Why the Best B2B Brands Are Giving Away Their Playbooks

Ramp took Tony Hawk and put him in witness protection. Wispr Flow gave away its entire paid-ads playbook. Why are the best B2B brands handing out their secrets? Ramp's "Tony Stock: Pro Trader" series hides the most famous skater alive on a Wall Street trading floor as Anthony Stock, alongside Bam Margera. It plays on the pun in Ramp's name, nostalgia for Tony Hawk's Pro Skater, and a story told across several episodes instead of one hero video. Chris breaks down the 5-step formula behind it, which is the same one he followed at ClickUp: 1. Find something your brand is already adjacent to. 2. Pick something nostalgic. 3. Ship episodes. 4. Get creators to talk about it. 5. Hire unconventional creative talent. Then Wispr Flow went the other way: 600 ads a month, and not one of them stars a celebrity. Small creators like moms and college students make at least 25 videos a month and earn 7% of the ad spend behind their videos. That means $7K for a video that gets $100K behind it. Hector, the 22-year-old who built the program, posted how he'd rebuild it in 30 days, the post hit about 2M views, and now everyone on X wants to hire him. Plus: why "any time you're making a decision out of fear, especially in marketing, it's the wrong decision," and why giving away your playbook rarely costs you anything, because so much of it comes down to execution. Chris Cunningham (one of the original team behind ClickUp, 2B+ social views) and Will McTighe (400K+ on LinkedIn) break down what B2B marketers should actually take from both playbooks. Chapters 00:00:00 Tony Hawk in witness protection?! 00:01:00 Welcome to Ep 10 + Ramp is back again 00:02:00 Ramp x Tony Hawk: the perfect pun 00:05:00 "This is marketing": our take 00:07:00 Ramp built a system, not one-offs 00:08:00 The 5-step viral B2B formula 00:10:00 Nostalgia for YOUR buyer + Wispr Flow's 600 ads/month 00:11:00 Hector, 22, goes viral 00:13:00 7% of ad spend: how the creator deal works 00:14:00 Why give away your playbook? 00:16:00 Nobody copies the execution 00:17:00 Wispr Flow's creator playbook, step by step 00:19:00 Give creators a guaranteed minimum + wrap Listen on the go Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/0344NLO... All episodes: https://www.buzzsprout.com/2634343 Mentioned in this episode Ramp's Tony Stock: Pro Trader series: https://tonystockprotrader.com/ Amber Joy Layne on writing the series for Ramp:   / amber-joy-layne-52282581_excited-to-share-...   Ramp: https://ramp.com Tony Hawk: https://x.com/tonyhawk Hector's Wispr Flow paid ads playbook: https://x.com/hectorserrranoo/status/... Wispr Flow: https://wisprflow.ai ClickUp: https://clickup.com Follow the hosts Chris Cunningham:   / chrisclickup   Will McTighe:   / will-mctighe   New episodes every week. Subscribe so you don't miss the next one. #B2BMarketing #CreatorMarketing #ContentMarketing