Shots of Wisdom

Shots of Wisdom brings you strategic conversations with B2B marketing leaders who are driving real growth. From CMOs to VPs of Marketing, we explore the tactics, challenges, and insights behind successful B2B marketing strategies. Whether you're scaling paid media, building content engines, or navigating complex sales cycles, these conversations deliver actionable wisdom for marketing professionals. Hosted by Macloud Moyo, founder of Humble Roots Agency.

Shots of Wisdom is a business podcast hosted by Macloud Moyo, with 18 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Macloud Moyo hosts Shots of Wisdom, a business show with 18 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #17

  £350M in 4 Years: Charlie Gilbert on Repositioning Volt's Brand (And Convincing His Founder)

  Jan 27, 202655 min

  Charlie Gilbert scaled Volt from five people to a £350 million fintech in four years. The secret? Completely repositioning the brand—against his founder's original vision. WHAT'S INSIDE: → Repositioning an "alpha male" brand to become customer-relevant→ Why Visa and MasterCard are an invisible duopoly nobody questions→ How £500K Rolex purchases prove open banking's real opportunity→ Press releases on LinkedIn that render MQLs defunct→ The Australian campaign that got absolutely hammered→ Why posting frequency advice is complete BS→ Character skits with wigs: making payments entertaining→ Ditching HubSpot for an 85% cheaper alternative→ Where to invest £250K: high-production ABM video KEY TAKEAWAYS: → Brand promise must be separate from brand vision→ B2B2C requires thinking beyond senior decision makers→ High-value transactions (£60K-£500K+) where cards fail→ Content meaningfulness beats posting frequency→ Competitive switching on infrastructure quality defines 2025→ FinTech's chronic problem: can't articulate what products do Charlie brings refreshingly honest takes on founder relationships, failed campaigns, and why the payments community is surprisingly collaborative despite being competitors. GUEST BIO: Charlie Gilbert is Head of Brand and Communications at Volt, a real-time payments company. He joined in 2021 as content lead with five people around a table and helped scale to £350M Series B across 33 markets. Known for character skits on LinkedIn (with wigs), Charlie studied journalism but found content marketing more financially viable in 2008. CONNECT WITH CHARLIE: LinkedIn: https://www.linkedin.com/in/charlie-gilbert Volt: https://volt.io CONNECT WITH MACLOUD: LinkedIn: https://www.linkedin.com/in/macloudmoyo Agency: https://humbleroots.agency ABOUT SHOTS OF WISDOM: Monthly conversations with B2B marketing leaders who are actually moving the needle. Hosted by Macloud Moyo, founder of Humble Roots Agency.

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  Episode #16

  How Ecommpay Turned Accessibility Into Their Competitive Advantage in Payments | Alina Serous

  Dec 16, 202557 min

  Alina Serous, Head of Digital Marketing at Ecommpay, reveals the shocking accessibility gap costing payment companies millions - 70% of visitors leave if payment pages aren't accessible, and 90% will never come back. Alina breaks down how Ecommpay turned accessibility into a competitive weapon against bigger players, why "AI-powered" has become a meaningless hygiene factor (everyone uses ChatGPT), and the hyper-personalisation project that took 6 months for just a 1% increase. We cover competing when Stripe has 100x your budget, the AI tools that actually work versus the hype (Dojo AI for analysis), why B2B attribution obsession splits teams, LinkedIn ads as brand building not direct response, and why fintech needs to steal B2C's micro-influencer playbook. Plus: Working with CMO Miranda McLean, competitor messaging gap analysis for quick wins, B2C vs B2B frequency cap differences, and completing an MBA while working full-time. WHAT'S INSIDE: Accessibility revenue leak: 70% leave, 90% never return David vs Goliath: Competing against Stripe/Adyen without deep pockets Why "AI-powered" lost all meaning in fintech marketing Hyper-personalization failure: 6 months work, 1% increase over 2 years Dojo AI practical use for morning analysis and competitor gap analysis Attribution reality check: Focus on YoY growth, not perfect tracking LinkedIn ads for brand building, not clicks/conversions B2C techniques fintech should adopt: Micro-influencers and communities Why bigger players can't cater to specific merchant needs How to prove MarTech ROI without stacking 200 tools KEY TAKEAWAYS: → Accessibility Revenue Impact: 70% leave inaccessible payment pages, 90% never return. Massive revenue leak most ignore → AI Hygiene Factor: "AI-powered" meaningless when everyone claims it because team uses ChatGPT. Focus on actual capabilities → Hyper-Personalisation Warning: 6 months building proprietary system = 1% increase over 2 years. Don't jump on every trend → Early Engagement Strategy: Capture buyers BEFORE they explore alternatives where bigger competitors dominate → Attribution Sanity: Biggest indicator is YoY growth. Perfect attribution obsession splits teams (sales vs marketing vs product) → LinkedIn Brand Building: Don't expect clicks. Expect better website engagement and organic lift after campaigns → Competitor Gap Analysis: Give AI 30 competitors, ask what messaging gap nobody's covering. Results in 2-3 days GUEST BIO: Alina Serous is Head of Digital Marketing at Ecommpay, managing the digital buyer's journey from visibility to retention for enterprise payment processing clients. 8+ years in digital marketing, recently completed MBA while working full-time. Works under CMO Miranda McLean, instrumental in Ecommpay's accessibility positioning through "Ecommpay for Good" program. Find Alina:LinkedIn: https://www.linkedin.com/in/alinaserous Ecommpay: https://ecommpay.com ABOUT SHOTS OF WISDOM: Strategic insights from B2B fintech marketing leaders who are moving the needle. Hosted by Macloud Moyo, founder of Humble Roots Agency - helping fintech companies map buying committees and run paid media that targets decision makers. Connect with Macloud:LinkedIn: https://www.linkedin.com/in/macloudmoyo Website: https://humbleroots.agency New episodes monthly. SPONSOR: This episode is brought to you by Humble Roots Agency. If you're a fintech CMO or Head of Growth struggling with attribution, buying committee mapping (6-8 stakeholders, 6-12 month cycles), or ABM campaigns that drive pipeline - we've developed "Buying Committee Intelligence" methodology for fintech subverticals and financial services. We work exclusively with Series A-C fintech companies (£3M-£30M ARR). Book your free 15-minute B2B Paid Media Audit: https://humbleroots.agency Subscribe for monthly B2B fintech marketing conversations.

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  Episode #15

  How StoreHub Gets 99% Inbound Leads And Saved 2 Jobs with AI | Jonathan Nyst

  Nov 25, 20251h 4m

  Jonathan Nyst, Head of Marketing at StoreHub, reveals how they built one of Southeast Asia's most efficient B2B engines - 99% inbound leads at a cost per SQL unlike anything in traditional B2B SaaS.Jonathan breaks down the exact 4-layer funnel strategy driving thousands of SQLs monthly, how they saved 2 full-time employees in 3 months with AI workflow mapping, and why "head of social media means jack shit" when you should structure around business outcomes.Plus: The POP storytelling framework, why being an outsider forced better fundamentals, goal-setting that actually works, and why B2B will embrace the creator economy.WHAT WE COVER- The 4-layer funnel behind 99% inbound leads- Saving 2 FTE with AI workflow mapping (not hype)- Why "head of social media means jack shit"- POP storytelling framework for everything- Being an outsider = competitive advantage- Hyper-localisation across Southeast Asia- Goals must be scary, exciting, and important- Vulnerable leadership & proactive salary talks- Competing on value vs price- Marketing bet that failed: The podcast experiment- B2B will leverage creators like B2CKEY TAKEAWAYS✓ 4-Layer Funnel: Signals → Lookalike → Remarketing → Aggressive remarketing. Match content to buyer stage✓ AI That Works: Map workflows where human touch doesn't add value. StoreHub saved 2 FTE in 3 months on 18-person team✓ Structure Around Outcomes: Market share, lifetime value, perceived value. Not vanity metrics like views✓ POP Framework: Problem (relatable) → Opportunity (what if?) → Practical steps → Promise. Works for emails to decks✓ Scary Goals Drive Growth: "How the fuck am I doing this?" + Exciting + Important for company = engaged team✓ Features → Outcomes: SMB owners don't care about "cloud-based." They care about "finally take holidays"GUEST BIOJonathan Nyst is Head of Marketing at StoreHub (18,000+ merchants across Malaysia, Philippines, Thailand). Former journalist/war photographer who accidentally fell into marketing 13+ years ago. Known for contrarian takes on org structure and building 99% inbound B2B engines.Find Jonathan:LinkedIn: https://www.linkedin.com/in/jonathannystStoreHub: https://www.storehub.comPodcast Info:Shots of Wisdom is a B2B marketing podcast where we have unfiltered conversations with marketing leaders about what's actually working right now in brand, demand, and leadership. Hosted by Macloud Moyo, founder of Humble Roots Agency - helping fintech companies map buying committees and target decision makers through paid media. Connect with Macloud: LinkedIn: https://www.linkedin.com/in/macloudmoyo/ Humble Roots: https://www.humbleroots.agencySponsor:This episode is brought to you by Humble Roots - a B2B fintech paid media agency helping companies with £3M+ ARR stop wasting ad budget on broad targeting by mapping actual buying committees and reaching the influencers who really move deals forward, not just the decision makers everyone else is chasing.🔔 New episodes monthly#B2BMarketing #LeadGeneration #InboundMarketing #AIMarketing #SaaS #StoreHub #MarketingStrategy #B2Bpaidmedia #b2bperformancemarketing

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  Episode #14

  The Reddit Gold Mine B2B Marketers Are Completely Ignoring: Alvin Gunputh, Thredd

  Oct 28, 202555 min

  Alvin Gunputh, Digital Marketing and Social Media Manager at Thredd, has a unique background - former police officer turned fintech marketer who brings structured frameworks to creative chaos. In this conversation, we explore why he'd choose organic over paid media, the Reddit gold mine B2B marketers are ignoring, and why AI-generated content makes him cringe. Plus, he shares an honest campaign failure story and reveals the employee advocacy program he's building at Thredd. What We Cover: • Why AI-generated content floods B2B feeds but fails to engage • The truth about LinkedIn engagement farming and why it looks desperate • How his police officer framework thinking shapes marketing processes • Why he'd pick organic over paid media (and what that means for strategy) • The Reddit discovery moment that proved dark social's value for B2B • His biggest B2B campaign failure and what he learned from it • Why brands trying too hard to be comical on LinkedIn misses the mark • Quality vs quantity when scaling B2B social content • The 442 employee advocacy framework (4 months, 4 people, 2 pillars, 2 posts/week) • Current tests: Instagram/TikTok for B2B fintech and thought leadership ads • Why most B2B companies throw money at LinkedIn without proper researchKey Takeaways: ✓ How to use Reddit for authentic brand research and discovery ✓ Framework approach to crisis communications and campaign management ✓ Why organic content requires more strategic thinking than paid ✓ Building employee advocacy programs that actually work ✓ Regional budget allocation strategies for global LinkedIn campaigns ✓ The importance of processes and frameworks as you move up in marketing Guest Bio: Alvin Gunputh is the Digital Marketing and Social Media Manager at Thredd, a fintech company operating in the payments space as an issuer processor. With 13 years of experience in social and digital marketing, Alvin brings a unique perspective shaped by his background as a former police officer and UEFA qualified football coach. He's responsible for Thredd's social media strategy, content creation, SEO integration, and launching their employee advocacy program. Connect with Alvin: LinkedIn Thredd Website Connect with Macloud: LinkedIn Humble Roots Website Podcast Info: Shots of Wisdom is a B2B marketing podcast where we have unfiltered conversations with marketing leaders about what's actually working right now in brand, demand, and leadership. No nonsense, no theory - just battle-tested strategies and honest insights you can implement this week. Sponsor: This episode is brought to you by Humble Roots - a B2B fintech paid media agency helping companies with £3M+ ARR stop wasting ad budget on broad targeting by mapping actual buying committees and reaching the influencers who really move deals forward, not just the decision makers everyone else is chasing.

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  Episode #12

  Why 98.5% of ABM Programs Are Failing: Fullfunnel.io, Andrei Zinkevich

  Sep 30, 202556 min

  Andrei Zinkevich has spent 20 years in enterprise sales and marketing, and he's got some uncomfortable truths about why your ABM program is probably failing. In this conversation, we dive deep into his controversial claim that 98.5% of marketers are dissatisfied with their ABM performance, why lead generation isn't actually marketing, and how the industry's obsession with AI automation is creating more problems than solutions.What We Cover:• Why 98.5% of ABM programs fail (and the real data behind this claim)• The "B2B marketing suicide spiral" created by demand waterfall thinking• Why lead generation ≠ marketing and what this means for your strategy• The dark truth about AI automation claims on LinkedIn• How ABM vendors are selling false promises to desperate marketers• Where paid media actually fits in account-based strategies• Football lessons that shaped his business philosophy• His 8-pillar ABM framework and which pillar companies always skip• One 30-day tactic to accelerate enterprise pipeline velocity• Why targeting champions beats chasing C-suite executivesKey Takeaways: ✓ The fundamental problems with linear buyer journey assumptions ✓ How to build cross-functional ABM teams that actually work ✓ Why relationship-building still beats automation in enterprise sales ✓ Practical frameworks for account selection and engagement ✓ The real role of technology in successful ABM programs.Guest Bio: Andrei Zinkevich is co-founder of Fullfunnel.io, an ABM and B2B demand generation consultancy working with B2B tech companies with high ACV products and long sales cycles. With almost 20 years in enterprise sales and marketing, plus 6 years running his own consulting company, Andrei has built a reputation as one of the most contrarian voices in B2B marketing. His frameworks have helped GTM teams drive enterprise pipeline and revenue through holistic account-based marketing and demand generation programs.Connect with Andrei: LinkedIn: https://www.linkedin.com/in/azinkevich/Website: https://fullfunnel.ioConnect with Macloud: LinkedIn: https://www.linkedin.com/in/macloudmoyo/ Humble Roots Agency: https://humbleroots.agencyPodcast Info: Shots of Wisdom is a B2B marketing podcast where we have unfiltered conversations with marketing leaders about what's actually working right now in brand, demand, and leadership. No fluff, no theory - just battle-tested strategies and honest insights you can implement this week.

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