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The Changemakers

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The Changemakers
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  • Mastering B2B messaging magic: Chris Silvestri, Conversion Alchemy
    Our guest on this episode of The Changemakers is Chris Silvestri, also known as The Conversion Alchemist.With a background as a software engineer in industrial automation, Chris made a sharp turn into digital marketing, bringing a unique perspective to his work as a SaaS message-market fit specialist and conversion copywriter for B2B SaaS brands like Moz since 2016.Chris explains to Dave why Series A to C companies often struggle to differentiate their messaging and get lost in the crowd, detailing how his work helps them stand out by making their value impossible to ignore. He clarifies the crucial distinctions between positioning, messaging, and copy, highlighting the common pitfalls of skipping vital research and strategy steps.Dave and Chris discuss the typical mistakes B2B tech companies make in their messaging, such as lacking a unique point of view, failing to address different personas within the decision-making unit, and leading with "what you are" instead of "what people need,".Finally, Chris discusses the transformative impact of AI tools on his approach, from research to copy generation and even synthetic user testing.Timestamps:00:00 Introduction to the Change Makers Podcast00:58 Introducing Chris Silvestri and Conversion Alchemy01:32 Diving into Messaging Strategies07:33 Challenges and Mistakes in B2B Messaging10:28 Effective Messaging and Copywriting18:21 Companies Excelling in Messaging22:24 Building a Brand Through Messaging23:20 Research Framework for Messaging Strategy24:01 Gathering and Analyzing Data25:18 Understanding User Experience and Qualitative Data31:21 Evaluating and Testing Messaging Effectiveness33:03 The Role of AI in Messaging Strategy40:37 Conclusion and Final ThoughtsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️
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  • Making in-house a home: David Wall, Tines
    In this episode of The Changemakers, Dave is joined by David Wall, Creative Director at Tines and President of the Institute of Designers in Ireland.David shares his unique career trajectory, moving from agency and independent studio practice to leading in-house brand design for a fast-growing tech company. He delves into the parallels between running a boutique studio and his current role at Tines, emphasising the ownership and learning opportunities inherent in both.David also discusses what drew him to Tines – a workflow automation and AI orchestration platform – and how their brand messaging stands apart in the cybersecurity space by focusing on the positive outcomes of automation. We explore Tines' culture of empowering designers with significant autonomy, where collaboration means seeking meaningful input rather than permission, and how this fosters rapid progress and innovation. David also sheds light on the seamless integration between brand and product design at Tines, highlighting shared goals for design quality and the benefits of close proximity to product development. He underscores how design's value is deeply ingrained in Tines' leadership, evident from their earliest hires.For agency creatives considering an in-house role, David offers practical advice on assessing organisational structure and ensuring design has a strong voice. Finally, he shares insights into his impactful work with the Institute of Designers in Ireland (IDI), where he champions design advocacy and policy.Timestamps:00:00 Introduction to the Podcast00:53 Guest Introduction: David Wall from Tines01:12 Meeting at RSA Conference01:42 David's Transition from Agency to In-House02:06 Brand and Product Design Collaboration06:06 David's Role and Responsibilities at Tines12:25 The Importance of Autonomy in Design19:11 Leadership and Design Culture at Tines32:18 Advice for Designers Moving In-House41:36 Involvement with the Institute of Designers in Ireland (IDI)44:16 Conclusion and Final ThoughtsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️
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  • The inseparable link between brand and product design: Rachel Gogel, Creative Executive Consultant
    In this episode of The Changemakers, Dave chats with Rachel Gogel, a seasoned creative executive consultant. Having built brands at titans like The New York Times, Meta, and Airbnb, Rachel knows a thing or two about transforming brand from a 'nice-to-have' into a vital business engine, and dives into her diverse career journey, from her graphic design roots to her current role as a fractional design leader and educator.For creative leaders, Rachel offers invaluable advice on getting brand taken seriously. She champions speaking the language of business, focusing on metrics like user retention and conversion rates rather than just aesthetics. And she passionately champions in-product brand experiences, explaining how a strong brand isn't just about aesthetics, but about creating seamless, intuitive interactions within the product itself.Drawing on her experiences, Rachel shares how to speak the language of executives, connecting brand initiatives to tangible outcomes like user retention, conversion rates, and lifetime value. She also shares the story behind her recent SXSW London panel, "Crafting Magic: The Art of Product", featuring fellow design leaders from Dropbox, Slack and Anthropic.The conversation also explores the unique brand approach at Airbnb, where design and brand are valued from the very top. Rachel explains how to scale brand across diverse organisations, stressing that strong relationships and clear roles trump rigid org charts. She tackles the tricky balance of maintaining consistency while allowing teams to move fast.Finally, we get into practical tips for leaders navigating competing priorities, including internal education, piloting ideas, and the power of user research in validating branded moments. Ultimately, Rachel advocates a powerful mindset shift: moving beyond brand as decoration to brand as experience, recognising that product and brand are inseparable in the user's mind.Timestamps:00:00 Introduction and Welcome Rachel Gogel01:52 Rachel's Diverse Career Journey and Fractional Leadership06:50 SXSW London Panel: In-Product Brand Experiences10:30 Advocating for Brand with Executive Teams13:14 Brand as a Business Critical Function: Lessons from NYT & Meta20:00 The Airbnb Approach to Brand and Design26:22 Scaling Brand Across Organisations and Best Practices34:10 Essential Qualities for Creative Leaders44:30 Beyond Decoration: Brand as ExperienceSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️
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  • Rethinking how brands show up through thought leadership: Melissa Rosenthal, Outlever
    In this episode of The Changemakers, Dave welcomes back Melissa Rosenthal - marketer, media veteran, and now co-founder of Outlever - for a conversation that unpacks how companies can truly own their voice through thought leadership.With experience leading creative at ClickUp, along with shaping the rise of media brands like BuzzFeed and Cheddar, Melissa brings a unique perspective on why traditional media models are no longer enough - and what brands should be doing instead.She shares the story behind founding Outlever, a platform helping B2B companies transform into modern media hubs by amplifying subject matter experts, customers, and partners - not just executives. This isn’t about vanity publishing. It’s about scale, speed, and relevance. Melissa explains how AI-powered media listening, layered with editorial expertise, can surface the right angles, elevate authentic perspectives, and unlock a new kind of brand-building: one rooted in trust, timeliness, and community insight.If your brand’s thought leadership strategy starts and ends with LinkedIn posts or recycled threat reports, this conversation is the wake-up call you need. Melissa dives into why most companies are still stuck in old playbooks, how to break out of them, and what it takes to create a differentiated voice in crowded markets - especially when budgets are tight and attention is scarcer than ever.Whether you’re leading marketing at a tech company, building brand awareness in a crowded category, or rethinking your content strategy, this episode is full of practical insights and fresh thinking on how to turn thought leadership into a true business asset.Timestamps:00:00 Introduction and Podcast Overview00:34 Upcoming Trip and Recent Projects01:17 Episode Focus: Thought Leadership in B2B02:18 Guest Introduction: Melissa Rosenthal04:32 Melissa's Journey and Founding Out Leave13:14 The Role of AI in Thought Leadership16:10 Trends and Insights from Out Leave's Platform21:02 Challenges and Differentiation in Branding24:54 Conclusion and Future DirectionsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️
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  • Byte-Size: Jess & Nick on What B Corp Means to Us
    Here’s another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different.In this one, Nick Farrar, Founder and CEO of Shaped By, and Jess Evans, Head of Delivery, get into B Corp. Why did we become a B Corp? What does it mean for us as an agency? And what’s next, both for us and for B Corp more broadly? They cover everything from the certification process to the ongoing work of embedding B Corp values in a way that actually makes a difference - not just a badge for the website.00:00 Introduction to the podcast00:15 Why Shaped By became a B Corp02:03 What B Corp means to us04:25 The role of SMEs in driving change06:48 The certification process - how tough was it?10:14 Where we did well (and where we could improve)14:29 What we’ve done in our first year as a B Corp17:02 Plans for 2025 and beyond21:18 The bigger picture: what’s next for B Corp?24:41 Embedding B Corp values into agency life27:05 Wrapping upSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️
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About The Changemakers

We interview leading B2B marketers and creatives from the tech world to find out the role that creativity plays in helping them market their business. Changemakers are people and brands making waves, embracing new ways of thinking, and working. Applying creativity to bring about change. Hopefully, they inspire you on your journey to more effective marketing. Hosted by Shaped By, a creative agency for the B2B tech world. Follow us on social for more creative insights, inspiration and opinions.LinkedIn - https://www.linkedin.com/company/shaped-by | Twitter - https://twitter.com/shaped_by_ | Instagram - https://www.instagram.com/shaped_by_/
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