content creators, whether companies should pay employees to post, and why brands need to get more comfortable taking creative risks.

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