“B2B marketing doesn’t have to be boring”.
Says Tim on his LinkedIn bio.
And proves it with everything he does with his edutainment content.
Who is Tim Davidson?
After he finished his Undergraduate at Roberts Wesleyan College, he wanted to expand his knowledge and went to Sheffield Hallam University to get his Master’s Degree in International Marketing.
To pay for his education, he created, marketed, and managed his online retail store on eBay.
That’s where he learned a lot of SEO techniques, learned to do market research, improved his copywriting skills, and more.
This experience helped him find new job opportunities.
He worked as an ad Consultant, a PPC manager, and market research analyst at different companies.
But for the last four years Tim Davidson has worked for Directive. He started as a Senior PPC Manager and from December 2020 he took the role of a Senior Director of Marketing.
Besides working at Directive, Tim is a paid media ABM advisor for B2B SaaS companies such as TestBox.
He also creates funny videos about B2B marketing which he posts on LinkedIn where he has 16,400 followers.
Then he repurposes them on his TikTok account.
But let’s get into more details about Tim.
What makes Tim a B2B creator?
- Creating edutainment content (shorts, signature, TikTok, YouTube)
- Grabbing people’s attention (events with billboards)
- The Just do it mindset
Creating edutainment content
So far I’ve heard about creators who create videos on TikTok and repurpose them on LinkedIn like Todd Clouser or Zoë Hartsfield do, but not the other way around.
Tim creates them for LinkedIn because he knows his audience is there.
In one of his videos he says that due to the short form content he publishes he no longer needs to create a resume because people already know him and will make him offers.
So he started making these videos around two years ago when he became more intentional with his LinkedIn account.
That’s when he also started his X/Twitter account.
So let’s talk about the videos he creates.
The fruit cutting guy
Tim has a lot of videos about cutting fruit so he became known on LinkedIn as “the fruit cutting guy”.
In these videos he talks about different aspects of B2B marketing.
But why fruit cutting?
In one of his shorts he says that the fruit cutting videos don’t offer him as much engagement as the skits videos he creates, but don’t take so much time to make.
But what’s the strategy?
For him the fruit cutting videos are the equivalent of a text post.
It’s an engaging way to talk about a topic instead of just reading a post or just seeing a video with a face.
Why? Because people will follow along to see what fruit he cuts or… if he’ll cut himself by accident.
So fruit cutting has become his signature on LinkedIn in the B2B environment.
In the same video he also offers tips on how others can create a similar type of content.
Tim’s tips on creating engaging B2B short videos:
- Talk about a topic and do something that will make the viewer follow you along such as making legos, cooking, etc.
- Find something that’s easy and fun to make that so it will be easier to be consistent with it and that you will also enjoy
- And lastly, make sure you pick something that’s scalable. For instance, Tim has plenty of fruits to choose from for his videos.
When Tim doesn’t cut fruit, he creates short sketches which reminds me of Todd Clouser again.
Some of these are edutainment content where he uses storytelling techniques around B2B marketing.
He places the B2B marketing into familiar scenarios like restaurant, doctor’s office, or creates different stories to make the ideas more relatable, easier to understand, and make his audience laugh.
He publishes these videos on LinkedIn as well to his 17,000 followers and then he distributes them on TikTok as well where he has an audience of 3,787 followers.
While the engagement on TikTok is not that high, he most likely gets around 2-3 comments about the idea, on LinkedIn it’s totally different.
He created a video in his humoristic style about Chat GPT where the contestants had to figure out if the text was written by Chat GPT or by B2B.
This video had 164 likes, 40 comments, and 7 reposts.
Plus, most of the comments are from people working in the B2B environment – his target audience.
All the types of videos he creates are helping him build his personal brand.
By constantly delivering valuable and entertaining content, he establishes credibility and creates a strong connection with his community.
How does Tim measure what he creates?
He obviously measures impressions, engagements, follower growth, along with the comments he receives.
All these help him how well his content resonated with his audience.
But the real affirmation that he’s doing a great job comes from the personal interactions he gets in the DMs and at different events where people ask him questions and start off conversation based on his videos.
And he also thinks that a solidification for everything he does is the friendships he makes.
The B2B Ross
I told you that what he does reminds me a lot of Clouser and that’s because they collaborate at Hockey Stack.
Todd’s the worst marketer in the world, while Tim is the B2B Ross on a series called “How Times Change with B2B Ross”.
The series has a nostalgic ambiance and is set with vintage elements like the appearance of a classic Play button, the display of the time and date, creating a throwback feel.
His character has a distinct 70’s style, providing insightful reflections on the evolution of B2B marketing from yesteryears to the present day.
The unique approach is offered by integrating Ross’ passion for painting into the narrative.
While he discusses B2B marketing concepts he created billboards with the core message of each topic captivating the attention of the audience who wants to see the final message.
Grabbing people’s attention
Tim is great at grabbing people’s attention.
Besides his videos about fruit cutting where he simply nails it, he knows how to catch the attention at events as well.
The billboard sign
Do you remember the dude with the sign? If not, go refresh your memory.
Tim took this idea to the B2B marketing events.
We can say he’s the dude with the B2B sign.
On a LinkedIn post he says that holding signs at B2B events “It’s awkward, weird, scary but also fun”.
In this post he also shares his internal dialogue from self-doubt to practical concerns.
Some of the B2B creators really like Tim’s signs so they created signs as well tagging Tim in all their posts.
Tim was actually surprised as he did not see this coming.
But why does he hold these at events?
Tim went to eleven B2B events in 2024, but he hardly attended any sessions, but he did talk to a lot of marketers.
The reason he’s holding these cardboard signs is to grab attention and invite people to talk about the topic mentioned on the sign.
In this way he enriches his knowledge by having conversations and grows his network.
With the signs he’s challenging the status quo of B2B events because he wants marketers and salespeople to be more innovative.
The B2B event booths
Speaking of event booths, Tim made a lot of videos where he comes and steals booth’s for his fruit cutting videos.
In one of his LinkedIn posts he says that he has zero problems with the booth itself even though some of them cost more than $125,000.
His real problem is with how B2B companies use these booths.
They all use the same approach and come with no innovation.
Tim suggests incorporating an element of fun into the booth strategy, challenging the norm in B2B event participation.
Why? Because people rarely go to these events to purchase the products immediately so you have to offer them something memorable.
Marketers should show their creativeness.
The Just do it mindset
Tim tried to create on LinkedIn two times and saw no traction, but then he tried again and found a sweet spot.
Most of his videos are just him alone because even though he’s really appreciated by his community still feels embarrassed to film himself even in front of his wife.
So why does he create videos?
He embraced this Just do it attitude.
Meaning, if you post a video or write something but it doesn’t get any traction, don’t stop, just keep doing it.
People won’t remember that you made something that was not memorable.
But if you continue to post texts or videos, you will be better and comfortable at what you do.
People will soon interact with what you post and leave you feedback which will also help you improve your process and shape your personal brand.
In an interview, Tim said that when he creates contrarian videos especially about sales he often gets comments from sales people who are not quite happy with what he says and they start to explain their point of view.
Tim sees this as an opportunity to learn other people’s processes, to better understand how people think, and obviously takes it as feedback on how to make his content better.
These videos also get a lot of views and engagement.
What are the challenges of B2B creators from Tim’s perspective?
In an interview, Tim talked about B2B creators and influencers.
He notes that personal branding has always played a significant role in B2B, especially for high-profile roles such as the Chief Marketing Officer (CMO) at companies like HubSpot.
Tim saw an increasing reliance on personal brands of CEOs in the B2B space.
Companies are now being constructed around the strong personal brands of their chief executives, who actively engage with audiences by posting content on various social media platforms.
This trend is contributing to the growing importance of influencer marketing within the B2B domain.
Tim also identifies specific challenges associated with influencer marketing in B2B, with a primary focus on tracking and attribution.
If B2C transactions can be easily traced back to an influencer’s promotion through a single purchase, B2B transactions involve more stakeholders and a longer sales cycle.
This complexity makes it more difficult to directly attribute results to influencer campaigns.
There is also a distinction between B2B and B2C with regard to the value placed on untrackable brand building.
In B2C, brands often understand the significance of brand building, even when not immediately tied to revenue, due to the influence of traditional advertising.
But in B2B, there is less emphasis on this type of untraceable brand building.
Tim also believes B2B influencers may encounter difficulties in pricing their services or collaborating with brands, as the B2B influencer market is still in its early stages.
What can B2B creators learn from Tim?
You’re never too late to start something
If you think that the days when you can start posting on LinkedIn or any other social media are over, Tim begs to differ.
He started to be more intentional with LinkedIn two years ago.
He did not plan to grow a massive following, he wanted to talk about what he knows with a twist.
And the benefit of starting a personal brand is not in the number of followers you gain, it’s in the network you can make and in the new opportunities that may come your way.
Just post and stick with it
Tim says that everything that is to know about B2B marketing is already all over social media and on the internet.
But what matters is how you present what you like. Show people your perspective.
That’s how you differentiate yourself from the rest.
And if you are afraid that people won’t engage with your post, just keep posting.
Being consistent will make you better.
Measure beyond metrics
While Tim tracks metrics like impressions and engagements, he highlights the real value lies in personal interactions.
Direct messages, questions, and conversations sparked by his content contribute to his affirmation, emphasizing the qualitative impact.
So next time you think of the connections you gain, and the opportunities that come your way.
Tim Davidson is a great example of breaking the mold.
He finds a way to entertain people, educate them, and come up with innovative and creative ideas to capture attention both online and off.
I’m curious what comes next because he made it clear in his last video that something’s cooking.