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Best Story Wins

Best Story Wins

De : Column Five
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 Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands.

Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next level.Column Five Direction Economie Management et direction Marketing et ventes Réussite personnelle
Épisodes
  • The Secret to Building Products People Fall in Love With with Jon Howell of Ramp

    The Secret to Building Products People Fall in Love With with Jon Howell of Ramp
    Apr 30 2026
    Most brand teams talk about blurring the line between brand and product. Jon Howell has spent a decade actually doing it — at Twitch, Lyft, Robinhood, Dropbox, and now Ramp. There's a reason that line keeps surviving: most companies aren't set up to erase it. In this episode, Josh and Ross sit down with Jon Howell, who leads brand experience design at Ramp — one of the fastest-moving fintechs building right now. Jon makes the case that brand and product design aren't two lanes on the same highway; they're an infinity loop that feeds itself. He breaks down what it takes to actually build the connective tissue between those two worlds — not as a philosophy, but as a daily practice of shipping fast, reading the room, and sweating the details before the PM moves on.

    Also in this episode: • Why the "we'll polish it next cycle" myth is quietly degrading your product — and what to do before the engineer ships and moves on • How AI is making brand design more efficient and more generic at the same time, and the discipline required to use it without losing your point of view • The interpersonal moves that actually break down silos between brand and product teams — before you ever show up
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    45 min
  • The Force Multiplier Most B2B Brands Are Ignoring with Ryan Hammill of ServiceNow

    The Force Multiplier Most B2B Brands Are Ignoring with Ryan Hammill of ServiceNow
    Apr 23 2026
    B2B marketing keeps asking why it can't earn the same attention as consumer brands — then keeps writing copy that reads like a product spec sheet. The problem isn't the category. It's that most enterprise marketers confuse explanation with storytelling and call the result strategy.

    Ryan Hammill, Creative Director at ServiceNow has built campaigns that ran post-Super Bowl and earned 99th-percentile creative effectiveness scores — not by chasing flash, but by getting ruthlessly clear on what a human being actually feels when they choose enterprise software. He makes the case that cutting the B2B bullshit isn't an aesthetic choice: it's a revenue strategy. From Idris Elba to Notorious B.I.G. to the moment Taylor Swift's kiss cut to his AWS spot, Ryan explains how humanizing invisible technology at scale actually works.

    Bullet Points
    • Why the Fernando Machado 6-to-1 multiplier argument should change how every CMO thinks about creative risk — and why most don't let it
    • How ServiceNow's character-driven campaign structure borrows more from The Office than from enterprise SaaS playbooks
    • The brand-vs-demand false binary: what Airbnb's ad spend restructure teaches B2B companies about search efficiency and brand gravity
    Timestamps:
    0:42 Introduction & Ryan's Background
    1:31 From Agency to Tech: The Career Journey
    5:50 ServiceNow's Bold Brand Identity
    8:53 B2B Storytelling: Cutting Through the Jargon
    18:24 Risk-Taking and the Two-Way Door Mentality
    21:10 The AWS NFL Campaign: A Case Study
    26:14 AI, Buzzwords & Authentic Messaging
    31:39 Brand Building vs. Demand Generation
    38:19 The Emotional Intelligence of B2B Buyers
    41:18 Proudest Work & What's Next
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    46 min
  • Stop Catching Up. Start Doing Something with Asher Rumack of C5

    Stop Catching Up. Start Doing Something with Asher Rumack of C5
    Apr 16 2026
    Most B2B marketing teams are sprinting to adopt AI and landing in exactly the same place they started — more content, same forgettable results. The problem isn't the tools. It's that nobody stopped to ask what actually needed to change before reaching for them.

    In this episode, we sit down with Asher Rumack — Column Five's VP of Creative Strategy — who has spent the last year dismantling the idea that AI is a shortcut and rebuilding it as a craft. Asher makes the case that creative, strategy, and marketing have never been three different jobs, and that the agencies still pretending otherwise are going to feel it. He also breaks down why AI search is the most underpriced channel in B2B right now — and why most brands are showing up in it completely wrong.

    We also cover:
    • Why 'catching up with AI' is a trap — and the mindset shift that actually makes the tools useful
    • The specific reason your LLM search presence is probably lying to your buyers right now (and the low-effort fix)
    • Why the wild idea in the pitch deck is about to become the default — and what that means for how agencies price creative risk
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    49 min
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