In this episode, Joe chats with Kyle Weber from Superside about why YouTube is the most undervalued channel in B2B marketing—and why that needs to change. Despite its massive potential for lead generation and brand awareness, many companies see YouTube as “too much work” and fail to invest in it strategically. But Superside is taking a different approach, going all in on YouTube to drive long-term growth. Joe and Kyle break down what a winning B2B YouTube strategy looks like, from content formats that work best to the balance between organic and paid video efforts. They discuss why consistency is key, how to structure content for discoverability, and the role of storytelling in making B2B videos more engaging. Kyle also shares Superside’s firsthand experience with YouTube, revealing what’s worked, what hasn’t, and how they’ve built a scalable video engine. Whether you’re new to YouTube or looking to refine your approach, this episode is packed with actionable insights on why YouTube deserves a bigger place in your B2B marketing playbook.