Permission to Rant

B2B video isn't new anymore. The excuse of "we're just trying it" is gone. In this episode of Permission to Rant, we get opinionated about the state of B2B video — who's raising the bar, who's not, and five commandments every brand should tattoo on their content strategy. From Corporate Natalie to ClickUp's Hollywood actors to the brands still copy-pasting movie scenes and calling it creative — no...

B2B marketers have a lot of feelings. This is that episode. In this episode of Permission to Rant, Nike and Penny discuss ten frustrations, pet peeves, and uncomfortable truths that every content marketer recognises but rarely admits. From being treated as the office arts and crafts department, to LinkedIn gurus making everything worse, to getting zero credit for the pipeline marketing spent month...

Should content marketing own MQL targets? We assigned sides, things got heated, and then they got interesting. In this episode of Permission to Rant, Thomas and Penny go head to head on one of B2B marketing's most loaded debates — whether marketing should be accountable for MQLs. Thomas is for it. Penny is against it. Nike referees. We get into what an MQL actually means, why the definition matter...

Most B2B marketers know thought leadership matters.  Few know how to actually build a program that sticks. In episode 7 of Permission to Rant , we make the case for expert-led content and EGC (employee-generated content) in an era of AI-generated everything — and walk through a practical framework for building a thought leadership program your team will actually follow. We get into how to pitch it...

Most creative ideas don't die because they're bad. They die because they were pitched wrong. In this episode of Permission to Rant, we make the case for leading with the problem, not the concept — and break down exactly how to get a brave idea approved when the room isn't convinced yet. We get into how to read your stakeholder, how to structure your pitch, and what nobody tells you about winning t...

Most content teams aren’t struggling to create.  They’re struggling to prioritise what already exists. In episode 5 of Permission to Rant , we challenge the instinct to publish more and make the case for pruning your content instead. We discuss why more content isn’t always better, how outdated blogs and overlapping topics hurt performance, why teams are afraid to delete, and how to audit, improve...

Most marketing “best practices” aren’t best. They’re just habits. In episode 4 of Permission to Rant , we call out the clown behaviour still happening across marketing, from gating content to chasing virality. We discuss why hiding value kills trust, why copying competitors just doesn’t work, why forced thought leadership falls flat, and how trying to do everything is making marketers worse at wha...

AI doesn’t fix broken marketing workflows, it exposes them. In episode 3 of Permission to Rant , we talk about the reality behind the AI hype with Contentoo’s CPO, Olivier as our first guest star. We discuss LinkedIn echo chambers, AI FOMO, why unstructured AI adoption leads to messy brand voices, and why humans still need to stay firmly in the loop. Plus: practical advice on fixing workflows befo...

Your content strategy isn’t broken. Your system is. In Episode 2 of Permission to Rant , we talk about workflows, the approvals that stall momentum, the unclear ownership that slows everything down, and the “ASAP” deadlines that in fact, aren’t actually deadlines. We discuss why 86% of marketers feel overwhelmed, why you probably don’t need a new strategy every quarter, and how good ideas die some...

Is B2B allowed to be funny? Or are we asking the wrong question? In our first episode of Permission to Rant, we unpack the internal panic that happens when you change tone, and why humour without strategy is just noise. We talk about why storytelling is suddenly back in fashion, why alignment is often code for fear, and why the best campaigns look simple but are grounded in serious thinking. If yo...