In this episode of Human Marketing, Chris Nelson chats with Sam Balter, Head of Content at Wistia, about how video marketing is evolving and why staying human matters more than ever.

From Sam’s early days at HubSpot and ZoomInfo to leading content at Wistia, this episode covers the rise of remote production, the impact of AI on video workflows, and Wistia’s game-changing AI dubbing feature.

They also unpack key insights from Wistia’s State of Video report, including why short-form engagement is dropping and how to scale trust globally with video.

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Wisita 2025 State of Video Report

Hosted by Chris Nelson, Founder of Human Video

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• (00:01) - Sam Balter Joins: From HubSpot to Wistia
• (02:30) - Discovering Content by Accident: Sam’s Podcast Breakthrough
• (07:00) - Pandemic Pivots: How Remote Work Changed Video Forever
• (12:30) - Building High-Impact Content Teams in a Hybrid World
• (15:00) - Inside Wistia’s Content Strategy: Webinars, Blogs & More
• (19:00) - Wizards, Guides, and Differentiation: Making Memorable Content
• (22:00) - Product Marketing at Speed: Wistia’s Trimester System
• (25:30) - Key Findings from Wistia’s 2025 State of Video Report
• (30:00) - The Truth About Video Engagement and Short-Form Fatigue
• (33:00) - How AI Is (Really) Being Used in Video Production
• (36:00) - Game-Changer: AI Video Dubbing and Language Localisation
• (45:00) - Final Thoughts: Making Videos That Actually Feel Human

What does it take to humanise a deeply technical B2B product?

In this episode of Human Marketing, Juliana Kelly, VP of Growth Marketing at Cloudsmith and former HubSpot and Recorded Future leader, joins Chris Nelson to break it down.

Juliana shares her journey through demand gen, navigating a pandemic-era pivot, and her strategies for making developer-focused SaaS resonate on a human level.

From building trust with video to leveraging AI without losing soul, this episode is packed with insights for marketers navigating the future of tech, content, and authenticity.

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Hosted by Chris Nelson, Founder of Human Video

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Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video

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• (00:01) - From HubSpot to Cloudsmith: Meet Juliana Kelly
• (06:14) - Pandemic Pivots and Adapt 2020
• (10:45) - Redefining Demand Gen for a Changing World
• (11:57) - Humanising a Deep-Tech SaaS Product
• (16:34) - Finding Customer Pain Points Internally
• (20:35) - Why B2B Needs Bold Video: Lessons from Wistia
• (26:30) - Authenticity vs AI: How to Stand Out in a Synthetic World
• (32:06) - How to Use AI Right, Without Losing the Human
• (34:39) - The New Metrics: SEO, ChatGPT & LLMs in Marketing
• (35:40) - Stop Talking About Your Product: Real Thought Leadership Strategy
• (38:30) - Building Trust Before the Pitch: Smarter Content Plays

In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert.

Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows.

From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world.

Connect with Toni Hopponen on LinkedIn

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Hosted by Chris Nelson, Founder of Human Video

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Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video

Learn more at Human Video's Website

• (00:01) - From DMs to Podcast: Meet Toni Hopponen
• (01:30) - Building Flockler: 13 Years of User-Generated Content Innovation
• (06:14) - Scaling Without a Sales Team: SEO, Content, and Founder Hustle
• (12:00) - Why Founder-Led Sales Doesn’t Scale, and What to Do Instead
• (16:05) - The Flockler Exit: Walking Away and What Came Next
• (23:06) - Landing Rabbit Is Born: From Personal Pain Point to Product Vision
• (28:30) - Humanising Landing Pages: Trust, Design, and Real Stories
• (34:00) - Why Video Testimonials Work, and How to Use Them Right
• (43:37) - Who’s Landing Rabbit For? SaaS Marketers, Agencies & Lean Teams
• (47:30) - Founder-Led Marketing: LinkedIn Strategy, SEO and Warm Conversations
• (54:50) - Trust at Scale: Why Small Teams with Big Hearts Will Win