Have you ever seen Schitt’s Creek? No? You really need to watch it.

That’s advocacy. And it’s older than marketing itself - somebody took a bite of something and said, “You gotta try this.” Jason Grunberg, CMO of Forter, didn’t watch the show until he got sick and had nothing else to do. By the time he was better, he was binge-watching instead of resting. In this episode, he breaks down what Schitt’s Creek teaches B2B marketers about pointy characters, ownable positioning, brand as a bank, and why the transformation story is the only story worth telling.

Together, we dig into why “safe is not where we make really strong emotional bonds,” what the Rosebud Motel’s rebrand can teach any B2B company trying to differentiate, and why AI inflation has already made “AI” a meaningless differentiator.

About our guest, Jason Grunberg

Jason Grunberg is CMO at Forter, the identity intelligence platform for digital commerce. With a background spanning agency and in-house roles across B2C and B2B, he brings a rare perspective on what it means to treat every buyer as a consumer - because at the end of the day, a wrong decision costs someone their job, and nothing is more personal than that.

What B2B Marketers Can Learn From Schitt’s Creek

Advocacy is the root of every decision.

Jason didn’t watch Schitt’s Creek because of the awards or the marketing. He watched it because people he trusted kept telling him to. His takeaway for B2B: “Advocacy has been a core part of marketing and brand forever for anything. This is coded almost into the human experience - advocacy is the root of like how we end up making decisions and choices.” Before you chase the next channel, ask whether you’re creating the conditions for your customers to tell their colleagues, “You really need to try this.”

Pointy characters resonate more than representative ones.

The safest instinct in B2B marketing is to round off your personas until they feel inclusive. Schitt’s Creek did the opposite - and it’s why strangers kept telling Jason the show was basically his family. Ian’s takeaway: “The more pointy you make it, the more weird, the more absurd, it actually will resonate that much better.” Stop asking whether every CIO will see themselves in your story. Make the character want something specific, and trust the audience to find themselves in it.

Brand is a bank - and technology is never the real differentiator.

The Rose Apothecary didn’t succeed because of its product formulas. It succeeded because of the experience, the distinctiveness, the emotional value. Jason connects it directly to his work at Forter: “Quality is replicable, at least now more so than ever. The brand has to mean something.” On technology positioning, he’s blunt: “If there’s always the push from your product team to be like, ‘This is the core differentiator,’ I’m like, ‘Cool. That is 2,000 lines of code deep. That sounds really replicable. And it doesn’t say I’m getting a raise if I buy this.’”

“Safe is not where we make really strong emotional bonds. On the edges is where we do that - because on the inside, there’s a lot of edge. We’ve just been conditioned to not show it all the time.” - Jason Grunberg

Links

Connect with Jason on LinkedIn

Learn more about Forter

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Meredith Gooderham, edited by Jon Goldberg, and our theme song is “Solomon” by FALAK.

Create something remarkable. Rise above the noise.